Assessing Marketing Practices in Social Organizations in Addis Ababa: The Case Study ofAAHAPCO
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Date
2007-07
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Addis Ababa University
Abstract
The purpose of this study is to assess the marketing
practices in NPOs in Addis Ababa in light of four P' s of
marketing elements at AAHPCO . To undertake this research ,
descriptive approach is adopted . Primary and secondary data
sources used via questionnaire and interview survey
techniques to the former and referring the existing data sets
for the latter one . Moreover , statistical tools such as mean ,
standard deviation , variance and range are employed and a
Likert scales is applied too . To make the study manageable as
well as cost - effective , out of 100 (one hundred) population a
total size of 50 samples were drawn by SRS method at Head and
Kebele levels and purposive technique applied at sub city
level . ' AAHAPCO' has developed marketing mix programs in
light of marketing mix elements only for three of the four Ps
such as products/services , place and promotion . Nevertheless ,
there are no programs set for pricing . Customers are
receiving the services/goods freely so long as they fulfill
the criteria stipulated by the organization . Besides ,
"AAHAPCO" does not have objectives in terms of new
product/service development . Moreover , neither marketing
department nor marketing professionals exist . Under "AAHAPCO"
there is serious problem in coordinating and its marketing
mix practices with different departments. Government took the
lion share of the source of funds followed by foreign NGOs .
Selective distribution strategy is applied under it in order
to allocate its services/goods . Concerning promotion ,
persuasion and informative types of messages are used .
Moreover , pamphlets are the first one used by this
organization followed by broad cast advertising while
newspaper took the third rank in order to advertise
services/goods as well as the organization per se . At grass
roots , unlike head quarter and sub cities , the study
organization does not involve itself in any fund raising
activities . The product/service program design in the study
organization is based on the demands of both donor and client
markets interest and its efficiency and effectiveness was
also leveled as good in light of both markets . Therefore , it
is recommended that ' AAHAPCO ' should start working with
' Private sector fund raising ' companies that help identify
potential corporate partners in other industry sectors ,
including consultancy firms , food and clothing
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Keywords
Marketing Practices in Social Organizations