Marketing Introduction

INTRODUCTION

Many people think marketing is simply selling, public relations, or some mysterious activity conducted by Stanford M.B.S.'s on the 40th floor of a Manhattan office building. The accepted text book definition of marketing is presented by Dr. Phillip Kotler in Marketing for Non-Profit Organizations. "Marketing is the analysis, planning, implementation, and control of carefully formulated programs designed to bring about voluntary exchanges of values with target audiences for the purpose of achieving organizational objectives. It relies heavily on designing the organizations offerings in terms of the target markets needs and desires using effective pricing, communication and distribution to inform, motivate, and service the markets."

Marketing Cooperative Extension is:

* Deciding upon an approriate name, mission, and description of Cooperative Extension and communicating that image consistently to decision makers, clientele, the media, and the general public.

* Planning and directing programs that are based on identifiable needs of target audiences.

* Communicating impacts and results to appropriate publics.

* Understanidn that a good, consistent organizational image is inevitably tied to quality programming carried out by an outstanding staff.

* A part of the program planning process and the plan of work instead of beinga separate effort.

* Blowing the organization's horn in the correct places.

* Insuring the continued effectiveness and survival of a program of the entire organization.

* A team effort involving administration, all levels of staff and power brokers.

Simply stated, Marketing Cooperative Extension is a three part process which involves:

1) Creating an awareness of the Cooperative Extension Service and the impact of its programs: (Marketing the Extension Organization).

2) Designing and constantly improving programs to satisfy the needs of people. Programs should be consistent with the mission of the land grant university. (Marketing the Education Program).

3) Developing, maintaining, and expanding positive relationships with key decision makers, community leaders, volunteers, clients, staff, and media representatives (Relationship Marketing).

*	Deciding upon an approriate name, mission, and description of Cooperative Extension and communicating that image consistently to decision makers, clientele, the media, and the general public.
*	Planning and directing programs that are based on identifiable needs of target audiences.
*	Communicating impacts and results to appropriate publics.
*	Understanidn that a good, consistent organizational image is inevitably tied to quality programming carried out by an outstanding staff.
*	A part of the program planning process and the plan of work instead of beinga separate effort.
*	Blowing the organization's horn in the correct places.
*	Insuring the continued effectiveness and survival of a program of the entire organization.
*	A team effort involving administration, all levels of staff and power brokers.

1)	Creating an awareness of the Cooperative Extension Service and the impact of its programs: (Marketing the Extension Organization).
2)	Designing and constantly improving programs to satisfy the needs of people. Programs should be consistent with the mission of the land grant university. (Marketing the Education Program).
3)	Developing, maintaining, and expanding positive relationships with key decision makers, community leaders, volunteers, clients, staff, and media representatives (Relationship Marketing).