Malcolm Pitcher
Article Abstract:
The UK's housebuilders have very effective marketing departments in terms of producing attractive promotional material and creating an impression of what their company represents in terms of customer care, quality and craftsmanship. However, marketing departments have been less effective in turning customer perceptions into reality. Marketing should not end with the sale of the house, but should be part of a long value chain lasting until at least two years after the sale has been completed. In particular, attention must be given to brand consistency.
Publication Name: Building
Subject: Construction and materials industries
ISSN: 0007-3318
Year: 1998
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Malcolm Pitcher
Article Abstract:
US house building firms are employing marketing tactics to seek the views of customers to improve services. Customer satisfaction monitoring takes place a month after a house purchase via a mailed questionnaire which focuses on the level of satisfaction generated during the sales. Up to 65% of customers return questionnaires, resulting in company management making necessary changes to corporate strategy.
Publication Name: Building
Subject: Construction and materials industries
ISSN: 0007-3318
Year: 1999
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Name another market where reputation counts for zilch
Article Abstract:
Branding is not as important in the construction industry as it is elsewhere and it is possible for an unknown builder to compete with well-known industry names. There are several reasons for this. They include good design, good location, the 10-year guarantee and the endorsement of mortgage lenders. There is no other market where this situation exists.
Publication Name: Building
Subject: Construction and materials industries
ISSN: 0007-3318
Year: 1999
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