Transcript PADM 7040 Nonprofit Management Week 4

PADM 7040
Nonprofit Management
Week 4 Part 2
Jerry Merwin
Week 4 Overview
 Readings:
 Andreason & Kotler Chapter 4
Understanding Target Audience Behavior.
 Golembiewski & Stevenson Case
15 The Supply Side of Volunteerism.
Strategic Marketing for NonProfit
Organizations
 Part II. STRATEGIC PLANNING AND
ORGANIZATION.
 Chapter 3. Strategic Marketing Planning.
 Chapter 4. Understanding Target
Audience Behavior.
 Chapter 5. Acquiring and Using Marketing
Information.
 Chapter 6. Segmentation, Positioning and Branding.
Strategic Marketing for NonProfit
Organizations Chapter 4
 Understanding Target Audience Behavior
 “What is the bottom line of all marketing
strategy and tactics according to Andreasen
and Kotler (p. 91)?” (also see examples)
 What are behavioral drivers?
 See the diagram on p. 92.
 Explain “The Central Role of Exchange.”
(p. 93)
 Types of exchanges?
 What are the “Levels of Understanding of
Consumer Behavior” (A & K, p. 94)?
Strategic Marketing for NonProfit
Organizations Chapter 4
 Understanding Target Audience Behavior
 How are “individual behaviors” important?
(Andreasen and Kotler, p. 95)
 Involvement and Complexity
 See the Table 4-1 on p. 96.
 Explain “Highly Complex Decisions.”
 Stages of Change?
(p. 97)
Strategic Marketing for NonProfit
Organizations Chapter 4
 What is going on in the Contemplation
Process? (Page 99)
 See Figure 4-1 and note the factors and
processes involved in the contemplation stage.
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Information Gathering
Forming the Choice Set *(see Figure 4-2)
Forming Evaluation Criteria *(see Figure 4-3)
Evaluating Alternatives
Combining Beliefs and Weightings *(see Table 4-2)
Strategic Marketing for NonProfit
Organizations Chapter 4
 What is going on in the Contemplation
Process?
 See Figure 4-1 and note the factors and
processes involved in the contemplation
stage. (Continued from previous slide)
 Objects Versus Behaviors
 Influence of Others
 Efficacy
Strategic Marketing for NonProfit
Organizations Chapter 4
 What are the Strategy Implications
we can take from the Contemplation
Process research? (Page 107)
 Options of the marketer:
Change beliefs about alternatives
Change beliefs about competitors
Change weightings
Call attention to neglected favorable
consequences
 Add new favorable consequences
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Strategic Marketing for NonProfit
Organizations Chapter 4
 How might Simplified Behavior come
into play in the Contemplation
Process? (Page 109)
 If the consumer has made the decisions
before it will simplify the process.
 What is meant by Low-Involvement
Behavior? (Page 110)
 Consumers with considerable experience
might have formed routines.
Strategic Marketing for NonProfit
Organizations Chapter 4
 How are Emotion and Mood
important? (Page 111)
 Marketers might use music or images to
evoke emotions that influence the
consumer decision.
Strategic Marketing for NonProfit
Organizations Chapter 4
 Appendix I: Methods for Determining
Decision Criteria & Weightings (Page 113)
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Direct Questioning
Indirect Methods
Perceptual Mapping
Conjoint Analysis
Cases and Applications in NonProfit Management
 The Supply Side of Volunteerism
Week 4 Discussion Questions
 Thread 1: Choose one question –
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A marketer for the Smithsonian Institution in Washington,
D.C., identifies an association between attendance and
family composition.
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Namely, families with up to three children are much more likely
to patronize the Smithsonian than families with four or more
children.
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List possible causations for this association.
How might this marketer increase attendance by larger families?
How might a gang member incorporate efficacy
considerations into his decision to leave a gang?
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How might a social worker use this information to develop a
behavior change strategy for youths that she counsels?
Week 4 Discussion Questions
 Thread 2: Choose one question – from
The Supply Side of Volunteerism:
 What factors motivate people to volunteer?
 See the Exhibit 15-1 on page 71.
 Do you favor any of these explanations or can you
come up with better reasons? Explain.
 You are a member of a search committee for
a nonprofit agency looking for ways to
increase its supply of volunteers.
 How can the search committee make use of the
information in Exhibit 15-1?