Amity School of Architecture and Planning

Amity School of Architecture and Planning

Bachelors of Architecture
V year, lX Semester
Session 2019-2020

Architecture and Marketing Skills (ARCH516)

 Amity School of Architecture and Planning

What is Marketing?
 Amity School of Architecture and Planning

Making people buy things they don’t really want

or

Producing expensive adverts

or even

Dressing up ordinary products as something special

 Amity School of Architecture and Planning

Marketing is the social process by which individuals and

organizations obtain what they need and want through creating
and exchanging value with others.

Kotler and Armstrong (2010).

 Amity School of Architecture and Planning

Marketing is the social process by which individuals and

organizations obtain what they need and want through creating
and exchanging value with others.

Kotler and Armstrong (2010).

 Amity School of Architecture and Planning

Social Process
 Amity School of Architecture and Planning

Needs Wants

Needs Wants

Needs Wants
 Amity School of Architecture and Planning

Value
Exchange

• Goods
• Services
• Values
 Amity School of Architecture and Planning

Marketing is the social process by which individuals and

organizations obtain what they need and want through creating
and exchanging value with others.

Kotler and Armstrong (2010).

 Amity School of Architecture and Planning

The process by which companies create value for customers and

build strong customer relationships in order to capture value
from customers in return.

Kotler and Armstrong (2010)

Amity School of Architecture and Planning
 Amity School of Architecture and Planning

Marketing is the management process for identifying,

anticipating and satisfying customer requirements profitably.

The Chartered Institute of Marketing (CIM). Accessed 2012

 Amity School of Architecture and Planning

Locate needs

Marketing is the management process for identifying,

Predicting anticipating and satisfying customer requirements profitably.
Provide
Service/Goods

The Chartered Institute of Marketing (CIM). Accessed 2012

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Concept of Professional Services

A professional service is an intangible product that a contractor

or product vendor sells to help a customer manage a specific
part of their business. 
 Amity School of Architecture and Planning

Professional Services

A service requiring specialized knowledge and skill usually of a

mental or intellectual nature and usually requiring a license,
certification, or registration.
 Amity School of Architecture and Planning

Marketing may be defined as placing the proper product in the

right place, at the proper price and at the appropriate time.

This may sound like a very easy plan.

However, it should be borne in mind that considerable
investment has to be set up for this seemingly simple definition.
A promising product or service can fail totally and lead to
substantial losses when one of the elements is off the mark. 
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Marketing Mix

The marketing mix is the tactical or operational part of a

marketing plan.
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The marketing mix is . . . The set of controllable tactical

marketing tools – product, price, place, and promotion – that the
firm blends to produce the response it wants in the target
market.
 Amity School of Architecture and Planning

4 Ps

Product
Place
Promotion
Price
Product Amity School of Architecture and Planning

Product means the goods-and-services combination the

company offers to the target market.
Product Amity School of Architecture and Planning

For many a product is simply the tangible, physical item that we

buy or sell. You can also think of the product as intangible i.e. a
service.

Product has a life cycle.

 Product Amity School of Architecture and Planning

The Product Life Cycle (PLC) is based upon the biological life
cycle. For example, a seed is planted (introduction); it begins to
sprout (growth); it shoots out leaves and puts down roots as it
becomes an adult (maturity); after a long period as an adult the
plant begins to shrink and die out (decline).
Product Amity School of Architecture and Planning
Promotion Amity School of Architecture and Planning

Promotion includes all of the activities marketers undertake to

inform consumers about their products and to encourage
potential customers to buy these products.
Promotion Amity School of Architecture and Planning

There are many promotions elements that are often included

such as sales, advertising, sales promotion, public relations,
direct marketing, online communications and personal selling.
Price Amity School of Architecture and Planning

Price is the amount the consumer must exchange to receive the

offering .
 Amity School of Architecture and Planning

7 Ps

Product
Place
Promotion
Price
People
Physical Evidence
Process
People Amity School of Architecture and Planning

(People are) . . . All human actors who play a part in service

delivery and thus influence the buyers’ perceptions; namely, the
firm’s personnel, the customer, and other customers in the
service environment.
Process Amity School of Architecture and Planning

(Process is) . . . The actual procedures, mechanisms, and flow of

activities by which the service is delivered – this service
delivery and operating systems.
Process Amity School of Architecture and Planning

There are a number of perceptions of the concept of process

within the business and marketing literature. Some see
processes as a means to achieve an outcome, for example – to
achieve a 30% market share a company implements a marketing
planning process.

However in reality it is more about the customer interface

between the business and consumer and how they deal with
each other in a series of steps in stages, i.e. throughout the
process.
Physical Evidence Amity School of Architecture and Planning

(Physical evidence is) . . . The environment in which the service

is delivered, and where the firm and customer interact, and any
tangible components that facilitate performance or
communication of the service.
Physical Evidence Amity School of Architecture and Planning

Physical Evidence is the material part of a service. Strictly

speaking there are no physical attributes to a service, so a
consumer tends to rely on material cues.

There are many examples of physical evidence, including some

of the following buildings, equipment, signs and logos, annual
accounts and business reports, brochures, your website, and
even your business cards.