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Marketing Private, Nonprofit and Government Organizations
Pages 3 (753 words)
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.
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. ...
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