Marketing approach aimed at valorizing rural area

Abstract

The development of marketing programs for the rural area, the creation of the organizational structures for their realization, the elaboration of the methodology to apply rural marketing and identify marketing tools would favor the development of rural localities. Thus, the concept of rural marketing offers the theoretical and methodological support to carry out these activities, which will therefore contribute to attract investment, human, financial resources in rural localities. The influence of rural marketing on the external environment (economic, social, cultural, environment) puts its mark on the general level of economic development of rural localities and favors local sustainable development. The knowledge of external environment factors, action mode and their evolution is useful in the elaboration of rural locality development strategy. The marketing approach forms a modern thinking way of local public authorities at the level of rural localities, a new philosophy of the entrepreneurial activity, including the investment one, based on the tendency to satisfy the needs of all the actors from the rural area. A permanent, planned and long-term concern regarding the marketing approach to manage rural localities will contribute to create and strengthen the image, increase the competitiveness and investment attractiveness of the rural localities, develop and implement the strategic plan for the development of the locality, as well as increase the interest towards the investors regarding the concentrated resources in the rural locality. The achievement of objectives set implies a set of practical actions, which allow to adapt to the demands and requirements of the market, in order to maximize the efficiency of the available resources. The marketing approach to valorize the rural area will favor the knowledge of rural communities market situation, the adaptation of the production manufactured in the rural territory to the market requirements, the formation of a favorable investment climate, the promotion of available resources use with maximum benefit and taking into account the interests of the population.