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

1 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 2 Session 5: Concepts about a place under the perspective of Marketing Places 3 1. Contents of knowledge participants should acquire: a/. What a place means? b/. Influence of regional economic, scientific & technological, socio- political environment on a place. c/. Characteristics of a place. Session 5: Concepts about a place under the perspective of Marketing Places 4 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. 3 Session 5: Concepts about a place under the perspective of Marketing Places 5 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… Session 5: Concepts about a place under the perspective of Marketing Places 6 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 particular market: - Tourism, - Industry, - Commerce and services, - Residence, - Culture and education, - Labor, - Religion, -etc. 4 Session 6: Priinciples of Marketing 7 Session 6 Principles of Marketing Session 6: Priinciples of Marketing 8 1. What Marketing Places means? 2. The difference between marketing places and marketing products 3. Overview of tools for marketing places. 4. Six major issues determining the success of marketing places. 5 Session 6: Priinciples of Marketing 9 1. 1. What Marketing Places means? ! 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. Session 6: Priinciples of Marketing 10 " 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. 6 Session 6: Priinciples of Marketing 11 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. Session 6: Priinciples of Marketing 12 $ 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. 7 Session 6: Priinciples of Marketing 13 3. 3. Overview of tools for Marketing Places. ! Four kinds of markets for marketing places: - Tourists. - Investments in production, business and services. - Residents and workers. -Exports markets. Session 6: Priinciples of Marketing 14 ! How place marketers market their place? - Promoting the image. - Promoting scenic spots. - Promoting infrastructure. - Promoting the people. 8 Session 6: Priinciples of Marketing 15 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 9 Session 7: Evaluate overall situation, development trend of the region 17 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: Session 7: Evaluate overall situation, development trend of the region 18 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). 10 Session 7: Evaluate overall situation, development trend of the region 19 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 Session 7: Evaluate overall situation, development trend of the region 20 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. [...]... of Places 49 A What main challenges the places are facing? 1 2 3 4 Places are threatened more and more by the increasing pace of changes in the economic, political and technological environment wolrdwide Places are increasingly threatened by urbanization process and the inevitable deterioration Places are facing an increasing nunber of competitors with the same effort to attract scare resources Places. .. (structure) analysis Establish a position in the industry Create an advantage Act early to take advantage of structural changes Sustain the advantage Global competition Competitive advantage of companies in global industries 1 $ $ $ 57 Competitive strategy Trades and industries are the major arena in the competitive strategy between country and country; place and place Companies are specific warriors Each... development of a place 36 18 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... product costs Session 9: Strategy to improve the place 34 17 Session 10 PROMOTE DEVELOPMENT OF A PLACE Session 10: Promote development of a place 35 Main subjects: a b c d e Determinants of the image of a place How to measure the image What elements can guide the designing of the image for a place Ways to communicate the image How to correct a negative image of a place (natural disasters, poverty, poor security,... Competitive advantage of companies in global industries 62 31 6 Sustain the advantage " " " The source of the advantage is the first factor, first condition for the capability to sustain the advantage (high tech, production scale, cheap labor costs, cheap raw materials, etc.) Have various sources of advantage Constantly innovate in order to create new sources of advantage, difficult for others to copy... into the world market Session 13: Implementing Marketing Places 47 Session 14 SUSTAIN THE GROWTH OF PLACES Session 14: Sustain the Growth of Places 48 24 Main Subjects: What main challenges the places are facing? How should places respond to such challenges? Bridging places strategy with companies’ strategy Nourishing companies’ growth Often mistakes in strategy A B C D E Session 14: Sustain the Growth... 9: Strategy to improve the place 29 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 Session 9: Strategy to improve the place 30 15 b Stable environment of a place - Protect the environment,... STRATEGY TO IMPROVE THE PLACE Session 9: Strategy to improve the place 28 14 Strategy to improve a place should focus on the followings: a b c d e Characteristics of a place Stable environment of a place Service provision of a place should meet the basic needs of residents, tourists, and investors, Attractive features of a place Simple administrative procedures, and living costs and business costs adding... 22 2 Attract residents $ $ $ 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, education, etc.) Session 13: Implementing Marketing Places 45 3 Attract tourists " " " " How important is tourism to the economy? The first object of marketing places. ..Session 8 STRATEGIC PLANNING FOR MARKETING PLACES Session 8: Planning strategy for marketing places " Main subjects: # 21 Vision and objectives of the place # # Customers the critical element determining all development objectives of the plae Competition among places Session 8: Planning strategy for marketing places 22 11 " Vision and objectives of the place: - Immediate objectives - Long-term . Characteristics of a place. Session 5: Concepts about a place under the perspective of Marketing Places 4 a/ . What a place means? − A place is a modern country, a geographical. 1 MARKETING PLACES Session 5: Concepts about a place under the perspective of Marketing Places 2 Session 5 CONCEPTS ABOUT A PLACE UNDER THE PERSPECTIVE