Abstract: Cross-promo is becoming more and more popular among companies in the Russian market. Both representatives of large businesses and medium-sized companies resort to this marketing mechanics. The article discusses in detail the theoretical aspects and reasons for the growing popularity of cross-promo, analyzes the important nuances that companies face when conducting this type of activity, and the main mechanics of this type of partner campaigns, and also provides recommendations for organizing an effective cross-promo. The subject of the study is cross-promo, and the object is the growing popularity of this mechanics among companies in the Russian market. The purpose of the work is to systematize the varieties of cross-promo. The result of this study is a detailed description of various types of cross-promos and the formulation of recommendations for the successful conduct of promotions. Cross-promo formats such as sampling, organization of joint events, joint advertising campaigns, organization of recommendation cross-promo, joint promotions and contests, implementation of partner programs and loyalty programs, joint creation of products are considered in detail. The uniqueness of the article consists in identifying the factors that determine the achievement of the planned indicators for this type of promotions. Recommendations are given on the choice of partners for cross-promo and the formation of promotional offers attractive to the target audience.

Keywords: cross marketing, sales, attracting clients, promotion, advertising, advertising campaigns, affiliate marketing, marketing, cross-promotion, promo

Abstract: During the period of restrictions and prohibitions imposed as a result of the coronavirus pandemic, the possibility of promoting goods and services on the Internet has become particularly relevant. The use of Internet marketing tools not only allows organizations to successfully interact with the target audience in an online environment, but it is often cheaper than promotion through traditional media channels. The object of the study is Internet marketing, the subject of the study is Internet marketing tools and their effectiveness for the promotion of educational services in higher educational institutions. The purpose of this study is to identify effective ways of Internet promotion of educational services of higher educational institutions. The methodological basis of the research is the results of: monitoring and analysis of domestic and foreign publications on the identified issues; analysis of the report of the analytical organization "Levada Center"; analysis of the effectiveness of Internet promotion of the Department of Marketing and Trade of Vladivostok State University of Economics and Service, including analysis of statistical data of the Facebook advertising cabinet; as well as a survey of consumers of educational services.    The article analyzes the effectiveness of an advertising campaign to promote educational services using various Internet marketing tools, identifies the most effective of the tools used. The authors' special contribution to the research of the topic is: differentiation of Internet marketing tools depending on the purpose of promoting educational services, as well as evaluation of the effectiveness of an advertising campaign to promote educational services during the admission campaign. The results of the study can be used by the heads of universities and its structural divisions in order to improve the promotion of educational services, as well as by researchers for further research in this area.

Keywords: landing pages, Instagram, reception campaign, social network, educational services, higher educational institution, content strategy, internet marketing, advertising campaign, effectiveness

Abstract: The growing role of social networks in the processes of interaction with the audience, as well as changes in people’s perception of information towards the prevalence of visual data, offer new promotion opportunities. Emphasis is placed on the visual communication in the Internet environment through website or other digital media with image content. The authors describe the relevant results of implementation of creative ideas for the well-known coffee shop chain in the resort city of Sochi. The subject of this research is the use of visual communications in promoting a coffee shop. The study employs the methods of observation, SWOT analysis, sociological survey of target audience, communication audit, and brand visualization. The goal of this article lies in examination and development of visual communications in HoReCa sales (hotel and restaurant business) on the example of the coffee shop “SURF Coffee”. The authors aim to explore the concept of visual communications in marketing and the potential of visual merchandizing in brand promotion, as well as to formulate and implement the ideas on the development of visual communications in digital environment, calculate the effect of implementation of the proposed measures. Attractive visual content is currently the foundation of online promotion, namely in SMM. This includes the design, arrangement, overall color scheme, and style of posts. Therefore, it is very important to optimize the appearance of corporate accounts of HoReCa enterprises in social networks. It is indicated that the current design should be dynamic and correspond to the global trends and events. However, the presence of “live” and unique photo and video content that brings the brand closer to its target audience is crucial. It creates the "presence effect", enticing the potential guests to visit the coffee shop.

Keywords: social media, business perception, content, brand, visual communication, marketing communications, photography, coffee shop, digital environment, trend

Abstract: The subject of this research revolves around capabilities of modern marketing in the research of the tourism market. It demonstrates the importance of development of easy to access and simple to apply marketing tools for the tourism market that would be capable of tackling the research tasks. It is established that the widely used market research methods in the tourism sphere include analysis of documents, consumer polls, expert assessments and experimental approaches. Special attention is given to the assessment of the representation of poll results and determination of the necessary sample size. A brief overview is made on the approaches towards segmentation of tourism market by various criteria. The scientific novelty pertains to development of an original approach towards proper positioning of tourism services in the domestic market. This article presents the results of marketing research of the demand in the tourism market of Kazan on the basis of consumer polling. The work highlights five segments of consumers, and draws conclusions on structural shifts in their demand at the brink of the 2017 season. There is evidence of increased interest towards domestic and foreign tourism, as well as key positions of leisure and recreation being taken by tourism. For efficient positioning, travel agencies are offered three criteria of segmentation: scale of business, seasonality, and consumer mentality. For the purposes of segmentation, the authors conduct expert interviews among Kazan’s travel agencies, and highlight the most efficient segments from the commercial point of view.

Keywords: efficiency, positioning, demand, segmentation, poll, tourism market, marketing tools, scale of business, seasonality, consumer mentality

Abstract: The object of this research is the product range of food companies on the example of a meat processing plant. The subject of this research is the unmanageable and uncontrollable product range of food companies. The goal is to devise methodology and tools for managing product range. The author meticulously examines such instruments as structuring, systematization and balancing of product range in width and depth. Special attention is paid to ABC and BCG analyses. Combining the ABC and BCG analyses and structuring of recommendation matrix represents a key aspect in this research. The methodology includes the following stages: systematization of product range by category and width balancing; structuring of product range by profitability, sales and number SCU’s, and depth balancing; conducting ABC analysis by profit within a category; conducting BCG analysis within a category; fusion of ABC and BCG analyses. The scientific novelty of this work consists in fusing the ABC and BCG analyses, as well as forming a matrix for classification of product range, where the entire product range is divided into twelve categories. The author’s contribution into this study lies in the matrix of recommendations for each of the twelve categories. The main conclusion is defined by the fact that using the recommendation matrix, formed on the basis of intersecting of ABC and BCG analyses, will allow for optimized product range management, make sound strategic decisions on product range, as well as structure proper product range policy.

Keywords: the structure of the implementation, the profit structure, the balance of the range, range depth, the width of the range, BCG-analysis, ABC analysis, product range, the structure of the SKU, systematization of the range

Abstract: The object of this research is the active customer base of a food company. The subject of this research is the unregulated active customer base of food companies. The goal lies in the development of technique for studying the active customer base. The author carefully examines such instruments as systematization of the active customer base, presentation of assortment at the sales outlet, as well as ABC analysis of sales outlets. Special attention is given to the instrument of certification of the points of sale, which reveals their potential. An important aspect is the combination of ABC analysis and certification results with construction of recommendation matrix in coordinating the active customer base. Research methodology includes the following stages: systematization of active customer base; presentation of products at the points of sale; ABC analysis of the sales outlets by tonnage; certification of sales outlets; combination of ABC analysis on tonnage and certification. The results of this work help to efficiently manage the active customer base and influence the tonnage and profit ratio. The author recommend applying this research in food companies. The scientific novelty lies in systematization and synthesis of methods and techniques for studying clients of the companies. Food companies, which are both, production and trade. The author’s special contribution consists in the formation of classification matrix of sales outlets and recommendation matrix for each point of sale via combining the ABC analysis and certification of sales outlets.   

Keywords: regional sales channel, budget sales channel, wholesale sales channel, retail, sales channels, outlet, active customer base, firm trade, sales management, ABC analysis

Abstract: The aim of this research is to analyze the results of realizing the market-oriented concept in Russian automotive market and to determine the impact of marketing on its development. M. Porter and R. Grant's model of competitive forces was used to assess the prospects for changing the situation and the main moving forces determining the state of the automotive market. The research revealed that the impact of complementary goods and services: fuel (energy sources), car insurance, car loans, parking, maintenance and repair services is the main moving force in the automotive market. The car manufacturers should build their market orientation on the balance between innovation and marketing competences. As the main research method, the research employs the method of analysis and comparison of statistical reports and analytical articles, characterizing the state of markets for electric and hybrid automobiles in separate countries and the world as a whole, as well as previous studies by the authors. The novelty of this study consists in the approach to assessing the success of the market orientation of the car manufacturers in the field of marketing competencies based on criteria: information support, level of service and infrastructure development, the reputation of the manufacturer, the level of the model's popularity using the methodology for calculating single and integral competitiveness indicators.

Keywords: Competitiveness indicators, Value of innovation, concept of market orientation, Russian car industry, market of electric cars, ecological innovations, Ecomarketing, Key characteristics of the market, Balance of competences, ELLADA

Abstract: In today's society PR technologies are used not only in commercial projects but also in non-profit ones such as activities of art museums. The article presents an overview of the main problems of modern museum marketing in terms of promoting non-profit art museums through popularization of their collections. Branding of art museums is considered as the core technology here. Key issues related to implementation of technologies described in modern researchesare identified based on the example of the analysis of activities in the Krasnoyarsk Museum of Art named after Surikov during the period since 2011 till 2012. The methodology of the present research is the algorithm of creating a brand which is also discussed by today's museum community as the mechanism for popularizastion of museum funds of different kinds and sizes. The main conclusions of the research relate to understanding the actual status of PR technologies in the activity of art museums. Today's situation with art museums emphasizes the need for qualitative interaction between young museum staff generating and developing new ideas and museum 'old identities' who have unique knowledge about museum pieces. The fact that there is no such communication now has a negative effect on the depth and quality of activities and events arranged at art museums. 

Keywords: positioning, creative contests, museum Visitors, art exhibitions, museum practice, PR-technologies, brand name, museum, marketing, museum economy