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Strategic Marketing for Nonprofit Organizations, Seventh Edition

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Developing a Target Audience Orientation

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Strategic Marketing for Nonprofit Organizations, Seventh Edition

by Alan R. Andreasen; Philip Kotler

Publisher: Prentice Hall

Copyright Year: 2008

Publishing Date: 2007/10/10

eText ISBN-10: 0-13-175374-6

eText ISBN-13: 978-0-13-175374-7

Print ISBN-10: 0-13-175372-X

Print ISBN-13: 978-0-13-175372-3

Course: Non-Profit Marketing

Pages: 528

eTextbook $62.51

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Table of Contents | Description

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ABOUT THIS TITLE - TABLE OF CONTENTS

Section I. Developing a Target Audience Orientation, 1

Chapter 1. The Growth and Development of Nonprofit Marketing, 3

The Nonprofit World, 4

Why Study Nonprofit Marketing?, 6

Some History of Nonprofit Marketing as an Academic Discipline, 8

The Twenty-First Century, 9

Evolution of Nonprofit Organizations, 11

Some Dissenters, 13

The Need for Better Management, 14

Importance of the Nonprofit Sector, 15

The United States, 15

The Nonprofit Sector Around the World, 17

Explanation of Cross-Country Differences, 19

The Three Sectors, 21

The Uniqueness of Nonprofit Marketing, 21

The Tax Benefits of Being a Nonprofit Organization, 21

The Special Challenges of Nonprofit Marketing, 22

Variations Within the Sector, 24

A Typology of Behavioral Challenges, 26

Ethical Challenges in the Nonprofit Sector, 27

Chapter 2. Developing a Target Audience-Centered Mindset, 34

The Boundaries of Marketing, 35

The Evolution of The Marketing Mindset, 37

The Product/Service Mindset, 37

The Sales Mindset, 38

The Target Audience Mindset, 38

Target Audience-Centered Organizations, 40

Detecting an Organization-Centered Orientation, 42

Clue No. 1: The Offer Is Seen as Inherently Desirable, 42

Clue No. 2: Target Audience Ignorance and Lack of Motivation Are Seen as the Barriers to Success, 43

Clue No. 3: A Minor Role Is Given to Target Audience Research, 44

Clue No. 4: Marketing Is Defined as Promotion, 44

Clue No. 5: One Really Good Strategy Is Seen to Be All You Need, 45

Clue No. 6: There Is Assumed to Be No Generic Competition, 46

Characteristics of Target Audience-Centered Marketing Management, 46

Behavioral Bottom Line, 47

Target Audience-Centeredness, 47

Reliance on Research, 47

A Predilection for Segmentation, 50

A Richer Conceptualization of Competition, 52

Using the Full Marketing Mix, 52

Introducing a Target Audience-Centered Mindset, 53

How Far to Go in Adopting a Target Audience Orientation, 55

Section II. Strategic Planning and Organization, 59

Chapter 3. Strategic Marketing Planning, 61

Doing Marketing, 62

Organizational Marketing Planning, 64

Analyzing Organizational Mission, Objectives, and Goals, 67

Objectives and Goals, 69

Analyzing Organizational Culture, 70

Culture Conflict, 71

SWOT Analysis, 74

Analyzing Internal Organizational Strengths and Weaknesses, 74

Analyzing External Threats and Opportunities, 75

The Macroenvironment, 80

Portfolio Planning, 81

Core Marketing Strategy, 83

Campaign Marketing Planning, 85

Marketing Evaluation and Control, 87

Chapter 4. Understanding Target Audience Behavior, 90

Behavioral Drivers—The BCOS Factors, 92

The Central Role of Exchange and Value Propositions, 93

Types of Exchanges, 93

Levels of Understanding of Target Audience Behavior, 94

Individual Behaviors, 95

Involvement and Complexity, 95

Highly Complex Decisions, 97

Stages of Change, 97

The Contemplation Process, 100

Simplified Behavior, 108

Chapter 5. Acquiring and Using Marketing Information, 113

Marketing Research in Nonprofit Organizations, 114

The “Big Decision” Myth, 115

The “Survey Myopia” Myth, 115

The “Focus Group” Myth, 116

The “Big Bucks” Myth, 116

The “We Can’t Wait” Myth, 116

The “Sophisticated Researcher” Myth, 117

The “Most-Research-Is-Not-Read” Myth, 117

Organizational Knowledge Management, 117

The Resource-Based Theory of the Organization, 118

Organizational-Level Marketing Knowledge Systems, 119

Internal Reports System, 120

The Market Intelligence System, 120

The Marketing Research System, 121

The Analytical Marketing System, 122

Conducting Specific Studies, 122

Making Research Useful—The Backward Research Process, 123

Steps 1 and 2, 124

Steps 5 through 7, 127

Steps 8 through 10, 128

Steps 11 and 12, 128

Empirical Research Alternatives, 128

Chapter 6. Segmentation, Targeting, and Positioning, 137

Segmentation, 138

Dividing Up Markets, 140

Alternative Segmentation Bases, 141

Objective General Measures, 142

Objective Behavior-Specific Measures, 145

Psychological Measures—Getting Inside the Target Audience’s Head, 149

Undifferentiated Marketing, 153

Differentiated Marketing, 154

Concentrated Marketing, 155

Mass Customization, 157

Choosing Among Market Segmentation Strategies, 157

Positioning, 157

Measuring the Present Position, 159

Measuring the Positioning of Behaviors, 159

Positioning Alternatives, 161

Chapter 7. Branding, 166

Is Branding a Good Thing?, 169

Brands and Nonprofits, 171

Building a Brand, 172

Branding Details, 176

Campaign Branding, 180

Section III. Designing the Marketing Mix, 185

Chapter 8. Value Propositions: Managing the Organization’s Offerings, 187

Unique Challenges, 188

The Value Proposition, 191

Product Marketing, 192

Product Item Decisions, 193

Product Mix Decisions, 196

Services Marketing, 197

Intangibility, 197

Inseparability, 197

Variability, 198

Perishability, 199

Target Audience Involvement, 199

“Pure” Behaviors, 204

Chapter 9. Developing and Launching New Offerings, 207

Offer Development—A Problem of Strategic Planning, 208

A Warning—Beware of Mission Creep, 211

A Process for Developing New Offerings, 211

Idea Generation, 211

Idea Screening, 215

Concept Development and Testing, 216

Marketing Strategy Formulation, 218

Business Analysis, 219

Offer Development, 219

Market Testing, 219

Introduction to Market, 220

Offer Life Cycle, 221

Introduction and Growth Stages, 222

Innovation Adoption, 223

Finding Potential Innovators, 224

Stages in the Innovation Adoption Process, 227

Innovation Characteristics, 228

Chapter 10. Managing Perceived Costs, 233

The Nature and Role of Costs, 234

The Duality of Costs, 235

Cost Management, 236

Practical Management of the Cost Bundle, 237

Setting Money Prices, 238

Setting the Pricing Objectives, 238

Surplus Maximization, 238

Cost Recovery, 240

Market Size Maximization, 240

Social Equity, 241

Market Disincentivization, 241

Choosing a Pricing Strategy, 242

Cost-Oriented Pricing, 242

Value-Based Pricing, 244

Competition-Oriented Pricing, 245

Ethical Challenges in Pricing, 245

Varying Costs Across Segments, 246

Promotional Pricing, 246

Chapter 11. Facilitating Marketing Behaviors, 249

The Nature and Role of Facilitation Planning, 251

Channel Strategy, 251

Components of a Channel Strategy, 253

Direct versus Indirect Channels, 256

Length versus Breadth, 257

Achieving Coordination and Control, 259

The Basic Problem in Coordination and Control, 260

Developing Intermediary Coordination Strategies, 261

Occasion Strategies, 262

Making Behavior Easy, 263

Making the Behavior Occasion an Emotional “High”, 265

Making the Behavior Occasion Rewarding and Reinforcing, 266

Chapter 12. Formulating Communication Strategies, 269

The Communication Process, 271

Strategic Implications, 275

Major Steps in Developing Effective Communications, 276

Setting Communication Objectives, 276

Generating Possible Messages, 277

Overcoming Selective Attention, 282

Overcoming Perceptual Distortion, 287

Choosing a Medium, 288

Message Evaluation and Selection, 291

Communication in the Preparation/Action Stage, 291

Communication in the Maintenance Stage, 293

Self Rewards, 294

Rewards from Allies, 294

Integration, 295

Chapter 13. Managing Communications: Advertising and Personal Persuasion, 299

Campaign Communications, 301

Advertising, 302

Setting Advertising Objectives, 303

Target Market Selection, 304

Target Response, 304

Target Reach and Frequency, 304

Advertising Budget Determination, 305

Paid Media Selection, 305

Choosing Among Major Media Categories, 306

Selecting Specific Media Vehicles, 311

Deciding on Media Timing, 311

Advertising Evaluation, 312

Personal Marketing, 316

Establishing Personal Influence Objectives, 317

Selecting Personal Communicators, 317

Other Communications Issues, 320

Relationship Marketing, 320

Internal Marketing, 321

Recruiting Allies in Personal Persuasion: The Role of External “Others” in the BCOS Model, 322

Chapter 14. Managing Public Media and Public Advocacy, 325

Traditional Public Relations, 327

Positioning Public Relations, 328

Public Relations at the Organization Level, 329

1. Identify the Organization’s Relevant Publics, 330

2. Measure the Images and Attitudes of the Relevant Publics, 330

3. Establish Image, Attitude, and Behavioral Goals for Key Publics, 331

4. Develop Cost-Effective Public Relations Strategies, 332

5. Prepare for Public Relations Crises, 333

6. Work the Media, 334

7. Monitor Web Sites Bloggers, 335

8. Measure the Effects, 336

Campaign-Level Public Relations, 336

Public Advocacy, 338

Social Agendas, 339

Tools and Tactics, 340

A Reminder: Public Advocacy Must Be Audience-Centered, 344

Section IV. Developing Resources, 347

Chapter 15. Generating Funds, 349

Balancing Mission and Resources, 350

Financial Resources, 350

Mission Creep, 350

Sources of Funds, 351

Fundraising, 353

Customer-Centered Fundraising, 354

Fundraising in the Twenty-First Century, 357

Understanding Sources of Funds, 358

Foundations, 358

Corporations, 361

Community Foundations, 364

Government, 364

Individual Givers, 365

Types of Individual Fundraising, 368

Annual Giving, 369

Major Giving, 374

Planned Giving, 377

Revenue from Sales and Services, 378

Chapter 16. Attracting Human Resources: Staff, Volunteers, and Board Members, 383

Attracting Staff, 385

Recruiting and Managing Volunteers, 386

Cross-National Comparisons, 387

Recruiting Volunteers, 389

Managing Volunteers, 394

Boards of Directors and the Marketing Function, 397

The Influence of Boards on Marketing, 397

Recruiting Board Members, 399

Chapter 17. Working with the Private Sector, 404

Advertising Agency Partnerships, 406

The Ad Council, 406

Other Marketing Alliances with the Private Sector, 414

Corporate–Nonprofit Alliances, 416

Other Alliances, 419

Developing a Sound Cause-Related Marketing Strategy, 426

The Collaboration Continuum, 428

Portfolio Management, 430

Section V. Organizing and Controlling Marketing Strategies, 439

Chapter 18. Organizing for Implementation, 441

Introducing Marketing—Pushing or Pulling?, 442

Marketing’s Position in the Organization, 443

Recruiting Great Marketers, 446

The Salary Problem, 446

Two Cultures, 447

Marketing Marketing, 448

Managing Multinational Nonprofits, 450

Multi-Site Organizations, 451

Organizational Design, 452

Functional Organization, 452

Offering-Centered Organization, 454

The Target Audience-Centered Organization, 456

Implementing a Target Audience Orientation, 456

Top Management Support, 457

In-Company Marketing Training, 457

Better Employee Hiring Practices, 457

Rewarding Market-Oriented Employees, 458

Target Audience-Driven Organizational Change: An Example, 458

Chapter 19. Marketing Evaluation, Monitoring, and Control, 463

Monitoring and Control of Campaigns, 465

Types of Monitoring Tools, 467

Tracking Target Audience Behavior, 468

Non-Behavioral Measures, 468

Measuring Change, 468

Tracking Target Audience Satisfaction and Likely Repeat Behavior, 470

Doer–Ex-Doer–Non-Doer Analysis, 474

Relation Between Target Audience Member Satisfaction and Other Goals of the Organization, 474

Determining Causation, 475

Comprehensive Monitoring Systems, 475

Evaluation: Problems and Suggestions, 478

A Comment About Governance and Ethics, 480

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ABOUT THIS TITLE - DESCRIPTION

For graduate courses in Nonprofit Marketing and Management. This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.

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