Marketing's Role in Construction Firms

by Richard M. Bessom, Assoc. Prof. of Marketing; Coll. of Business Administration, Arizona State Univ., Tempe, Ariz.,

Serial Information: Journal of the Construction Division, 1975, Vol. 101, Issue 3, Pg. 647-659

Document Type: Journal Paper

Abstract: Construction firms that survive and prosper in the more competitive and dynamic market now developing will need more effective marketing practices to supplement innovative construction management, and to continuously adapt their outputs of construction services to changing customer needs. The seller's market for construction services is being replaced by a buyer's market in which customers are more discriminating about the services they purchase and the firms that perform them. Now management must focus on customers' needs, and develop service capabilities for selected customers plus communications and pricing strategies that are mutually beneficial. This marketing planning process is enhanced if management perceives its firm as a marketing system in which the firm inputs knowledge about changing environmental factors and market needs as a basis for making strategic marketing mix decisions that adapt the firm's service outputs to dynamic market forces.

Subject Headings: Construction companies | Marketing | Client relationships | Innovation | Pricing | Environmental issues |

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