Lecture18
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Lecture18

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    Lecture18 Lecture18 Presentation Transcript

    • Not-for-Profit Marketing 21
    • Nonprofit Organization (NPO)
      • Organization whose primary objective is something other than returning a profit to its owners.
      Not-for-Profit Marketing 20-2
    • Characteristics of a Nonprofit Organization (NPO)
      • Product offered is often intangible
      • Multiple publics
      • Customer has less influence
      • The resource contributor interferes with the marketing program
      • Lack of bottom line
      • Lack of single clear organizational structure
      • Sometimes inefficient
      21 20-3
    • Types of Nonprofit Marketing (1 of 2)
      • Person Marketing
        • Efforts designed to cultivate the attention, interest, and preference of a target market toward a person.
      • Social Marketing
        • The analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of society .
      21 20-5a
    • Types of Nonprofit Marketing (2 of 2)
      • Organization Marketing
        • Attempts to influence others to accept the goals of, receive the services of, or contribute in some way to an organization.
      21 Not-for-Profit Marketing 20-5b
    • Developing a Marketing Strategy
      • Marketing Research
      • Product Strategy
      • Pricing Strategy
      • Distribution Strategy
      • Market Communications Strategy
      21 20-6
    • Thank you