Successful personal selling as an indicator of professional activity effectiveness of an architectural and construction company manager in the context of marketing complex transformation
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Файли
Дата
Автори
Makatora, Dmytro
Kubanov, Ruslan
Kulikov, Oleksii
Заголовок журналу
Журнал ISSN
Назва тому
Видавець
Державний університет «Одеська політехніка»
Анотація
The research aims to study the impact of marketing complex transformation on the success of personal selling in architectural and construction companies. The concept of the ‘4Cs’ (consumer, cost, convenience, communication) is the subject of analysis. Special attention is given to the role of personal marketing and personalised approach to customers. These are important success factors in the modern business environment. It is concluded that architectural and construction managers need to constantly improve their ability to communicate effectively, to be able to identify client needs and to make unique offers. On the basis of the study, a number of recommendations are proposed to optimise the personal selling strategy for architectural and construction companies. According to the authors, in order to achieve high results, it is necessary to implement a comprehensive strategy for the optimisation of personal selling, including the improvement of communication skills, individual approach to clients, creation of real value of offers and use of modern technologies.
Опис
Introduction. The article deals with the issue of successful personal selling as an indicator of professional activity effectiveness of an architectural and construction company manager in the context of marketing complex transformation. The relevance of the topic is due to the constant changes in the global economy and marketing, which require managers to improve their personal selling skills in order to ensure the competitiveness of the company. The purpose of the study is to examine the impact of the transformation of the marketing complex on the success of personal selling in architectural and construction companies; to identify the key factors that influence the effectiveness of personal selling; to develop recommendations for the optimisation of the personal selling strategy. Research methods. This article uses analytical, synthesising, generalising and comparative methods to study theoretical and practical aspects of personal selling in architecture and construction. Results of the study. The concept of the ‘4Cs’ is analysed as an alternative to the traditional marketing complex of the ‘4Ps’, which allows for a better consideration of the needs of the consumer. The key elements of the new marketing complex for architecture and construction companies are identified and justified: value for the customer, total cost for the customer, product availability, effective communication with customers. The importance of individual marketing and a personalised approach to the client for a successful personal selling strategy is considered. The elements of an individual personal selling strategy are proposed: analysis of the customer’s needs, establishment of a personal relationship, provision of individual solutions, use of modern technologies, after-sales service. Conclusions. The success of the personal selling is a key indicator of the effectiveness of the professional activity of the manager of an architectural and construction company. In order to achieve high results, it is necessary to implement a comprehensive strategy for the optimisation of personal selling, including the improvement of communication skills, an individual approach to clients, the creation of real value in offers and the use of modern technologies. This approach will be a guarantee of the company’s stable development and the strengthening of its market position. Based on the study, the author offers a number of recommendations for optimising the personal selling strategy for architectural and construction companies, in particular: continuously improve effective communication skills with clients, introduce an individual approach to each client, strengthen the focus of the individual offer on creating value for the client, use modern technologies to optimise the personal selling process, and ensure continuous support and maintenance of clients after the transaction is completed. Implementing these recommendations will enable architectural and construction companies to optimise their personal selling strategy, increase the efficiency of interacting with clients and achieve better results in a competitive environment.
Ключові слова
manager, personal selling, architectural and construction company, marketing complex ‘4Cs’, individual marketing, personal selling strategy, manager’s efficiency, менеджер, персональний продаж, архітектурно-будівельна компанія, маркетинговий комплекс «4C», індивідуальний маркетинг, сучасні технології, стратегія персонального продажу, ефективність менеджера
Бібліографічний опис
Makatora D.A. Successful Personal Selling as an Indicator of Professional Activity Effectiveness of an Architectural and Construction Company Manager in the Context of Marketing Complex Transformation. / D. A. Makatora, R. A. Kubanov, O. P. Kulikov // Economics: Time Realities. - 2025. - № 1(77). P. 38 – 46. - Bibliogr. : 21 titl.
https://doi.org/10.5281/zenodo.14969178 https://doi.org/ 10.15276/ETR.01.2025.5