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Marketing Private, Nonprofit and Government Organizations - Assignment Example


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Marketing Private, Nonprofit and Government Organizations

Non-profit organization typically appeals to the audience “charitable heart“ to seek support for a certain cause or endeavor that a certain non-profit organization is involved. For example, promoting Red Cross or the Salvation Army with objective of increasing its donation from its prospective donors. In the example cited, marketing to increase donation can be a real challenge considering that the target market gets nothing in return except for the feeling and recognition that they were able to help others. 2. Distinguish between “organizational-level” and “campaign” marketing planning. Describe how they intersect and give an example of each (either real or hypothetical).  For non-profit organizations, organizational level marketing is responsible for attracting customers to support its objective/s which is not for profit, but rather to donate or raise money for its cause. This organizational level marketing cannot materialize without the “campaign” or the concrete marketing effort to execute what the organizational level marketing intends to achieve. ...
The executive director is the organization’s founder, and has told you to “just get on with it.” What arguments would you give to convince her to conduct research as part of market analysis before setting a plan in motion?  The best argument that I could give to the Marketing Director that it would be necessary to conduct research as part of market analysis before setting a plan in would be “It will be difficult to ask for money from

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people that we do not understand because we would not know how to approach and ask effectively, thus making the plan doom to fail”. Of course we can always ask for donation, but can we immediately collect donations? In this regard, marketing for non-profit organization and profit organization is no different in principle. In non-profit organization, the way to raise capital for the needed expansion to respond to people diagnosed with autism may be done through more donations, charging existing patients more, asking government subsidy, etch, but this is no different from a profit oriented company who wants to increase its revenue. Such, it would be necessary to know the purchasing behavior of the market or in the case of a non-profit organizations, what appeals to the donors to give more and/or what approach is best to make non-donors become a donor. This is a tougher marketing effort considering that its target audience will not get anything in return except the idea that they have helped or contributed to something good. Unlike in profit oriented organization where there is a tangible product or service that they can offer that would benefit the customer, in non-profit organization, it would be just selling the idea of


1. Discuss the idea that “marketing is aimed at changing behavior.” Why does this fact make nonprofit marketing more challenging than product marketing in a for-profit company?  Marketing aims to influence the behavior of its target market’s with the end of making them purchase or patronize its good and services through its marketing campaign…
Marketing Private, Nonprofit and Government Organizations
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