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68-452: Such artistic districts can sometimes spontaneously occur in deprived areas where housing and artistic spaces are at enhanced economic level of affordability, due to a perceived low quality of housing or location. A classic example of this is the famous Kreuzberg area in Berlin which from the 1960s became home to artists and squatters and people seeking an alternative lifestyle. Another example

136-580: A boisterous alcohol-based nightlife scene does not lead to aggressive and anti-social behaviour. In the UK the term sometimes used is "Cultural quarter" or "Arts quarter". Americans for the Arts defines the following types of cultural districts: Steiner and Butler outline five types of arts districts commonly found in the United States. The creation of a cultural district implies collaboration between

204-619: A business or organization. Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies. The 7 P's of B2B marketing are: product, price, place, promotion, people, process, and physical evidence. Some of the trends in B2B marketing include content such as podcasts, videos, and social media marketing campaigns. Examples of products sold through B2B marketing include: The four major categories of B2B product purchasers are: Business-to-consumer marketing, or B2C marketing, refers to

272-498: A competitive advantage". For instance, the Chartered Institute of Marketing defines marketing from a customer-centric perspective, focusing on "the management process responsible for identifying, anticipating and satisfying customer requirements profitably". In the past, marketing practice tended to be seen as a creative industry, which included advertising , distribution and selling , and even today many parts of

340-488: A concrete process that can be followed to create a marketing plan . The "marketing concept" proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from Adam Smith 's book The Wealth of Nations but would not become widely used until nearly 200 years later. Marketing and Marketing Concepts are directly related. Given

408-414: A cultural district has emerged 'naturally,' then it grows from, builds on and validates existing community assets rather than importing assets from outside a community." Indeed, different conceptions of cultural districts include self-organization and emergence in different degrees (e.g. Lazzeretti, 2003; Le Blanc, 2010; Sacco et al., 2013; Stern & Seifert, 2007). Many authors argue that districtualization

476-408: A managerial approach that covered analysis , consumer behavior , market research , market segmentation , and planning . Phillip Kotler , popularised this approach and helped spread the 4 Ps model. McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners. One of the limitations of the 4Ps approach is its emphasis on an inside-out view. An inside-out approach

544-412: A market. In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way. The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing. B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards

612-657: A model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth P, mentioning the presence of two important dimensions, "communication" (general and informative communications such as public relations and corporate communications) and "promotion" (persuasive communications such as advertising and direct selling). Certain marketing activities, such as personal selling, may be classified as either promotion or as part of

680-416: A more consumer-orientated version of the 4 Ps that attempts to better fit the movement from mass marketing to niche marketing . Consumer (or client) The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer. Cost Cost refers to what is exchanged in return for the product. Cost mainly consists of

748-609: A more holistic and bottom-up approach rather than a linear top-down approach to analysis and design. This does not suggest inhibiting any attempt at prediction or planning. The use of qualitative analysis and rough estimations or agent-based modelling can represent a fertile ground for both future research, policy-making and managerial implications. Notable arts districts in the United States (alphabetical by city): Art districts in London include: Kreuzberg Kreuzberg ( German pronunciation: [ˈkʁɔʏtsbɛʁk] )

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816-479: A multiplicity of new markets. Market segmentation can be defined in terms of the STP acronym, meaning Segmentation, Targeting, and Positioning . Segmentation involves the initial splitting up of consumers into persons of like needs/wants/tastes. Commonly used criteria include: Once a segment has been identified to target, a firm must ascertain whether the segment is beneficial for them to service. The DAMP acronym

884-566: A result, housing was of low quality, but cheap, which made the borough greatly attractive to immigrants. Starting in the late 1960s, increasing numbers of students, artists, and immigrants began moving to Kreuzberg. Enclosed by the Berlin Wall on three sides, the area became famous for its alternative lifestyle and its squatters , especially the SO36 part of Kreuzberg. Starting in 1987, there have been violent riots in SO36 on Labour day. After

952-432: A section to the marketing mix. The 4Ps refers to four broad categories of marketing decisions, namely: product , price , promotion , and place . The origins of the 4 Ps can be traced to the late 1940s. The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton. The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within

1020-416: A specific type of food (e.g. Got Milk? ), food from a specific area, or a city or region as a tourism destination. Market orientations are philosophies concerning the factors that should go into market planning. The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product, is affected by the environment surrounding

1088-621: A structural form, exhibiting a certain degree of order and determinism. Such a linear top-down approach to analysis and design, however, exhibits many limitations when used for organizational settings characterized by a complex web of interdependencies. The view of a cultural district as a complex adaptive system suggests new ideas and approaches for policy-makers, designers and managers. It also opens up debate on issues of organizational design and change. All cultural districts are unique, reflecting their cities’ unique environment, including history of land use, urban growth and cultural development. There

1156-656: Is a district of Berlin , Germany. It is part of the Friedrichshain-Kreuzberg borough located south of Mitte . During the Cold War era, it was one of the poorest areas of West Berlin , but since German reunification in 1990, it has become more gentrified and is known for its arts scene. The borough is known for its large percentage of immigrants and descendants of immigrants, many of whom are of Turkish ancestry . As of 2006, 31.6% of Kreuzberg's inhabitants does not have German citizenship. Kreuzberg

1224-490: Is a subset of marketing research. (Avoiding the word consumer, which shows up in both, market research is about distribution, while marketing research encompasses distribution, advertising effectiveness, and salesforce effectiveness). The stages of research include: Well-known academic journals in the field of marketing with the best rating in VHB-Jourqual and Academic Journal Guide, an impact factor of more than 5 in

1292-422: Is conducted for two main purposes: better allocation of a firm's finite resources and to better serve the more diversified tastes of contemporary consumers. A firm only possesses a certain amount of resources. Thus, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Moreover, with more diversity in the tastes of modern consumers, firms are noting the benefit of servicing

1360-420: Is diametrically opposed to the popular concept of B2C or Business- to- Consumer where the companies make goods and services available to the end consumers. In this type of business model, businesses profit from consumers' willingness to name their own price or contribute data or marketing to the company, while consumers benefit from flexibility, direct payment, or free or reduced-price products and services. One of

1428-415: Is essentially spontaneous and that the conditions for formation can be recognized and sustained, not created from the top. If the conception of a cultural district as a complex adaptive system were accepted, the design process would be conceived as something more flexible, dynamic and in evolution. Complexity theory and complex adaptive systems should move understanding of supra-urban cultural districts towards

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1496-479: Is known for its diverse cultural life and experimental alternative lifestyles, and is an attractive area for many. However, some parts of the district are still characterized by higher levels of unemployment. Kreuzberg is bounded by the river Spree in the east. The Landwehrkanal flows through Kreuzberg from east to west, with the Paul-Lincke-Ufer street running alongside it. Other characteristics are

1564-399: Is no standard model. Most cultural districts are built to take advantage of other city attractions such as historic features, convention spaces and parks and other natural amenities . Structural considerations within or near the district, community leadership and social forces all influence the development of a cultural district and the type of district that results. Factors influencing

1632-672: Is the Shoreditch area in London, which had a large number of old commercial spaces which artists could use. Rather than town planners deciding that a particular area should have theatres and galleries, these spontaneous artists centres are driven by affordability of space and a concentration of mutual interests. There may also be some artists' studios located in nearby back-streets. But, as Richard Florida has found from his research, cultural production facilities are often better sited some miles away from cultural consumption facilities - except in some very tolerant cities and in countries where

1700-683: Is the point of the highest elevation in the Kreuzberg locality, which is 66 m (217 ft) above sea level. The hill is traditionally a place for weekend trips. It received its name from the 1821 Prussian National Monument for the Liberation Wars by Karl Friedrich Schinkel within the Viktoriapark , built in commemoration of the Napoleonic Wars . Except for its northernmost part—the quarter Friedrichstadt (established at

1768-401: Is the traditional planning approach where the organization identifies its desired goals and objectives, which are often based around what has always been done. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders. In contrast, an outside-in approach first seeks to understand the needs and wants of the consumer. From

1836-410: Is used as criteria to gauge the viability of a target market. The elements of DAMP are: The next step in the targeting process is the level of differentiation involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are: Positioning concerns how to position a product in the minds of consumers and inform what attributes differentiate it from

1904-528: The Hobrecht-Plan in an area that came to be known architecturally as the Wilhelmine Ring . Far into the 20th century, Kreuzberg was the most populous of Berlin's boroughs even in absolute numbers, with more than 400,000 people, although it was and still is geographically the smallest. As a result, with more than 60,000 people per square kilometer (160,000 people/sq mi), Kreuzberg had

1972-654: The Social Sciences Citation Index and an h-index of more than 130 in the SCImago Journal Rank are These are also designated as Premier AMA Journals by the American Marketing Association. Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects. The process

2040-515: The sales process engineering perspective, defines marketing as "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction". Some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well. In this context, marketing can be defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating

2108-767: The American bombing by over a thousand aircraft on 3 February 1945. In remembrance of the old tradition, the Axel Springer press company erected its German headquarters at Kochstraße again, right next to the Berlin Wall . In July 1945, most of the then district was assigned to the American Sector. After the Berlin Wall was built, the most important transit location to East Berlin was Checkpoint Charlie . After World War II, Kreuzberg's housing rents were regulated by law which made investments unattractive. As

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2176-439: The arts and the local community. Cultural districts may be seen by local authorities as a way to revitalize the “brownfields” of the urban core: areas of abandoned buildings that encourage businesses and residents to leave the cities . The developing theory of cultural districts increasingly conceives them as development models for local systems, where the term ‘district’ refers to supra-urban area. At supra-urban or regional level

2244-416: The arts community, providing marketing /promotion, box office services and property management; the other targets the district's business and property owners, offering urban design and development services or administrative support. The excitement and attraction of a cultural district is a high mixture of interesting things to do, places to see, and places to visit (both cultural and noncultural), across

2312-423: The basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes." Needs-based segmentation (also known as benefit segmentation ) "places the customers' desires at the forefront of how a company designs and markets products or services." Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment

2380-399: The case of services marketing . Other extensions have been found necessary in retail marketing, industrial marketing and internet marketing. In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in 1990. His classification is

2448-404: The centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential: Marketing research , conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs . Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on

2516-428: The competitor's products. A firm often performs this by producing a perceptual map, which denotes similar products produced in the same industry according to how consumers perceive their price and quality. From a product's placing on the map, a firm would tailor its marketing communications to meld with the product's perception among consumers and its position among competitors' offering. The promotional mix outlines how

2584-472: The complexity of a cultural district is even more marked than at urban level, due to potential interdependencies among a greater multitude of actors. A useful approach towards a deeper understanding can be to conceive cultural districts as complex adaptive systems . Indeed, complexity is definitely not a management fad and fashion, a mere metaphor or methodology, but a deeper perception of reality. Organizations are classically seen as purpose-driven entities with

2652-408: The consumer to attain the product, thus making them more likely to do so. Communication Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media. The term "marketing environment" relates to all of

2720-425: The day and evening. Some artist-activists are promoting the concept of a "Naturally Occurring Cultural District," or NOCD, patterned after the demographic concept of a naturally occurring retirement community . A NOCD "supports existing neighborhood cultural assets rather than imposing arts institutions somewhere new," according to Tamara Greenfield, co-director of NOCD-New York. Co-director Caron Atlas explained: "If

2788-450: The definition of marketing has evolved over the years. The AMA reviews this definition and its definition for "marketing research" every three years. The interests of "society at large" were added into the definition in 2008. The development of the definition may be seen by comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of business activities that direct

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2856-481: The direction of the cultural district varies according to its size, budget, mandated functions and degree of authority, resulting in widespread variation in the coordinated cultural programming and administration services offered by cultural districts. The coordinated agency appointed for the district must work carefully to ensure inclusiveness of concerns and to balance potentially conflicting interests. Cultural districts offer two major types of services : one targets

2924-418: The end of the 17th century)—today's Kreuzberg was a very rural place until well into the 19th century. This changed when, in the 1860s, industrialization caused Berlin to grow rapidly. This called for extensive housing—much of which was built exploiting the dire needs of the poor, with widespread land speculation. Many of Kreuzberg's buildings originate from that time. They were built on the streets laid out in

2992-481: The epicenter of LGBTQ life and arts in Berlin. Kreuzberg is home to the Schwules Museum , established in the 1980s and dedicated to preserving, exhibiting, and discovering queer history, art, and culture. Marketing Marketing is the act of satisfying and retaining customers . It is one of the primary components of business management and commerce . Marketing is typically conducted by

3060-457: The factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are: Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge

3128-439: The fall of the Berlin Wall, Kreuzberg suddenly found itself in the middle of the city again. The initially cheap rents and the high concentration of 19th-century housing made some parts of the borough more attractive as a residential area for a much wider (and richer) variety of people. Today, Kreuzberg has one of the youngest populations of all European city boroughs; statistically, its population has been completely swapped twice in

3196-416: The finest new-wave venues in the world. There has also been a significant influence stemming from African-American and hip hop culture on Kreuzberg's youth and the area has become a centre for rap and breakdance within Berlin. Though the majority of Kreuzberg's residents are of German or Turkish descent , some identify more with (African-)American or other cultures. Hip hop was largely introduced to

3264-723: The flow of goods, and services from producers to consumers". The newer definition highlights the increased prominence of other stakeholders in the new conception of marketing. Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator, Philip Kotler has evolved his definition of marketing. In 1980, he defined marketing as "satisfying needs and wants through an exchange process", and in 2018 defined it as "the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return". A related definition, from

3332-483: The highest population density in Berlin. Kreuzberg became a district of migration during the late 19th century when Berlin began growing rapidly as an economic and cultural hub. Before World War II, it was home to a diverse population, with a large portion of the population being Ashkenazi Jews . Central to Kreuzberg Jewish life was the Fraenkelufer Synagogue , with a capacity of 2,000. This synagogue

3400-532: The incorporation of suburbs and the reorganisation of Berlin into twenty boroughs. The eastern Friedrichsvorstadt, the southern Friedrichstadt , the western and southern Luisenstadt , and the Tempelhofer Vorstadt were merged into the new sixth borough of Berlin, first named Hallesches Tor . On 27 September 1921, the borough assembly of Hallesches Tor decided to rename the borough after the homonymous hill . Kreuzberg, literally meaning 'cross hill',

3468-533: The last two decades. Berlin's 2001 administrative reform combined Kreuzberg with Friedrichshain to form the new borough of Friedrichshain-Kreuzberg . Since the two areas are linked only by a single bridge over the Spree River, the Oberbaumbrücke , this combination seemed awkward to many residents. The two areas not being able to agree on a common location for the future borough's city hall,

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3536-415: The major benefit of this type of business model is that it offers a company a competitive advantage in the market. Customer to customer marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and

3604-506: The marketing environment. To overcome the deficiencies of the 4P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's are often included in cases such as services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity and the inseparability of production and consumption) warrant additional consideration factors. Other extensions include "people", "process", and "physical evidence" and are often applied in

3672-418: The marketing process (e.g. product design , art director , brand management , advertising, inbound marketing, copywriting etc.) involve the use of the creative arts. However, because marketing makes extensive use of social sciences , psychology , sociology , mathematics , economics , anthropology and neuroscience , the profession is now widely recognized as a science. Marketing science has developed

3740-474: The monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product. Convenience Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for

3808-541: The murdered Jews who lived in the area. In addition to housing, Kreuzberg was also an industrial center of Berlin. The "export quarter" along Ritter Street consisted of many profitable small businesses, and the "press quarter" along Koch Street ( Friedrichstadt ) was the home of most of Germany's large newspapers, as well as the Ullstein , Scherl , and Mosse book publishers. Both industrial quarters were almost entirely destroyed by air raids during World War II , with

3876-458: The nature of a firm's marketing environment and to attain information from suppliers. A distinction should be made between marketing research and market research. Market research involves gathering information about a particular target market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Market research

3944-587: The old U-Bahn line of the present-day U1, Görlitzer Park in the SO36 district, and Viktoriapark on the slope of Kreuzberg hill in SW 61 . Kreuzberg is divided into 2 zones ( Ortslagen ): In contrast to many other areas of Berlin, which were villages before their integration into Berlin, Kreuzberg has a rather short history. It was formed on 1 October 1920 by the Greater Berlin Act , which provided for

4012-417: The place (i.e., distribution) element. Some pricing tactics, such as promotional pricing, can be classified as price variables or promotional variables and, therefore, also exhibit some overlap. Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of

4080-420: The precise nature of specific concepts that inform marketing practice, the most commonly cited orientations are as follows: A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the marketing plan typically devotes

4148-558: The present location in Friedrichshain was decided by flipping a five- Mark coin. Kreuzberg has historically been home to Berlin's punk rock movement as well as other alternative subcultures in Germany. The SO36 club remains a fixture on the Berlin music scene. It was originally focused on punk music and in the 1970s was often frequented by Iggy Pop and David Bowie . In those days, the club rivalled New York's CBGB as one of

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4216-653: The product, the results of marketing research and market research , and the characteristics of the product's target market. Once these factors are determined, marketers must then decide what methods of promoting the product, including use of coupons and other price inducements. Marketing is currently defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". However,

4284-505: The seller, typically a retailer or manufacturer. Products can be marketed to other businesses ( B2B ) or directly to consumers ( B2C ). Sometimes tasks are contracted to dedicated marketing firms, like a media , market research , or advertising agency . Sometimes, a trade association or government agency (such as the Agricultural Marketing Service ) advertises on behalf of an entire industry or locality, often

4352-530: The sharing economy. The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods. A marketing orientation has been defined as a "philosophy of business management." or "a corporate state of mind" or as an "organizational culture." Although scholars continue to debate

4420-430: The siting of cultural districts include: perceived need for urban revitalization, existing investment, property value and preexisting cultural facilities. Unlike a cultural center or a shopping mall , a cultural district comprises a large number of property owners, both public and private, who control the various properties involved, hence a structural complexity . The effectiveness of the coordinating agency in guiding

4488-460: The tactics and strategies in which a company promotes its products and services to individual people. Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products.< Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations. It

4556-582: The youth of Kreuzberg by the children of American servicemen who were stationed nearby until the reunification of Germany . The art collective Berlin Kidz who are known for their pichação influenced graffiti , parkour , and train surfing are from the Kreuzberg area. The Carnival of Cultures , a large annual festival, celebrates different cultures and heritages with colourful street parades and festivities including street entertainment, food, arts and craft stalls, music, and art. Kreuzberg has long been

4624-462: Was destroyed during Kristallnacht , as were numerous Jewish businesses and property. The vast majority of Kreuzberg's Jews were deported to their deaths between 1942 and 1944 by the Nazis during The Holocaust , and their houses and businesses were seized and given to ethnic Germans. The Jewish Museum Berlin stands in Kreuzberg, and many Stolpersteine can be seen on Kreuzberg streets, commemorating

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