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Liverpool Relaunched 34 PART ONE THIS IS MARKETING Liverpool relaunched A golden opportunity to put things right came in Read the questions, then the 2008 when Liverpool became the European Capital of case material, and then answer Culture. Over £2 billion was invested in the city to fund the questions. such ambitious plans as reinventing rundown Para- dise Street as a suitable venue for a variety of enter- tainments, including street theatre and music. The Questions rejuvenation of Liverpool was one of Europe’s biggest 1. What problems did Liverpool face in attracting regeneration projects. The impressive waterfront and tourists? (Use the information in the case study, the city’s fabulous architecture were cleaned up and but you may also want to look up Liverpool, and shown off. New facilities were provided. New hotels rival cities, on the Internet.) were built. This was Liverpool’s chance to show the 2. How could good marketing help to overcome world what a great place it really was. these problems? Liverpool has always had a lot to boast about. As 3. Write a short piece (approx. 200 words) on Liv- well as writers such as Beryl Bainbridge, Willy Rus- erpool for inclusion in a tourist guide. You should sell, Alan Bleasdale, Catherine Cookson and Roger identify different aspects of the city that will appeal McGough, Liverpool has produced many pop-cultural to different types of visitor. icons. More artists with number-one hits were born in 4. How could relationship marketing help Liverpool Liverpool than in any other British city. Its most famous to attract more visitors? sons are, of course, The Beatles. These symbols of the 1960s fi rst played at the Cavern club – now rede- In its heyday, as England’s busiest port, Liverpool saw veloped as a Beatles museum. The National Trust now the launching of many fi ne ships but, with those glory owns John Lennon’s childhood home (a gift from his days long gone, the city was in need of a relaunch itself. widow, Yoko Ono-Lennon) and opened it to public view. For years Liverpool had suffered from jokes and Liverpool Football Club has been one of the country’s abuse and for being more famous for its sense of premier clubs for decades. Comedians as diverse as Ken humour than its work ethic. TV programmes such as Dodd, Jimmy Tarbuck and Lily Savage all hail from the city. Bread, Brookside and The Fast Show built a picture Cilla Black started her days (as Priscilla White) singing in of Liverpool as a city of lazy benefi t fraudsters and Liverpool, and more recent music exports include Atomic chancers. As a result, most tourists, shoppers and Kitten, Space, the Lightning Seeds, the Coral and Cast. business travellers avoided it, fearing for their wallets Unusually for a city, Liverpool has been abroad and their safety. Yet locals always claimed that the itself. Its wealth of architectural styles and the gran- Northern city’s poor image was invented by London- deur of its buildings have made it an ideal fi lm double based media and that the truth was very different. for a number of European cities, including Moscow, Dublin, Paris and, most surprisingly, Venice. The most dramatic aspect of Liverpool has always been best viewed from the Mersey. It is, of course, the UNESCO listed waterfront with its ‘three graces’: the Royal Liver Building, the Cunard Building and the Port of Liverpool Building which together form one of the world’s most well-recognised skylines. Liverpool’s docks were once among the busiest anywhere and the Albert Dock remains so, though now it is home to thriving bars, restaurants and shops, upmarket apartments and the Tate art gallery rather than ocean-going ships. Even with all these advantages, if the city was to make it on to every tourist’s must-see list, it had a Image provided by The Merseyside Partnership (TMP) lot of image rebuilding to do. A spokesperson for the Liverpool’s waterfront (Continued) 01-Materson-4047-Ch-01.indd 34 18/08/2010 4:12:10 PM CHAPTER 1 MARKETING TODAY 35 (Continued) City Council said, ‘People just haven’t been listen- Liverpool was a smash hit as Capital of Culture in ing. Unemployment is reducing and it is one of the 2008 and has managed to build on that success. It safest cities in the country. Liverpool has art galler- has been named in the top three UK city break des- ies, shopping centres and trendy bars. We are also tinations for the second successive year by readers of close to becoming the fi lm capital of Britain with the travel bible, Condé Nast Traveller Magazine, and was number of fi lms shot here. I don’t see why it should recently voted the best loved of Britain’s non-capital cities. be a problem marketing ourselves to the UK and SOURCES: BBCi, n.d. Liverpool City Council, n.d.; Liverpool abroad.’ 08 n.d.; Singh, 2003; Visit Liverpool, n.d. REFERENCES Allen, R. (ed.) (2000) New Penguin English Dictionary. Harmondsworth: Penguin. American Marketing Association (AMA) (2007) Community ‘AMA defi nition of marketing’, American Marketing Association. Available at: www.marketingpower.com/Community/ARC/ Pages/Additional/Defi nition (accessed 06/11/2009). Bagozzi, R.P. (1975) ‘Marketing as exchange’, Journal of Marketing, 39 (Oct): 32–39. BBCi (n.d.) Capital of Culture (web page). Available at: www.bbc.co.uk/capitalofculture (accessed 10/08/2003). Benedictus, L. (2007) ‘Psst! Have you heard?’, The Guardian, 30 January. Berry, L.L. (1983) ‘Relationship marketing’, in L.L. Berry, G. Shostack and G. Upah (eds), Emerging Perspectives on Services Marketing. Utah: American Marketing Association. Chartered Institute of Marketing (CIM) (n.d.) Marketing Glossary. London: Chartered Institute of Marketing. Available at: www.cim.co.uk/cim/ser/html/infQuiGlo.cfm?letter=M (accessed 11/06/2007). Co-operative Bank (n.d.) Social Responsibility. Available at: www.co-operativebank.co.uk/ partnership1997/97_local_social.html (accessed 30/10/2009). Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O. (2006) Marketing Concepts and Strategies (5th European edn). Boston, MA: Houghton Miffl in Company. Doyle, P. (2002) Marketing Management and Strategy. Harlow: FT/Prentice Hall. Hooley, G.J., Lynch, J.E. and Shepherd, J. (1990) ‘The marketing concept: putting theory into practice’, European Journal of Marketing, 24 (9): 7–24. Jobber, D. (2006) Principles and Practice of Marketing (4th edn). New York: McGraw-Hill. Kaur, G. and Sharma, R.D. (2009) ‘Voyage of marketing thought from a barter system to a customer centric one’, Marketing Intelligence and Planning, 27 (5): 567–614. Kiley, D. (2005) ‘Not every brand is a lifestyle brand’, Business Week, 5 July. Kohli, A.J. and Jaworski, B. (1990) ‘Market orientation: the construct, research propositions and managerial implications’, Journal of Marketing, 54 (April): 1–18. Kohli, A.K., Jaworski, B.J. and Kumar, A. (1993) ‘MARKOR: a measure of market orientation’, Journal of Marketing Research, November: 467–77. Kotler, P. (1977) ‘From sales obsession to marketing effectiveness’, Harvard Business Review, Nov–Dec: 67–75. Kotler, P. and Levy, S. (1969) ‘Broadening the scope of marketing’, Journal of Marketing, 33 (Jan): 10–15. Levitt, T. (1960) ‘Marketing myopia’, Harvard Business Review, July–August. Levitt, T. (1975) ‘Marketing myopia: a retrospective commentary’, Harvard Business Review, Sept/Aug: 1–14. Liverpool City Council (n.d.) Liverpool, European Capital of Culture. Available at: www. liverpool.gov.uk (accessed 10/08/2003). 01-Materson-4047-Ch-01.indd 35 18/08/2010 4:12:10 PM.
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