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1 UNIBO - Geomarketing - UNIT 3 - F. Fusco
Francesco Fusco
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Introduction
•Geomarketing and the associated activity of geo management is the process of delivering a territorial marketing plan, based on a detailed analysis of local (regional) characteristics.
•Geomarketing identifies the geo-physical structure of the territorial area under evaluation and adds up the thematic infrastructure and resource maps producing a complex 2-dimensional model of the region itself.
•Moreover it takes into account the attitude and the aims of the local community (i.e. stakeholders) to determine the real demand for development.
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The offer-demand matrix
•The output of the process is a matrix which links offer vs demand, in a structured way. It selects main local characteristics (offer) and sets the weight they can contribute to fulfil a given demand
Demand1
Demand2
Demandm
Offer 1 w11
Offer 2
Offer n wnm
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Matrix analysis
The offer-demand matrix undergoes a feasibility (threshold based) study to identify
1. Key elements to be enhanced
2. Target valuable customers
3. Affordable ( in time and costs) aims
4. Unfeasible objectives
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The effective plan
1. A simplified or effective plan can be derived, filtering the original raw marketing plan according to local objective features
Offer n
Offer 2
Offer 1
Demandn
Demand2
Demand1
Offer n
Offer 2
Offer 1
Demandn
Demand2
Demand1
Raw plan Filter Effective plan
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Benchmarking
Definition
Benchmarking is the technique (of public government) to compare the marketing plan against regional competitors
Due to digital communication and global mobility, competitors are no longer restricted to neighbours but even remote and distributed (virtual) regions must be included.
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How benchmarking is carried out
Site location managers identify main local features from the effective plan to be used for benchmarking.
Local characteristics are evaluated according to a conventional scale and respective, common origin, axes graphically normalised.
A diamond shape figure is then drawn up.
The enclosed area represents the overall offer of the region.
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The diamond shaped offer model
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The flexibility issue
•Global economy requires a deep evaluation of the flexibility of the regional system.
•Only fast adapting to outer changes systems can develop over the long term
•Continuous monitoring allows to verify needs for re- organization
•Digital economy offer good practises worldwide
•The diamond shaped offer must be updated
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Geomodeling
•Geomodeling is the technique to analyse the territory describing at local level thematic features, numerical spatial functions, natural and artificial characteristics
•Basically geomodeling helps in answering questions of the type
What … if
Where… if
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Geo-tools for geomarketing
•Specialised IT offers today tools for a proper management of territorial information.
•Fast computers and consolidated spatial algorithms give site location managers the mean to analyse the region features
•GIS software is now available even on standard desktop workstation
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Geographical information systems
A geographical information system (GIS) digitalizes the spatial description of geophysical features of real world.
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Georeferencing
Latitude is the arc distance from the Equator
Longitude is the arc distance from theGreenwich meridian
P
N
S
EO
P=P(,)
Every point on the Earth surface is associated to a couple of numbers: latitude, longitude
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Projection
The surface is projected over a 2-D plane. A mapping M links surface points to plane points. M=M(P)
A map is a projected subset of Earth surface on the 2-D plane
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Geomodeling the real world
Maps
Real world
The classification of spatial features generates several independent layers
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Representation techniques
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Spatial layers
A unique spatial reference system allows to overlap several different thematic maps (layers) and create new computed maps that can be further analysed to carried out specific territorial tasks
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Topology
1
2 3
4
1
2
3
4
Topology describes the mutual relations among spatial objects
5
Topology allows to answer to spatial queries
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Spatial analysis
How many restaurants are within the circle?
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Single access point
•Geomarketing can be used by public sector to sell a region.
•There is a need to identify a clear front-end where investors can apply to be fully served
•The single access point is a valid solution
•Public authorities should set up flexible access points to advertise and manage their resources
•The british one stop shop paradigm represents a flexible single access point model
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One stop shop paradigm
Organisation
Measurement
Services
Procedures
DemandEnvironment
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Conclusion
Geomarketing allows to fit a strategic marketing plan to specific local terriotrial characteristics
The analysis of local features can be addressed using Gis technology
Geomanagement adopts spatial models to carry out objective spatial analysis
Single access point managed by an independent agency constitute the proper mean to sell a region to investors
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Test Exercise
Calculate the number of firms potentially served (distance <500 mts) by a large band fiber cable laid down along the provincial street n.X
Estimate the potential impact on the number of visitors.