UDC 35:342.25; JEL R13, F20
Bilyk, R. S., & Kitsak, M. M. (2023). Suchasni marketynhovi instrumenty upravlinnya terytorial'nymy hromadamy [Modern marketing tools for the management of territorial communities]. Rehional'na ekonomika - Regional Economy, 110 (4), 5-12. DOI: https://doi.org/10.36818/1562-0905-2023-4-1 [in Ukrainian].
Sources: 16

Authors



Bilyk Ruslana Serhiyivna

Ph.D. of Economics, Associate Professor

Associate Professor of the Department of international economics of the Yuriy Fedkovych Chernivtsi National University

Contacts: ruslanaosadchuk21@gmail.com, r.bilyk@chnu.edu.ua

Webpages:

Kitsak Mykola Mykhaylovych

Postgraduate of the Department of international economics of the Yuriy Fedkovych Chernivtsi National University

Contacts: kitsak.mm@gmail.com

Webpages:

Resume

The territorial marketing toolkit includes a variety of methods and actions aimed at analyzing the marketing opportunities of the region, as well as strategic planning and implementing measures for effective positioning of the territory. It also includes identifying and meeting the needs of the community’s key customers, carefully organized and targeted within a comprehensive marketing plan. The article aims to identify the marketing tools for the management of territorial communities to ensure competitiveness and promote sustainable development of the territory. The article presents theoretical approaches to the application of marketing mechanisms at the territorial level and describes in detail the components that make up the marketing strategy of communities. The author examines the peculiarities of the use of marketing tools, including the 4P model – product, price, place, and promotion in the territory supplemented by two Ps – policy and public, which are becoming important in the development and management of communities through a marketing approach due to the growth of democratization. Particular attention is paid to the segmentation of target consumers and market research to identify the needs of target audiences in the context of public services. The author emphasizes the need to consider the territorial community as a complex system with multiple components, which can be analyzed from three aspects: administrative-territorial division, consumer needs, and sectoral analysis. The use of various approaches to structuring marketing elements helps to strengthen competitive positions and attract interest in the territories. The article proves that territorial marketing covers a set of actions and skills aimed at effectively presenting the characteristics of the territory to potential stakeholders, including both quantitative and qualitative attributes, meeting the needs of various target audiences. Defining the unique identity of the territory and its advantages, as well as identifying weaknesses to further address them is an important step. The final stage involves positioning the territory and highlighting its distinctive features in comparison with competitors to attract investment and resources.

Keywords:

marketing, territorial marketing, territorial marketing tools, territorial communities

References


1. Bondarenko, V. M., & Shershun, K. O. (2012) Poniattia ta instrumenty terytorialnoho marketynhu v konteksti stratehichnoho rozvytku rehioniv [Concepts and tools of territorial marketing in the context of strategic development of regions]. Naukovyi visnyk Uzhhorodskoho universytetu: seriya Ekonomika – Scientific Bulletin of Uzhhorod University: Economics series, 2 (36), 66-73. [in Ukrainian]
2. Budnikevych, I. M. (2012). Munitsypal'nyy marketynh: teoriya, metodolohiya, praktyka [Municipal marketing: theory, methodology, practice]. Chernivtsi: Chernivtsi National University. [in Ukrainian].
3. Budnikevych, I. M., & Havrysh, I. I. (2016). Kontseptsiya terytorial'noho marketynhu yak osnova formuvannya ta pidvyshchennya pryvablyvosti rehioniv [The concept of territorial marketing as a basis for forming and increasing the attractiveness of regions]. Rehional’na ekonomika – Regional Economy, 3(81), 76-85. [in Ukrainian].
4. Vovchanska, O. M., & Ivanova, L. O. (2022). Osoblyvosti realizatsiyi instrumentiv marketynhu v umovakh voyennoho stanu [Peculiarities of implementation of marketing tools in the conditions of martial law]. Ekonomika ta suspil'stvo – Economy and society, 38. DOI: https://doi.org/10.32782/2524-0072/2022-38-32 [in Ukrainian].
5. Oleksyuk, H. V., Popadynets, N. M., & Ozarko, K. S. (2021). Osoblyvosti prostorovoho planuvannya rozvytku terytoriy [Features of spatial planning of territorial development]. Attractiveness and comfort of the territories of Ukraine (regions, cities and united territorial communities): Materials of the international scientific and practical conference. State University «Institute of Economic and Legal Research named after V. K. Mamutov of the National Academy of Sciences of Ukraine»
6. Smerichevskyi, S. F., & Sibruk, V. L. (2018). Stratehichni aspekty marketynhu terytorii v umovakh detsentralizatsii upravlinnia Ukrainy [Strategic aspects of territory marketing in conditions of decentralization of Ukrainian administration]. Prychornomorski ekonomichni studii – Black Sea Economic Studies, 26 (2), 55-59. [in Ukrainian].
7. Fedorchak, O. V., & Ishchenko, H. O. (2020). Marketynhovi instrumenty zaluchennya investytsiy u terytorial'ni hromady – Marketing instruments for attracting investments in territorial communities. Naukovyy visnyk «Demokratychne vryaduvannya» – Scientific Bulletin «Democratic Governance», Vol. 1(25), 3-20. DOI: https://doi.org/10.33990/2070-4038.25.2020.213669] [in Ukrainian].
8. Frolov, D. P. (2013). Marketynhovyi pidkhid do upravlinnia prostorovym rozvytkom [Marketing approach to spatial development management]. Prostorova ekonomika – Spatial economy, 2, 65-86. [in Ukrainian].
9. On Amendments to Certain Legislative Acts of Ukraine Regarding the Basics of State Regional Policy and Regional Recovery Policy. Law of Ukraine, adopted on 2022, Jul 9, 2389. Legislation of Ukraine: Website. Retrieved from https://zakon.rada.gov.ua/laws/show/2389 –20#Text [in Ukrainian].
10. Constitution of Ukraine. Information of the Verkhovna Rada. 1996. No. 30. URL: https://www.president.gov.ua/documents/constitution [in Ukrainian].
11. On the approval of the State Regional Development Strategy for 2021-2027. Resolution of the Cabinet of Ministers of Ukraine, adopted on 2020, Aug 5, 695. Retrieved from https://zakon.rada.gov.ua/laws/show/695-2020-%D0 %BF#Text [in Ukrainian].