PERCEPTIONS AND MARKETING POSITIONING IN NONPROFIT AGENCIES

This paper describes the informal marketing approaches of a large nonprofit agency which successfully positioned itself to market educational videos for use in schools. The agency evaluated competition and used existing positive perceptions to create a position in the educational market by developing products to meet both the needs and wants of consumers. The authors conclude that successful marketing in cludes effective promotions and advertising, as well as creating positive perceptions, which, in turn will create strong market positions. © 1991 Human Sciences Press, Inc.