Transcript Reading: Das Narayandas “Building Loyalty in Business

Marketing & Selling
Marketing
The market position you propose to adopt (low cost vs
high value)
How you will brand your business
How you will package your product or service
>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT
>>DEPARTMENT of CONSTRUCTION
Selling
Sales & Promotion Strategy
What is your unique selling proposition and key sales
message (expressed as a single sentence).
Where and how you will sell your product or service
What promotional tactics will you use.
>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT
>>DEPARTMENT of CONSTRUCTION
Relationship Marketing
Building relationships with a network of customers and
suppliers to create a symbiotic relationship that delivers
value to all parties
Allianceing (project specific relationship)
Strategic partnerships
Warehouse / Naylor Love
Architects with long term relationships
ASC National Bank & McDonalds
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Reading: Das Narayandas “Building Loyalty in Business Markets”
>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT
Promotion and Sales
If you are waiting for customers to
find you – you may wait a long time!
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>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT
Your target market needs to be
defined in a way that your
potential customers are specific
people that you can identify and
find a way to talk to in person
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>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT
Unique selling proposition
When they ask you “why should I use
you rather than someone else” you
need an answer
We are cheaper
We deliver better value by ----7
>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT
Promotion
There is no substitute for face to face
contact
You do need to work at keeping your
name in front of potential customers:
Social events (your and others)
Information updates
Permission marketing (see NZTE document)
Spamming
Your presence on the web
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>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT
Collateral
You need the stuff that gives you credibility
Brochures
Web site
Despite what I’ve said earlier customers may find you
via your website
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>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT
Reading
Chris Preece
Marketing and Promotional Strategies in Construction
In: Langford & Male 2008 Strategic Management in
Construction (ebook)
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>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT