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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.

- 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

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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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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- 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

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.

- 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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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

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.

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.