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New Text Document 7.txt
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  1. 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)BandC.
    (B)TheselectioncommitteewasunsurewhatitwouldbeliketoworkwiththeTAC2team.
    (C)AandB.
    (D)Theirpresentationwasdisjointed.
    (E)TheyhadthelowerscoreontheFactorAnalysisForm.
    (A)
    (this multiple choice question has been scrambled)
  2. IntheTAC2casestudy,whyhadTAC2neversystematizedtheirbusinessdevelopmentpractices?
    • Suchsystematizationwasnotconsidered
    • 1)"professional",
    • 2)consistentwiththeircultureofcollaboration,and
    • 3)necessarytogetsufficientworktomaintaintheirgrowthobjectives.
  3. IntheTAC2casestudy,whatwastheFactorAnalysisFormtheoreticallysupposedtoaccomplishintheselectionprocess?
    Theformwastohavefacilitatedarationalselectionprocessforthebestsuitedarchitecturefirm.
  4. WhattypesofissuesaredescribedbyBobCloverasthemostdemandingchallengesinTAC2'scollaborativeculture?
    • Designissues
    • Technicalissues
    • Financialissues
    • Organizationalissues
    • Recruitmentandpromotionissues
  5. WhatisseenastheprimaryreasonthatTAC2didnotreceivethecommissionforthePetoskeyHospitalProject?
    • Theyareunderqualified
    • Theywereoutbid
    • Theywerenotdeemedlargeenough
    • Theirprojectpresentationlackedspecificsandprojectteaminformatin
    • Theyaretoocommercialofafirmfortherequirementsoftheselectionpanel
  6. WhatdidPeteRommelbelievewasamajorflawTAC2'smarketingapproach?
    TAC2didn'trecognizethatprospectswantpresentationsthataddresstheirprojectandneeds,ratherthangenericpresentationsofvisuallystimulatingbutlessthanrelevantprojects.
  7. NamefourprojecttypesapartofTAC2's2004billings:
    HealthCare,CorporateOffice,HigherEducation,Housing,UrbanPlanning,K12,Government,Tourism,andSports
  8. IntheTAC2Architecturecasestudy,whatwasthepurposeoftheFactorAnalysisForm?
    TheFactorAnalysisFormconsistedofspecificcriteriaweightedbyimportancetotheclient,toprovidearationalbasisfortheirselectionprocess.
  9. WhydidTAC2losethePetoskeyHospitalAdditionprojecttoHYZ?
    • TAC2tooka1978Capricetotheinterview.
    • TAC2'scredentialswerenotadequatefortheproject.
    • HYZelicitedapositiveemotionalresponseduringintheinterview.
    • TAC2'spresentationfocusedtoomuchontheuniquenessoftheirfirm.
    • PeteRommelandBobCloverworeinexpensivesuits.
  10. TAC2thoughttheywouldbenefitfromtheFactorAnalysisArchitectSelectionForminwhichway?
    • Itweightedflashypresentationshighly.
    • Itweightedinnovationanddesignappearancehighly.
    • Itweightedexperiencewithsimilarprojectslowly.
    • Itrationallyweightedafirm'sabilitytoproducequalitywork.
    • Ittookintoaccounthowcloselyaprincipalworkedwiththeprojectteam.
  11. ThecollaborativeapproachofTAC2hasthreedistinguishingcharacteristics.WhichofthefollowingisNOToneofthem.
    • Thefirmwasastudiotypefirm.
    • Thefirm'sarchitectsarebroadlyexperienced.
    • Theprincipalscommentedonallprojects.
    • Finaldecisionswenttothepincipalinchargeoftheproject.
  12. WhataresomeimportantwaysthatTAC2andHYZdiffer?
    • Amongothers:
    • 1)TAC2'sprincipalsare"firstandformeost"designers,whereasHYZprincipalsunderstandthatotheraspectsofthebusinessrequirejustasmuchtime(ie:marketing).
    • 2)HYZreliesheavilyonclientimpressiontocreatebrandidenty,whereasTAC2isnotasfocusedonthisaspect.
    • 3)HYZ'sexecutiveteamseesthelogicalnext
  13. IntheTAC2ArchitectureCaseStudyreading,thecommitteechoseHYZtodesignthePetoskeyMemorialHospitaladdition.EventhoughtheFactorAnalysisFormwasnotusedtoreachthefinaldecision,itneverthelesscontributedtotheoutcomeexplainwhy.
    TAC2assumedthatthecommitteewouldusetheFactorAnalysisFormtoobjectivelycomparethetwocompanies,butinsteadtheybasedthedecisiononmoresubjectiveaspectslikehowitwouldbetoworkwiththeteamandhowcoherenttheirpresentationwas.
  14. Ofthefollowingpossibleanswers,accordingtoKoren,whatisthemostimportantfactorinfluencingaclient'sdecisiontohireanarchitect?
    • Thearchitect'sabilitytojustifytheoreticalformandfunctionwithhistoricistpolemics
    • Thefirm'spastsuccesses,awards,andreputationforqualityservice
    • Thefirm'screativityandproblemsolvingcapabilitiesthatdistinguishitfromitscompetitors
    • Thefirm'sexpetiseandspecificindividuals'qualifications
    • Emotionalfactorse.g.,the"chemistry"establishedwithfirmleaders
  15. Korenofferedallofthefollowingaseffectivewaysofbuildingrelationshipswithyourclientsorprospects,EXCEPT:
    • Sendausefularticleonasubjectofinteresttothem.
    • Pointoutabeneficialseminartheymightattend.
    • Featuretheminyournewsletter.
    • Askthemtogiveapresentationtoyourfirm.
    • Provideupfront,probonoservices.
  16. Basedona2006AIAFirmSurvey,whatwerethethreemostimportantsourcesofnewprojectsfor73percentoftheU.S.architecturefirms?
    • 1)newworkfromexistingclients,
    • 2)referralsfromclients,and
    • 3)leadsfrompersonalandprofessionalcontacts
  17. Whichofthefollowingwouldbetheleastimportantpartofmarketingstrategyforaglobaldesignconsultingpractice?
    • acommunicationstrategyforexistingclients
    • thefirm'shardcopyportfolio
    • howthereceptionistanswersthephone
    • wheretheheadquartersislocatd
    • developingaWebsite
  18. CitethreeofthefivestepsinKoren'srecommendedprocessforbuildingacommunicationsplanaroundyourbrand?
    • 1)defineyouraudiences;
    • 2)getaclearpictureofhowyourfirmisperceived;
    • 3)identifythefirm'smessage;
    • 4)determinehowtotransmitthefirm'smessage;
    • 5)makesureyourfirm"walksthetalk".
  19. Whatactivityisnotdirectlypartofmarketing?
    • Sales
    • Publicrelations
    • Businessdevelopment
    • Leadershipretreats
    • Projectperformance
  20. Whataretwosignificantfactorsthatdifferentiate"valuebased"selectionfrom"qualificationsbased"selection?
    • Invaluebasedselection,
    • 1)theclienttypicallyhasaprojectthatfillsasignificantstrategicrolebutisinexperiencedwiththeprojecttype,and
    • 2)theclient'spredominantinterestisindesign.
  21. WhichofthefollowingwouldNOTbeviewedascriticalinformationinaonepagemarketingplan?
    • Themarket
    • Thecompetition
    • Currentpositionandclientbase
    • Organizationalmodel
    • Positioning
  22. Whataretwokeyadvantagesofahybridordiversemarketingstrategyinvolvingspecializationinmultiplemarkets?
    • 1)thefirmcanpursuethose"hot"marketsthatarelikelytoreturnhigherprofitability;
    • 2)diversityofmarketsenablesafirmtooffsetdownmarketswithopportunitiesinothers,andtherebymaintainalevelstabilityandgrowth.
  23. Identify3ofthe4strategicquestionsthatwouldbeaddressedina"positioningstatement".
    • Amongthem:
    • 1)Whatisthemarket?;
    • 2)Whatdoesthemarketneed?;
    • 3)Whoisthecompetition?;
    • 4)Whatdoweoffer?
  24. Namefivecomponentsthatshouldbeincludedinaconcise,onepagemarketingplan.
    • Amongthem:
    • 1)mission,
    • 2)currentpositionandclientbase,
    • 3)marketsizeandtrends,
    • 4)competitors,
    • 5)positioning,
    • 6)objectives,
    • 7)responsibilities,
    • 8)schedule,and
    • 9)budget.
  25. Define"branding"asitappliestoprofessionalpractice.
    Brandingistheprocessofoftryingtoinfluencetheperceptionofanaudienceastothequalitiesandcapabilitiesofaprofessionalservicefirm;abrandappliestotheentirefirm,inallitsmarkets,andshouldoriginatefromthefirm'svisionormissionstatement.
  26. Definetheconceptof"positioning"inmarketingarchitecturalservices.
    • Positioningistheprocessofpackagingafirmforaspecifictargetmarketandinthecontextofspecificcompetitorsinthatmarket;
    • a"position"appliestoonlyonemarket.
  27. AccordingtoKoren,whatfactorisnotanimportantconsiderationinselectingafirmname?
    • Memorability
    • Howitlooksonpaper
    • Whatitsoundslike
    • Isiteasytospell?
    • Alloftheaboveareimportantfactors
  28. Whatisthemostsignificantcostinmarketingthatneedstobereflectedinafirm'smarketingbudget?
    indirectlabor,stafftime,or"softcosts"
  29. WhichofthefollowingisNOTacharacteristicofclientswhoselectarchitectsbasedoncost?
    • Theyhaveacompleteprogram
    • Theyhaveexperiencewiththeprojecttype
    • Theyhaveexplicitdesignstandards
    • Theyareinterestedindesigninnovation
    • Theyareprimarilyintheprivatesector
  30. Whatis"taskorderagreement".
    Commonlyusedbyuniversities,governmentagencies,andcorporations,taskorderagreementsuseaQBSprocesstoincludefirmsonalistofprofessionalsdeemedqualifiedtoprovideservicesonprojectsofadefinedtype,scopeandcomplexity.
  31. AccordingtoRosenzweig,whatarethethreebasicqualificationsaddressedbyclientswhenconsideringanarchitectforaproject?
    • 1)experiencewiththeprojecttype,
    • 2)experiencewithprojectsizeandcomplexity,
    • 3)understandingofspecificclientneeds.
  32. Whatis"QBS"?And,isitagoodthing?
    "QualificationsBasedSelection";andyes,itisonthewholeapositiveapproach,certainlypreferabletoselectionbasedonfee.
  33. Describeapotential"adverseeffect"ofprematurebranding.
    Byprematurelyfixingonauniqueapproach,signatureaesthetic,etc,duetoearlysuccessandappealingtomarketexpectations,anarchitectmightunwittinglyconstrainhis/hercreativityandnaturaldesignevolution.
  34. AccordingtoRybczynski,whyarestarchitectsshiftingtheirattentionfromculturalinstitutionstoluxurycondominiums?
    • runningoutofwork
    • seekingbroaderbrandrecognition
    • tiredofdoingmuseumsandconcerthalls
    • wantingtoworkwithdevelopers
    • seekingmorechallengngwork
  35. WhichofthefollowingisNOToneoftheideasforbecomingoneofarchitecture'smostwantedaccordingtoAllisonHechtinthearticle,'BusinessDevelopment101'?
    • Sweatthedetails.
    • Formstratagicrelationshipswithotherfirms.
    • Approachprospectiveclientsviacoldcalls.
    • Actlikeanarchitect.
    • Useeverynameinyouraddressbook.
  36. AccordingtoHughes,whichofthefollowingwillhelpyoustandoutagainstyourcompetitorsinajobinterview?
    • Havingawideskillset
    • Having3goodreferences
    • Knowingspecificdetailsaboutprojectsinyourportfolio
    • BeingLEEDcertified
    • Havingpriorexperieceworkingforanonprofit
  37. Aftermanymonthsofjobsearchingandyoustillhaven'tfoundajob,accordingtoHugheswhatshouldyoudo?
    • Stepawayfromthehuntforalittlewhile,andtakeajobinanunrelatedfield.
    • Takealowerpayingjobinthenonprofitsector
    • Steerawayfromfirmsthathaverejectedyoupreviously.
    • Avoidofficetours,astheyoftenresultinpoorimpressionsoftheapplicants.
    • Offertoworkforcostoftransportationandparking.

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