How consumer behaviour principles can be applied to membership retention of the Girlguiding Organisation – Essay Example

Download full paperFile format: .doc, available for editing

In the context of social marketing, it is stated that a strong image building programme increases the visibility of NPOs. The World Association of Girl Guide and Girl Scouts (WAGGS) is one of the largest women’s organizations aiming for the growth of girls and young women as responsible citizens (Girl Guides Association of South Africa, 2002). The mission of the World Association of Girl Guide and Girl Scouts (WAGGS) is to develop the full potential of girls and women. It incorporates a clearly defined value system. Girl Guides Association of South Africa (GGASA) is the organization which recognises the need to develop young women to meet their ideals and develop a progressively dynamic programme.

Additionally, Girl Guides Association of South Africa attempts to link opportunities to particular responsibilities. However, this capacity building needs to be financed. The marketing oriented approach for designing strategy and evaluation comes with limitations such as fixation with the brand of units as analysis, failure to examine synergy in the marketing programs, the interdisciplinary isolation of marketing, lack of competitive analysis and lack of integrated planning.

Social marketing programs have been critiqued for not utilizing the integrated marketing mix and relying on disproportionate extent on social advertising. The Three Dichotomies Model The marketing proposed by Hunt (1983) offers a general paradigm which is used to design the framework in comprehending the evolution of marketing. It impacts the direction of future research, where the process of marketing is mainly categorised into the following: Profit and Non- Profit Micro and Macro Positive and Normative The first dichotomy contrasts the presence and absence of gains as the objective. The third shows the ideal market condition.

While consumer behaviour is significantly processional, experimental and communicative, behaviour was excluded from mainstream consumer research with certain exceptions. Situational analysis was designed for the purpose which constituted of layers and systems which can be unfolded to suit and explore consumer research related issues. The most significant of consumer behaviour involves designing of marketing strategies having information exchange, diffusion of innovation, socio-cultural interaction and changes, gender roles, symbolizing behaviour, role of goods, social stratification and needs. The study in regard of cross cultural consumer behaviour has been made, which is becoming more significant due to the development and adaptation of globalization.

References

1. Alhadeff, D. A. (1982). Microeconomics And Human Behaviour: Toward A New Synthesis Of Economics And Psychology. Berkeley, CA: University of California Press.

2. Baum, W. M. (2005). Understanding Behaviorism: Behavior, Culture and Evolution (2nd ed.). Oxford: Blackwell Publishing.

3. Bloom, P. N., & Novelli, W. D. (1981). Problems and Challenges in Social Marketing. Journal of Marketing, 45, 79-88.

4. Fox, K., & Kotler, P. (1980). The Marketing Of Social Causes: The First Ten Years. Journal of Marketing, 44, 24-33.

5. Hunt, Shelby, (1983a). Marketing Theory. The Philosophy of Marketing Science. Homewood, IL: Richard Irwin.

6. Kotler, P., & Zaltman, G. (1972). Social Marketing. Journal of Marketing, 35, 3-12.

7. Skinner, B.F. (1957). Verbal Behavior. Englewood Cliffs, NJ: Prentice-Hall.

8. Seth, Jagdish and S. Prakash Sethi (1983). Marketing Megatrends. Journal of Consumer Marketing 1 (1): 5-13.

Download full paperFile format: .doc, available for editing
Contact Us