Case Study: A Market Mix For Central City Concern

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A Market Mix for Central City Concern Vivian Atcherson March 23, 2013 MKT 421 Ricci Rizzo MBA To stimulate a market for a product or service an effort is made during research to understand the buyers behavior according to (Armstrong & Kotler, 2011) knowing “where what and for how much,” they buy. Other questions about human nature and thinking when they make a purchase are what stimulates the consumer’s brain to moral values, cultural beliefs, and influence from society. The environment is one market stimuli that uses the four P’s product, price, place, and promotion. A nonprofit organization called Central City Concern uses these ideas to offer services to a community of homeless and addicted person in the city of Portland.…show more content…
Many homeless people do not have access to media so the “word” out in the community is to find the right program door to walk through for services. Once inside the door they will receive treatment, shelter planning, or healthcare needs depending on which door is entered. The customer service, acceptance of diversity and attitude is the place where this part of the market mix begins. To meet possible supporters and funders the places to go are community forums, public sources, hospitals, institutions, court systems, criminal justice programs, and other human service agencies. These places and institutions need the services offered at Central City Concern and marketing all services helps them know where to refer clients and they benefit from the program by stopping some clients who continue the cycle back to them. Clients needing services and have successful outcomes through a program at Central City Concern will save these other institutions from the helpless confusion of working with the vulnerable people in the city of Portland. One example is the program called Old Town Recovery Center is a program that provides post op care from local hospitals that have performed emergency surgery on an uninsured homeless client. Transporting this client to “The Recovery Center” saves money for medical stays in hospitals, ambulatory care, return patients with lack of the ability to care for their wounds and a safe place for the client to heal. This supports the price of funding needed for this program. A market mix of interested groups and part of these larger funders are on the Board of director because they have an interest in this program. Some are from local court services, law enforcement, hospitals, and government agencies and local community citizens

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