chapter 18: services and not-for-profit marketing copyright © 2010 pearson education canada...
TRANSCRIPT
Copyright © 2010 Pearson Education Canada
Chapter 18: Services and Not-for-Profit Marketing
Services Defined
The benefits provided by an organization that satisfy a buyers needs without conferring ownership of tangible goods.
An insurance company offers benefits many people don’t want to think about.
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Copyright © 2010 Pearson Education Canada
Chapter 18: Services and Not-for-Profit Marketing
Growth in Services
The service industry is a growing industry creating more and more jobs each year. Growth is due to:
Technology and online business models
Changing customer characteristics
Marketing and customer service orientations in business
Outsourcing practices by companies.
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Chapter 18: Services and Not-for-Profit Marketing
Characteristics of Services
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Services
Intangibility
Quality Variability
Inseparability
Demand Perishable
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Chapter 18: Services and Not-for-Profit Marketing
Consumer Buying Behaviour
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Attitudes
Needs andMotives
PurchaseBehaviour
A good impression is a strong influencer. People seek advice from current users.
Convenience, expertise and personal attention help sell a service.
People pay more attention when ready to buy.
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Chapter 18: Services and Not-for-Profit Marketing
Services Marketing Mix
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Product
Consistency
Attitude
Completeness
Environment
Availability and timing
Supplementary Services
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Chapter 18: Services and Not-for-Profit Marketing
Services Marketing Mix
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Price
Regulated Pricing
Traditional Pricing
Negotiated Pricing
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Chapter 18: Services and Not-for-Profit Marketing
Services Marketing Mix
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Distribution
Direct Channel
Personal Contact
Online Contact
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Chapter 18: Services and Not-for-Profit Marketing
Services Marketing Mix
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MarketingCommunications
Advertising for awareness
Personal selling and direct response for desire and action
Web communications for detailed information and action
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Chapter 18: Services and Not-for-Profit Marketing
Characteristics of N-F-P Marketing
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There are some differences between not-for-profit marketing and profit-oriented marketing.
Not-for-Profit Profit
Philosophy People, causes and ideas
Goods and services
Target Markets Donors and clients Clients
Exchange Money, time and expertise
Money
Copyright © 2010 Pearson Education Canada
Chapter 18: Services and Not-for-Profit Marketing
Characteristics of N-F-P Marketing
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Not-for-Profit Profit
Objectives Financial and Non-financial (attitudes)
Financial: sales, profit, ROI
Benefits Many contribute but few benefit
Buyers benefit directly
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Chapter 18: Services and Not-for-Profit Marketing
Goals of Not-for-Profit Marketing
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The goal is to promote social consciousness.
Effective marketing will increase the acceptability of social ideas.
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Chapter 18: Services and Not-for-Profit Marketing
Types of N-F-P Marketing
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Not-for-profit marketing embraces a variety of situations:
Organizations
People
Places
Ideas
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Chapter 18: Services and Not-for-Profit Marketing
N-F-P Marketing Strategy
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Product
Organizations believe they provide what the public needs. The public simply needs to be made aware of a certain viewpoint.
Price
Money may change hands (donation) but time and expertise are volunteered.
Copyright © 2010 Pearson Education Canada
Chapter 18: Services and Not-for-Profit Marketing
N-F-P Marketing Strategy
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MarketingCommunications
Mass advertising for awareness and direct response and online communications for details and action.
Distribution
Channels are direct (organization to donor).