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

2. Developing a Customer-centered Mindset
Department of Marketing
Patuakhali Science and
Technology University
Chapter Two
Developing a Customer-centered Mindset

3. Definition Objective Influence behavior
Department of Marketing
Patuakhali Science and
Technology University
Marketing Management
Definition
The process of planning and executing programs designed to influence the behavior of target audiences by creating and maintaining beneficial exchanges for the purposes of satisfying individual and organizational objectives.
Objective
Influence behavior

4. What they would like to offer
Department of Marketing
Patuakhali Science and
Technology University
Museum Director describes Marketing
What they would like to offer
More likely to see their product as desirable for everyone
Less interested in changing prices to increase revenues
Less willing to change their distribution strategy
Less willing in the future to “change the nature of the products and services”

5. 01 The Product Mindset 02 The Sales Mindset 03 The Customer Mindset
Department of Marketing
Patuakhali Science and
Technology University
The Evolution of Marketing Philosophy 01
The Product Mindset 02
The Sales Mindset 03
The Customer Mindset

6. Department of Marketing
Patuakhali Science and
Technology University
Customer-centered Organizations
Are of 3 types:
More customer-centered but lacks the needed resources or power over employees
Is not customer-centered and concentrate on things other than customer satisfaction
Organizations that intentionally act unresponsively to the publics they are supposed to serve.

7. There are 6 clues to identify organization-centered orientation:
Department of Marketing
Patuakhali Science and
Technology University
Detecting an Organization-centered Orientation
There are 6 clues to identify organization-centered orientation:
The organization’s offering is seen as inherently desirable
Customer ignorance and lack of motivation are seen as the barriers to success
A minor role is given to customer research
Marketing is defined as promotion
One really good strategy is seen as all-you need
There is assumed to be “No generic competition”

8. Behavior as the “Bottom Line” of much of what it does
Department of Marketing
Patuakhali Science and
Technology University
Characteristics of Customer-centered Marketing Management
Behavior as the “Bottom Line” of much of what it does
It will be customer-centered
It will more focus on research
It will have a bias toward segmentation
It will define competition broadly
Using the full marketing mix not communication only

9. 1 2 3 4 5 Introducing a Customer-centered Mindset
Department of Marketing
Patuakhali Science and
Technology University
Introducing a Customer-centered Mindset
Marketing should not be positioned as a substitute for organizational management 1
Other pressures on the organization should be recognized 2
Limited understanding of marketing by present organization members 3
The translation of for-profit marketing to the specific nonprofit context should
not be done mechanically 4
It should not granted that the organization is already doing many things that
are marketing 5

10. 6 7 8 9 Introducing a Customer-centered Mindset
Department of Marketing
Patuakhali Science and
Technology University
Introducing a Customer-centered Mindset
Recognize that many nonprofit managers have come to their positions from
nonbusiness backgrounds 6
There should be a careful selection of early marketing projects 7
5 Criteria should met by such projects:
Evaluated by explicit performance measures
Completed within a short to medium time period
Use a limited portion of available resources
Neither peripheral nor central to the organization
Results should be obvious to key decision makers within the organization
Getting marketing accepted in an ongoing organization is much more a political activity 8
Setback will occur and compromises will have to be made 9

11. Thank You
Make Presentation much more fun