DOI: 10.33917/mic-4.123.2025.34-46

This article examines the organizational and economic aspects of the application of the concept of engagement–influence and cognitive marketing in the strategic development of a wholesale network enterprise in modern socio-economic conditions. It is shown that competent construction of information about the product and positioning of the goods for the consumer increases satisfaction from the use of the product and makes the client return to this product. The cognitive concept of marketing is analyzed, which involves teaching the client the correct information about the product and the mechanics of its use, integrating this product into the daily routine and developing a culture of consumption of this product for a wide audience.

 The work of a network wholesale enterprise on the use of various strategies and tools of involvement–influence and cognitive marketing to promote its brand in the market and effective strategic business development is studied.

References: 

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DOI: 10.33917/mic-6.119.2024.55-70

This article examines the socio-economic aspects of the production and trade labeling of commodity brands in light industry in modern conditions.  It is shown that since 2024, production and trade labeling has become mandatory for all participants in the Russian market. By this time, all manufacturers, importers and retailers must be registered in the Honest Mark system and will be required to transmit data on each concluded transaction. The requirements of GOST R 51201–98, which is a regulatory document that establishes the basic requirements for barcodes used in various sectors of the Russian economy, are analyzed. Several basic barcoding systems are considered, each of which has its own characteristics and specifications, namely: EAN-13, Code 39, QR codes, RFID codes and Data Matrix.  The socio-economic aspects of the implementation of production and trade labeling of the world brands «A.L.C», «GAP», «Nike» are considered as industry examples. It is shown that brands with a well-known reputation usually monitor the quality of their products and try to preserve their reputation, so labeling in such cases acts as a guarantee of good quality.

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1. Hakobyan I.A. Labeling of goods by means of identification: protection of the domestic market of Russia and ensuring consumer safety. In the collection: Science Day. Blagoveshchensk, 2023. pp. 334–335.

2. Alyapkina V.G. The system of marking goods with control identification marks. A step into science. 2017;2:9–12.

3. Borovikova E.V. Improvement of tax administration based on the requirements for labeling goods. Taxes and taxation. 2020;5:61–75.

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8. Zemlyakova S.N. Analysis of labeling procedures for light industry products. Innovative scientific research. 2021;3–1(5):56–62.

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11. Kaplina E.S. Application of FRID technologies in marking goods with control marks with RFID tags for customs purposes. In the collection: Foreign economic activity: customs aspect, 2019. pp. 82–85.