Kaimo vietovių rinkodaros komplekso formavimo principai
The principles of rural territorial marketing mix formation

Summary/Abstract: The competitive struggle in the market involves not only businesses, public organizations and non-profit organizations, but there are increasingly starting to compete and places. Many scientists (Meer (1992), Kotler, Jatusripitak, Maesincee (1997), Braun (2000), Colombo (2003), Rainisto (2003) and Dinis (2004), Piliutytė (2005), and Bagdonienė Lector (2006)) agree that the traditional marketing principles of business organizations, may be used to promote local development. Rural territorial marketing – it is the coordinating action of local actors to promote rural resources, create positive view of the rural territory, to retain and attract target-markets and to strengthen its competitive position of the area. Territorial marketing enable actively strengthen competitive position within the various levels, helps local actors to answer the question of how the place can become more attractive for residents, investors and tourists. There are many organizations that are involved in local marketing, not even knowing it. Rural area development actors are local communities and other non-government organizations, municipalities, associations and businesses, researchers and representatives of educational institutions, namely all those who are active and are interested in local development, better living and working conditions, and are using the results of this development. However, the area of marketing success depends on the capacity of local actors and their coordinated action. The main stakeholders, responsible for marketing mix formation, are: local authorities, local action groups, organizations of local communities, associations of local business and tourism information centre. It is important that these organizations work in partnership, combining the initiatives from the “bottom up” and from “top to bottom”. Rural development actors must be guided by these principles: marketing mix characteristics should be the formed according to local life-cycle stage; glocalization – the priority to target group of specific area, but the actions and measures aimed at overcoming globalization; conservation – marketing measure focused on those aspects of rural development, which preserve the quality of rural landscape, traditions and culture; and innovation – the ability to actualize neglected or overlooked resources of territories. The leaders of rural territorial marketing attract target-markets to area using elements of marketing-mix. The rural territorial marketing-mix includes product, promotion, place, price, participants and partnership. In the analysis of strategies of Jurbarkas, Pasvalys and Mazeikiai districts, were identified the elements of marketingmix, and there was found, that mostly, there are using the product and promotion strategies, but the price strategy are not applicable. There were indentified, that the main target group in Mazeikiai are residents, in Pasvalys – entrepreneurs, in Jurbarkas – tourists.

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