Service Marketing and Not for Profit

Almost all Not for profit institutions are service rendering agencies.

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

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

Price is perceptual

Place is sometimes relevant e.g. blood drives on campus

Promotion is the main tool

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

How does Planned Parenthood sell its idea?

GreenPeace?

MADD?

NORML?

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