Page 65 - Azerbaijan State University of Economics

Zarina Aliyeva: The Role of Marketing in Ensuring Competitiveness of Construction
Enterprise in the Context of Market Conditions

Study and introduction of new scientific and technological
economic models (F6) 7,2
Business contacts with foreign investors, companies and 6,1
enterprises (F7)

The expert survey covered managers of sales departments of investors-constructors
(20 people), managers of sales departments of companies working on secondary
housing market (10 people), journalists working in specialized journals (8 people),
and sociologists (4 people). It should be mentioned that evaluations received on
various factors are quite similar to their foreign analogues.

The results of the survey illustrate that marketing department in a construction
company has the highest rating; amount of evaluations of F1 and F2 factors
connected to it and ensuring effectiveness of company’s work makes up to 28.5%.
The second place (24,6%) in rating belongs to F3 factor – highly efficient
construction using modern construction technologies and materials which is logical
because in terms of housing’s construction, quality of construction and design works
and living comfort are specified mainly through effective work of developers and
subcontractors. Significant is the rating of F4 factor – development and realization
of programs and measures according to sources of financing because it influences
housings` construction. Currently, principal transformations take place in the field of
personnel’ selection (F5 factor). Instead of traditional HR department, modern HR
services become centers for professional selection and training of employees, thus
ensuring good image of construction company among relevant investors (Akimov.
N., Baizakov. S., Oinarov. A., Utembayev. E., 2016, p.35).

Marketing researches carried out by marketing department are a basis for making
decisions with respect to management of proposals, and are carried out in three
forms: 1) annual deep researches by specialized organizations of consumers’
behavior and its dynamics (basis for development of strategy and tactics of
marketing); 2) regular (up to 6 times a year) researches of “omnibus” format
allowing for the prompt follow up of certain changes in the social “health” of
consumers, their behavior and public opinion on various matters; and 3) quantitative
researches carried out by the company itself on active and potential consumers of
trade proposals of a company. Such system of marketing researches take into
account the possibility of one-time researches and ensuring access to researches
carried out by others makes it possible to efficiently track changes of key parameters
of external environment and adapt the company’s activity to them
(http://mmi.fem.sumdu.edu.ua/en/journals/2011/4_1/138-147).

65