Chapter 11 Services and Nonprofit Organization Marketing
‘Product’ Essentials
The Goods/Services Continuum
Character of Services
Purchase Behavior for Services
Characteristics of Services
Components of Service Quality
Which Components are Most Important to Customers?
Importance of Service Quality
Hard Customer-Defined Service Standards
Soft Customer-Defined Service Standards
Bottom Line for Service Quality
The Importance of Services
Gap Model of Service Quality
Core and Supplementary Services
Promotion Strategy Issues
Price Strategy
Internal Marketing Activities
Global Issues in Services Marketing
Differences Between Nonprofit and Profit-Oriented Marketing
Illustrations of Nonprofit Marketing
For-Profit Support of Nonprofits
Importance of Social Marketing
Nonprofit Organizations
Nonprofit Organization Marketing
Nonprofit Organization Marketing Activities
Market Objectives
Target Markets
Product Decisions
Promotion Decisions
Pricing Decisions
Boyne USA
Email: jharvey@som.gmu.edu
Home Page: http://mason.gmu.edu/~jharvey
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