For the survival of any organization whether profit oriented or non-profit, marketing is an essential function of operation for existence in the market and achievement of the organizational goals. Donald (1996) elaborates that it is through marketing that profit oriented organizations generate revenue and the non-profit organizations attract customers they need in order to support the not-for-profit’s missions via the donations among others. It is from this aspect that the public gets to know an organization and have a view for it depending on how they interact with the marketers.
An organization also has to plan a direction and scope on how to integrate its marketing goals through marketing strategy. To come up with a result oriented marketing strategy there are several factors that has to be taken into consideration. They include: market situation, the organization size, the industry in which the organization operates, the geographical location of the organization, the products they produce or the services they offer, the consumer buying behavior, and the target group among other marketing concepts (McGrath ‘et al’ 1999).
An organization has to gather information about markets or customers, their prod...
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