Transformation of the marketing complex taking into account the features of railway passenger transport services

Abstract

Introduction. The fourth wave of industrialization and total technologization made fundamental changes in the life of society and in business, including marketing. The issues of the essence and depth of transformational processes in marketing, the need to find a new paradigm of the marketing complex, the rationality of combining its classical and modern tools, the conditions of interaction with clients and the role of society in “marketing 4.0” remain controversial among scientists and practitioners. Investigate the genesis of the marketing complex from its origins to the present and its optimal model in terms of meeting the requirements of the time, product features of the transport market, and the concept of marketing on rail passenger transport. Results. Diachronic analysis of the transformation of the basic variant of the marketing complex made it possible to identify the reasons for these changes and to prove the inexpediency of forming a new paradigm of the marketing complex and the simultaneous application of several of its variants. It is shows that all subsequent models were developed based on the “4P” model. This model is the most successful, but it should be constantly evolving. Its «product» element, which is transforms into a “merchandise” in the “4M” model, is able to reflect the multicomponent and complex nature of the service for railway passengers. The key aspects of the transformation of the “4P” complex into the “4C” complex are considered, both versions of which are more customer-oriented, in the context of “marketing 4.0”. It found that the main reason for the emergence of “marketing 4.0” was the change in the role of marketing in society, a sharp increase in its social significance. The development of Internet technologies and the change of generations of consumers have acted as reinforcing factors in this process. From the point of view of the above, the defining difference of “marketing 4.0” from its previous versions is reveals and the author's version of the essence of “marketing 4.0” is proposed. Conclusion. The “4P” marketing mix model is able to adapt to modern conditions and digital technologies, while remaining the dominant paradigm. Transformational processes should concern all components of the “4P” model. Remaining basic, this model changes the concept in “marketing 4.0”, which increases customer benefits and forces a rethinking of the role of the customer in business. However, the elements of the marketing mix are not sufficiently adapted and do not fully take into account the peculiarities of individual industries and their products, therefore this issue requires further development.