Security of market economy in the mechanism of state management by natural economic potential of regions
Journal Title: Публічне управління та митне адміністрування - Year 2018, Vol 2, Issue
Abstract
Globalization processes and the rapid development of international economic relations compel countries and regions to compete for investment, sales markets, visitors, in other words, to “sell” their territory. In the modern world it is impossible to imagine selling any product or service without its promotion, as well as the regions need to move. Therefore, the role of marketing in updating the market equilibrium over the last decade is gaining popularity and becomes an integral part of the mechanism of public administration. On the one hand, the development of market relations requires the adoption of world-wide marketing methods of managing the country’s growth. On the other hand, the interests of society, their balance and degree of satisfaction are largely determined by the state, the activity of its institutions, especially in the transitional Ukrainian society. The combination of these two factors will trigger the constant need for marketing in Ukraine as a form of public administration. Attracting the state as a marketing subject to state-building processes will mean that marketing relations develop not only between market partners; they activate the participation in the reproductive processes of the institutions of power, which are functionally engaged in organizing the satisfaction of the economic and social needs of the population. Under such conditions, the role and place of marketing in the system of public administration becomes a topical issue of today’s research. Marketing in actualizing the market equilibrium not only extends the tools of state management to the natural and economic potential, but also changes approaches, the formulation of strategic goals. Marketing in the development of the natural and economic potential of the regions is an orientation towards the inhabitants of the region, investors, visitors and other economic actors who operate or can operate in the region. The growth of the role of marketing in updating the market equilibrium in the region and changes in the strategies of management of the natural and economic potential of the regions associated with a number of factors: the change of philosophy, principles, goals of the region, the identification of the population as a real participant in the regional planning system, as well as the changing nature of regional authorities that become the main persons responsible for the socio-economic and natural-economic development of the regions, including its improvement, security and social protection of the population. The formation of a market-oriented state administration takes place under the ever-increasing influence of marketing management, which should be implemented in the system of public administration of the natural and economic potential of the regions. The need for marketing is justified by the fact that it promotes the disclosure of potential opportunities in the region. The basic provisions of marketing are: to give maximum attention to the priorities of consumer values; an individualized approach to meeting the needs of the target segments of the region; the ability to adapt to the changing environment; formation of strategic partnership relations. Assessing the quality of management, based on the need to achieve the full satisfaction of the needs of the population.
Authors and Affiliations
В. М. Горбик
Keywords
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