Tài liệu MARKETING PLACES- CONCEPTS ABOUT A PLACE UNDER THE PERSPECTIVE OF MARKETING PLACES pdf

MARKETING PLACESSession 5: Concepts about a place under the perspective of Marketing Places 2 Session 5 CONCEPTS ABOUT A PLACE UNDER THE PERSPECTIVE OF MARKETING PLACES... Session 5: C

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MARKETING PLACES

Session 5: Concepts about a place under the perspective of Marketing Places 2

Session 5

CONCEPTS ABOUT A PLACE

UNDER THE PERSPECTIVE OF

MARKETING PLACES

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1 Contents of knowledge participants

should acquire:

a/ What a place means?

b/ Influence of regional economic,

scientific & technological, political environment on a place.

socio-c/ Characteristics of a place.

a/ What a place means?

− A place is a modern country, a geographical & political

space in physical terms.

− A region with cultural, historical and national elements.

− A central city and surrounding residential areas.

− A market with identifiable attributes.

− A base for local industry, and an agglomorate of

quasi-industrial trades and their suppliers.

− A psychological feature of the relationship among

those people inside the place and their views of those

outside.

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b/ Influence of regional economic,

scientific & technological,

socio-political environment on a place.

Changes in regional economic environment,

progress of science & technology, and

socio-political changes will all cause the

local feature under the perspective of

Marketing Places to be affected, thus

subject to change:

- Infrastructure,

- Energy,

- Information,

- Economic, financial, and political crisis…

c/ Characteristics of a place

A place in terms of administrative geography

may have several forms with models different

in characters, depending on the nature of a

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Session 6: Priinciples of Marketing 7

Session 6

Principles of Marketing

and marketing products

3. Overview of tools for marketing places.

4. Six major issues determining the success

of marketing places.

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! An integrated synchronous plan to

introduce a place with its outstanding

features, existing advantages and

prospects for long-term development

in order to attract investors, business

people, tourists, and residents to the

place with an aim to finding

business/investment opportunities or

satisfying their consumption needs,

thus promoting socio-economic

development for the place.

" Therefore:

# Customers’ benefits are of utmost

importance.

# Creating benefits for the place on the

basis of custormers’ benefits.

# Marketing Places should be the task of:

-The local government.

-Local businesses.

-Local residents.

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2. 2 The difference between marketing places

and marketing products

$ A place is a region with geographical

characteristics, i.e fixed and single unmovable

location, thus marketing should only be

through:

- Promoting its image by mass media, communication,

verbal contacts of people, and products of the place

- Organizing local activities to attract customers to the

place

- Historical events, special people, and hot events

recently, now or in future

$ Select a target market on the basis of:

- Possibility of highest competitiveness to offer

greatest benefits to customers.

- Receiving a certain number of customers to the

place to the extent that may change the place’s

advantage in a different direction.

- The target market will change according to

development trends of the place.

- The target market may be diversified with

multiple targets, but should be integrated without

contradicting one another.

- Each target or market segment should be

appropriate with the capacity and current situation

of the place.

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3. 3 Overview of tools for Marketing

! How place marketers market their place?

- Promoting the image.

- Promoting scenic spots.

- Promoting infrastructure.

- Promoting the people.

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4. Six major issues determining the success

of marketing places.

# Brand name.

# Responsibility and understanding the role of

marketing places.

# Integration with information technology.

# Able to use all means of communication to

implement marketing plans.

# Able to combine all capabilities, industries,

and localities so as to diversify and mutually

support and supplement.

# There should be training for the labor force,

the talented and attention to the quality of

local demography.

Session 7: Evaluate overall situation, development trend of the region 16

Session 7

ASSESS GENERAL CONDITIONS,

DEVELOPMENT TRENDS OF THE

REGION, AND STRENGTHS AND

WEAKNESSES OF THE PLACE

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1 Contents of knowledge participants should

acquire:

a/. Examine changes in the surrounding

environment which may influence your place

in the future (in 5-10 years, or in 20 years).

b/ Identify the place (strengths, weaknesses).

c/ Map out current socio-economic situation

of your place, and find out driving forces and

obstructing forces leading to such a situation,

considering the following elements:

a/ Examine changes in the surrounding

environment which may influence your place

in the future (in 5-10 years, or in 20 years).

! With respect to political environment, and

policies related to economic activities.

! With respect to products.

! With respect to residents, and consumption

behavior.

! Emergence of new products.

! Considering opportunities, arising from

events in the surrounding environment

(positive and negative).

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b/ Identify the place (strengths,

weaknesses):

- Location, distance to developed centers;

- Socio-economic infrastructure (health care,

education, …);

- Residents, labor, income per capita;

- Social security;

- Economic and technical establishments

(agriculture, industry, commerce, and

services);

- Local specialty products;

- Unique features (religion, custom, practice);

- History and culture of the place;

- Expenditures, living standards, consumption

habits

c/ Map out current socio-economic situation

of your place, and find out driving forces

and obstructing forces leading to such a

situation, considering the following

elements :

- Historical

- Geographical

- General current policies (nationwide)

- The place’s own efforts

- Compare with other places as potential

competitors.

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Session 8: Planning strategy for marketing

# Vision and objectives of the place.

# Customers the critical element

determining all development objectives

of the plae.

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+ Existing products of the place which

can attract customers to the place.

+ Creating the best conditions, most

competitive, to attract customers.

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Long-term objectives:

+ Which kinds of customers would be

the customers of our place, which

target markets would be appropriate to

" Customers the critical element

determining all development objectives

of the plae :

- Interests of the customers should be of

priority, unique, and separate.

- Interests of the place will be overall

long-term interests, increasing at a

compounding rate.

- Customers’ requirements always become

higher and higher, so quality provided

by the place should be constantly

improved and innovated.

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" Competition among places

- Competition by other places to attract

customers is inevitable, thus there is a

need to find new markets, to broaden

the customer base so as to sustain

continued development for the place.

Session 9: Strategy to improve the place 28

Session 9

STRATEGY

TO IMPROVE THE PLACE

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Strategy to improve a place should focus

on the followings:

a. Characteristics of a place.

b. Stable environment of a place.

c. Service provision of a place should meet

the basic needs of residents, tourists,

and investors,

d. Attractive features of a place.

e. Simple administrative procedures, and

living costs and business costs adding to

product costs.

a Characteristics of a place:

A place should have plans,

comprehensively developed and

designed, to enhance the

attractiveness and to improve

further quality and aesthetic

values:

- Urban architecture

- Upgrade basic infrastructure to be

compatible with natural

environment

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b Stable environment of a place

- Protect the environment, famous

sights and scenic landscape

- Security and protection of assets

and people

should meet the basic needs of

residents, tourists, and

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d Attractive features of a place:

- Festivals and events

- Architectural structures, tombs, temples,

and pallaces with sculptures

- Opera house, theater

- Other attractive features (if available at the

place)

and living costs and business costs

adding to product costs.

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Session 10: Promote development of a place 35

designing of the image for a place

place (natural disasters, poverty, poor

security, etc.)

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a Determinants of the image of a

place

- Perseptions and impressions people have

on a place

- It may be a historic, scenic spot, or

architectural structure, etc.

- A traditional trade or a superior advanced

one

- Historic events, famous people

- An impressive product, slogan, or

development plan under implementation

- The image of a place may change under

the impacts of internal and external

factors.

b How to measure the image

May be throhgh the views of different groups of people

about a place’s image and their assessment of the

potential development of the place:

- Development planning experts of the place

Measure the perseptions of the audience, find out the

impresive features of the place on customers.

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c What elements can guide the

designing of the image for a place

To create an image efficient to the

group of objectives, the image should

meet the following 5 criteria:

- Should have value

- Should be believable

- Should be simple

- Should be appealing

- Should be unique

d Ways to communicate the

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place (natural disasters, poverty,

poor security, etc.)

- Explain clearly and timely the reasons, the

causes related to the negative image and

- Introduce new policies, new faces at the place

- Eliminate radically all causes leading to the

negative image or minimize the negative.

Session 13: Implementing Marketing Places 42

Session 13

IMPLEMENTING MARKETING PLACES

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1 Attract investments, businesses.

− Exploit the place’s image through

products, thus attracting customers to

invest and do business.

− Exports processing zones, free trade

zones play a very important role in

developing countries.

− Organize trade conferences, product

exhibition.

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$ Why attracting residents is important

in marketing places.

$ The issue of attracting, competing

for the talented in the world today.

$ Methods to attract residents (quality

of life in the place, taxation policies,

tourists, tourist markets.

place to push the development of other

industries.

implement marketing places.

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economy?

market our place to the outside world.

bringing the place into the world

market.

Session 14: Sustain the Growth of Places 48

Session 14

SUSTAIN THE GROWTH OF PLACES

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A What main challenges the places

are facing?

1. Places are threatened more and more by the

increasing pace of changes in the economic,

political and technological environment

wolrdwide.

2. Places are increasingly threatened by

urbanization process and the inevitable

deterioration.

3. Places are facing an increasing nunber of

competitors with the same effort to attract

scare resources.

4. Places have to rely more on their own

resources to respond to increasing competion.

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challenges?

" Measure 1: Places should develop a strategic vision to

respond to challenges (Singaporean Case).

" Measure 2: Places should develop a planning process, with a

market-oriented strategy to respond to such challenges

(develop solutions to circumstances which may happen in

the future).

" Measure 3: Places should adopt a truly market vision

towards their products and customers (building the right

potential customers and potential products; training human

resource in order to exploit such potentials).

" Measure 4: Places should build quality into programs and

services in order to compete with other places (improving

service quality of the public sector, technical infrastructure,

and social infrastructure, etc.)

" Measure 5: Places should have the skills to effectively

communicate and promote their competitive advantages.

" Measure 6: Places should diverisfy their economic

base and develop appropriate institutions, flexible to

changing circumstances.

" Measure 7: Places should develop and nourish the

characteristics of enterpreneurship.

" Measure 8: Places should rely more on the private

sector to fulfill their responsibility.

" Measure 9: Each place should implement its unique

changing processes arising from differences in

culture, and political and leadership process.

" Measure 10: Places should build institutions for

organizations and processes to sustain their growth

and keep its pace after the start-up.

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C Bridging places’ strategy with

companies’ strategy

$ Companies are the most important force

in implementing the development

strategy of a place.

$ The strategy to develop a company, a

product, or a local product line is

organically linked to the development

strategy of a place (policies to prioritize,

focus investment on re-creating relevant

favorable conditions).

D Nourishing companies’ growth

$ Nourish the competitive advantage of

companies.

$ Build the competitive advantage of local

companies and products in globalized

industries.

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" Relying on abundant natural resources,

exporting raw material.

" Relying on cheap labor.

" The strategy for companies or product line

development relying on protection or

preference policies of the country.

" Lack of attention to economic and political

changes or new scientific, technological

progress.

" Under-estimating competitors, lack of

innovations and capability enhancement.

Competitive advantage of companies in global industries 56

COMPETITIVE ADVANTAGE

OF COMPANIES IN GLOBAL INDUSTRIES

Tiêu đề	Concepts about a place under the perspective of marketing places
Trường học	University of Marketing
Chuyên ngành	Marketing
Thể loại	Tài liệu
Thành phố	Hanoi

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Số trang	32
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