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OUR
ALL DAY PROGRAM RUNS: 8:00 AM - 6:00 PM
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Text TBD/ handouts and worksheets will be provided
as part of the Comprehensive Learning Materials (CLM) package. |
| FULL DAY SCHEDULE |
8:00 –
8:30  Registration |
| 8:30 –
9:00 Introduction. |
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This
8-hour program is designed for construction managers and general contractors. This training program will
focus on marketing, sales and business development. We intend to stretch your marketing
and business development imagination and
force you to look out of the marketing box you may be accustomed to. We
will work you hard. The topics will include, but will not be limited to
the following: |
| 9:00 -
9:50 Partnering - Strategic Alliances
/ Relationship Marketing |
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Developing
a win/win attitude toward each other in the process of construction reduces
the potential environment of self-seeking agendas and overcomes years of
traditional adversarial relationships often leading to confrontation and
litigation. Partnering establishes working relationships through a mutually-developed,
formal strategy of commitment and communication. Key elements of Partnering
include; Commitment, Equity, Trust, Mutual Goals/Objectives, Implementation,
Evaluation and Responsiveness. Relationship marketing refers to all marketing
activities directed toward establishing, developing and maintaining successful
enduring exchanges. There are several forms of relationship marketing,
which are grouped into transactional exchanges involving suppliers,
lateral organizations, customers or one's own employees or business units.
The need for relationship marketing stems from the changing dynamics of
both domestic and global marketplaces and changing requirements for competitive success. |
| 9:50 –
10:00 BREAK |
| 10:00 -
10:50 Commitment -
Trust Marketing |
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More
than any other principle in business, it is the degree to which one trusts
the other that each person will treat each other as a partner. This segment
provides insight into strategic alliances by examining the roles of trust
and commitment in such relationships. A model of strategic alliances from
a buying firm's perspective is utilized and empirically tested using a
sample of 339 firms with various types of strategic alliances. The
results indicate that both trust and relationship commitment are important
elements in strategic alliances. A third party's equity behavior is an
important factor affecting the development of trust in a relationship while
conflict significantly hinders the development of relationship commitment.
The results also indicate that relationship commitment and effectiveness
are influenced more by negative outcomes associated with conflict than
by positive outcomes associated with trust. |
| 10:50 -
11:00BREAK |
| 11:00 -
11:50Segmentation/Target
Marketing |
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The
fundamental battleground for business is the marketplace. Management must
not lose sight of the fact that customers acquire services to satisfy project
needs. Marketing success is determined by an ability to gain intimate understanding
of customer needs. This session offers solutions for identifying needs
and provides a framework for developing a strategic and tactical approach
to creating competitive and financial success. There are six principles
of client behavior to be discussed: 1.) Multiple organization levels influence
purchasing decisions, 2.) Needs reflect responsibilities of different levels,
3.) External/internal conditions influence importance of needs, 4.) The
degree of influence is tied to the perceived importance of the contract
decisions, 5.) Groups or segments have similar, yet distinct, needs, and
6.) The interaction of internal and external conditions enable/constrain
needs. |
| 11:50 -
1:00
LUNCH BREAK IN-HOUSE
(Catered by ATH) |
| 1:00 –
1:50Marketing
as an Art vs. a Science |
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Marketing,
as an Art, has matured to the point where it seems desirable to take stock
of where we are, what we have learned, and fruitful directions for extending
the knowledge base that has developed. Marketing as a Science is a process
involving the interaction between empirical generalizations and theory.
An empirical generalization is "a pattern or regularity that repeats over
different circumstances and that can be described simply by mathematical,
graphic, or symbolic methods." Empirical generalization can precede a theory
to explain it or it can be predicted by a theory. Science is the process
of interaction between theory and data that leads to higher level theories.
Art is the intuitive ability to recognize an opportunity before your competitor
does. |
| 1:50 -
2:00BREAK |
| 2:00 -
2:50Market
Research & Analysis |
| Marketing
Research is the collection, processing, and analysis of information on
topics relevant to your marketing strategy. MRA is the function which links
the consumer, customer, and public to the marketer through information
used to identify and define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor marketing performance;
and improve understanding of marketing as a process. MRA specifies the
information required to address the issues; designs the method for collection
of information; manages and implements the data collection process; analyzes
the results; and communicates the findings and their implications for successful
marketing strategy. |
| 2:50 –
3:00 BREAK |
| 3:00 -
3:50 Construction
Marketing & Strategic Planning |
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To
serve any chosen sector of the construction marketplace, construction professionals
need formal approaches to marketing. Decisions must be made for particular
markets, while at the same time ensuring the needs of the firm are met.
Business relationships must be built, new markets penetrated, market presence
must be established or enhanced. Accomplishing these tasks requires the
firm to perform an number of interrelated activities, which constitutes
a Marketing & Strategic Planning function. Rather than reacting to
market pressures and external forces in the marketplace, management must
better position their company so as to determine their destiny so as to
guide the firm toward its desired goals. |
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3:50 –
4:00 BREAK |
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4:00 –
4:50 Marketing
& Sales Mix Tools |
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Advertising
- Sales Production - Direct Mail - Newsletters - Brochures - Post Cards
- Recognition Cards - Prizes – Incentives - Gifts - Awards - Public Relations
- Expert Articles - Public Speaking - Supporting the Arts - Sponsoring
Scholarships - Habitats for Humanities - Civic Group Participation - Project
Ground Breaking - New or Expanded Services - Business Expansion - Job Growth
- Work Force Development - Face-to-Face Meetings - Personal Selling - Telephone
& FAX Communications - Seminars - Public Events - Exhibits at Trade
Shows - Entertaining - Networking - Trade Association Membership. |
|
4:50 –
5:00 BREAK |
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5:00 –
5:50Planned
Program of Events - Typical Time to Congregate (Certificate Presentations) |
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5:50
ADJOURN |
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