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The Status of Marketing in Quantity Surveying Consultancy Firms

机译：数量测量咨询公司中的营销状况

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摘要

There is an increasing recognition that marketing plays an indispensable role in enhancement of the professionals’ performance and the growth of their businesses in the midst of competition resulting from changes that are occurring in the construction industry. However, little research considers the level of adoption and implementation of marketing in the management of professional service organisations operating in the built environment consulting industry. This paper reports on a study carried out to investigate the status of marketing in the operations of a Quantity Surveying Consultancy (QSC) business in Ghana. The result should assist management in self evaluating their performance. A questionnaire survey of QSC firms was undertaken to investigate their current practice in terms of marketing organisation, marketing policy and marketing strategies being pursued by the QSC firms. Findings show that no department exist in the firms that are solely responsible for marketing functions. Regarding marketing policy and strategy, varying views exist in the firms as no particular trend can be traced in the responses; there is therefore a need for better understanding of marketing and the ways by which it can be implemented to achieve intended results. Keywords: Quantity surveying, marketing, marketing strategy, marketing policy, Ghana.
机译：人们越来越认识到，在建筑行业发生的变化所带来的竞争中，营销在提高专业人士的绩效和业务增长方面起着不可或缺的作用。但是，很少有研究考虑在建筑环境咨询行业中运营的专业服务组织的管理中采用和实施市场营销的水平。本文报告了一项研究，以调查加纳的数量测量咨询公司（QSC）业务运营中的营销状况。结果应有助于管理层自我评估其绩效。对QSC公司进行了问卷调查，以调查QSC公司所遵循的营销组织，营销政策和营销策略方面的当前做法。调查结果表明，公司中没有部门专门负责营销职能。关于营销政策和策略，企业中存在不同的观点，因为在响应中无法追踪到特定趋势。因此，需要更好地了解市场营销及其实现预期结果的方式。关键词：数量调查，营销，营销策略，营销政策，加纳。

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