CONTEMPORARY
APPROACHES TO
MARKETING
NOT-FOR PROFIT ORGANIZATION
MARKETING
A not-for-profit organization is a type of organization
that does not earn profits for its owners. All the money
earned by or donated to a not-for-profit organization is
used in pursuing the organizations objectives.
The following are the characteristics of a
not-for-profit organization:
➔ Generate as much revenue as
possible to support their causes.
➔ Compete with other organizations
for donor’s pesos.
➔ market to multiple public
➔ Often possess some degree of
monopoly power in a given
geographical area
Here are some of the not-for-
profit organizations in the
Philippines:
ABS-CBN Foundation-outreach
program for children, their
families, the environment and
the community.
Bagong Kulturang Pinoy-
develop reading culture among
children in poverty-stricken
areas.
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Entrepreneur Volunteer Assistance
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Charity Foundation-helps in the
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economic development of the cultural
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minorities of Mt. Pinatubo.
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PERSON MARKETING -
Person marketing entails endeavors
aimed at cultivating the attention,
interest and preferences of a target
market toward a celebrity or authority
figure. Celebrity endorsement is
another instance where person
marketing could be applied. Making
use of famous athletes, entertainers and
expert
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Place marketing - or place branding attempt to exert a pull-on
customer to particular areas. Place
marketing is significant for tourism, businesses and recruit of
workers.
1. Boracay as “Asia’s 24/7 island”
2. Manila as the “Capital of Fun”, City of Dreams
3. Davao as the place to “Explore, Relax, Repeat” for those who
are into eco-adventures and wellness
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Cause Marketing is the identification and
marketing of a social issue, cause or idea to
selected target markets. It covers a broad sort of
issues like literacy, physical fitness, awareness of
child obesity, child abuse prevention and many
more.
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A genuine and well executed cause
marketing campaign is one of the most
useful marketing campaigns for both
corporations and non-profit. General
guidelines to consider before diving into
a cause marketing campaign.
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1. Understanding Marketing
2. Support reputable causes
3. Maintain transparency
4. Think mainstream
5. Stay consistent
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EVENT MARKETING
Event is alive multimedia package with a preconceived concept,
customized or modified to achieve the client's objective of reaching out
and suitably influencing the sharply defined, especially gathered target
audience by providing a complete sensual experience and an avenue for
two-way interaction.
Event Marketing-is the marketing of sport, culture and charity activities
to selected target market.
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Essential features of event
marketing
➔ Wide range of events
➔ a. Mega events and local events
➔ b. Exhibitions
➔ c. trade shows
➔ d. publicity stunts
➔ e. Themed and created events
➔ f. Corporate entertainment
➔ g. Award Ceremonies
Essential features of event
marketing
➔ Goal oriented-if the event and
advertising objectives are not achieved
through the event, no matter how much
people enjoyed the event it is still a
complete failure.
➔ Effective promotion and
communication
➔ Proper evaluation
➔ Feedback from clients
➔ Location-the most important aspect for
events.
Green Marketing refers to the process of selling products
and/or services based on their environmental benefits. Green
or Environmental Marketing consist of all activities designed
to generate and facilitate any exchanges intended to satisfy
human needs or wants, such that the satisfaction of these
needs and wants occurs, with minimal detrimental impact on
the natural environment .
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For green marketing to be effective, three things to be done;
1. being genuine
a. the company is actually doing what it claims to be doing in its green
marketing campaign
b. the rest of the business policies are consistent with whatever the firm is doing
that’s environmentally friendly.
2. Educating the customer
3. Giving customers an opportunity to participate means
personalizing the benefits of company’s benefits of the company’s
environmentally friendly actions, normally through letting the customer take
part in positive environmental action.
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