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CH 5 Terms | MKT 429 - NONPROFIT MARKETING, Quizzes of Marketing

Clemson UniversityMarketing

Definitions from Chapter 5 Class: MKT 429 - NONPROFIT MARKETING; Subject: MARKETING; University: Clemson University; Term: Fall 2009;

Typology: Quizzes

Pre 2010

Uploaded on 10/27/2009

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bg1
TERM 1
product
DEFINITION 1
the offer
TERM 2
place
DEFINITION 2
distribution, location, and availability of offers
TERM 3
promotion
DEFINITION 3
marketing communication with target audiences
TERM 4
price
DEFINITION 4
both monetary AND nonmonetary costs
TERM 5
augmented
offer
DEFINITION 5
something that comes with the expected offer but the target
public doesn't expect it
pf3
pf4
pf5

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product

the offer TERM 2

place

DEFINITION 2 distribution, location, and availability of offers TERM 3

promotion

DEFINITION 3 marketing communication with target audiences TERM 4

price

DEFINITION 4 both monetary AND nonmonetary costs TERM 5

augmented

offer

DEFINITION 5 something that comes with the expected offer but the target public doesn't expect it

basic

offer

  • the offer presented by an organization - it should do what it's supposed to do - i.e. a class provides info, a sandwich satisfies hunger, an after-school program offers safety TERM 7

channel of distribution

DEFINITION 7 a way to bring together a nonprofit marketer and a target customer/market at some place and time in order to facilitate a transaction TERM 8

convenience offers

DEFINITION 8 offers that tend to be used: - FREQUENTLY - IMMEDIATELY - WITH LITTLE EFFORT TERM 9

core benefit

DEFINITION 9 most basic aspect/element of an offer that is sought by a target public - i.e. anything that meets a principal human need, like hunger, thirst, safety, etc. TERM 10

core offers

DEFINITION 10 offers intended to advance the mission of the nonprof

resource-attraction offers

a nonprof's offers that are intended to develop additional funds and volunteers - RESOURCES that will ATTRACT people, who will either make donations or volunteer themselves TERM 17

services

DEFINITION 17 offers that tend to be: - intangible - perishable - inseparable from the "manufacturer" - variable from one instance to the next - unable to be inventoried TERM 18

shopping offers

DEFINITION 18 offers the target public usually compares on the basis of: - suitability to its needs and wants - quality level - price - style TERM 19

social marketing programs

DEFINITION 19

  • offers that are even MORE intangible, perishable, variable, and inseparable than services - focus on HEALTH and SOCIAL issues sometimes referred to as: - issues marketing - health marketing - social norms marketing - behavior change marketing TERM 20

specialty offers

DEFINITION 20 offers with such unique characteristics that a sufficient number of people from the target public will make an effort to use them

strategic marketing unit

  • a part of an org that can carry out planning SEPARATELY from the rest of the org - it has its own set of competitors and a manager who is responsible for strategic planning and performance success TERM 22

supplementary offers

DEFINITION 22 offers intended to facilitate/enhance the customer's use of a nonprof's core products TERM 23

unsought offers

DEFINITION 23 offers that target publics either don't know about or don't think about using