In the TAC 2 Architecture Case Study, what two factors did Niccolo Mackof the selection committee cite as the reasons that TAC2 was not selected for the Petoskey Memorial Hospital project(A) TheselectioncommitteewasunsurewhatitwouldbeliketoworkwiththeTAC2team. (B) TheyhadthelowerscoreontheFactorAnalysisForm. (C) BandC. (D) AandB. (E) Theirpresentationwasdisjointed.
(C)
IntheTAC2casestudy,whyhadTAC2neversystematizedtheirbusinessdevelopmentpractices?
Suchsystematizationwasnotconsidered 1)"professional", 2)consistentwiththeircultureofcollaboration,and 3)necessarytogetsufficientworktomaintaintheirgrowthobjectives.
IntheTAC2casestudy,whatwastheFactorAnalysisFormtheoreticallysupposedtoaccomplishintheselectionprocess?
Theformwastohavefacilitatedarationalselectionprocessforthebestsuitedarchitecturefirm.
WhattypesofissuesaredescribedbyBobCloverasthemostdemandingchallengesinTAC2'scollaborativeculture?
Designissues Technicalissues Financialissues Organizationalissues Recruitmentandpromotionissues
WhatisseenastheprimaryreasonthatTAC2didnotreceivethecommissionforthePetoskeyHospitalProject?
Theyareunderqualified Theywereoutbid Theywerenotdeemedlargeenough Theirprojectpresentationlackedspecificsandprojectteaminformatin Theyaretoocommercialofafirmfortherequirementsoftheselectionpanel
WhatdidPeteRommelbelievewasamajorflawTAC2'smarketingapproach?
TAC2didn'trecognizethatprospectswantpresentationsthataddresstheirprojectandneeds,ratherthangenericpresentationsofvisuallystimulatingbutlessthanrelevantprojects.
NamefourprojecttypesapartofTAC2's2004billings:
HealthCare,CorporateOffice,HigherEducation,Housing,UrbanPlanning,K12,Government,Tourism,andSports
IntheTAC2Architecturecasestudy,whatwasthepurposeoftheFactorAnalysisForm?
TheFactorAnalysisFormconsistedofspecificcriteriaweightedbyimportancetotheclient,toprovidearationalbasisfortheirselectionprocess.
WhydidTAC2losethePetoskeyHospitalAdditionprojecttoHYZ?
TAC2tooka1978Capricetotheinterview. TAC2'scredentialswerenotadequatefortheproject. HYZelicitedapositiveemotionalresponseduringintheinterview. TAC2'spresentationfocusedtoomuchontheuniquenessoftheirfirm. PeteRommelandBobCloverworeinexpensivesuits.
TAC2thoughttheywouldbenefitfromtheFactorAnalysisArchitectSelectionForminwhichway?
Itweightedflashypresentationshighly. Itweightedinnovationanddesignappearancehighly. Itweightedexperiencewithsimilarprojectslowly. Itrationallyweightedafirm'sabilitytoproducequalitywork. Ittookintoaccounthowcloselyaprincipalworkedwiththeprojectteam.
ThecollaborativeapproachofTAC2hasthreedistinguishingcharacteristics.WhichofthefollowingisNOToneofthem.
Thefirmwasastudiotypefirm. Thefirm'sarchitectsarebroadlyexperienced. Theprincipalscommentedonallprojects. Finaldecisionswenttothepincipalinchargeoftheproject.
WhataresomeimportantwaysthatTAC2andHYZdiffer?
Amongothers: 1)TAC2'sprincipalsare"firstandformeost"designers,whereasHYZprincipalsunderstandthatotheraspectsofthebusinessrequirejustasmuchtime(ie:marketing). 2)HYZreliesheavilyonclientimpressiontocreatebrandidenty,whereasTAC2isnotasfocusedonthisaspect. 3)HYZ'sexecutiveteamseesthelogicalnext
IntheTAC2ArchitectureCaseStudyreading,thecommitteechoseHYZtodesignthePetoskeyMemorialHospitaladdition.EventhoughtheFactorAnalysisFormwasnotusedtoreachthefinaldecision,itneverthelesscontributedtotheoutcomeexplainwhy.
TAC2assumedthatthecommitteewouldusetheFactorAnalysisFormtoobjectivelycomparethetwocompanies,butinsteadtheybasedthedecisiononmoresubjectiveaspectslikehowitwouldbetoworkwiththeteamandhowcoherenttheirpresentationwas.
Ofthefollowingpossibleanswers,accordingtoKoren,whatisthemostimportantfactorinfluencingaclient'sdecisiontohireanarchitect?
Thearchitect'sabilitytojustifytheoreticalformandfunctionwithhistoricistpolemics Thefirm'spastsuccesses,awards,andreputationforqualityservice Thefirm'screativityandproblemsolvingcapabilitiesthatdistinguishitfromitscompetitors Thefirm'sexpetiseandspecificindividuals'qualifications Emotionalfactorse.g.,the"chemistry"establishedwithfirmleaders
Korenofferedallofthefollowingaseffectivewaysofbuildingrelationshipswithyourclientsorprospects,EXCEPT:
Sendausefularticleonasubjectofinteresttothem. Pointoutabeneficialseminartheymightattend. Featuretheminyournewsletter. Askthemtogiveapresentationtoyourfirm. Provideupfront,probonoservices.
Basedona2006AIAFirmSurvey,whatwerethethreemostimportantsourcesofnewprojectsfor73percentoftheU.S.architecturefirms?
1)newworkfromexistingclients, 2)referralsfromclients,and 3)leadsfrompersonalandprofessionalcontacts
Whichofthefollowingwouldbetheleastimportantpartofmarketingstrategyforaglobaldesignconsultingpractice?
acommunicationstrategyforexistingclients thefirm'shardcopyportfolio howthereceptionistanswersthephone wheretheheadquartersislocatd developingaWebsite
CitethreeofthefivestepsinKoren'srecommendedprocessforbuildingacommunicationsplanaroundyourbrand?
1)defineyouraudiences; 2)getaclearpictureofhowyourfirmisperceived; 3)identifythefirm'smessage; 4)determinehowtotransmitthefirm'smessage; 5)makesureyourfirm"walksthetalk".
Whatactivityisnotdirectlypartofmarketing?
Sales Publicrelations Businessdevelopment Leadershipretreats Projectperformance
Whataretwosignificantfactorsthatdifferentiate"valuebased"selectionfrom"qualificationsbased"selection?
Invaluebasedselection, 1)theclienttypicallyhasaprojectthatfillsasignificantstrategicrolebutisinexperiencedwiththeprojecttype,and 2)theclient'spredominantinterestisindesign.
WhichofthefollowingwouldNOTbeviewedascriticalinformationinaonepagemarketingplan?
Themarket Thecompetition Currentpositionandclientbase Organizationalmodel Positioning
Whataretwokeyadvantagesofahybridordiversemarketingstrategyinvolvingspecializationinmultiplemarkets?
1)thefirmcanpursuethose"hot"marketsthatarelikelytoreturnhigherprofitability; 2)diversityofmarketsenablesafirmtooffsetdownmarketswithopportunitiesinothers,andtherebymaintainalevelstabilityandgrowth.
Identify3ofthe4strategicquestionsthatwouldbeaddressedina"positioningstatement".
Amongthem: 1)Whatisthemarket?; 2)Whatdoesthemarketneed?; 3)Whoisthecompetition?; 4)Whatdoweoffer?
Namefivecomponentsthatshouldbeincludedinaconcise,onepagemarketingplan.
Amongthem: 1)mission, 2)currentpositionandclientbase, 3)marketsizeandtrends, 4)competitors, 5)positioning, 6)objectives, 7)responsibilities, 8)schedule,and 9)budget.
Define"branding"asitappliestoprofessionalpractice.
Brandingistheprocessofoftryingtoinfluencetheperceptionofanaudienceastothequalitiesandcapabilitiesofaprofessionalservicefirm;abrandappliestotheentirefirm,inallitsmarkets,andshouldoriginatefromthefirm'svisionormissionstatement.
Definetheconceptof"positioning"inmarketingarchitecturalservices.
Positioningistheprocessofpackagingafirmforaspecifictargetmarketandinthecontextofspecificcompetitorsinthatmarket; a"position"appliestoonlyonemarket.
AccordingtoKoren,whatfactorisnotanimportantconsiderationinselectingafirmname?
Memorability Howitlooksonpaper Whatitsoundslike Isiteasytospell? Alloftheaboveareimportantfactors
Whatisthemostsignificantcostinmarketingthatneedstobereflectedinafirm'smarketingbudget?
indirectlabor,stafftime,or"softcosts"
WhichofthefollowingisNOTacharacteristicofclientswhoselectarchitectsbasedoncost?
Theyhaveacompleteprogram Theyhaveexperiencewiththeprojecttype Theyhaveexplicitdesignstandards Theyareinterestedindesigninnovation Theyareprimarilyintheprivatesector
Whatis"taskorderagreement".
Commonlyusedbyuniversities,governmentagencies,andcorporations,taskorderagreementsuseaQBSprocesstoincludefirmsonalistofprofessionalsdeemedqualifiedtoprovideservicesonprojectsofadefinedtype,scopeandcomplexity.
AccordingtoRosenzweig,whatarethethreebasicqualificationsaddressedbyclientswhenconsideringanarchitectforaproject?
1)experiencewiththeprojecttype, 2)experiencewithprojectsizeandcomplexity, 3)understandingofspecificclientneeds.
Whatis"QBS"?And,isitagoodthing?
"QualificationsBasedSelection";andyes,itisonthewholeapositiveapproach,certainlypreferabletoselectionbasedonfee.
Describeapotential"adverseeffect"ofprematurebranding.
Byprematurelyfixingonauniqueapproach,signatureaesthetic,etc,duetoearlysuccessandappealingtomarketexpectations,anarchitectmightunwittinglyconstrainhis/hercreativityandnaturaldesignevolution.
AccordingtoRybczynski,whyarestarchitectsshiftingtheirattentionfromculturalinstitutionstoluxurycondominiums?
runningoutofwork seekingbroaderbrandrecognition tiredofdoingmuseumsandconcerthalls wantingtoworkwithdevelopers seekingmorechallengngwork
WhichofthefollowingisNOToneoftheideasforbecomingoneofarchitecture'smostwantedaccordingtoAllisonHechtinthearticle,'BusinessDevelopment101'?
Sweatthedetails. Formstratagicrelationshipswithotherfirms. Approachprospectiveclientsviacoldcalls. Actlikeanarchitect. Useeverynameinyouraddressbook.
AccordingtoHughes,whichofthefollowingwillhelpyoustandoutagainstyourcompetitorsinajobinterview?
Havingawideskillset Having3goodreferences Knowingspecificdetailsaboutprojectsinyourportfolio BeingLEEDcertified Havingpriorexperieceworkingforanonprofit
Aftermanymonthsofjobsearchingandyoustillhaven'tfoundajob,accordingtoHugheswhatshouldyoudo?
Stepawayfromthehuntforalittlewhile,andtakeajobinanunrelatedfield. Takealowerpayingjobinthenonprofitsector Steerawayfromfirmsthathaverejectedyoupreviously. Avoidofficetours,astheyoftenresultinpoorimpressionsoftheapplicants. Offertoworkforcostoftransportationandparking.
