Экономические науки/ 6.Маркетинг и менеджмент.

Antypenko Dmytro

Golub Natalia. Candidate of Economic Sciences.

Donbas national academy of civil engineering and architecture

Conceptual features of the marketing territory, and it’s evaluation factors.

Over the past five years from a niche marketing site focused more on tourism knowledge, became one of the "mainstream" trends in the development of the theory of marketing and management areas. Greater development were all sorts of place marketing practices, the central of which is the formation of a territorial brand. Unfortunately, quite often practical processes of urban development slogans and logos, make up a significant part of the brand strategy of the city, do not bring the desired effect, negatively perceived by residents and do not have the support needed to create a strong brand. In our opinion, the reason for this is the lack of attention on the part of practitioners to the theoretical aspects of branding, departing far beyond standard logo of cities.. This is partly due to the lack of stable and unified theoretical constructs of academic interpretation of the concept and model of brand territory.

Basic tenet of marketing territory was formulated long before the registration of the theoretical foundations of this research area Russian economist Igor Vernadsky: "Each country has its own ideal, every country - its perfect form foreign to other, under different conditions of standing areas. That's mainly is the reason of the difference that exists in the economic, social and political situation ". [1] The fundamental task of economic science IV Vernadsky seen in the study of human needs and the means to address them, felt that the level of development of society and the health of the social body of the country can be judged by the degree of development needs of its people. Actually in this most general form, and is recognized marketing approach to the territory: the level of development needs of the Territory's population is associated with the level of development of our territory and its competitiveness. [2]

The concept of marketing territory is an area of research and practice, and for which the application object of marketing efforts is some space (territory), which has clear geographical boundaries, and the subject - the attractiveness of the place for the different target groups of consumers. Marketing territory long in terms of actions undertaken and the expected results, it forms the basis for strategic planning of the territory. [2]

Based on the Russian research the concept of "brand" shows that it is often treated as a "unwound" brand, but among foreign experts is no single approach to this concept. There are so many different definitions. Thus, specialists Landor Associates noted that the brand must consistently provide quality and customer satisfaction, to create consumer preferences; designate Unlike competitors, be convenient and easily accessible to customers. [3]

The American Marketing Association adopted the following approach: the brand - it is a symbol, design, symbol, name, which identify the goods or services. As is evident from the statements of foreign experts in marketing, brand has two functions: to different products in the environment, or is used for the identification (identification) of the product and its manufacturer. [4]

Having considered the views of different social groups are able to offer the following language: branding area as a whole is a set of activities aimed at promoting the area as a single economic unit and must consistently meet the wishes of users of this site.

Another feature of the marketing area is the interpretation of the traditional set of marketing tools through the prism of relations with the consumer. According to Kotler marketing complex configuration when the product becomes in this case should fully reflect the needs and requirements of a particular consumer. [2] Price, in turn, is an assessment of consumer willingness to incur costs, "place" is defined in the organization of the convenience to the consumer and promotion as a process of communication, where the first place is an effective channel selection, handling and feedback.

Considering the theoretical basis of territorial marketing, we see that the evaluation of attractiveness of the area, the proposed, for example, Kotler, based on the evaluation of hard and soft factors, which are reduced to the interpretation of the marketing mix as a whole. Set of hard and soft factors can be distributed among the main instruments of territorial marketing, as it is presented in the table below. [2]

Table 1

Attractiveness of the estimates and their application to a range of marketing

"Hard" factors	The "soft" factors	Elements of the marketing complex
strategic geographical position	-	convenience
economic stability	quality of life	customer needs, perceived costs
productivity and costs	-	perceived costs
relation to the property	staff qualifications, entrepreneurship initiative	customer needs
-	culture, image area	communication

Thus, marketing territory fully reflects the modern interpretation of marketing as a strategic relationship between the various stakeholder groups, where the main purpose of the decision-makers on the development of the territory (in particular, the authorities as a unique manufacturer site) is to increase the satisfaction of both finite and intermediate consumer that creates loyalty within the entire chain of relationships. Achieving the goals of increasing satisfaction with complex product area is achieved through control of the system of "hard" and "soft" factors, marketing aimed at target groups of consumers and territory corresponds to the positioning in the competitive space. Marketing management area, in turn, is based on maximizing the return key marketing assets in which the brand is the territory. Generation activities, construction and development of the territorial brand, in other words, the process of branding territory, thus, contributes to the achievement of strategic marketing objectives territory.

Bibliography

1. 1. Tretyakov OA Marketing: new targets management model: Tutorial. - Moscow: INFRA-M, 2005. -403 S.

2. 2. Kotler, F., Asplund K., Rein, I., D. Haider Marketing Places. Attraction of investments, businesses, residents and tourists in the city, communities, regions and countries in Europe. - St. Petersburg: Stockholm School of Economics, 2005. - 375 p.

3. Baker M.J., Cameron E. Critical succes factors in destination marketing // Tourism and Hospitality Research. – 2008. – Vol. 8, 2. – pp. 79 – 97.

4. Zenker S., Braun E. Branding a city – a conceptual approach for place branding and place brand management // Paper presented at the 39th European Marketing Academy Conference, 1st – 4th June,2010, Copenhagen, Denmark.