Page 172 - E1 Integrated Workbook STUDENT 2018

Chapter 12

Marketing in a not for profit context

Charities, non-governmental organisations (NGOs) and the public sector still use
marketing techniques.

Marketing for charities

With thousands of charities worldwide, competition for voluntary giving is intense.
Those charities employing the most appropriate marketing practices are most likely
to lever the generosity of peoples’ time and money.

Marketing for the public sector

Within the UK, political reforms have pushed the public sector into a more
commercial and managerial style meaning some managers need to make marketing
decisions.

An important role of government is to understand society’s needs in terms of how
much tax can be charged and how the tax should be spent. One way in which the
government will use taxes raised is in the provision of public goods, e.g. defence
and street lighting.

Illustrations and further practice

Now try TYU 3 from Chapter 12.

Read illustration 11 from Chapter 12.

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