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) TheyhadthelowerscoreontheFactorAnalysisForm.
(B) TheselectioncommitteewasunsurewhatitwouldbeliketoworkwiththeTAC2team.
(C) Theirpresentationwasdisjointed.
(D) BandC.
(E) AandB.
(D)
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.