Improving the marketing potential of the territories (for example Siberian Federal District)
The development of the marketing potential of the Siberian territories in the article is based on the basic marketing terminology, namely the terms “marketing potential of the territory” and “marketing process”. Development of the marketing potential of the territory (district, region, district) and determining the degree of its influence on market positioning for management purposes based on the use of marketing tools of the territories. Methods it consists in the system development of theoretical and conceptual-methodological approaches to managing the marketing potential of Siberian territories, based on a rational combination of their trade (marketing) potential and the corresponding regional socio-economic processes taking place (taking place) in the territory and affecting its market potential. The methods of induction, deduction, and general scientific knowledge are reasonably applied to the analysis and study of economic and statistical information based on the use of marketing approaches, including observation, experiment, expert assessments, and conducting questionnaires. In the framework of the system-process approach, methods of economic-mathematical modeling (correlation and regression analysis, dispersion and coefficient analysis) were used. Results it is proposed to solve the task by using tools and marketing technologies that directly affect the level of satisfaction of the studied range of needs of real and potential consumers in different territories, and also reveal the results of the impact on them of the level of development of marketing processes (marketing capacity). For the development of the marketing potential of the territories, a methodical approach has been proposed that allows, based on the gradual structuring of identified deviations in the coherence of marketing and socioeconomic processes, to form and improve the working algorithm for using the territory marketing tools to retain and attract new priority consumer groups.