DOI: 10.24412/2071-3762-2020-12286-3-12
Analysis and Prediction of Changes in Customers’ and Retailers’ Behavior under the COVID-19 Pandemic’s Influence in Russia

Burmistrov Andrey Nikolaevich, Candidate of Economics, Associate Professor of Higher School of Service and Trade, Peter the Great St. Petersburg Polytechnic University, Polytechnic str., 29, St. Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kostin Konstantin Borisovitch., Habilitation in Economics, Full Professor of the World Economics and International Economic Relations Department, St. Petersburg University of Economics, Sadovaya str., 21, St. Petersburg, Russia, 191023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Semenova Anastasia Alekseevna, Candidate of Social Sciences, Associate Professor of the Department of State, Municipal and Social Management, The Herzen State Pedagogical University of Russia, 48, Moika Emb., St. Petersburg, Russia, 191186 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The results of the study will be useful primarily to top managers of retail chains for adjusting their strategy, taking into account the changed customer “portrait” and customer behavior.

Keywords: consumer behavior; food market; Russia; phygital; digital transformation; COVID-19; omnichannel; marketing research.

DOI: 10.24412/2071-3762-2020-12286-13-20
On the Role of Market Research in the Strategic Development of the Organization

Tabashnikova Olga Lvovna, Ph.D., associate prof. of Management and Business Technology department of Kemerovo institute (branch) of Plekhanov Russian University of Economics; Kuznetsky Ave. 39, Kemerovo, Russia, 650992 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Stolbova Marina Igorevna, Master’s student of Kemerovo institute (branch) of Plekhanov Russian University of Economics; Kuznetsky Ave. 39, Kemerovo, Russia, 650992 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article empirically substantiates that well-organized research activities, including quantitative and qualitative market research of the external environment, as well as the ability to correctly interpret the data obtained in the current economic situation become a prerequisite for both the survival of the enterprise and its competitiveness. The choice of a set of methods of market research for a particular enterprise is conditioned by a number of factors, including: the purpose of the study, the type of data, the strategy of the enterprise, etc. At the same time, a special role is played by high-quality marketing research, the results of which are intended to become the basis for market segmentation, positioning of business, goods, services, as well as for clarifying the target audience, etc.A special role among high-quality marketing methods is played by the determination of the consumer loyalty index. Possession of information about the change of this indicator will make it easier for the company to eliminate problems in working with customers, will allow to measure the effectiveness of innovations, increase profits. Customer segmentation by consumer loyalty index allows businesses to differentiate their customer engagement strategy according to a particular customer category. This approach opens the possibility for the Company to reduce customer outflows and maintain it at the desired level, ensuring the Company’s stable growth and development. In turn, the presence of loyal Company customers allows to reduce the transaction costs associated with finding information to expand the customer base, negotiating, signing initial contracts, which leads to better business efficiency, and better customer satisfaction.

Keywords: quantitative and qualitative market research; Consumer Loyalty Index (NPS or Net Promoter Score); NPS-based customer engagement strategy differentiation.

DOI: 10.24412/2071-3762-2020-12286-21-28
Dynamics, Factors and Trends in the Development of the National Truck Market

Sidorenko Alisa Sergeevna, Applicant, Department of Management and Marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The national truck market in the Russian Federation is one of the largest domestic markets for industrial products for industrial and technical purposes and is characterized by a number of significant marketing features that determine its scale, the specifics of the marketing system and the prospects for development in the context of increasing industrial competitiveness. The fundamental factors that determine the formation of demand in the national truck market include: the current state and prospects for increasing business activity in the segment of road freight transport of the national transport complex; the current state and prospects for updating the national truck fleet. The coronavirus pandemic has had the most serious impact on the market – restrictions on the work of retailers, as well as the uncertainty of the economic situation in the country caused a noticeable drop in sales. It is expected that in the coming years, sales of trucks will begin to grow against the background of stabilization of the Russian economy. However, the growth rate will be low, since the crisis changes in the economy will be of a fundamental nature, consumer demand will significantly decrease relative to its stationary level.

Keywords: national automobile market; competitiveness in export markets; domestic truck market; business activity in freight transport; freight turnover of road transport.

DOI: 10.24412/2071-3762-2020-12286-29-34
Telemedicine as a Tool for Remote Marketing Communications in the Healthcare Sector

Lugovskaya Maria Vladimirovna, Candidate of Sociological Sciences, Senior Lecturer, Department of Management and Marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015. (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Zubareva Natalia Nikolaevna, Candidate of pedagogical sciences, associate professor, Applicant, Department of Management and Marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015. (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Healthcare Marketing Communications is a communication field in which such groups of counterparties as: public authorities, insurance companies, healthcare professionals, representatives of the media, patients and other parties interested in preserving and promoting public health are represented. In the context of an unprecedented burden on medical professionals during the coronavirus pandemic, such a direction of development of remote marketing communications in the field of healthcare as telemedicine has become in great demand. Although this industry has developed at a steady pace, the COVID-19 pandemic has demonstrated its full value. After the world has finished dealing with the pandemic and its consequences, we will enter a new reality where telemedicine will take its place. Even now, to some extent, remote patient care is being implemented, «correspondence» consultation of fellow doctors is being carried out, and more and more medical services are being launched.

Keywords: communication interaction in medicine; healthcare marketing; social distancing; telemedicine services; accessibility of remote medical consultations; advantages of digital medicine.

DOI: 10.24412/2071-3762-2020-12286-35-40
Marketing Component of the Economy of a Modern Region: Territory Image Creation and Development

Kamyshanchenko Elena Nikolaevna, Doctor of Pedagogical Sciences, Professor, Head of the Department of World Economy, Belgorod State National Research University; Victory st. 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Morusov Sergey Aleksandrovich, Applicant, Department of Management and Marketing, Belgorod State National Research University; Victory st. 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Various marketing projects can provide significant assistance in increasing the level of competitiveness of the territory, in creating strong regional brands for both internal and external stakeholders. Each region tries to differentiate and separate itself from others by profiling its economic and living space. An effective regional marketing strategy ensures the creation of a recognizable system of unique features of the region, which is a key factor in attracting investment to the region, including foreign direct investment. The importance of territory marketing management in terms of meeting the needs of domestic consumers and attracting external economic agents is mediated by the realities of modern economic development in various regions of the country and the focus on the formation of territories of sustainable growth. It is obvious that these realities are characterized by uneven regional development. High competition between territories in the management of their brands increases the importance of marketing management in solving issues of accelerated development.

Keywords: brand of the territory; image of the region; marketing management; target audiences; external consumers; internal consumers; competitiveness; sustainable development.

DOI: 10.24412/2071-3762-2020-12286-41-48
Social and Ethical Aspects of Relationship Marketing in the Context of Sustainable Development

Shevyakov Yuri Alexandrovich, Applicant, Department of Management and Marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In a world of identical goods and services, the most important resource that determines the «rank» of a company is relationships. In an environment where traditional methods of promotion work less and less, the emphasis is shifting towards building long-term relationships of a new level. This level is called «Social orientation of business». On the one hand, it seems that the concept of ethics restricts marketing and makes it less effective. But in the long run, it is social and ethical marketing that will bring results to the enterprise that uses its tools. Consumers do not want false colorful promises, they need honest communication with the brand. Hiding the facts about the product, incomplete provision of information leads to unjustified expectations of the consumer and, as a result, damages the reputation. Unethical communication methods irritate users and, as a result, also lead to reputational losses. And, of course, it is worth paying attention to the increasing desire of people to take care of the environment and the social sphere. Companies that includes these issues in its marketing interests gains a competitive advantage and becomes interesting to people who share their values.

Keywords: consumer demand; concept of social and ethical marketing; product improvement; universal moral norms; social projects; corporate responsibility; long-term effect; relationship marketing; sustainable