Marketing approach in the research of the Northern territories

Need for a comprehensive research of the Arctic and of the northern areas with the use of topical contemporary approaches grounded in academic papers recently. Thus, Professor Y.F. Lukin in the book "The Great Arctic redistribution" notes that "the need for a methodology is fully applicable to the Arctic issues. The study of social, economic, political and cultural issues of life in the Arctic, conceptually and methodologically can lead not only in line with geopolitics, history, geography, conflict studies, sociology, political science, and other economic, social and political sciences, but also in the modern mega regionologii as an interdisciplinary industry--‐science "[1, p. 26]. In this connection, consider using a marketing approach in the study of the northern territo--‐ ries.

Marketing of the northern territories --‐ is a set of marketing activities to a holistic, integrat--‐ ed development of the area subject to the restrictions, conditioned by the need to study and pro--‐ tection are in its range of natural, historical--‐architectural and other resources. Strategic market--‐ ing1 of the Northern Territory --‐ is marketing the benefit of long--‐term effective development of the area, its internal and external stakeholders, the specific needs that must be met.

Among internal stakeholders should identify local people with an interest in improving liv--‐ ing conditions, creating new jobs, as well as the local government, which aims to preserve and de--‐ velop the potential of the territory and needs with the necessary resources (financial, information, management, etc.). External actors are, for example, investors who are willing to invest in the area and need a transparent, efficient, economic relations, as well as scholars interested in the study of the macro--‐region of the Arctic, whose needs should be met. In our opinion, the target conflict be--‐ tween internal and external actors should not be, because they are interested in a stable, inte--‐ grated development of the territory.

The strategic orientation of marketing of the northern territories is in the following fea--‐ tures:

• a)    focus on long--‐term, the future development of the territory;

• b)    humanizing trend, focus on the human factor in the development of the territory;

• c)    systematic analysis of the market and individual customers, as well as the strengths and weaknesses of the area (information work);

• d)    the formation of a unified system of scientific information;

• e)    focus on the formation of demand and supply;

• f)    priority pricing flexibility (in the broad sense);

• g)    integration of the marketing communications, is embodied in a single multi--‐channel syn--‐ chronous communications, focused on the establishment of bilateral relations with various target audiences, each of which builds the corresponding model of communication;

• h)    distribution and sales organization, providing convenience of making and implementing decisions on consumers' preferences and purchases.

Marketing of the northern territories, aimed at sustainable development, based on its con--‐ cept should certainly be socially responsible, or at Kotler, social and ethical marketing [2, p. 53]. Its essence is that the organization should determine the needs, requirements and interests of target markets, and then to ensure the highest customer value more efficient than its competitors, in ways that maintains or improves the well being of both clients and society as a whole. Thus, when making marketing decisions necessary to consider the public interest, focusing not only on the needs of customers, but also to human values.

An important feature of the northern territories of marketing is that, in contrast to the classical business marketing, marketing area should proceed from the interests of preservation and study of historical, cultural and natural potential of the region, as well as people living in the area. As one of the priority tasks of marketing northern territories can be identified to improve the quality of life. So, in July --‐ August 2011, we carried out the study of the internal environment of local Solovki methods of observation and survey, which showed a high level of social tension, dis--‐ trust of authorities, pessimism regarding possible changes in the local population, which needs to improve living conditions. In this regard, the administration of the territory of the Solovetsky Is--‐ lands to use the marketing approaches of needs (infrastructure, information, social, etc.) of local residents.

In the context of the study to identify the problems of the Arctic macro region, Professor Y.F. Lukin noted that "clearly not enough literature on the strategic vision and mission analysis of the Arctic area in the development of modern Russia" [1, p. 5].

The strategic marketing of the territories includes:

• a)    the analysis of the territory;

• b)    the strategy development area;

• c)    the development strategy;

• d)    the control over the implementation of the strategy.

Feedback should be capable of adjustment strategy of territory due to the constant chang--‐ es in the internal and external environment of the territory.

Active participants in the marketing relationship traditionally by producers, distributors and consumers. In addition to these, the subjects of territorial marketing can also be scientists (re--‐ searchers), entrepreneurs, investors, and representatives of environmental organizations, profes--‐ sional associations and charities.

Subjects place marketing can be classified in different terms: criterion of territorial identity, residence, location ("residents --‐ non--‐residents"); criterion of legal status ("natural persons --‐ legal persons").

Each category has different subjects in the context of the objectives of development of the area, which should be agreed in the interests of sustainable development of the northern territo--‐ ries.

The strategic marketing management development area involves the development of a comprehensive model of the optimal functioning with some fundamental principles that reveal the essence of the model with respect to its basic building blocks, and the relationship between them.

Developing the model of the Northern Territory to consider and agree on the following key parameters:

• a)    Economic, involving activation of the development of the economic activity in the northern areas to generate income and use it to implement key features of the sus--‐ tainable development, and to meet the needs of the residents and non--‐residents of the territory;

• b)    Social, focused on the need to consider the interests of local people living in these are--‐ as, which should be seen as a key strategic resource of the territory, and the develop--‐ ment of a set of measures aimed at improving the quality of life;

• c)    Environment, aimed at preserving the natural balance of the northern territories, the study and protection of historical, architectural and natural.

Parameters listed above, are considered from the standpoint of marketing, which suggests that the objectives and requirements of each option, and the use of marketing tools in the model of strategic development. Marketing mechanism provides for the development of measures regard--‐ ing the product offered residents / non--‐residents of the northern territories, pricing strategy, and the strategy implementation and promotion of the product. In addition, the marketing strategy involves the development of human potential and ensuring effective linkages between all ele--‐ ments of the marketing mix. We call this model ESEM (economic, social, environmental, market--‐ ing). All four elements of the model are equally important. Economic, social and environmental parameters are considered in the light of the marketing concept (Figure 1).

It should be noted that the necessary harmonization of the economic, social and environ--‐ mental performance parameters of the northern territories, and their all--‐round development, aimed at improving the quality of life, improve the activities of public authorities and long--‐term capacity building for sustainable development.

At the heart of the northern territories management must lie the potential of the local population for the development of these areas, accompanied by improved quality of life. The di--‐ rector of the Solovki State Historical, Architectural and Natural Museum, the vicar of Holy Trans--‐ figuration Stauropegial Solovetsky Monastery --‐ Archimandrite Porfiry in an interview with "Patri--‐ arhiya.ru" noted that "the dynamic recovery of the monastery should be accompanied by the cre--‐ ation of the modern village with advanced engineering and social infrastructure, a beautiful village and convenient to stay. Due to this large--‐scale program, the demand for labor, often highly skilled and highly paid. The problem of local residents is to take open jobs orgsistemah to preserve the ancient architecture, to protect the unique nature of the island, guest services, pilgrims and tour--‐ ists from all over the world "[3]. Thus, for the development strategy of the archipelago is expected to actively use the potential of the local population.

Innovation involves the use of new approaches to the management, including the modern technologies of the strategic territorial marketing, advanced information systems modeling of the Northern (Arctic) areas, the use of innovative approaches to training and development, etc. The use of strategic marketing techniques will improve the efficiency of research and management processes (Arctic) areas.