MARKETING THEORY AND METHODOLOGY

Postmodern practices in modern marketing
Khmelkova N.V., Doctor of Economics, Associate Professor, Head of the Department of Economics and Informatization ANO VO Humanitarian University, Yekaterinburg, e-mail: Umnichka-72@mail.ru
SPIN-code: 1316-7861; ORCID: 0000-0002-2395-6959

The article considers how marketing theory and practice are being transformed in the post-industrial information society, which was formed in the « postmodern era». It is substantiated that the coronavirus pandemic enhances and accelerates the processes of «postmodernization» of marketing that have taken place in recent decades. A number of philosophical and worldview concepts of modern man have been systematized. Their synthesis makes it possible to build a methodology for studying the postmodern consumer. It is shown that marketing of postmodern is based on the widespread use of simulation and game technologies. Real cases that demonstrate the active use of postmodern marketing ideas in the industries most affected by the COVID-19 pandemic are presented.
Keywords:  postmodernity, postmodernism, coronavirus pandemic, imitation, simulation, game, information technology, postindustrial information society, postmodern marketing.

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MARKETING TOOLS

Franchising in Russia: causes of stagnation and conditions for development
Lebedev K.K., PhD in economics, associate professor of the Faculty of Economics at the State Academic University of Humanities, e-mail: kklebedev@yandex.ru
Author ID: 236778

The article focuses on the ambiguous results of the development of franchising in Russia by 2021. An analysis of the development results in open sources has shown that along with the obvious successes, there are reasons to believe that the market is stagnating. The main distinguishing feature of stagnation in franchising is its technological nature. Against the background of the complicated economic situation, the opportunities for scaling and capitalization of franchise models in Russia are decreasing. At the same time, the reasons for technological stagnation are identified, as well as the conditions that, on the contrary, will accelerate the development of the industry. The use of the growth indicators described in the article, subject to the accumulation of retrospective data, will help interested government agencies and market participants to assess the state and investment attractiveness of franchising.
Keywords: franchising; franchise; distribution; franchise development; success conditions; franchise lifetime; franchise age; growth indicators.

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Analysis of prerequisites for revision of perceived quality product model in the context of psychology and marketing
Kerzina E.A., Candidate of Economic Sciences, Associate Professor of the Marketing Department of the Perm State National Research University, e-mail: marketing.psu@yandex.ru
SPIN-code: 9633-7113; Author ID: 614565

In this article, an attempt is made to combine the developments in the field of psychology, neurophysiology, and marketing in relation to human perception of an object in natural conditions, and also proposed the author's theoretical model of the perceived quality of a product, formed on the principles of an interdisciplinary approach.
Keywords: perceived product quality, neurophysiology, cognitive-behavioral psychology.

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MARKETING RESEARCH

The role of asymmetricity of product positioning in the consumer's choice of food
Mitina E.A., Senior Lecturer of Marketing, Trade and Customs affairs department of the Institute of Economics and Management. V.I Vernadsky Crimean Federal University, e-mail: zhilina_ella@list.ru
SPIN-code: 9857-9157; Author ID: 818466; ORCID: 0000-0003-0981-5575;
Scopus Author ID: 57208468233

The research was supported by the RFBR grant, project No. 20-010-00473А

The article presents the results of an experiment conducted using a neuromarketing eye-tracking tool, in which 100 subjects took part. Potential consumers were asked to study the incentive material and make their choice in favor of a certain ready-made dish. The study revealed the role of asymmetry in the location of products in consumer choice.
Keywords: asymmetry, perception, consumer, finished product, consumer behavior.

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Brand character as visual content for contextual advertising: development experience based on a portrait of the target audience
Chesnokov А.А., assistant of the Department of Marketing, Lomonosov Moscow State University, Moscow, Russian Federation, e-mail: amfi@gmail.com
SPIN-code: 7487-8890
Subtselnаyа T.А., postgraduate student, Lomonosov Moscow State University, Moscow, Russian Federation, e-mail: tsubcelnaya@mail.ru
SPIN-code: 1785-5800

The article presents the results of a study of the marketing effectiveness of visual content for advertising using a brand character developed taking into account the characteristics of the target audience. In the course of the study, two groups of characters were developed for use in contextual advertising: relevant and irrelevant to the portrait of the target client, compiled on the basis of long-term user interests. Testing the attractiveness of the developed characters for the target audience was carried out using the statistics of the advertising campaign. The data obtained showed that consumers reacted more actively to ads that used a brand character that was relevant to the target audience. The results of the study suggest that this approach to the development of visual content can be used as a tool to increase the marketing effectiveness of contextual advertising.
Keywords:  visual content, brand character, contextual advertising, target audience, marketing effectiveness.

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The role of promotion at various stages of the process of choosing professional retraining programs by consumers
Kulakova E.Yu., Candidate of the Department of Marketing Plekhanov Russian University of Economics, e-mail: Kulakova.EY@rea.ru 
SPIN-code: 7680-4206; Author ID: 742547

At each stage of decision-making in favor of choosing professional retraining programs, a potential and real consumer of educational services in the field of additional professional education may have different priorities and consumer values. To identify them and offer the best marketing solution means for the university to be successful and competitive in this type of activity. The article shows the role of promotion at each stage of decision-making in favor of choosing professional retraining programs.
Keywords: DPO, business education, promotion of educational services, decision-making model, digital economy, marketing of educational services.

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9. Federalnyi zakon ot 29.12.2012 № 273-FZ (red. ot 08.12.2020) «Ob obrazovanii v Rossiiskoi Federatsii», st. 76 (s izm. i dop., vstup. v silu s 01.01.2021) [Elektronnyi resurs]. URL: consultant.ru/document/cons_doc_LAW_140174/ (data obrashcheniia: 18.06.2021).
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MARKETING COMMUNICATIONS

Networking as a way of promotion of the Café Societe magazine
Bartashevich D.A., Student of 4th year of Faculty of Social Science and Mass Communication Financial University under the Government of the Russian Federation, Moscow, Russia, е-mail: dariabart@mail.ru
SPIN-code: 1189-4223; ORCID ID: 0000-0001-7280-7178
Rebrikova N.V., Associate professor, Candidate of Economic Science Financial University under the Government of the Russian Federation, Moscow, Russia, е-mail: nv.rebrikova@gmail.com
SPIN-code: 1189-4223; ORCID ID: 0000-0001-7280-7178

The article examines the influence of networking as a way to promote the magazine about coffee culture offline. The relevance of the work is due to the fact that there are tendencies in society to return to real communication due to isolation during the pandemic period. The development of digital resources is improving, but nevertheless the number of offline meetings aimed at bringing people together is increasing. The examples in the article show how effective networking is and contributes to the payback of the product.
Keywords: networking, communication, payback, social communication, promotion method.

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PR in the conditions of mediatization of communications
Koshel V.A., Candidate of Philosophical Sciences, Associate Professor, Associate Professor of the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics, e-mail: logikaistorii@yandex.ru
SPIN-code: 1543-4772; Author ID: 624524; ORCID ID: 0000-0003-3980-6856
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

The article considers the transformation of social relations caused by the mediatization of communicative culture. As a natural prerequisite for the transformation of PR, the historical stages of the evolution of communicative practice, its influence on the transformation of personality are considered.
Keywords: PR, mediatization of communication culture, interactive digital hypertext, framing of human consciousness.

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Formation of a personal brand in the conditions of digital marketing
Pogorevich A.V., PhD of Economics, Associate Professor at the Department of Advertising and Socio-Cultural Activities of the Humanities Institute of the Siberian Federal University, e-mail: Savina1979@mail.ru
SPIN-code: 3698-7243; ODCID: 0000-0001-7866-9909
Vydrych N.V., Master of Investment Project Management, Senior Lecturer, Head of the Advertising Laboratory at the Department of Advertising and Socio-Cultural Activities of the Humanities Institute of the Siberian Federal University, e-mail: nvydrych@yandex.ru

The article presents the results of the analysis of the personal brand phenomenon from the point of view of a variety of interpretations and judgments, the conditions of its occurrence and its relevance in the conditions of digital marketing. A number of approaches to the process of creating a personal brand are summarized and the author's view is proposed, corresponding to the universal process of strategic planning. The data of a study of the breadth of interpretation of the concept of «personal brand» and the practice of using individual SMM tools for its creation (the choice of social networks, the availability of an information placement plan and the composition of content), conducted among experts – representatives of the Krasnoyarsk business community, are presented.
Keywords: Personal Brand, Personal Branding Strategy, Personal Brand Management, Social Media Promotion, Content, Digital Marketing.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Is diving possible in Russia: features of niche marketing
Sharko E.R., PhD in Economics, Research Center for Network Economy, Analyst, Lomonosov Moscow State University, e-mail: ersharko@yandex.ru
SPIN-code: 8638-8449; Author ID: 568813; Researcher ID (WoS): E-8619-2018;
IstinaResearcherID (IRID): 60631000; ORCID ID: 0000-0002-2818-4329

The article deals with the theoretical and applied aspects of niche marketing as an effective tool for the development of tourism activities. The purpose of this study is to identify promising areas for the development of extreme diving tours offered in Russia, including possible ways to improve the skills of divers in order to expand the range of diving services adaptive for tourism. Within the framework of this study, the author proposes to use the tools of niche marketing in the aspect of determining the main target focus of consumers (a combination of the commercial benefits of diving and its environmental component).
Keywords:  diving, customer experience, niche tourism, Cave and Bog Diving, tourist product, extreme tourism, niche marketing, consumer niche focus.

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Developing a conceptual model of consumer behavior in the higher education market
Kazantseva V.A., a 2-year student of the master's degree programme «Smart-marketing: data, analytics, insights», National Research university «Higher School of Economics», e-mail: vladakaz98@yandex.ru

Previous studies of consumer behavior in the analyzed market were aimed directly at one of the aspects: either to consider the behavior process itself and analyze the stages of this process, or to search and identify consumption factors and attributes that affect the choice of a potential applicant. Thus, there is a need to create a comprehensive theoretical model of consumer behavior in the market of higher education services, accumulating the results of theoretical and empirical research. The article considers models of the consumer journey in higher education market, the factors of behavior and characteristics of the consumer. As a result, a complex model which is based on the consideration of characteristics, consumer values, internal and external factors of behavior in the context of interrelated stages of potential applicants’ behavior was proposed. This model can be used as a basis for analyzing the characteristics of a consumer, his behavior for a specific market and then building a private marketing communications system that allows to differentiate the type of communications depending on the stage of behavior, and provide the most targeted impact on consumers.
Keywords: higher education, theoretical model, consumer behavior, university, university marketing.

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