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

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MARKETING PLACES
Session 5: Concepts about a place under the
perspective of Marketing Places
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Session 5
CONCEPTS ABOUT A PLACE
UNDER THE PERSPECTIVE OF
MARKETING PLACES
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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, socio-
political environment on a place.
c/. Characteristics of a place.
Session 5: Concepts about a place under the
perspective of Marketing Places
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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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Session 5: Concepts about a place under the
perspective of Marketing Places
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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…
Session 5: Concepts about a place under the
perspective of Marketing Places
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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.
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Session 6: Priinciples of Marketing
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Session 6
Principles of Marketing
Session 6: Priinciples of Marketing
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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.
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Session 6: Priinciples of Marketing
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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
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" 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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Session 6: Priinciples of Marketing
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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.

Session 6: Priinciples of Marketing
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$ 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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Session 6: Priinciples of Marketing
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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
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! How place marketers market their place?
- Promoting the image.
- Promoting scenic spots.
- Promoting infrastructure.
- Promoting the people.
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Session 6: Priinciples of Marketing
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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
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Session 7
ASSESS GENERAL CONDITIONS,
DEVELOPMENT TRENDS OF THE
REGION, AND STRENGTHS AND
WEAKNESSES OF THE PLACE

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Session 7: Evaluate overall situation,
development trend of the region
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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:
Session 7: Evaluate overall situation,
development trend of the region
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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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Session 7: Evaluate overall situation,
development trend of the region
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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
Session 7: Evaluate overall situation,
development trend of the region
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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
places
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Session 8
STRATEGIC PLANNING FOR
MARKETING PLACES
Session 8: Planning strategy for marketing
places
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" Main subjects:
# Vision and objectives of the place.
# Customers the critical element
determining all development objectives
of the plae.
# Competition among places.
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Session 8: Planning strategy for marketing
places
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" Vision and objectives of the place:
- Immediate objectives
- Long-term objectives
Session 8: Planning strategy for marketing
places
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Immediate objectives:
+ 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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Session 8: Planning strategy for marketing
places
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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
choose:
- Tourists
- Residents
- Businesses and industries
- Exports markets
Session 8: Planning strategy for marketing
places
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" 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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Session 8: Planning strategy for marketing
places
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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
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Session 9
STRATEGY
TO IMPROVE THE PLACE
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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.

Session 9: Strategy to improve the place
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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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Session 9: Strategy to improve the place
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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
Session 9: Strategy to improve the place
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c. Service provision of a place
should meet the basic needs of
residents, tourists, and
investors, :
- Social welfare
- Health care, education
- Transport, communication

- Shopping places
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Session 9: Strategy to improve the place
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d. Attractive features of a place:
- Nature’s beauty
- Famous or great people
- Shopping “hubs”
- Cutural attraction
- Entertainments
- Sport activities
- Festivals and events
- Architectural structures, tombs, temples,
and pallaces with sculptures
- Opera house, theater
- Other attractive features (if available at the
place)
Session 9: Strategy to improve the place
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e. Simple administrative procedures,
and living costs and business costs
adding to product costs.
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Session 10: Promote development of a place
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Session 10
PROMOTE DEVELOPMENT
OF A PLACE
Session 10: Promote development of a place
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Main subjects:
a. Determinants of the image of a place
b. How to measure the image
c. What elements can guide the
designing of the image for a place
d. Ways to communicate the image
e. How to correct a negative image of a
place (natural disasters, poverty, poor
security, etc.)
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Session 10: Promote development of a place
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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.
Session 10: Promote development of a place
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b. How to measure the image
May be throhgh

t
he views of different groups of people
about a place’s image and their assessment of the
potential development of the place:
- Residents
-Tourists
- Managers
-Investors
- Enterpreneurs
-Foreign investors
- 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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Session 10: Promote development of a place
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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
Session 10: Promote development of a place
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d. Ways to communicate the
image

− Slogans, subject matters and idol
positioning
− Visual symbols
− Active events (festivals, exhibitions,
etc.)
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Session 10: Promote development of a place
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e. How to correct a negative image of a
place (natural disasters, poverty,
poor security, etc.)
- Explain clearly and timely the reasons, the
causes related to the negative image and
plans to improve
.
- Stop any promotion or repetition of the
negative image…
- Create a positive image from negative
elements
- 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
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Session 13
IMPLEMENTING
MARKETING PLACES
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Session 13: Implementing Marketing Places
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Main subjects:
1. Attract investments, businesses.
2. Attract residents.
3. Attract tourists.
4. Promote exports.
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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Session 13: Implementing Marketing Places
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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
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3. Attract tourists.

" How important is tourism to the
economy?
" The first object of marketing places is
tourists, tourist markets.
" Through tourism development in the
place to push the development of other
industries.
" Tourists are the best to help us
implement marketing places.
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Session 13: Implementing Marketing Places
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4. Promote exports
" How important is exports to the local
economy?
" Every export product is a message to
market our place to the outside world.
" Exports of a place is a driving force
bringing the place into the world
market.
Session 14: Sustain the Growth of Places
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Session 14
SUSTAIN
THE GROWTH OF PLACES
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Session 14: Sustain the Growth of Places
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Main Subjects:
A. What main challenges the places are

facing?
B. How should places respond to such
challenges?
C. Bridging places’ strategy with
companies’ strategy
D. Nourishing companies’ growth
E. Often mistakes in strategy
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.