SCOPE OF NON-PROFIT MARKETING PRACTICE AT LOCAL GOVERNMENT OF BANGLADESH (original) (raw)

Abstract

This study attempts to examine the scope of non-profit marketing practice at local government of Bangladesh. A survey on one hundred elected political leaders and government officers at Upaxilla Parishad level of Bangladesh has been conducted to measure their attitudes and perceptions in applying non-profit marketing tools and techniques at local government of Bangadesh. It is observed that their attitudes are almost positive. The respondents say that all the service providing departments at upazila level under related ministries can be market-oriented at the time of their undertaking service generating projects to best satisfy the local voter-market (set of present and potential voters). The major respondents agree that they are collecting data for creating, delivering and communicating services for the local people or voter-market without any formal knowledge about non-profit marketing. So, local government should practice non-profit marketing at each upazila as well as other units like Union Parishad, Municipalities and City Corporations. By adopting the new marketing concept, local government of Bangladesh would be more strengthen in terms of effective and efficient use of limited resources to best satisfy the local people as well as the other countries of the world.

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What are the current understandings of non-profit marketing among local government officials?add

The study finds that 86% of local government officials view marketing as creating and delivering services. This indicates a growing recognition of non-profit marketing roles among elected leaders and public servants.

How do local government officials perceive the concept of the voter-market?add

According to the research, 86% of respondents define the voter-market as present and potential voters expecting services. This highlights a shared understanding among officials regarding their target audience for service delivery.

What evidence suggests local governments are engaging in non-profit marketing practices?add

The research shows that 68% of respondents acknowledge an exchange relationship with voters, which aligns with non-profit marketing principles. This indicates that local governments are involved in marketing activities despite lacking formal training.

What is the perceived need for specialized training in non-profit marketing among government officials?add

A significant 91% of respondents believe short training programs could enhance understanding of non-profit marketing. This suggests a strong demand for capacity building to improve public service delivery.

How do local government officials evaluate the impact of non-profit marketing on service quality?add

The survey reveals that 90% of officials agree applying non-profit marketing concepts could enhance service quality. This collective belief underscores the potential benefits of implementing structured marketing strategies in local governance.

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