Transcript PADM 7040 Nonprofit Management

PADM 7040
Nonprofit Management
Week 6 Topic Overview
Jerry Merwin
Week 6 Overview
 Readings:
 Andreason & Kotler Chapter 6
Segmentation, Positioning and Branding.
Strategic Marketing for NonProfit
Organizations
 Part II. STRATEGIC PLANNING AND
ORGANIZATION.
 Chapter 3. Strategic Marketing Planning.
 Chapter 4. Understanding Consumer Behavior.
 Chapter 5. Acquiring and Using Marketing
Information.
 Chapter 6. Segmentation,
Positioning and Branding.
Strategic Marketing for NonProfit
Organizations Chapter 6
 Segmentation, Positioning and
Branding
 Ken has provided us with the
presentation for Part 1 of chapter 6.
 Janice is responsible for the presentation
on Part 2 of chapter 6.
Week 6 Discussion Questions
 Choose one question –
 Assume you are the marketing director of your local
YMCA. You have been charged with increasing
membership in various “Y” activities.
 Identify five PRIZM clusters and suggest how you
would develop different approaches for each cluster.
 How often should an organization consider its market
position?
 What are some key events that might trigger an
evaluation of one’s market positioning?
 Explain the relationship between an organization’s
strengths and weaknesses and its market
positioning.