非企業組織의 마아케팅導入에 관하여 = On Introducing Marketing Into Nonbusiness Organizations
저자
朴貞潤 (嶺南大學校 商經大學 經營學科)
발행기관
嶺南大學校社會科學硏究所(The Institute of Social Science Yeungnam University)
학술지명
권호사항
발행연도
1982
작성언어
Korean
KDC
304
자료형태
학술저널
수록면
321-347(27쪽)
제공처
소장기관
Marketing has had a short history of some 80 years since its beginning in 1900. One of the marketing controversies, which developed continuously in its research process, is "Broadening the Concetp of Marketing". The traditional conception of marketing holds that marketing is essentially a business activity directed toward meeting the needs of customers for goods and services, and that to expand its meaning beyond business is to dilute marketing's true purpose and effectiveness. In contrast, advocating broadening the concept of marketing, Kotler and Levy(1969) instead noted that "the choice facing those who manage nonbusiness organizations is not whether to market or not market, for no organization can aviod marketing. The choice is whether to do it well or poorly, and on this necessity the case for organizational marketing is basically founded." They further proposed that every organization produces a "product" including at least physical products, services, persons, organizations, and/or ideas. Equally, every organization has "consumer groups" broadly defind to include clients, trustees or directors, active publics, and general public. Despite earlier controversy, few marketers dispute the relevance of marketing to the management of nonprofit organizations. From a managerial standpoint, marketing concepts and tools can be applied to nonbusiness organizations as well as business organizations. Many articles followed in the 1970s, reporting applications of marketing techonology to such areas as college recruiting, fund raising, membership development, population problems, and religion. In 1975, a comprehensive textbook on marketing for nonprofit organizations became available and Nickels (1978) published a general marketing textbook giving equal attention to business and nonbusiness marketing. It appears that the age of marketing for nonprofit organizations has come.
According to profit/nonprofit basis, all the organizations in a society can be divided into the two types of organizations; profit (business) organizations and nonprofit (nonbusiness) organizations. Different organizations as well as different goals and products may distinguish business, nonbusiness, and social marketing from each other. While business marketing normally involves a business organization in pursuit of economic profit by a business organization through the marketing of traditional goods and sevices, nonbusiness marketing is the application of marketing tools and concepts to nonbusiness problems and opportunities. Social marketing refers to the interrelationships between marketing and the societal system, including the impacts of business marketing on society as well as the application of marketing tools and concepts to social problems and opportunites. Both business and nonbusiness marketing are subconcepts of general marketing and the scope of social marketing is partially overlapping that of business and nonbusiness marketing.
Even though the concepts and techniques in both business and nonbusiness marketing are basically the same, nonbusiness marketing has several uniqueness. Consequently, creativity and imagination are required to perceive how to apply the business marketing concepts to nonbusiness organizations. Nonbusiness marketing has following unique aspects compared with business marketing:
ㆍThe objective of nonbusiness marketing is not just stimulating demand, but may be reducing or destroying it.
ㆍNonbusiness organizations are often more dependent on several publics where as business is usually considered respobsible to first stockholders.
ㆍThe nature of nonbusiness activity is more socially sensitive and coutroversal and, therefore, more subject to environmental constraints.
ㆍThe sensitive nature of many nonbusiness "products" may make information planning and assembling more difficult than for business.
ㆍProducts are more often intangible such as marketing of "ideas".
ㆍNonbusiness marketing is much more than just nonbusiness advertising.
ㆍThe "price" of nonbusiness products is often nonmonetary.
ㆍperformance measures for control purposes may be more difficult to develop due to the absence of tangible sales data.
Many nonbusiness organizations such as colleges, hospitals, and other institutions have been applying marketing concepts and tools to improve their organization goals. One of the successful cases is the family planning program of Lusiana state. According to Al-Ansary and Kramer, the success of the program is partly the result of:
(1) the adoption of a consumer-oriented philosophy in service delivery
(2) the recognition of marking as a process with many participants
(3) the recognition of marketing as integrated effort involving the design of marketing mix
(4) the use of a generic "human services" definition rather than a myopic "family planning" definition of the program's services, etc.
The interesting thing about marketing is that all organization do it whether they know it or not. According to Kotler, the chief executives of nonbusiness organization can consider six approches to improve their marketing
effectiveness:
(1) marketing committee, (2) task forces, (3) marketing specialist firms, (4) marketing consultant, (5) marketing director, and (6) marketing vice president. The approches represent alternative ones to the introduction of marketing into nonprofit organizations rather than a rigid sequence of steps.
Nonbusiness organizations would benefit from a more conscious awareness and practice of the marketing concept. It may lead them to place clients ahead of products and integrate their efforts to develop relevant want-satisfaction.
Thus, the nonbusiness organizations in Korea should enhance their effectiveness through introduction of marketing concepts and techonology into them.
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