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Once we were able to define this "product" it was possible to use more traditional business and marketing tools - such as identifying the USP [Unique selling point]; Market segmentation (identifing target markets and potential niches); preparing both a product-based marketing mix (Product; Price; Place; Promotion) and a service based mix (marketing mix plus People; Process; Physical Evidence and Packaging).
This is a great example of using proven business technique for the benefit of non-traditional businesses (i.e. Irish NGOs) and helps these organisations to try and make best use (i.e. best return) for the limited financial resources.
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