Compared to rural marketing, urban marketing promotes the city or district and encourages certain activities in the city. It is also known as place marketing.
Urban marketing vs rural marketing
Traditionally, urban marketing and rural marketing have been different. They are both important parts of the marketing mix, but they have been differentiated based on a number of factors. Among them are the geographic format of living, the social structure of the community and the media habits of consumers.
Both types of communities have their own benefits and drawbacks. However, smart companies can earn the trust of influential stakeholders by developing a trust ecosystem. For example, a well-thought out marketing campaign for an untapped rural market will incorporate local values into its communications.
Despite the differences, the two markets share many common cultural characteristics. For instance, there are similarities in the way urban and rural customers perceive a good product or service. Likewise, both markets require a variety of strategies to reach them. A marketing campaign aimed at urban consumers will need to be more aggressive than one aimed at a rural population.
For example, a well-crafted ad featuring a jazz musician will do better in an urban market than a similar ad in a rural setting. Similarly, a brand-new car will be more attractive to an urban consumer than a model that has been in circulation for a while.
A good example of rural marketing is direct mail. A rural campaign may include a partnership with a store in the area. Another good strategy is to produce a local newspaper advertisement.
Rural marketing is also about exploring the area. This can involve a number of different activities, such as promoting a product or distributing a brand-new product. It also involves a company’s understanding of the local community and its economic and political influences.
Unlike their urban counterparts, consumers in rural communities have fewer opportunities for shopping. Their purchasing behavior is impacted by a number of factors, including society, their income and their educational level. It is also important to note that the cost of serving consumers in rural areas is more than in urban areas. Often, the rural consumer is more likely to buy a tractor than a luxury car.
In order to achieve a successful campaign, a marketer must learn about the cultural differences between the two markets. They must then devise a separate methodology for both markets.
Blue collar vs white collar
Historically, white collar and blue collar jobs have been thought of as two separate categories. However, both are professional sectors that can earn high wages based on their expertise. In the 20th century, these professions grew in popularity.
Traditionally, blue collar workers have been manual workers, typically in factories or production lines. These positions may include a wide variety of tasks, such as operating machinery, manufacturing products, or working in workshops. They may also be employed in a non-office setting, such as in construction sites. They wear dark-colored clothing and protective gear to protect themselves from dirt.
They can earn high salaries, but may not be as well-educated or skilled as a white collar worker. They may not receive as much in benefits or social insurance. Their jobs may require extensive hours, especially on weekends. This can lead to financial insecurity, as their work hours decrease over time.
Researchers administered questionnaires separately for both groups of workers, with blue collar workers being asked to state the title of their job and white collar workers to list the types of responsibilities they had. They then randomly selected two factory workshops in each company to conduct the study. A total of 600 questionnaires were distributed, with 541 valid responses returned.
The workers were also asked about their satisfaction with certain aspects of their job, including the amount of physical exertion required and the length of their workweek. The mean value of these conditions was higher for production line workers than white collar workers. These workers were also more satisfied with the company’s culture, union presence, and company development. In addition, blue collar workers were more likely to be satisfied with the skills training they received.
Aside from highlighting differences in work settings, the survey findings also suggest that both professional categories can have high earnings based on their expertise. In fact, both groups of workers are fairly evenly split between the low-wage group and the enterprise-focused group. These workers had the highest mean for salary, welfare, and work conditions.
The results also suggest that younger workers are more likely to prioritize decent work criteria. They are more satisfied with the social and health benefits they receive, and are more likely to be satisfied with trade unions and fair and equitable treatment at work.
Ecological environment quality
During the second half of the twentieth century, a new environmental ethos was ushered into the world. This new era of sustainability was characterized by an increase in the amount of environmental awareness, which led to an increased desire to conserve the natural environment.
The study investigates how this new ethos has shaped contemporary urban ecology. The authors propose a conceptual model to promote sustainable urban development. They analyze how ecological environment quality is antecedent to the development of the city, as well as its subsequent impact on city recognition, perceived quality, and city image.
The study found that a combination of ecological environment quality and city image is the antecedent to a city’s sustainability. This is because ecologically based city image can add value to the city’s reputation. The aforementioned effect is also borne out by the fact that ecologically based city image is likely to be better suited for a wide range of target groups.
The study also investigated how the aforementioned effect is achieved. The authors suggest that increasing public awareness could help reverse construction priorities. They also suggest that environmental crises, like climate change, undermine long-term economic development. They believe that the social sciences play an important role in protecting the environment. The authors suggest that in order to achieve sustainable urban development, we need to adopt a holistic approach to the issues of the environment.
The study used an eco-environmental quality survey to gauge the level of perceived quality in Indonesian cities. It measured a series of ecological quality indicators. The results were compiled into an interisland environmental quality index, or Indeks Kualitas Lingkungan Hidup (IKLH). The IKLH scores ranged from 0.864 for Java to 82 on other islands in Indonesia. The standard deviation was 0.742 and 1.011, respectively.
It is worth noting that the study does not support the H11 and H12 hypotheses. However, it does find that there is no direct correlation between ecological environment quality and perceived quality. Furthermore, the effect of city image on perceived quality is not as strong as the study suggests.
The aforementioned study highlights the need for further research. One of the next steps is to conduct a comparative study using different environmental quality measures. Similarly, the authors are interested in examining how ecologically based city image can be better tailored to the cultural context of different target groups.
Potential negative impacts of urban marketing
Often, sustainable innovations are tailored to urban markets. In particular, environmental quality is considered an asset of cities. This article proposes a conceptual model for urban marketing based on ecological environment quality. It aims to contribute to expanding the theoretical framework for sustainable urban development. It provides a case study of contemporary urban ecology.
An urbanization process is often accompanied by transformational potential. In fact, it is estimated that by 2030, 50% of the world’s population will live in high-density clusters. This increased density is driving up the consumption of resources. In addition, anthropogenic activities release pollutants, which then cause a chemical reaction in the air, leading to acid rain. Hence, immediate compensation of natural resources is difficult.
However, the potential negative impacts of urban marketing may not be as catastrophic as many people think. Indeed, the growth of urban centres has been a major contributor to the development of India. The country is expected to become the fifth largest economy in the world by 2023. This has prompted Indians to migrate from rural areas to urban areas. This migration, in turn, has led to a rapid increase in the number of urban dwellers. Moreover, the opening of the Indian economy has resulted in a surge of growth.
Nevertheless, this growth will result in a significant environmental impact, as more and more resources are consumed. Therefore, a clear theoretical framework is needed in order to understand how to reduce this potential. It is also important to address the intention-action gap, which is a fundamental factor in creating successful sustainable urban development. Ultimately, it is vital to develop a city-specific, sustainable business strategy.