Penetration of marketing in the activities of firms in the land market
Ulitskaya N.Yu.1
1 Пензенский государственный университет архитектуры и строительства
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Journal paper
Russian Journal of Entrepreneurship *
Volume 20, Number 4 (April 2019)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
The development of the land market causes the need to study economic relations and relations between its subjects. In this paper, the modeling of services of firms of the land market on the basis of building a tree of goals and SWOT analysis, specifying the value of marketing, are given. The tendency of penetration of marketing in activity of firms in the market of the earth by means of carrying out focus groups in 2010-2011 and 2018-2019 with representatives of cadastral, estimated and realtor firms of the Penza region and their comparative analysis is proved. For the first time, the following trends are identified: intuitive use of marketing, increasing the education of employees of firms, the development of informal contacts with market participants, the development of partnerships, customer focus and the involvement of consumers in co-creation, with the help of group assessment by the method of expert panels. Work is focused on the interests of the researchers for the purposes of argument the scientific positions of marketing land, marketing practitioners and professional participants of the land market as a reference point to build a networking relationship.
Keywords: real estate services, land marketing, marketing of services, entrepreneurship in the land market, cadastral services, valuation services, value of land-goods
JEL-classification: L26, M31, L85, O43
References:
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Azoev G., Starostin V. (2012). Personalizirovannyy marketing [Personalized marketing]. Marketing. (5). 38. (in Russian).
Bagiev G.L. (2011). Marketing vzaimodeystviya [Marketing interaction] (in Russian).
Chekulina A.N. (2017). Nekotorye aspekty PR-deyatelnosti na rynke kadastrovyh uslug [Some aspects of PR activity in the market of cadastral services] In the collection: the boundaries of the possible in advertising and PR-creativity. 200-204. (in Russian).
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Gembl P., Stoun M. (2007). Marketing vzaimootnosheniy s potrebitelyami [Relationship marketing with consumers] (in Russian).
Geraschenko M.M., Semerkova L.N., Sherstobitova T.I. (2014). Innovatsionnye modeli rossiyskogo predprinimatelstva (na primere malogo innovatsionnogo biznesa) [Innovative models of Russian entrepreneurship (by the example of small innovation business)]. Creative economy. (3). 50-57. (in Russian).
Gronroos Ch. (1982). An Applied Service Marketing Theory European Journal of Marketing. (7). 30-41.
Gummesson E. (1995). Relationship marketing: Its role in the service economy Understanding Services Management. 251.
Guschina E.G., Sergeeva O.E., Kozlova E.V. (2014). Marketingovoe obespechenie razvitiya predpriyatiy malogo i srednego biznesa [Marketing support for the development of enterprises of small and medium business] In proc. of the Crisis of the economic system as a factor of instability of modern society. 51-53. (in Russian).
Guschina Yu.I., Starovoytov M.K., Gavrilova O.A. (2017). Prognoz ekonomicheskikh pokazateley predpriyatiya s kartoy Kokhonena [Forecast of economic indicators of the enterprise with kochonen card]. Siberian Journal of Economics and Management. (3). 69-73. (in Russian).
Kapustina L.M. (2008). Marketing partnerskikh otnosheniy v kontekste evolyutsii marketingovyh kontseptsiy [Marketing partnerships in the context of the evolution of marketing concepts] In the collection: Public administration and management in the information economy. 209-213. (in Russian).
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Lovelock Ch.H., Wirtz J. (2004). Services Marketing: People, Technojogy, Strategy
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Morozova I.A., Markin S.V. (2015). Evolyutsiya soderzhaniya predprinimatelstva, ego funktsii i roli predprinimatelskogo potentsial v period perekhoda ekonomiki k postindustrialnomu etapu razvitiya [Evolution of the content, entrepreneurship, its functions and role of entrepreneurial potential in the transition of the economy to post-industrial stage of development]. Audit and financial analysis. (4). 358-361. (in Russian).
Nikishina E.S. (2016). Kontseptsiya marketinga vzaimodeystviya «zastroyschik - potrebitel - upravlyayuschaya organizatsiya» dlya razvitiya rynka zhiloy nedvizhimosti v Rossii [The concept of marketing interaction "developer - consumer - management organization" for the development of the residential real estate market in Russia]. New science: From idea to result. (3). 152-155. (in Russian).
Novatorov E.V. (2015). Marketing uslug: teoriya i tekhnologiya [Services marketing: theory and technology] (in Russian).
Oleynik A.N. (2005). Institutsionalnaya ekonomika [Institutional Economics] (in Russian).
Panasenko S.V., Mkrtchyan V.S. (2018). Perspektivy ispolzovaniya neyrotekhnologiy v razlichnyh otraslyakh tsifrovoy ekonomiki [Prospects for neurotechnologies implementation in various sectors of digital economy]. Russian Journal of Entrepreneurship. (11). 3269-3278. (in Russian).
Peskova O.S., Matyuschenko S.I., Ungurayte T.D. (2015). Klasternaya politika kak instrument formirovaniya predprinimatelskoy deyatelnosti [Cluster policy as an instrument of entrepreneurship] (in Russian).
Pesotskaya E.V. (2000). Marketing uslug [Marketing services] (in Russian).
Semerkova L.N., Latynova S.V., Dorkina E.M. (2014). Problemy dempinga na rossiyskom turisticheskom rynke [Problems of dumping in the Russian tourism market]. Russian Journal of Entrepreneurship. (24). 194-204. (in Russian).
Seyfullaeva M.E. (2012). Evolyutsiya marketingovyh kontseptsiy: ot marketinga 1.0. k marketingu 3.0 [The evolution of marketing concepts: marketing 1.0. to marketing 3.0]. Issues of economic structuring (voprosy strukturizatsii ekonomiki). (2). 7-10. (in Russian).
Shakhovskaya L.S., Akimova O.E., Bazarbaeva T.I. (2016). Problemy stimulirovaniya predprinimatelstva v Rossii i puti ikh preodoleniya [Problems of entrepreneurship in Russia and ways to overcome them]. Journal of Economy and Entrepreneurship. (4). 925-928. (in Russian).
Shakhovskaya L.S., Arakelova I.V. (2017). Marketing loyalnosti kak institutsionalnaya forma marketinga otnosheniy [Marketing loyalty as an institutional form of relationship marketing] In collection: Actual problems and prospects of development of the economy. 75-76. (in Russian).
Skorobogatyh I.I. (2017). Marketing: ot tranzaktsiy k tsennostyam. Evolyutsiya marketinga i evolyutsiya marketingovyh opredeleniy v mire i v Rossii [Marketing: from transaction to values. The evolution of marketing the evolution of marketing definitions in the world and in Russia] In proceedings: Marketing in Russia 2017. The Directory Of The Guild Of Marketers. 178-199. (in Russian).
Sokolova S.A., Belyaev M.K., Varakina S.A. (2017). Osobennosti razvitiya vzaimosvyazey mezhdu krupnymi i malymi predpriyatiyami v sovremennyh usloviyakh [Especially the development of linkages between large and small enterprises in modern conditions]. Vestnik of Samara State University of Economics. (3). 47-52. (in Russian).
Stoun M., Vudkok N., Mechtinger L. (2003). Marketing, orientirovannyy na potrebitelya [Marketing-oriented consumer] (in Russian).
Tretiak O.A. (2013). Otnoshencheskaya paradigma sovremennogo marketinga [Relational paradigm of modern marketing]. Russian Management Journal. (11). 41-62. (in Russian).
Ulitskaya N.Yu. (2015). Tendentsii marketinga na rynke zemli v regionakh Rossii [Marketing trends of the land market in the Russian regions]. Journal of Marketing in Russia and Abroad. (1). 103-113. (in Russian).
Ulitskaya N.Yu., Akimova M.S. (2016). Kontseptsiya i tendentsii zemelnogo biznesa v Rossii [The concept and the trends in land business in Russia] (in Russian).
Ulitskaya N.Yu., Semerkova L.N (2017). Marketing zemel: teoriya, metodologiya, instrumentariy [Marketing land: theory, methodology, tools] (in Russian).
Vakhrina T.A., Sazhina A.I. (2016). Marketing sovmestnogo tvorchestva: teoreticheskie aspekty i osobennosti primeneniya kontseptsii na rynke zhiloy nedvizhimosti [Marketing combines creativity: theoretical aspects and application of the concept in the real estate market]. Marketingovye kommunikatsii. (4). 198-209. (in Russian).
Vanifatova M.M. (2002). Sistemy marketingovoy informatsii: sovremennye mirovye tendentsii razvitiya i osobennosti rossiyskogo rynka [Marketing information system: the modern world development trends and peculiarities of the Russian market]. Journal of Marketing in Russia and Abroad. (1). 31-33. (in Russian).
Vargo S.L., Lusch R.F. (2004). Evolving to a new dominant logic for marketing Journal of Marketing. (68). 1-17.
Vargo S.L., Lush R.F. (2008). Service-dominant logic: continuing the evolution Journal of the Academy of Marketing Science. (36). 1-10.
Williamson I.,Enemark S.,Wallace J.,Rajabifard A. (2010). Land Administration for Sustainable Development
Zeithaml V., Bitner M.J. (2004). Services Marketing: Focus across the Firm
Zharkov A.A. (2014). Marketingovye instrumenty sozdaniya potrebitelskoy tsennosti subektami rynka zhiloy nedvizhimosti [Marketing tools create customer value by subjects of the market of residential real estate]. Naukovedenie. (2). 32. (in Russian).
Arenkov I.A., Naumov V.N., Seredokho V.A., Yuldasheva O.U. (2013). Marketing i upravlenie potrebitelskoy tsennostyu [Marketing and management customer value] (in Russian).
Azoev G., Starostin V. (2012). Personalizirovannyy marketing [Personalized marketing]. Marketing. (5). 38. (in Russian).
Bagiev G.L. (2011). Marketing vzaimodeystviya [Marketing interaction] (in Russian).
Chekulina A.N. (2017). Nekotorye aspekty PR-deyatelnosti na rynke kadastrovyh uslug [Some aspects of PR activity in the market of cadastral services] In the collection: the boundaries of the possible in advertising and PR-creativity. 200-204. (in Russian).
Chigrov A.S. (2015). Razvitie sistemy upravleniya vzaimodeystviem s potrebitelyami v usloviyakh organizatsionnyh izmeneniy (na primere gosudarstvennyh uslug) [Development of a control system of interaction with consumers in terms of organizational changes (for example, public services)] Moscow. (in Russian).
Chistov D.M., Sazonov S.P. (2017). Transaktsionnye izderzhki predpriyatiy, ikh suschnost i sposoby umensheniya [Transaction costs of enterprises, their essence and ways to reduce] In the collection: Economy. Education. Right. Research status and development of modern society. 116-119. (in Russian).
Filippova T.A., Vakhrameev S.A. (2008). Marketingovye issledovaniya na rynke uslug po zemelno-kadastrovym rabotam v Omskoy oblasti [Marketing research on the market for land and cadastral works in the Omsk region] Development of innovative potential of agroindustrial production. 234-238. (in Russian).
Gembl P., Stoun M. (2007). Marketing vzaimootnosheniy s potrebitelyami [Relationship marketing with consumers] (in Russian).
Geraschenko M.M., Semerkova L.N., Sherstobitova T.I. (2014). Innovatsionnye modeli rossiyskogo predprinimatelstva (na primere malogo innovatsionnogo biznesa) [Innovative models of Russian entrepreneurship (by the example of small innovation business)]. Creative economy. (3). 50-57. (in Russian).
Gronroos Ch. (1982). An Applied Service Marketing Theory European Journal of Marketing. (7). 30-41.
Gummesson E. (1995). Relationship marketing: Its role in the service economy Understanding Services Management. 251.
Guschina E.G., Sergeeva O.E., Kozlova E.V. (2014). Marketingovoe obespechenie razvitiya predpriyatiy malogo i srednego biznesa [Marketing support for the development of enterprises of small and medium business] In proc. of the Crisis of the economic system as a factor of instability of modern society. 51-53. (in Russian).
Guschina Yu.I., Starovoytov M.K., Gavrilova O.A. (2017). Prognoz ekonomicheskikh pokazateley predpriyatiya s kartoy Kokhonena [Forecast of economic indicators of the enterprise with kochonen card]. Siberian Journal of Economics and Management. (3). 69-73. (in Russian).
Kapustina L.M. (2008). Marketing partnerskikh otnosheniy v kontekste evolyutsii marketingovyh kontseptsiy [Marketing partnerships in the context of the evolution of marketing concepts] In the collection: Public administration and management in the information economy. 209-213. (in Russian).
Ketko N.V., Akimova O.E. (2016). Issledovanie motivatsionnyh predpochteniy predprinimateley v tselyakh razvitiya rossiyskogo malogo biznesa [Researching the motivational preferences of entrepreneurs for Russian small business development]. Economic analysis: theory and practice. (9). 27-38. (in Russian).
Kiseleva N.A., Porshakova A.N. (2018). Rynok kadastrovyh uslug: regionalnyy aspekt [The market for cadastral services: regional aspect] (in Russian).
Lomakin N.I., Maksimova O.N., Moskovtsev A.F., Kopylov A.V., Pokidova V.V., Ulanova I.A., Gorbunova A.V., Sazonov S.P., Drobotova O.O., Lukyanov G.I. (2017). Neyronnaya set dlya otsenki riska bankrotstva predpriyatiya [Neural network for assessing the risk of bankruptcy] Registration certificate of computer software RUS 2018611016 30.11.2017. (in Russian).
Lovelock Ch.H., Wirtz J. (2004). Services Marketing: People, Technojogy, Strategy
Medovyy A.E. (2016). Rol sfery uslug v razvitii rossiyskogo rynka nedvizhimosti [The role of services in development of the Russian real estate market]. Management of economic systems: scientific electronic journal. (9). 22. (in Russian).
Morozova I.A., Markin S.V. (2015). Evolyutsiya soderzhaniya predprinimatelstva, ego funktsii i roli predprinimatelskogo potentsial v period perekhoda ekonomiki k postindustrialnomu etapu razvitiya [Evolution of the content, entrepreneurship, its functions and role of entrepreneurial potential in the transition of the economy to post-industrial stage of development]. Audit and financial analysis. (4). 358-361. (in Russian).
Nikishina E.S. (2016). Kontseptsiya marketinga vzaimodeystviya «zastroyschik - potrebitel - upravlyayuschaya organizatsiya» dlya razvitiya rynka zhiloy nedvizhimosti v Rossii [The concept of marketing interaction "developer - consumer - management organization" for the development of the residential real estate market in Russia]. New science: From idea to result. (3). 152-155. (in Russian).
Novatorov E.V. (2015). Marketing uslug: teoriya i tekhnologiya [Services marketing: theory and technology] (in Russian).
Oleynik A.N. (2005). Institutsionalnaya ekonomika [Institutional Economics] (in Russian).
Panasenko S.V., Mkrtchyan V.S. (2018). Perspektivy ispolzovaniya neyrotekhnologiy v razlichnyh otraslyakh tsifrovoy ekonomiki [Prospects for neurotechnologies implementation in various sectors of digital economy]. Russian Journal of Entrepreneurship. (11). 3269-3278. (in Russian).
Peskova O.S., Matyuschenko S.I., Ungurayte T.D. (2015). Klasternaya politika kak instrument formirovaniya predprinimatelskoy deyatelnosti [Cluster policy as an instrument of entrepreneurship] (in Russian).
Pesotskaya E.V. (2000). Marketing uslug [Marketing services] (in Russian).
Semerkova L.N., Latynova S.V., Dorkina E.M. (2014). Problemy dempinga na rossiyskom turisticheskom rynke [Problems of dumping in the Russian tourism market]. Russian Journal of Entrepreneurship. (24). 194-204. (in Russian).
Seyfullaeva M.E. (2012). Evolyutsiya marketingovyh kontseptsiy: ot marketinga 1.0. k marketingu 3.0 [The evolution of marketing concepts: marketing 1.0. to marketing 3.0]. Issues of economic structuring (voprosy strukturizatsii ekonomiki). (2). 7-10. (in Russian).
Shakhovskaya L.S., Akimova O.E., Bazarbaeva T.I. (2016). Problemy stimulirovaniya predprinimatelstva v Rossii i puti ikh preodoleniya [Problems of entrepreneurship in Russia and ways to overcome them]. Journal of Economy and Entrepreneurship. (4). 925-928. (in Russian).
Shakhovskaya L.S., Arakelova I.V. (2017). Marketing loyalnosti kak institutsionalnaya forma marketinga otnosheniy [Marketing loyalty as an institutional form of relationship marketing] In collection: Actual problems and prospects of development of the economy. 75-76. (in Russian).
Skorobogatyh I.I. (2017). Marketing: ot tranzaktsiy k tsennostyam. Evolyutsiya marketinga i evolyutsiya marketingovyh opredeleniy v mire i v Rossii [Marketing: from transaction to values. The evolution of marketing the evolution of marketing definitions in the world and in Russia] In proceedings: Marketing in Russia 2017. The Directory Of The Guild Of Marketers. 178-199. (in Russian).
Sokolova S.A., Belyaev M.K., Varakina S.A. (2017). Osobennosti razvitiya vzaimosvyazey mezhdu krupnymi i malymi predpriyatiyami v sovremennyh usloviyakh [Especially the development of linkages between large and small enterprises in modern conditions]. Vestnik of Samara State University of Economics. (3). 47-52. (in Russian).
Stoun M., Vudkok N., Mechtinger L. (2003). Marketing, orientirovannyy na potrebitelya [Marketing-oriented consumer] (in Russian).
Tretiak O.A. (2013). Otnoshencheskaya paradigma sovremennogo marketinga [Relational paradigm of modern marketing]. Russian Management Journal. (11). 41-62. (in Russian).
Ulitskaya N.Yu. (2015). Tendentsii marketinga na rynke zemli v regionakh Rossii [Marketing trends of the land market in the Russian regions]. Journal of Marketing in Russia and Abroad. (1). 103-113. (in Russian).
Ulitskaya N.Yu., Akimova M.S. (2016). Kontseptsiya i tendentsii zemelnogo biznesa v Rossii [The concept and the trends in land business in Russia] (in Russian).
Ulitskaya N.Yu., Semerkova L.N (2017). Marketing zemel: teoriya, metodologiya, instrumentariy [Marketing land: theory, methodology, tools] (in Russian).
Vakhrina T.A., Sazhina A.I. (2016). Marketing sovmestnogo tvorchestva: teoreticheskie aspekty i osobennosti primeneniya kontseptsii na rynke zhiloy nedvizhimosti [Marketing combines creativity: theoretical aspects and application of the concept in the real estate market]. Marketingovye kommunikatsii. (4). 198-209. (in Russian).
Vanifatova M.M. (2002). Sistemy marketingovoy informatsii: sovremennye mirovye tendentsii razvitiya i osobennosti rossiyskogo rynka [Marketing information system: the modern world development trends and peculiarities of the Russian market]. Journal of Marketing in Russia and Abroad. (1). 31-33. (in Russian).
Vargo S.L., Lusch R.F. (2004). Evolving to a new dominant logic for marketing Journal of Marketing. (68). 1-17.
Vargo S.L., Lush R.F. (2008). Service-dominant logic: continuing the evolution Journal of the Academy of Marketing Science. (36). 1-10.
Williamson I.,Enemark S.,Wallace J.,Rajabifard A. (2010). Land Administration for Sustainable Development
Zeithaml V., Bitner M.J. (2004). Services Marketing: Focus across the Firm
Zharkov A.A. (2014). Marketingovye instrumenty sozdaniya potrebitelskoy tsennosti subektami rynka zhiloy nedvizhimosti [Marketing tools create customer value by subjects of the market of residential real estate]. Naukovedenie. (2). 32. (in Russian).
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