MARKETING INSTRUMENTARIUM IN THE PROCESS OF ACCEPTING PROJECTS FOR DEVELOPMENTAL ACCELERATION IN BACK-WARDED REGIONS
Stefko R., Litavcova E., Butoracova Sindleryova I. *
The aim of the study is to present and describe a possible interaction between currently en vogue economic spheres - project management and marketing. On the basis of the research carried out, the authors identify key elements of marketing instrumentary which might be applied by project planning and implementation within a developing region of the Slovak republic. The method was analysed in practice for a chosen type of a project related to life-long learning education which was implemented in the Presov self-governing region. The article is one of the outcomes of the research project Research on determinants and activating elements accelerating regional development and proposal for an informed model aimed at increasing competitiveness of the region with the support of a specific marketing instrumentary registered at the Grant Agency of the Slovak Republic, filed under 1/4638/07 and at the Centre of excellence CEVKOG.
Key words: Marketing mix; project management; region.
The new challenges and changes in the nature and character of business with regard to rapid scientific-technical advancements, implementation of the newest information and communication technologies within the structural environment, as well as with regard to permanent innovation, development and meeting increased competition are obvious. At the same time, the accession of central Europe into the European Union and the consequent complex integration to a unified economical environment has brought many desirable, necessary and also willing changes within the confines of the parameters of the economic environment. Also in Slovakia, attention is being paid to projects, possibilities to utilize financial help within regional EU policies with the intention of supporting significant changes mainly in the way of financing and supporting business projects as well as innovations in regions. A significant number of those involved in the economic sector focus on project management. Projects alone are not enough. It is marketing project presentation (as a marketing product) and creation of concepts specific to effective marketing tools for the acceptance of projects in the target market which are the subject of research presented in the academic study.
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On the basis of an analytical comparative view of the marketing mix, the conclusion has been drawn that it is possible to, by its innovation, create a more efficient model of marketing instrumentary exclusively applicable to the area of preparation, implementation and realisation as well as acceptance of projects in stagnant regions aimed at supporting its enforcement and the acceptance of its outcomes by the target market. The proposed model of marketing instrumentary of 8P brings an innovative theoretical element to the science of marketing by means of interconnecting professional theory of hitherto unstudied areas of marketing and project management from the viewpoint of their mutual relationship and potential internal links. The application of the proposed model of marketing instrumentary to project management as early as the preparation phase of the project realisation - in the course of its planning, the project coordinator is able to evoke interest in the project by the target market by means of perception of the identified marketing factors of the actual project. By means of verification of the internal consistency of these factors as well as a constant structure, the research has proved the suitability of applying the proposed specific efficient marketing model also in the stage of project finalisation with the goal to successfully implement its outcomes in practice. The importance of the implementation of the proposed model of marketing instrumentary in project management fully reflects the needs of the contemporary society based on innovations as well as reducing regional dispariry. The main methodological concept of the contribution of the realised research begs the question whether it is possible to, within marketing theory, distinguish between universally generalised factors of marketing instrumentary which have a transsituational effect (they are based on the classic model of 4P) and whether specific marketing factors can also be considered which, together with the generalised "Ps", can guarantee and support a more efficient realisation of marketing and implementation of marketing strategies in the chosen area of managerial practice.
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INSTRUMENTARIUM MARKETINGU W PROCESIE PRZYJECIA PROJEKTU DLA PRZYSPIESZENIA ROZWOJU REGIONOW
Celem pracy jest przedstawienie i opisanie mozliwych interakcji pomiedzy biezacymi sferami ekonomicznymi - zarzadzanie projektem i marketing. Na podstawie przeprowadzonych badan autorzy zidentyfikowali kluczowe elementy instrumentarium marketingu, ktore moga byc stosowane przy planowaniu i realizacji projektow w rozwijajacym sie regionie Republiki Slowackiej. Metoda zostala przeanalizowana w praktyce dla wybranego typu projektu zwiazanego z ksztalceniem ustawicznym, ktore zostalo wdrozone w regionie samorzadowym Presov. Artykul jest jednym z rezultatow projektu badawczego Badan czynnikow i elementow aktywacji przyspieszenia rozwoju regionalnego oraz propozycji dotyczacej swiadomego modelowania w celu zwiekszenia konkurencyjnosci regionu przy pomocy specjalnego instrumentarium marketingu, zarejestrowana w Grant Agencja Republiki Slowackiej, zlozony w ramach 1/4638/07 oraz w Centrum doskonalenia CEVKOG.