Evaluating the Service Marketing Mix of a Not-For-Profit Organization: A Study on Edward M. Kennedy Center in Bangladesh

Abstract

This internship report is based on the Service marketing mix of Edward M Kennedy center, Dhaka. The full report is made from the real experience of my works on Edward M Kennedy center for last 1.5 years. This report includes the 7p of marketing mix that is Product, Place, Price, Promotion, People, Process, Psychical Evidence. Each and every point is described in the report elaborately under the EMK center that how it actually works on EMK center. As the EMK center is a public service organization, it served the customers with the best possible quality. As it’s a non-profitable organization, instead of product there are basically services. The center situated in Dhanmondi, in Dhaka and other branches of American center oversees “American Corner” mini-libraries in Chittagong, Sylhet, Khulna, and Rajshahi. In case of price EMK basically doesn’t charge any price. For providing all services, EMK is asking for the membership. Membership fees are 500 BDT. All the services include in the membership. The validity is for 1 year. The center doesn’t follow any professional strategy for their promotional campaign. The center uses Leaflet, Personal invitation, Personal communication and Facebook promotion for any program. EMK center has several departments for serving the people and maintain the EMK Center. EMK center has Program Department, Education USA department, EMK Makerlab, Entrepreneurship Department, Technology Department, Finance and Administration department. They have another two Departments: one is for Patrons service an operation Department and another is Ted cafe. EMK have many tangible elements to serve the members. EMK have a Library, and a Makerlab. There are Books, Computers, Sound Tools, designing tools, 3d printing tools, robotics tools and many other things. The total 7p is used by the EMK center properly and the center is very concerned about effectiveness of these tools.