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Marketing 11

Marketing 11. Services and Nonprofit Organization Marketing. Services & Nonprofit Organization Marketing-11. Importance of Services to the Economy Characteristics of Services Marketing Services Relationship Marketing and Services Nonprofit Organization Marketing. Importance of Services .

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Marketing 11

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  1. Marketing 11 Services and Nonprofit Organization Marketing

  2. Services & Nonprofit Organization Marketing-11 • Importance of Services to the Economy • Characteristics of Services • Marketing Services • Relationship Marketing and Services • Nonprofit Organization Marketing 11.1

  3. Importance of Services • Define a Service • Importance • 76% of US GDP • 79% of US Employment 11.2

  4. Characteristics of Services • Intangible • Cues • Inseparable • From customer and provider • Perishable • Can’t save a haircut • Variable • Degrees 11.3

  5. How to Manage Service Quality Examine Customer Expectations Develop a Service Strategy Train, Empower, & Support Employees Research Service Performance Communicate With Customers 11.4

  6. Service Quality • Reliability • Responsiveness • Assurance • Empathy • Tangibles 11.5

  7. Marketing Mix • Product • Process (people, possessions, stimulus) • Core and Supplementary • Customized/Standardized; Mix • Place • Your place or ours? • Convenience • Promotion • Stress tangible cues • Organizational image is key • Price • Unit? Hourly? Bundled?

  8. Relationship Marketing and Services • Promotions • Quality • Loyalty Programs • Build Social Bonds 11.6

  9. Nonprofit Organization Marketing • Nonprofits • attempt to bring about mutually satisfying exchanges with target markets 11.7

  10. Unique Challenges of Nonprofit Services Marketing • Funding is often received from one group while services are given to another group. • Services provided are often controversial. • Setting goals and measuring success is less straightforward • Often have little to spend on marketing • Often rely heavily on volunteers 11.8

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