Contents of N6/2020

all contents

Contents of N6/2020


MARKETING TOOLS

Marketing of TNC in the context of digital transformation of economy 4.0
Konina N.Yu., Doctor of Economics, Associate Professor, Head of the Department of Management, Marketing and Foreign Economic Activity named after I.N. Gerchikova, Moscow State Institute of International Relations, Ministry of Foreign Affairs of Russia, e-mail: nkonina777@gmail.com
SPIN code: 6825-1548; Author ID: 349514; Scopus Author ID: 57202468228; Researcher ID
(WoS): AAN-9588-2020; ORCID ID: 0000-0002-1186-7596
Ponomareva E.A., Candidate of Economic Sciences, Associate Professor of the Department of Management, Marketing and Foreign Economic Activity named after I.N. Gerchikova, Moscow State Institute of International Relations of the Ministry of Foreign Affairs of Russia, e-mail: pea.mgimo@gmail.com
SPIN code: 9388-2636; Author ID: 423210; ORCID ID: 0000-0003-0863-9688
Panova E.A., Candidate of Economic Sciences, Senior Lecturer of the Marketing Department of the Federal State Budgetary Educational Institution of Higher Education «Russian University of Economics. G.V. Plekhanov», e-mail: panova.ea@rea.ru
SPIN: 6177-5492, Author ID: 709675

The article discusses the features of the digital economy leading to the transformation of the marketing of transnational companies (TNCs), including basic principles of using digital technologies in the marketing of TNCs, factors of using artificial intelligence (AI) to provide a personalized approach and customization of offers for consumers and relationship between the degree of use of artificial intelligence in the marketing of TNCs, depending on their industry affiliation. It was revealed that artificial intelligence is most actively used in the marketing activities of TNCs in the consumer and financial sectors, retail trade and tourism and international media industry.
Keywords:  digital transformation, artificial intelligence, business models, flexible adaptation, demassification, omnichannel marketing, customization, loyal audience, targeting, media industry.

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Application of computer programs in marketing management
Kolodnik T.D., Senior Lecturer, Institute of Sports and Tourism Management, EE «Belarusian State University of Physical Culture», e-mail: Tatiana_ktd@mail.ru

This article discusses the use of computer programs to solve marketing management problems. The essence of automation of business processes is analyzed, which made it possible to show exemplary groups of computer programs to support marketing management processes.
Keywords: marketing management, business process, computer programs.

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Under what scheme to buy commercial vehicles
Faskhiev Kh.A., doctor of technical sciences, professor, Ufa branch of Financial University under the Government of the Russian Federation, Ufa state aviation technical university, e-mail:  faskhiev@mail.ru

The advantages and disadvantages of various schemes for the acquisition of commercial vehicles are identified. A methodology has been developed for assessing the impact of a commercial vehicle acquisition scheme on its economic efficiency in operation over a life cycle. The methodology was tested using the example of calculating the economic efficiency of two delivery vehicles purchased on lease using own and credit funds. The calculations were made for the buyer of a legal entity and an individual entrepreneur.
Keywords: truck, purchase scheme, price, economic efficiency, leasing, leasing payment, credit, cash flow, net present value.

Sources
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6.  Faskhiev Kh.A., Krakhmaleva A.V., Shigapova Z.F. Otsenka effektivnosti gruzovogo avtotransporta // Gruzovoe i passazhirskoe avtokhoziaistvo. – 2007. – № 6. – S. 23–31.
7. Faskhiev Kh.A., Kostin I.M. Tekhniko-ekonomicheskaia otsenka gruzovykh avtomobilei pri razrabotke. – Naberezhnye Chelny: Izd-vo KamPI, 2002. – 480 s.
8. Metodicheskie rekomendatsii po otsenke effektivnosti investitsionnykh proektov / ruk. avt. kol.: V.V. Kossov, V.N. Livshits, A.G. Shakhnazarov. – M.: OAO NPO «Izd-vo «Ekonomika», 2000. – 421 s.

 
MARKETING RESEARCH

Regional consumer of network service of a charging stations for electric cars:
characteristics and features of behavior
Rubtsova N.V., candidate of economic Sciences, associate Professor of the Department of management, marketing and service of the «Baikal State University», e-mail: runatasha21@yandex.ru
SPIN-код: 3165-8633; Author ID: 744948; ORCID 0000-0003-0961-1708
Eroshchenko К.F., student educational programs «International management», Institute of Management and Finance, Baikal State University, Irkutsk, e-mail: kieroshchienko@bk.ru

The article presents the results of marketing research. The aim of the study was to create a portrait of a regional consumer of electric charging station services. The authors describe the purchasing behavior of electric car owners. Among them, the reasons for the unpopularity of commercial electric charging stations, the frequency of using electric charging stations, the preferences of electric car owners in using the tariffs of electric charging stations. The practical significance of the study lies in the substantiation of trends and promising directions for the development of the regional market for a network of electric charging stations.
Keywords: marketing research, electric car, consumers, charging stations, region.

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DISTRIBUTION CHANNELS

Development and trends of the delivery market
Kazantseva S.Yu., candidate of economic Sciences, associate Professor of the Basic Department of trade policy of Plekhanov Russian University of Economics», e-mail: KazantsevaSveta@yandex.ru
SPIN-code 7030-7754; ORCHID 0000-0002-7410-9039

The article is devoted to the dynamics of changes in the delivery market. Features of delivery of food and non-food products are considered. The advantages and disadvantages of such delivery methods as delivery to postamates and pick-up points are highlighted separately. The factors that influence the choice of an online retailer, as well as the reasons why consumers refuse to buy online, are analyzed.
The main trends affecting changes in the delivery market are investigated. Changes occurring in the market of investments in the agro-industrial complex are described as a factor of stable and growing demand for the delivery of food products.
Keywords: shipping, parcel terminal, the point of orders delivery, online retailer, agroindustrial complex.

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MARKETING COMMUNICATIONS

Functional dualism of trade show concept: industrial marketing and knowledge economy
Simonov K.V., Cand. Sci. (Econ.), МВА, associate professor of Department of Marketing of Faculty of Economics of Lomonosov Moscow State University, e-mail: kirill.simonov.msu@yandex.ru

The article is devoted to the concept of a trade show. The concept is based on an organized convergence of industrial companies to make transactions with minimal costs. The preparation of transactions is accompanied by knowledge exchange - companies are trained, which brings them benefits. The article considers a trade show as a marketing and interactive platform and describes problems that will contribute to the effective management of obtaining benefits using the developments of the exhibition knowledge economy.
Keywords: trade show; knowledge economy; exhibition marketing; industrial cluster.

Sources
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12. Sarmento M., Simões C., Farhangmehr M. Applying a relationship marketing perspective to B2B trade fairs: The role of socialization episodes // Industrial Marketing Management. – 2015. – No. 21 (3). – Pp. 131–141. DOI: 10.1016/j.indmarman.2014.10.010.
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Specifics of using the «еxpert opinion» technique in advertising communication
Ivanova V.A., candidate of economic Sciences, docent, The Russian Presidential Academy of National Economy and Public Administration (Faculty of Economic and Social Sciences), Department of management and entrepreneurship, Moscow, +7 915 041 34 56, e-mail: briard.victoria@gmail.com

The article analyzes the issue of using the "Expert opinion" technique in an advertising message. The main pros and cons of this technique are studied, and recommendations are given for avoiding common mistakes. The recommendations and conclusions are based on several studies conducted by the author.
Keywords: advertising, marketing, advertising psychology, advertising scenario, social psychology, advertising communication, social categorization, creative approach, target audience, expertise.

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Live streaming as a new promotion tool in marketing
Shpakova E.S., student of the Faculty of Sociology and Political Science Financial University under the Government of the Russian Federation Moscow, Russian Federation, e-mail: liza_shpakova2@rambler.ru
Rebrikova N.V., Candidate of Economics, Associate Professor at the Department of Psychology and Human Capital Development Financial University under the Government of the Russian Federation Moscow, Russian Federation, e-mail: rebrikovanv@mail.ru

The article reveals the main characteristics of live streaming and the features of its use. Examples are given of the experience of foreign companies and Russian companies that explain the success of this method in advertising. The data of the results of international studies of the online advertising segment are analyzed, information on the benefits of broadcasts that allow you to build close relationships with the audience is provided.
Keywords:  live broadcasts, live streaming, advertising, marketing, online advertising, promotion.

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Emotional intensification of advertising narrative through accentuation method
Dolgopolov D.V., PhD in Economics, Associate Professor of Chair of Advertising and PR, State University of Management, Moscow, e-mail: dolgopolovguu@gmail.com
Kulsheneva O.V., Student of Chair of Advertising and PR, State University of Management, Moscow, e-mail: kulshenevaolga@gmail.com

The article concerns method of evaluating accentuations as the intensification of emotional impact and segmenting specification of target audience for advertising messages. The article observes main points of E.A. Litchko accentuation theory and implements them on the wide range of advertising narratives’ examples for demonstrating practical usage. The article concludes that the deep segmentation of target audience is necessary through accentuation method as the next step in development of the personalized advertising communications.
Keywords:  accentuation, Litchko theory, empative advertising, customer experience, personalized marketing.

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Modern loyalty program in retail
Novikova K.V., Doctor of Economic Sciences, Professor marketing department Perm State National Research University  (PGNU), e-mail: ksenia--27@yandex.ru,
SPIN-код: 4508-4121; AuthorID: 417485
Oshchepkova E.D., Master of Innovative marketing technologies Perm State National Research University (PGNU), e-mail: ekulezneva@inbox.ru

The article discusses the main methods of forming the retail loyalty program, which are used in the process of implementing the organization's marketing policy to attract and retain loyal customers. The loyalty programs of Federal food retailers and the attitude of consumers to rewards are analyzed, and the economic calculation of the operating model is presented. The article deals with changes in consumer behavior during self-isolation and the impact of the epidemiological situation on retail operations.
Keywords: marketing, loyalty program, consumer, Internet marketing, retail.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Kidbranding-children's holiday services
Matveeva E.V., candidate of social Sciences, associate Professor of the Department of social and cultural activities of the «East-Siberian state Institute of culture», e-mail: moniket@yandex.ru
SPIN-код: 3165-8633; Author ID: 744948; ORCID 0000-0003-0961-1708; Researcher ID AAF-5228-2020
Khabibulina L.S., undergraduate educational programs «Socio-cultural management and marketing» of the «East-Siberian state Institute of culture», e-mail: superhabiba@yandex.ru

This article offers an analysis of the process of positioning the children's holiday service and its promotion to the regional market of social and cultural services. The holiday agent is a commercial enterprise operating in a municipal settlement of a small Siberian city. The article concludes that it is necessary to create an updated holiday Agency brand and expand the scope of work with the target audience.
Keywords: holiday, brand, kidbranding.

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MARKETING ABROAD

Marketing development of the tourist industry in Vietnam
Tran Ngoc Quyen, graduate student of the Institute of Management and Regional Economics (08.00.05 «Economics and national economy management») Volgograd State University, е-mail: ngocquyen.177@gmail.com
Zapletina T.I., master’s student of the Institute of Management and Regional Economics (42.04.01 «Advertising and Public Relations») Volgograd State University, е-mail: tanya.zapletina@mail.ru

This article describes the tourism sector of Vietnam, its role in the economy, and considers the prospects for development in the domestic and international market of tourist services. It is proposed to switch to the development of the sector in a more environmentally, culturally and socially sustainable way. The rapid growth in the number of visitors was achieved in large part due to the transition to mass-market tourist products and the increased concentration of visitors in already crowded and popular local destinations.
Keywords:  tourism, potential, economy, inbound tourism, development, attraction, resources, innovations, marketing.

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