טכניון מכון טכנולוגי לישראל
הטכניון מכון טכנולוגי לישראל - בית הספר ללימודי מוסמכים  
M.Sc Thesis
M.Sc StudentBen-Arie Rakefet
SubjectThe Extents of Using Marketing Approach and Tools in
the Process of Housing Planning in Israel - Case
Study: The Ministry of Construction and
Building
DepartmentDepartment of Architecture and Town Planning
Supervisor Professor Emeritus Rachel Kallus


Abstract

Marketing places was first known in United-States at the end of the 19th century and in England at the beginning of the 20th century. It was used mainly to sell places for tourism and settlement. Over the past three decades marketing perspective has changed from a product-oriented approach emphasizing the product’s advantages to the consumer, to a consumer-oriented approach, where businesses strive to produce products desired or needed by the consumer. The defining of marketing as a product planning procedure together with social marketing growth and non-profit marketing enabled the marketing perspective to penetrate first to cities management and later to urban planning.


There is limited information about the penetration of marketing into housing planning, even though housing is an important factor in human life. History shows a growing gap between housing manufacturers and the tenants. From a situation in which a person builds his own home according to one’s needs, to a situation where many of the participants in the production process are detached from the consumer. This research is based on the assumption that the use of a marketing approach in housing planning will narrow this gap, since the marketing system enables the creation of an interactive, communicative framework in the manufacturer-consumer relations, thus increasing compatibility between the housing products and their users.


This research examines the extent of using marketing approach and tools in the process of housing planning in Israel. The case study of this research is the Ministry of Construction and Building.  The research was divided into two stages. The first stage includes the preliminary study, which examined the organizational structure of this Ministry, its areas of operation and the lodging creation process. The second stage included the Subject study, which measured the extent to which the Ministry uses the marketing approach in the process of manufacturing a lodging. A measuring tool was developed for this study based on the marketing management process and other processes presented by Ashworth & Voogd (1990). The tool was practiced on two main housing products. A neighborhood planned by the Ministry, and a locality, which is part of the neighborhood and is planned and built by contractual companies that won tenders and are regulated and supervised by the Ministry. The research includes 3 neighborhood and 6 localities. The research examine each of the housing products and comparer between them.