Titlebook: Marketing for the Non-Profit Sector; Tim Hannagan Textbook 1992Latest edition Macmillan Publishers Limited 1992 marketing.organization.Pro

Paleontology

细胞

Products and Services,hysical objects, services, persons, places, organisations and ideas’ (Philip Kotler). This definition includes services and it is useful both to realise that they are ‘products’ and that there are differences between them and physical products. Whereas a product is tangible and its sale involves a c

MOAT

Price,if a charge is made, it may represent a relatively small part of the total cost. However, there is a ‘cost’ or a ‘price’ for all goods and services whether provided by the profit or non-profit sector. The provision of a ‘free’ service or a subsidised service involves just as many strategic marketing

Carcinogenesis

放大

Promotion,an make use of it or buy it; they need to know that it exists and also what benefits they will receive from it. At the very least, non-profit organisations have to tell people they are there and tell them about the products/services they provide. This means that even the least responsive non-profit

GIDDY

The Control of Marketing,ll continue as it has in the past; on the other hand, it is essential to know how well a marketing strategy is working in order to control its quality and provide an after-sales service. The marketing plan needs constant fine tuning to maximise the probability that the organisation will achieve its

overhaul

The Marketing Audit,marketing in terms of products/services, prices, place and promotion (the four ‘Ps’). It will study the organisation’s markets, customers and competitors, and the overall economic, political, cultural and technical environment.

Soliloquy

Marketing Research,ed synonymously, market research is in fact concerned with the measurement and analysis of markets rather than the marketing process in these markets. The Market Research Society suggests that ‘market(ing) research provides information on people’s preferences, attitudes, likes and needs to help companies understand what consumers want’.