MARKETING AUDITING OF NON-PROFIT ORGANIZATION

Marketing Auditing Of Non-Profit Organization: World Vision International



Marketing Auditing Of Non-Profit Organization: World Vision International

Introduction

Civil society today is increasingly marked by support active associations. They shall, in the charitable sector, work important for both the public and for the state. Their presence is a counterweight to the company sales and consumption, but their success depends, however, as for-profit organizations, the tool sale in place. In addition, marketing is also involved in this sector, whose philosophy is non-profit wants yet (Wolfskill, 2008).

It is noteworthy that the control without the knowledge of the marketing audit marketing away from the objective, methodology and tend to improvisation and randomness. Not-for-profit organizations are differentiated from their commercial counterparts in numerous ways. Not-for-profit organizations tend to have multiple stakeholders, and, because there are no shareholders, any profit earned is often reinvested in the organization. Because not-for-profit organizations do not distribute funds to shareholders, and are social enterprises, public sector organizations, or charities, there is a need for transparency in determining how these organizations operate as they are claiming to act in the common good. Accordingly, they have multiple objectives, rather than a simple profit motivation

Elements of the Marketing Audit:

The elements of the marketing audit include the following:

A letter to the marketing strategy of the organization

Plans and marketing objectives

Position marketing (product, price, promotion, distribution)

Marketing environment (college, business, interior)

Marketing productivity

The organizational structure of the marketing organization

Marketing systems marketing.

The importance of marketing for organizations in general and service, including in particular such as the importance of the nervous system and the five senses for a person to contact to and from others, because the client will meet directly with all parties to the process sales accounting for a performer to serve in this case as a producer, seller and distributor which is difficult to have impossible in the marketing of goods, and other words, is a marketing services to more accurately test the extent of the success of the marketing performance of organizations for marketing of goods (Trattner, 2009).

Significance of the Study

Non-profit organization and the organization also called not-for-profit. Namely, any organization originally aimed to support the activity or number of activities of public or private without any commercial interest or purpose of profit or advocate or engage in it, activates this form of organizations in the broad areas humanity and the environment and animal protection, education and the arts, health care and social issues and institutions Charity, politics, religion, research, sports and other endeavours.

The evaluation experience with World Vision International is emerging, but there is an effort to advance the field. Theoretically there has been progress; there is a conceptualization of assessment and definition of goals and principles (Lovelock, 1984). However, World Vision International has chosen to explore in the study of the "evaluation". Aims to find practical and theoretical findings made in recent years. This interest reflects a latent need in the process driven by the institution, and is the rationale for this work investigative (Lovelock, ...