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Download Article Advances in Economics, Business and Management Research, Volume 157 Proceedings of the 8th International Conference on Contemporary Problems in the Development of Economic, Financial and Credit Systems (DEFCS 2020) Theoretical and Methodological Approaches and Stages of Formation Concept Geomarketing Boris Tkhorikov Olga Gerasimenko Department of Management and Marketing Department of Management and Marketing Belgorod State National Research University Belgorod State National Research University Belgorod, Russia Belgorod, Russia [email protected] [email protected] Aiman Kazybayeva Lyaila Zhakypbek “Marketing” Educational Program Higher School of Management (HSM) Almaty Management University Almaty Management University Almaty, Kazakhstan Almaty, Kazakhstan [email protected] [email protected] Abstract—The paper describes the development stages of production process, and in the future serves need gratification classical marketing (market demand exceeds supply, improving of the client / company. The evolution of marketing theory the production process; formation of the concept of marketing takes into account the following socio-economic processes: and approaches to marketing activities, understanding marketing as an integral system, maintaining the concepts of • internationalization and globalization of the market; "consumer marketing", "managerial marketing", "organization image"; system analysis of strategic marketing as • the appearance of new requirements, change in the a general management theory; developing branding and pace and quality of life; marketing culture; the use of modeling consumer behavior, • development of extensive informatization and means market segmentation based on a marketing tool - geomarketing of communication; as a combination of the use of marketing, geographic and information technologies) in the framework of the modern • development of modern educational technologies. period – a geomarketing tool as a combination of the triad “geographical - geoinformation - marketing” research. Foreign We will give a few explanations of the formation of the and domestic author's scientific positions, views in the field of geomarketing tool in the development of the evolutionary geomarketing are systematized, which prevailing a geographical theory of marketing. The following stages of classical representation as visual, detailed maps with the results of marketing are distinguished: marketing research. The areas of applied adaptation application of geographical results in analytical practice and managerial • 1860-1950 XX century – market demand exceeds business decisions are generalized. The stages and geographical supply, improvement of the production process; reach of geomarketing are analyzed from the position of the ubiquitous concentration of production; the marketing evolution theory of the classical marketing (Arising, formation, function was used as a specific management problem; popularization, spread), the author’s process of transforming • 1950-1980 XX century – the formation of the the main characteristics of geomarketing is proposed, the marketing concept and marketing activity approaches: dominant approaches are identified (managerial – information gathering; project and analytical – management and planning functional, product, institutional; understanding of trading network; geoinformational – optimal location search marketing as an integrated system, introduction the using the tools of geoinformation systems). concepts of "consumer marketing", "managerial marketing", "image of the organization"; the functional Keywords—geomarketing, geoinformation technologies, role of market segmentation based on a consumer marketing research, classic marketing, marketing maps, location, behavior model; evolution • beginning of the XXI century – a systematic analysis I. INTRODUCTION of strategic marketing as a general theory of management; development of branding and marketing The origin of traditional marketing is related with the culture; the use of consumer behavior modeling; works of scientists of the classical and neoclassical economics theory of A. Smith, A. Marshall. The core of this theory is the • 2020s XXI century – the modern stage: market understanding of value as a material category build up in the segmentation based on the marketing tool – Copyright © 2020 The Authors. Published by Atlantis Press SARL. This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 261 Advances in Economics, Business and Management Research, Volume 157 geomarketing as a combination of the use of fact is documentarily approved in a special issue of the journal marketing, geographical and information technologies. «Economic Geography» (1961). In 1952, the fundamental publication «American Geography: Current State and II. METHODOLOGY Prospects» was published, printed in the Russian translation A new scientific direction – geomarketing has in 1954 [8]. In the scientific work generalizes the attempt to methodologically formed in foreign and domestic scientific systematize geographical work to show the main areas of knowledge, the purpose is a detailed examination of the applied application of geographical results in analytical territorial features of market formation, consolidating both practice and managerial decisions. Geomarketing (marketing marketing and geography tools. Initially it referred as a term geography, according to geographers) was noted among the of “market geography”, “geography of sales markets”, in priority areas, as well as its outline positions were formulated. European scientific terminology – “geomarketing” [3]. III. RESULTS AND DISCUSSION The genesis of geomarketing represented in the 1930s XX Geomarketing was earmarked as a scientific field, century in the United States in the context of the scientific primarily engaged in establishing the geographical boundaries works of Applebaum W. The role of the location factor in the of markets and determining their capacity, as well as those study of the development of remote nodal points from the distribution channels through which goods move from center under conditions of the retail trade sector of the producer to consumer. economy was proved by the author in 1931 (studies were conducted in Cincinnati). Subsequently the author’s ideas The main conceptual and essential researches in the were practically applied in choice substantiating of geomarketing field are shown in table 1 [9]. alternatives the most profitable placement of «The Kroger Co» supermarkets, thereby confirming the author’s theoretical TABLE I. AUTHOR'S COPYRIGHT CHARACTERISTICS IN THE FIELD OF hypothesis. GEOMARKETING Authors/professional Geographical Key Points in the field Commercial companies in this period most frequently affiliation boundary of geomarketing used the capabilities of the consulting business and the Applebaum W., Harris USA Placement analysis of scientific community to research and monitor business C. (geographer) actual and potential opportunities in expanding product sales markets [4]. In the companies United States, as well as in selected European countries, a Flippono M. France • typology of group of specialists in the field of geography has been created, (geographer) territories (commercial enterprises) specializing in the use and generalization of marketing issues. • improvement Demand for a complex of marketing and geographical skills distribution networks is growing in this period. Grimmean I.-P., Belgium Roelandts M. Applebaum W. identified the following problem set of (geographer) geomarketing tasks [6]: Afonso P., Gomes М., Portugal Author's methodology Abrantes М.( marketers) of marketing • synthesis of empirical data on sales markets and sales cartography operations; Berezovich I. (marketer) Russia Formation of assortment policy and • assessment of markets, allocation of service and trade investigation of zones; regional markets. Golubkova E.P., Orlova Russia Marketing • selection of distribution channels and locations for G.M. (marketers) communications and wholesale, retail trade and enterprises for service to the their role in regional public; markets Pankrukhina A.P. Russia Territorial Marketing • mapping of the results and marketing cartography. (marketer) Research Balabanova G.V. Russia Territorial Generalizing the scientific views of James P. and Martin (marketer) segmentation of the J. in the field of geomarketing research (the 1950s), the main food market ideas and states were point out: Golikova A.P., Russia Spatial analysis of the Chernomaz P.A. world market sales • geographical research has grown significantly, as a (marketer) market rule, to analyze the activities of a commercial business [7]; Simultaneously with the geographical research, within the • geographical studies of possible alternatives are American school of regional economics, a similar kind of dominated to expand the potential opportunities of scientific pilot research was initiated, which aimed at: additional markets of wide assortment line goods. 1. Research and monitoring of the territorial markets of In the 1950s in the opinion of James P. and Martin J., individual enterprises/groups of companies from the position geographic research to analyze the activities of commercial of marketing conditions of the products sale; business prevailed. During this period the role of geographical 2. Identification of perspective trends in products studies of potential alternatives to create additional markets of demand.
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