MARKETING TOOLS

Manipulation in marketing
Shklyar T.L., Candidate of Economic Sciences, Associate Professor, Associate Professor of Advertising, Public Relations and Design, Plekhanov Russian University of Economics,e-mail: tlb@mail.ru
SPIN-code: 1865-6315; Author ID: 634543; Scopus Author ID: 57188741929;
Researcher ID (Was): B2325-2015; ORCID ID: 0000-0001-8262-7584

In this article, the author uses examples to consider various tools of manipulation, and their influence as an individual individually, as well as large and small groups. Demonstrates the similarities and differences between motivation and manipulation, and the peculiarities of their perception.
Keywords: marketing, motivation, manipulation, psychology.

Sources
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Biometrics as a promising tool in solving the problem of behavioral marketing
Narkulovа Sh.Sh., Assistant of the Department of Marketing at the Samarkand Institute of Economics and Service, Uzbekistan, Samarkand, e-mail: shaxnozanarkulova@gmail.com
ORCID ID: 0000-0002-7346-7782

This article reviews the current approaches to Internet behavioral marketing and its shortcomings as well as biometrics and its potential for more effective Internet marketing.
Keywords:  behavioral marketing, Internet marketing, Internet tracking, biometrics, biometrics market, biometric marketing.

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MARKETING RESEARCH

Positioning of door business enterprises in a competitive market
Reznik G.A., Doctor of Economics, Professor Head of Department «Marketing and Economic Theory» FSBEI HE «Penza State University of Architecture and Construction», Penza, Russia,e-mail: reznikga@gmail.com
SPIN-code: 3604-0802; Author ID: 420114; Scopus ID: 14042535400;
ORCID: orcid.org/0000-0003-4575-1812
Zaporozhets O.I., Master's student, Institute of Economics and Management, Penza State University of Architecture and Construction, Penza, Russia, e-mail: oksana_zaporozhets@mail.ru

On the basis of the performed research of the positioning strategies operating at the enterprise, the results of the enterprise's activities are presented, reflecting the degree of achievement of the positioning goals. The program of positioning of the enterprise is proposed, which will strengthen its position in the perception of consumers, which will have a positive impact on the competitiveness of the enterprise and its products.
Keywords: positioning, market competition, brand, modern marketing trends, brand competitiveness.

Sources
1. Federalnaia sluzhba gosudarstvennoi statistiki [Elektronnyi resurs]. URL: gks.ru/report/278928/(data obrashcheniia: 05.02.2021).
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5. Kotler F., Keller K. Marketing-menedzhment. – 12-e izd. – M.: Iurait, 2018. – 362 s.
6. Khisrikovich R.D. Torgovlia i menedzhment prodazh / R.D. Khisrikovich // Predprinimatelstvo. – 2018. – S. 13–18.
7.  Antonova N.V., Patosha O.I. Vospriiatie brendov i strategii potrebitelskogo povedeniia [Tekst] / N.V. Antonova, O.I. Patosha; otv. red. N.V. Antonova; Nats. issled. un-t «Vysshaia shkola ekonomiki». – M.: Izd. dom Vysshei shkoly ekonomiki, 2017. – 208 s.
8.  Bagiev G.L. i dr. Marketing vzaimodeistviia: novye napravleniia issledovanii i instrumentarii: monografiia / pod red. G.L. Bagieva i Iu.F. Popovoi; M-vo obrazovaniia i nauki Rossiiskoi Federatsii, FGBOU VPO «Syktyvk. gos. un-t», S.-Peterb. gos. ekon. un-t. – Syktyvkar: Izd-vo Syktyvk. gos. un-ta, 2014. – 248 s.
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15. Reznik G.A., Khazova Ia.S. Strategiia pozitsionirovaniia kompanii na osnove sotsialno-marketingovoi programmy // Marketing v Rossii i za rubezhom. – 2019. – № 5. – S. 3–15.

Investigation of consumer behavior in the market of additional education in the context of a COVID-19 pandemic
Tultaev T.A., Candidate of Economic Sciences, Associate Professor Associate Professor at the Department of Marketing Plekhanov Russian University of Economics, e-mail: Tultaev.TA@rea.ru
SPIN-code: 6229-6958; Author ID: 620278; Scopus Author ID: 57188748256;
Researcher ID (WoS): A-9634-2015; ORCID ID: 0000-0001-9387-4791
Grosheva Yu.V., PhD student at the Department of Marketing Plekhanov Russian University of Economics, e-mail: Grosheva.YuV@rea.ru
SPIN-code: 1529-8852; Author ID: 972136; Scopus Author ID: 57217964885

The article is devoted to evaluating the results of marketing research conducted by the authors in 2020, during the first and second waves of the pandemic in order to identify consumer preferences. The results make authors change the marketing policy of business-school in order to improve the quality of educational programs during the socio-economic instability.
Keywords: COVID-19 pandemic, educational service, marketing of educational services, additional professional education services, consumer behavior, consumer analysis, transformation of consumer behavior.

Sources
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2. Danchenok L.A., Tultaev T.A., Grosheva Iu.V. Osobennosti vospriiatiia konkurentnykh preimushchestv vuzov potrebiteliami pri predostavlenii uslug DPO v period pandemii COVID-19 // IX Plekhanovskii forum prepodavatelei. Transformatsiia modelei obucheniia: uroki pandemii. – M.: Izd-vo FGBOU VO «REU im. G.V. Plekhanova», 2021.
3.  Tultaev T.A., Grosheva Iu.V. Vliianie pandemii COVID-19 na izmenenie modeli povedeniia potrebitelei v sfere uslug dopolnitelnogo professionalnogo obrazovaniia // IX Mezhdunarodnyi molodezhnyi simpozium po upravleniiu, ekonomike i finansam: sb. nauch. tr. (Kazan, 20–23 oktiabria 2020 g.) = IX International symposium on management, economics and finance (Kazan, October 20–23, 2020). – Kazan: Izd-vo Kazan. un-ta, 2020. – 790 s.

DISTRIBUTION CHANNELS

Modern transformational changes and trends in retail development in Russia and abroad
Neretina E.A., Doctor of Economics, Professor of the Department of Management National Research Mordovian State University named after N.P. Ogarev,e-mail: neretina-e@mail.ru
SPIN-code: 3854-8435; Author ID: 76973
Korokoshko Yu.V., Candidate of Economic Sciences, Associate Professor of the Department of Management National Research Mordovian State University named after N.P. Ogarev, e-mail: ulya_korokoshko@mail.ru
SPIN-code: 8977-0033; Author ID: 619859

The article examines the transformational changes taking place in the retail sector in the world and in Russia in the context of the digitalization of the economy and the pandemic (the dynamic growth of e-commerce, the emergence of new market segments, new formats of trade organizations, marketplaces using Big Data and cloud technologies). The trends of retail development are justified: the strengthening of the role of omnichannel sales, the formation of partner formats in commercial activities, the creation of platforms for integrated sales management. Are revealed the barriers and factors hindering the development of retail in the Russian Federation.
Keywords: retail, e-commerce, digitalization of the economy, transformational changes.

Sources
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MARKETING COMMUNICATIONS

Methods for evaluating the effectiveness of IT-advertising and advertising business
Kazakova N.A., Doctor of Economics, Professor, Professor of the Basic Department of Financial and Economic Security, Plekhanov Russian University of Economics, е-mail: kazakova.na@rea.ru
SPIN-code: 6141-0203; ORCID: 0000-0003-1499-3448;
Researcher ID: E-3906-2014; Scopus: 57190564758
Rabotina A.V., Master’s students of the program «Business Analytics in Economics and Management», Plekhanov Russian University of Economics, е-mail: rabotinaalena@gmail.com

The article presents modern marketing methods using the example of Internet advertising as one of the fastest growing types of advertising business. The study is based on the study of the practice of advertising on the Internet and the experience of using the most used indicators for assessing the effectiveness of advertising. To demonstrate the effectiveness of the advertising business, the performance indicators of a young advertising agency have been analyzed, which indicate a quick return on investment in the business and the profitability of its activities.
Keywords: online advertising, influencer marketing, blogger, advertising business, efficiency.

Sources
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2.  Ageev A., Kozhushko O., Churkin I. i dr. Internet-marketing i digital-strategii. Printsipy effektivnogo ispolzovaniia. – Novosibirsk: OOO «DOM MIRA», 2015.
3. Kazakova N.A., Shituev S.S. Analiz faktorov formirovaniia i mekhanizm razrabotki optimalnogo tovarnogo portfelia torgovykh setei // Marketing v Rossii i za rubezhom. – № 2 (124). – 2018. – S. 50–57.
4. Chabaniuk T.A. Teoriia i praktika reklamy. – Komsomolsk-na-Amure: FGBOU VPO «KnAGTU», 2013. – 62 s.
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7.  Golubkov E.P. Ispolzovanie tsifrovykh tekhnologii v marketinge // Marketing v Rossii i za rubezhom. – 2018. – № 2. – S. 3–12.
8. Lavrinenko Ia.B., Tiniakova V.I. Set internet kak kanal reklamy dlia prodvizheniia obieektov nedvizhimosti i soputstvuiushchikh uslug // Marketing v Rossii i za rubezhom. – № 3. – 2014. – S. 31–37.
9. Kazakova N.A. Marketingovyi analiz. – M.: Infra-M, 2018.
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11. Morozov V.A. Marketingovaia kontseptsiia v formirovanii tsennostno-orientirovannykh potrebnostei // Marketing v Rossii i za rubezhom. – 2020. – № 1. – S. 3–9.

Actualization of storytelling in the promotion and formation of the brand image
Kokoreva N.V., PhD (pedagogy), Associate Professor of Marketing, State University of Management, Moscow, Russia, e-mail: kokoreva1977@mail.ru
SPIN-code: 8415-6023; Author ID: 347125; ORCID ID: 0000-0001-9603-1116;
Researcher ID: Web of Science ААВ-8719-2020

This article is devoted to the study of storytelling as a method of promoting and shaping the brand image. The study summarizes information about the concept of «storytelling», examines the structural components and types of stories in the context of brand leadership. The author's interpretation of the concept of storytelling as a way of transmitting information and meanings through real or fictional stories is given. The expediency of using storytelling in solving problems at two levels of organization branding: internal and external is justified.
Keywords: storytelling, brand, brand image, brand strategies, history, plot, conflict, consumers, values, advertising.

Sources
1. Chelnokova E.A., Kaznacheeva S.N., Iudakova O.V., Borshchevskaia Iu.M. Metod storitellinga v korporativnom upravlenii [Elektronnyi resurs]. URL: fundamental-research.ru/pdf/2016/12–5/41235.pdf (data obrashcheniia: 06.04.2021).
2. Aaker D. Aaker o brendinge. 20 printsipov dostizheniia uspekha. – M.: Eksmo, 2016.
3. Muti I. Brending za 60 minut / per. s angl. V.S. Ageeva. – M.: Izd-vo «E», 2016.
4. Khatchens D. 9 tekhnik storitellinga / Devid Khatchens; per. s angl. O.G. Belosheeva. – Minsk: Popurri, 2016.
5. New Coke: marketingovyi proval ili provokatsiia? Zachem 29 let nazad byl izmenen retsept Coca-Cola [Elektronnyi resurs]. URL: coca-colarussia.ru/stories/new-coke-marketing (data obrashcheniia: 06.04.2021).
6. Makki R. Storinomika: Marketing, osnovannyi na istoriiakh v postreklamnom mire / per. s angl. I. Evsigneeva. – M.: Alpina nonfikshn, 2019.
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8. Booker Christophe The Seven Basic Plots: Why We Tell Stories. – Continuum, 2005.
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КОНКУРЕНТОСПОСОБНОСТЬ
COMPETITIVENESS

Оценка конкурентоспособности предприятия на рынке компьютерной техники г. Шахты
Федоркова А.В., кандидат экономических наук, доцент, доцент кафедры «Управление и предпринимательство» Института сферы обслуживания и предпринимательства (филиала) Донского государственного технического университета, г. Шахты,e-mail: Dolgova_Anna84@mail.ru
SPIN-код: 1438-8728; Author ID: 746330; ORСID ID: 0000-002-7537-9241
Малинина О.Ю., кандидат экономических наук, доцент, доцент кафедры «Управление и предпринимательство» Института сферы обслуживания и предпринимательства (филиала) Донского государственного технического университета, г. Шахты,e-mail: olya.rudakowa2011@yandex.ru
SPIN-код: 1487-7010; Author ID: 733730; Scopus Author ID: 57195719116;
ORСID ID: 0000-002-7537-9241

В статье произведена оценка конкурентоспособности фирмы «Дайком» на рынке компьютерной техники г. Шахты. Проведен анализ структуры ассортимента, рассчитаны ключевые показатели конъюнктуры рынка, проведена оценка уровня конкурентоспособности участников рынка по продаже компьютерной техники, выявлены оптимальные зоны хозяйствования и дополнительные источники прибыльности.
Ключевые слова:  конкуренция, рынок, конкурентоспособность, ассортимент, емкость рынка, объем продаж, рыночная доля.

Используемые источники
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Assessing competitiveness of the enterprise in the market of computer equipment
Fedorkova A.V., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department «Management and Entrepreneurship» of the Institute of Service and Entrepreneurship (branch) of the Don State Technical University in Shakhty, e-mail: Dolgova_Anna84@mail.ru
SPIN-code: 1438-8728; Author ID: 746330; ORСID ID: 0000-002-7537-9241
Malinina O.Yu., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department «Management and Entrepreneurship» of the Institute of Service and Entrepreneurship (branch) of the Don State Technical University in Shakhty, e-mail: olya.rudakowa2011@yandex.ru
SPIN-code: 1487-7010; Author ID: 733730; Scopus Author ID:57195719116;
ORСID ID: 0000-002-7537-9241

The article discusses the competiveness of the enterprise in the market of computer equipment in Shakhty. The company's assortment structure was analyzed, key market indicators were calculated, the level of competitiveness of market participants in the sale of computer equipment was assessed, the matrix of the Boston Consulting Group was compiled, which allows to identify optimal economic zones, and additional sources of profitability of the enterprise were identified.
Keywords: competition, enterprise, market, competitiveness, assortment, market capacity.

Sources
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Ensuring the competitiveness of industrial products in its development
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
SPIN-code: 8217-2985; Author ID: 459618

In order to implement the principle of «doing it right from the first time», a three-stage model for choosing the technical and operational indicators of industrial products in the development of technical specifications for design is proposed. The essence of the model is that the pre-selected technical and operational indicators of the product in three stages are consistently adjusted according to the results of a comparative assessment of it with competitors according to such integral criteria as economic efficiency in operation, quality coefficient and competitiveness coefficient. The proposed model contributes to ensuring the competitiveness of the designed product in the selected market segments with minimal labor and material costs. Approbation of the proposed model is shown on the example of a delivery vehicle.
Keywords: product, development, economic efficiency, quality, quality indicator,  competitiveness, assessment, delivery vehicle.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Marketing management specialties of medicines distribution with a short self-life
Glazkova O.S., Post-graduate of Marketing Department, Plekhanov Russian University of Economics, Stremyanny lane 36, Moscow, 117997, Russia, e-mail: pianto@mail.ru
SPIN-code: 9333-4954; Author ID: 958074

The self life of medicines is an essential consumer property that determines the specialties of its perception by market participants in the process of movement within the distribution channel, especially at the different stages of the manufacturing date. The paper considers the question of usage and evaluation of marketing tools effectiveness in the process of managing the distribution of medicines with a short shelf life in the commercial and hospital segment of the Russian pharmaceutical market.
Keywords:  marketing management, distribution, short self life, remaining self life, medicines.

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TERRITORIAL MARKETING

Selecting the target audience when forming long-term development strategies and promoting the city’s brand
Zhidrov A.E., Post-graduate student, Faculty of Economics, Lomonosov Moscow State University, e-mail: aleksandrzhidrov@gmail.com

The article considers a possible mechanism for selecting the target audience for regional centers on the example of Izhevsk. The analysis of the need for marketing and possible reasons for positioning the city is given. The study examines a possible way to choose priorities for the city’s marketing strategy.
Keywords: territorial marketing, territorial development, target audience, Izhevsk.

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INTERNET-MARKETING

Impact of internet trade market on Russian economy
Tagaverdieva D.S., Candidate of Economic Sciences., Associate Professor of the Department of Economics State Autonomous Educational Institution of Higher Education «Dagestan State University of National Economy», e-mail: tagaverdieva@yandex.ru
SPIN-code: 4183-9427

The paper analyzes the development of internet commerce using the example of the Russian economy. The positive and negative aspects of electronic commerce for Russian consumers and business organizations are systematized. Opportunities and threats for the development of internet commerce in Russia are identified. The contribution of various segments of internet business to the economy from 2017 to 2020 is analyzed. The statistics of the degree of internet penetration and the volume of the Russian internet trade market in Russia are given.
Keywords: e-commerce, internet economy, information technology, internet business, entrepreneurship.

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