Customer and Stakeholder Relationship Marketing

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Chapter 13

• Customer and Stakeholder Relationship Marketing

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Marketing Strategies in Non-Profit Organizations

• Nonprofit organizations need effective marketing.
  Nonprofits must apply the same aspects of
  marketing as their counterparts in profit seeking
  organizations. For instance, marketing
  applications such as customer orientation,
  targeting, and an integrated marketing plan are
  very relevant to nonprofit organizations.

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Elements of the Marketing Mix

• The critical elements of each of the four P's of
  the marketing mix are identified here. You
  should gain an appreciation of the depth and
  breadth of the marketing mix.
• The responsibility of the marketing manager in
  building the four P's into a cohesive marketing
  program is also highlighted. You should see how
  all four elements must fit together to be
  effective.
• By now you should see that a firm's survival
  often depends on its ability to spot trends in
  its environment and then turn them into
  advantages. One of the key trends today is
  delighting customers.

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Uses of Marketing Research

• The key term here is analyze. Marketing research
  is often predictive and certainly helps formulate
  a foundation for marketing decisions. Research
  is conducted in both pre- testing and
  post-testing situations. Often before product
  development, marketers test to see it there is
  potential for the good, service, or idea. After
  the product is in the market, users are queried
  for their opinions or suggestions on how to make
  the product better.

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Guidelines for Market Research

• If you stay focused on these guidelines, you can
  see how the process evolves. It's important to
  understand that the purpose of research is to
  either solve problems or locate opportunities.
  Therefore, the services of a professional
  researcher are often called into action. Such
  firms has A. C. Nielsen because of their
  television ratings systems or Louis Harris
  because of extensive polling are used to
  determine Americans preferences.

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The Marketing Environment

• Marketers conduct what is called an environmental
  scan. Here are some examples.
• Social -- Can you seen how population shifts will
  alter the marketing process as we know it today
  and create opportunities for the future? The
  aging of America could play a significant role
  here.
• Economic -- What industries are a particularly
  hard by economic downturns such as a recession.
  What items do consumers postpone purchasing?
• Technological -- how has technology
  revolutionized customer expectations? What
  research benefits do companies receive from
  advances such as barcodes?
• Global -- Considered some information presented
  in chapter 3. For example, 95 percent of the
  world's population lives outside the United
  States.
• The environment of marketing the changing faster
  than at any time in history. Companies that
  don't keep up, go under.

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Urban Adult Spending Habits

• Marketers conduct what is called an environmental
  scan. Here are some examples.
• Social -- Can you seen how population shifts will
  alter the marketing process as we know it today
  and create opportunities for the future? The
  aging of America could play a significant role
  here.
• Economic -- What industries are a particularly
  hard by economic downturns such as a recession.
  What items do consumers postpone purchasing?
• Technological -- how has technology
  revolutionized customer expectations? What
  research benefits do companies receive from
  advances such as barcodes?
• Global -- Considered some information presented
  in chapter 3. For example, 95 percent of the
  world's population lives outside the United
  States.
• The environment of marketing the changing faster
  than at any time in history. Companies that
  don't keep up, go under.

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The ABCs of Marketing

• You should recognize by now the need for
  marketing in all types of organizations.
  Clearly, profit seeking businesses are heavily
  involved in marketing but so are government and
  nonprofit businesses. Think of the various
  marketing efforts carried out by Valencia to
  recruit students and present a positive image to
  a community.

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Consumer Decision Making Process

• Sociocultural influences present the most
  interesting area for consideration. Can you
  relate how the different reference groups
  influence purchases especially in terms of
  products such as music, clothes, athletic shoes,
  and movies?
• Situational influences are as simple as impulse
  displays at checkout counters. More sophisticated
  purchases might be influenced by the desire to
  "keep up with the Joneses".

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Successful Marketing in Small Organizations

• Some things to consider in a small business
• Approximately 20 percent of a small company's
  customers account for 80 percent of its sales.
  Know what your customers are looking for and be
  ready to satisfy their needs.
• Organizations should not focused on short-term
  returns. Scoring once is not the key to
  success. Building enduring relationships is the
  key to long-term profitability.
• Crossover marketing is becoming very popular.
  What this involves is two businesses sharing
  customers in some way. For example, a theater
  may enter into an agreement with a restaurant
  where they offer joint discounts to customers.
  Implementing strategic alliances with other
  businesses also makes good long-term sense.
• With fewer financial resources available, small
  businesses need to rely on a good deal of
  creativity. Writing personal letters to
  customers may sound corny or sappy, but often
  they send a special message to the customer that
  she/he is important.