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MARKETING ACTIVITIES
AND FAITH BASED ORGANIZATIONS
Chapter one
Introduction
1.1. Background of
the study
Marketing is an integral part of any organization. This would
help increase customer base and make an organization very popular if adequately
and properly done. Marketing is the action or business ofpromoting and selling
products or services, including market research and advertising( Wikipedia). It
can also be a process for creating, communicating, delivering, and exchanging
offeringsthat have value for customers, clients, partners, and society at
large. Organizations that want to be successful must do all it can to have an
effective and efficient marketing network. There are various marketing
activities that organizations can employ to boost patronage. They are;
Relationship Marketing
Relationship marketing can be highly effective, but it also
requires a great deal of commitment on the part of those doing the marketing.
Relationship marketing occurs over a period of time, creating a long-term
strategy that addresses every stage of the customer cycle. It delivers the
message of the business to customers on an ongoing basis, often requiring a
daily commitment from the business. Relationship marketing activities include
such practices as welcoming customers, soliciting feedback, creating customer
loyalty programs, emails thanking customers for purchases and individual
meetings with high-volume customers or influencers.
Online Marketing
Online marketing has been the hottest trend of the past
decade. Many small businesses have found it especially effective because they
can control their marketing budget while targeting niche markets. Some initial
online marketing strategies include pay-per-click advertising, banner
advertising, email marketing and search engine-optimized website content.
Social networking sites have also become sources for online marketing for
businesses of all sizes. Social networking marketing on such sites as Twitter
and Facebook are very low in cost, but require a great deal of time commitment,
as frequent updates contribute to greater success.
Traditional Marketing
Online marketing has not completely supplanted more
traditional marketing methods, in no small part because many of them remain
effective ways to reach an audience and to create several different
impressions. Traditional marketing activities include hosting customer events,
participating in the community, creating television and radio spots, sending
out direct mail, renting billboards, sending costumed employees out with
billboards to wave in customers and taking out print advertisements in
newspapers, magazines and trade journals.
Other Types of Marketing
Marketing centers on the customer, which means there are
nearly as many different types of marketing as there are types of customers.
The way to reach a particular market segment will depend on the characteristics
of the people within that segment. For some, such things as newsletter marketing
will be effective, while other niches respond better to messages delivered at
trade shows or through personal referrals. Guerilla marketing refer to such
practices as organizing a rave or creating an iPhone app. Other marketing types
include affiliate marketing, viral marketing, database marketing or promotional
marketing. One important key to creative marketing choices is that a business
can choose only those activities that are in harmony with the image it wants to
portray.
Faith based organizations
Faith based organizations are organizations based on a
particular religious ideology, has religiously oriented mission statements and
often draws its activists (leaders, staff, volunteers) from a particular
religious group(Wikipedia).
“Faith-based organization” currently acts as broad shorthand
for a wide spectrum of organizations that deserve more specific treatment in
the academic literature. Those who have attempted to move beyond a brief
dictionary-style definition frequently turn to a typology format to accommodate
the diversity of organizations. This recognizes the relevance of the concept of
religious integration: organizations incorporate religion “in a variety of ways
and intensities.” The two typologies discussed below represent the kinds of
broad criteria researchers find useful and important.
Steven Rathgeb Smith and Michael R. Sosin’s 2001 typology
rejects the term “faith-based” in favor of “faith-related,” arguing that the
more common term is too exclusive and would preclude the typology from addressing
the full range of organizations with religious connections. They identify three
major sources of constraint: resources, authority, and culture. Organizations
and faith “couple” along these dimensions, to varying degrees. Smith and Sosin
derived their data from a case study of social service organizations in Seattle
and Chicago. They described coupling variance among organizations categorized
by mission, service focus, and bureaucracy. Smith and Sosin note that all of
the organizations they studied maintain ties with secular culture and
frequently encourage greater government responsibility for the poor; most
faith-related organizations also attempted to mitigate concerns about
desecularization through deliberate resource choices.
In 2004, Ronald Sider (a leading evangelical scholar in the
field of development and social justice) and Heidi Rolland Unruh produced a
typology based on case studies of domestic community service organizations.
Their work offered distinct criteria for organizations and programs, rightly
noting that programs run by religious organizations may be completely free of
religious references, and vice versa. Sider and Unruh separated organizations
into six different categories (listed from most to least faith-based):
faith-permeated, faith-centered, faith-affiliated, faith-background,
faith-secular partnership, and secular. They described categorical archetypes
according to eight criteria, including mission statement, board member and
staff selection, and financial support. Programs and projects were placed into
identical categories using criteria such as religious program content and
expectation of religious outcome. Sider and Unruh offer the caveat that their
criteria deliberately address only the “tangibly expressive ways” organizations
incorporate religion and do not address personal issues of belief and
motivation, since the former are both more visible and controversial.
Much of the current academic literature on this topic
reflects the researchers’ concern with (and access to) U.S.-oriented groups.
Less work has been done on faith-based organizations with an international
relief and development focus. Nevertheless, general definitional concerns are
roughly similar, especially for global organizations with Nigerian roots.
1.2. Statement of
the general problem
The activities of faith based organizations in Nigeria have
witnessed a steady decline in patronage due to religious inclination of
Nigerians. Since it’s a proven fact that marketing improves other organizations
that are not faith based.
1.3. Aims and
objectives of the study
The following are the aims and objectives of carrying out
this research work:
Ø To know if marketing can actually arrest the low patronage
of customers.
Ø To know if there is a relationship between marketing
activities and faith based organizations in Port Harcourt.
Ø To advice the public on the inevitability of marketing.
1.4. Significance of
the study
A major importance of this study is to advice faith based
organizations in port Harcourt on proven ways of improving patronage by
strategic marketing. This study would also unveil the unique relationship
between marketing and faith based organizations in Port Harcourt.
1.5. Scope and
limitation of the study
This study is restricted to the garden city of port Harcourt,
rivers state and its focused on the effect of marketing activities on faith
based organizations. Financial and time constraint in getting the enough data
from respondents was a major limitation of this work.
1.6. Research questions
1. Is there a
relationship between marketing activities and the level of patronage of faith
based organizations?
2. Do faith based
organizations need to employ adequate marketing strategies to improve their
level of patronage?
3. Is there a
significant impact of marketing activities on faith based organizations in Port
Harcourt?
1.7. Research
hypothesis
H0: there is no significant relationship between marketing
activities and performance of faith based organizations in Port Harcourt.
H1: there is a significant relationship between marketing
activities and performance of faith based organizations in Port Harcourt.
H0: there is no significant impact of marketing activities
and faith based organizations.
H1: there is a significant impact of marketing activities and
faith based organizations.
1.8. Definition of
terms
Ø Faith based organization(FBO): organization based on a
particular religious ideology, has religiously oriented mission statements and
often draws its activists (leaders, staff, volunteers) from a particular
religious group.
Ø Marketing:this is about communicating the value of a
product, service or brand to customers or consumers for the purpose of
promoting or selling that product, service, or brand. The oldest – and perhaps
simplest and most natural form of marketing – is 'word of mouth' (WOM)
marketing, in which consumers convey their experiences of a product, service or
brand in their day-to-day communications with others. These communications can
of course be either positive or negative.
Ø Marketing activity:marketing activities are nothing but how
you are going to handle the marketing mix (price,
product,place,promotion,positioning,people,physical evidence) in order to
market your product successfully. The various activities involved in handling
the above mentioned comprises the marketing activities.
Ø Organization :this is an entity comprising multiple people,
such as an institution or an association, that has a collective goal and is
linked to an external environment.
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