MARKETING ASPECTS OF URBAN PLANNING AND AGGLOMERATION DEVELOPMENT

This article highlights the relevancy of scientific applied processing of marketing aspects of urban planning and agglomerations development. Analysis of researches and publications containing solution of this problem is carried out and generalization of presence of proper theoretical, methodological and methodical basis for application of marketing principles to urban planning and agglomerations development is performed. Part of the researched problem being out of focus of scientists and being unsolved is made more specific. Purpose of the research of marketing aspects of urban planning and agglomeration development is defined. Logics and consequence of conducting scientific applied support of urban planning and agglomerations development on marketing principles is grounded. Odessa agglomeration (Odessa City with its districts and suburbs) is defined as a subject to deeper research. The provisions of Odessa City Development General Plan are estimated for compliance with the basis marketing principles. Compliance of the strategy of social and economic development of Odessa City with general national interests and regional and city specific features is analyzed. Scientific provisions are grounded and practical recommendations concerning implementation of the Odessa City General Development Plan on the materials of Odessa agglomeration. Main priorities of city development on the marketing principles are marked out to solve institutional, social and economic problems of the population, save historical legacy, create natural environment healthy for people, ensure ecological safety of the territory, development of science, education, servicing, recreation and tourism in the city. Importance of scientific consideration of the problem of marketing support of city dwelling construction development is established. Various consumer segments of city dwellers from the point of view of their requirements to quantitative, qualitative, assortment and price properties of dwelling and dwelling-utility services are marked out. Attention is paid to the necessity of satisfaction of the need in dwelling of socially vulnerable groups of population. Marketing commodity policy possible development prospects within the scope of social, economy-class, business-class and elite-class dwelling construction are specified. The importance of keeping balanced commodity, price, distribution and communication policy by developers for effective marketing support of city dwelling construction development is grounded.