SUBJECTS AND TARGET AUDIENCES IN CITY MARKETING SYSTEM

Abstract

Formulation of the problem. Understanding the city marketing as an integral system involves the formulation of principles, definition of tasks, outline of functions, specification of subjects, objects, elements, methods and directions of marketing policy, which, unlike the existing ones, take into account target orientation of municipal government. The purpose of the study is to identify the main subjects of city marketing, study the changes of their structure, outline the main target groups to which the efforts of marketing subjects are directed. Presentation of the main material. The article defines the place of subjects and city target audiences in city marketing system, elements of which are formed in accordance with target orientation of municipal administration for long-term cooperation with target audiences, establishment of partnership relations, formation of effective feedback system, efficient control system and adjustment of purposes. The authors specify the subjects of city marketing and present their evolution in accordance with the changing concepts of city marketing. It is noted that the activities of marketing subjects are associated with the implementation of the entire set of functions: organizational, economic, social, environmental, spiritual and cultural, etc. It is concluded that marketing subjects of the city determine, create, promote the advantages of the territory in order to meet the needs of target audiences, ensure their well-being and establish longterm mutually beneficial relations with them. The approaches to the structuring of target audiences of the city: according to interests and needs in city marketing; according to the relation to the city. It is indicated that the choice of option defines the target segmentation of target audiences. Conclusions. It is established that in city marketing target audiences begin to act simultaneously as marketing subjects. Interconnections of subjects, objects and target audiences in city marketing are investigated. It is concluded that today in Ukraine it is necessary to develop such a system of city marketing, which is realized on the basis of the tools of the concept of classic marketing, but actively lays preconditions for socio-ethical and affiliate concepts. The formation of city marketing system is based on the close interaction of subjects of marketing activity and target audiences.