Learning Objectives Chapter 11

7.) Discuss how nonbusiness organizations market services.

Nonbusiness organizations market services through some combination of person, place, idea, and organization marketing. These include:

• Nonprofit Organizations -- The marketing goal of this type of organization is not to make a profit, but to enable and encourage the use of the organization's services. They accomplish this by recruiting people and/or getting people to take a certain action.
  
  
• Public Service Marketing -- The goals are building awareness and encouraging citizens to behave in a certain way (e.g., donating blood to Red Cross). Other times it may be more effective to communicate more directly, and an agency may use large numbers of sales agents, or ask for consumer input through voting (e.g., Daughters of American Revolution).
  
  
• Marketing of Candidates or Political Causes -- Includes the various aspects of marketing a person (e.g., a particular politician) or cause (e.g., withholding educational services for illegal immigrants).