IMPACT of COMPANY CHARACTERISTICS on MARKETING EXPENDITURES in CONSTRUCTION
In the 1960s, a “new” marketing concept known as "four Ps marketing mix" appeared that shifted the focus from the product to the customer. The marketing mixes are: product, price, promotion, and place (channels and distribution). Consequently, expenditures of marketing in a company may be explored from these mixes, because each mixes should have impact on cost of total marketing expenditures. On the other hand, there are various characteristics of contractors, such as type of projects pursued, location of projects etc. The hypotheses that company characteristics have significant impact on how the company expenses its marketing budget have been investigated by surveying the contractors. It is proved that there is significant difference on marketing expenditures between most company characteristics.