Marketing Management for Charity Services: Application of Marketing Mix and Theories

This report discusses the application of marketing mix and theories in marketing management for charity services. It covers the nature and importance of marketing mix, its significance in generating donations, key marketing theories, and recommendations for Backup North West company.

Marketing
management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Nature and importance of application of marketing mix in process of marketing.................4
Significance and explanation of marketing mix and process in order to generate donations to
support charity services and support activities.......................................................................5
Key marketing theories application and their impact on success of marketing activity with
reference to customer awareness and satisfaction..................................................................6
RECOMMENDATIONS.................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing management is a necessary and crucial utility of a company which supports in
expansion and growth of a company. The marketing department also helps and supports a
company in its sales operations which leads to increase the profitability (Czinkota, Kotabe, and
Shams, 2021). In the corporate world it is essential for a company to put emphasis on marketing
operations in order to develop market strength. All major companies in the international and
national marketplace focus on developing marketing operations in order to develop and gain
competitive advantage. In this report example of Backup North West company is considered
which is a social welfare service provider. The Backup North West company was founded in
the year 1992 and is situated in Bolton, United Kingdom. Backup north west provides services
to homeless people who are aged between 16 to 25 years.

MAIN BODY
Nature and importance of application of marketing mix in process of marketing
In the functioning of a business, marketing mix is a modern technique which is helpful in
increasing various operations of a business in a precise manner. There are different famous
business entities present in global and domestic marketplace focus on development and
application of marketing mix in order to achieve focused results. Marketing mix contains various
elements which are helpful in increasing different marketing functions of a business entity in a
supportive manner (Deepak, and Jeyakumar, 2019). It is also key duty of marketing management
of a company to focus on marketing mix for achievement of short, medium and long term goals.
The importance of marketing mix for Backup North west company is mentioned below:
 Increases sales- Main importance of marketing mix is, it helps in increasing sales of a
company in a precise and systematic manner. It is also one of the key role of a business
entity to focus on implementation of marketing mix with effective supervision and
control. Main purpose and duty of company is to increase all major sales related
operations with the help and support of marketing to gain competency edge at the
marketplace
 Development of business entity- Overall development of a company is majorly
developed and facilitated by marketing mix and its application. Growth and expansion of
a company is also supported with the implementation of marketing mix. The marketing
mix should be adopted by Backup North West to enlarge scope of marketing activities.
 Increase customer satisfaction- With the help and support of marketing mix, Backup
North West can easily increase satisfaction level of customers. In the recent times,
marketing mix also attains different possibilities of market capturing which is important
for every business (Dixit, 2020). Increasing the satisfaction of different customers is
major role and responsibility of marketing mix and its application.
 Value addition- The marketing mix contributes to develop value addition in a business
which is most important for the company. With the development of value Backup North
West company can easily increase business strength which will be supporting in raising
charity.

Significance and explanation of marketing mix and process in order to generate donations to
support charity services and support activities
The explanation of marketing mix takes into consideration various factors that can impact
on business performance. To develop efficiency and effectiveness of a company, it is essential
for a company to develop major marketing operations (Eryigit, 2017). The development and
explanation of elements of marketing mix along with their importance for Backup North West
for charity service is mentioned below:
 Price- The price of a product is considered as combination of cost and profit margin
which is provided to customers. It is essential for a business entity to focus on pricing of
a product and provide affordable and reasonable rates. Many business organisations in
the marketplace focus on formulating prices with the support of marketing management
and top level management in order to develop best business practices. Backup North
West should formulate charity donation amount in a specified manner in order to
facilitate charity contribution.
 Product- Product is the considered as main product formulated by a business to sell it to
major customers. The company should provide quality oriented products to customers in
order to increase the sales figures. The main ideology of a business to develop a light on
new product development in order to bring innovation in the business.
 Place- The place is referred to geographical location selected by a company to sell
different products at the marketplace. Place is chosen as a major location which is
helpful in providing products and services to target customers. The main responsibility
of marketing management of a business to formulate best practices and approach in
selling a product. The Backup North West should select a main location in London to
organise charity event for facilitating contribution.
 Promotion- Promotion is considered as a major element in marketing mix which helps
in advertisements and publicity of a product (Eryigit, 2017). It is main role and
responsibility of a company to focus on promotion of a product using appropriate media
channels. Backup North West should select social media in order to promote charity
services for the achievement of desired results.
 People- People are the employees of a company who are actively involved in selling a
product at the marketplace. It is essential duty of marketing management of a business to

develop key emphasis on people in order to enhance productivity of organisation. The
company should also focus on performance management of marketing employees to lead
the marketplace.
 Process- Process is considered as a major approach in the elements of marketing mix.
The process is referred to whole process used by a company to deliver final products and
services to target customers (Hua, 2019). It is recommended for Backup North West
company to facilitate development of process to develop in corporate world. All major
business entities in the national and international marketplace put emphasis development
of an effective process in to gain desired results.
 Physical evidence- The physical evidence is considered as the infrastructure used by a
company to sale its products. It is very much necessary for a company to take into
consideration development of physical evidence in a precise manner for major expansion
of business. It is crucial for business entity to develop positive infrastructure. The
physical evidence is also majorly related to product and services based approaches which
are helpful in increasing market strength of a company (Fonseca, Paço, and Figueiredo,
2021). The Backup North West company should focus on development of physical
evidence in order to develop and achieve major targets and goals.
Key marketing theories application and their impact on success of marketing activity with
reference to customer awareness and satisfaction
It is very much important for a company to focus on application of different marketing
theories in order to lead the marketplace. The Backup North West company is considering
following marketing theories to develop systematic operations:
STP(Segmentation, targeting and positioning)
 Segmentation- Segmentation is considered as major approach in marketing is important
in development of dividing market into different parts (Homburg, Jozić, and Kuehnl,
2017). This technique helps a business in bifurcating market into different parts which
develops a key approach in providing essential services to target customers.
 Targeting- The targeting approach helps a business entity to develop major approach in
handling the right customers. In this technique, targeting right customers for business is
facilitated by marketing management in order to perform sales related operations. Major
companies adopt this approach for selling products to audience which increase revenue.

 Positioning- This approach is referred to select appropriate geographical location for
selling the final products to customers. A company achieves major competitive advantage
with the help of right positioning (Kotabe, and Helsen, 2020). It is major function of
marketing management to implement best practices in positioning for achievement of
precise results.
Decision making process of consumer Theory
Decision making process of customers is a major approach which supports a business in
understanding buying behaviour of different customers. With the help of this approach, a
company maintains effectiveness in different marketing activities and functions. The consumer
decision making process theory is also helpful in understanding mindset and preferences of
target customers. All major companies in the marketplace focus on development of consumer
decision making process for achievement of optimum business results (Kotler, Pfoertsch, and
Sponholz, 2021).
The key approach of a business should be on analysing consumer decision making
process for sales development. The different business organisations in international marketplace
which take into account application of different strategies on the basis of consumer behaviour.
The consumer decision making process is also a key approach which helps a company to identify
needs and demands of different customers. In the recent times, many business organisations use
this approach to facilitate sales turnover. The implementation of this marketing theory in Backup
North west service provider must be there with supervision and control. It is also major ethical
role of marketing management of a business entity to put emphasis on which are important for
business development (Muddaha, Kheng, and Binti Sulaiman, 2018). It is ethical role of
marketing management to take into account planning and strategic framework to facilitate
development of this approach.

RECOMMENDATIONS
Recommendations are effective in providing competitive advantage to business firms and
also increase their efficiency (Sarpong, 2018). All the major companies should focus on
development of effective strategies and approaches on the basis of recommendations. The Back
up North East company should follow the below mentioned recommendations:
 Information and technology- The information and technology is related to key factors
which are developed by a business in order to develop systematic marketing operations.
With the help and support of digital technology, a company can perform functions and
activities on quick and accurate basis. Marketing management of a business have to
focus upon development of effective customer relationship management in order to lead
the marketplace in a short span of time.
 Strategic marketing- Strategic marketing is a modern practice which develops a key
planning framework that is important for development of marketing operations. In the
recent times many companies use the application of strategic management in order to
lead marketplace.
 Compensation and rewards to employees- The compensation and rewards are two
major and important business tools which are helpful in increasing business strength. All
major companies at the marketplace provides monetary and non-monetary rewards to
different employees in order to increase their productivity (Woodside, 2017). The Backup
North East company should regularly provide major compensation to employees on
frequent business to develop marketing area.

CONCLUSION
From the above discussion it can be concluded that marketing functions and activities are
important to be developed by a business. The main role of an organisation is to support
marketing functions with help and support of effective marketing strategies to achieved business
targets and goals. This report concludes significance of planning frameworks to develop
marketing functions according to business requirements. This project also concludes role played
by marketing mix and its application in supporting growth and expansion of a business in a well
defined and arranged manner.

REFERENCES
Books and Journals
Czinkota, M.R., Kotabe, M., and Shams, S.R., 2021. Marketing Management: Past, Present and
Future. Springer Nature.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Dixit, S.K. ed., 2020. The Routledge handbook of tourism experience management and
marketing. Routledge.
Eryigit, C., 2017. Marketing models: A review of the literature. International Journal of Market
Research, 59(3), pp.355-381.
Eryigit, C., 2017. Marketing models: A review of the literature. International Journal of Market
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Fonseca, I., Paço, A. and Figueiredo, V., 2021. Nonprofit organisations, management and
marketing strategies for survival: The case of philharmonic bands. Journal of Philanthropy and
Marketing, 26(1), p.e1678.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
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Hua, H., 2019. Mobile Marketing Management: Case Studies from Successful Practice.
Productivity Press.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Kotler, P., Pfoertsch, W. and Sponholz, U., 2021. H2H Marketing: The Genesis of Human-to-
Human Marketing. Cham: Springer.
Muddaha, G., Kheng, Y.K. and Binti Sulaiman, Y., 2018. Impact of marketing knowledge
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Sarpong, S., 2018. Crisis management and marketing. In The Routledge handbook of destination
marketing (pp. 100-109). Routledge.
Woodside, A.G. ed., 2017. The complexity turn: Cultural, management, and marketing
applications. Springer.