MKTG 3000 Lecture Notes - Lecture 18: Pollination
I. Nonprofit organization
a. An organization that exists to achieve some goal other than the usual business goals of
profit, arket share, or retur o iestet. Usually a serie: orgaizatio
i. Organization centered orientation
1. The offer is seen as inherently desirable—staffed by those passionate
aout the ause, ot eessarily opetet at futios, oluteer
status
2. Customer ignorance or lack of motivation are seen as barriers to success
3. A minor role is given to consumer research
4. Marketing is defined as promotion and communication
5. Marketing is intrusivie, manipulative, wasteful, not needed
6. They ignore or believe there is no competition
7. One good strategy is assumed is all that is needed, while they have
multiple stakeholders (undifferentiated)
ii. Stakeholders of dance marathon
1. Dancers, donors, families, children, sponsors/local businesses,
b. Distinctions between businesses and non profits
i. Benefit complexity
1. Do you understand what peoplea re looking for
ii. Weak or indirect benefit strength
iii. Low involvement
1. Challenging
c. To make non profit work
i. The story is there, need to be make sure that we tie up emotional pieces, and
have a multi-segment mix
ii. Make sure each constituency can tie to organization
d. Challenges of a changing market
i. Increasingly competitive environment (1.2 nonprofits)
ii. More NPOs and profit-making organizations to compete with
iii. Higher customer, donor expectations
iv. Now have to demonstrate success and assess results
e. Changing philosophy
i. Moe fro a e eed philosophy to a they eed ad e a proide
philosophy
ii. The ustoer is the usiess’ NPO ust fous o their ostituets’ (liets,
donors, volunteers) needs
f. Pollination video
i. Be generous
ii. $1,000 per day
g. A couple of squares
i. Job of pricing can have significant impact on profitability
ii. Small moves in pricing can make big differences
iii. Couple of squares is a cookie company
iv. Started as brownies and lemon squares
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