İnşaat firmalarının pazarlama yaklaşımları
Marketing approaches in construction industry
- Tez No: 46603
- Danışmanlar: PROF.DR. ZEYNEP SÖZEN
- Tez Türü: Yüksek Lisans
- Konular: Mimarlık, Architecture
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1995
- Dil: Türkçe
- Üniversite: İstanbul Teknik Üniversitesi
- Enstitü: Fen Bilimleri Enstitüsü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 67
Özet
ÖZET Bu çalışmada, pazarlama kavramının önemi vurgulanarak, özellikle Türkiye'de inşaat endüstrisinde faaliyet gösteren firmaların pazarlama yaklaşımları incelenmiştir. Giriş bölümünde, konunun belirlenmesindeki etkili faktörler ve çalışmanın amacı hakkında bilgi verdikten sonra, pazarlama kavramının tanımı, pazar araştırması, pazara giriş ve pazardaki sürekliliği sağlama sıralanmıştır. Pazarlamanın getirdiği sonuçlardan biri olan reklamın inşaat endüstrisindeki rolü incelenmiştir. Araştırma bölümünde ise, inşaat firmalarında üst düzey yöneticiler üzerinde yapılan bir anket çalışması ve bunun sonuçlan ele alınarak Türkiye'deki genel görünüme ışık tutulmaya çalışılmıştır. VII
Özet (Çeviri)
SUMMARY MARKETING APPROACHES IN CONSTRUCTION INDUSTRY Marketing is concerned to match an organization's capabilities with the wants of its customers. It must do this againist a background of the dynamic characteristics of the environment in which the matching takes place. This includes direct and indirect competition, economic uncertainties, legal and political constraints and institutional patterns. Marketing is about client care and client satisfaction. It is about identifying who the client really is and finding out from him what he believes his needs are. Marketing is about organizing capital, resources, people and equipment to meet the needs of the client. It is about doing all this at a profit to the company concerned. Marketing can reduce uncertainty - because of the activity of gathering market information and other forms of market intelligence; trends are revealed earlier, and better information is available on which to base decisions. A company is not selling services (or products) but rather than client satisfaction. In the simplest of terms marketing consists of four main stages: 1. The identification of customers and their individual needs. 2. The organization of the company's resources to meet these individual needs. 3. A clear recognition by the organization of the nature of its business. 4. The recognition of the need to plan for the future and build in organizational flexibility, so as to meet and cope with change. In the construction industry we mostly sell a service and not a product, whether it is an architect selling a design service, a quantity surveyor selling a cost prediction and cost management service, consultant engineers selling a structural or services design service, contractors selling a planning and organizing service, or sub contractors selling a construction service. Marketing is research-orientated. It involves homework and that means finding out about:. an organization's own strengths and weaknesses; VIII. competitors - who they are, their tactics, strengths and weaknesses;. clients - their unique needs and requirements;. existing and new market sectors and areas of profitable business growth;. the business environment in which the company operates. Marketing planning enables the company to define its objectives and tactics clearly and, of more importance, define them in terms of customer needs by market sector. Marketing planning makes it easier to; identify new oppurtunities by monitoring changes in client/market sector requirements as well as the external environment; develop or adapt services so as to meet the new requirements or satisfy the new needs; plan for future profitable growth. The marketing system approach is concerned with the business philosophy of being market-orientated, that is, an approach to running a business. This should not be confused with marketing tools or techniques (such as advertising, selling techniques and corporate identity development), which are used at the marketing planning and implementation stage. The major elements of the marketing system:. The client (by market sector). The organization's marketing mix.. The construction organization (non-marketing resources).. The environment (local, regionali national and international). For marketing planning to be effective, there is a need for market information to be available that is both current and accurate. Information such as the organization's performance in each of its activities, and overall; information about each market sector (the client); about the economy; important or critical resources and, competitors. Market research is about creating such information, so as it will flow into and around the organization and will allow senior management to:. understand how the market works and is performing;. identify marketing oppurtunities;. have available the necessary data for marketing planning. A marketing information system should permeate every aspect of a company's marketing and business planning activities. By definition, a marketing information system is interactive and future- orientated. It includes people, procedures (to prepare and disseminate information) and equipment (both hardware and software) to store and process it. The system is attempting to: IX. Determine what information is required for desicion making.. Gather this information and keep it in the simplest form and to the minimum amount possible.. Analyse it using quantative and other techniques.. Maintain a convenient“user-friendly”computer data base.. Create and maintain an awareness of and sensitivity towards future events.. Identify well in advance potential problems, and seek alternative solutions. Operate on a continuous cycle, updating and monitoring at a level suitable to the needs of the particular organization.. Handle information that is both internal and external to the company. Many in the construction industry consider selling to be about the entertainment of an architect, contractor or client. This may be a minor but often necessary component of selling, but it is no substitude for through homework, a proper professional presentation and sale“close”. Not a selling activities are short-term or immediate in their effect. Some activities connected with selling are longer-term, such as:. advertising;. the preparation of brochures and other sales literature;. some promotional activities;. training in the area of sales presentations and closing the sale. The advertising (or non-personal selling) of construction services will broadly be limited to posters, newspapers, technical, professional, trade and give-away journals, occasional television commercials, and the masses of free advertising available on site hoardings, partly complete buildings, plant such as tower cranes, vehicles and site offices. Firstly, it is important to distinguish between the process of advertising and the advertisement, which is in fact the message. Secondly, it should be realized that there are broadly two different kinds of advertising: 1. Corporate advertising 2. Service or product advertising. Direct action advertising. Indirect action advertising xFor good client communication the prerequisite is to develop a clearly thought out and consistent message about the company, and allow it to permeate all forms of client contact. It should permeate areas such as:. Client contact via staff at all levels and in all departments.. Contact between the board and staff members, and even contact between peer groups.. Shareholders, via annual accounts and other direct communication.. Directors and staff contact with clients.. Pensioners.. Trades union representatives.. A public relation function, usually aimed at the press and the media.. The corporate identity programme.. The advertising programme aimed at client groups and the public at large.. Technical and promotional literature. XI
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