Marketing Professional Practice Questions

After a long career as a Marketing Manager for Coca Cola a friend of yours is thinking about taking a senior marketing position in a not for profit organization. What are some of the major differences she should expect to encounter?


By  deciding to shift from Coca Cola and join a not for profit my colleague will be subjected to a variety of differences in her daily marketing job. This is due  to the fact that her previous organization, that is, Coca Cola is a for profit organization thus it usually embraces totally different marketing strategies in comparison with the not for profit organization she is envisaging to join. Therefore there will be so many marketing differences in the approaches taken by both companies despite have a common goal (McLeish, 2010).

For instance, one of the main difference to be  encountered in the marketing section of the not for profit organization and the for profit organization will be that in the for profit organizations the served customers will undoubtedly be generally the providers of the revenues that will be required in covering of the organization expenses thereby facilitating  a continuous operation. However, the non profit organizations frequently serve the constituents who  does not in any way contribute to the provision of this sustaining funding, thus the funds has  to be sought from the third party who are the donors (Lancaster and Reynolds,  2005). Therefore this implies that the marketing strategy must be capable of describing both the way in which the organization will be capable of communicating its offered services to the market where the service targeted as well as the way in which it is likely to communicate the urge for funding to its target market for funding. Therefore this is very crucial in detailing the two distinct messages for marketing as well as the two marketing strategies (Stansburry, 2007).

Apparently the marketing in the for profit organizations is usually aimed at increasing the revenue collection from its customers through increased sales which results to a continuous  growth of the organization (Stansburry, 2007). However, the difference in the marketing for the not for profit organization is that it is mainly aimed at establishing long standing relationships because the donors or sponsors usually provides funds for services they do not get thus these organizations are used as the link between the revenue providers and those who get the services.

There will also be lack of the business acumen in the not for profit organization marketing strategy mainly because there are no direct competitors and each not for profit organization decides which need to attend to and not necessarily the one been attended by other organizations (McLeish, 2010). Moreover, at times there is also a fixed source of funding from the donors since some of them funds specific organizations  hence this reduces the business acumen in marketing. This is contrary to what is usually expected in the for profit organizations where marketing must yield results and it is evaluated with the sales volume irrespective of the established business relationships (Lancaster and Reynolds,  2005).

Moreover, there will be limited aggressiveness with respect to the marketing in the not for organizations. This is mainly because irrespective of both using a marketing mix in the marketing strategy the for profit organizations needs to be more aggressive since there are numerous competitors striving  to take the market control whereas the not for profit organization will only be striving to ensure satisfaction of the donors on how the funds were spend as those who receives the services or products (McLeish, 2010).

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How would you use the internet to recruit volunteers to your not for profit organization?


There is undoubtedly growing evidence linking a commendable number of organisations with the use if internet technology as well as the world wide  web as their only platform for the facilitation of recruiting as well as testing of the potential employment candidates (Kerrin and Kettley, 2003). However, the main drivers that is making many organizations to turn to the online recruitment or e-recruitment are: the improvement of the corporate profile and image, reduction in the recruitment costs, reduction in the administrative burden as well as the employment of better tools for the team involved in the recruitment (E-Recruitment, 2007).

However, due to the increased usage of internet nowadays  the online recruitment would  definitely be the most effective and  affordable form of recruitment (Pfeffer, 2008). This  would also be aided by the fact that job is usually among the key reasons why new users are likely to use the internet alongside e-mails  and social networking sites. Thus due to this reason there are approximately 18 million resume’s that are nowadays floating online globally. Therefore in order to recruit volunteers online for  my not for profit organization, I will first need to establish a website for the organization  on which I will create a job application portal (Kerrin and Kettley, 2003). This is mainly because the online recruitment will use the  web based tools in assisting in the process of recruitment.

However, the recruitment process will start by advertising the volunteer positions in the organization’s job portal, providing  the description and specifications of the volunteer position and thereby opening the job portal to start receiving applications and after which the searching for the suitable resumes that have been posted follows corresponding to the volunteer position opening specifications within the not for profit organisation (E-Recruitment, 2007).

In addition  I will also ensure that there is creation of a complete online application section or recruitment section in the created website for the organization job portal which will also be in a position to accommodate  the applicants resumes in the database for future consideration as well as when the roles are the positions becomes available (Pfeffer, 2008). This will ensure that even after picking the necessary number of required volunteers the resumes of the rest will still remain in the organization’s database for future consideration (Kerrin and Kettley, 2003).

However, in order to facilitate effective and easier selection of the volunteers I will ensure that I put in place a resume scanners which is usually very vital in the benefit that will be provided by the  organization job portal on the website responsible  for the facilitation of the online recruitment (E-Recruitment, 2007). This will enable that there is an easier way through which I will be capable of screening as well  as filtering the resumes submitted by those interested in volunteering in my not for profit organization by use of pre-determined requirements which will include skills, qualifications or the experience which will be needed  to execute various roles as a volunteer (Pfeffer, 2008).

The establishment of the job portal will have immense benefits since it will provide an all through access to the  resumes database to the volunteers  thereby facilitating timely   recruitment by the organization (Kerrin and Kettley, 2003). Moreover, the volunteer positions will be capable of been immediately posted on the organization website which  also tends to be cheaper compare to the newspaper advertising for the volunteer positions. Finally, the online recruitment process will be helpful in the  automating of the organization’s recruitment process, thereby saving time as well  as costs on the process of recruitment (E-Recruitment, 2007).

(594 words)


E-Recruitment. 2007.                                                         (Accessed June 7, 2011).

Kerrin, M. and Kettley,  P. 2003.  e-Recruitment: Is it Delivering?. (Accessed June 7, 2011).

Lancaster, G. and Reynolds, P. 2005. Management of marketing. Oxford: Elsevier Butterworth-Heinemann.

McLeish, B. 2010. Successful Marketing strategies for non-profit organizations: winning in the age of elusive donor. 2nd ed. Hoboken, NJ: John Wiley & Sons, Inc.

Pfeffer, M. 2008. E-recruitment: analysis of current trends based on an empirical survey focusing on online career networks. Saarbrucken: VDM Verlag.

Stansburry, L. 2007. Marketing basics for a non-profit organization. (Accessed June 7, 2011).


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