NON-BUSINESS MARKETING

My discussion of marketing would not be complete without examining the expanding role of marketing in the not-for-profit sector of the economy. Marketing has traditionally been concerned with selling goods and services with the idea of realizing a gain on each transaction.

I noticed one issue that has not been completely resolved is the degree to which non-business marketing differs from business marketing. As per one opinion the principles of pricing, promotion and distribution do not change significantly across these two areas, however, there are subtle differences in application of which marketing executives on multiple public than the typical business firm. Whereas a business interacts with customers, government and stockholders, a state university must respond to students, faculty, legislators, alumni, contributors and many other groups.

MARKETING SERVICES ARE INTANGIBLE

In my point of view, Services do not have tangible features that will appeal to the consumer’s sense of sight, hearing, smell, taste and touch. Because they are intangible, services are more difficult to demonstrate at a trade fair, to display in retail stores and to illustrate to sample services or to use many other forms of sales promotion. Consequently imaginative personal selling is usually essential in the marketing of services.

A second consequence of intangibility is that buyers are often unable to judge the quality of a service prior to purchase. Reputation of the service vendor then becomes a key factor in the buyer’s decision.

MARKETING AND ECOLOGY

I think Ecology represents a very distinct aspect of marketing. The concept of ecology which can be defined as the relationship between mankind and the environment appears to be in a state of constant evolution. Generally we can list several aspects of ecology question planned obsolescence, pollution, recycling waste materials and preservation of resources.

The original ecology problem facing marketing was planned obsolescence, which can occur, where the manufacture produces items with limited durability. Planned obsolescence has always represented a significant ethical question for the marker. Or the one side is the need for maintaining sales (and employment) and on the other is the philosophy of providing better quality (and durability).