Case 10: City marketing
10 important questions on Case 10: City marketing
What is city marketing?
Who are the 3 parties that should be kept in mind while implementing city marketing (Kotler)?
- local/regional authorities
- entrepreneurs in a city
- inhabitants
Who is the target group of city marketing? (user, not buyer)
- (possible) inhabitants
- businesses and investors
- tourists
- Higher grades + faster learning
- Never study anything twice
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By what factors is the identity of a city determined (USP)?
- site
- age
- appearance
- size
- attributes
- authenticity
What are the 3 main stages of city marketing?
- fragmented promotional activities
- city marketing mix
- towards city branding
What are the main goals of city marketing?
- Getting all urban actors to the point where they can profile the city to the outside world.
- The pure orientation of the objective of economic development.
- All activities to support different aspects of social welvare.
- Positioning the USP into the mind, to show added value compared to competitive market.
- Building a long-term positive image & loyalty on the part of the customer.
What is the difference between city marketing & business marketing?
- City marketing must take more stakeholders into account, because the city policy affects society!
- A city has fewer obligation with respect to the inhabitants than a company in terms of its employees.
- Policy document demand more scrutiny by all stakeholders, while a business can operate independent.
- The result is measures differently.
- Target is user, not buyer.
- A city wants wellbeing, a business want profit.
How do cities get money?
How can you measure the effect of city marketing?
- Brand familiarity: Ask the target group to name one/more products of the city.
- Brand image: Ask the image towards the city (positive, neutral, negative).
- Brand experience: Ask to give grading toward several characteristics.
Name some city marketing tools:
- trade fairs
- business seminars
- media
- sponsorship of cultural & sports events
- direct marketing
- road shows & study tours
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
