Management and Organizational Studies 1021A/B Chapter 2: MOS 1021 Consumer Behaviour Chapter 2 Summary

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: James O' Brian

Document Summary

Recognizing changes in consumer behaviour creates opportunities for better service. Communicating effectively & efficiently with target group is imperative to success. Main target groups of non-profit sector: users of service, organization volunteers, contributors to the cause. Websites & internet have become pivotal in marketing and communications strategy. Interactive & sophisticated tool to narrowly target individuals & companies: consumers use internet to gather info, purchase products, download music, watch movies & pledge donations. Ccfc recognized opportunity to make fundraising more personal & rewarding: target groups want online registration, sense of participation & tax receipts. Using internet to help teens with cancer connect with other support networks. Understand the environment & tie into evolving changes & uses of technology. Constantly monitor the marketing environment to capitalize on new opportunities & thwart potential threats. Look for 6 key areas that are important or changing: demographics, sociocultural forces, economy, technology, competition, regulatory forces.