Zero Law “only the marketing that pivots on the territorial analysis, is a real marketing”
First Law “everything is related to everything else, but near things are more related than distant things” (Waldo R. Tobler)
The principle advocated by Tobler (University of California), determines what is also known as the basic law of Geography: the relationships between elements located in a geographic space are proportionally related on their proximity. For example, it’s not the same relationship between a pharmacy that is located 50 meters from a health care centre, and another pharmacy that is 300 meters away from the same health care centre.
Second Law “some locations are better than others for a given purpose”
Even thought this statement may seem obvious, the impact of this law is significant. A case study should be a leaflets distribution for a jewellery. You can choose a place with lot of pedestrian traffic, but, is that the area where your target audience moves?. If is not, you must find a place where you can find people with a high income. However, is not the same if you want to distribute leaflets for a new fast food restaurant.
Third Law “Spatial context can alter site efficiencies”
Suppose you are going to locate a business specialized in breakfast. A tourist place or a mall can be good places. On the other hand, it does not sound well to open your business on the outskirts, but if there is a large building of a public administration, can be the determining factor for our business to be more productive in an area, which it seemed, at first, a less interesting place.
Fourth Law Site of an optimal multisite pattern must be selected simultaneously rather than independently, one a time.
In this case, suppose that several locations are needed as a several pizza stores. Assume that only pizza delivery is provided, and the delivery is guaranteed within the next 30 minutes to any point of the city or the pizza will be free to our customer. If the first 15 minutes will be taken up by making and baking the pizza, it means that the delivery areas of each store must be no greater in size than 15 minutes driving time from a store, and that together the delivery areas of all stores must cover the town.
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