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Housing-M2 Lecture
Housing-M2 Lecture
Housing-M2 Lecture
MARKETING BASICS
Marketing: working with markets to bring about exchanges for the purpose of satisfying human needs
and wants.
THE SOCIETAL MARKETING CONCEPT holds that the organization should determine the needs, wants,
and interests of target markets
The Marketing Management Process
• Analyzing Market Opportunities
• Marketing Research and Info Systems
• Consumer Markets
• Organizational Markets
- Potential Market: The set of consumers which profess some level of interest in a particular product
orservice.
- Available Market: The set of consumers who have interest, income, and access to a particular
productor service.
- Qualified Available Market: The set of consumers who have interest, income, access and
qualificationsfor a particular product or service.
- Served market or Target Market: The part of the qualified available market the company decides
topursue.
- Penetrated Market: The set of consumers who have bought a particular product or service.
- Forecasting: The art of estimating future demand by anticipating what buyers are likely to do under
agiven set of conditions.
GEOGRAPHICAL CHARACTERISTICS
• Physical Size of a Locality
• Topographical Characteristics
• Climate Conditions
ECONOMIC FACTORS
• GNP per Capita
• Income Distribution
• Rate of Growth of GNP
• Ratio of Investment to GNP
TECHNOLOGICAL FACTORS
• Level of Technological Skills
• Existing Production Technology
• Existing Consumption Technology
• Education Levels
SOCIO-CULTURAL FACTORS
• Dominant Values
• Lifestyle Patterns
• Ethnic Groups
• Linguistic Fragmentation
DEMOGRAPHIC
• Age
• Sex
• Family Size
• Family Life Cycle
• Income
• Occupation
• Education
• Religion
• Race/Nationality
PSYCHOGRAPHIC
• Social Class
• Lifestyle
• Personality
BEHAVIORISTIC
• Purchase Occasion
• Benefits Sought
• User Status
• Usage Rate
• Loyalty Status
• Readiness Stage
• Attitude toward Product
Cost-Benefit Analysis
• Quantifying Costs
• Quantifying Benefits
• Quantifying Net Effect
2. Disaster Relief Housing – goal is to prepare housing victims within hours of a disaster striking
3. Energy Efficient Housing - well insulated and sealed against air leaks.
4. Affordable Housing - housing units that are affordable by that section of society whose income is
below the median household income (https://economictimes)
5. Vertical Housing - means the construction or remodeling of any building, structure or other
improvement that is predominantly vertical
Industrialized housing
1. Concrete modular building - also called as pre-cast or prefabricated concrete buildings
2. Solar power - has a rooftop photovoltaic (PV) array or ground mount solar system installed
Affordable housing
Low-cost Efficient System (Indigenous Materials)
Vertical housing
1. Medium to High Rise Condominiums
2. Tenement Housing - narrow, low-rise apartment buildings that were shared by many people
B. Dimensional Stability
Four principles can be identified regarding dimensional changes of building materials & structures:
• elastic & inelastic, deformations due to applied loads
• expansion & contraction due to changes in temperature,
• expansion & contraction due to changes in moisture content, &
• movement due to chemical reaction between materials in contact or between materials & moist air
Most cracking in building surfaces can be due to induced stresses because of restraints to shrinkage &
thermal movements. These changes are dependent on 4 factors namely:
• The magnitude of the movement in the material if unrestrained
• The modulus of elasticity of the material
• The capacity of the material to creep or flow under load
• The degree of restraint to the movement of the material by its connection to other elements of the
structure.
C. Exclusion of Water
Three principles by which the interior of a building may be kept dry are to be observed.
• The provision at the outer face or anywhere within the building fabric of a skin that is completely
impermeable
• The use of materials that are permeable to water
• The provision behind the outer skin of a continuous cavity to break the capillary paths along which
moisture travels.
D. Fire protection
• The designer resorts to other methods of providing the necessary standard of safety against death due
to fires inbuilding.
• Provision of an appropriate means of escape from the building
• Proper designing of the buildings
• Safety provisions of fire safety are determined by occupancy
D. Comfort Conditions
• insulation & ventilation
• the extremes of temperature are not so large• thermodynamic principle of heat• providing insulation
in construction
E. Acoustical Comfort
• reasonable sound insulation in buildings
• problems of acoustics must be considered first in terms of the whole building system
• consider 2 types of noises
F. Illumination
• solar access must be assured in the building
• Good lighting
• in use of daylighting
• levels of lighting have to be translated into levels of daylight & into sizes of windows openings
• color of room surfaces.
Workability of mortar:
• ability to flow while being sufficiently cohesive & adhesive
• ability to hold water against suction of the bricks
Wall
• The space covered by a roof must also necessarily be protected by walls. Rainwater propelled against
walls has minimal contact with the wall surface unless wall material itself is permeable.
The Opening
• Window panel serves both as awning as well as closure for the opening.
• When houses become substantial, sliding windows were introduced.
• During sunny days, capiz sliding sashes could do nothing against the glare so a system was introduced
to cut off the glare in the form of sliding louvered shutters
The Amount of floor Space
• One of the basic cost determinants in house construction is the volume of space enclosed. Sleeping
area don’t require head space. Lofts & ledgers add to sleeping areas without affecting volume of space
enclosed.
The Opening
• Openings in a house admit light & air into the house and satisfy the psychological need to relate to the
outside. The multiple functions of the conventional window could perhaps be isolated, function by
function, & each onecould be interpreted singularly.
• The Amount of Floor Space
• In a low-cost type of house, disposition of space for maximum utility is of primary concern.
• disposition of floor space when space is at a minimum should allow for multiplicity of uses.
• The sacrifice of the personal privacy of members of the household becomes inevitable in a minimal
dwelling unit.
• floors used for sleeping should be best elevated above ground
Eight points are presented as a tool kit for poverty alleviation through housing and construction:
I. Upgrading informal housing
• Even though the informal housing sector produces the majority of all new housing units in the cities of
developing countries, it is rarely appreciated or supported.
• the acceptance of informal settlements as legitimate forms of urban housing which should be
improved rather than demolished.
Strategies to support the small-scale formal and informal sector contractors include:
• development of mechanisms to make credit available to small-scale contractors.
• targeted procurement
• above a certain financial capacity.
• revision of regulations on preferential pricing and building.
• splitting large contracts into several smaller contracts.
• creating a revolving fund for equipment procurement.
• provision of training in tendering and contract management.
• facilitating access to credit.