1. Strategic Marketing for Nonprofit Organizations
Department of Marketing
Patuakhali Science and
Technology University
Strategic Marketing for Nonprofit Organizations
Afjal Hossain
Assistant Professor

2. Understanding Target Audience Behavior
Department of Marketing
Patuakhali Science and
Technology University
Chapter Four
Understanding Target Audience Behavior

3. A framework proposed by Andreasen in 1995, focuses on 4 key areas:
Department of Marketing
Patuakhali Science and
Technology University
Behavioral Drivers
A framework proposed by Andreasen in 1995, focuses on 4 key areas:
Benefits
Costs
Others
Self-efficacy

4. Exchange of Money for Food Basic Challenge of Marketing
Department of Marketing
Patuakhali Science and
Technology University
The Central Role of Exchange
Exchange of Money for Food
Basic Challenge of Marketing
Types of Exchange
Two party exchanges
Multiple party exchanges
Allied with the customer
Allied with the marketer
Independent of either prime transactor but necessary to facilitate the transaction
Independent of either party but seeking to influence the existence or content of an exchange

5. Types of Transaction Continuing transactions
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Patuakhali Science and
Technology University
The Central Role of Exchange
Types of Transaction
Continuing transactions
Fixed duration transactions

6. 4 Broad Classes of Management Decisions: Segmentation Chosen Segment
Department of Marketing
Patuakhali Science and
Technology University
Levels of understanding of Consumer Behavior
4 Broad Classes of Management Decisions:
Segmentation
Chosen Segment
Market to each segment
Efforts to the segment

7. There are also 4 levels of understanding consumer behavior:
Department of Marketing
Patuakhali Science and
Technology University
Levels of understanding of Consumer Behavior
There are also 4 levels of understanding consumer behavior:
Descriptive understanding
Understanding of associations
Understanding of causation
Ability explain causation

8. Decision about actions vary in 2 important dimensions: Involvement
Department of Marketing
Patuakhali Science and
Technology University
Individual Behaviors
Decision about actions vary in 2 important dimensions:
Involvement
Complexity
High personal involvement has been found to occur when one or more of the following conditions are operative:
Self-image
Economic and personal costs of behaving
Personal or social risks
Reference group pressures

9. Stages of Change are: 1 2 3 4 Precontemplation
Department of Marketing
Patuakhali Science and
Technology University
Highly Complex Decisions
Stages of Change are:
Precontemplation 1
Contemplation
Early contemplation
Late contemplation 2
Preparation
&
Action 3
Maintenance 4

10. Information Gathering Forming the Choice Set
Department of Marketing
Patuakhali Science and
Technology University
The Contemplation Process
Information Gathering
Forming the Choice Set
Forming Evaluation Criteria
Evaluating Alternatives
Combining Beliefs and Weightings
Objects versus Behaviors
Influence of others
Efficacy

11. Figure 4-1 The Contemplation Process: Information Gathering
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Patuakhali Science and
Technology University
The Contemplation Process: Information Gathering
Figure 4-1

12. Figure 4-2 The Contemplation Process: Forming the Choice Set
Department of Marketing
Patuakhali Science and
Technology University
The Contemplation Process: Forming the Choice Set
Figure 4-2

13. Figure 4-3 The Contemplation Process: Forming Evaluation Criteria
Department of Marketing
Patuakhali Science and
Technology University
The Contemplation Process: Forming Evaluation Criteria
Figure 4-3

14. Four methods are used for determining evaluation criteria:
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Patuakhali Science and
Technology University
The Contemplation Process: Forming Evaluation Criteria
Four methods are used for determining evaluation criteria:
Direct Questions
Indirect Measurements
Perceptual Mapping
Conjoint Analysis

15. Each consumer will possess a set of perceptions (Beliefs)
Department of Marketing
Patuakhali Science and
Technology University
The Contemplation Process: Evaluation Alternatives
Each consumer will possess a set of perceptions (Beliefs)
Determine the value the target audience member places on the various outcomes (criteria weighting)

16. Elimination by Criteria Elimination of Nondeterminative Criteria
Department of Marketing
Patuakhali Science and
Technology University
The Contemplation Process: Combining Beliefs and Weightings
Elimination by Criteria
Elimination of Nondeterminative Criteria
Evaluate Options One Attribute at a Time

17. Change Beliefs about Alternatives Change Beliefs about Competitors
Department of Marketing
Patuakhali Science and
Technology University
Strategy Implications for Personal Attitudes
Change Beliefs about Alternatives
Change Beliefs about Competitors
Change Weightings
Call Attention to Neglected Favorable Consequences
Add New Favorable Consequences

18. They know how to do it & will have evaluated its outcomes
Department of Marketing
Patuakhali Science and
Technology University
Simplified Behavior
4 kinds of simplification will probably take place when the target audience has experience are:
Little information seeking & thinking will be devoted to defining the evaluation criteria
The weights of the criteria may also be largely set, although they will be somewhat more changeable than the criteria themselves
The choice set may also be relatively well defined in 2nd & 3rd decisions
They know how to do it & will have evaluated its outcomes

19. Thank You
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