Strategic Marketing for Nonprofit Organizations

1. Department of Marketing Patuakhali Science and Technology University Strategic Marketing for Nonprofit Organizations Afjal Hossain Assistant Professor

2. Department of Marketing Patuakhali Science and Technology University Chapter Two Developing a Customer-centered Mindset

3. Department of Marketing Patuakhali Science and Technology University Marketing Management • Definition The process of planning and executing programs designed to influence the behavior of target audiences by creating and maintaining beneficial exchanges for the purposes of satisfying individual and organizational objectives. • Objective • Influence behavior

4. Department of Marketing Patuakhali Science and Technology University Museum Director describes Marketing • What they would like to offer • More likely to see their product as desirable for everyone • Less interested in changing prices to increase revenues • Less willing to change their distribution strategy • Less willing in the future to “change the nature of the products and services”

5. 01 03 02 Department of Marketing Patuakhali Science and Technology University The Evolution of Marketing Philosophy The Product Mindset The Sales Mindset The Customer Mindset

6. Department of Marketing Patuakhali Science and Technology University Customer-centered Organizations Are of 3 types: • More customer-centered but lacks the needed resources or power over employees • Is not customer-centered and concentrate on things other than customer satisfaction • Organizations that intentionally act unresponsively to the publics they are supposed to serve.

7. Department of Marketing Patuakhali Science and Technology University Detecting an Organization-centered Orientation There are 6 clues to identify organization-centered orientation: • The organization’s offering is seen as inherently desirable • Customer ignorance and lack of motivation are seen as the barriers to success • A minor role is given to customer research • Marketing is defined as promotion • One really good strategy is seen as all-you need • There is assumed to be “No generic competition”

8. Department of Marketing Patuakhali Science and Technology University Characteristics of Customer-centered Marketing Management • Behavior as the “Bottom Line” of much of what it does • It will be customer-centered • It will more focus on research • It will have a bias toward segmentation • It will define competition broadly • Using the full marketing mix not communication only

9. 1 2 3 Marketing should not be positioned as a substitute for organizational management It should not granted that the organization is already doing many things that are marketing Other pressures on the organization should be recognized Limited understanding of marketing by present organization members The translation of for-profit marketing to the specific nonprofit context should not be done mechanically 5 4 Department of Marketing Patuakhali Science and Technology University Introducing a Customer-centered Mindset

10. 7 8 9 Getting marketing accepted in an ongoing organization is much more a political activity Recognize that many nonprofit managers have come to their positions from nonbusiness backgrounds There should be a careful selection of early marketing projects Setback will occur and compromises will have to be made 6 Department of Marketing Patuakhali Science and Technology University Introducing a Customer-centered Mindset 5 Criteria should met by such projects: • Evaluated by explicit performance measures • Completed within a short to medium time period • Use a limited portion of available resources • Neither peripheral nor central to the organization • Results should be obvious to key decision makers within the organization

11. Thank You Make Presentation much more fun