Reviewing the necessary specialties of marketing consultant and sectioning of marking concepts and strategies in accordance with the construction industry

نوع: Type: thesis

مقطع: Segment: masters

عنوان: Title: Reviewing the necessary specialties of marketing consultant and sectioning of marking concepts and strategies in accordance with the construction industry

ارائه دهنده: Provider: Mina Rasoulnia

اساتید راهنما: Supervisors: Dr javad Taherinezhad

اساتید مشاور: Advisory Professors:

اساتید ممتحن یا داور: Examining professors or referees: Dr mohsen babaei , Dr Mehdi hosseinian

زمان و تاریخ ارائه: Time and date of presentation: 2024

مکان ارائه: Place of presentation: 42

چکیده: Abstract: Today, marketing has found its place in various industries and services in terms of increasing sales and market development, but unfortunately, in the construction industry, the depth of the impact of using marketing methods is not yet understood. The presence of a consultant who is well versed in both engineering and construction issues as well as marketing and legal concepts will help this. In this research, the characteristics of a marketing consultant were first identified using the library analysis method. In the next step, a questionnaire was designed and with the help of the activists in the field of construction with the fuzzy ahp method and ranked in 4 categories "Economics and cost, technology and quality, necessary expertise of marketing consultants, services provided by marketing consultants" to evaluate the quality level of marketing consultants of industry projects. The construction was prepared. Then, among the 26 cases, 5 cases of in-depth marketing knowledge, familiarity with the construction industry, excellent communication skills, creative thinking and strong analytical skills were selected with the help of experts as the necessary expertise factors of the marketing consultant and segmentation of marketing concepts and strategies in accordance with the construction industry. In the following, they were ranked using the fuzzy Delphi method, and finally, preference functions and pairwise comparison were used, and the factors that were superior in some cases were identified and ranked. In this way: A3>A1>A4>A2>A5 means that these results show that the index of creative thinking (A3) is the closest to the positive ideal answer and the greatest distance from the negative ideal answer. Finally, the research results state that the first 8 characteristics must be considered for a marketing consultant. It is suggested for future researchers to evaluate the quality level of marketing consultants of construction industry projects using other multi-criteria decision making models. For future studies, it is suggested to conduct comparative studies between the results obtained from the construction industry and other industries in order to determine the relationship between the mentioned variables.