Marketing Final Exam Notes

Marketing Final Exam Notes - Marketing Final Exam Notes...

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Marketing Final Exam Notes Non-Profit Marketing U.S. Nonprofit Services Over 1 million organizations o Generate $1.1 trillion in revenue each year o Account for abut 7% of all employment Many types o Arts/Culture/Humanities o Education o Religious o Cause-Based Group-Central MO Food Bank Targeting Unlike businesses o Non-profits are mission based Consumer satisfaction not necessarily the goal o “Consumers” of non-profit product/service Not necessarily responsible for financial support o Greater need to target multiple constituencies E.g. University- students, parents, legislature, employers, etc o Two General Targeted Groups Those served (e.g. students, churchgoers, cancer researchers) Donors (financial and volunteers) Fundraising Segmentation Example * Target Donor Profiles Category % Who/Type of Support Why Give Communitarians 26 91% male Local charities To improve communities business Devout 21 80% male Religious orgs Moral obligation Investors 15 87% male, 75% business owners Wide Variety Rather support them than government Socialites 11 62% female Arts, education, religious Believe giving is entry to social group Repayers 10 65% male Education Loyalty due to even Central Missouri Food Bank Strategy Providing multiple reasons to give o Communicate constituency need “Do you feel for them now?” Targeting Communitarians, Devout segments o Communicate efficiency of serving constituency
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% of donations that go to needy 20 lbs. of food for every $ Targeting Investors, Communitarians segments o Using Publicity Letting people know “who the good guys are” Targeting Communitarians, Socialites o Using Partnerships The indirect appeal-using others to get donations Provides another “self-interest” reason Provides fresh message Donor Benefits Personal o Feel good about oneself by giving to a good cause Social o Belong to donor group, invited to special events or get special privileges Functional o Reduce future costs o Tax benefits Experiential o “Fun” fundraising events o Valuable/enjoyable volunteer experience Integrated Marketing Communication (IMC) Integrated Marketing Communication: The concept of designing marketing activities- advertising, personal selling, sales promotion, and public relations- to provide a consistent message across all audiences is referred to as integrated marketing communications (IMC) Promotion Elements o Advertising Paid form on nonpersonal communication o Personal selling Two-way, personal (e.g. face-to-face) communication o Public Relations Communications management that seeks to influence stakeholders (e.g. publicity, lobbying etc) o Sales Promotion Short-term inducement of value to arouse interest (e.g. coupons, samples, contests, etc) Promotional mix Combination of one ore more promotional elements o Goal is to integrate marketing communications
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I.e. have elements working together Factors affecting promotional mix decision
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This note was uploaded on 10/16/2008 for the course MARKETING 3000 taught by Professor Poor during the Spring '08 term at Missouri (Mizzou).

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Marketing Final Exam Notes - Marketing Final Exam Notes...

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