Managing nonprofit Organization’s Offerings

8/13/2019 Managing nonprofit Organizations Offerings

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Managing nonprofit

OrganizationsOfferings


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Supervisor and Moderator

Mohammad Alauddin

Lecturer

Department of Marketing Studies & International

Marketing

University of Chittagong


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Presented by.

Group

C

Mizan

sohel

Zahid

Miron

mit

Robel

Shajahan

brar


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What is offerings in nonprofitorganization?

Set of potential benefits and costs

(General sense)

A marking offer is a proposal by a marketer to make availableto a target customer a desirable combination ofpositive and

negative consequencesif, and only if, the customerundertakes a desired action.

(Broad sense)


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Positive consequences (Benefits)flow from..

Acquisition of physical product ( Buying product)

Contract for a service from a person (Teacher)

Contract for a service from a place ( Museum)

Own actions of customers ( Exercising)


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Negative consequences (Cost)could be..

Monitory cost (Price)

Psychological cost (Psychic pain, habit change)

Social cost (Dislocations of social arrangements)


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Consequences are delivered by.

Products

Services

Customers own action (Dieting, Exercising)


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Product marketing

Marketers offer product in form of..

Individual itemProduct line

Product mix


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Product marketing (Cont.)

Decisions in product marketing are:

Product item decisions

Product mix decisions


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Product item decisions

Augmentedproduct

Tangibleproduct

Coreproduct

In making product item decision marketer has to identifythe 3 levels of product.


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Core product

The most fundamental level of a product thatanswers the following questions.

What benefits are the consumers really seeking?

What need is the product really satisfying ?


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Tangible Product

Visible form of core product which have thefollowing five characteristic..

Features

Styling

Quality

Packaging

Branding


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Product mix decisions

Marketer can make product mix decisions in 3ways-

Length (Lines of product)

Width (Items in each product line)

Depth (verities in each items)


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What is Service???

Service is any activity or benefit that oneparty can offer to another that is

essentially intangible and does not resultin ownership of anything. Its productionmay or may not be tied to physicalproduct.


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Characteristics of service

Service

Intangibility

Inseparability

VariabilityPerishability

Customerinvolvemen

t


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Challenges

Characteristics of services poses five major challengesin designing offerings. These challenges can be..

Making the IntangibletangibleMaking virtue of Inseparability

Handling Variability

Managing Perishability

Helping Consumerconsume


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Managing the intangibility

Consumers always evaluate service quality based on sometangible signs. These signs are main tool for managing theintangibility through following ways:

Brad name

Place (exterior and interior design)

People (manner, dress, behavior)

EquipmentCommunication materials

Price


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Managing inseparabilityService cannot be distinguished from its provider. So the

limitations of the provider can cause adverse effect on the totalservice quality

This can be managed by..

Introducing customer oriented internal marketing

Introducing customer-friendly organizational system

Establishing customer-friendly environment

Train the key customer-contact personnelCarefully select the key customer-contact personnel

Just do every thing requires to make the customer delight


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Managing variability

Service can be varied with the characteristics ofthe providers which can be managed by..

Develop good personnel selection and trainingprogram

Routinize the service delivery

Automate the many parts of service

Develop adequate customer-satisfactionmonitoring system


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Managing Perishability

Service cannot be stored. Perishability is not problem whendemand is steady or low but creates challenges when demandfluctuates.

Earl Sasserhas proposed several strategies for managingdemand and supply which are:

On the demand side -

Differential pricing

Nonpeak demand can be developedComplementary service

Reservation systems


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Managing Perishability (Cont.)On the supply side -

Using part-time employees

Peak time efficiency routinesEncouraging consumers participation

Developing shared service

Planning for expandable facilities


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Managing consumer involvement

Consumer involvement can be managed by helpingthem in the time of consumption.

Some guidelines are:

Adapt the service to the individual customers ability toconsume

Try to teach the consumer to be a better consumer

Focus on customers long term relationship


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Thank you

every onehave a good day..!

Documents

Managing nonprofit Organization’s Offerings