MKT-4290 Lecture Notes - Lecture 3: Market Segmentation, Marketing, Marketing Mix
13 Mar 2018
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Review guide for chapter 3- mkt 429, section 1. Input publics: those that supply original resources and constraints to the organization: examples include donors, suppliers, and regulatory officials. Using exhibit 3. 2- be able to characterize nonprofits with each of their four orientations. Be able to explain where research fits into an mis and what other sources of marketing information should be a part of the mis. Information from external/internal marketing environment analysis, and operating data: internal marketing environment includes: employees, financial, external marketing environment includes: nonprofit"s clients, donors, competition, government regulators, or suppliers. Know the five steps of the marketing research process in order: define the problem and the objectives, develop hypotheses and formulate a research plan, collect data, analyze and interpret data, prepare and communicate results. Is it accurate: relevant to present research problem, timeliness (when were these data collected?)
