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Program Offered in: Agusta, ME - New Haven CT, and West Palm Beach, FL




Marketing Initiatives Retreat for 

Construction Managers & General Contractors



Typical One-Day Program Schedule

 Publications - Books - Articles

Instructor:  Arthur House
Selected Locations in ...
Phone: 207-338-5285
Contact Hours:  8
Maine, Connecticut and Florida
Method:  Lecture/Workshop
 $195.00 - First Person - $95.00 for Each Additional Person from Same Company. 
All Full Day Programs Include Free Lunch and Refreshments
Text TBD/ handouts and worksheets will be provided as part of the Comprehensive Learning Materials (CLM) package.
8:00 – 8:30 Registration
8:30 – 9:00 Introduction.
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 
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 
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 
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 
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
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.

3:50 – 4:00   BREAK

4:00 – 4:50 Marketing & Sales Mix Tools

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

5:00 – 5:50Planned Program of Events - Typical Time to Congregate (Certificate Presentations)

5:50   ADJOURN 


  The Construction Marketing Institute is a division of The Construction Management Institute

56 Stephenson Lane  Belfast, ME 04915


Copyright 2009   Arthur T. House - All Rights Reserved