CC BY
25USE OF MARKETING LEVERS IN FORMING THE DEMAND FOR
NATIONAL PRODUCTS
Kholmamatov D.Kh.
Associate professor of department of "Marketing", SamIES
e-mail: xolmamatov_d@mail .ru Allayorov R.A.
Associate professor of department of "Marketing", SamIES
Abstract: The activation of the sale of tourist products and services in the tourism market, as well as the formation of positive perceptions about their characteristics in the minds of consumers, is carried out through marketing communication tools. This article highlights the importance and necessity of using marketing communication tools in the formation of demand for national products.
Keywords: demand formation, marketing communication tools, advertising, PR, sales promotion, personal selling.
Аннотация: Активизация реализации туристских продуктов и услуг на рынке туризма, а также формирование положительных представлений об их характеристиках в сознании потребителей осуществляется с помощью инструментов маркетинговых коммуникаций. В данной статье освещается важность и необходимость использования инструментов маркетинговых коммуникаций при формировании спроса на национальную продукцию.
Ключевые слова: формирование спроса, средства маркетинговых коммуникаций, реклама, PR, стимулирование сбыта, личные продажи.
The rapid growth rates characteristic of the development of world tourism and its share in the global macro-economic indicators have caused it to be recognized as one of the leading sectors of the world economy. Due to the impact of the COVID-19 pandemic, tourism experienced the biggest crisis in its history in 2020 and caused a 74% decrease in international tourist flows compared to the previous year. However, due to the nature of recovery specific to the industry, tourism is being reincarnated as a strategic branch of the economy in some countries and regions with high tourism potential. According to the World Council on Tourism and Travel, the share of tourism in the national economy in 2021 will be "6.5% in France, 14.9% in Greece, 8.5% in Spain, 9.1% in Italy, and 10.9% in Portugal." , in Turkey - 7.3%". Achieving high socio-economic development involves turning tourism into a strategic branch of the national economy through the effective use of modern marketing tools and existing tourist
Scientific research focusing on the rapid development of tourism based on the effective use of marketing tools and the increased role of the industry in the socioeconomic development of individual countries and regions has received special attention. In the digital economy era, assessing the tourist resource potential of
regions, diversifying tourist products based on the differentiation of tourist resources, developing a register and cadastre of tourist resources, establishing a regional geo-information system, and devising strategies for the effective use of regional tourist resources require a theoretical and methodological basis for utilizing marketing levers. The research on these improvement issues is highly relevant today.
To achieve this, it is necessary to effectively use marketing communication tools to promote tourism services in the market. These tools can activate the sale of tourism services and create positive perceptions among consumers regarding the specific characteristics of tourist services available. Additionally, these tools can inform potential consumers about the tourist potential of the country, new tourist routes, and tourist products, allowing them to form preliminary ideas. Therefore, it is crucial for entities involved in the tourism sector not only to create new tourist services but also to timely deliver information about them to the target audience and gain their goodwill in purchasing these services.
Therefore, effective use of marketing communication tools is one of the important activities for those involved in the tourism industry to ensure the success of their activities. Marketing communication tools include advertising, public relations ("public relations", PR-PR), sales promotion, personal selling.
Each of the means of marketing communication in the formation of demand for national products has its own characteristics. Therefore, we will focus on each of the marketing communication tools separately.
It is difficult to imagine the modern tourism industry without advertising. It is such a wide and multifaceted activity that it is often separated as a separate direction. However, the high effectiveness of advertising can be achieved only with the help of marketing. Advertising is an integral part of marketing communications. It is known from world practice that tourism industry entities are large advertisers The role of marketing communications in the effective promotion of the products offered in the market of tourism services is incomparable. Durovich A. P. according to his opinion, the development of the tourism sector is not only related to offering unique services, but also to comprehensively informing potential consumers about the advantages of the offered services, and clearly positioning the services in the minds of consumers.
is included. On average, tourism entities spend 5-6% of their income on advertising.
The advertising goal is defined on the basis of general marketing strategies adopted by tourism enterprises and its communication policy. Determining the purpose of advertising is in two large groups, namely:
1) the goal in the field of sales is to increase the volume of sales or to form a demand for services;
2) the goal in the field of communication is carried out in order to form the idea of communication, to develop ways of establishing relations with potential consumers.
Advertising forms the basis of a strategic direction in the promotion of national tourism products to the general public in the tourism market. In countries with a
developed tourism market (France, Italy, Spain), the main part of the funds allocated for marketing activities is spent on advertising. Proper organization of advertising is of primary importance in tourism. Advertising is a form of activities directed at a specific goal, which is published by a specific source (advertiser) at a paid time or place where the payment is made.
Among the means of marketing communication in the tourism market, apart from advertising, PR (Public relations) is the most widely used. While advertising and PR are both marketing communications tools, they have differences as well as similarities. The main purpose of advertising is to encourage the client to buy the products of this tourist company in the tourism market, while the main purpose of PR is to build a positive image of the company in the market. In general, advertising is aimed at highlighting the features of a tourist company's new product, tour package or existing products, its superiority over other competitors' products, how it can satisfy the customer's needs, what interests customers can have, while PR is not related to a single service or product of the tourist company, but to the tourist company itself. will be aimed at strengthening the position and position of the company in the market.
The term "Public Relations" (Public Relations - PR, PR) taken from the English language means "Public relations", "Public relations", "Relations with the public". The main purpose of public relations is to establish relations with the public, and the main task is to control public opinion with the help of information. Public relations establishes communication between entities offering tourism services and the public. Such communication is explained by exchange of ideas, information acquisition and distribution, strengthening of mutual relations.
One of the important conditions of public relations is to hear two-way opinions. If the opinion is expressed only from one side, it will essentially be onesided, moreover, it will be propaganda. In the practice of public relations, it is important for representatives of the tourism sector to listen to public opinion and draw conclusions. Studying public opinion is an important criterion in relations with it. That's why we need to determine the directions of organizing public relations to study the opinions of potential consumers of tourism services. The following public relations activities can be held to gather the public:
□ organization of briefings, press conferences;
□ making presentations;
□ conducting various anniversary events;
□ sponsoring the benefit of certain individuals and organizations;
□ publication of magazines and bulletins that are not related to advertising by the tourist company;
□ publication of non-commercial articles, creation of telefilms and their showing, etc.
Through these events, public opinion about tourism services is studied and comprehensive information about tourism is provided.
Sales promotion, as an important element of marketing communication, is a means of offering various activities for a target audience response and implementing its communication policy within the marketing strategy of tourism enterprises. Sales promotion captures the market in a short period of time like advertising. Sales promotion activities are aimed at consumers who are familiar with the unique characteristics of tourism through personal experience.
The tasks of sales promotion are aimed at the subsequent purchase of tourist services, the formation of large groups of tourists, and the stimulation of regular commercial relations between the firm and the consumer.
Setting the goal of sales promotion and choosing a weapon (instrument) is a unique process. Sales promotion tools will focus on:
□ to the sales staff of the tourist enterprise;
□ to commercial intermediaries (tour operators, travel agents, etc.);
□ to final consumers.
The success of the tourism sector is determined by the ability of the personnel to provide services. Every partner involved in tourism activities needs to embody this ability. In this process, means of communication with consumers are used, such as telephone, mail and direct communication.
Tourism at the original level imposes special requirements on personnel. For example, any mistakes made by intermediaries in contact with potential customers can damage the reputation that has been built up over the years. Therefore, the use of personal selling in tourism activities is considered acceptable in all respects. In such conditions, it is necessary to take into account that not only the marketing department, but also all employees should fully participate in the effective implementation of tourism services. Personal selling is manifested by establishing individual contact between the service provider and the consumer. Personal selling is such an element of marketing communication that this process necessarily ends with the consumption of products and services. Communication features of personal selling include:
♦ unlike other elements of marketing communication, personal selling does not involve commercial intermediaries;
♦ communication in the form of a dialogue allows a full study of consumer requirements;
♦ the one-to-one nature of the sale leads to a long relationship;
♦ leads to an increase in the sales volume as a result of the consistent study of the uniqueness of the services by the consumer.
Therefore, the formation of the demand for agricultural products is carried out through marketing communication tools. Therefore, it is appropriate to carry out the following activities on the use of marketing communication tools in the formation of demand for national products:
First, every entity involved in the tourism sector should develop a program for using marketing communication tools in cooperation with the State Committee for Tourism Development. Because travel companies, travel agents, hotels, especially
those that have just started their activities, may not have enough financial resources to develop a program of using marketing communication tools, and insufficient experience of working in the international tourism market may cause a number of problems in this regard. Therefore, it is important for the State Committee for Tourism Development to help new entities and their services and products to communicate information to potential consumers.
Secondly, in order for foreign tour operators, travel agents and potential tourists to have a clear idea of what kind of excursion facilities, historical monuments, natural scenery, hotels and restaurants they will be in during their trip to our country at international tourism fairs, the types, forms and methods of marketing communication tools with a high emotional impact use For example, it is important to offer audiovisual advertising, multimedia advertising, brochures, souvenirs, presentations and briefings in public relations, preferential prices for sales promotion, bonus additional services.
Thirdly, to maintain permanent relations with potential customers in the market of tourism services, to ensure the exchange of information between them and tourist companies, to provide complete information about the prices of tourist products, incentives, and services offered during tourist routes, to establish commercial relations with experienced intermediaries operating in the international tourism market. installation.
Fourth, forming a marketing budget for the development of the tourism sector is one of the most important issues today. It is known from world practice that the more expenses are spent on marketing, including the use of marketing communication tools, the higher the sales volume is proven. Creating a marketing budget allows you to set priorities between the goals and strategies of market activity, make clear decisions in the field of resource allocation, and implement effective control.
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