Your response to this assignment will be evaluated using the following criteria:
(i) completeness — all aspects of all questions have been answered fully;
(ii) originality – the text and other sources must be clearly cited, but the response contains original insights and analyses;
(iii) appropriateness – a focused response offered that pertains directly to the question asked, and;
(iv) reasoning (logic and arguments advanced to support your responses).
A general note on how to approach assignments in this course:

Treat the assignment as a task that requires thought and application instead of research through Web and other sources for answers and responses. There is more value (and higher grades) in original insights and analyses.

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Try to offer responses that are appropriate to the question. In other words, write your answer not with a view of “what-is-the-professor-looking-for” but what is required as the most appropriate and “best” response.

Do not offer raw personal experiences and opinions (e.g., statements that start with “I think …,” “I believe …” etc.). Instead, generalize from such experiences and try to be persuasive. Try to convince the reader through logic, arguments and examples.

This assignment task pertains to the relevance of marketing to non-profit firms.

There are several viewpoints, perspectives and definitions of marketing that are offered in the introduction to marketing module. Also, you are, to some extent, familiar with marketing either from your work or general observations and readings. Marketing may be considered as one of the functional areas of business (just like production, finance, accounting, etc.). However, marketing could be considered more of a philosophy (“a way to think about business” – text, p. 4) since it helps us understand customers and also develop and implement the entire firm’s strategy and functions to reach and satisfy customers.

Elaborate on the role of marketing in a non-profit firm and comment on how important it is to such firms.

[Hint: Note that a typical non-governmental non-profit firm has at least two major constituencies – those who provide resources to it and those who receive its services. Focus on both.]



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