TERRITORIAL MARKETING AS A DIRECTION OF INCREASE COMPETITIVENESS OF ENTERPRISES

Abstract

Theoretical studies of the understanding of territorial marketing have shown that its essence in the process of development under the influence of economic, political, scientific, technical and social processes has undergone significant transformations from the definition of marketing as a business activity to territory management. Marketing ensures the social responsibility of business to improve the quality of life of consumers, is carried out in order to achieve benefits and efficiency of producers and consumers. The expediency of applying the concept of territorial marketing in vegetable growing to increase competitiveness and reduce the risks of placing it in areas with favorable production conditions and a sufficient number of employees and experienced professionals is outlined. Two main methodological approaches to understanding territorial marketing are considered. The components of the region's competitiveness according to the territorial sectoral concept are proposed and it is proved if the marketing strategies are aimed at increasing the region's competitiveness and its investment attractiveness, which in turn contributes to the country's positive image at the international level. It is generalized that achievement of the set purpose of marketing of the territory is promoted by the decision of problems for maintenance of needs of the population of this territory. It is proved that the result of the set goal of marketing the territory should be the solution of problems to meet the needs of the population of the whole territory. It is proposed to include territorial sectoral concepts in the modern ones which will allow to orient the activity of organizational formations in vegetable growing to meet the needs of consumers in certified, ecologically clean vegetable products preservation of the environment and development of rural areas. Marketing exchange is defined as a set of utilitarian, social and natural exchanges. The results of the study confirm that the application of the concept of territorial sectoral marketing in vegetable growing involves, first of all, the placement of vegetable farms in order to reduce risks in areas with favorable conditions.