Unstable political and economic situation in Russia and in the whole world affect all the product markets. In 2014 in Russia, the downturn of purchasing activities of customers was registered and as a result the decrease of the sales on the auto moto market, the retail market as a whole were registered as well. The market of luxury and premium products and services is also affected by economic uncertainty and turbulence. Experts had forecasted the changes in the consumer behavior and turn of the consumers to the less expensive and prestige products and services. This article is describing the typology of consumer behavior in Russia during economic unstable external marketing environment and turbulence. It also gives the description of possible scenarios of the Russian luxury market development during the period of economic sanctions.
The purpose of this study is to analyze the best marketing practices for the formation of competitive advantages based on key competencies. The use of such research methods as analysis, synthesis, deconstruction, traditional and content analysis of secondary information, allowed the authors to select from a large array of data on international and Russian-based practices for increasing competitiveness, mainly marketing and management technologies. These technologies allow the authors developing key competencies to create competitive advantages. The scientific novelty of the research is the systematization of current advanced international and Russian-based practices for managing competitiveness for the period 2015-2020. The basis is the authors' methodological approach to highlighting areas for creating competitive advantages by businesses developed on key competencies. The results of the study were expressed in the: first, the authors identified three main areas of creating competitive advantages based on key competencies: allowing to create value for consumers, differentiate from competitors, and have versatility; secondly, the content of competencies corresponding to the characteristics of key competencies has been determined; thirdly, advanced marketing and management technologies for creating competitive advantages with a focus on digitalization, collaboration and creativity have been systematized.
Purpose: the purpose of the article is to systematize the methods of combating counterfeiting of premium brands in order to justify the need to shift the focus from the use of methods of exclusively state regulation, mainly of a legal and technological nature, to marketing methods to curb the growth of counterfeit products for premium brands.Methods: the study is based on the use of desk methods for collecting and processing data, using methods of systemic and structural-functional assessment of actual data, methods of multidimensional classification in segmenting consumers of counterfeit products, methods of indexing and structuring marketing methods to combat counterfeit products.Results: based on the analysis of the state of the market for counterfeit premium brands and the methods used to counteract the production and distribution of counterfeit products, the authors systematized marketing methods to curb the growth of consumer demand for counterfeit products of premium brands, which made it possible to identify new methods to combat counterfeiting. As part of the systematization carried out by the authors, the types of consumers of counterfeit products of premium brands are classified based on psychographic and behavioral segmentation, as well as groups of offline, online and combined marketing methods to counter the spread of counterfeit of premium brands.Conclusions and Relevance: the results of the study will allow premium brand stakeholders to form a broader view of the set of methods used to combat counterfeit products and improve the effectiveness of the methods used.
The purpose of this research is to study consumer satisfaction with the perceived quality of ground public transport (GPT) services in the Moscow metropolitan area. The methodology used includes identification of the quality attributes of GPT services relevant to consumers which affect consumer satisfaction, the choice of alternative transport modes, and the competitiveness of GPT services. Study reliability is ensured by a representative sample which included the results of an online survey of 1517 respondents, cluster analysis and the employment of the CHAID decision tree method. The authors formulated and confirmed 4 hypotheses. Thirty-two attributes influencing consumer satisfaction with GPT services were obtained; clusters with different degrees of satisfaction were identified; and attributes of perceived quality that are important for consumers when choosing transportation modes were revealed. Recommendations for marketing and management solutions to improve the competitiveness of urban GPT services in relation to substitutes in order to increase the mobility of the population and reduce the environmental pollution of the metropolis were proposed.
The article is devoted to the issues of modeling the accessibility of public transport and the formation of its criteria by using geographic information systems (GIS). The paper presents an analysis of the relationship between transport development and the development of large cities. The article analyzes the world and domestic experience of using transport availability indices in urban planning policy: public transport accessibility indices; a model of transit-oriented development, examples of its practical application in various cities worldwide. Based on the study of a number of methods based on objective and subjective assessments of the level of transport accessibility, it was concluded that there is currently no universal methodology for a comprehensive assessment of the transport accessibility in megalopolises (objective and perceived). The modern possibilities of solving the tasks set by geomarketing technology based on the use of big data are identified. The practical significance of the results obtained by the authors is due to the possibility of forming, on the basis of the studied methods, a system for analyzing the transport accessibility of capital objects in Moscow, differentiating the level of transport accessibility for different groups of the population.
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