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 various development programs at the local and national levels, attracting Russian and foreign investors to the region, increasing investment attractiveness, encouraging the consumption of internal resources in the country and beyond.
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;
- attracting non-material resources to the region (labor, mental);
- implementation of social local programs.
The territory marketing doctrine can be applied to a geographical 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, non-profit 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 growth rates gross product in this region to the rate of its growth in 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 campaigns is to create, support or change 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 mix), 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. In more general view 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).
The most significant indicator of the development of territorial marketing is Social responsibility - an important part reputation of the region.
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. At the same time, the social development of the territory, despite the fact that it has a relative autonomy, is almost entirely determined by the 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 based on the historically established positive qualities of the 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 the attitude towards the territory better, in other words, 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 act as initiators of 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 the main task is to solve the issues 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.
Territorial marketing actors define their special characteristics, disseminate data and information about competitive advantages to 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 is different interpretations 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 market relations and also focus on entrepreneurs. The individuality of 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 personnel of 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.
With the help of such marketing, in a short period of 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 monetary, 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 financially not presentable for investors and entrepreneurs, then this will entail a lack monetary resources to improve and develop the local entity and achieve success.
In this case, it's best to start with simple technologies: identify competitive strengths 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 has shown its best 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 is sustainable 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.
At present, the economic growth of the territories is a key problem of the macroeconomic policy of all states.
Choice of goals characterizing the strategy economic development society is a complex, complex task, on the solution of which socio-economic and political development depends. 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 distributes its results fairly, restores the environment more than it destroys it, empowers people rather than impoverishes 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 has increased dramatically, and therefore, the development of any strategy of behavior in the economic environment must take this fact into account.
Today, Russia urgently needs an abstract, but at the same time understandable and easily concretized model in practice. sustainable development 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 during the winter 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.
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2 Sachuk Tatyana Viktorovna Territorial marketing Series "Tutorial" Editorial manager Project manager Leading editor Production editor Literary editor Art editor Proofreaders Layout S. Zhiltsov E. Bazanov E. Rumanovskaya E. Egereva T. Belova S. Malikova L. Aleshicheva, E. Khristich S. Seniva BBK Ya7 UDC (075) Sachuk T.V. С22 Territorial marketing. SPb.: Piter, p.: ill. (Series "Tutorial"). ISBN The textbook presents the modern concept of territorial administration. The main issues of territorial marketing are considered: the marketing environment of the territory, the complex of territorial marketing tools, segmentation, positioning and differentiation of the territory, competitive advantages and competitiveness of the territory, business strategies for the development of the territory. The behavior of consumers in territorial marketing is analyzed, the process of marketing implementation is presented, considerable attention is paid to the implementation of territorial marketing of the country, region, municipality. The textbook is intended for students of higher educational institutions students in the specialty "State and municipal government”, graduate students, university professors, researchers, state and municipal employees, as well as all those interested in the problems of the socio-economic development of the territory. Piter Press LLC, 2009 All rights reserved. No part of this book may be reproduced in any form without the written permission of the copyright holders. ISBN Signed to print Format 60 90/16. Conv. p. l. 23. Circulation Order LLC "Piter Press", St. Petersburg, Petergofskoe shosse, 73, lit. A29. Tax benefit all-Russian classifier of products OK, volume 2; educational literature. Printed from ready-made transparencies at Typography Pravda 1906 LLC, St. Petersburg, Kirishskaya st., 2. Tel.: (812) , (812)
3 Contents Introduction... 7 Chapter 1. Territorial marketing: essence, marketing environment, set of means of implementation Prerequisites for the use of marketing theory in territorial administration Essence of non-commercial marketing Essence of territorial marketing Subjects of territorial marketing Territorial marketing environment: internal and external environment of the territory Complex of territorial marketing means Territorial product Price of a territorial product Location of a territorial product Promotion of a territorial product Conclusions Terms and concepts Questions for self-control Literature for the chapter Chapter 2. Consumers of resources and public goods of the territory. Consumer Behavior General Characteristics of Consumers in Territorial Marketing Influence individual differences on consumer behavior Individual capabilities Knowledge Consumer attitude Motivation and interest Personality, values, lifestyle and lifestyle Influence of environmental factors on consumer behavior Culture Social status Personal (personal) influence Family influence... 85
4 4 Table of contents Influence of the situation Psychological processes influencing the behavior of consumers Processing of information Training Changing attitudes and behavior of consumers Conclusions Terms and concepts Questions for self-control Literature for the chapter Chapter 3. Market segmentation in territorial marketing General approaches to macro-segmentation in territorial marketing Function of needs WHAT is satisfied Technologies HOW the needs of Consumer groups are satisfied WHO is a consumer and receives satisfaction of their needs and desires Characteristics of the main consumer groups in territorial marketing General approaches to microsegmentation in territorial marketing Attractiveness of market segments in territorial marketing Conclusions Terms and concepts Questions for self-control Literature for chapter Chapter 4. Positioning and territorial differentiation Positioning in territorial marketing: a theoretical aspect Territory differentiation: a theoretical aspect The process of choosing a territory as a place of residence and/or carrying out activities Conclusions Terms and concepts Questions for self-control Literature for the chapter Chapter 5. Analysis of competition in territorial marketing Formation of competitive relations between territories Competitiveness of a territory Classification of competitive advantages of the territory
5 Contents Competition and cooperation of territories. Development of state regional policy in the conditions of rivalry of territories for resources Conclusions Terms and concepts Questions for self-control Literature for chapter Chapter 6. Strategic management territories and territorial marketing Development of business strategies for the territory Selection of priority areas of activity "portfolio" strategy Selection of growth areas business activity in the territory growth strategy Competitive strategy Functional strategies of the territory Investment strategy of the territory Investment climate of the territory Conclusions Terms and concepts Questions for self-control Literature for the chapter Chapter 7. Organization and management of territorial marketing Prerequisites and conditions for the implementation of territorial marketing Characteristics of the stages of implementation of territorial marketing Organizational stage Stage of collecting and analyzing secondary and primary information Analytical stage development of a complex of territorial marketing and development of a policy of territorial marketing Stage of implementation of the marketing plan Stage of final control Conclusions Terms and concepts Questions for self-control Literature for the chapter Chapter 8. Territorial marketing of the country Where does the territorial marketing of the country begin? Analysis of the country's territorial product Localization of the country's territorial product
6 6 Contents 8.4. The price of the country's territorial product Segmentation and differentiation processes in relation to the country's marketing The task of increasing the country's competitiveness Conclusions Terms and concepts Questions for self-control Literature for the chapter Chapter 9. Territorial marketing of the region Initial conditions of the analysis. Means of territorial marketing of Karelia Territorial product of Karelia Price of the territorial product of Karelia Place of the territorial product of Karelia Promotion of the territorial product of Karelia Segmentation of the market of Karelia Positioning of Karelia Competitiveness and investment attractiveness of Karelia Conclusions Terms and concepts Questions for self-control Literature for the chapter Chapter 10. Marketing of the municipality The image of the "ideal" population point Implementation of territorial marketing at the level of the municipal district, rural and urban settlements Economics of the city Marketing of the urban district How do cities become known? Conclusions Terms and concepts Questions for self-control Literature for the chapter Conclusion Appendix
7 Introduction The economic and social transformations taking place in Russia objectively require changes in the methodology and practice of territorial administration. A number of reasons should be singled out that necessitate the improvement of territorial administration in modern Russia: in the conditions of a diversified economy, the goals, objectives, methods and tools for the implementation of territorial administration are changing; reform of local self-government and the formation of new forms of implementation social policy make significant changes to the mechanism of territorial administration at the municipal and regional levels; the increased independence of regions and municipalities creates the prerequisites for territorial administration to take into account the specifics of the territory to a greater extent, while the task of maintaining the country's single economic space and strengthening the Federation remains on the agenda; in the context of increasing processes of globalization and integration of the economy, the quality and mechanism of territorial administration are becoming one of the criteria for competitive comparison of countries, regions, municipalities. Increasing the competitiveness of Russia, creating conditions for the inflow of investments into the economy, the need to take into account the needs of people and provide the population with high-quality public services is an incomplete list of new management tasks. We have to admit that they do not get a proper scientific, methodological and practical solution to the problem of managing the territory in the face of growing competition for resources. There are no conceptual approaches to the development of a new philosophy of territorial administration based on the maximum satisfaction of the needs of residents and organizations (commercial and non-commercial).
8 8 Introduction of a mercantile nature) in comfortable and safe living and operating conditions. The development of the theory and practice of territorial management can be achieved by applying the conceptual provisions of marketing in the management process. But the specifics of the object of application (territory) does not allow the use of traditional tools and means of commercial marketing; it is necessary to reveal the essence, develop methodological principles, mechanisms and tools for implementing a new type of marketing of territorial marketing. The use of territorial marketing aims the subject of management in such a way to organize the management of the object in a competitive environment in order to achieve consumer preference for the territory, which will be expressed in the development of existing and the influx of new human, financial, and material resources into the territory. The implementation of territorial marketing helps to increase the attractiveness of the territory as a place of residence, temporary stay, and activities. The implementation of territorial marketing will allow: to determine the role and tasks of the subject of management adequately to the new conditions of economic life; use fundamentally new methods and tools of territorial administration, which will ensure the high-quality provision of public services, will allow organizing interaction economic entities, will create the prerequisites for successful implementation private initiatives of a commercial and non-commercial nature; consciously use the competitive advantages of the territory, correctly position and skillfully promote information about the territory; combine in the management process the achievement of social, commercial and budgetary goals for the development of the territory. Knowledge and practical skills of territorial administration from the position of territorial marketing can be used in the development and implementation of forecast and analytical documents and target programs for the development of the territory and individual industries, and can also serve as the basis for improving regional economic policy and mechanisms for its implementation. Practical recommendations to improve regional management based on territorial marketing (allocation of
9 Introduction 9 and promotion of competitive advantages of the territory, formation of an attractive image of the territory, etc.) may be of interest to state and municipal employees, representatives of business and non-profit public organizations, all those who are interested in the socio-economic development of the territory.
10 Chapter 1 TERRITORIAL MARKETING: ESSENCE, MARKETING ENVIRONMENT, COMPLEX OF MEANS OF IMPLEMENTATION 1.1. Prerequisites for the use of marketing theory in territorial administration Modern Russia is characterized by a new qualitative state of the nationwide economic, political and social life, the manifestation of which are the following processes. 1. Russia increasingly perceives itself as a single state, which tends to worry about national economic and political interests; the regulatory and stimulating functions of the state are fully implemented. 2. Russia is becoming a significant part of the world space in the context of growing integration and globalization of economic processes. This makes relevant the issues of the country's competitiveness as a whole, the search for a compromise between diverse economic interests, the formation of innovative management, as well as the activation of the country's participation in the processes of the international division of labor and labor cooperation. 3. The number of supporters of a new model of social development is growing, when a significant element in the development of individual territories and the country as a whole is the change in local communities and the formation of modern institutions of civil society. 4. The development of negative international trends (terrorism, drug trafficking) creates the prerequisites for joining the efforts of the world community and Russia in the fight against a common evil. 5. Russia, remaining a multinational, multi-confessional state, wishing to preserve its unity, strives
11 1.1. Prerequisites for Using Marketing Theory 11 to Support Desire different peoples Russia to develop national traditions, culture, language. New territorial communities are being formed, new forms of inter-territorial cooperation are being developed. These global and all-Russian trends suggest the need to consider the region as a multifunctional and multifaceted system. Historical and cultural status is the main criterion for the selection of regions in modern European scientific practice of the Committee of the Regions of the European Community. A region is an area that represents a clear geographical community or a territorial community where there is continuity and whose population shares certain common values and seeks to preserve and develop its identity in order to stimulate cultural, economic and social progress. The region today is defined primarily as a natural-historical space within which socio-economic and social activity people living in it, united by common interests, goals, ready to take responsibility for the decisions being implemented. Such an understanding of the region makes it possible to specify the object of study within, for example, the existing administrative-territorial structure of the country, on the other hand, to conduct research and manage regional development less rigidly defined, but actually existing territorial communities, united by similar features, a specific culture, a system of values, the very fact of living on common territory. For the successful socio-economic development of the country as a whole and individual regions of the country in particular, it is necessary to use the principles and methods of strategic management. In strategic management, the attitude to the external environment is fundamentally changing, since the ability to provide active action to change the external environment of the territory. Strategic management of the territory is not only the process of developing the main strategic goals for the development of the territory, but also actions to achieve these goals, while constantly monitoring the development of the external environment for timely adjustment of practical steps and, if necessary, strategic goals. Management is carried out on the basis of flexible solutions, when many important tasks arise so rapidly,
12 12 Chapter 1. Territorial marketing: essence, marketing environment that they cannot be foreseen and it is necessary to make creative decisions in a real-time system. The introduction of strategic management involves the construction of effective organizational structures, high-quality selection and increasing the motivation of personnel, the formation of a managerial culture, increasing the efficiency of the execution of managerial tasks, and much more. Strategic management is a theory and practice aimed at ensuring the competitiveness and efficiency of the management object in the long term in a constantly changing external environment. Strategic management of the territory involves making decisions about goals, means and actions through a targeted comparative assessment of various alternative actions under the expected conditions and in accordance with the chosen priorities for the development of the planning object (territory). The main scientific tasks of territorial management are: finding ways to anticipate and overcome crisis phenomena in the development of the territory, develop mechanisms for sustainable socio-economic development; development of new forms of interaction between authorities and business entities (residents and non-residents) of the territory; search for mechanisms to enhance the interaction between authorities, the population and non-profit public organizations; search for new extrabudgetary financial sources; development of models of inter-territorial cooperation; study of a new management culture, development of new management technologies. The beginning of the formation of the strategic management of the territory should be considered the period of development of forecasting and analytical documents for the development of territories on the basis of the Law of the Russian Federation “On State Forecasting and Programs for the Socio-Economic Development of the Russian Federation” dated June 23, 1995 115-FZ. A number of scientific institutes in Russia have been actively involved in the development and implementation of concepts, programs, plans (other names were also used) for the development of the territory: Institute for the Economy in Transition, International Center socio-economic research "Leontief Center", Russian Academy public service, Institute of Urban Economics Foundation, Institute
13 1.1. Prerequisites for the use of marketing theory 13 EUROGRAD, Institute of Regional Economics of the Russian Academy of Sciences, Russian Research Center for Local Self-Government and other institutions. In the years the author carried out work in the Republic of Karelia on the preparation of strategic plans for the development of municipalities. The analysis of scientific works and the author's own experience allow us to single out the two most significant problems in the implementation of the strategic management of the territory. 1. When choosing the principles for constructing forecasting and analytical documents, attention should be paid to qualitatively new tasks of territorial administration in present stage. The main task authorities in a market economy is the provision of public (public) services, and the main actions of the authorities are aimed at ensuring life, organizing and coordinating the actions of the subjects of the territory and creating conditions for improving the quality of life and socio-economic development of the territory. If we understand a function as an obligation, range of activities, purpose, role, then the forecasting and analytical documents of the territory should be built according to the functional principle, through the main functions, the implementation of which is entrusted to the bodies of territorial administration and which are designed to ensure effective management in the area of their powers (functions). These can be life support functions, property management, social protection and ensuring security, social development, support for private initiatives, including those of a production nature, support and development of all types of communications, development of the territory as a whole and individual administrative units in particular as places of residence and activities. 2. It is important to understand for whom the territory management process is carried out. The main customer and consumer of the results of regional management is the population of the given territory. The population entrusts executive and representative authorities with the implementation of the management process in the hope that the “collective manager” will be able to achieve the maximum effect with limited resources and within the shortest possible period of time. The "collective manager" must maximize and effectively use all the resources of the territory. Given the special
14 14 Chapter 1. Territorial marketing: essence, marketing environment possible spectrum interests of their owners and the possibility of their adaptation to market conditions, the authorities must ensure a balanced intervention in manufacturing process for each resource group. Fundamentally new goals and objectives of territorial administration create the basis for the search for new methods, tools, management tools, and possibly the adaptation of business methods to the practice of territorial administration. The use of marketing theory in territorial management allows us to redefine the goals and objectives of management. In modern territorial administration, the key indicator of success should be the maximum satisfaction of the needs of the inhabitants of the territory in public goods and services, the creation of more attractive conditions for living and developing commercial and non-commercial activities than in other territories. The dual nature of marketing is manifested in the fact that, on the one hand, marketing is an area of special knowledge and skills, for example, the ability to organize the sales process and after-sales service and the implementation of other specific operations and activities. On the other hand, marketing is managerial function, which implies, for example, market research and analysis, development of business and functional strategies. Marketing can be seen as an integrative function of management that transforms the needs of the buyer into the income of the enterprise, since it rather rigidly directs and modifies all other functions in the direction of serving the consumer. Modern interpretations of marketing consider it as a business philosophy that determines the strategy and tactics of the company in a competitive environment. Thus, marketing today is considered as a whole of three aspects: it is a special business philosophy, it is a set of tools with which a company studies the situation on the market and influences it, it is a management function within which planning, organization, control, stimulation and management market activity enterprises. How applicable is the modern interpretation of marketing to the territory? What socio-economic processes must take place to make it possible and even necessary to use the theory of marketing in territorial administration? Authorities
15 1.1. Prerequisites for Using Marketing Theory 15 Thread power should first of all be addressed Special attention on the following actual changes: most of the property is owned by individuals in individual and / or collective form therefore, the executive power cannot manage (in the old sense of the word) the business activities of such enterprises; the spatial mobility of a person has significantly increased, he is no longer “tied” to the territory by registration and has ample opportunities to choose a place of residence and conduct activities; the territory became an object comparative analysis when a person chooses a place to apply his labor potential and available financial, investment, innovative, social resources; the fulfillment of social tasks can no longer be provided in full with financial support from the state. The volume of state social guarantees and their financial support has been reduced, and now it is up to the territories to decide which social guarantees and at the expense of what resources it can provide its residents; citizens living and operating in the territory have become the main active resource that can create and increase the well-being of the territory in the course of their activities. It should be recognized that the wide personal freedom of a citizen in a market economy creates the foundation for intensifying the search: "Where can I satisfy my needs better"? A person begins to compare territories, and territories for the first time are forced to compete with each other in order to attract attention to themselves, to be a more preferable place for a person to apply their resources. The main task of the territorial administration should be to create conditions for retaining and attracting this active resource for the benefit of the development of the territory. It is necessary to understand what needs a person has as a resident and as a participant in production activities. Territorial management should be aimed at achieving by a person the maximum satisfaction of his needs and requirements, at maintaining the attractiveness, prestige of the territory, the attractiveness of the resources concentrated on the territory for a person while living and doing business in a particular territory.
16 16 Chapter 1. Territorial marketing: essence, marketing environment 1.2. The essence of non-commercial marketing The process of territory management involves the provision of services to residents and organizations of the territory. Consider the specifics of marketing in the service sector. F. Kotler defined a service as any activity or benefit that one party can offer to another and which is basically intangible and does not lead to ownership of anything. A service is an intangible form of goods, represented by a set of goods, by buying which the consumer expects to receive a certain benefit. If we are really interested in the problem of customer satisfaction, then the category "benefit" more accurately reflects the deep reason for purchasing a service (or product). As you know, the benefit to a greater extent implies an advantage. Benefit is primarily positive consequences, good, and to use means to use for one's need. Therefore, the concept of "benefit" according to etymological criteria is closer to the concept of "need". An important remark about the specifics of the service can be found in E. V. Pesotskaya: “The service is useful not as a thing, but as a certain activity.” We single out a number of distinctive characteristics of a service: the service is intangible, the consumer has sensations, knowledge, impressions and relies only on his own subjective ideas; the service is inseparable from its producer, therefore the correct selection and training of personnel in contact with the client is necessary to ensure the quality of the service; service, unlike goods, is always more individual from the point of view of the manufacturer. The client may be interested in a specific performer, since it is he who causes positive associations and thoughts in the mind of the consumer about his professional qualifications, exceptional experience and skills; it is extremely difficult to determine the quality of the service and achieve consistency in quality; since the process of providing a service and its consumption almost always coincide, it can be extremely difficult for the user of the service to prove the insufficient quality of the service and protect their consumer rights;
17 1.2. The essence of non-commercial marketing 17 service cannot be stored, it can only be in the process of its provision; the service cannot be stored and transported; the consumer of the service pays for it even before he gets the opportunity to consume the service and is able to assess the level of satisfaction of his need; Of all the traditional tools of the promotion mix for promoting a service, personal selling and public relations are the most important. The increase in the number of service users is largely due to the existing good reputation and positive public opinion. A service can be provided individually or for a group of people and therefore be of a public nature and act as a public good. The special nature of public goods is that their consumption can only be shared and equal. Benefits such as defense, security, noise and smoke reduction, free education and health care, public access to parks and museums, cannot be provided to individuals without being provided to others. It is not enough that the consumption of public goods be shared, it must also be equal for all, regardless of whether this person pays the full cost for a given public good, pays part of the cost, or does not pay at all. Every public good is to some extent private (personal) and divisible. This is also determined by the extent to which, in each particular case, different people recognize the value, significance, usefulness of this public good for themselves (how much I personally need this good), for example, how important is the fact of free vocational education. Recognition of the different significance of a public good for a particular person leads to the understanding that the creation of public goods and their subsequent consumption should always be based on the foundation of public consent of potential consumers of this good. A public good should be produced only if a sufficient number of individual consumers have a need, see for themselves the high significance of this good. In this sense, the public good means some suppression of the minority, the opinion of the majority here becomes decisive. Another characteristic of public goods is that
18 18 Chapter 1. Territorial marketing: the essence, the marketing environment is the fact that they are consumed through the mediation of executive authorities of the federal, regional, local levels. IN civil law In Russia there is a clear division into commercial and non-profit organizations. In Art. 50 Civil Code The Russian Federation defines the leading feature of all non-profit organizations that do not pursue profit as the main goal of their activities. The result of commercial activity, arising in the process of exchange and aimed at making a profit, can be called an economic effect. The result of non-commercial activity, arising in the process of exchange and not aimed at making a profit, can be called a social effect. At the same time, a certain specific product (works, services) is exchanged for the response of consumers of these products. The purpose of such activity is a certain benefit, a benefit created for society as a whole or for certain groups of the population. When evaluating the activities of a non-profit organization, the fact of adding social value is important. In real practice, there is a confluence of economic and social effects. Non-profit enterprises can use the principles and methods of marketing, subject to mandatory adjustment, taking into account the specifics of the subject and the principles of doing business. Non-profit organizations, as a rule, deal with the population, have resources, develop ideas, provide services, have limited resources, they need to meet the needs of the population, meet its expectations. Non-profit organizations, implicitly or explicitly, must conduct marketing activities in the struggle for maximum satisfaction of the needs of their customers and receive the maximum effect (social, budgetary, economic) from their activities. Let us single out the main differences between non-commercial marketing and profit-oriented marketing, which are made up of the specifics of the status and activities of non-commercial entities and their role in society: the main objective activities obtaining and maximizing the social effect; activity objectives are more complex and less quantifiable; the “product” of activity is a public good, service, work, idea;
19 1.2. Essence of non-commercial marketing 19 non-commercial entities are obliged to serve also economically unprofitable market entities; the total costs of providing public goods may be lower than the individual costs of acquiring them, or they may be provided free of charge; non-profit organizations can receive state support; non-commercial marketing is almost always addressed to groups of consumers and is not individual in nature; non-commercial marketing has two categories of clients: consumers and sponsors; public goods, services, works, ideas exist, are sometimes guaranteed to all members of society, regardless of the degree of necessity, the significance of this service for a particular person; the benefits that the consumer of public goods receives are often indirect and can only become tangible over time. So far, scientists have not formed an unambiguous opinion regarding the essence of non-commercial marketing, the categorical apparatus and the main patterns of activity have not been fully defined. F. Kotler uses the term "marketing in the field of non-commercial activities." J. R. Evans and B. Berman indicate that non-commercial marketing is carried out by organizations and individuals who act in the public interest or advocate for any idea and do not seek to receive financial profit. S. N. Andreev defines non-commercial marketing as the activity of non-commercial entities or individuals V competitive environment based on the principles of classical marketing and aimed at achieving goals that are not directly related to making a profit. According to the author, non-commercial marketing marketing activities non-profit entities and individuals in a competitive environment, associated with meeting the needs of the population, certain groups of the population in public goods, services, ideas that act in the public interest and are aimed, first of all, at maximizing the social effect. Territorial administration also does not involve making a profit, it is carried out for the benefit of all residents of the territory, acts as a provision
20 20 Chapter 1. Territorial marketing: the essence, the marketing environment of services and allows you to meet the needs of residents of the territory in public goods. Non-commercial marketing can become a new philosophy of territorial management. The use of marketing theory in territorial management will contribute to the creation of the maximum social effect by meeting the needs of the population in public goods, services, ideas and will create prerequisites for increasing the attractiveness of a particular territory as a place of residence and business. Marketing, he speaks of place marketing as an activity undertaken with the aim of creating, maintaining or changing attitudes and/or behaviors relating to particular places. The specific actions of place marketing can be determined by four aspects of the vision of the territory: marketing of housing, residential areas, recreational areas, investments in land ownership. In the domestic scientific literature, one can find a number of concepts that, to one degree or another, reflect the issues of the marketing approach to the management of the territory, such as “regional marketing”, “place marketing”, “municipal marketing”, “city marketing”, “territorial marketing”, etc. “marketing of territories”, “marketing on (inside) the territory”. Let's spend brief analysis these categories. In 1994, A. M. Lavrov and V. S. Surnin, apparently, were among the first to introduce scientific literature in the field of regional economics, the term "regional marketing". The authors defined regional marketing as an element of the system of market relations, projected not at the micro level, but at the meso level, which is largely based on the economic and geographical approach, and not on the theory and practice of marketing. V. I. Butov, V. G. Ignatov, N. P. Ketova write that regional marketing is a certain way of thinking and actions of leaders at the regional level, a new business philosophy of active entrepreneurial activity in the region, which is based on the desire to satisfy the identified needs of specific people , groups of consumers, enterprises and firms both in the given region and outside it (action in selected markets) in the relevant products finished products, technology, services, information
21 1.3. The essence of territorial marketing 21 tions. This definition of regional marketing involves the search for activities that need to be developed in order to meet the needs of the population. In 1999, A. L. Gaponenko presented examples of regional marketing and defined the forms of its implementation in the form of marketing of land, housing, economic development zones, investments, and tourism marketing. In 2001, A. L. Gaponenko defined regional and municipal marketing as a system of measures to attract new economic agents to a region or city that contribute to the prosperity of the region as a whole, which to a large extent has a marketing approach to the development of the region. Urban marketing issues are also the subject of study today. So, for example, P. V. Kukhtin, A. A. Levov define the marketing of the urban environment through the marketing of the territories of urban settlements and the marketing of urban real estate as a means of meeting human needs by improving the environment. T. V. Uskova proposes to consider urban marketing in the broad and narrow sense of the word, in the latter case, implying an instrument that takes into account the interests of business in solving the problems of developing the city's economy, its social sphere. T. M. Orlova defines the most important task of 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 was widely presented in 1996 in the book “Local Authorities and the Market Economy. Lessons from Western European Experience”, where it was emphasized that urban marketing aims to make the city more attractive from the point of view of its residents and enterprises and organizations located there. In the domestic literature, you can also find a number of definitions of municipal marketing. For example, municipal marketing is understood as a management system aimed at studying and taking into account demand, offers and market requirements for a more reasonable orientation of the authorities of the municipal government system to meet the needs of residents of the municipality in goods and services of industrial and non-industrial sectors. S. N. Andreev defines the scope of place marketing, which is aimed at the formation, preservation or change of
22 22 Chapter 1. Territorial marketing: the essence, the marketing environment of carrying consumers, intermediaries, contact audiences to certain "places". In the commercial sphere, these are zones of economic interests manufacturing enterprises, banks, financial groups, etc. In non-commercial locations and objects of historical value, cultural monuments, architecture, architecture, museums, libraries and much more. E. P. Golubkov gives a number of definitions: place marketing, the definition is given by F. Kotler; regional marketing is the same as territorial marketing; marketing territorial marketing in the interests of the territory, its internal, as well as external subjects, in whose attention the territory is interested. Another definition of territory marketing is given by S. V. Alekseev. Territory marketing in the narrow sense of the word involves the economic turnover of real estate, including land, in the broad sense, the attractiveness (attractiveness) of the territory. A.P. Pankrukhin distinguishes three categories “territorial marketing”, “territory marketing”, “marketing on (inside) the territory” and gives them the following definitions: 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. Can be represented as territory marketing or territory marketing; territory marketing marketing, which considers the territory as a whole as an object of attention and promotion, carried out both inside and outside it and 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; marketing on (within) the territory is an aspect of understanding the term "territorial marketing", denoting the level and specific characteristics of the development of marketing relations of subjects within the territory regarding specific goods and services. We have considered a number of categories that are used in determining the type of marketing, the object of study of which is the territory.
23 1.3. The essence of territorial marketing 23 thorium at the level of the region, city, municipality. But special attention should be paid to the two categories "territorial marketing" and "territory marketing". One can quite well imagine the differences when, for example, we talk about bank marketing and bank marketing. So it is with the territory. Territory marketing is a series of technical methods, skills, actions, the implementation of which will allow, with a sufficient degree of success, to “sell”, offer interested parties, for example, specific characteristics of the territory (convenient location of the territory, special resources, cultural heritage sites that make the territory more attractive to visit). , and other characteristics of the territory). Territory marketing involves the promotion of information specifically filled, perhaps special in forms and methods in connection with the specifics of the object (specific territory), the marketing of which we are going to carry out. Territory marketing involves the development and implementation of a marketing plan that sets out measures to solve marketing problems, for example, improve the image of the territory, increase the number of foreign investments attracted to the territory, increase the participation of the territory in regional and federal programs, etc. Category "territorial marketing ' is more general. Territorial marketing is an independent type of marketing, which is characterized by the specifics of the object of study, the applicability of marketing philosophy to the activities of managing the territory. Taking into account the specifics of the object of marketing application, we adjust the methods, tools, tactics of marketing actions. The territory as an independent object, the scope of marketing as a system of thinking and a system of actions also involves clarifying the entire complex of marketing tools and highlighting the specifics of a number of concepts. Regardless of the specific level of the territorial formation, the “scale” of the territorial unit, the specificity of the complex of marketing means in relation to the territory is significant, and this gives us reason to introduce a category that reflects an independent type of marketing - territorial marketing. The "scale" of the territorial unit will determine the specifics of the specific actions of the authorities to implement the complex of marketing tools.
24 24 Chapter 1. Territory Marketing: Essence, Marketing Environment Territory marketing can be considered as one of the non-commercial marketing directions, which is carried out by organizations and individuals acting in the public interest and advocating an idea and not striving for direct profit. Territorial marketing can be defined as special kind management activities undertaken to create, maintain and/or change the relationship and behavior of residents and non-residents in the person of individuals and companies in relation to a particular territory. Territorial marketing is a modern philosophy of territory management, which is based on a new understanding of the role and functions of territorial authorities. The executive branch is called upon to effectively manage the resources of its territory and provide public services to the population, i.e., to perform a number of functions within its competence, which can increase the attractiveness of the territory for living and doing business. The success of each subdivision depends on how fully the needs of citizens in the services of one or another subdivision are satisfied. Therefore, it becomes so necessary to carefully study, analyze the criteria for preferring residence and doing business in a certain territory. The basic principles of personal freedom in a competitive economy should be accepted. A specific territory begins to be considered physical and legal entities as one of the options for applying their skills, financial, material and other resources. The constant comparison of comfort, safety of living, stability and predictability of doing business in specific territories determines the migration of people and the movement of capital in a market economy. Territorial marketing makes you take a fresh look at short-term and long-term development goals. It is required to achieve a constant correlation of such tasks as maximizing income from the use of the territory's resources now and guaranteeing the development of the territory in the long term and for the purposes of all sections of society. Territorial marketing is becoming a new factor in regional management, the use of which leads to the successful socio-economic development of the territory through the optimal use of available resources and the entire potential of the territory.
25 1.4. Subjects of Territorial Marketing Subjects of Territorial Marketing Speaking of territorial marketing, we mean "territory" in the broadest sense of the word. In this case, to the geographical and legal concept“territory” we add the whole complex of socio-economic relations that exist on it, we take into account the history of development and national traditions, the special features of the character and temperament of its inhabitants, the pace of life that has developed over the centuries, and a large number of other intangible factors. Territorial marketing involves a specific assessment of raw materials, human, material resources, businesses of the territory. On the one hand, all this actually existing on the territory is a resource of the territory, on the other hand, it can be considered as a potential for the development of the territory. Residents and businesses of the territory themselves are its resource, they also act as consumers of the benefits of this territory. Who in this case is the subject of territorial marketing, who performs coordinating functions, who can become the initiator of territorial marketing? 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. Consequently, we can single out two potential groups of subjects of local self-government: the population that has the right to use the forms of local self-government provided for by law (elections, referendums, gatherings, etc.); local authorities.
26 26 Chapter 1. Territorial marketing: essence, marketing environment 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 authorities and administrations; non-profit organizations (sports societies and federations, national communities and trade unions, etc.); commercial organizations (travel companies, airlines, hotels, leisure facilities, commercial and industrial enterprises, etc.);
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State regulation of the market economy is carried out in order to stabilize the existing socio-economic system in changing conditions. One of the objects state regulation the regional economy comes forward, since the limited nature of the market mechanism does not allow solving the whole complex of economic and social issues at the regional level, which in turn creates difficulties and problems for the normal functioning of the economy and maintaining social stability in the region.
The objectives of the regional policy are complex, they imply the achievement of not only commercial, but also social and budgetary effects. The management of the regional economy, due to the complexity of goal-setting tasks, has a slower adaptation mechanism to changes in the external environment and involves the achievement of a significant number of compromises between market entities.
Modern regional policy should be formed taking into account global trends (Scheme 1).
Scheme 1. World trends in modern regional policy
In recent years, research in the field of regional governance has not only significantly expanded the subject of analysis, but the results of these studies have become in demand by state and municipal employees directly implementing public administration at the regional and municipal levels.
Strategic management of the territory involves purposeful activities to streamline, regulate and create conditions for the development of objects located on the territory and processes occurring on the territory in a constantly changing external environment. The strategic management of the territory is designed to ensure the “survivability” of the territory today and in the future, or, as a more complex and attractive task, to ensure the sustainable development of the territory in the future.
This goal can only be achieved through the management of the territory from the standpoint of marketing. One of the most interesting and fruitful directions in the development of the theory of regional management is the application of the conceptual provisions of marketing in the process of regional management. It is the theory of marketing as an integral element general management allows you to clearly identify a new quality of regional management in modern conditions, when the subject of management must thus organize the management of the object in a competitive environment in order to achieve consumer preference, which will be expressed in the development and inflow of human, financial, material, innovative resources into the territory.
The marketing approach in territorial management is aimed at maintaining the attractiveness, prestige of the territory as a whole, the attractiveness of the resources concentrated in the territory. The successful development of the territory in this case is formed by maximizing the satisfaction of the needs, needs, desires of people living and / or conducting commercial and non-commercial activities in this territory and deliberately giving preference to this territory when compared with other similar territories.
Territorial marketing, which is generally described as a certain way of thinking and acting of leaders at the regional and / or local level and entrepreneurs, is a new business philosophy of active entrepreneurial activity based on the desire to satisfy the identified needs of the population, both in a given region and beyond. The purpose of territorial marketing is to improve the quality of life of the population. This involves a systematic and systematic study of the state and trends in the development of territories for the adoption rational decisions aimed at creating and maintaining the attractiveness and prestige of the territory as a whole, as well as the attractiveness of the production resources concentrated on it and the opportunities for their implementation and reproduction. The use of territorial marketing means the transformation of territorial authorities into a special kind of partner for entrepreneurs, able not only to take into account the individuality of their region when making decisions on the integrated socio-economic development of the territory, but also to interact between authorities and target markets: producers, consumers, investors, new residents, tourists and others. In this sense, territorial marketing can be thought of as joint activities commercial and non-commercial entities in the market environment, based on the principles of modern socially oriented marketing.
Territorial marketing can be defined as an activity undertaken with the aim of creating, maintaining and/or changing the attitudes and behavior of residents and non-residents in the person of individuals and organizations of a commercial and non-commercial nature in relation to a particular territory. Territorial marketing is special direction(type) of marketing, which allows you to apply the principles of marketing to different territorial objects at the micro, meso and macro levels. The application of the principles of territorial marketing in regional management allows:
- - adequately to new conditions of economic life to define a role and tasks of the subject of management;
- - use appropriate (sometimes fundamentally new) management methods and tools, when the subject of territory management not only provides the provision of public services, organizes the interaction of economic entities on the territory, but also creates the prerequisites for the successful implementation of private initiatives of a commercial and non-commercial nature;
- - to combine in the process of management the achievement of both commercial and social goals of the development of the territory.
Only that territory will be able to achieve sustainable socio-economic development, which will be able to consciously use its competitive advantages, position itself competently and skillfully promote information about itself.
Territorial marketing carries a significant socio-ethical, socially responsible burden, since the maximization of income from the use of the resources of the territory in the period of time "today" should be correlated with the guarantee of sustainable development of the territory in the long term (in the period of time "tomorrow"), and for the purposes of all layers society.
The subjects of territorial marketing are non-profit organizations, commercial organizations, individuals, as well as any other structures that are localized in the territory or are outside this territory, are active, act in the public interest and consider the successful socio-economic development of the territory for a comfortable residence and safe conduct of activities in the territory. The main subject of territorial marketing are the authorities, primarily the executive and indirectly the representative branch of government. One of the most important tasks of the territorial authority is to unite and coordinate the efforts of all other subjects of territorial marketing for the benefit of the successful socio-economic development of the territory.
The marketing environment of a territory can be represented by controlled factors (internal environment) of the territory and uncontrolled factors (external environment) of the territory.
Internal environment territory is represented by three components (Scheme 2):
- - a complex of resources of the territory (natural, technological, social);
- - parameters of the current socio-economic state of the territory (finances of the territory, social and economic well-being of the inhabitants of the territory, the level of development of the industrial and non-industrial spheres);
- - situational factors within the relevant executive authority as a kind of organization (“collective manager”),
managing this territory (goals and objectives of management, organization structure, technology for making and implementing decisions, qualification and motivation of personnel).
Of the three components of the internal environment of the territory, the main reserve for successful socio-economic development lies in improving the quality of management in the territory.
Scheme 2. Internal environment of the territory
The external environment of the territory is represented by micro and macro levels (Scheme 3). The external microenvironment of the territory is made up of: consumers of the resources of the territory and public goods, other territories (territories-competitors), higher authorities and head organizations (institutions) whose branches are located in the territory. As a result of territory management, it is possible to have an indirect impact on the microenvironment of the territory, for example, to make efforts to increase the attractiveness of the territory in the eyes of consumers, which can contribute to the flow of resources to the territory (human, financial, etc.).
Scheme 3. External environment of the territory
The external macro environment of the territory can be represented through a complex of political, economic, socio-cultural and technological factors, the change of which at the macro level can have an impact on the development of the territory. One of the tasks of territorial administration is to study, predict and adapt to potential changes in the external macro environment.
The actual implementation of marketing in practice is carried out using fixed assets (tools) of marketing. The territorial marketing complex can be represented through marketing means (tools): territorial product, price of a territorial product, place (localization) of a territorial product and promotion of a territorial product (Table 1).
Table 1. Main tools of territorial marketing
|
Territorial marketing tools |
Main characteristics of the tool |
|
Territorial product |
specific characteristics and resources of the territory; a specific place where a person will receive and spend income; the system of organization and quality of management of the given territory |
|
Territorial product price |
the full price of the territorial product involves taking into account explicit and imputed costs; when setting the price of a territorial product, you can use different pricing methods |
|
Place (localization) of the territorial product |
on the one hand, it is a static localization that cannot be changed; on the other hand, it is a dynamic characteristic; the territory itself can act as the initiator of new communications; placement of a territorial product can be considered both from the position of "outside", as well as from the position of "inside" |
|
Promotion of a territorial product |
all tools can be used marketing communications; the use of direct marketing in the form of direct continuous relationships between the subject of territorial marketing and consumers using special means of communication |
Territorial product is a complex concept consisting of three elements:
- - specific characteristics and resources of the territory (a person perceives the territory as an object of his location in space, which sets certain utilities for him);
- - a specific place where a person will receive and spend income (a person perceives the territory as an object of his economic and social interests);
- - the system of organization and quality of management of a given territory (a person perceives the socially organized forces of the territory that will determine and influence his life and business activity).
The price of a territorial product is the costs that the consumer bears by “acquiring” this territorial product, that is, the costs that the consumer will bear while living and / or carrying out activities in this territory. The full price of a territorial product involves taking into account explicit and implied costs, which is especially important when comparing and choosing territories. At the same time, the price of a territorial product is also affected by substitutions and the importance of the need, so if the consumer considers a particular territorial product unique, or there is an urgent need for the consumer in a territorial product, demand is inelastic.
When setting the price of a territorial product, different pricing methods can be used: cost-based pricing, consumer-oriented pricing, competitive pricing.
The third tool of territorial marketing is the place, that is, the localization of the territorial product in space. On the one hand, it is a static localization that cannot be changed (a territory is like a point on a map), on the other hand, it is a dynamic characteristic, since a territorial product can be considered as a link in communication flows, as an element in the system of movement of raw materials, human, material, financial, information flows. At the same time, the territory can be considered as an element of systems and systems of different scales, the construction criterion of which are different factors (administrative, economic-geographical, commonality of political and social management tasks, etc.). The territory itself can act as an initiator of new communications and thereby form its own external microenvironment. The placement of a territorial product can be considered both from the position “from the outside” (that is, the territory and its “neighbors”), as well as from the position “inside” (that is, the localization of certain types of resources on the very, inside the analyzed territory). An objective assessment and proper use of the specifics of the localization of the territorial product makes it possible to effectively develop the specialization and cooperative ties of the territory.
The fourth means (tool) of territorial marketing is the promotion of a territorial product. To promote a territorial product, all marketing communication tools can be used, for each of which a set of specific actions is proposed in the work.
The content of the advertisement may be aimed at informing about the territorial product, persuading decision makers to purchase the territorial product in the preference of the proposed product, as well as reminding buyers of the need to purchase the territorial product. The use of the principles of personal (personal) sales in territorial marketing involves personal meetings, for example, of the first persons of the territory with potential investors. A very large positive effect can be achieved by holding public events that stimulate demand (exhibitions, fairs, Friendship Days, festivals, etc.). The organization of public opinion allows you to create a favorable public attitude of the general public, in addition, do not forget about non-personal activities to popularize and create fame, as well as conduct targeted propaganda of the territorial product for profit. Another form of promotion is the use of direct marketing in the form of direct continuous relationships between the subject of territorial marketing and consumers using special means of communication (interactive marketing system).
Thus, territorial marketing allows:
- - to characterize the resources of the territory, living conditions, quality of territorial management;
- - estimate the cost of living and/or doing business in the territory;
- - give a spatial assessment of the location of the territory in relation to other objects of comparison and evaluate the distribution of resources across the territory;
- - organize the promotion of information and create an attractive image of the resources of the territory, living conditions and business activity.
27. Country marketing: image and competitiveness.
In the literature on territorial marketing, there are various interpretations of this concept.
Kotler and his colleagues use the term "place marketing" and argue that marketing provides the most comprehensive approach to solving the problems of the territory, so that the promotion of the territory is only a small part of the content of this approach. Kotler pays special attention to marketing strategic planning, which should be carried out jointly by residents, the business community and the authorities of the territory. He is sure that the purpose of marketing is to strengthen the ability of the territorial community to adapt to market changes, increase opportunities, and increase the vitality of the community. Strategic territory marketing initiates the construction of a community that would satisfy the needs of all key public institutions. The main tasks of territory marketing, according to Kotler, are the identification and diagnosis of the state of the community, its main problems and concerns, the reasons for their occurrence; developing a vision of the prospects for solving these problems based on a realistic understanding of the values of the community, its resources and opportunities; development of a long-term phased plan for investment and transformation of the community.
Strategic marketing solutions, according to Kotler, involve the improvement of four groups of the most important marketing factors, namely:
· Orientation of basic services and infrastructure to meet the needs of the three most important target groups of consumers of the territory - residents, businesses, guests;
· creation of new positive features of the territory in terms of quality of life, entrepreneurship with the support of society to attract new investors, entrepreneurial layers and individuals;
communication and promotion of new positive traits, quality of life and overall image of the community;
· providing support from the population and community leaders to attract new companies, investments, guest programs.
These four groups of factors provide, according to Kotler, the ultimate success in attracting and satisfying the five target groups of the territory:
Producers of goods and services;
management of corporations and regional authorities;
· external investors and exporters;
the spheres of tourism and hospitality;
new residents of the territory. 1
Among domestic authors - scientists, practitioners and popularizers of territory marketing, A. M. Lavrov, V. S. Surnin, K. B. Norkin, I. V. Arzhenovsky stand out in the first place. And here it is quite appropriate to present the opinions of these professionals.
A. L. Mnatsakanyan from the St. Petersburg University of Economics and Finance, complaining about the plurality of terms such as "state marketing", "municipal marketing", "territory marketing", nevertheless saw in their diversity certain positive signals about the effectiveness and fundamental possibility adaptation of the concept and methods of business management in the field government controlled at its various levels. This is helped by: a) decentralization (autonomization) of territorial administration, expansion of independence in the disposal of territorial resources and in strengthening responsibility for the progress and results of the implementation of the adopted management decisions; b) its “socialization” as a compulsion for territorial bodies to activate in meeting the needs of the population.
A. L. Mnatsakanyan seeks to present the territorial administration as a specific organization for servicing consumers (the population living in a given territory), focused on meeting their needs and requests. Supporting the division of marketing according to its orientation to internal and external, the researcher emphasizes that the population of the territory can be considered as an internal consumer of the entire complex. social service, as it alternately acts as a direct or indirect producer ("staff") and consumer of state or municipal social services where the administration and authorities perform management functions. The internal product, in accordance with the traditional goal-setting in territorial administration, is the creation of decent living conditions for the inhabitants of a given territory, both in terms of meeting their social and living needs, and in terms of providing jobs. The specifics of territory marketing, according to A. L. Mnatsakanyan, is that the maximization domestic product becomes an important factor in the successful external marketing of the territory, aimed at fighting with other territorial entities for markets for their (local, regional) products, for investment and for the creation of new jobs in an open market economy. Internal marketing, largely forming the qualifications and motivation of the population, begins to work on the external product of the territory. But, the author emphasizes, the difference between territorial administration and business management for marketing is very significant, because for the territory, in his opinion, unlike the company, it is internal marketing that implements the target management function, while external marketing plays a subordinate role.
Without a doubt, all the points of view expressed, the positions of researchers and practitioners have serious grounds and look quite promising. What can be said summarizing all these points of view and positions? Let's try to "make friends" of them, especially since they basically do not contradict, but complement each other.
First: application levels. In almost all cases, the conversation about territories takes place at the levels of "region" - " municipality- "a more local place". Almost no one talks about the use of marketing at the country level, and even more so at the level of interstate associations (although we participate in a number of such associations). The only exception is F. Kotler (the book "Marketing of Nations"). The megalevel is also mentioned (but not developed) by A. M. Lavrov and V. S. Surnin. The funny thing is that marketing managers for certain products, specialized in specific countries, have existed in all self-respecting corporations for a long time, but marketing managers of the countries themselves are still hard to find, especially in Eastern Europe.
Second: purpose, mission, main areas of work. I. V. Arzhenovsky, not without reason, believes that territory marketing is an advanced idea, a philosophy that requires orientation to the needs of target groups of buyers of territory services. According to F. Kotler, marketing is a tool strategic development territories and most complete solution her problems. The purpose of marketing is to strengthen the ability of the territorial community to adapt to market changes, increase opportunities, increase the vitality of the community, and not only improve the image and promote the territory. K. B. Norkin agrees with the master, considering urban marketing as a means of responding to modern challenges and contradictions in the development of the city.
According to A. M. Lavrov and V. S. Surnin, territory marketing is intended to ensure a high level and quality of life for its population. A.L. Mnatsakanyan agrees with them, arguing that the dominant feature of the “internal product” is the creation of decent living conditions for the inhabitants of this territory, which will become the main competitive advantage in line with "external marketing". French researchers (A. Diane) traditionally emphasize that marketing is designed to improve the image of the territory, attract industrialists, and make people talk about it. By the way, it is with him that, for example, the developers of marketing strategies of the Omsk region and the Republic of Buryatia agree. In the theoretical part of both strategies (they are identical here), it is stated that “regional marketing is the use of marketing tools, especially advertising, promotion and sponsorship, to increase fame and improve the image of the territory based on advanced ideas and achievements that focus on the needs of target groups of buyers of products and territory services.
However, the developers of the regional marketing strategy although they declared the priority of image attitudes, they actually took a much more constructive path of real transformations. For example, in the program "Measures for the implementation of the concept of the regional marketing strategy of the Republic of Buryatia", as a starting point, training is planned to improve the marketing culture of specialists in the managerial level of the republic and its business entities, then - specific activities, including the reconstruction of the territorial highway, and as a result - access to the markets adjacent to the republic in neighboring regions of Siberia, Far East, Mongolia.
Third: target marketing groups. Among them stand out (according to Kotler): producers of goods and services; corporate management and higher regional authorities; external investors and exporters; tourism and hospitality; new residents of the territory. It is perfectly legitimate to add to this list: a) the population of the territory, b) local businesses, including medium and small ones. Many domestic researchers talk about this.
Fourth: functions. According to Kotler, these are: identification and diagnosis of the state and problems of the community, the causes of their occurrence; developing a vision of the prospects for solving these problems, taking into account the values and resources of the community; development of a long-term phased plan for investment and transformation of the community. Actually the promotion of the territory is only one of the functions. According to A. M. Lavrov and V. S. Surnin, among the functions are the study of the market, demand, prices for the total production of the region, for the realization of its full potential from the standpoint of both internal (regional) and external (outside the region) needs.
Fifth: which term is more logical to choose? As we can see, there are many options: territorial marketing and marketing of territories, internal and external marketing, state, regional and municipal marketing, marketing of countries, regions, local places ... And if it is not so difficult to understand the levels of an object, then in relation to If, for example, territorial marketing is internal, and territorial marketing is external, there is clearly no unanimity.
Some authors who develop regional problems believe that regional marketing is the marketing of regional goods; others - that it is "marketing carried out at the regional level, reflecting and absorbing the specifics and characteristics of a particular region" 1 ; still others focus on the fact that the marketing of a territory (in particular, a city) is designed to improve its image, attract industrialists, and make people talk about themselves; the fourth call for the integration of "intra-regional" and "external" territory marketing.
A few years ago, I proposed to fix the main components of territorial marketing as different, but certainly interconnected; hence the following definition: territorial marketing - it 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:
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;
marketing on (inside) the territory, the object of attention of which are relations about specific goods, services, etc., carried out within the territory.
We consider the region, the territory as a subject that provides the role of the consumer not only to itself, but first of all to other subjects (external and internal in relation to the territory). It is their safe consumption of regional resources, products, services and opportunities that ultimately allows the region to build and increase its own well-being. Apparently, there is no need to prove that the approach that represents the region, the territory as a producer focused on consumers, on the development of their demand for real resources and the potential of the territory, is much more marketing than an approach that actually focuses the attention of the region exclusively on itself.
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