Down Town Disaster Essay

4069 words - 17 pages

The use of an appropriate marketing mix and communication
Methods are vital to support the strategy of a humanitarian
Non-Governmental Organization
FINAL
Marketing is often described as the activities which a company or organization undertakes in selling and buying products and services. It involves promoting their products and services through advertising, sales, and delivery to clientele. Marketing is often embedded in the marketing mix which states the four ‘Ps’ of marketing which are product, place, promotion, and price. Marketing involves concept such as customer relationship management, business marketing, societal marketing, and branding. Customer relationship management ...view middle of the document...

For these humanitarian organizations, they use a holistic marketing concept, which is involved with production, product, selling, marketing and societal marketing. The production concept regards the organization’s activities in terms of delivering the activities they have been funded to conduct. The product concept suggests that these organizations should focus as much as possible on delivering these activities to the highest possible standards to ensure the success of their activities (Kahn 1978: 57). The selling concept suggests that the organization should create proper strategies to present their previous activities to current and future donors to attract more funding. The marketing concept for humanitarian organizations is basically organized around trying to tailor their activities towards the needs of the community they are working as well as to suit donor needs and requirements (Steinberg 1986: 514). Lastly, the holistic marketing concept means that the humanitarian organizations use a complex set of activities to integrate their marketing activities towards meeting the needs of funders and communities they serve.
The marketing continuum defines the patterns or trends within a market, which allow some organizations or companies to perform better than others do (Keating, Parsons, and Roberts 2008: 425). Often, they also include trends within an industry that occur as a result of the external environment such as changes in regulations that help some companies grow while others may exhibit slower growth (Klein and Dawar 2004: 209-210).
The marketing cycle for business organizations starts with building client knowledge through creating consumer product knowledge and conducting research. This is followed by product development and pricing strategies. Labels and packaging of the product is the next step after which the products are distributed to clients (Gerstner and Holthausen 1986: 61). The company then conducts advertising, public relations, and promotion activities to improve their sales and ensures customers are satisfied through customer service activities. These customer service activities feed into the organization’s customer knowledge phase and research, which begins the next marketing cycle (Ferrell and Hartline 2010: 112).
Ferrell and Hartline (2010: 128-129) posit that the marketing cycle begins with customer knowledge, which means that these organizations need to conduct research to gain knowledge about their customers, market, or industry, needs of the consumers, and competitors available. This is followed by the product development phase where the company tailors their product to the consumer’s needs, package the product appropriately and use appropriate distribution strategies to ensure the customer’s needs and expectations are met. MacInnis, Moorman, and Jaworski (1991: 38) adds that at this stage, the company should also understand the competitors and the realities present in the community to help them...

Other Papers Like Down Town Disaster

The Chernobyl Accident Essay

643 words - 3 pages ------------------------------------------------- The Chernobyl-accident Saturday the 26th April 1986, reactor number four exploded at the nuclear power plant near the town of Chernobyl in the former Soviet Union. It is widely considered to have been the worst nuclear power plant accident in history, and is one of only two classified as a level 7 event on the International Nuclear Event Scale - the other being the Fukushima Daiichi nuclear

Isaac Storm Essay

1051 words - 5 pages Isaac Storm On Friday evening, September 7, 1900, many of the 37,000 residents of Galveston, Texas, were settling down to dinner, few if any of them concerned about the steady 15 mph northerly wind rattling their windows. Within 48 hours, at least 8,000 of the townspeople would be dead, victims of the single worst natural disaster in U.S. history. Relatively few people are aware that the deadliest natural disaster in the United States

Revolt And Revenge

1231 words - 5 pages In "Of the Coming of John," W.E.B. Du Bois presents a story of a young black man and white man, both named John, who attain educations. The protagonist of the story is the black John, and his new knowledge places him at odds with a Southern community, which destroys him by the racism that this town is infested with. The white John also comes back home with different views as well. The real world that was revealed to these two characters affected

Summary on Exxon Valdez

1583 words - 7 pages Summary of the Exxon Valdez oil spill, 1989 The Exxon Valdez oil spill disaster occurred in the Prince William bay in Alaska, on March 24, 1989. It is considered to be one of the most devastating human-caused environmental disasters ever to occur in history. An oil tanker ran aground on a reef off the Alaskan coast causing the release of gallons of crude oil into the sea! This significant oil spill at Valdez is ranked well down on the

Radicalism Is Rad

1144 words - 5 pages ’ Rosa Parks? He chose to study the common people and mechanics because they were even more radical than the radicals themselves. The only problem was that the radicals that history remembers were only the articulate ones that could write down everything that they did. They were also scared to talk during town meetings since they were inarticulate and they were embarrassed. This is also why they never wrote pamphlets or spoke up, like the educated and

San Francisco Earthquake 1906

888 words - 4 pages supporting. Furthermore, the buildings were also so easily damaged, for the simple reason that many were built out of wood and on either soil or landfills. The towns that were struck by this disastrous earthquake could not catch a break because not only was the town of San Francisco devastated by the earthquake, it was also brought down by fire, which quickly spawned down the streets. Also, because of the effects of the 8.3scaled earthquake

Cherokee Interviewee

2577 words - 11 pages time to plant the seeds and when the seasons change. Some of the current events looks positive but some were unexpected as the nature madness; The Eastern-Band-Cherokee-Indians has been hit by a heavy storm and there was a press release by the White House in March of 2013 stating they were being given federal disaster relief aid due to heavy storm damage. “I’m uncertain about their future because they have been left alone since the Indian

Tornado in Alabama 2010

2255 words - 10 pages northward through Maryland, Pennsylvania and New York as far north as northern New York and continued into early April 28. Many tornadoes touched down in this area as well, although most were weak.  Map of all tornado (red), severe thunderstorm (yellow), and flood (green) warnings issued on April 27. A statewide review by emergency management officials recorded 249 fatalities in Alabama.[8] Damage and power outages in the Huntsville area were so

Prom Rite Of Passage

597 words - 3 pages Whether it was a magical experience or a horrific one, if you went to a high school prom, I am sure that it was a night to remember. For so many teenagers the prom is the highlight of high school. It is the one school event many students look forward to in their high school years. Many see it as a rite of passage into adulthood, but proms can also be a disaster.          Prom, short for promenade, is a formal dance held for high school

Final Proposal

952 words - 4 pages My final project proposal will be on Communication Crisis plan of Hurricane Katrina. I will discuss how there was failure of communication and what went wrong during this crisis. The crisis communication and management was not planned out correctly. From the outcome of the disaster, you can tell it wasn’t rehearsed to perfection. There were evacuation plans, but it didn’t cover all the publics in the state. For example, there were ill people

Centrilia

1366 words - 6 pages A Government’s Role in the Centralia Disaster Crystal Mack Strayer University PAD 500 – Modern Public Administration Professor Timothy Smith October 22, 2012 On March 25, 1947, there was a tragic blast in a small town of Centralia, IL. This blast took the lives of 111 men working to support their families during World War II. I will identify and explain four logistical alternatives Scanlan could have addressed, Analyze and discuss

Related Essays

Disaster Management 2 Essay

3741 words - 15 pages regarding disaster management. As Chairman, the Governor is primarily responsible for pre-disaster and response activities while the Premier is primarily responsible for recovery plans and activities. In normal pre-event mode, the Department of Disaster Management (DDM) coordinates the sub-committees and acts as secretariat for the NDMC for preparedness issues. Town and Country Planning (TCPD) acts as the coordinating body for Mitigation issues

Comparison Of The Fukushima And The Chernobyl Nuclear Disasters

1974 words - 8 pages are the only events in history to ever get a seven on the scale. A seven is the highest that a disaster can get on the scale. Both Fukushima and Chernobyl (not done) A similarity when comparing the disaster in Fukushima and Chernobyl is that after one of the reactors either went on fire or exploded the remaining reactors, that were still okay were shut down. (not done) In both Fukushima and Chernobyl the first assessment that was given to the

Communication Essay

466 words - 2 pages Columbia are very similar. Even with NASA’s advanced technology, engineers and political backing failed in communicating flaws of productions elements. A contractor in the Challenger camp, Thiokol failed to address flaws in the O –rings in 1977 and engineers disregarded potential launching in colder temperatures. Many years later NASA disaster struck the space program again. Space shuttle Columbia went down in flames over Texas. The

Johnstown Flood Essay

5145 words - 21 pages town, each of them had his/her own assumptions. It seemed that all of them were worried due to the continuous rainfall rising water level above normal in all the surrounding rivers. Few of the town's leading citizens were worried about the possible breakage of the South Fork Dam and the disaster it would bring to the town. However, most others who had experienced such flood almost every year, knew this was one of the worst flood to hit Johnstown