This article is devoted to the essence of marketing of the country and its need for
modern conditions.
When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/2984

Mohylna, Nataliia Oleksiivna

Omelianenko, Vitalii Anatoliiovych

Могильна, Наталія Олексіївна

Могильная, Наталия Алексеевна

Омельяненко, Виталий Анатольевич

Омельяненко, Віталій Анатолійович

Electronic Sumy State University Institutional Repository

УДК 174.022.1:339.944  Mogilnaya N.A., Omelyanenko V.A. ESSENCE AND NECESSITY OF MARKETING OF THE COUNTRY Sumy State University  Данная работа посвящена сущности маркетинга станы и его необходимости в современных условиях. This article is devoted to the essence of marketing of the country and its need for modern conditions. Key words: image, brand, marketing, state.  In an era of globalization, which eliminates the national and cultural boundaries between nations and global corporations, which symbolizes the triumphant progress of global brands need to create your own unique image as great as ever. States also offered to foreign companies and foreign national’s product, named itself as a tourist destination, a place to do business, investing, a provider of quality goods, etc. To attract money, the country must have the original, recognizable, and, most importantly, a positive image – (the image), i.e. to concentrate on the marketing of the country.  The result of the PR is the constant presence of a large number of scientific papers on this topic. In our view, we should provide the most interesting work, which is the emerging concept of the image of the state. Among American scholars who contributed a lot in the work are:  N. Snow, S. Johnson, H. Dale, M. Kunczіk, Russian - A. Pankrukhin, O. Shumilina, A. Salauyova. Began to appear first in this region and in Ukraine: E. Tikhomirov "PR in a globalized world" and "PR as an instrument of democratic global governance: the national dimension," Shevchenko "PR - Technology in International Relations (European experience and perspectives of Ukraine)" etc. All of them emphasize that the main purpose of marketing of any state of the world in the international arena is a positive image of what in Ukraine; unfortunately, there is no [1].  Marketing of the country does not connected with the change of its borders and is a non-profit, although important indirect economic benefits of such marketing can make quite a lot: the effects of the implementation of geophysical, financial, technical, technological and human resources (use of outside resources and internal gravity external), growth and intensification of foreign economic activity, the results of participation in international projects and others [4].  A nation brand offers no tangible product or service; instead, it represents and encompasses a wide variety of factors and associations: place-geography, natural resources, tourist attractions, people – race, ethnic groups; history; culture; language; political and economic systems; social institutions; infrastructure; famous people (the face); picture or image etc.  Simon Anholt argues, that under modern conditions a major focus of marketing the country is branding - the systematic process of harmonizing the actions, behavior, investment, innovation and communication of the country to implement the strategy of competitive identity (as a modest collaboration Cabinet Committee on Tourism and agencies to attract investments, and decades to implement a coordinated and planned strategies domestically and internationally in the field of culture, sports, education, politics, tourism, international trade [3]. On the basis of the evidence we collected, we argue that:   different combinations of promotional techniques are useful at different phases of a promotion program;    the type of organization responsible for promotion makes a difference in effectiveness;  there are various useful ways to evaluate a promotion program;  investment promotion appears to have a statistically significant influence on foreign investment flows; and, particularly important,  investment promotion programs have proved effective in attracting only certain kinds of investors. Organizations seeking to develop competitive strategies for marketing activities can, to some extent, manipulate three variables in their overall marketing programs: product, or, if the marketer is a country, the intrinsic advantages and disadvantages of the investment site; price, or the cost to the investor of locating and operating within the investment site. For governments, this usually means tax incentives, grants, tariff protection, and similar price mechanisms; and promotion, or activities that disseminate information about, or attempt to create an image of the investment site and provide investment services for prospective investor. Promotion is, in fact, a part of the wider context of relations between host governments and foreign investors. The host governments' side of relations with foreign direct investors consists of a number of steps: 1. attracting foreign investment through a marketing mix of product, promotional, and pricing strategies; 2. screening foreign investment proposals to identify those that are desirable and deserve support; 3. monitoring foreign investment to ensure that the investment conforms to expectations;  4. intervening in foreign investment if the operations can be made more favorable[5]. The effectiveness of marketing the country is determined with the help of top brand and reputation, which include Anholt Natіon Brands, FutureBrand Country Brand Іndex, The World's Most Respected Countrіes, etc.  According to the Anholt Natіon Brands index (NBІ) 2008-2009, which measures the perception of so if they are public companies or brands, ranking top ten countries with the best perception of the world shows a significant correlation between the brand of the country and its economic status. NBІ is based on the responses of 20,000 respondents in 20 countries, who are asked to indicate their level of agreement with the expressions that characterize the 50 countries in six categories: exports, governance, culture, people, tourism and investment.  In 2008, Germany was the leader of this ranking. Not a surprise that France, Britain, Canada, Japan and Italy also entered the top ten, while the U.S. (in the seventh place in the top ten) have been the undisputed leader for knowledge about the country (over 91% of respondents while demonstrating a level of knowledge about America). In 2009, the United States was accordingly rated - country's number one brand, which coincided with improvement in the U.S. reputation in the world in connection with the election of President Obama.  According to the rating "Doіng Busіness, Ukraine dropped to the 145-th step in 2009, and in report on the competitiveness of Ukraine has lost 10 points compared with 2008 year, down from 72- to 82-th place with 134 because of the following factors: institutional instability, lack of access to finance, corruption, tax regulations and political instability (the possibility of coups) [2]. The main argument of marketing in Ukraine should become an active government policies aimed at addressing these factors while maintaining the openness of the economy.  Literature:  1. Качинська Н.О. Імідж держави: теоретичний аспект // Збірник наукових праць Гілея. – 2009. - №19. - C.19-23.  2. Матеріали інтернет-конференції Наталії Попович Вплив іміджу України на розвиток бізнесу [Електронний ресурс] - Режим доступу: http://www.innovations.com.ua/uk/conference/8/45/1253. 3. Мирошниченко, В. Бренд страны как двигатель экономического развития [Текст] / В. Мирошниченко // Комп&ньоН. - 2006. - №24 (488). – C. 52-55. 4. Панкрухин А.П. Маркетинг территорий: Учеб. пособие. - М.: Изд-во РАГС, 2002. - 328 с. 5. Wells, Louis T. Marketing a country: promotion as a tool for attracting foreign investment / Louis T. Wells, Jr., Alvin G. Wint. - [Rev. ed.] p. cm. - (FIAS occasional paper; 13).  

Essence and necessity of marketing of the country

SocioEconomic Challenges Journal (Sumy State University)

УДК 174.022.1:339.944 
 
Mogilnaya N.A., Omelyanenko V.A. 
ESSENCE AND NECESSITY OF MARKETING OF THE COUNTRY 
Sumy State University 
 
Данная работа посвящена сущности маркетинга станы и его 
необходимости в современных условиях. 
This article is devoted to the essence of marketing of the country and its need for 
modern conditions. 
Key words: image, brand, marketing, state. 
 
In an era of globalization, which eliminates the national and cultural boundaries 
between nations and global corporations, which symbolizes the triumphant progress 
of global brands need to create your own unique image as great as ever. 
States also offered to foreign companies and foreign national’s product, named 
itself as a tourist destination, a place to do business, investing, a provider of quality 
goods, etc. To attract money, the country must have the original, recognizable, and, 
most importantly, a positive image – (the image), i.e. to concentrate on the marketing 
of the country.  
The result of the PR is the constant presence of a large number of scientific 
papers on this topic. In our view, we should provide the most interesting work, which 
is the emerging concept of the image of the state. Among American scholars who 
contributed a lot in the work are:  N. Snow, S. Johnson, H. Dale, M. Kunczіk, 
Russian - A. Pankrukhin, O. Shumilina, A. Salauyova. Began to appear first in this 
region and in Ukraine: E. Tikhomirov "PR in a globalized world" and "PR as an 
instrument of democratic global governance: the national dimension," Shevchenko 
"PR - Technology in International Relations (European experience and perspectives 
of Ukraine)" etc. All of them emphasize that the main purpose of marketing of any 
state of the world in the international arena is a positive image of what in Ukraine; 
unfortunately, there is no [1].  
Marketing of the country does not connected with the change of its borders and 
is a non-profit, although important indirect economic benefits of such marketing can 
make quite a lot: the effects of the implementation of geophysical, financial, 
technical, technological and human resources (use of outside resources and internal 
gravity external), growth and intensification of foreign economic activity, the results 
of participation in international projects and others [4].  
A nation brand offers no tangible product or service; instead, it represents and 
encompasses a wide variety of factors and associations: place-geography, natural 
resources, tourist attractions, people – race, ethnic groups; history; culture; language; 
political and economic systems; social institutions; infrastructure; famous people (the 
face); picture or image etc.  
Simon Anholt argues, that under modern conditions a major focus of marketing 
the country is branding - the systematic process of harmonizing the actions, behavior, 
investment, innovation and communication of the country to implement the strategy 
of competitive identity (as a modest collaboration Cabinet Committee on Tourism 
and agencies to attract investments, and decades to implement a coordinated and 
planned strategies domestically and internationally in the field of culture, sports, 
education, politics, tourism, international trade [3]. 
On the basis of the evidence we collected, we argue that:  
 different combinations of promotional techniques are useful at different phases 
of a promotion program;   
 the type of organization responsible for promotion makes a difference in 
effectiveness; 
 there are various useful ways to evaluate a promotion program; 
 investment promotion appears to have a statistically significant influence on 
foreign investment flows; and, particularly important, 
 investment promotion programs have proved effective in attracting only certain 
kinds of investors. 
Organizations seeking to develop competitive strategies for marketing activities 
can, to some extent, manipulate three variables in their overall marketing programs: 
product, or, if the marketer is a country, the intrinsic advantages and disadvantages of 
the investment site; price, or the cost to the investor of locating and operating within 
the investment site. For governments, this usually means tax incentives, grants, tariff 
protection, and similar price mechanisms; and promotion, or activities that 
disseminate information about, or attempt to create an image of the investment site 
and provide investment services for prospective investor. 
Promotion is, in fact, a part of the wider context of relations between host 
governments and foreign investors. The host governments' side of relations with 
foreign direct investors consists of a number of steps: 
1. attracting foreign investment through a marketing mix of product, promotional, 
and pricing strategies; 
2. screening foreign investment proposals to identify those that are desirable and 
deserve support; 
3. monitoring foreign investment to ensure that the investment conforms to 
expectations;  
4. intervening in foreign investment if the operations can be made more 
favorable[5]. 
The effectiveness of marketing the country is determined with the help of top 
brand and reputation, which include Anholt Natіon Brands, FutureBrand Country 
Brand Іndex, The World's Most Respected Countrіes, etc.  
According to the Anholt Natіon Brands index (NBІ) 2008-2009, which 
measures the perception of so if they are public companies or brands, ranking top ten 
countries with the best perception of the world shows a significant correlation 
between the brand of the country and its economic status. NBІ is based on the 
responses of 20,000 respondents in 20 countries, who are asked to indicate their level 
of agreement with the expressions that characterize the 50 countries in six categories: 
exports, governance, culture, people, tourism and investment.  
In 2008, Germany was the leader of this ranking. Not a surprise that France, 
Britain, Canada, Japan and Italy also entered the top ten, while the U.S. (in the 
seventh place in the top ten) have been the undisputed leader for knowledge about the 
country (over 91% of respondents while demonstrating a level of knowledge about 
America). In 2009, the United States was accordingly rated - country's number one 
brand, which coincided with improvement in the U.S. reputation in the world in 
connection with the election of President Obama.  
According to the rating "Doіng Busіness, Ukraine dropped to the 145-th step in 
2009, and in report on the competitiveness of Ukraine has lost 10 points compared 
with 2008 year, down from 72- to 82-th place with 134 because of the following 
factors: institutional instability, lack of access to finance, corruption, tax regulations 
and political instability (the possibility of coups) [2]. The main argument of 
marketing in Ukraine should become an active government policies aimed at 
addressing these factors while maintaining the openness of the economy. 
 
Literature:  
1. Качинська Н.О. Імідж держави: теоретичний аспект // Збірник наукових 
праць Гілея. – 2009. - №19. - C.19-23.  
2. Матеріали інтернет-конференції Наталії Попович Вплив іміджу України на 
розвиток бізнесу [Електронний ресурс] - Режим доступу: 
http://www.innovations.com.ua/uk/conference/8/45/1253. 
3. Мирошниченко, В. Бренд страны как двигатель экономического развития 
[Текст] / В. Мирошниченко // Комп&ньоН. - 2006. - №24 (488). – C. 52-55. 
4. Панкрухин А.П. Маркетинг территорий: Учеб. пособие. - М.: Изд-во РАГС, 
2002. - 328 с. 
5. Wells, Louis T. Marketing a country: promotion as a tool for attracting foreign 
investment / Louis T. Wells, Jr., Alvin G. Wint. - [Rev. ed.] p. cm. - (FIAS 
occasional paper; 13). 
 


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Essence and necessity of marketing of the country

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