Territory marketing is focused on changing the image of the territory, which makes it more attractive and attractive both for individuals and for commercial and non-commercial companies in terms of investment.
Historical aspect
The emergence and active development of regional marketing in the Russian Federation is associated with the reform local government, which began in our state back in 1993, from the moment the Constitution of Russia was adopted. IN Russian practice There are only a few areas for the development of territorial marketing. This is due to the fact that this trend is a new tool for managing objects at the macro level for our state, its theoretical and methodological bases have not yet been developed.
The proposal to study the region as a product that has its own value and usefulness was made by almost all Russian and foreign founders from the position of marketing. This is where the concept of territory marketing came from. The purpose of this direction is exploration and attraction of buyers to the region. The main objectives of such marketing can be: the formation and improvement of the style and image, the prestige of the area, its competitiveness, increasing the importance in different programs development at the local and national levels, attracting Russian and foreign investors to the region, increasing investment attractiveness, encouraging the consumption of domestic resources in the country itself and abroad.
Concept and purpose
The concept of territorial marketing implies a special type of management work, marketing work in the interests of the region.
Territory marketing can be represented as a commercial, political, social and other activity based on the principles of marketing, carried out in order to create, maintain or change the attitude of certain individuals and companies to a particular region, changing the style of these places.
The concept of territorial marketing implies a full-fledged improvement of the area based on three main purposes:
- territory as a place of residence;
- region as a recreation area (natural environment);
- the district as a place of management (investment, production, extraction and processing).
Goal Formulation
The main goal of territorial marketing can be called orientation to:
- creation and support of style, prestige of the region;
- increasing the profitability of budgetary funds;
- change in the investment climate in the region
- realization of potential;
- attraction is not material resources to the region (labor, mental);
- implementation of social local programs.
The territory marketing doctrine can be applied to a geographic region (Ural region), political (country, city) or tourist place within the established boundaries.
Organization Basics
The concept of territorial marketing includes:
- Region branding.
- Public relations.
- Promotion.
- Personnel marketing.
- Event marketing.
- Projects of marketing infrastructure facilities.
What does territorial marketing mean? government, entrepreneurs, commercial organizations in this case are the object of its influence.
Location marketing and place branding was first applied by Simon Anholt in 2002.
As an indicator of such marketing, he determined the existence of the attractiveness of the territory, which can be assessed as the ratio of the growth rate of the gross product in this region to the growth rate of the country as a whole, which includes the region as a territorial, infrastructural, political unit.
Territory marketing focuses on motives and goals, on the benefits that entrepreneurs and other objects receive in the region if they are active in it in terms of management, as well as on reducing costs, eliminating obstacles to working in the region.
The target orientation of such marketing is the attractiveness, prestige of the territory in general, living conditions and economic activity, the attractiveness of natural, material, technical, monetary, labor, organizational, social and other resources concentrated in the region, as well as the possibility of implementing and using such resources.
In order to fulfill its own target orientation, this marketing forms complexes of various measures that provide:
- formation and improvement of the style of the district, its prestige, business and social competitiveness;
- participation of the territory in the implementation of interstate, national and local programs;
- attraction of municipal and other orders;
- increasing the attractiveness of investments.
The territory marketing process consists of the following steps:
Object and subject
The objects of territorial marketing are the management of the territory and the competitiveness of regions.
Territories are divided into internal and external. They are, to one degree or another, potential users and investors of this region. These main subjects of territorial marketing are able to influence its dynamics and trends, creating attractiveness.
External organizations that are outside the boundaries of the area have an interest in its development because they want to receive financial benefits (resources, labor, monetary assets), without linking them to the well-being of these places. They often do not take part in shaping their own attractiveness of a given territory and shaping its image. Their functioning in the selected area is determined by the factors that attract them, allowing them to embody their investment interests.
The subjects of territorial marketing are the internal inhabitants living there. They associate their personal benefits with the well-being of their own "little homeland". These domestic investors actively promote the territory and influence its attractiveness. The leading goal of such advertising companies is the creation, support or change of ideas, goals about the region with the task of attracting investment.
Territorial Marketing Management Fundamentals
The main elements of the territory marketing mix, in accordance with the concept of conventional marketing (4P complex), are cost, product, promotion and distribution.
The main elements of the organization of territorial marketing are as follows:
- product;
- the cost of the territorial product;
- location and distribution of the product;
- stimulation of the expansion of the territory.
Research indicators of consumers in the region, who act as subjects of such marketing, are reflected in research work modern foreign and Russian scientists. More generally, users are divided into groups such as:
- residents and non-residents;
- individuals and organizations;
- residents, business partners and guests.
For residents, it is important to have a high standard of living; for non-residents, the conditions of nature and climate, the state of flora and fauna, as well as the development of industry, leisure and entertainment are of primary importance.
At the same time, non-residents can be classified by the length of stay in this territory, by profession, etc. Can be classified by legal status: individuals and organizations (legal entities).
by the most significant indicator development of territorial marketing is Social responsibility is an important part of the region's reputation.
In society, the expectations of social contribution to the area are quite high:
- ensuring public safety;
- carrying out an effective socially oriented policy;
- implementation of relevant and existing social programs;
- ensuring environmentally friendly conditions.
Important elements of the image of the region are the reputation of the leadership, social responsibility, as well as financial and economic characteristics.
To form, develop and maintain a positive image of the territory, the concept of responsibility of local government is mainly used, which is directly responsible for the development of the municipality as a whole. Simultaneously social development The territory, despite the fact that it has relative autonomy, is determined in almost everything by its resource potential, which, in turn, depends on the degree of financial development.
Territory Marketing Tools
The main tools of territorial marketing are:
- introduction of branding;
- active and effective promotion;
- public relations;
- event marketing;
- marketing staff;
- marketing infrastructure projects.
The main indicator of the productivity of place marketing is the increase in territorial attractiveness. Such attractiveness can be assessed as the ratio of the growth rate of the local gross domestic product to the gross domestic product of the state.
Directions for stimulating the promotion of a territorial product
Promotion is a set of measures that have been aimed at providing information about the benefits of a product to potential users and encouraging them to purchase.
The promotion of a territorial product provides opportunities for increasing awareness of the territory, creates its attractiveness and the attractiveness of the resources concentrated here. The main goal is to form a positive image of the territory on the basis of historically established positive qualities region or on the basis of the characteristic features of this territory. It is fundamental to achieve a significant effect of communications, in other words, changes in the knowledge, attitude and behavior of the recipient of information.
The main communication tools are:
- advertising;
- personal realizations that stimulate demand;
- organization of public opinion;
- direct marketing.
Types of territorial marketing involve the solution of three main tasks:
- obtaining information about the territory and the product and forming on this basis the necessary knowledge about the criteria for living and working in the territory;
- persuading those who make decisions on the acquisition of a territorial product in the preference of the proposed product, in other words, the activation of powerful incentives for users to purchase;
- reminding customers about the territorial product, maintaining awareness of the territory and positive impressions, including for those who already preferred this territory, for example, before visiting it as a tourist.
In the process of conducting a marketing campaign, you need to create a suitable style (image) or make best attitude to the territory, in other words, to conduct advertising aimed at displaying the entire territory as a whole.
Personal (personal) selling is a personal and two-way communication in order to encourage the client to take immediate action. An example is the creation of a representative office of one subject of the Federation on the territory of another, whose employees personally provide information to interested parties about the possibilities and criteria for interaction between regions.
Personal implementation of the territorial product is carried out by parliamentarians when they present and defend social and commercial projects of their own territories, thereby trying to attract more budgetary and other resources to their territory. A deputy, politician tries to ensure the success of the development of the territory on his own.
Organ workers executive power conduct personal sales when preparing an investment platform for investors. They themselves are the initiators business meetings ready to adapt their offer, respond to the wishes of a potential investor. The work in this case is based on the principles of relationship marketing, when main task is the solution of questions and problems of the client-investor.
Promotion activities involve increasing, accelerating and strengthening the reaction of buyers of a territorial product through the use of various means of stimulating action. Incentive methods in such marketing can be used to solve various problems: attracting new customers, increasing the number of repeat purchases, increasing the intensity of product use, bringing new characteristics of the territory to the market.
You can use the following tools:
- holding field exhibitions, fairs;
- programs to support investors (possible buyers of the resources of the territory), in which the region is interested;
- holding presentations of settlements ready to receive migrants;
- holding competitions for the development of investment zones of the territory with the winner, who receives special conditions for development in the territory and other means.
The organization of the opinion of the population as one of the parts of promotion in such marketing can be presented as an activity to create an appropriate attitude of the general public towards the territory and its products, the formation of a positive style and image of the territory. At the same time, the organization of public opinion contains three elements:
- organization of public relations and public relations;
- activities to promote and create the success of the territory and its territorial product with the publication of reviews in the press on a non-commercial basis;
- informing own customers and partners (existing and potential) about their news;
- conducting targeted campaigning for income and benefits.
Direct marketing implies a direct continuous communication between the merchant and the buyer through special means of communication. It is focused on getting a specific response or making a purchase. Territorial marketing can mainly apply online marketing, which allows you to use computer network channels and carry out advertising activities through the Internet, email, online commercial channels.
Plan development
Territory marketing allows clients to develop and implement a set of activities with the introduction of a system of main strategies and their tools. They aim to make the best use of the region's existing resources.
The subjects of territorial marketing determine their special characteristics, disseminate data and information about competitive advantage ah among the most important interested buyers. Thus, the improvement of the ways of development of the territory is ensured.
To profitably represent a territorial object, you need to find:
- which persons and which companies will decide on the choice of the region;
- what aspects they use;
- what patterns, methods, methods and influences these people and companies use when making decisions.
Since the subjects interested in the promotion of the territory (these are power structures, development agencies, sports centers, travel companies, trading houses and other organizations) have different requirements for potential consumers, the development and implementation of the plan should be comprehensive. This plan should not only include benefits for investors, but for other parties too.
Classification
In several publications on this species marketing there are different interpretations of the essence of territorial marketing. Hence the inconsistencies in the essential content of this term, and even in its target orientation. For example, some scientists who study territorial issues think that such marketing is marketing at the local level, which reflects and takes into account the specifics and individuality of a particular region. Others note that the territory's marketing is designed to improve its style, to attract industrialists and investors.
Can be distinguished:
Several effective territorial marketing strategies should be highlighted, including:
- Image marketing. This strategy is focused on creating a positive style of the area and its public recognition and dissemination. In this case, it is necessary to organize communication activities that will help demonstrate the merits of the territory to external subjects, as well as show that a certain territory is open to new contacts. Dissemination of information and competent propaganda will contribute to the formation of a positive style.
- Attractiveness marketing. To increase the attractiveness of the territory, it is necessary to make different accents, including climatic features and geographical location, financial development, architectural features and attractions, as well as history, medicine, tourism, leisure and recreation. The development of appropriate features of the territory will increase the competitiveness of the region.
- infrastructure marketing. This strategy allows you to increase the attractiveness of the business. In this case, you need to focus on the highest level of market relations, as well as focus on entrepreneurs. Individuality marketing work will depend on the type of business, including financial, scientific, construction, information, agricultural, etc.
- Marketing staff and residents. The strategy is focused on increasing the attractiveness of the place for staff a certain qualification, specialization and profile, as well as for different categories of people. To do this, it is necessary to encourage education, personal security, employment potential, improvement of living conditions, and so on.
Through this type of marketing small gap time, it is possible to increase the prestige of a certain territory, as well as the attractiveness of various resources: natural, monetary, social, material and technical, and others.
The effectiveness of marketing activities in the territory
Is it possible to find a strategy and stick to it for a long period of time in relation to the territory? This is hardly appropriate in Russia today.
Territory attractiveness marketing is carried out in a complex and sequential manner, taking into account not only the present attractiveness potential, but also the available financial, social and other opportunities in the future.
If the complex of infrastructure facilities is strong, then a comprehensive program for the development of the local territory is developed, competitive qualities and characteristics of the territory appear, and social satisfaction of residents is ensured.
However, if the complex of infrastructure facilities of the territory is weak and not financially presentable for investors and entrepreneurs, then this will entail a lack of financial resources to improve and develop the local entity and achieve success.
In this case, it is better to start with simple technologies: identify competitive advantages and select target buyers in the region. As a result, a more interesting complex of infrastructural objects is gradually formed. However, there is another option - you can combine the efforts of several regions with different potential and level of development.
An example of marketing the territory of the Arkhangelsk region
Consider territorial marketing and an example of its formation in the Arkhangelsk region.
IN Lately many questions are raised on the development of the Arctic as a little-studied space with the richest opportunities and resources. But the study of the territory is difficult due to the complexities of the climatic nature. But not everyone thinks so. Many are convinced that it is just necessary to find a qualitative approach to development issues, and the Arctic will submit. This is exactly what the Governor of the Arkhangelsk region, Igor Orlov, believes, a staunch supporter of the development of the Arctic horizons within his region.
The Governor of the Arkhangelsk region claims that Arkhangelsk today is the best place for Russian and international cooperation on the development of the Arctic. This is related to two things. First, a historical moment. For almost four centuries in a row, the capital of the White Sea region showed itself with better side as a reliable platform for negotiations, contacts, dialogues, projects at the internal and external (international) levels. Secondly, today the city of Arkhangelsk has a developed, active business environment. This is where the Arctic begins. This is the source.
An example of the marketing of this territory can be the event "Arctic - Territory of Dialogue", which is of an international nature. It is traditionally attended by the heads of different states and well-known representatives of the scientific community. The governor is trying to convey to them the idea of the role of the city in the development of the Arctic. This forum has been held in our country since 2010 on the initiative of the President of the Russian Federation V. Putin. The event is a territory for constructive dialogue on the peaceful use of the resource and economic potential of the Arctic. And since 2017, by order of the Government of the Russian Federation, such an event will be held in Arkhangelsk once every two years. Every time it is the biggest business event. On this moment the city and the region are preparing to host such an event on April 9-10, 2019.
Conclusion
Thus, territory marketing is a continuous process involving all stakeholders at various administrative levels. Territory marketing should be focused on the financial strengthening of the territory or region. The basis of this strengthening are sustainable the economic growth and the local economy.
On a global scale, territory marketing is an extremely common practice both at the level of certain territories and states, at the level of individual countries.
Marketing is based on a simple initial idea: to produce what the buyer wants (what) and what, in general, will be able to satisfy his needs, requirements and requests, and at the price that he is willing to pay. Marketing is a purely market concept. Its function is the development of interaction between the manufacturer, seller, consumer in certain market conditions aimed at making a profit for each of its participants.
Territorial marketing is marketing in the interests of the territory, its internal subjects, as well as external subjects, in whose attention the territory is interested. In this regard, we can highlight:
marketing of territories, the object of which is the territory as a whole, is carried out both inside and outside it;
marketing in (within) territories, the object of attention of which is relations regarding specific goods, services, etc., carried out within the territory.
Region, municipality, in general, the territory is considered as a subject that provides the role of the consumer not only to itself, but also to other subjects (external and internal in relation to the territory). It is their safe consumption of territorial resources, products, services and opportunities that allows the territory, ultimately, to build, increase and own well-being.
The buyers of the services of the territory can be individuals and legal entities that are either very important for it (for example, city-forming enterprises), or are of interest to it (one-time visitors), or are not of interest to it or are undesirable (criminal elements, vagrants, etc.). d.).
In general, four large target markets of buyers are distinguished: visitors; residents and employees; sectors of the economy (industry, trade, etc.) and investors; foreign markets.
The visitor market consists of business (businessmen, business travelers, traveling salesmen) and private visitors (tourists, travelers, friends or relatives). Each visitor spends money on food, accommodation, purchase of other goods and services. These expenses affect the income of the population, employment and tax revenues to the budget.
Residents and employees are the second important target market. Territories seek either to attract additional unskilled labor, or to stimulate the birth rate, or to attract separate categories highly paid workers and professionals.
Sectors of the economy and investors are the third category target markets. As a rule, everything settlements they are trying to strengthen their economic base in order to create jobs for their residents and receive additional budget revenues. The prerequisite is the compliance of the territory with the criteria for placement productive forces: investment climate, quality of life, affordability, quality labor resources etc.
Domestic regional and international markets This is the fourth group of target markets. The activity of a region in these markets demonstrates the ability of a city or region to produce goods and services that are needed by other territories located outside it, individuals and legal entities.
Regional marketing policy should be aimed at creating favorable conditions for improving the quality of the region's product, searching for its potential consumers and bringing the territory to a leading position in the interregional division of labor in order to improve the quality of life of the population.
The market in which the regions carry out regional marketing is the so-called "market of regions", in which a territory that wants to attract investment in its economy, establish profitable relations with foreign partners, promotes itself. As in the economic market, in the course of implementing the promotion policy, it is necessary to advertise the product, to promote it, and in the regional market, it is necessary to promote your territory in order to attract the attention in which it is interested. To do this, "sellers", which can be government bodies authorities, local authorities and other state and non-governmental organizations given territory, use elements of regional marketing, even if they do not name this activity marketing.
Regional marketing refers to non-commercial marketing. This is an activity undertaken with the aim of creating, maintaining or changing the relations and / or behavior of market entities, social communities about a particular territory, concentrated there natural, material, technical, financial, labor and social resources, as well as the possibility of their implementation and reproduction.
Marketing of the region includes the development and implementation of a long-term concept for the integrated development of the economy and social sphere territory, the gradual elimination of negative phenomena and the solution of complex socio-economic problems.
The basis of regional marketing is a systematic and systematic study of the state and development trends of the territory of the region in order to make rational decisions.
The main objectives of the region's marketing are:
- 1. Maintaining or increasing the competitiveness of export enterprises located in the region.
- 2. Creation of a new type of enterprise in the region (in particular, with the participation of foreign capital).
- 3. Formation of a favorable image of the region.
Measures of regional and municipal marketing include the publication and distribution of printed materials about the region or city, purposeful visits of administration heads, meetings with heads of organizations ready to open in the region the new kind business; campaigns conducted jointly with the Chamber of Commerce and Industry, etc. Regional and municipal marketing is an effective tool for the socio-economic development of the region and the city.
Each territory is unique in its social, economic, natural, resource properties. Each project requires a competent management team, a project manager, balanced management decisions. It is important to understand that the fate of the territory, its subjects depends on the actions of the project team: the population, entrepreneurs, commercial organizations, non-profit organizations, local governments - the fate of each Person in the territory.
Territorial marketing (regional marketing, place marketing) is a special type of management activity, marketing in the interests of the territory.
Territorial marketing (regional marketing, marketing of places) - commercial, political, social and other activities based on the principles of marketing, with the aim of creating, maintaining and / or changing the relations and behavior of individuals and organizations of a commercial and non-commercial nature, in relation to a specific territory, changing image of this area.
Territory marketing involves a comprehensive improvement of the territory, based on three main purposes of the territory:
territory as a place of residence;
territory -- as a place of rest (natural environment);
territory -- and as a place of management (investment, production, extraction and processing).
The goals of territorial marketing. Territorial marketing is aimed at creating and maintaining:
image, prestige of the territory;
increase in budget revenue;
changes in the investment climate in the region;
realizing the potential of the region;
attracting non-material resources (labor, intellectual) to the region;
implementation of social regional programs.
The concept of territorial marketing, marketing of places, can be applied to a geographical region (Ural region), a political region (country), a city, or a tourist destination, within a geographical region.
Territorial marketing involves:
region (territory) branding;
public relations;
promotion;
personnel marketing;
The concept of place branding was first used by Simon Anholt in 2002.
The attractiveness of a territory is used as an indicator of territory marketing, which is estimated, for example, as the ratio of the growth rate of the gross product in a given territory to its growth rate as a whole, for example, in a country that includes a region as a territorial, infrastructural, political unit.
Territorial marketing implies the state, entrepreneurs, non-profit organizations as an object of influence of territorial marketing. Territorial marketing focuses their attention on motives and goals, on the benefits that they receive in the region, if they are active in the region, as well as on reducing costs, removing obstacles to their activities in this territory.
Territorial marketing aims to achieve sustainable development of the territory for the benefit of all sectors of society. It is associated with meeting the needs of the inhabitants of a given territory in safe, decent, comfortable, sustainable and predictable living conditions. This problem is beyond the power of one person or a separate business entity. This is a task that is of a public nature and can only be solved by the joint efforts of all members of society. Let us consider the issue in more detail, for example, at the level of local self-government.
In accordance with the Constitution of the Russian Federation, local self-government is recognized and guaranteed by the Constitution of the Russian Federation as an independent or under its own responsibility activity of the population to resolve directly or through local governments issues of local importance based on the interests of the population, its historical and other local traditions. Therefore, we can distinguish two potential groups of local self-government entities:
the population having the right to use the forms of local self-government provided for by law (elections, referendums, gatherings, etc.);
local authorities.
In fact, the management of the territory, and hence the territorial marketing, should be carried out primarily by the population. A citizen can exercise a real right to take part in the administration of a territory by acting in various social roles, for example: a resident of a territory, a member of a non-profit organization, an owner or employee in a business, and other roles. But in modern Russian reality, the role of a citizen as a subject of territorial marketing is often passive.
In reality, the population participates in the administration of the territory in the person of its representatives (deputies), as well as taking part in elections, for example, of the Head of local self-government, which should organize the work of local self-government administrations. It is the head and employees of the administration, as well as the deputies of the local Council, who become the main subjects of territorial marketing, the initiators of the development of plans for the successful socio-economic development of the territory.
In addition to individuals and territorial authorities, any structures localized in the territory and interested in the successful development of the territory can become subjects of territorial marketing. The subjects of territorial marketing can be individual business entities and non-profit organizations.
The subjects of territorial marketing, as a rule, are localized in the territory, are active, act in the public interest and consider the successful socio-economic development of the territory for comfortable living and safe conduct of commercial and non-commercial activities as the main goal of their activities. But we should not forget that private individuals and non-profit organizations that are not residents of the territory, for example, fraternities that unite natives of this territory, may also be interested in the successful socio-economic development of the territory. Thus, the main subjects of territorial marketing are:
territorial bodies power and control;
non-profit organizations (sports societies and federations, national communities and trade unions, etc.);
commercial organizations (travel companies, airlines, hotels, leisure facilities, retail and industrial enterprises and etc.);
individuals - residents of the territory, natives of this territory, including famous people territory (sportsmen, artists, statesmen and etc.).
With the exception of territorial authorities and administration, other subjects of territorial marketing can be both residents and non-residents of the territories -
The main task of the subjects of territorial marketing is to increase the attractiveness of the territory as a complex of resources, conditions, relations, objects, which allows in market (competitive) conditions to reorient the flow of resources (financial, human, material, etc.) and win in competition with other territories.
At present, the economic growth of the territories is a key problem of the macroeconomic policy of all states.
The choice of goals that characterize the strategy for the economic development of society is a complex, complex task, the solution of which depends on socio-economic and political development. Their successful implementation depends on how correctly these or those goals are formulated.
Economic growth allows society to realize three groups of opportunities:
1) extended reproduction human resource;
2) concentration of intellectual capital;
3) preservation of ecological diversity.
At the UN Conference on Environment and Development (Rio de Janeiro, June 1992), sustainable development was formulated:
Sustainable development is development that generates economic growth, but fairly distributes its results, restores environment to a greater extent than destroys it, increases the possibilities of people, and does not impoverish them.
It is development that prioritizes the poor, empowering them and ensuring their participation in decisions that affect their lives.
In an increasingly volatile external environment, the role of marketing in strategic planning increased sharply, and therefore, the development of any strategy of behavior in the economic environment should take into account this fact.
Today, Russia urgently needs an abstract, but at the same time understandable and easily concretized in practice model of sustainable development of the territory.
Transition to sustainable development Russian Federation In general, it is possible only if the sustainable development of all its regions is ensured.
Territorial Marketing- this is applied marketing in the interests of the territory, its internal subjects, as well as external subjects, in whose attention the territory is interested. In this regard, two main branches can be distinguished:
1) territory marketing, the object of attention of which is the territory as a whole from the standpoint of its compliance with the specific needs of various target groups of consumers of the territory; it is carried out both inside the territory and outside it;
2) marketing on (inside) the territory, the object of attention of which are relations about specific goods, services, etc., carried out within the territory.
The study of territorial marketing involves the development of the theory of both of its branches.
Marketing in the territory reflects the degree of development of general marketing mechanisms, taking into account the specifics of the territory. Its study is based on: 1) the theory of general marketing; 2) studying the development of marketing mechanisms in the territory.
In turn, territory marketing considers a new complex and specific object of marketing - the territory as a whole. This additionally requires a deep understanding of the socio-economic development of the territory. The study of territory marketing is conveniently carried out after a brief review of the basic concepts of general marketing.
Note that a type of territory marketing is territory demarketing. In practice, it is usually observed in relation to tourists. For example, Finland is interested in attracting more tourists to winter period and less during the summer when recreation areas and infrastructure are overloaded.
A feature of territory marketing is the virtual absence of pure intermediaries. The following entities are considered to be conditional intermediaries.
Territorial Marketing
Territory marketing
Territorial Marketing
Territory marketing
Allocate:
· marketing within the territory
Marketing subjects:
The main task
Subjects of territorial marketing, their goals and interests.
Territorial authorities
Commercial organizations (tourism companies, industrial, trade enterprises)
NPOs (Public organizations, trade unions, sports societies, national communities and others)
· Individuals - residents and natives of the territory who associate themselves with it, especially celebrities from the territory.
(SUCH SUBJECTS HAVE BEEN GIVEN BY BALASH HIMSELF)
The subjects actively carrying out promotion are territorial authorities and administrations, local economic development agencies, tourist operators and agencies, trading houses, sports committees and federations, 6 any other structures localized in the territory and being active in order to attract the attention of potential consumers to it (customers of products) and retention of those already present.
Subjects using special attention in the marketing of territories, are the target groups of "consumers of territories", which can be classified according to a number of characteristics, criteria.
The largest of them are pairs of "residents - non-residents" (criterion of territorial affiliation, permanent residence, location) and " individuals– legal entities” (legal status criterion). At the same time, it must be borne in mind that consumers in the marketing of territories can, under certain conditions, become subjects interested in further promotion or, conversely, non-promotion of territories.
Types of marketing subjects:
1. Consumer - one who uses a product or service; it is the ultimate goal of any marketing activity.
2. The buyer is the one who pays for the purchase.
3. Producer - one who produces a product or service.
4. Distributor stage from producer to consumer.
(TYPES OF SUBJECTS FROM YEAR 4 ANSWERS, THEY ARE A LITTLE DIFFERENT BUT MAY BE USEFUL)
The main task of the subjects of territorial marketing is to increase the attractiveness of the territory - as a complex of resources, conditions, relationships, objects. But each of the members of society, the subjects of territorial marketing has their own idea of the desired attractiveness of the territory, and it is important to achieve a certain degree of public agreement on the basic values of the socio-economic development of the territory.
Territorial marketing strategies: marketing of the population, personnel.
The territorial marketing strategy can be aimed both at improving the image of the territory, and at developing and improving specific parameters of socio-economic development. Among the main areas of development of the territories are the formation of its positive image in cooperation with other objects and territories, increasing investment attractiveness in various areas of activity, attracting external orders, stimulating the acquisition and use of the territory's resources at favorable prices, etc.
Territory marketing strategies aimed at attracting visitors, developing industry, exports:
· Image marketing. Purpose: creation, development and dissemination of a positive image of the territory.
Attractiveness marketing. measures aimed at increasing the attractiveness of the area for people.
· Infrastructure marketing. It should be convenient to live, work and develop on the territory, and for this it is necessary, first of all, to develop the infrastructure of residential areas, industrial zones, and market infrastructure.
· Marketing of the population, personnel. Territories, characterized by different states of affairs, problems and needs in the field of employment, choose different strategies. Thus, territories with a low level of employment and cheap labor force may put forward this as an argument for attracting industrialists, service entrepreneurs, etc. in order to create new jobs.
STEP-analysis of the territory.
PEST analysis is a simple and convenient method for analyzing the macro environment (external environment) of an enterprise. The PEST analysis technique is often used to evaluate key market trends in an industry, and the results of PEST analysis can be used to determine the list of threats and opportunities in compiling a company's SWOT analysis. It can be done in a 4-quadrant matrix (see figure) or in tabular form.
P (Political) - factors of the political and legal environment of the company.
E (Economical) - factors of the economic state of the market.
S (Socio - cultural) - factors of the social and cultural state of the market.
T (Technological) - factors that characterize technological progress in the industry.
SWOT-analysis of the territory.
SWOT-analysis (name, including the abbreviation of four English words: strengths - strengths, weaknesses- weak sides, opportunities - opportunities and threats - dangers, threats). The result is comprehensive assessment the current state of the territory, its competitiveness. SWOT-analysis, of course, should precede any option for planning the development of the territory, act as its information base.
Internal factors:
§ S=Strengths- Strengths of the product or service.
Such internal characteristics of the territory that provide a competitive advantage in the market or a more advantageous position in comparison with competitors, in other words, those areas in which the company's product feels better and more stable than its competitors.
§ W=Weakness- Weak sides
Such internal characteristics of the company, which hinder business growth, prevent the product from leading the market, are uncompetitive in the market. Due to weaknesses, the company can lose market share in the long run and lose competitiveness.
External factors:
§ O = Opportunities- Company capabilities
Favorable environmental factors that may influence business growth in the future. Significance of market opportunities for a company in strategic planning: market opportunities represent the sources of business growth.
§ T= Threats- Company Threats
Negative environmental factors that may weaken the company's competitiveness in the market in the future and lead to lower sales and loss of market share.
SO are the activities that need to be done in order to use the strengths to increase the company's capabilities; WO - activities that need to be carried out, overcoming weaknesses and using the opportunities presented;
ST - activities that use the strengths of the organization to avoid threats;
WT - activities that minimize weaknesses to avoid threats.
The main advantages of SWOT-analysis are: simplicity, minimal financial costs for conducting, efficiency in identifying and classifying environmental factors affecting the organization.
Another merit this method is its versatility and the ability to accumulate information of various types during its implementation.
The disadvantages of SWOT analysis include: relative subjectivity of the method; problems with primary information that characterizes the organization and external environment(reliability, completeness); inability to take into account the dynamics over time
Types of consumers
Individual consumers(В2С – business to customer);
Families
Marketing Incentives
Active role marketing mix
internal
The effectiveness of the impact on consumers is determined by the evaluation of the promoted goods contained in the advertisement and the arguments in their favor. If the consumer does not find such an assessment and reasoning, then the effectiveness of advertising is significantly reduced. Advertising arguments in favor of the product can be divided into two types:
· objective arguments: logically revealing the features of the advertised products (for example, advertising chewing gum Dirol);
· subjective arguments: forming certain emotions and associations among consumers (for example, advertisements for the Orchard drinks).
The promotional offer must be radically different from all competitors' offers. Its uniqueness can be associated with the uniqueness of either the product, or the target market, or the advertising message itself. Without the uniqueness of the offer, you should not count on the uniqueness of the demand.
Personal (direct) selling
This is part of the promotion of goods, including their oral presentation for the purpose of sale in conversation with potential buyers. Another name for this activity is direct marketing. It does not require additional financial investments and acts as a higher level of business organization than the banal retail or the provision of household services.
At a minimum, this type of promotion implies knowledge by the sales staff of the features of the application and maintenance of the goods sold, as well as qualified customer service. It's about about communication technologies for promoting goods in the process of communicating with customers. The seller on the trading floor is called upon to provide the buyer with the “last argument” in favor of making a decision to purchase the goods.
Ignoring direct sales methods can lead to a significant reduction in them, even if all other marketing conditions are met. So, for example, if the goods are cheap and of high quality, the location of the store is ideal, the assortment is huge and the advertising campaign is effective, but the sellers are rude and disinterested in communication, sales in point of sale are unlikely to be successful.
The essence of personal selling is to transform the sales agent from a simple order taker from consumers into their active earner. The organization of personal selling is based on the use of two main approaches:
· sales orientation: aggressive sales method that involves discrediting competitors, exaggerating the merits own goods and discounts for immediate purchase. The motto of this approach is: "Sales at any cost";
· customer orientation: method of participating in solving customer problems. Based on the identification of needs potential clients and suggest ways to meet them. The motto of this approach is “Sales through collaboration”.
personal selling have a number of advantages, among which are:
individual approach to each consumer and the ability to transfer a significant amount of information;
· Feedback with consumers, allowing timely adjustment advertising campaigns and production process.
Main disadvantage personal selling is more high level turnover costs than in traditional trading, since the relationships within trading network often built on the principle of "pyramid". Personal selling is most effective when the seller has an exclusive product on the market.
Propaganda (PR, publicity)
It is a kind of public relations, representing a non-personal and not paid by the sponsor stimulation of demand for goods through the dissemination of commercially important or image information, both independently and through intermediaries.
The purpose of propaganda is to attract the attention of potential consumers without the cost of advertising.
Main propaganda tools:
· speeches: participation of company representatives in the opening of various events, welcoming speeches, etc.;
· Events: organization of press conferences and online meetings, holding seminars and anniversaries, participation in exhibitions, competitions and competitions, etc.;
· news: providing the media with favorable news about the enterprise, its products and employees (press releases);
· publications: annual reports, newsletters, brochures, magazine or newspaper articles and other printed materials used as tools to influence target markets;
· sponsorship: allocation of time, financial and material resources to facilitate the organization of charitable, sports and other socially significant events;
· means of identification: the use of the emblem (logo) of the enterprise, writing paper with watermarks and other marks, multi-color seals, business cards, creating websites, developing a unified style and design of premises, introducing uniforms for employees, distributing brochures about the enterprise, etc.
There is an important regularity: the higher the level of monopolization of the market, the more propaganda prevails over advertising. Otherwise, the commercial effectiveness of promotional activities is much lower than the effectiveness of advertising and propaganda is less important for product promotion.
Sales promotion
This is a set of other activities designed to promote the promotion of products. It includes activities related to relationships in the sales and promotion system that are not included in other components of the marketing mix.
characteristic feature sales promotion activities is their direct connection with consumer properties product, its price or distribution system. Sales promotion is aimed at three addressees:
1.Buyers: to encourage consumers to make more purchases. Forms of stimulating buyers can be different:
Contests, games and lotteries;
Loyalty programs (discounts for repeat purchases, discount cards);
Promotions on the occasion of the launch of goods on the market or for any other reason;
Demonstration of goods by promoters;
free samples (samplers), discount coupons, etc.
2. Counterparties- in order to encourage them to increase volumes trade deals and focus on promoting the supplier's products. Forms of incentives for counterparties can be different:
Provision of campaign materials and commercial equipment;
Assistance in training sales staff;
· holding competitions based on the results of sales, authorized dealership, etc.;
Provision of related services (legal, informational, etc.)
For example, The Coca-Cola Company provides free refrigerators to retailers, while suppliers of complex household appliances pay for training and certify counterparties when they create authorized service centers;
3. Sales staff: to encourage sales staff to focus more on improving the quality of service and attracting consumers. Forms of incentives for sales staff can be different:
sales competitions between employees;
· material (premiums, bonuses) and moral (diplomas, honors board) stimulation;
training, treatment and retraining of personnel at the expense of the company;
payment of vouchers for employees who have no complaints from the employer, etc.
Types of consumers
Individual consumers(В2С – business to customer);
Families(households as a single subject of purchases);
Marketing Incentives
Active role marketing mix as a special business model of the company;
To be effective, you need to understand internal consumer motives and preferences;
Integrated Marketing Communications (IMC) - types and strategies of use
A distribution channel is a collection of firms or individuals that assume or help transfer to someone else the ownership of a particular good or service on its way from producer to consumer.
The channel of distribution is the path along which goods move from producers to consumers.
Logistics
Transportation of goods;
Packaging (separation of large consignments of goods into smaller ones);
Storage (intermediate and final);
Sorting (grouping by varieties, batches, creation of grocery sets);
Commercial
Display of goods (merchandising);
Sale (purchase, payment procedure);
Registration of after-sales obligations (guarantees, return of goods),
Auxiliary
Collection and systematization marketing information;
Establishing contacts with new potential buyers;
Essence, definition, goals and objectives of territory marketing.
Territorial Marketing- this is marketing in the interests of the territory, its internal subjects, as well as external subjects, in whose attention the territory is interested.
Territory marketing- a set of geography, law (a territory as a state), socio-economic relations existing on it, the history of the development of territories, national traditions, special traits of character and temperament of its inhabitants, as well as other non-material factors.
Territorial Marketing- this is one of the directions of non-commercial marketing, which is carried out by organizations and individuals acting in the public interest.
Territory marketing- this is a special type of management activity undertaken with the aim of creating, maintaining, and changing the relations and behavior of residents and non-residents in relation to residents, non-residents (individuals and companies in relation to specific territories).
(THE LAST THREE DEFINITIONS BALASHOV GIVED PERSONALLY IN LECTURES)
Allocate:
· marketing of territories, the object of attention of which is the territory as a whole, carried out both internally and externally;
· marketing within the territory: about specific goods, services, etc.
Marketing subjects: producers of a product (goods, services), consumers and intermediaries.
Territorial authorities
Commercial organizations (tourist companies, industrial, trade enterprises)
NPOs (Public organizations, trade unions, sports societies, national communities and others)
· Individuals - residents and natives of the territory who associate themselves with it, especially celebrities from the territory.
The purpose of territory marketing is: creation, maintenance or change of opinions, behavior of subjects-consumers, including: attractiveness, prestige of the territory as a whole, living conditions and business activity in the territory; the attractiveness of the natural, financial, labor, organizational and other resources concentrated in the territory, as well as the opportunities for the reproduction of such resources.
To achieve these goals, territory marketing:
1) forms and improves the image of the territory, its prestige, business and social competitiveness;
2) promotes the expansion of the participation of the territory and its subjects in the implementation of international, federal, regional programs;
3) attracts state and other orders external to the territory to the territory;
4) stimulates the use of the resources of the territory (including outside). Territory marketing tools: SWOT analysis, analysis and selection of target markets and positioning (determination of current and desired positions) of territories
The main task- increasing the attractiveness of territories as a complex of resources, conditions, relations, which can allow in the market competitive conditions reorient the flow of human, material, financial resources in their favor. (BALASH ALSO GAVE THE MAIN TASK)
Topic 7. Territorial marketing
1. The concept, interpretations and types of territorial marketing.
2. Country marketing: image and competitiveness.
3. Marketing of the region.
4. Marketing of the city, place.
The concept, interpretations and types of territorial marketing
As you know, the marketing classic F. Kotler does not consider the category "territorial marketing" he talks about place marketing as an activity undertaken with the aim of creating, maintaining or changing attitudes and/or behavior concerning particular places. The actions of place marketing are determined by four aspects of the vision of the territory: marketing of housing, residential areas, recreational areas, investment in land ownership.
In the domestic scientific literature, you can find a number of concepts that to some extent reflect the issues of the marketing approach to the management of the territory, such as "regional marketing", "place marketing", "city marketing", "territory marketing" or "territorial marketing". Let us briefly analyze these categories.
A.M. Lavrov and V.M. Surnin was one of the first Russian scientists to introduce the term "regional marketing". The authors identified regional marketing as an element of the system of market relations, projected not at the micro level, but at the meso level.
IN AND. Butov, V.G. Ignatov, N.P. Kretov notes that regional marketing is a certain way of thinking and actions of the head of the regional level, a new business philosophy of active entrepreneurial activity in the region, which is based on the desire to meet the identified needs of specific people, consumer groups, enterprises and firms both in this region and beyond. This definition of regional marketing involves the search for activities that need to be developed in order to meet the needs of the population.
A.L. Gaponenko presented examples of regional marketing of land, housing, economic development zones, investments, and tourism marketing. Those. defined regional marketing as a system of measures to attract new economic agents to the region, contributing to the prosperity of the region as a whole, which to a greater extent has a marketing approach to the development of the region.
Urban marketing issues are today the subject of study by many scientists and specialists. So, P.V. Kukhtin, A.A. Levlov define city marketing through the marketing of urban areas and the marketing of urban real estate, as a means of meeting human needs by improving their living environment.
T.M. Orlova defines the most important task urban marketing in the form of effective use of existing, as well as the formation of new advantages to attract economic agents to the city that can improve the well-being of its inhabitants.
Foreign practice in the field of urban marketing is widely presented in the book “Local Authorities and the Market Economy. Lessons from the Western European experience”, where it was emphasized that urban marketing aims to make the city more attractive from the point of view of its inhabitants and the enterprises and organizations located there.
S.N. Andreev defines the field of activity place marketing, as the formation, preservation or change in the attitude of consumers, intermediaries, contact audiences to certain "places". IN non-profit marketing- these are places of location and objects of historical value, monuments of culture, architecture, museums, libraries and much more.
In turn, A.P. Pankrukhin distinguishes three categories - "territorial marketing", "territory marketing", "marketing on (within) territories" and gives them the following definitions:
Territorial Marketing- this is marketing in the interests of the territory, its internal subjects, as well as external subjects, in whose attention the territory is interested. Can be presented as:
1) territory marketing- this is marketing that considers the territory as an object of attention as a whole, and is aimed at creating, developing, effectively promoting and using the competitive advantages of this territory in its interests, in the interests of its internal, as well as those external entities in cooperation with which it is interested;
2) marketing in (inside) territories, the object of attention of which are relations about specific goods, services, etc., carried out within the territory.
Subjects of territory marketing, their goals and interests.We consider the region, the municipality, the territory as a whole as a subject that provides the role of the consumer not only to itself, but also to other subjects (external and internal in relation to the territory). It is their safe consumption of territorial resources, products, services and opportunities that allows the territory, ultimately, to build and increase its own well-being. External actors are interested in the well-being of the territory mainly because they want to take out part of this well-being (physical resources, "brains", cheap labor products work force, implementation possibilities financial resources etc.) outside the given territory, transforming its well-being into personal well-being and one's own (that is, another) territory. Internal same subjects associate their personal well-being with the well-being of their territory, their “homeland”. Each of these two positions may be of interest to the territory, but obviously in different ways, and therefore the approaches to these two categories of consumers should be different.
The main subjects of marketing in any field of activity include manufacturers of a particular product (goods, services, etc.), its consumers (buyers, users) and intermediaries. Participation in marketing relations and activities can be government bodies, entire sectors of the economy (for example, trade), the media, educational and scientific institutions, organizations and their systems. The most active participants in marketing relations are traditionally product manufacturers, and the subjects that enjoy special attention to themselves are consumers.
Target groups(markets), "consumers of territories" can be classified according to a number of features, criteria. The largest of them are pairs: "residents - non-residents" (criterion of territorial affiliation, permanent residence, location) and "individuals - legal entities" (criterion of legal status). At the same time, it must be borne in mind that consumers in the marketing of territories can, under certain conditions, become subjects interested in further promotion or, conversely, non-promotion of territories.
Residents - individuals- the main personnel potential of any territory. At the same time, they are the main object of attention and influence in political marketing, since they represent the electorate. According to the period of residence in the territory, people born and permanently living in it, born in other territories, but long time living here, and the so-called "new residents".
Non-residents - individuals can be classified according to the length of stay within a given territory, its goals, occupation, etc. The most numerous, motley, changeable group is tourists. Another significant category, which has a relatively constant composition, is people who study within a given territory for a long time or come with the purpose of temporary work, employment (specialists of various profiles, workers of different skill levels). A special category is visiting business people: entrepreneurs (manufacturers and traders), potential investors, visitors to exhibitions and fairs, business travelers. Separately (first of all, due to the difficulties of planning this contingent), persons who come to visit can be singled out according to other personal affairs, travelers.
Among legal entities– consumers Territory marketing can include enterprises, institutions and organizations, central offices and representative offices of corporations, holdings, associations, etc., especially those focused on foreign economic activity. The main groups of industries are extractive industries (for example, on the basis of concessions), processing industries, communications enterprises, financial institutions, hotel chains and other industries, representatives of the business and market infrastructure.
What are the subjects - real and potential consumers of the territory - interested in? In its most general form, this is the effective use of the competitive advantages of a given territory - for life, for business, for a short stay. More specifically, these can be: the volume of the market and the value of effective demand, the development of infrastructure, the cultural and recreational potential of the territory, comfort, rich raw materials and various characteristics of the labor force (for example, specialists of a certain profile, skill level, low cost of labor), etc.
To effectively promote a territory, a place, you need to know:
1. What people, organizations are involved in the process of deciding on the choice of territory and what are their roles?
2. What criteria do they use?
3. What are the typical patterns, stereotypes, methods of initiation, influence and decision-making on the choice of territory?
One of the fundamental issues of territory marketing is understanding how, on the basis of what they choose their territories. consumers– real and potential. In marketing, at least six main categories of persons are known, one way or another participating in the decision-making process, influencing it. Among them:
1. Initiator - the subject who first realized the problem, need, or opportunity and carries out the first, most often preliminary actions, for example: collecting information, first formulating or mentioning the problem in a conversation with other people, often more significant. The initiators can be public organizations and figures individual citizens, representatives of science, statistics bodies, etc.
2. face of influence - a person who is involved at some stage in decision making, processes information and exerts some influence on the decision. Among others, there are journalists, in general, the media.
3. Decision maker - a person (body) having power, authority to make a final or at least necessary intermediate decision (for example, to bring options for solving a problem for discussion, a referendum).
4. The person who approves the decision - the one whose approval, sanction is required for the entry into force of the decision, and who can cancel the decision.
5. Buyer – person, body, who implements decision using the resources available to him.
6. User – a person who consumes, uses the final territorial product or service.
Depending on what the answers to these questions are, one can choose effective marketing messages and their vehicles, and address them in the right direction and at the best moment in time. Both a specific organization and a person and in a single person can consistently perform all six roles. For example, realizing the need for personal recreation (role 1), a person remembers, collects and analyzes information about possible vacation spots (role 2), chooses a specific place (role 3), signs an agreement with the appropriate company (role 4), finances the trip (role 5). ) and goes on a journey (role 6). It is clear that each role, at each stage of making and implementing a decision, has its own problems, but it is also clear that the key in any case is information that is adequate to the problems that have arisen and the resources available.
Subjects actively promoting and, relatively speaking, “selling territories”, territorial authorities and administrations, local economic development agencies, tourist operators and agencies, trading houses, sports committees and federations, any other structures localized in the territory and being active in order to attract the attention of potential consumers (customers of products) to it and keep already present.
The leading goal of these territory marketing entities is the creation, maintenance or change of opinions, intentions and / or behavior of consumer entities. More specific goals in this regard are: 1) attractiveness, prestige of the territory (place) as a whole; 2) the attractiveness of the natural, logistical, financial, labor, organizational, social and other resources concentrated on the territory, as well as the opportunities for the implementation and reproduction of such resources.
To implement its target orientation, territory marketing develops a set of measures that provide:
1) formation and improvement of the image of the territory, its prestige, business and social competitiveness;
2) expanding the participation of the territory and its subjects in the implementation of international, federal, regional programs;
3) attraction to the territory of state and other external orders in relation to the territory;
4) increasing the attractiveness of investments, the implementation of resources external to it in the territory;
5) stimulation of the acquisition and use of the territory's own resources outside its borders to its benefit and in its interests.
The interests and goals of this, traditionally the most active category of territory marketing subjects, may be different in relation to different categories of consumers. In most cases, the territory and its representatives are interested in attracting the missing resources and orders for its products to the territory. At the same time, subjects to whom it treats neutrally, as acceptable and not subject to prosecution, as well as in need of social assistance(refugees, internally displaced persons, political emigrants, etc.; this, almost certainly, creates an additional burden on the territory, however, the skillful organization of work with such categories of consumers can create additional prestige for the territory. However, there is a third category - undesirable subjects of consumption of the territory: ex- and current criminals, drug dealers, dubious entrepreneurs, and other figures in socially harmful areas.
Many examples of territory demarketing are observed in relation to tourists. Thus, Finland is interested in attracting more tourists in the winter and fewer during the summer, when recreation areas and infrastructure are overloaded. Residents of the French Riviera, Russian Sochi, constantly complain that they cannot actually use the coast at peak summer season. Former Prime Minister of Greece A. Papandreou has repeatedly spoken out against the hypertrophy of inbound tourism, which, according to his estimates, is leading to the transformation of the country's population into a "nation of waiters." The negative attitude of many New Yorkers towards the United Nations and its attendants is well known. non-profit organizations that do not bring significant income to the city.
There are practically no territories in marketing intermediaries in its pure form, if only because of the inevitability of their territorial localization. With a significant degree of conventionality, the following subjects of territory marketing can be classified as intermediaries:
1) authorities and public organizations, associations of a higher territorial level and their representatives;
2) chambers of commerce and industry, business centers and international trade, exhibition centers, fairs;
3) transnational and other multi-territorial business entities;
4) mass media and communications;
5) vocational education institutions.
Territory marketing strategies. Traditionally, there are four large groups of strategies aimed at attracting visitors and residents, developing industry or exporting regional products. These strategies can be provisionally named:
1) image marketing;
2) attraction marketing;
3) infrastructure marketing;
