CV6215- Lecture_04_10-11_1课件.pptVIP

INTERNATIONAL CONSTRUCTION MARKETING (CV6215);Construction Marketing ;Construction Marketing ;The Strategic Business of Construction ;Expectations of Clients ;Identification of Construction Clients ;The Generic Business Idea ;Marketing Objectives of Contractors ;-Continued;Integration of Marketing with the Business ;Stakeholders in Construction;Role of Contract as a Marketing Tool;Types of Contracts ;-Continued;-Continued;Project Delivery System for Construction ;Scopes of Contracts (or Procurement Methods) ;-Continued;-Continued;Design and Build Procurement Method ;Management Contracting Procurement Method ;BOT or PFI (Private Finance Initiative) Procurement Method ;Developing and Implementing Pricing Strategies ;Factors Influencing the Pricing Strategy;-Continued;-Continued;Market-based Pricing ;Market-based Pricing (cont’d) ;Cost-plus Pricing ;Cost-plus Pricing (cont’d) ;Value-based Pricing ;Value-based Pricing (cont’d) ;Relating Porter’s Generic Strategies to Pricing Strategies ;The Marketing Plan (in the Strategic Management Process) ;Formulating the Marketing Plan (A Nine-Step Approach) ;Contents of a Generic Marketing Plan;- Continued;6 Steps to Develop an Effective Construction Marketing Plan ;7 Tips for Construction Marketing Success (by Mark Buckshon) ;4. The name of the game is Quality AND Quantity 5. Outrageous often works- and can be really effective 6. Indirect often works better than direct, especially when the matter is really important 7. You’ve got to have fun!