Marketing Design and Construction Services

by L. William Murray, Jr., Prof. of Business; Univ. of San Francisco, San Francisco, Calif.,

Serial Information: Journal of the Construction Division, 1982, Vol. 108, Issue 2, Pg. 277-288

Document Type: Journal Paper

Abstract: A survey of approximately ninety of the largest domestic professional firms engaged in process engineering design and construction, and of eighty of the largest clients of those services, was undertaken to ascertain current marketing practices and preferences. Forty-three of the firms surveyed and thirty-eight of the clients responded. The client and firm respondents agreed that the single most important marketing asset is the project manager. Firm respondents tend to overestimate the importance of proposed project costs in the client's evaluation of the proposal. Client respondents heavily weight the firm's scope of work statement in their determination of the quality of services offered by the firm. As the complexity of the services increase, clients tend to use more and more pre-qualification of firms. This results in a two-stage marketing problem for the firm: The first is to be initially pre-selected, and the second is to win the contract award over other qualified firms.

Subject Headings: Client relationships | Marketing | Surveys (non-geomatic) | Construction companies | Assets | Project management | Managers |

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