Getting new residents to the city of Valkeakoski
Eskelinen, Emilia (2012)
Eskelinen, Emilia
Hämeen ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012112216108
https://urn.fi/URN:NBN:fi:amk-2012112216108
Tiivistelmä
ABSTRACT
This thesis is commissioned by the city of Valkeakoski, and the aim of it is to find out how the city of Valkeakoski could better attract its target markets through marketing activities.
The objectives of this Bachelor’s thesis are (1) to introduce theory concerning place marketing, marketing activities overall for example advertising, and the customer’s decision making process; (2) to conduct a research in order to find out the current situation of the city of Valkeakoski; (3) to analyse the data from the survey in order to find out what kind of challenges and problems the city of Valkeakoski has at the moment with its marketing, and what are the current strengths; (4) to give recommendations, which are based on the survey conducted and the theory introduced.
Place marketing means marketing a place instead of a good or service. The basic tools however are relatively similar with the so-called original marketing of products. That is why also advertising is one part of the theory in this Bachelor’s thesis. Since one of aims of place marketing is to get people purchase, also customer’s decision-making process is examined in order to be able to create as valid recommendations as possible. The study conducted for this thesis is a questionnaire to which the respondents answered in a form of an interview. Based on the results of the study and theory different answers to the research question ‘How to attract people and can marketing have an effect on it?’ were found. The answers are in form of recommendations.
The information was collected as desk research and field research. The materials collected via desk research are mainly books and e-journals for the theory, and the field research was used when conducting the survey.
This thesis is commissioned by the city of Valkeakoski, and the aim of it is to find out how the city of Valkeakoski could better attract its target markets through marketing activities.
The objectives of this Bachelor’s thesis are (1) to introduce theory concerning place marketing, marketing activities overall for example advertising, and the customer’s decision making process; (2) to conduct a research in order to find out the current situation of the city of Valkeakoski; (3) to analyse the data from the survey in order to find out what kind of challenges and problems the city of Valkeakoski has at the moment with its marketing, and what are the current strengths; (4) to give recommendations, which are based on the survey conducted and the theory introduced.
Place marketing means marketing a place instead of a good or service. The basic tools however are relatively similar with the so-called original marketing of products. That is why also advertising is one part of the theory in this Bachelor’s thesis. Since one of aims of place marketing is to get people purchase, also customer’s decision-making process is examined in order to be able to create as valid recommendations as possible. The study conducted for this thesis is a questionnaire to which the respondents answered in a form of an interview. Based on the results of the study and theory different answers to the research question ‘How to attract people and can marketing have an effect on it?’ were found. The answers are in form of recommendations.
The information was collected as desk research and field research. The materials collected via desk research are mainly books and e-journals for the theory, and the field research was used when conducting the survey.