The practice of learning about target populations, adjusting services to better satisfy their needs and preferences, and persuading these populations to continue their use or support of a specific organization. Marketing practices can influence the level, timing, and composition of demand for services.


Marketing Mix:

The combination of efforts an organization makes to increase knowledge of and demand for its services. These efforts fall under six categories: product, populations, price, place, production, and promotion.


Market Niche:

An organization's unique role and image within the greater marketplace. An organization's niche should be large enough to provide it with enough funds and other resources, fit the skills and resources it has or can easily obtain, offer potential to grow, and be of little interest to major competitors.


Market Segmentation:


The process of breaking down a market or a target population that is too large to serve effectively into smaller populations that share common interests. Organizations may segment populations by, for example, clients' disposable income, or the size of employers whose employees they serve. They may then develop specialized services for these subpopulations.


Target Populations:

Groups to whom organizations market their services, including current and potential users of services, purchasers of services who may be different from users, such as employers and donors, and the supporting community.