Marketing and Non-Profit Organizations Lecture Notes

These flashcards encompass key concepts related to non-profit organizations, marketing strategies, channel management, promotional tactics, and pricing strategies discussed in the lecture.

Non-profit

A corporation or association that conducts business for the benefit of the general public without shareholders and without a profit motive.

Public charities

One of the two major categories of non-profits; typically provide services that respond to the wants of users, payers, and donors.

Private foundations

One of the two major categories of non-profits; often focused on grant-making to support charitable activities.

Hypercompetition

A state of intense competition that exists in the non-profit sector, characterized by the challenge of operating with limited resources while trying to achieve significant impact.

Functional allocation

A measure of how money is spent in an organization, indicating efficiency rather than effectiveness.

Impact

The measurable results that an organization achieves in fulfilling its mission, indicating effectiveness.

Traditional Funding Models

Common funding mechanisms for non-profits, including member donations, grants, and reimbursements for services provided.

Non-Traditional Funding Models

Innovative funding strategies that enable non-profits to generate income, such as social franchising and earned income.

Segmented Marketing Approach

An effective strategy for non-profits to avoid undifferentiated marketing and instead target specific audience segments to enhance impact.

Consumer Channels (B2C)

Distribution channels where products are sold directly from producers to consumers.

Business Channels (B2B)

Distribution channels where products are sold from producers to businesses.

Channel Intermediaries

Entities that help facilitate the sale and distribution of products, including retailers and wholesalers.

Transactional functions

Channel functions performed by intermediaries related to buying and selling, such as negotiating and risk-taking.

Logistical functions

Channel functions performed by intermediaries that involve storing, transporting, and sorting products.

Retailing

Activities directly associated with the sale of goods and services to ultimate consumers for personal use.

Integrated Marketing Communications (IMC)

A strategic approach to promoting a consistent message across all channels and promotional tools.

Sales Promotion

Marketing activities aimed at increasing consumer purchases in the short term through incentives.

Personal Selling

A direct form of communication between a sales representative and a potential buyer, aimed at persuading the buyer to make a purchase.

Price Elasticity of Demand

A measure of how much the quantity demanded of a product changes when its price changes.

Value-Based Pricing

Setting prices based on the perceived value of the product to the customer rather than on the cost of production.

Dynamic Pricing

A pricing strategy where prices fluctuate based on market demands and conditions.

Ethical Pricing

Pricing strategies that are considered fair and reasonable, avoiding practices like collusion or price gouging.