Services and Nonprofit Organization Marketing

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Services andNonprofit Organization Marketing
11
chapter
Prepared by Deborah Baker Texas Christian
University
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Learning Objectives
1. Discuss the importance of services to the
economy. 2. Discuss the differences between
services and goods. 3. Describe the components
of service quality and the gap model of service
quality.
11
chapter
3
Learning Objectives (continued)
4. Explain why services marketing is important
to manufacturers. 5. Develop marketing mixes for
services. 6. Discuss relationship marketing in
services. 7. Explain internal marketing in
services.
11
chapter
4
Learning Objectives (continued)
8. Discuss global issues in services
marketing. 9. Describe nonprofit organization
marketing. 10.Explain the unique aspects of
nonprofit organization marketing.
11
chapter
5
Learning Objective
1
Discuss the importance of services to the
economy.
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Service
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The result of applying human or mechanical
efforts to people or objects.
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The Importance of Services
1
8
Learning Objective
2
Discuss the differences between services and
goods.
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How Services Differ from Goods
2
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Characteristics of Services
2
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Learning Objective
3
Describe the components of service quality and
the gap model of service quality.
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Service Quality
3
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Components of Service Quality
3
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The Gap Model of Service Quality
3
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Learning Objective
4
Explain why services marketing is important to
manufacturers.
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Services Marketing in Manufacturing
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Services offer Competitive Advantage
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Learning Objective
5
Develop marketing mixes for services.
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Marketing Mixes for Services
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Core and Supplementary Services
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Core and Supplementary Services
5
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Mass Customization
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A strategy that uses technology to deliver
customized services on a mass basis.
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Mass Customization
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Technology is the Key
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Service Mix Strategy
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• Determine what new services to introduce
• Determine target market
• Decide what existing services to maintain and/or
  eliminate

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Distribution Strategy Issues
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Convenience
Number of Outlets
Focus forDistribution Strategies
Direct vs. Indirect Distribution
Location
Scheduling
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Promotion Strategy Issues
5
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Price Strategy
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Define unit of service consumption
Pricing Challenges
Determine if multiple elements are bundled
Trends have made pricing an active component
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Pricing Objectives
5
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Learning Objective
6
Discuss relationship marketing in services.
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Relationship Marketing in Services
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Three Levelsof Relationship Marketing
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Relationship Marketing in Services
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Learning Objective
7
Explain internal marketing in services.
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Internal Marketing
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Treating employees as customers and developing
systems and benefits that satisfy their needs.
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Internal Marketing Activities
7
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Learning Objective
8
Discuss global issues in services marketing.
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Global Issues in Services Marketing
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Learning Objective
9
Describe nonprofit organization marketing.
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Nonprofit Organization Marketing
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An organization that exists to achieve some goal
other than the usual business goals of profit,
market share, or return on investment.
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Nonprofit Organizations
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Nonprofit Organization Marketing
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Nonprofit Organization Marketing Activities
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Learning Objective
10
Explain the unique aspects of nonprofit
organization marketing.
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Unique Aspects of Nonprofit Organization
Marketing Strategies
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Market Objectives
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Provide Services to

• Users
• Payers
• Donors
• Politicians

• Appointed officials
• Media
• General Public

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Target Markets
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Unique Issues of Nonprofit Organizations
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Product Decisions
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Distinctions betweenBusiness and
NonprofitOrganizations
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Promotion Decisions
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Nonprofit Organization Promotion Decisions
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Pricing Decisions
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