ABSTRACT
This chapter examines the term “marketing” in the property industry, describes each marketing function in terms of property and illustrates marketing to a particular group. The term market research is taken to mean research which investigates some aspect of a property sector, such as agricultural business tenancies or self storage facilities. Market segmentation is a process by which the market is investigated with the view to identifying the needs of those in the market for a type of property. Channel development is a continuous process of trying to improve the way in which a market operates. The product is the building together with terms and conditions on which a particular property or building is to be sold or let. Customer care is the term which describes the activities the developer, contactor or landlord undertakes to maintain good relations with the buyer or lessee who has taken property.
