Building Profiles In the Construction Industry

Name: Building Profiles In the Construction Industry
Price: 76.01 USD
Availability: InStock
ISBN: 9780071349857

ISBN-10: 0071349855

ISBN-13: 9780071349857

Edition: 2000

Authors: McGraw-Hill Staff

List price: $74.95

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Description:

This book provides instruction on cyberspace marketing, technological innovation, partnering, quality improvement, email use, and other tools for construction marketing and sales. It offers a review of the newest marketing hardware and software for the building industry, and analyzes new procurement methods like design-build. Included is a CD- ROM featuring over 1000 Web links, marketing plans and press releases, and marketing materials from around the United States. Kubal is an executive with a construction company. Miller and Worth are executives with marketing firms. Annotation copyrighted by Book News, Inc., Portland, OR

Book details

List price: $74.95
Copyright year: 2000
Publisher: McGraw-Hill Professional Publishing
Binding: Hardcover
Pages: 448
Size: 7.75" wide x 9.75" long x 1.25" tall
Weight: 2.398
Language: English

The New Realities of Construction Services Marketing	p. 1
Introduction	p. 1
This Book's Presentation	p. 2
Basic New Concepts	p. 5
The Global Village	p. 6
Electronic Capabilities	p. 6
Commodity Services	p. 7
Bonding Rather Than Selling	p. 8
Risk Transference	p. 9
Time Compression	p. 11
Partnering	p. 11
Marketing Principles That Will Never Change	p. 13
Marketing versus Sales	p. 15
Perception Is Everything	p. 16
Some Customers Are Best Ignored	p. 18
Treat Clients as Friends	p. 20
Know Your Customer	p. 23
Summary	p. 24
Virtual Construction	p. 25
Introduction	p. 25
What Construction Could Be Today	p. 26
Virtual Construction	p. 26
The Information Age	p. 28
The Virtual Age	p. 28
Virtual Technology Trends	p. 30
External Changes	p. 30
Internal Improvements	p. 33
Subcontractors' Roles	p. 33
Design-Build Contracting	p. 34
Time Compression	p. 35
Virtual Construction Industry	p. 36
Technological Trends	p. 36
Summary	p. 43
Creating a Market-Driven Sales Culture for Growth and Change	p. 45
Introduction	p. 45
Overcoming the Architecture of the Building Industry Culture and Breaking Out of the Mold	p. 47
What Innovative Companies Are Doing to Prepare for the Future	p. 49
Best Practices: Case Studies	p. 49
You Control Your Future and the Future of Your Company	p. 55
Commitment Necessary to Sink or Swim	p. 57
What Can You Do to Ensure You Are on the Right Track?	p. 58
Establishing a Climate of Success for Your Team	p. 58
Mission Statements	p. 58
Notes	p. 59
Research Is the Foundation of Your Marketing Plan	p. 61
Introduction	p. 61
Marketing Research: Building Your Foundation to Protect Your Assets	p. 63
Marketing Research in the Past versus the New Reality of Research	p. 63
Planning a Research Program for Your Company	p. 64
Using the Web for Information Gathering	p. 66
Customer + Competition + Markets + Database	p. 66
How to Get There	p. 67
Internet Search Tools	p. 67
Search Tips	p. 71
Associations	p. 71
Construction-Related Sites	p. 73
Government Databases	p. 74
Resource Sites	p. 75
The Wonders of Web Pages	p. 76
Newsgroups	p. 79
E-Builder	p. 79
Data Gathered and Effective Lists	p. 80
Low-Cost Surveys and Audits	p. 81
Database Management for Intelligent Marketing Research Decisions	p. 82
Notes	p. 83
Creating Your Marketing Plan	p. 85
Introduction	p. 85
A Definition of Marketing	p. 86
Achieving What You Want through Mission Statements	p. 88
Marketing Mix	p. 88
Situation Analysis	p. 89
Product, Price, Promotion, and Profits--the Four P's	p. 91
Strategies + Action Plans = Marketing Plan	p. 92
Monitoring Results	p. 94
Now It's Time to Do It!	p. 95
Typical Marketing Plan	p. 95
Notes	p. 102
Preconstruction Services and Promotion	p. 103
Introduction	p. 103
Building Value through Promotion Methods	p. 104
Promotion Methods	p. 104
Preliminary Cost Estimates	p. 105
The 24-Hour-a-Day Availability	p. 107
Becoming an Industry Expert	p. 108
Establishing Networking Goals	p. 113
Proactive Management through Prospecting	p. 114
Building Your Reputation as a Leader	p. 115
Positive Attitudes	p. 116
Follow Up! Follow Up! Follow Up!	p. 116
Monthly Reports	p. 117
Notes	p. 117
Marketing and Sales Technology	p. 119
Introduction	p. 119
Internet	p. 120
Digital Cameras	p. 120
How Digital Cameras Work	p. 120
Improvements in Resolution	p. 121
Managing Problems with Digital Cameras	p. 121
Digital Cameras on the Job Site	p. 122
Job-Site Video Cameras	p. 122
Presentations	p. 122
PowerPoint	p. 123
Projectors	p. 124
Communications	p. 125
Virtual Reality Models and CD-ROMs	p. 125
CD-ROM Brochures	p. 125
Voice Recognition Technology	p. 126
Personal Digital Assistants (PDAs) and Personal Communication Systems (PCSs)	p. 127
Project Information Managers	p. 129
Other Powerful Marketing Software Tools	p. 130
Note	p. 131
Marketing Communication Plan	p. 133
Introduction	p. 133
What Is Marketing Communication?	p. 134
Establishing Your Goals and Objectives	p. 135
Identifying Your Competitive Advantages	p. 136
Zeroing In on Benefits	p. 137
The Key Selling Point	p. 141
Defining Your Target Audience	p. 141
Demographics and Psychographics	p. 141
Speaking to One Person	p. 144
Developing a Creative Strategy Statement	p. 144
Producing a Creative Platform	p. 145
Ensuring Ease, Efficiency, and Effectiveness	p. 148
Marketing Materials	p. 149
Introduction	p. 149
The Role of Marketing Materials in the Decision-Making Process	p. 150
Marketing Communication Materials	p. 150
Advertising	p. 152
Selecting the Right Advertising Media	p. 153
Buying Ad Space	p. 155
Creating Effective Print Advertisements	p. 155
Advertising for Radio or Television	p. 159
Collateral Material	p. 162
Brochures	p. 163
Newsletters	p. 173
Project or Product Sheets	p. 179
Site Signs	p. 183
Article Reprints	p. 184
Other Forms of Collateral Materials	p. 184
Direct Mail	p. 185
Strengths and Weaknesses of Direct Mail	p. 185
Creating Effective Direct Mail	p. 186
Mailing Lists	p. 187
Publicity	p. 188
Advantages and Disadvantages of Publicity	p. 188
Internet	p. 189
Strengths and Weaknesses of the Internet	p. 190
Exhibits	p. 191
Developing Trade Show Exhibits	p. 192
Presentations	p. 193
Producing Your Marketing Communication Materials	p. 193
Research	p. 194
Planning	p. 194
Strategy	p. 195
Media Planning	p. 195
Photography	p. 196
Graphic Design and Copywriting	p. 197
Programming	p. 199
Vendor Management	p. 200
Notes	p. 203
Getting Publicity for Your Business	p. 205
Introduction	p. 205
Publicity's Advantages and Disadvantages	p. 207
Developing a Plan	p. 208
Establishing Goals	p. 209
Creating a Media List	p. 210
Meeting the Press	p. 214
Developing a Strategy	p. 217
Writing for Publicity	p. 222
The Anatomy of a Press Release	p. 223
Template Press Releases for All Occasions	p. 227
Writing Feature Articles	p. 228
Publishing Articles	p. 235
Advertorials	p. 239
Speaking	p. 240
Publicity on the Internet--The New Frontier	p. 246
Developing a Distribution List	p. 246
Software	p. 246
Sending Your Message	p. 247
Crisis Management	p. 247
Note	p. 248
Marketing on the Web	p. 249
Introduction	p. 249
Should I Have a Web Site?	p. 250
Electronic Commerce	p. 250
Promotion	p. 251
Conducting Business Using Extranets	p. 251
Communicating with Employees via Intranets	p. 253
Recruiting	p. 253
Planning for a Web Site	p. 254
Take Advantage of the Web's Strengths	p. 255
The Web's Unique Advantages	p. 255
The Web's Perceived Disadvantages	p. 256
What Makes Web Sites Succeed?	p. 257
What Should I Do If I Want a Site?	p. 258
Establish Your Goal	p. 258
Create an Outline	p. 258
Develop an Organizational Chart	p. 259
Obtain the Necessary Tools or Outside Reources	p. 259
Build Your Web Site	p. 262
Establish Links	p. 265
Select an ISP and Register a Web Address	p. 266
Maintenance	p. 269
How Much Does It Cost?	p. 270
If I Build It, Will They Come?	p. 271
Register Your Web Site	p. 272
Design Web Pages So People Will Find Them	p. 272
Use Key Words and Meta Codes	p. 272
Get Hyperlinked	p. 272
Advertise	p. 273
Take Advantage of the Web	p. 273
Notes	p. 273
Marketing Traditional Lump-Sum Projects	p. 275
Introduction	p. 275
Qualification Requirements	p. 275
Getting Organized to Market Lump-Sum Bid Work	p. 277
Strategic Planning	p. 277
Standard Qualification Package	p. 277
Electronic Qualification Statements	p. 278
Software for Customer Contacts	p. 278
Responding to Qualification Requests	p. 279
Corporate Experience	p. 279
Similar Experience Requirements	p. 280
Personnel Resources and Their Experience	p. 280
Financials Including Bonding Capability	p. 281
References	p. 281
Additional Qualification Requirements	p. 282
Qualification Format	p. 282
Marketing Strategies for Lump-Sum Work	p. 287
Existing Clients	p. 287
Cold Calls	p. 288
Follow-Up	p. 289
Getting Qualified and Staying Qualified	p. 289
Preconstruction Services: A Path to Sales	p. 290
Select List of Bidders	p. 291
Know Your Customer	p. 292
After Qualifying, Price Is Everything	p. 294
Follow-Through Marketing	p. 295
Selecting Targets: Rifle versus Shotgun Approach	p. 295
Know Your Estimating Department	p. 296
Moving from Lump-Sum to Negotiated Work after the Initial Sale	p. 297
If You're Marketing Lump-Sum Work, Take Care of Your Subcontractors	p. 298
Is Partnering on Lump-Sum Work Possible?	p. 300
Postproject Completion Marketing	p. 300
Marketing Directly to Purchasers of Construction Services	p. 303
Introduction	p. 303
Marketing to Owners	p. 304
Pinpointing the Decision Maker	p. 304
The Owner's Perspective	p. 306
Select List and Other Prequalification Requirements	p. 308
Final Selection Criteria	p. 309
Marketing the Required Expertise	p. 310
Marketing Using Preconstruction Services, Planning, and Budgeting	p. 311
Marketing for Repeat Work	p. 313
Forming Alliances for Long-Term Growth	p. 314
Owners Associations: Marketing Gold Mines	p. 315
Virtual Marketing to Clients	p. 317
Debriefs: A Path to More Effective Marketing and Sales	p. 318
Marketing to Architects and Engineers	p. 318
The First Choice after Direct Client Marketing	p. 318
The Requisite Two-Way Street of Sharing Information	p. 319
Alliances to Extend a Firm's Capabilities	p. 320
Budgeting and Constructibility Reviews for Design Firms	p. 321
Joint Ventures and Joint Marketing for Niche Markets	p. 322
Virtual Geographical Expansion for Expanded Sales	p. 323
A Required Membership	p. 324
Marketing to Developers, Construction Managers, and Owners' Representatives	p. 324
The Increasing Use of Consultants and How They Affect Marketing	p. 327
Qualifications Are Imperative	p. 328
Recognizing the Owner's Reasons for Involving Consultants	p. 329
Maintaining a Successful Contact Database	p. 329
Marketing the Right Contact	p. 330
Inappropriate Marketing Alliances or Teaming	p. 330
Summary	p. 331
Design-Build: A Whole New Era	p. 333
Introduction	p. 333
Design-Build versus Engineer-Procure-Construct	p. 333
Legal Simplification	p. 335
Time Compression	p. 336
CAD File Ownership	p. 337
Early Involvement by Contractors	p. 337
Design-Build Capability Strategies	p. 338
Outsourcing Design Work	p. 338
Alliances	p. 338
Subcontracting	p. 339
Internal Design Resources	p. 340
Marketing Using the Various Teaming Arrangements	p. 341
Quality Issues	p. 344
Initial Design-Build Marketing	p. 344
Design-Build Is an Option Available to All Contractors	p. 345
Marketing Design-Build by Teaming or Alliances	p. 345
Exclusive Contractor Marketing for Design-Build	p. 347
Joint Marketing with Architects and Engineers	p. 348
Marketing Design-Build Using Preconstruction Services	p. 349
Getting Subcontractors Involved Early	p. 349
Virtual Alliances with Clients	p. 351
Contractual Relationships	p. 352
Various Degrees of Design-Build Contracting	p. 353
Design-Build Proposals	p. 354
Responding to Design-Build Proposals	p. 354
Proposal Responses	p. 355
Determining Who Does What and When	p. 355
Establishing a Response Budget	p. 356
Weaving Together a Story Line	p. 356
Inclusion of Models, Renderings, and Other Proposal Enhancements	p. 357
Forming the Virtual Company	p. 357
Preparing for the Shortlist, Orals, and Negotiations	p. 357
Summary	p. 358
Marketing to the Federal Government	p. 359
Introduction	p. 359
Adjusting Marketing Programs for Federal Government Customers	p. 360
Moving toward Commercial Practices	p. 360
Doing More with Less	p. 361
Privatization	p. 361
Alternative Project Delivery Methods	p. 362
Outsourcing	p. 363
Federal Government's Rapid Movement toward Virtual Construction	p. 364
Federal Web Sites	p. 364
A Gold-Mine Site for Construction Marketers	p. 365
Virtual Distribution of Plans and Specifications	p. 366
The Virtual Commerce Business Daily	p. 367
Design-Build Contracting	p. 369
Electronic Documentation of Projects	p. 369
Project Web Sites	p. 369
Making Use of Virtual Resources	p. 370
The New Federal Contracting Environment	p. 370
Know Your Customer	p. 371
Are Business Relationships Possible?	p. 372
Repeat Clients: Is It Possible with Federal Work?	p. 373
The Government's Contractors Report Card Database	p. 374
Freedom of Information Act: A Major Marketing Resource	p. 374
Debriefs: Another Means to Improve Competitiveness	p. 376
Getting to the Right Contact	p. 376
CBD Searches	p. 378
Qualifications and Registration	p. 379
Secret and Top-Secret Work	p. 379
Virtual Marketing through the Government's Extensive Web Sites	p. 380
Qualifications, Technical Proposals, and Oral Presentations	p. 381
Proposal Preparation	p. 383
Marketing through Teaming	p. 385
Strategic Alliances	p. 387
Introduction	p. 387
Alliance Benefits	p. 388
Resource Support	p. 388
Better Sales and Proposal Responses	p. 389
A Standard Practice in the New Millennium	p. 390
Expands Individual Company's Marketing Capabilities	p. 390
Enhancing Bottom Lines	p. 391
Putting Together an Alliance	p. 391
Formal Agreement	p. 392
Marketing Strategy	p. 392
Communication Links	p. 393
Marketing Strategic Alliances	p. 393
Better Resources	p. 394
Niche Markets	p. 395
Virtual Capabilities	p. 395
Taking More Risk	p. 396
Just-in-Time Talent	p. 396
Relationship Building between Subcontractors and General Contractors	p. 397
Introduction	p. 397
Benefits of Early Subcontractor Involvement	p. 398
Comarketing Programs between Contractors and Subcontractors	p. 399
Competitors	p. 400
Trends, Services, and Products	p. 400
Information about Design Teams	p. 401
Providing Marketing Assistance	p. 402
Increasing Technical Competency with Subcontractors	p. 402
Reaching Out to Contractors and Subcontractors	p. 404
Bid Teaming	p. 405
Creating a Market-Driven Sales Culture	p. 405
Guide for Subcontractors	p. 406
Notes	p. 408
Bibliography	p. 409
Glossary	p. 411
Index	p. 417
Table of Contents provided by Syndetics. All Rights Reserved.