chapter-4
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chapter-4

Course Number: PADM 7040, Fall 2008

College/University: Valdosta

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PADM 7040 Nonprofit Management Week 4 Part 2 Jerry Merwin Week 4 Overview Readings: Andreason &amp; Kotler Chapter 4 Golembiewski &amp; Stevenson Case 15 The Supply Side of Volunteerism. Understanding Target Audience Behavior. Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a>...

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PADM 7040 Nonprofit Management Week 4 Part 2 Jerry Merwin Week 4 Overview Readings: Andreason &amp; Kotler Chapter 4 Golembiewski &amp; Stevenson Case 15 The Supply Side of Volunteerism. Understanding Target Audience Behavior. Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a> s</a> Part II. STRATEGIC PLANNING AND ORGANIZATION. Chapter 3. Strategic Marketing Planning. Chapter 4. Understanding Target Audience Behavior. Chapter 6. Segmentation, Positioning and Branding. Chapter 5. Acquiring and Using Marketing Information. Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a> s</a> Chapter 4 Understanding Target Audience Behavior &quot;What is the bottom line of all marketing strategy and tactics according to Andreasen and Kotler (p. 91)?&quot; (also see examples) What are behavioral drivers? Explain &quot;The Central Role of Exchange.&quot; (p. 93) What are the &quot;Levels of Understanding of Consumer Behavior&quot; (A &amp; K, p. 94)? See the diagram on p. 92. Types of exchanges? Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a> s</a> Chapter 4 Understanding Target Audience Behavior and Kotler, p. 95) How are &quot;individual behaviors&quot; important? (Andreasen Involvement and Complexity See the Table 41 on p. 96. Stages of Change? Explain &quot;Highly Complex Decisions.&quot; (p. 97) Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a> s</a> Chapter 4 What is going on in the Contemplation Process? (Page 99) See Figure 41 and note the factors and processes involved in the contemplation stage. Information Gathering Forming the Choice Set *(see Figure 42) Forming Evaluation Criteria *(see Figure 43) Evaluating Alternatives Combining Beliefs and Weightings *(see Table 42) Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a> s</a> Chapter 4 What is going on in the Contemplation Process? See Figure 41 and note the factors and processes involved in the contemplation stage. (Continued from previous slide) Objects Versus Behaviors Influence of Others Efficacy Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a> s</a> Chapter 4 What are the Strategy Implications we can take from the Contemplation Process research? (Page 107) Options of the marketer: Change beliefs about alternatives Change beliefs about competitors Change weightings Call attention to neglected favorable consequences Add new favorable consequences Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a> s</a> Chapter 4 How might Simplified Behavior come into play in the Contemplation Process? (Page 109) What is meant by LowInvolvement Behavior? (Page 110) If the consumer has made the decisions before it will simplify the process. Consumers with considerable experience might have formed routines. Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a> s</a> Chapter 4 How are Emotion and Mood important? (Page 111) Marketers might use music or images to evoke emotions that influence the consumer decision. Strategic Marketing for <a href="/keyword/nonprofit-organizations/" ><a href="/keyword/nonprofit-organization/" >nonprofit organization</a> s</a> Chapter 4 Appendix I: Methods for Determining Decision Criteria &amp; Weightings (Page 113) Direct Questioning Indirect Methods Perceptual Mapping Conjoint Analysis Cases and Applications in NonProfit Management The Supply Side of Volunteerism Week 4 Discussion Questions Thread 1: Choose one question A marketer for the Smithsonian Institution in Washington, D.C., identifies an association between attendance and family composition. Namely, families with up to three children are much more likely to patronize the Smithsonian than families with four or more children. List possible causations for this association. How might this marketer increase attendance by larger families? How might a gang member incorporate efficacy considerations into his decision to leave a gang? How might a social worker use this information to develop a behavior change strategy for youths that she counsels? Week 4 Discussion Questions Thread 2: Choose one question from The Supply Side of Volunteerism: What factors motivate people to volunteer? See the Exhibit 151 on page 71. Do you favor any of these explanations or can you come up with better reasons? Explain. You are a member of a search committee for a nonprofit agency looking for ways to increase its supply of volunteers. How can the search committee make use of the information in Exhibit 151?

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