Managing nonprofit Organizations Offerings

Supervisor and Moderator

Mohammad Alauddin
Lecturer Department of Marketing Studies & International Marketing University of Chittagong

Presented by.
Mizan

Abrar

sohel

Group
Shajahan

C
Robel Amit Miron

Zahid

What is offerings in nonprofit organization?

Set of potential benefits and costs
(General sense)

A marking offer is a proposal by a marketer to make available to a target customer a desirable combination of positive and negative consequences if, and only if, the customer undertakes a desired action. (Broad sense)

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)

Negative consequences (Cost) could be..

Monitory cost (Price) Psychological cost (Psychic pain, habit change) Social cost (Dislocations of social arrangements)

Consequences are delivered by.

Products Services

Customers own action (Dieting, Exercising)

Product marketing
Marketers offer product in form of..
Individual item Product line Product mix

Product marketing (Cont.)

Decisions in product marketing are:

Product item decisions Product mix decisions

Product item decisions

In making product item decision marketer has to identify the 3 levels of product.
Augmented product Tangible product

Core product

Core product
The most fundamental level of a product that answers the following questions.

What benefits are the consumers really seeking? What need is the product really satisfying ?

Tangible Product
Visible form of core product which have the following five characteristic..
Features Styling Quality Packaging Branding

Augmented product
Additional services and benefits beyond the tangible product, likeInstallations After sale services Warranty Delivery Credit

Product mix decisions

Marketer can make product mix decisions in 3 waysLength (Lines of product) Width (Items in each product line) Depth (verities in each items)

What is Service???
Service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership of anything. Its production may or may not be tied to physical product.

Characteristics of service
Intangibility

Customer involvemen t

Inseparabilit y

Service

Perishability

Variability

Challenges
Characteristics of services poses five major challenges in designing offerings. These challenges can be..
Making the Intangible tangible Making virtue of Inseparability Handling Variability Managing Perishability Helping Consumer consume

Managing the intangibility

Consumers always evaluate service quality based on some tangible signs. These signs are main tool for managing the intangibility through following ways: Brad name Place (exterior and interior design) People (manner, dress, behavior) Equipment Communication materials Price

Managing inseparability
Service cannot be distinguished from its provider. So the limitations of the provider can cause adverse effect on the total service 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 personnel Carefully select the key customer-contact personnel

Just do every thing requires to make the customer delight

Managing variability
Service can be varied with the characteristics of the providers which can be managed by..
Develop good personnel selection and training program Routinize the service delivery Automate the many parts of service Develop adequate customer-satisfaction monitoring system

Managing Perishability
Service cannot be stored. Perishability is not problem when demand is steady or low but creates challenges when demand fluctuates. Earl Sasser has proposed several strategies for managing demand and supply which are:

On the demand side Differential pricing Nonpeak demand can be developed Complementary service Reservation systems

Managing Perishability (Cont.)

On the supply side Using part-time employees Peak time efficiency routines Encouraging consumers participation Developing shared service Planning for expandable facilities

Managing consumer involvement

Consumer involvement can be managed by helping them in the time of consumption. Some guidelines are:
Adapt the service to the individual customers ability to consume Try to teach the consumer to be a better consumer Focus on customers long term relationship

Thank you every one have a good day..!