Abstract

The aim of the article. The article deals with housebuilding industry objects, which are in consumers’ demand, criteria due to which housing complexes are built in cities, typical life cycle of the housing project and marketing scientists’ actions at its each stage. The results of the analysis. It is mentioned that marketing management in the construction sphere adapts activity of this or that construction company during dynamic changes in modern market situations according to the following stages: analysis of the market condition; choice of the market on which organization activity will be oriented; investigation of the marketing complex; implementation of those actions into practice. The suggested theoretical and methodic investigations in the article give opportunity to use marketing tools more reasonably, which brings the given branch to the new, higher level. Conclusions and directions for further research. Thus, marketing concept use in the construction service sphere brings this branch to the higher level. It is grounded that marketing in the construction industry is a single aspect of the marketing science, which has its own peculiarities and specific: original life cycle, high level of the demand and capital capacity individualization, separate approach to consumers and work with dwelling – good with traditional and marketing service peculiarities. While analyzing the typical Ukrainian city, strong and weak sides were revealed, and threats and possibilities due to companies-developers and due to consumers/inhabitants. The peculiarities of product and price policy, communicative activity are revealed, that consists in specific advertisement, personal sale, public relations, exhibition activities, work with competitors, capture of consumers’ trusting. Since price policy takes one of the key points in the successful construction business, further researches are reasonably to carry out concerning reasonable price strategy choice, use of various price types and discounts in this or that market situation, analysis and monitoring of prices at the house building market, avoiding of the price risks and some other factors, influencing the formation of price policy at the company.

Keywords: innovations in building marketing, marketing of building services, housebuilding marketing, building marketing complex, life cycle of building marketing

JEL Classification: M31, R31.

Cite as: Teletov, A., Hradil А. & Rud, M. (2015). Innovative marketing activity in housebuilding. Marketing and Management of Innovations, 3, 33-46. https://doi.org/10.21272/mmi.2015.3-03

This work is licensed under a Creative Commons Attribution 4.0 International License

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