MRKTNG 3000 1nd Edition Lecture 6Outline of Last LectureI. Market research a. Typesi. Syndicated research servicesii. Marketing information systemsiii. Non-recurring research projects b. Research using primary dataII. Processa. Market research using primary dataIII. Approaches a. Primaryb. SecondaryIV. Estimating Demand V. Market demand methods Outline of Current Lecture VI. Non-profit marketingVII. Targeting and non-profits Current LectureThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Non-profit marketingWhy?-Non-profit sector is growing and requires different marketing perspectives than that for businesses-There is a heightened need in this area for marketing expertise-Students and those looking for their first jobs have special opportunities in working for a non-profit US Nonprofit sector:-Over 1 million organizations-Generate $1.1 trillion in revenue each year-Account for about 7% of all employment-Many types (arts, education, religion, etc.)Targeting:-Unlike businesses-Non-profits are mission based -Customer satisfaction not necessarily the only goal-Consumers of non-profit product/service-Not necessarily responsible for financial support-Greater need to target multiple constituencies-E.g. university students, patents, legislature, employers, etc.-Two general target groups-Those served (e.g. students, churchgoers, cancer researchers)-Donors (financial and volunteers)Donor benefits:PersonalThe Food Bank strategy-Providing multiple reasons to give-Communicate constituency need-Communicate efficiency of serving constituency-Using partnerships-Using
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