DOI: 10.33917/mic-2.121.2025.82-89

The purpose of the study is a comprehensive assessment of the role of marketing communications in the development of commercial companies. In this regard, both classic promotion tools and innovative individualized tools are considered. The essence and significance of integrated communications are defined. The specifics of the activities of brand ambassadors as an effective form of promotion are revealed.

References:

1. Abramov R.A., Temnikova Yu.Yu. Evaluation of the effectiveness of communications of the Department of Transport and Development of Road Transport Infrastructure of Moscow with the population within the framework of the implementation of strategic projects. Management Sciences. 2024;14(4): 53-66.

2. Aleksunin V.A. Marketing communications / Aleksunin V.A., Dubanevich E.V., Sklyar E.N. Moscow: Dashkov i K, 2023.196 p.

3. Varlygina Z.V. Types of marketing information obtained from social networks and ways of working with it. Marketing and marketing research. 2024;4:43-48.

4. Kuzmina O.G. Integrated marketing communications. Theory and practice of advertising: textbook / O.G. Kuzmina, O.Yu. Posukhova. M.: RIOR: INFRA-M, 2023. 187 p.

5. Polit-Zanizdra T.A. Brand ambassadors – a new link between business and consumer. Young scientist. 2024;18:432-434.

6. Sinyaeva I.M. Marketing for masters: Textbook / Under the general editorship of I.M. Sinyaeva. M.: University textbook, NIC INFRA-M, 2022. 368 p.

7. Smirnov I.V. Theory of marketing communications: a tutorial. Vladimir: VSU, 2022. 163 p.

8. Tutov L.A., Izmailov A.A. Digital technologies at the service of entrepreneurship: new challenges for regulation. Bulletin of Moscow University. 2024;3:81-89.

9. Chumikov A.N. Advertising and public relations: Image, reputation, brand. 2nd ind., corr. and add. Textbook. Series «Textbook of the new generation». Moscow, 2023. 159 p.

10. Yagodkina M.V. Advertising in the communication process: teaching aid. St. Petersburg: Piter, 2024. 28 p.

DOI: 10.33917/mic-2.115.2024.35-50

The issues of the correct application of mathematical statistics in the processing of marketing research results, taking into account the type of data obtained, are considered. The parameters of the configuration of images of market objects (goods/ trademarks/ firms) in the space of image-forming factors of interval type, characterizing the location, formedness and differentiation of images, are discussed. Examples of the analysis of images of market objects in the space of interval type factors (both initial and quantified) are given. Possible conclusions about the configuration of images are considered, practical recommendations on the selection of target segments and determining the optimal position for a product / brand/ company are discussed.

References:

1. Zakuskin S.V. Type data consideration in market objects analysis. Part 1. Building images based on factors of non-numeric types. Microeconomics. 2023;5:23–38 (In Russ.).

2. Zakuskin S.V. Type data consideration in market objects analysis. Part 2. Building images based on factors of numeric types. Microeconomics. 2023;6: 29–47. (In Russ.).

3. Zakuskin S.V. Type data consideration in market objects analysis. Part 3. Analysis of images and positions by factors of non-numeric types. Microeconomics. 2024;1:35–54. (In Russ.).

4. Zakuskin S.V. Analysis of consumer ideals in the image-forming space:  building perfect images. Microeconomics. 2021;3:22–31. (In Russ.).

5. Zakuskin S.V. Analysis of market images formedness. Creative Economics. 2020;6:1115-1136. (In Russ.).

6. Zakuskin S.V. Analysis of market images differentiation. Creative Economics. 2020;7:1447-1466. (In Russ.).

7. Zakuskin S.V. Integration of marketing communications based on the analysis of consumer preferences. Russian entrepreneurship. 2018;19(6):1913-1937. (In Russ.).

DOI: 10.33917/mic-1.114.2024.35-54

The issues of the correct application of mathematical statistics in the processing of marketing research results, taking into account the type of data obtained, are considered. The parameters of the configuration of images of market objects (goods/ trademarks/ firms) in the space of image-forming factors of nominal and ordinal type, characterizing the location, formedness and differentiation of images, are discussed. Examples of the analysis of images of market objects in the space of nominal and ordinal type factors (both initial and quantified) are given. Possible conclusions about the configuration of images are considered, practical recommendations on the selection of target segments and determining the optimal position for a product / brand/ company are discussed.

References:

1. Zakuskin S.V. Type data consideration in market objects analysis. Part 1. Building images based on factors of non-numeric types. Microeconomics. 2023;5:23-38 (In Russ.).

2. Zakuskin S.V. Integration of marketing communications based on the analysis of consumer preferences. Russian entrepreneurship. 2018;19(6):1913-1937 (In Russ.).

3. Zakuskin S.V. Analysis of consumer ideals in the image-forming space:  building perfect images. Microeconomics. 2021;3:22-31 (In Russ.).

4. Zakuskin S.V.  Analysis of market images formedness. Creative Economics. 2020;6:1115-1136 (In Russ.).

5. Zakuskin S.V. Analysis of market images differentiation. Creative Economics. 2020;7:1447-1466 (In Russ.).

6. Zakuskin S.V. Nontrivial results of descriptive statistics in marketing research. Russian entrepreneurship. 2018;19(12):4041-4064 (In Russ.).

7. Zakuskin S.V. Evaluation of the relative and absolute attractiveness of target group segments. Marketing and marketing research. 2020;2:92-102 (In Russ.).

DOI: 10.33917/mic-6.113.2023.29-47

The issues of the correct application of mathematical statistics in the processing of marketing research results, taking into account the type of data obtained, are considered. The indicators of the trend and the spread of data in the analysis of consumer preferences and perception of market objects (goods/ trademarks/firms) in relation to numeric data (interval-type and stronger) are discussed. Examples of constructing images of market objects based on interval type data are given. The advantages of analyzing interval-type factors constructed in an optimal way in solving the tasks are shown.

References: 

1. Zakuskin S.V. Type data consideration in market objects analysis. Part 1. Building images based on factors of non-numeric types. Microeconomics. 2023;5:23–38. (In Russ.).

2. Orlov A.I. Non-numeric statistic. Moscow: MZ–Press, 2004. 513 p.

3. Zakuskin S.V. Integration of marketing communications based on the analysis of consumer preferences. Russian entrepreneurship. 2018;19(6):1913–1937. (In Russ.).

4. Zakuskin S.V. Analysis of consumer ideals in the image-forming space: problem statement and identification of factors. Microeconomics. 2021;2: 19–31. (In Russ.).

5. Zakuskin S.V. Analysis of consumer ideals in the image-forming space:  building perfect images. Microeconomics. 2021;3:22–31. (In Russ.).

6. Zakuskin S.V. On the question of the legality of applying mathematical and statistical methods to research data of the «wrong» type. Practical marketing. 2022;9:3–23. (In Russ.).

7. Kendall M.G., Stuart A. Distribution theory. Moscow: Science, 1966. 588 p.

8. Zakuskin S.V. Analysis of emotional preferences in the image-forming space. Microeconomics. 2021;4:42–56. (In Russ.).

DOI: 10.33917/mic-5.112.2023.23-38

The article examines the regional structure of investment in the development of renewable sources of electricity and the impact of the global energy crisis on its volume. Forecasts are made for the development of renewable energy based on the current state and the impact of the global energy crisis on the plans drawn up by the world community to achieve sustainable development goals. Structural changes in the global energy transition and, in particular, in the process of developing electricity generation based on renewable energy sources in the period from 2021 to 2022 are analyzed.

References: 

1. Aivazyan S.A., Buchstaber V.M., Yenyukov I.S., Meshalkin L.D. Applied statistics: Classification and reduction of dimensionality. Moscow: Finance and Statistics, 1989. 607 p.
2. Zakuskin S.V. On the question of the legality of applying mathematical and statistical methods to research data of the «wrong» type. Practical marketing. 2022;9:3-23 (In Russ.).
3. Zakuskin S.V. Analysis of consumer ideals in the image-forming space: building perfect images. Microeconomics. 2021;3:22-31(In Russ.).
4. Zakuskin S.V. Analysis of consumer ideals in the image-forming space: problem statement and identification of factors. Microeconomics. 2021;2: 19-31(In Russ.).
5. Zakuskin S.V. Integration of marketing communications based on the analysis of consumer preferences. Russian entrepreneurship. 2018;19(6):1913-1937 (In Russ.).
6. Kendall M.G., Stuart A. Distribution theory. Moscow: Science, 1966. 588 p.
7. Orlov A.I. Non-numeric statistic. Moscow: MZ-Press, 2004. 513 p.

DOI: 10.33917/mic-5.106.2022.26-49

This study considers the analytical principles of market object perception (goods, trademarks, firms) by consumer in the image-forming space, with an emphasis on the correctness of the application of methods and interpretation of results (in terms of comparing perceived positions with competitors’ positions against the consumer ideals). The proposed approach to analysis is based on the identification of factors that determine market processes and the construction of images of real goods / brands / firms in the perception of representatives of the target group. The issues of product / brand / company promotion are discussed based on the analysis of consumer perception. The presented approach is applied to solve some practical problems, such as identifying factors of perception of goods / brands / firms, building their images in the space of consumer attitudes, analyzing the configuration of images in comparison with the competitors and ideals, developing a strategy and essential details of promotion.

References:

1. Aivazyan S.A., Buchstaber V.M., Enyukov I.S., Meshalkin L.D. Applied Statistics: Classification and Dimension Reduction. M.: Finance and statistics, 1989. 607 p. (In Russ.).

2. Zakuskin S.V. Analysis of consumer perception in the space of image-forming factors. Part 1. Positions in comparison with the ideal. Microeconomics. 2022;4:5-24. (In Russ.).

3. Zakuskin S.V. Analysis of rational preferences in the image-forming space. Microeconomics. 2022;1:40-54. (In Russ.).

4. Zakuskin S.V. Analysis of rational choice in the image-forming space. Microeconomics. 2021;5:14-29. (In Russ.).

5. Zakuskin S.V. Formation of integral indicators in marketing research based on the results of quantification. Creative Economy. 2021;15(5):2091-2114. (In Russ.).

6. Zakuskin S.V. Features of the analysis of formation and differentiation of market images in the space of rational relations/ Creative Economy. 2020;14:12. (In Russ.).

7. Zakuskin S.V. Controlling the movement of market images in a competitive environment. Creative Economy. 2020;14(10):2457-2480. (In Russ.).

8. Zakuskin S.V. Analysis of the competitive situation through the study of the configuration of images in the market space. Creative Economy. 2020;14(8):1795-1820. (In Russ.).

9. Zakuskin S.V. Analysis of differentiation of market images. Creative Economy. 2020;14(7):1447-1466. (In Russ.).

10. Zakuskin S.V. Analysis of the formation of market images. Creative Economy. 2020;14(6):1115-1136. (In Russ.).

11. Zakuskin S.V. The entertainment center services market: a look through the prism of image-forming factors. Part 7. Peculiarities of rational perception. Creative Economy. 2020;14(1):93-113. (In Russ.).

12. Zakuskin S.V. The entertainment center services market: a look through the prism of image-forming factors. Part 3. Peculiarities of emotional perception. Creative Economy. 2019;13(8):1573-1596. (In Russ.).

13. Kendall M., Stuart A. Theory of distributions. M.: Nauka, 1966. 588 p. (In Russ.).

DOI: 10.33917/mic-4.105.2022.5-23

This study considers the analytical principles of market object perception (goods, trademarks, firms) by consumer in the image-forming space, with an emphasis on the correctness of the application of methods and interpretation of results (in terms of comparing perceived positions with consumer ideals). The proposed approach to analysis is based on the identification of factors that determine market processes and the construction of images of real goods / brands / firms in the perception of representatives of the target group. The issues of product / brand / company promotion are discussed based on the analysis of consumer perception. The presented approach is applied to solve some practical problems, such as identifying factors of perception of goods / brands / firms, building their images in the space of consumer attitudes, analyzing the configuration of images in comparison with the ideal, developing a strategy and essential details of promotion.

References:

1. Aivazyan S.A., Buchstaber V.M., Yenyukov I.S., Meshalkin L.D. Applied statistics: Classification and reduction of dimensionality. M.: Finance and statistics, 1989. 607 p. (In Russ.).

2. Zakuskin S.V. Analysis of rational preferences in the image-forming space. Microeconomics. 2022;1:40-54. (In Russ.).

3. Zakuskin S.V. Analysis of consumer ideals in the image-forming space. Building perfect images. Microeconomics. 2021;3:22-31. (In Russ.).

4. Zakuskin S.V. Analysis of consumer ideals in the space of image-forming factors. Problem definition and identifying the factors. Microeconomics. 2021;2:19-31. (In Russ.).

5. Zakuskin S.V. Accounting commercial attractiveness when segmenting the target group. Creative economy. 2021;15(2). (In Russ.).

6. Zakuskin S.V. Segmentation of the target group based on consumer preferences. Creative economy. 2021;15(1). (In Russ.).

7. Zakuskin S.V. Particularities of the analysis of the market images formedness and differentiation in the rational relation space. Creative economy. 2020;14(12). (In Russ.).

8. Zakuskin S.V. Control of the movement of market images relative to consumer ideals. Creative economy. 2020;14(9):2055-2078. (In Russ.).

9. Zakuskin S.V. Analysis of market images differentiation. Creative economy. 2020;14(7):1447-1466. (In Russ.).

10. Zakuskin S.V. Analysis of market images formedness. Creative economy. 2020;14(6):1115-1136. (In Russ.).

11. Zakuskin S.V. The market of services of entertainment centers: a look through the prism of image-forming factors. Part 8. The combination of rational and emotional aspects. Creative economy. 2020;14(3):367-398. (In Russ.).

12. Zakuskin S.V. Evaluation of the relative and absolute attractiveness of target group segments. Marketing and marketing research. 2020;2:92-102. (In Russ.).

13. Zakuskin S.V. Integration of marketing communications based on the analysis of consumer preferences. Russian entrepreneurship. 2018;19(6):1913-1937. (In Russ.).

14. Kal’kova N.N. Research of consumer preferences and factors influencing the choice of cheese in a real environment. Bulletin of the Altai Academy of Economics and Law. 2021;8-1:22-31. (In Russ.).

DOI: 10.33917/mic-1.102.2022.40-54

The principles and algorithms of the analysis of rational preferences of the target group in the image-forming space are considered, with an special attention on the correctness of the application of methods and interpretation of results, based on the identification of factors that determine market processes, and the construction of images of ideal goods/ brands/ firms in the perception of the target group. The issues of promoting a product/ brand/ company based on the analysis of rational preferences are discussed. Examples of solving practical problems of identifying factors of rational preference of goods/ brands/ firms, building their ideal images in the space of rational preferences, analyzing the configuration of ideal images, developing a strategy and essential details of promotion are given using the presented approach.

This article is a continuation of the author’s research presented in No 2(97), No 3(98), No 4(99) and No 5(100) of the journal for 2021.

DOI: 10.33917/mic-5.100.2021.14-29

The principles and algorithms of the analysis of consumer preferences in terms of identifying and researching the area of rational choice (a set of characteristics taken into account by representatives of the target group in the process of rational choice of a product/ brand/ firm) are considered. Special attention is paid to the correctness of the application of the methods and the interpretation of the results. The issues of product/ brand/ company promotion based on rational choice analysis are discussed. Examples of solving practical problems of identifying factors of rational choice of goods/ brands/ firms, constructing areas of rational choice, analyzing the configuration of areas of choice, developing a strategy and essential details of promotion are given using the presented approach.

This article is a continuation of the author’s research presented in No 2(97), No 3(98) and No 4(99) of the journal for 2021.

DOI: 10.33917/mic-4.99.2021.42-56

The problem of analyzing consumer ideals in the image-forming space with an emphasis on the correctness of the application of methods and the interpretation of the results is considered. The principles and algorithms of research of emotional preferences of the target group are presented on the basis of identification of image-forming factors that determine market processes, and construction of emotional images of ideal goods/ brands/ firms in the perception of representatives of the target group. The issues of product/ brand/ company promotion based on the analysis of consumer ideals in the emotional sphere are discussed. Examples of solving practical problems of identifying factors of emotional preference of goods/ brands/ firms, building their ideal images in the space of emotional preference, analyzing the configuration of ideal images, developing a strategy and essential details of promotion are given using the presented approach.

This article is a continuation of the author’s research presented in No 2 (97) and No 3 (98) of the journal for 2021.