Area marketing techniques in Japan

This paper is written not from the viewpoint of a scholar, but from the insight of a business consultant since the author has been working as a commercial consultant in the field of marketing for many years. In this respect, the paper is more business oriented than scholastic. Most questions the author received from customers have been on the issue of “how to sell their products for making money.” In response to such questions, the author, who has experience in the consulting business for more than twenty years, usually introduced a marketing theory known as “Area Marketing,” conceptualized in Japan. To effectively apply this theory to customers, the author suggests the importance of paying attention to the specific demands of regions based on their characteristics rather than relying on either standardized or generalized marketing techniques.This paper begins first with explanations of a premise for the main issue in marketing, second with the Area Marketing in Japan, and ends with the author’s own analysis of Area Marketing processes, which is summarized in a chart form in appendix A