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    Asian Places Attracting Investment, Industry and Tourism To Cities, States and Nations

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    susilojhj2641
    1) A place is defined as a geopolitical, cultural, or economic location that can attract new industry, jobs, and residents through a high quality of life and opportunities for business and investment. 2) As a place grows, costs and social needs rise which can lead communities to raise taxes. Decline occurs when major employers or industries leave, recessions hit, unemployment increases, and infrastructure and budgets deteriorate. 3) Place marketing involves developing a strong image and positioning for a community and setting attractive incentives to draw target markets like visitors, residents, businesses, and exporters.

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    Asian Places Attracting Investment, Industry and Tourism To Cities, States and Nations

    Uploaded by

    susilojhj2641
    470 views18 pages
    1) A place is defined as a geopolitical, cultural, or economic location that can attract new industry, jobs, and residents through a high quality of life and opportunities for business and investment. 2) As a place grows, costs and social needs rise which can lead communities to raise taxes. Decline occurs when major employers or industries leave, recessions hit, unemployment increases, and infrastructure and budgets deteriorate. 3) Place marketing involves developing a strong image and positioning for a community and setting attractive incentives to draw target markets like visitors, residents, businesses, and exporters.

    Original Title

    Marketing Places Kotler

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    1) A place is defined as a geopolitical, cultural, or economic location that can attract new industry, jobs, and residents through a high quality of life and opportunities for business and investment. 2) As a place grows, costs and social needs rise which can lead communities to raise taxes. Decline occurs when major employers or industries leave, recessions hit, unemployment increases, and infrastructure and budgets deteriorate. 3) Place marketing involves developing a strong image and positioning for a community and setting attractive incentives to draw target markets like visitors, residents, businesses, and exporters.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    470 views18 pages

    Asian Places Attracting Investment, Industry and Tourism To Cities, States and Nations

    Uploaded by

    susilojhj2641
    1) A place is defined as a geopolitical, cultural, or economic location that can attract new industry, jobs, and residents through a high quality of life and opportunities for business and investment. 2) As a place grows, costs and social needs rise which can lead communities to raise taxes. Decline occurs when major employers or industries leave, recessions hit, unemployment increases, and infrastructure and budgets deteriorate. 3) Place marketing involves developing a strong image and positioning for a community and setting attractive incentives to draw target markets like visitors, residents, businesses, and exporters.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 18
    At a glance
    Powered by AI
    The key takeaways are that a place can be defined in different ways and its attractiveness is influenced by factors like new industries, job opportunities, and quality of life. A place's attractiveness can also decline due to issues like major companies leaving, rising unemployment, and infrastructure breakdowns.

    The main factors that influence a place's attractiveness are hard factors like economic stability, productivity and costs as well as soft factors like quality of life, workforce competencies and culture.

    The four main target markets discussed in place marketing are visitors (both business and non-business), residents and employees, business and industry, and export markets.

    Asian Places Attracting Investment, Industry and Tourism to Cities, States and Nations

    Philip Kotler, Michael Alan Hamlin, Irving Rein, & Donald H Haider

    What is a Place?

    A geopolitical physical space A cultural, historical or ethnic bounded location A central city and its surrounding population A market with various definable attributes An industrys home base Psychological attribute of relations between people internally and their external views of those outside

    Growth Dynamics
    A place is attractive: 1. 2. 3. New industry starts up Job opportunities are strong Quality of life is attractive

    Inward migration of new

    Inward migration of new

    residents and visitors


    Real estate costs rise, infrastructure is strained, social needs rise

    business and investment

    Community raises taxes

    Dynamics of Decline
    A place become unattractive 1. 2. 3. 4. 5. Major company/industry is hurt/exits Economic recession affect business Unemployment climb Infrastructure breakdown City budget deficit increases

    Outward migration of people

    Tourism, convention business decline

    Outward migration of business

    Banks tighten credit, bancrupties increase crime increase, social problem rise, city mage deteriorates

    Community raises taxes

    To solve the problem:


    Place Marketing

    Develop strong & attractive positioning & image for the community Set attractive incentives for buyers & users of goods & services Deliver a places products & services in an efficient, accessible way Promote a places attractiveness and benefits

    Levels of Place Marketing


    Target markets Tourists & conventioners Marketing Factors Infrastructure Business & industries

    Planning group Citizens Place Marketing Plan Business Community Local Government

    Attraction

    People

    New residents & employees

    Image & quality of life

    Exporters

    4 Main Target Markets


    1.

    Visitors
    Business (convention, survey, buy & sell) Non-business (tourist & travelers)

    2.

    Resident & employees


    Professionals Skilled employees Wealthy individuals Investors Entrepreneurs Unskilled workers Senior citizens & pensioners

    3.

    Business & industry


    Heavy industry Service companies, high technology

    4.

    Export markets
    International markets

    4 Strategies
    1. Image marketing
    Clever slogan that is believable & demonstratable Communicated in many channels Bali Island of Gods, Malaysia The Truly Asia, Singapore Lion City

    4 Strategies
    2. Attraction marketing
    1. 2. 3. 4. 5. 6. 7. 8. 9. natural beauty history & famous people shopping places cultural attractions recreation & entertaintment sports arena festival & occasions building monuments museums

    4 Strategies
    4. People marketing
    The success/failure of independent republic depended on the character of its citizens, the civic virtues they possess (Machiavelli)
    1. 2. 3. Friendly & helpful Skilled Citizenship

    Major Actors in Place Marketing


    1.

    Local actors
    Public sector actors Mayor/city manager, business development department, urban planning department, tourist bureau, convention bureau, public information bureau Private sector actors Individual citizens, leading enterprise, finncial institutions, telecommunication, chamber of commerce, hospitality & retail industries, travel agents, transport companies, media, etc

    Major Actors in Place Marketing


    2. Regional Actors Regional economic development agency, province government, regional tourist board 3. National actors Political heads, investment board, national tourist board 4. International Actors Embassies & consulates, economic development agencies, international enterprises

    Strategic Market Planning Process


    1.
    2. 3. 4. 5.

    Place audit Vision & goals Strategy formulation Action plan Implementation & control

    1. Place Audit

    Establish a places attraction factors Identify main competitors Identify major trends & developments SWOT analysis
    1. Hard factors: economic stability, productivity, costs, property concept, support services & network, communication infrastructure, strategic location, incentive scheme 2. Soft factors: quality of life, workforce competancies, culture, management, flexibility, entrepreneurship

    2. Vision & Goals


    Which unique combinations of attraction factors should the community target? Which are the target markets of the community? Which are the long-term & short-term goal? Which are the operative prequisites for the vision?

    3. Strategy formulation
    4 Generic strategies
    1. Design Sound design & development that will enhance attractiveness Infrastructure Develop & maintain a basic infrastructure that is compatible with the natural environment Services Develop basic services of sufficient quality to meeet business & public needs Attractions Range of entertaintment & recreation for citizens, residents & visitors.

    2.

    3.

    4.

    4. Action Plan

    Who is responsible? How is the action to be implemented? How much will the action cost? What is the expected completion date?

    5. Implementation & Control

    Places annual report Facts & figures about number of citizens, economic result, jobs, income, taxes, etc. Communitys annual report should receive broad public distribution (local newspaper, magazine, internet)

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