Synthesis and relationship marketing
The assumption made by the traditional marketing approach is that there is a point in time when a transaction occurs. This type of marketing is sometimes referred to as transaction marketing 4 . In the service sector there is also a point in time when, for example, a commission is made, but the relationship with the client can span several years. A marketing strategy geared solely to a single point in time would therefore be totally inadequate and inappropriate. It is not unusual for an...
What is strategic mapping
Physical maps redefine our understanding of physical reality. Mental maps redefine our organization of conceptual reality. They are the way in which we try to impose some order on a world of apparent chaos. These mental maps embody all the hopes, fears and aspirations that colour and shape our mental construct. They identify what we feel is of value and what we think is needed to achieve success. Strategic mapping identifies strategic options available to practices and then maps them out over...
The practice growth cycle
Ansoff's matrix combined with SWOT analysis is a crude but effective first stage in the strategic process. It can however offer a better insight into the present and future prospects of the company if the results are viewed in the light of the position of the organization in a growth cycle. Greiner's model 36 see Fig. 5.2 is a useful five phase growth model which is particularly relevant to professional service organizations. The five phases are characterised by both evolutionary and...
Foreword
Dr Francis Duffy, Chairman DEGW, Immediate Past President of the One of the most encouraging indicators of the recent recovery of confidence in British architects in the relevance of their own special skills is their new willingness to use marketing concepts and techniques to help them understand the people, the clients, the society for whom architectural invention is potentially so very important. It was very different not so long ago. Influential architects felt very strongly that to indulge...
A new approach Brian Richardson
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Market positioning superpositioning and copositioning
As stated in Chapter 2, market positioning is the act of communicating a distinct position in the marketplace. It is the attempt to distinguish design professionals from other service providers in the minds of existing and potential clients. It is not simply an image making exercise market positioning must relate to realizable benefits to the client. In other words, clients must know the real difference between design services and the services offered by other professions. In the case of...
Total quality management TQM and marketing
Total quality management is defined by Bov e and Thill 17 as 'an organisational philosophy based on the pursuit of quality and the management practices that lead to total quality. TQM is a holistic approach that requires quality service provision to clients with a corresponding quality culture throughout the entire practice. Quality is defined as conformance to requirements and is seen as a necessary ingredient for long-term success. TQM should not be confused with accreditation to BS EN ISO...
Core actual and augmented services
Many of the strategic and tactical marketing problems that face design professionals revolve around the question of what level of service is required to win the commission and ultimately to satisfy the client. Design professionals offer a design solution to a client's problem. This is the unique core service on offer to clients see Fig. 2.2 . The delivery of the actual service might involve a wider range of other activities than simply design. For example, other disciplines could be involved as...
The marketing discipline and a crisis of abundance
At the beginning of the century, mass production methods operated in the manufacturing sector. Initially, the supply of goods was met by an apparently inexhaustible demand. Indeed, in 1913, Gide 6 wrote in his book Cours d' conomie politique 'judging by the poverty of the great majority of mankind, it would seem as if production always lagged behind wants, and as if all our efforts should be turned towards hastening it on as much as possible'. Gide felt that a 'crisis of abundance' could be...