Service Marketing and Not for Profit

Almost all Not for profit institutions are service rendering agencies. Service characteristics and strategies

Intangible does not result in ownership of anything
- increase tangibility
- emphasize benefits
- brand the service
Inseparable -- people or specialized equipment must provide the service
- larger groups
- faster
- more providers
Variable -- not every instance of service is the same
- who
- when
- where
- a selection and training issue
Perishable time is money
- Demand management to aleviate pershability problem
  - peak/ off peak pricing
  - cultivate off peak demand
  - offer complementary services
  - take reservations
- Supply management to aleviate pershability problem
  - part time employees for peak
  - peak time efficiency routines
  - consumers help
  - share services & equipment
  - invest in contingent facilities

Marketing services: product... make it what people want; price... price it to perceived value; place... make it available; promotion... let people know it exists and is "good"

Idea Marketing (social ideas)

use entire marketing mix if possible

product is usually a fixed idea, so selling is more likely

price is perceptual

place is sometimes relevant

promotion is the main tool

advertising, publicity/ public relations, missionary style personal selling.

How does Planned Parenthood market its idea?

GreenPeace?

MADD?

NORML?