Understanding business 8th by mcchugh nickels chapter 13

* * Marketing Strategies in Non-Profit Organizations • Find a productive board of trustees Directors • Make marketing the focus; not term sales short-• Know your mission and review mi

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Marketing Strategies in Non-Profit Organizations

• Find a productive

board of trustees (Directors)

• Make marketing the

focus; not term sales

short-• Know your mission

and review mission strategy regularly

• Practice strategic planning

• Carefully segment target market

• Train & develop volunteers for long- term

• Be frugal- know how

to manage finances

Plac e

Promotio

Buy at Computers

‘R Us

• Taco Bell Glen Bell

• Days Inn Cecil Day

• Bose Corp Amar Bose

• Bristol-Myers William Bristol

& John Myers

Source: World Features Syndicate

Founder(s)

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Other Things To Keep

In Mind With Price

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• Meow Mix Cat – 35 years

• Tony the Tiger – 54 years

• Toucan Sam – 45 years

• Geoffrey the Giraffe – 35 years

• Coca-Cola Polar Bears – 13 years

• MGM Lion – 78 years

Source: World Feature Syndicate

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• Define the Question

• Collect Data

• Analyze the data

• Choose the best solution and

implement

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Marketing Data:

Least Error Method

1. Put someone in charge.

2. Give everyone a method of collecting

data.

3. Identify the right data.

4. Centralize the data.

5. Use the Data.

Source: cmomagazine.com, September 2004

Custome r

Competitiv

e

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Influences on Consumer Behavior

Culture

Subcultur

e

Reference Group

Cognitive Dissonance

Custome r

Learning

•Problem Recognition

•Information Search

•Alternative evaluation

•Purchase decision

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Planning For More Business

• What do we do well-and not do well?

• What are we really selling?

• To whom do we sell?

• How do we reach our target group?

• How can we break through the clutter?

Source: Investor’s Business Daily, February 9, 2004

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Business-to-Consumer E-Commerce as % of Sales