Short answer
Design and marketing professionals in service industries should re-evaluate the weighting of 'People' within their marketing mix, considering its potential impact on client acquisition and retention.
- Field
- Innovation & Markets
- Source
- African Journal of Applied Research (AJAR) (2015)
- Method
- Quantitative survey
- Sample
- 48 Quantity Surveying Consultancy Firms
- Evidence
- Moderate effect
Quantity surveying firms in Ghana predominantly focus on 'Place' and 'Product' within their marketing strategies, with 'People' being the least emphasized element of the 5P's marketing mix. This innovation & markets research insight is drawn from a 2015 study published in African Journal of Applied Research (AJAR). Using Quantitative survey with 48 Quantity Surveying Consultancy Firms, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and marketing professionals in service industries should re-evaluate the weighting of 'People' within their marketing mix, considering its potential impact on client acquisition and retention.
Quantity Surveying Firms Prioritize Place and Product Over People in Marketing Mix
Quantity surveying firms in Ghana predominantly focus on 'Place' and 'Product' within their marketing strategies, with 'People' being the least emphasized element of the 5P's marketing mix.
African Journal of Applied Research (AJAR) · 2015
Key Findings
- 01The 5P's marketing mix is utilized by Quantity Surveying Consultancy Firms.
- 02The order of importance assigned to the 5P's is: Place, Product, Price, Promotion, and People.
Application
Design takeaway
Design and marketing professionals in service industries should re-evaluate the weighting of 'People' within their marketing mix, considering its potential impact on client acquisition and retention.
How to apply
Service-based businesses should conduct an internal audit of their marketing mix to understand the current emphasis on each element and identify areas for strategic adjustment, particularly regarding the 'People' aspect.
Project actions
- 01When researching marketing for a service, consider the 5P's (Product, Price, Place, Promotion, People) as a framework.
- 02Investigate how different service industries prioritize these elements and why.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Applies a recognized marketing framework (5P's) to a specific industry context.
- +Provides empirical data on the marketing practices of quantity surveying firms.
Limitations
Snowball sampling can lead to a non-representative sample. The study's findings are specific to Ghana and may not apply elsewhere.
Reliability & validity
Reliability could be improved with a larger, randomly selected sample. Validity is supported by the application of a known marketing framework, but subjective ranking introduces potential for bias.
Think critically
Given that 'People' are ranked last, how might a greater emphasis on this element, such as investing in staff training and client relationship management, lead to a competitive advantage for these firms?
Design Principles
"A balanced marketing mix, considering all elements including human capital, is essential for sustained business success and competitive differentiation."
Understanding the current marketing priorities of service-based firms is crucial for developing effective business strategies. This insight highlights a potential gap in leveraging human capital for competitive advantage in the construction consultancy sector.
What This Means for Your Design
Companies that offer services, like quantity surveying, tend to focus more on where they are located and what services they offer, rather than how good their staff are or how they promote themselves.
How to use in your project
- 1.Use the 5P's framework to analyze the marketing strategies of existing products or services relevant to your design project.
- 2.Compare the findings to your own proposed marketing approach for your design solution.
Add to My Project
Quick Cite
Paragraph starter
This research highlights that in the quantity surveying profession in Ghana, the marketing mix is predominantly viewed through the lens of Place and Product, with People being a lower priority. This suggests a potential strategic focus on tangible aspects of service delivery over the human element, which could be a critical area for competitive differentiation in service-based industries.
Source
African Journal of Applied Research (AJAR)
Marketing Practices of Quantity Surveying Consultancy Firms
journal · 2015
View sourceQuestions About This Research
- What does the research say about quantity surveying firms prioritize place and product over people in marketing mix?
- Design and marketing professionals in service industries should re-evaluate the weighting of 'People' within their marketing mix, considering its potential impact on client acquisition and retention. Evidence: African Journal of Applied Research (AJAR) (2015).
- Why does "Quantity Surveying Firms Prioritize Place and Product Over People in Marketing Mix" matter for design?
- Understanding the current marketing priorities of service-based firms is crucial for developing effective business strategies. This insight highlights a potential gap in leveraging human capital for competitive advantage in the construction consultancy sector.
- How can designers apply this research?
- Design and marketing professionals in service industries should re-evaluate the weighting of 'People' within their marketing mix, considering its potential impact on client acquisition and retention.
- What were the main findings?
- The 5P's marketing mix is utilized by Quantity Surveying Consultancy Firms.. The order of importance assigned to the 5P's is: Place, Product, Price, Promotion, and People.
- What research method was used?
- Quantitative survey with 48 Quantity Surveying Consultancy Firms.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2015 journal from African Journal of Applied Research (AJAR).
- What should I do differently in my next project?
- Service-based businesses should conduct an internal audit of their marketing mix to understand the current emphasis on each element and identify areas for strategic adjustment, particularly regarding the 'People' aspect.
- What are the limitations?
- The study used snowball sampling, which may introduce bias. The findings are specific to the Ghanaian context and may not be generalizable to other regions or industries.