By Scanlon, Brian
This ebook offers guidance on what should still represent advertising and marketing in an engineering atmosphere and the way its a variety of points should be tackled from a pragmatic viewpoint. it's really suitable to these desiring to positions commonly administration and fills a huge hole within the education engineers
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Extra resources for Marketing of Engineering Services
Sample text
Interactive needs Ready availability of information on demand is of prime practical importance. However, this can cut across the principle of never allowing information to be passed without first understanding the demand, then undertaking responsibility to draw a conclusion, and finally presenting the information in a way that will aid action or decision-making. The dilemma can be resolved by adopting the following practice. Before a decision is taken or a course of action committed, there should be a briefing session which draws on all the available intelligence.
Minimizing the exposure of the client to technical unknowns by adopting a professional approach and by deploying previous relevant experience. o Characteristics of marketing in civil engineering • Civil engineering would seem to be characterized by: o o o o o infrequent sales, say once every 15 years up to once only unit prices which are viewed as either capital expenditure or investments, and which need significant attention to funding very complex purchase decisions, involving many people and many different interest factions long purchase lead times purchases being the result of minimizing risks of failure and properly discharging management responsibilities to be objective and accountable.
Control It is essential to have the management of intelligence under centralized control and have it closely integrated with marketing management. • Intelligence is an expensive commodity and is very susceptible to: o o o o o duplication difficulties in establishing independence and origins being perishable difficulties in assessment or interpretation indiscriminate mixing of facts and opinion. Intelligence therefore demands management by people not only knowledgeable of the organization and its activities, but in addition, people skilled in the management of information.