MARKETING THEORY AND METHODOLOGY

The concept of value in experiential marketing
Degtyareva Ya.V., PhD in Economics, Associate Professor, Head of the Department of Service and Hotel Business, Federal State Budgetary Educational Institution of Higher Education «Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky», e-mail: yanaprih@mail.ru
SPIN-code: 1443-0742; Author ID: 838414; ORCID ID: 0000-0002-6353-4910

The article considers the problem of creating experiential value that ensures the formation of positive experiential experience. The relationship between individual components of experiential value (functional, emotional, social, epistemic, conditional and narrative) and the components of experiential experience (consumer, buyer, client and user) is proven. The influence of experiential value components on the formation of experience of interaction with the brand of hotel business enterprises is determined.
Keywords: marketing, experiential marketing, experiential value, experiential experience.

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Distinctive value offer as a way for rising competitiveness level of a market subject
Baeva V.D., Candidate of economic sciences, Associate Professor of Department of Management, South Russian Institute of Management – branch of Russian Presidential Academy of National Economy and Public Administration, e-mail: baeva_vd@mail.ru
SPIN-code: 874-7679; Author ID: 1098189; ORCID ID: orcid.org/0000-0002-6686-4552

A market subject driven by inspiration to rise competitiveness level looks for ways to be differed from competitors and so he creates distinctive value offer. This offer includes distinctions that are transformed into competitive advantages. The suggested author’s model of distinctive value offer supposes expressing distinctions in 8 levels. It is reasonable to use the model as a practical tool for analysis of current and prospective competitiveness. The analogy between the author’s model of distinctive value offer and the model 7P marketing reflecting the set of factors influencing on consumers’ behavior and their final choice has been drawn in the article.
Keywords: market subject, value, competitiveness, distinction, competitive advantage, distinctive value offer, model 7P marketing.

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Customization as a driver of sustainable business development in the context of digital
transformation
Agafonova I.V., Candidate of philosophical sciences, Associate Professor of the Department of Marketing and International Management, Ural State University of Economics,
e-mail: iris.iva@yandex.ru
SPIN-code: 5355-5390; Author ID: 1208770; ORCID ID: 0009-0006-5275-4527
Kormiltseva E.G., Candidate of philosophical sciences, Associate Professor of the Department of Economic Theory and Applied Sociology, Ural State University of Economics,
e-mail: kornilceva.e@yandex.ru
SPIN-code: 6427-5714; Author ID: 351458; ORCID ID: 0000-0002-0125-450X
Gryaznykh D.V., Candidate of philosophical sciences, Associate Professor of the Department of Philosophy and Socio-Humanitarian Sciences, Northern Trans-Ural State Agricultural University, e-mail: gryaznikh.dv@gausz.ru
SPIN-code: 1176-7881; Author ID: 304942; ORCID ID: 0009-0003-2665-1020

This study examines the phenomenon of customization in the context of the spiral evolution of marketing and analyzes its significance for sustainable business development. The study presents a comprehensive analysis of the phenomenon of customization in the digital environment and its impact on the evolution of marketing. The study examines the dynamics of consumer attitudes towards products and services in the virtual space. The focus is on the relationship between customization and business growth in today's economic environment. The study also emphasizes customization as a key element of an enterprise's marketing strategy.
Keywords: spiral dynamics, experience marketing, digital transformation, business.

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MARKETING RESEARCH

A neuromarketing experiment: methodological and applied aspects
Pryadko S.N., PhD (Economics), Associate Professor, Department of Management and Marketing, Belgorod State University, e-mail: pryadko_s@ bsuedu.ru
SPIN-code: 7663-4364; ORCID: 0000-0003-4857-4727

With the digitalization of business management systems, eye-tracking is becoming a promising research area, enabling highly accurate testing of marketing tools and solving other business problems based on scientific analysis. In July 2025, we conducted a neuromarketing experiment using the Tobii PRO Glasses 3 eye-tracking system. The data obtained was processed using the Tobii PRO LAB software. The goal of the experiment was to identify visual and communication barriers that hinder effective consumer interaction with a product and to develop an optimal way to increase product visibility and persuasiveness on the shelf in online retail.
Keywords: neuromarketing experiment, eye-tracking system, Tobii PRO Glasses 3, methodology, metrics, behavioral pattern.

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Study of the competitiveness of kvass, which constitutes the supply on the commodity market of the republic of Crimea
Gutnikova O.N., PhD (Econ.), Associate Professor of the Department of Marketing, Trade and Customs Affairs, Institute of Economics and Management, V. I. Vernadsky Kazan Federal University, Simferopol, Republic of Crimea, e-mail: vechirko15@mail.ru
SPIN (RINTS): 3898-5181; ORCID: 0000-0003-2030-4178
Gaboyan S.A., Master's student in the field of training 38.04.06 «Trade» of the Institute of Economics and Management of V. I. Vernadsky Kazan Federal University. Vernadsky, Simferopol, Republic of Crimea, e-mail: fsus01@mail.ru

The article presents the results of an economic study aimed at assessing the regional kvass market. The characteristics of the product offer of the drink are given, the structure of the assortment in different trade formats is determined. The trademarks – «leaders» of the market are noted, the price offer is assessed. Using an online questionnaire, consumer preferences in choosing kvass are established, their characteristics are given. Using the example of natural samples of kvass, a study of competitive advantages is conducted, a point-rating assessment is given. Drinks with the highest level of competitiveness are identified, advantages and disadvantages that directly affect consumer choice are etermined. Recommendations are made for regional kvass producers in the direction of increasing the competitive advantages of local products. These studies can be useful for producers of fermented drinks in the direction of forming their competitive advantages.
Keywords: kvass, competitiveness, competitive advantage, quality, product offer.

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Factors for building a loyal audience to the musical theater
Shelupkina M.O., PhD student of the Department of Marketing, Lomonosov Moscow State University, e-mail: mayyashel@yandex.ru
SPIN-code: 8959-5812

This article is devoted to the issue of forming and increasing audience loyalty in the Russian musical theater market. Musical theaters in Russia face limited budget funding. To increase the share of extra-budgetary income, it is necessary to increase audience loyalty to the theater and attract new viewers. The novelty of the research consists in the application of econometric methods to determine the factors that influence the formation of audience loyalty to the musical theater. The survey data was analyzed with the participation of 392 respondents. The study examines the factors that can influence the loyalty of the musical theater audience, including: the ticket price, the presence of star artists in the troupe, the fame and prestige of the theater, etc. Based on the research data, practical recommendations have been developed that can be applied by musical theaters in developing a long-term marketing strategy.
Keywords: loyalty building, musical theater, audience, theatrical marketing.

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Responsible consumer behavior in Russia: how important is sustainability to consumers
Bondarenko V.A., doctor of Economics, Professor, Professor, Professor of the Department of Marketing, Patrice Lumumba Russian University of Peoples' Friendship, e-mail: b14v@yandex.ru
SPIN-code: 4377-1651; Author ID: 187222; Scopus Author ID: 57193857639; ORCID:0000-0003-2921-7548
Gasparyan A.V., Candidate of Economic Sciences, Associate Professor at the Department of Service Marketing and Brand Management, State University of Management, e-mail: a8f8@yandex.ru
SPIN- code: 5305-7845; Author ID: 522282; ORCID: 0009-0009-1554-4557

The article explores the extent to which responsible behavior is characteristic of Russian consumers, supported by their willingness to pay a price premium for environmental friendliness. It highlights the general acceptance of sustainable development values by consumers, which mediates their interest in environmentally oriented products, along with their unwillingness to incur costs. The article substantiates the feasibility of brands' efforts to overcome barriers to sustainable consumer behavior in the form of solutions for information support of their responsible practices, which will help to increase trust in their products and mitigate the perception of their efforts as a negative practice of greenwashing, as well as measures to support the development of necessary infrastructure.
Keywords: responsible behavior, youth, decisions, barriers, rational choice.

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TERRITORIAL MARKETING

Sports marketing as a part of territorial marketing
Anokhin E.V., PhD in Economics, Associate Professor, Associate Professor chair of social and economic disciplines Dzerzhinsk Branch of the FSAEI HE National Research Lobachevsky State University of Nizhny Novgorod, е-mail: anegor79@mail.ru
SPIN-code: 3205-0222; Author ID: 260746; ORCID: 0000-0002-0364-9572
Anokhin V.A., PhD in Economics, Associate Professor, Associate Professor at the Chair of Finance and Credit Lobachevsky State University of Nizhny Novgorod, e-mail: avafin@mail.ru
SPIN-code: 7039-9291; Author ID: 775745; ORCID: 0000-0001-6699-9791

Territorial marketing has been characterized as a concept of liaison between market entities that comprise different levels and environments of living. The implementation of marketing methods and tools has been analyzed in the process of managing sports markeing. The development of the marketing mix for a football league has been shown (with the help of Russian and foreign experiences). There we have singled out «dual-purpose» components that are used for economic and safety purposes. The interaction between sports, transport, and tourist clusters transform sports marketing into a component of territorial marketing, if developed successfully.
Keywords: marketing, territorial marketing, strategy, model, stage.

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ARTIFICIAL INTELLIGENCE IN MARKETING

Neuromarketing study of visual perception of packages created using artificial intelligence
(using sprat packages as an example)
Kalkova N.N., candidate of economic sciences, associate professor, associate professor of the Marketing, Trade and Customs Department of the Institute of Economics and Management of the V.I. Vernadsky Crimean Federal University, Leading Researcher at the «Laboratory of Neuromarketing and Behavioral Economic», e-mail: nkalkova@yandex.ru
SPIN-code: 8803-9143; Author ID: 786073; ORCID-ID: 0000-0002-7339-9935
Strokina L.A., Candidate of Economics, Associate Professor of the Department of Marketing, Trade and Customs Affairs, Institute of Economics and Management, Vernadsky Crimean Federal University, e-mail: i@lstrokina.ru
SPIN-code: 8987-5306; Author ID: 838869; ORCID-ID: 0000-0003-2220-4832
Germanenko D.О., Master's student in the field of Trade at the Institute of Economics and Management of the V.I. Vernadsky Crimean Federal University, e-mail: danilgermanenko@yandex.ru

This study was funded by the Russian Science Foundation (Project No. 25-28-20286), rscf.ru/project/25-28-20286/

The article examines consumers' perception of canned fish packages (using sprat as an example) created using artificial intelligence (AI) technologies. The theoretical aspects of AI integration into trade and production processes are studied. Key methodological approaches were identified and the results of three neuromarketing experiments aimed at assessing visual attention to various packaging designs were revealed. The most significant graphic elements that attract and retain the attention of consumers are identified, and gender differences in their perception are studied. Based on the data obtained, prototypes of AI-generated packages were developed and their comparative evaluation was carried out using eye tracking technology and verbal methods. The most attractive options have been identified, ranked by visual neuromarketing metrics and consumer preferences. The effectiveness of combining generative technologies with neuromarketing research to optimize creative packaging design has been proven.
Keywords: packaging, canned fish, visual perception, consumer behavior, neuromarketing, eye-tracking.

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PRICING

A managerial cost-plus pricing algorithm for industrial products in a period of declining demand
Morozova N.V., Chief Economist, JSC «Chelyabinsk Mechanical Plant», Chelyabinsk, e-mail: nvmorozova@mail.ru
SPIN-code: 1992-0761
Podshivalova M.V., Doctor of Economics, Professor, Professor of the Department of Economics and Finance, South Ural State University, Chelyabinsk, e-mail: podshivalovamv@susu.ru
SPIN-code: 6340-3629; Author ID: 462758; ORCID: 0000-0003-3589-8386; Scopus ID: 57190409538

Purpose: This study aims to develop a management algorithm for substantiating prices during periods of declining demand for industrial products, based on a reserve approach and cost-plus pricing. Methodology: The research draws on theories of cost-based pricing, enterprise financial stability, and the reserve approach. Findings: The study proposes an original pricing method and an algorithm for its implementation, defines the conditions and scenarios for its ap-plication, and provides management recommendations for forming an order portfolio in industrial markets during periods of falling demand. The proposed management algorithm was tested using the example of an enterprise specializing in the production of lifting equipment. Originality and contribution: The originality and value of the results lie in the application of a novel methodolog-ical approach to pricing in B2B markets – the reserve approach – which enables management to enhance the flexibility of pricing policy without compromising the financial stability of the enter-prise, by setting short-term low prices in response to unfavorable changes in demand.
Keywords: pricing methods, cost pricing, reserve approach, low demand, falling de-mand, industrial
enterprise, manufacturing industry.

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INTERNATIONAL MARKETING

Augmented reality technologies in digital marketing: trends and challenges in the Vietnamese market
Tran Khanh Ha, 4th year bachelor’s student, Higher School of Creative Industries, Plekhanov Russian University of Economics, e-mail: trankhanhha689@gmail.com
OCRID ID: 0009-0001-5874-7858
Koshel V.A., Associate Professor, 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

In Vietnam, augmented reality (AR) technologies are being actively developed in digital marketing interactions and e-commerce platforms, particularly to influence consumer behaviour. This study analyses the application of AR technologies in digital marketing in the Vietnamese market in order to identify opportunities to improve advertising effectiveness. To achieve the objective, the undertaken study uses a mix of quantitative and qualitative research methods, combining content analysis and case study. As a result of the research, the authors note that despite the significant potential of AR technologies, their adoption in digital marketing faces significant challenges, such as high investment costs and limited understanding of the technology in a number of companies. As a conclusion, this article formulates specific recommendations that open new perspectives for improving marketing communications that utilise augmented reality technologies.
Keywords: Augmented reality (AR), Digital Marketing, AR Advertising, Consumer Behavior, Customer Interaction, Vietnam.

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