2.1.3 Public Relations and Marketing
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Questions and Answers

Which of the following is NOT considered a role that architects may be asked to fulfill?

  • Efficiency expert
  • Facilitator
  • Interior designer (correct)
  • Construction cost control

    • What is the purpose of promotion in the context of architecture?

  • To build market awareness (correct)
  • To reinforce interest
  • To create a relationship of trust
  • To generate client commitment

    • Which of the following is NOT a technique for building market awareness in architecture?

  • Providing free services (correct)
  • Original research and surveys
  • Corporate stationery and business cards
  • Membership in community organizations

    • What is the objective of reinforcing interest in architecture?

    <p>To generate client commitment</p> Signup and view all the answers

    What is critical at the stage of generating client commitment in architecture?

    <p>Knowing your client</p> Signup and view all the answers

    Which of the following is NOT a method for generating client commitment after the contract has been executed?

    <p>Greeting cards</p> Signup and view all the answers

    What action should be taken to develop and maintain a professional relationship with the client after the completion of the project?

    <p>Newsletters</p> Signup and view all the answers

    When preparing promotional brochures or proposals, what should the architect always do?

    <p>Provide the proper credit for all projects</p> Signup and view all the answers

    What is the role of an architect as a professional advisor in endorsed architectural competitions?

    <p>All of the above</p> Signup and view all the answers

    What should each architectural practice evaluate before participating in an architectural competition?

    <p>All of the above</p> Signup and view all the answers

    Which of the following activities is NOT considered a part of marketing in an architectural practice?

    <p>Providing pro bono architectural services to community organizations</p> Signup and view all the answers

    What is the correlation between a firm's profit and growth and the amount spent on marketing?

    <p>There is a positive correlation</p> Signup and view all the answers

    What is the difference between marketing and selling in an architectural context?

    <p>Marketing includes business development activities, while selling involves securing commissions</p> Signup and view all the answers

    What should architects strive to do in relation to public awareness about the value of architectural services?

    <p>Educate the public about the value of design and architecture</p> Signup and view all the answers

    What does an effective marketing strategy in an architectural practice involve?

    <p>Identifying potential clients and securing commissions</p> Signup and view all the answers

    Which of the following best describes the difference between public relations and marketing in the context of architectural practice?

    <p>Public relations involves communicating the value of architecture, while marketing involves securing commissions.</p> Signup and view all the answers

    According to the text, why is it important for architectural practices to develop a public relations and marketing strategy?

    <p>To coordinate and integrate their promotional efforts.</p> Signup and view all the answers

    What does the text say about public relations in the context of architectural practice?

    <p>Public relations is a series of activities that provide opportunities for architects to become known in the community.</p> Signup and view all the answers

    According to the text, what is the role of public relations in the architectural practice?

    <p>To become known in the community and set the stage for successful marketing.</p> Signup and view all the answers

    What is the main focus of marketing in architectural practice, according to the text?

    <p>Specific projects and clients.</p> Signup and view all the answers

    According to the text, what are some factors that the strategic plan should help identify?

    <p>The prevalent needs, wants, and behaviors among prospective clients</p> Signup and view all the answers

    What is MERX?

    <p>An electronic project information service for public-sector contracts in Canada</p> Signup and view all the answers

    What should the practice do after an initial contact with a lead?

    <p>Evaluate the response from each lead and adjust the action plan</p> Signup and view all the answers

    What are some techniques for identifying potential clients or 'leads'?

    <p>All of the above</p> Signup and view all the answers

    What is one function of marketing according to the text?

    <p>To create value and client satisfaction</p> Signup and view all the answers

    True or false: Architectural competitions for buildings must be endorsed or approved by the Council of the provincial or territorial association of architects and/or the Royal Architectural Institute of Canada.

    <p>True</p> Signup and view all the answers

    True or false: Open and limited competitions for buildings require endorsement as most provincial associations of architects prevent their members from participating in competitions that have not been approved by their Councils.

    <p>True</p> Signup and view all the answers

    True or false: Architectural competitions can be a high risk activity for any architectural practice.

    <p>True</p> Signup and view all the answers

    True or false: The International Union of Architects (UIA) has prepared guidelines for conducting international architectural competitions in its publication, Instructions and recommendations to promoters of international competitions in architecture and town planning.

    <p>True</p> Signup and view all the answers

    True or false: Each architectural practice must evaluate the effort and return on investment before participating in an architectural competition.

    <p>True</p> Signup and view all the answers

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