FUNCTIONS OF MARKETING IN THE CONSTRUCTION MARKET PROJECTS

Abstract

The origin and development of the marketing concept are driven by the continuous increase in the volume of supply and demand, the emergence of competition, and the introduction of new products to the market. These processes have been accompanied by an increasing division of labor and specialization within the economy, growth in purchasing power, and rising consumer expectations. In such an environment, it is in the interest of all companies to remain competitive by continuously monitoring, analyzing, and forecasting changes in their surroundings. This enables firms to prepare in a timely manner to maximize the benefits arising from environmental changes while simultaneously minimizing the negative effects of such changes.
As a business function, marketing integrates several other organizational functions and enables companies to adapt to consumer needs proactively, often before changes fully materialize in the market. Marketing allows firms to identify the needs of citizens as consumers, as well as the needs of the economy and other companies for specific products and services. On the other hand, it ensures that, following an efficient production process, products and services are delivered to customers in the appropriate form, at the right time and place, and at a price they are willing to pay.
Marketing as a business philosophy represents a specific approach to planning, organizing, and implementing a company’s business activities. In a market-oriented enterprise, the primary objective is to identify and adequately satisfy consumer needs, as this constitutes the fundamental prerequisite for achieving the core goals of a company’s existence, sustainable operation, and long-term development