MRKTNG 3000 1nd Edition Lecture 6 Outline of Last Lecture I Market research a Types i Syndicated research services ii Marketing information systems iii Non recurring research projects b Research using primary data II Process a Market research using primary data III Approaches a Primary b Secondary IV Estimating Demand V Market demand methods Outline of Current Lecture VI Non profit marketing VII Targeting and non profits Current Lecture These 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 marketing Why 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 nonprofit 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 Personal The Food Bank strategy Providing multiple reasons to give Communicate constituency need Communicate efficiency of serving constituency Using partnerships Using publicity
View Full Document
Unlocking...