Marketing Mix of Azerbaijan UNESCO monuments
The purpose of this article is to analyze the marketing mix (4P) of Azerbaijan UNESCO monuments and identify the need in order to get clear vision for future strategy. The article focuses on marketing mix of Azerbaijan’s three monuments which included to the cultural heritage of UNESCO, (Gobustan Re...
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Інститут економіки промисловості НАН України
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irk-123456789-1501582019-04-02T01:24:54Z Marketing Mix of Azerbaijan UNESCO monuments Hajiyeva, E. Marketing The purpose of this article is to analyze the marketing mix (4P) of Azerbaijan UNESCO monuments and identify the need in order to get clear vision for future strategy. The article focuses on marketing mix of Azerbaijan’s three monuments which included to the cultural heritage of UNESCO, (Gobustan Reserve, Maiden Tower, Shirvahshah Palace) in order to know the details of 4P. Every company needs to clarify the customer needs and demands. The paper will describe the positive influence and the role of Marketing Mix on promoting the Azerbaijan UNESCO monuments to the world. The positive impact of Azerbaijan Government and Heritage marketing on promoting UNESCO monuments is an undeniable fact. The article has many innovative ideas that have never applied before. Метою даної статті є аналіз маркетингової структури (4P) пам'ятників ЮНЕСКО в Азербайджані і визначення необхідності отримання більш чіткого бачення майбутньої стратегії. Стаття присвячена маркетинговому поєднанню трьох пам'ятників Азербайджану, які включені до культурної спадщини ЮНЕСКО (Гобустанський заповідник, Дівоча вежа, Палац Шірваншахів), щоб дізнатися подробиці 4P. Кожна компанія повинна уточнити потреби і вимоги клієнтів. У статті показано позитивний вплив ролі Marketing Mix в просуванні азербайджанських пам'ятників ЮНЕСКО в світі. Позитивний вплив уряду Азербайджану та маркетингу спадщини на просування пам'яток ЮНЕСКО є незаперечним фактом. У статті є багато інноваційних ідей, які ніколи не застосовувалися раніше. Целью данной статьи является анализ маркетинговой структуры (4P) памятников ЮНЕСКО в Азербайджане и определение необходимости получения более четкого видения будущей стратегии. Статья посвящена маркетинговому сочетанию трех памятников Азербайджана, которые включены в культурное наследие ЮНЕСКО (Гобустанский заповедник, Девичья башня, Дворец Ширваншахов), чтобы узнать подробности 4P. Каждая компания должна уточнить потребности и требования клиентов. В статье показано положительное влияниие роли Marketing Mix в продвижении азербайджанских памятников ЮНЕСКО в мире. Позитивное влияние правительства Азербайджана и маркетинга наследия на продвижение памятников ЮНЕСКО является неоспоримым фактом. В статье есть много инновационных идей, которые никогда не применялись раньше. 2018 Article Marketing Mix of Azerbaijan UNESCO monuments / E. Hajiyeva // Економічний вісник Донбасу. — 2018. — № 4 (54). — С. 106-109. — Бібліогр.: 6 назв. — англ. 1817-3772 http://dspace.nbuv.gov.ua/handle/123456789/150158 338.138:719+338.48(479.24) en Економічний вісник Донбасу Інститут економіки промисловості НАН України |
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Marketing Marketing |
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Marketing Marketing Hajiyeva, E. Marketing Mix of Azerbaijan UNESCO monuments Економічний вісник Донбасу |
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The purpose of this article is to analyze the marketing mix (4P) of Azerbaijan UNESCO monuments and identify the need in order to get clear vision for future strategy. The article focuses on marketing mix of Azerbaijan’s three monuments which included to the cultural heritage of UNESCO, (Gobustan Reserve, Maiden Tower, Shirvahshah Palace) in order to know the details of 4P. Every company needs to clarify the customer needs and demands. The paper will describe the positive influence and the role of Marketing Mix on promoting the Azerbaijan UNESCO monuments to the world. The positive impact of Azerbaijan Government and Heritage marketing on promoting UNESCO monuments is an undeniable fact. The article has many innovative ideas that have never applied before. |
| format |
Article |
| author |
Hajiyeva, E. |
| author_facet |
Hajiyeva, E. |
| author_sort |
Hajiyeva, E. |
| title |
Marketing Mix of Azerbaijan UNESCO monuments |
| title_short |
Marketing Mix of Azerbaijan UNESCO monuments |
| title_full |
Marketing Mix of Azerbaijan UNESCO monuments |
| title_fullStr |
Marketing Mix of Azerbaijan UNESCO monuments |
| title_full_unstemmed |
Marketing Mix of Azerbaijan UNESCO monuments |
| title_sort |
marketing mix of azerbaijan unesco monuments |
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Інститут економіки промисловості НАН України |
| publishDate |
2018 |
| topic_facet |
Marketing |
| url |
http://dspace.nbuv.gov.ua/handle/123456789/150158 |
| citation_txt |
Marketing Mix of Azerbaijan UNESCO monuments / E. Hajiyeva // Економічний вісник Донбасу. — 2018. — № 4 (54). — С. 106-109. — Бібліогр.: 6 назв. — англ. |
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Економічний вісник Донбасу |
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1837486860811632640 |
| fulltext |
E. Hajiyeva
106
Економічний вісник Донбасу № 4(54), 2018
UDC 338.138:719+338.48(479.24)
E. Hajiyeva,
Lecturer, Chair of Marketing,
Azerbaijan Tourism and Management University,
ORCID 0000-0003-1478-1189
MARKETING MIX OF AZERBAIJAN UNESCO MONUMENTS
Introduction. Marketing is a combination of needs
and demand. Managing marketing mix properly is a cru-
cial task for the marketing professionals. It defines as
4P; the product, price, promotion and place. Marketing
mix in the reality is a set of tools by which companies
reach their targets. Marketing mix is a great way to
achieve the target market, increase revenue, put the cus-
tomers first and identify the need. Because of service in-
dustry, 4P extended to 7P due to intensive collaboration
between organizations and customers (Webster, 2002).
Marketing mix concept become popular by Neil Bordon
in 1964. Later on McCarthy clustered marketing mix
into four level and called it 4P’s of marketing.
This chapter explains how the marketing managers
keep their work under control with the help of 4P and
make clear the goal of companies. Furthermore, it is
helpful to identify the segmentation, which companies
plan to target. The main goal is creating the right pro-
duct, selling the product in the right place, setting the
right price to the product, creating awareness through
the right channels and reaching the right customers
(Kotler & Armstrong, 2015).
UNESCO’s statement on the World Decade of
Culture was aimed at drawing international attention to
the role of culture in national life, especially in the de-
veloping world. This ambitious project was specifically
aimed at moving from the existing narrow concept of
economic development to a broader one when an indi-
vidual becomes the goal and instrument of development.
The decade was devoted to four main tasks: to place cul-
ture at the center of development; maintain and reinforce
cultural identities; increase participation in cultural life;
support international cultural development (UNESCO,
2018).
In the case of, UNESCO monuments, the product
as a component of marketing mix represents the monu-
ments that are mainly focuses on service industry. In this
case, product or service are the monuments, Maiden
Tower (twelve century), Gobustan Rock Art Cultural
Landscape, and The Walled City of Baku with Shir-
vanshah’s Palace, which are included to the heritage of
UNESCO. Everything begins with the product and ser-
vice; it considers the beginning of all process. The pro-
duct is broad that includes not only products but also
services, people, place, business, ideas and so on.
Source: Product concept. Strazdas 2011.
The companies need the efficient marketing plan to
stay relevant in aggressive market and to create diffe-
rentiation among competitors. The second “P” is a price,
which let the marketing professionals set the prices ac-
cording to their product and service. It is mainly related
with customer; because the price is the cost, that cus-
tomer pays for a particular product or service. In the case
of UNESCO monuments the price should control by the
government considering the general income of people,
the price of competitors (other monuments). Goeldner
(2000) stated that the price should satisfy customers and
meet profit objectives. Generally, monuments are free
Product
Idea
Service
Information
People
Business
Property
rights
E. Hajiyeva
107
Економічний вісник Донбасу № 4(54), 2018
of charge. The price may varies depending on monu-
ments.
Place as a component of marketing mix inform cus-
tomers where sales can be realized. This is a central
point where product and services meet the customers
and marketing managers reach the targets. The choice of
place also based on segmentation, but considering the
monuments, the situation is different. Marketing ma-
nagers in those organizations call the people to that des-
tination by attracting with different factors. Heritage
destination (place) is a history place where everything is
about past and the past, which enrich the present and fu-
ture (Rogers, 2018).
The last component of marketing mix (4P) is pro-
motion, which helps marketing managers to communi-
cate with customers in a different way considering the
segmentation of product and services. The success of
promotional channels depend on how and which chan-
nels can be used. In order to create awareness about the
place, marketing managers should consider every tiny
details in description of that place. Tourists want to be
aware of amenities and facilities of that destination. Fur-
thermore, marketing managers should control the sig-
nage in the road, to use the billboards, to check the na-
vigation system, check the google map, to add map on a
website of monument etc. Azerbaijan as a country has
a great potential to become a heritage destination in the
world.
As it is mentioned above, 4 P’s is a short form of
Marketing Mix (classic model). Mill and Morrison
stated that additional two P’s included, people and pro-
cess. By the time, it is extended to 7 P’s by including the
fifth “P “as a “People”, the sixth “P” as a “Process” and
the seventh “P” as a “Physical Evidence”. See Appx 1.
Effective marketing solutions for promoting a re-
gional tourist product is based on the knowledge of the
nature of marketing communications in tourism. Indi-
rect subjects of marketing communications in tourism
are local people and government officials who are in
contact with tourists. Tourism depends on the process
and quality of interaction between the subjects of tou-
rism activities belonging to different sectoral markets.
This gives us reason to offer additional marketing com-
munications tools in the marketing mix of a regional
tourist product and justify the expediency of including
them in the traditional mix: product marketing solutions,
price-marketing solutions, distribution marketing solu-
tions, and marketing promotion solutions. Additional
tools of marketing communications that satisfy the con-
dition of manageability are solutions for the formation
of partnerships and solutions for ensuring the process of
interaction between the subjects of marketing commu-
nications, which makes it possible to increase the effec-
tiveness of the marketing complex in the tourism indus-
try at the industry level.
In the case of Azerbaijan UNESCO monuments,
included “P” is people, who are tourists from all over
the world. Another” P” is a Physical evidence, which
refer to environment and facilities needed by organiza-
tions and companies. UNESCO monuments can provide
customers with needed self -service facilities, infor-
mation centers, accommodations, and big shopping cen-
ters and so on in order to make destinations interesting.
Lauterborn (1990) considered that 4 P’s focus on
marketing of company and proposed 4C, which is fo-
cuses on customers. In the case of Azerbaijan UNESCO
monuments, the table will be like that.
4P 4C 4P UNESCO
MONUMENTS
4C UNESCO
MONUMENTS
Product Customer History, Monu-
ments
Tourists from the
world
Place Convenience City center, Go-
bustan region
Near to the city
center, lack of
signage (Go-
bustan)
Price Cost Affordable, dis-
counts, Price strat-
egy (student price)
Every detail was
taken into consid-
eration while cal-
culating cost
(ticket cost)
Promotion Communication Social Media, In-
ternet, websites
Channels which
customers use (In-
ternet, sales
points, social me-
dia)
Strategic approach to marketing. A good strate-
gic plan helps to reach a target market. Hall and McAr-
thur (1998) argue that there are three main questions in
a strategic marketing:
a) Where are we now?
b) Where do we want to be in the future?
c) How do we get there?
These questions help to get a clear vision by ma-
king strategic marketing plan. It will be very helpful in
making strategic plan for Azerbaijan UNESCO monu-
ments. According to Heath, developing marketing stra-
tegies is to transform the current situation into desired
situation. Strategic marketing plan gives an opportunity
for marketing managers to evaluate the situation in the
market, effectiveness of promotion channels, customer
needs, attract potential customers, to control the ex-
penses and so on. What is more, another way of beco-
ming popular is a branding. To make the monuments as
a most visited destination, which directly related with
branding issues. Branding has become an important in
marketing today, in terms of image and positioning. In
branding, the positioning is mainly where the Azerbai-
jan UNESCO monuments stand in the minds of their
customer. Travel to the center of Baku city is not com-
plete without visiting UNESCO monuments, which are
Gobustan Rock Art Cultural Landscape, Shirvanshah’s
Palace and Maiden Tower. Trauer and Ryan (2005) state
that motivation and engagement of destination have
been explored.
In spite of, marketing in comparison with other sci-
ences is young but well developed and it has different
types. Heritage marketing’s history begins with the birth
of marketing in North America, 1950.Generally, heri-
tage is a relationship with the past, and it enhance the
quality of our life. Heritage providers like other compa-
nies tried to attract customers with different motivation
programs. Marketing managers thinking of how the he-
ritage can be marketed. For example, with the help of
marketing of heritages the people from other countries
E. Hajiyeva
108
Економічний вісник Донбасу № 4(54), 2018
visiting heritage sites in a growth area can make them
for long visits and even a desire to stay in that country
permanently. Research studies shows that 20 % of UK
people will move to live in another countries on retire-
ment by 2020 (Misiura, 2006).
HERITAGE MARKETING.
ENVIRONMENTAL FACTORS
THE MARKETING MIX
HERITAGE
PROVIDERS
THE SEGMENTS IN THE MARKET
Fig. 1. Brief explanation of heritage marketing
Recommendations. The main aim of this work is
to attract the potential tourists from all over the world,
in a logical sequence beginning from neighbor coun-
tries. In order to promote the destinations, such as
UNESCO monuments direct promotion tools are not
enough. Promotion activities should realize together
with government, not only Azerbaijan Tourism Agency
should be responsible for promotion of UNESCO mo-
numents. Cooperation is the main point to reach the tar-
get. On the other hand, promotion of Azerbaijan
UNESCO monuments is not the only challenge standing
in front of government.
The objectives of the state in the field of museum
activities are:
preparation of the regulatory acts necessary for
the activities of museums and control over their imple-
mentation;
provision of museums with relevant buildings,
maintenance of museum buildings in proper condition,
provision of museum objects and collections with secu-
rity equipment and modern technical equipment;
conservation and restoration of museum collec-
tions, copying copies of rare samples of museum objects
in state museums, the allocation of funds necessary for
the acquisition of objects and collections for museums,
their scientific use, publishing;
research, study and ensure the return to the Re-
public of Azerbaijan of rare museum items and collec-
tions stored in the museums of foreign countries, which
are the national wealth of the Azerbaijani people;
Ensuring the protection of museum funds during
natural disasters, fires, armed conflicts, wars, and in the
event of other threats;
Allocation of funds for the maintenance, deve-
lopment, strengthening of the material and technical
base of museums and the preparation of museum per-
sonnel.
In all cases of government intervention, regardless
of which tools are used, the costs of the intervention it-
self must be taken into account. In the case of cultural
heritage, these costs should include administrative costs
for the formation of standards, their monitoring and im-
plementation, for the collection and payment of income,
as well as the cost of compliance with the orders of firms
and individuals who have to comply with political re-
quirements. However, tourism can be viewed not so
much as a full-fledged cultural industry, but rather as
something that uses products from other industries of
the cultural sector – performing arts, museums and gal-
leries, cultural attractions, etc. At the local or regional
level, these cultural industries may be strongly associ-
ated with tourism, supplying the tourism industry with a
range of products and themselves, to a greater or lesser
extent, dependent on tourists for their economic sur-
vival. The phenomenon of mass tourism, brought about
by the decline in prices for movement around the world
and the growth of consumer spending on leisure, has led
to a large-scale expansion of tourism infrastructures in
many parts of the world.
Conclusion. The paper found out that the market-
ing mix plays an important role from the aspect of mar-
keting. Azerbaijan Tourism Agency should cooperate
with different organizations in order to achieve the tar-
get. Azerbaijan government should control all the pro-
cess. In this case, cooperation with hotels on promoting
monuments to the tourists will give a positive impact.
Many websites, which related to the cultural tourism,
should considered by Azerbaijan Tourism Agency.
Without a good strategic marketing plan, expecting
good results is unreal. Azerbaijan UNESCO monuments
need a clear strategic plan in order to make them one of
the most visited places in the world. Furthermore, it is
necessary to create awareness of those historical monu-
ments and tell the story of each monuments to the world.
Companies’ image, as well as marketing strategy, can
evaluate based on its marketing mix.
References
1. Kotler, P., & Armstrong, G. (2015). Principles of
Marketing (11th ed.). Australia, PEARSON.
2. Misiura, S. (2006). Heritage Marketing. Elsevier.
3. Rogers, B. (2018). Travel Book: A Travel Book of
Hidden Gems That Takes You on a Journey You Will
Never Forget: World Explorer.
4. Shaw, J., & Onkvisit, S. (2008). International Mar-
keting: Strategy and Theory (4th ed.). New York,
Reutledge.
5. UNESCO. (2018). www.unesco.org. Retrieved
from UNESCO in brief: https://en.unesco. org/ about-
us/introducing-unesco.
6. Webster, F. E. (2002). Market Driven Manage-
ment. London: Wiley.
E. Hajiyeva
109
Економічний вісник Донбасу № 4(54), 2018
Appendix 1
Гаджиєва Е. Н. Маркетинговий комплекс азер-
байджанських пам'ятників ЮНЕСКО
Метою даної статті є аналіз маркетингової струк-
тури (4P) пам'ятників ЮНЕСКО в Азербайджані і ви-
значення необхідності отримання більш чіткого ба-
чення майбутньої стратегії. Стаття присвячена марке-
тинговому поєднанню трьох пам'ятників Азербай-
джану, які включені до культурної спадщини
ЮНЕСКО (Гобустанський заповідник, Дівоча вежа,
Палац Шірваншахів), щоб дізнатися подробиці 4P.
Кожна компанія повинна уточнити потреби і вимоги
клієнтів. У статті показано позитивний вплив ролі
Marketing Mix в просуванні азербайджанських пам'ят-
ників ЮНЕСКО в світі. Позитивний вплив уряду Азер-
байджану та маркетингу спадщини на просування па-
м'яток ЮНЕСКО є незаперечним фактом. У статті є ба-
гато інноваційних ідей, які ніколи не застосовувалися
раніше.
Ключові слова: маркетинговий комплекс, пам'ят-
ники ЮНЕСКО, Азербайджан.
Гаджиева Э. Н. Маркетинговый комплекс
азербайджанских памятников ЮНЕСКО
Целью данной статьи является анализ маркетин-
говой структуры (4P) памятников ЮНЕСКО в Азер-
байджане и определение необходимости получения
более четкого видения будущей стратегии. Статья по-
священа маркетинговому сочетанию трех памятников
Азербайджана, которые включены в культурное насле-
дие ЮНЕСКО (Гобустанский заповедник, Девичья
башня, Дворец Ширваншахов), чтобы узнать подроб-
ности 4P. Каждая компания должна уточнить потреб-
ности и требования клиентов. В статье показано поло-
жительное влияниие роли Marketing Mix в продвиже-
нии азербайджанских памятников ЮНЕСКО в мире.
Позитивное влияние правительства Азербайджана и
маркетинга наследия на продвижение памятников
ЮНЕСКО является неоспоримым фактом. В статье
есть много инновационных идей, которые никогда не
применялись раньше.
Ключевые слова: маркетинговый комплекс, па-
мятники ЮНЕСКО, Азербайджан.
Hajiyeva E. Marketing Mix of Azerbaijan
UNESCO monuments
The purpose of this article is to analyze the marketing
mix (4P) of Azerbaijan UNESCO monuments and identify
the need in order to get clear vision for future strategy. The
article focuses on marketing mix of Azerbaijan’s three
monuments which included to the cultural heritage of
UNESCO, (Gobustan Reserve, Maiden Tower, Shirva-
hshah Palace) in order to know the details of 4P. Every
company needs to clarify the customer needs and demands.
The paper will describe the positive influence and the role
of Marketing Mix on promoting the Azerbaijan UNESCO
monuments to the world. The positive impact of Azerbai-
jan Government and Heritage marketing on promoting
UNESCO monuments is an undeniable fact. The article has
many innovative ideas that have never applied before.
Keywords: Marketing mix, UNESCO monuments,
Azerbaijan.
Received by the editors: 30.11.2018
and final form 14.12.2018
|