Department of Marketing
Patuakhali Science and
Technology University
Strategic Marketing for
Nonprofit Organizations
Afjal Hossain
Assistant Professor
Department of Marketing
Patuakhali Science and
Technology University
Chapter Sixteen
Facilitating Marketing Behaviors
Department of Marketing
Patuakhali Science and
Technology University
Facilitation Planning
Definition
2 Principal Dimensions
1st
Channel Strategy
1st
Occasion Strategy
Department of Marketing
Patuakhali Science and
Technology University
Channel Strategy
Definition
Components of a Channel Strategy:
1. Direct versus indirect marketing
2. Length and breadth of the channel structure
3. Allocation of functions
4. Recruiting channel members
5. Co-ordination and control
Department of Marketing
Patuakhali Science and
Technology University
Criteria for Channel Strategy
1. Efficiency
2. Effectiveness
Department of Marketing
Patuakhali Science and
Technology University
Channel Strategy: Advantages of direct channel
1.
2.
3.
4.
5.
6.
7.
8.
Any organizational benefits do not have to be shared with other
organizations or individuals
All channel activities are controlled by the marketer
Direct contract with target audience members provide the marketer with a
better understanding of their needs and wants
Direct contract with target audience members means quicker awareness of
any problems with programs and products
Respond to changes in the market place
Opportunities for experimentation with alternative ways of reaching target
audience members are available
More attention can be given to the marketer’s offerings that would be
possible if it were only one of many carried by an intermediary
Strategies aimed at various target audience segments can be precisely
tailored
Department of Marketing
Patuakhali Science and
Technology University
Channel Strategy: Advantages of indirect channel
1. Many organizations lack the financial resources to
carry out a full program of direct marketing
themselves
2. Even if an organization has the funds to build its own
channel to the target audiences, it might not be able
to do so as cheaply as through using an existing
system
Department of Marketing
Patuakhali Science and
Technology University
Channel Strategy: Length versus Breadth
Distribution can be:
1. Exclusive distribution
2. Selective distribution
3. Mass distribution
In Mass distribution products/ services can be:
1. Convenience goods and services
2. Shopping goods and services
3. Specialty goods and services
Department of Marketing
Patuakhali Science and
Technology University
Channel Strategy: Achieving Co-ordination and Control
Co-ordination and Control are difficult:
1. Competition among nonprofits for limited funds
2. Nonprofit leaders or staff may perceive co-operation
3. Territoriality can be a problem if one agency is
unwilling to be subservient to another in an area in
which the first agency believes it should be in charge
4. Differences in goals and values can often raise
problems
5. Excessive time and energy cost may occur
6. Personality classes are not unusual
Department of Marketing
Patuakhali Science and
Technology University
Development of an effective intermediary marketing strategy
1. Identify all potential intermediary segments
2. Evaluate potential segments and select the best subset
for detailed investigation
3. Identify the basic BCOS factors that are likely to
influence these target intermediaries
4. Develop strategies to increase the perceived benefits
and reduce the perceived costs of production
5. Evaluate the probable costs and payoffs of each
strategy
6. Determine optimal strategies for maintaining the
desired relationships
Department of Marketing
Patuakhali Science and
Technology University
Development of an effective intermediary marketing strategy: The Principles
1.
2.
3.
4.
5.
6.
7.
The best marketing strategy begins with the target audience member
It is the target audience member’s needs, wants and perceptions
Since these needs, wants and perceptions are subjective phenomena, the
marketer cannot know them and so must resort to formal or informal
research to ascertain them
The number of exchanges increases if and only if the cost/ benefit ratios
perceived by selected target audience are changed in a favorable direction
Since change in cost/ benefit ratios is crucial, alternative marketing strategy
choices
Strategy must be developed not only to create first time trials but also to
ensure continued usage by trial participants
Finally the selection of optimum short and long-run strategies is not only
merely a matter of increasing effectiveness in creating exchanges, the
selection must also take into account the costs to the organization of
creating exchanges
Department of Marketing
Patuakhali Science and
Technology University
Developing intermediary co-ordination strategies
1. Requiring intermediary co-operation
2. Rewarding
3. Persuading intermediaries to co-operate
through the use of experts and information
Department of Marketing
Patuakhali Science and
Technology University
Occasion strategies
1. Easy to accomplish in a physical sense
2. An emotionally positive experience
3. Rewarding a reinforcing
Department of Marketing
Patuakhali Science and
Technology University
Factors affecting Behavior Easy
1.
2.
3.
4.
Convenience in time
Convenience in location
Minimal distractions
Complete availability of any tools, equipment
or advice that might be needed
Department of Marketing
Patuakhali Science and
Technology University
Making the Behavior Occasion an Emotional “High”
1. 10K races or walk-a-thons can be made exciting
occasions to donate
2. Walking up stairs at work can be made fun by
providing videos or office-related cartoons on the
landings
3. Exercise classes can be enlivened by upbeat music
4. Scary or painful health procedures like blood donation
can be made positive experiences by warm,
enthusiastic staff members
Department of Marketing
Patuakhali Science and
Technology University
Designing a Service Facility Decision
1. What should the building look like on the outside?
2. What should be the functional and flow characteristics
of the building?
3. What should the museum feel like on the inside?
4. What materials would best support the desired feeling
of the building?
Department of Marketing
Patuakhali Science and
Technology University
Making the behavior occasion rewarding and reinforcing
1.
2.
3.
Individuals rate their experiences by comparing
expectations with experiences
Reinforcing in well known that people will repeat
behaviors when they are rewarded
Marketers often use unexpected materials rewards
as reinforces
Thank You
Make Presentation much more fun