Marketing Non-Profit Organisations 9789350435243, 9788178667454

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MARKETING NON·PROFIT ORGANISATIONS

S.M. JHA Ph.D., D. Lit., Professor, Department of Commerce and Business Administration, L.N. Mithila University, Darbhanga

KC)jI GJIimalaya GJlUDlishing GJIouse • Mumbai • Delhi • Bangalore • Hyderabad • Chennai • Ernakulam • Nagpur • Puna • Ahmedabad • Lucknow

© No part of this ,book shall be reproduced, rerpinted or translated for any purpose whatsoever without prior permission of the publisher in writing.

ISBN REVISED EDITION

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978-81-78667 -45-4 2009

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CONTENTS 1 - 50

1. BASICS OF MARKETING NON-PROFIT ORGANISATIONS Introduction -

Changing Role of Marketing in the Non-profit Sector the concept and Perception -

Organisations the Perception -

Non-profit

Marketing Non-Profit Organisations -

Social Marketing Concept for NPOs -

Marketing Objectives: Non-

Profit Organisations -

Justifications for Practising Marketing in NPOs -

Environmental

Influences on NPOs -

Product Life Cycle of NPOs - Segmentation of Donors in NPOs

- Sensitising the Donors - Management of Behaviour in NPOs - Behaviour of Beneficiary - Marketing Information System for NPOs - Formulating Marketing Mix for NPOs Monitoring and Reviewing Marketing Programme - Summary - References - Discussions.

2. MANAGEMENT OF NON-PROFIT ORGANISATIONS Introduction -

Management of Educational Institutions -

Practising Social Marketing;

- Management of Hospitals and Healthcare Organisations -

Management of Political Parties -

-

Practising Social Marketing; Management of Red Cross -

Management of Police Services -

51 - 82

Practising Social Marketing;

Practising Social Marketing; Management of NGOs Practising Social Marketing;

Practising Social Mdrketing -

Summary -

References

Discussion Ouestions.

3. TOTAL QUALITY MANAGEMENT CONCEPT IN NON-PROFIT ORGANISATIONS

83 - 113

Introduction - Total Ouality Management - the Concept and Perception - TOM Concept for Non-profit Sector - Constituents of TOM - Practising TOM in Non-profit Organisations -

TOM in Educational Institutions -

-

TOM in Political services -

TOM in Hospitals and Healthcare Organisations

TOM in Red Cross Services -

in Police Services - Ouality Philosophy in NPOs - Summary Ouestions.

TOM in NGOs -

References -

4. MARKETING EDUCATION SERVICES Introduction -

Innovative Education -

Literacy: the Concept -

Segmentation in Education Information System -

114 - 169

Why and How? Literacy: the concept -

The Emerging Trends -

TOM

Discussion

Functional

Marketing Literacy: The Concept -

Understanding the Behaviour of Users -

Education

Marketing Mix for Adult Education - Strategic Marketing for Adult

Education -

Marketing Mix for Elementary Education -

Marketing Mix for Secondary

Education -

Strategic Marketing for Secondary Education -

Marketing Mix for Inter-

Education - Marketing Mix for Higher Education - Strategic Marketing for Higher Education - Changing Role of Marketing Professionals in Satisfying the Users of Educational Services -

Summary -

References -

Discussion Ouestions.

5. MARKETING MEDICARE AND HEALTHCARE SERVICES

170 - 235

Introduction - Hospital Marketing - the Perception - Rationale Behind Practising Marketing in Hospitals -

Segmentation in Medicare Services -

of Medicare Services Mix -

Product Mix -

People -

Behavioural Profjle of the Users

Market Segmentation - Hospital Information System - Marketing Promotion Mix -

Place Mix -

Processing -

Physical Attractions

Strategic Marketing for Medicare and Healthcare Services -

Changing

Role of Marketing Professionals in Satisfying the Users of Medicare Services - Summary -

References -

Discussion Questions.

6. MARKETING POLITICAL SERVICES Introduction Marketing -

Political Ideologists of India -

Mix -

Political Environment in India -

the perception and Misperception -

Segmentation in Politics in Politics -

236 - 304

Political Information System -

Management of Behaviour

Formulation of Marketing Mix for Political Services - Service Mix -

Political Communication -

Advertising -

Political

Significance of Political Marketing Promotion

Political Advertising and TV -

Media

Strategy for Political Organisation - Publicity - Personal Selling Word-of-mouth Promotion - Telemarketing - Channelisation of Services in Political Organisation - Managing the Party People -

Location Point for Political Parties -

Strategic Marketing in Politics

Changing Role of Marketing Professionals in Satisfying the Users -

References -

Summary -

Discussion Questions.

7. MARKETING FOR TRADE UNIONS

305 - 339

Introduction - Trade Unions: the Perception - Marketing for Trade Unions: the Perception -

Rationale Behind Practising Marketing -

Management of Information System -

Management of Behaviour in Trade Unions - Segmentation of Trade Unions - Managing Subscriptions and Donations - Service Mix for Trade Unions - Promotion Mix for Trade Unions -

Channel ising and Placing the Services -

Strategic Marketing for Trade Unions -

in Satisfying the Workers -

Summary -

Managing People for Trade Unions

Changing Role of Marketing Professionals References -

Discussions.

8. MARKETING FOR NGOs Introduction -

NGOs -

the Perception -

340 - 365 US accredited NGOs -

Types of Societies

Marketing for NGOs: the Perception rationale Behind Practising Marketing in the NGOs

- Product Mix for NGOs - Promotion Mix for NGOs - Fee for NGOs - People for NGOs - Processing by the NGOs - Strategic Marketing for NGOs -Changing Role of Marketing Professionals in Satisfying the Customers/Users - Discussion Questions.

Summary -

References

366 - 395

9. MARKETING RED CROSS SERVICES Introduction -

Red Cross: the Perception -

Red Cross_ Society -

the Perception -

Indian Red Cross Society - the Perception -

Indian Red Cross Society - the Perception

-

Rationale Behind Marketing Red Cross -

Red Cross Marketing -

the Perception -

Users of Red Cross Services -

Red Cross Information System -

of Users of Red Cross services -

Management of Donors in the Red Cross - Formulation

of Marketing Mix for the Red Cross -

Service Mix for the Red Cross -

for the Red Cross - Channelisation of Red Cross Services Services -

Physical Attractions -

for the Red Cross -

Promotion Mix

Processing the Red Cross

People Serving the Red Cross - Strategic Marketing

Changing Role of Marketing Professionals in Satisfying the Users

of Red Cross Services -

Summary -

References -

Discussion Questions

396 - 438

10. MARKETING POLICE SERVICES Introduction -

Behavioural Profile

Police Services: An Overview -

Rationale Behind Practising Marketing -

Social Marketing for Police services -

Marketing Information System for the Police

service - Segmentation of Users for the Police Services of Users of Police service - service Mix -

Promotion Mix -

Understanding the Behaviour Channelisation of Services

- Location Point for Police Stations - Physical Attraction for Police Services - Management of People for Police Services - Strategic Marketing for Police services - Changing Role of Marketing Professionals - Summary - References - Discussion Questions.

11. EMERGING CHALLENGES BEFORE NPOs Introduction -

Challenges Before Non-Profit Sector -

439 - 464 Present and Future of Non-profit

Organisations - Educational Institutions - Medicare and Healthcare Organisations Political Parties - Red Cross - NGOs - Trade Unions - Police Department - Summary -

References -

Discussion Questions.

BIBLIOGRAPHY

465 - 468

INDEX

469

"This page is Intentionally Left Blank"

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

BASICS OF MARKETING NON-P.ROFIT ORGANISATIONS, CHAPTER OBJECTIVES

LEARNING OBJECTiVes This chapter is intended to sensitise the readers to the various dimensions of marketing Non-profit Organisations. While going through this chapter, the readers come to know the fundamentals. They are able to understand the changing role of marketing in the non-profit sector, the concept and perception of non-profit organisations, the marketing objectives, the justifications for practising marketing in the NPOs, the product life cycle, the segmentation process, the management of behaviour, and the management of information which help them while orchestrating the different submixes of marketing in the face of emerging challenges and evolving developments. They also develop their awareness of strategic decisions and monitoring and reviewing process. These basics would help them in understanding the marketing of services generated by Non-profit Organisations.

• Introduction • Changing Role of Marketing in the Non-profit Sector • Non-profit Organisation - the Concept and Perception • Marketing Non-profit Organisation - the Perception • Social Marketing Concept for NPOs • Marketing Objectives - Non-Profit Organisations • Justifications for Practising Marketing in NPOs • Environmental Influences on NPOs • Product Life Cycle of NPOs • Segmentation of Donors in NPOs • Sensitising the Donors • Management of Behaviour in NPOs·· Behaviour of Beneficiary • Marketing Information System for NPOs • Formulating Marketing Mix-for NPOs • Formulation of Marketing Strategy in NPOs • Monitoring and Reviewing Marketing Programme • Summary • References • Discussion Questions

1 INTRODUCTION Economic transformation without social transformation carries no meaning. Development of small affluent islands around the vast sea of backwardness is not our mission .. We engineer a strong foundation for accererating the pace of economic transformation but if a majority of our population fail in harnessing the benefits of economic development, the government policy makers, the corporate boardrooms have no option but to make ways for a structural change in the national development policy. It is a crying need of the hour that policy decision makers welcome an attitudinal change and develop adequate social assets so that the weaker segments of the society capitalise on the opportunities and avail at least of the basics they need on a priority basis. They get an opportunity to develop their faculties and make themselves potentially sound to avail. In a majority of the countries of the globe, we find masses potentially bankrupt and not in a position to avail, unless cost-free or subsidised services are available. The policy makers in the very context bear the responsibility of speeding up the process of qualitative-cum-quantitative trar:sformation so that government and private, small or large, formal or informal. profit or non-profit organisations contribute significantly and raise the scale of their participation. If we find society not getting the educational aid they need; the medicare facilities they can afford; the healthy living conditions they require and the social regulations they need, the rate of formation of human capital would be slowed down which ultimately would jeopardise the national development programmes. The social organisations, political organisations, the corporate sector and the government sector have to make sure that the services offered by educational institutions, healthcare organisations and hospitals, political parties and non-government social organisations develop world-class professional excellence and offer to the people services found internationally competitive. The mission has to be achieved but without making any profit. Organisations without legitimate right to make profits are called "Non-profit Organisations". Since they generate services essential for the survival of masses, it is pertinent that their priority attention is on improving the quality and increasing the number of users. The depleted conditions of educational institutions and hospitals may close all doors for social transformation. If the political parties fail in showing their commitments to the growth and development of human beings, the policy decisions of government cannot be conducive to the welfare and prosperity of human resources. If the social organisations remain insensitive, a majority of the organisations become defunct. Hence, it is essential that educational institutions, hospitals and health care, political and social organisations work with a new vigour, vision and mission. The motive is subserving the social interests. Making available to the society quality educational aid which, on the one hand, makes them professionally sound

BASICS OF MARKETING NON-PROFIT ORGANISATIONS

3

while, on the other, also helps them to be value-based. Educational institutions thus need to promote both - formal and informal education. Government as well as private educational institutions need to realise gravity of the situation and to incorporate policy decisions in the face of evolving changes. We can't negate the significant contributions of educational institutions in developing the quality of human resources. If we find educational institutions potentially sound, the process of human capital formation gains rapid momentum and the value-addition and value-engineering processes are fuelled properly. Thus, management of educational institutions needs priority attention and it is against this background that we talk about conceptualisation of modern marketing principles. Hospitals and healthcare organisations bear the responsibility of making quality medicare services available to the masses. On the one hand, they have to think about improving the quality of medical aid while on the other hand they have also to make society fully aware of the health problems. Nutritional awareness, vaccination culture, environmental conditions, food habits, health hazards, adequate supply of potable water, development of sanitation facilities, child care are major sensitive problems. Healthcare organisations have to make sure that the masses are sensitised in the right directions. Of late, we find use of a number of expensive inputs for improving the quality of medical aid. The problem of financial crunch before the government-managed hospitals is a major barrier while initiating the process of qualitative improvements. The services offered by the private hospitals are expensive which the masses cannot afford. Professionalisation appears to be a solution to bring things back on the rail. The conceptualisation of modern marketing principles would pave avenues for the development of hospitals and healthcare institutions found efficacious of offering cost-effective services particularly to the weaker sections. Paucity of fund can't be an excuse. Improving the financial health of hospitals appears significant to enrich their potentials and the innovative marketing practices would make it possible. It is in this context that we go through the problem of hospital marketing. Political parties playa major role in the development of almost all the organisations because the ruling party/parties formulate policies. The opposition party(s) also becomes a party to the process because directly or indirectly they are also involved in the process. Political leaders and political parties thus need an attitudinal change. They are supposed to serve the society and while formulating policies or while implementing the same, they have to be careful so that development-oriented and welfare-sensitive policies get priority attention. Political ideologies also become significant in this context. Political parties, therefore need to speed up the process of socio-economic emancipation and the task would be considerably simplified if they conceptualise modern marketing principles since professional excellence and personal commitment of political leaders, workers, and volunteers would set right directions. Developed countries of the west have been promoting such marketing and the less developed countries also should follow the lead.

4

MARKETING NON-PROFIT ORGANISATIONS

We go through the problem of political marketing with the motto of raising the positive contributions of political parties so that they find it easier to project a fair image. Of late, though a number of Non-government Organisations (NGOs) have accepted. the responsibility of promoting social interests, yet we find only a very few of them performing excellently. A majority of them have deviated. If the social organisations become insensitive, almost all the organisations start degenerating. Since we find social regulations playing a commanding role in monitoring the entire process of development, it is pertinent that professionalism gets due weightage and the NGOs accept the responsibility of activating the process of socio-~conomic transformation. Our prime focus is on social welfare organisations, particularly managed privately either with the support of government or with contributions from the public. In developed countries of the world, we find social institutions monitoring and auditing all categories of organisations and it is due to the fact that we find organisational efforts pro to the development and welfare processes. The conceptualisation of modern marketing principle.s by the social organisations needs due attention even in the less developed countries like ours where governmental laws, regulations are becoming ineffective. The aforesaid organisations, known as Non-profit organisations, are to be developed in a right fashion failing which the programmes related to development and welfare of society would not yield the desired results. We go through the problem of marketing non-profit organisations which gravitates our attention on the conceptualisation of modern marketing principles. Since they don't have a legitimate right to make profits, it is significant that they pave the way for generation of surplus so that time-honoured incorporation of latest developments becomes possible. They need to improve the quality of inputs which would not be possible unless they are financially sound. Expensive inputs require a big budget and the government exchequer is not in a position to extend any financial support. The depleted condition of educational-institutions, hospitals, political parties and social organisations makes it imperative that they generate fund by strengthening the process of mobilisation of internal resources. They need to minimise their dependence on government or other organisations. Modern marketing principles would simplify their task, if they assign due weightage to well-defined principles of social marketing . . As a marketing professional, you bear the responsibility of developing the R-onprofit organisations and your task would remain much more difficult, if you delay the process of conceptualising marketing. "Quality in totality" is your vision; "Satisfaction to All," is your mission. The social marketing principles would help you in many ways. You would be in a position to make the process of generation cost-effective and, therefore, whatever the fee-structure you adopt would be judicious vis-a-vis affordable to the masses. The process of qualitative-cum-quantitative transformation would also be accelerated because you are financially sound. The users of the services would be satisfied since you have developed world-class professional excellence_ Professionals would help you in the process of developing the perception of quality which is based on innovation.

BASICS OF MARKETING NON-PROFIT ORGANISATIONS

5

The marketing practises would thus improve the quality of service mix which would considerably simplify your task of satisfying the users. World class professional excellence would make possible frequent innovations to add additional attractions. The core as well as the peripheral services would be of quality which would make your product-mix distinct. You should not forget that the innovative peripheral services would increase the number of satisfied group of users because the core services of almost all the organisations by and large are found identical. While blending core and peripheral services, you need to professionalise your efforts. Being a market.ing professional, the responsibility of formulating a sound service mix is yours, and your innovative efforts would re-redefine the perception of quality. The users would be motivated even if the promotional measures lack creativity. Your next responsibility as a marketing professional is to formulate a sound mix of promotion in which all the constituents get due share. The different components of promotion such as advertising, publicity, sales promotion, personal selling, wordof-mouth promotion, and tele-marketing help you while informing, sensing, sensitising, persuading and transforming the potential users into the actual users. It is not only significant that you formulate a big budget for promotion because this is to make the process expensive. It is much more impact generating that you make a microscopic analysis of their effects and, in the face of situational requirements, regulate the contributions of a particular constituent. If you find your service mix of world class, you have every right of promoting the same in a creative fashion so that the effects are high and even the cost-effectiveness is not questioned. While advertising and publicising, the print media, broadcast media and telecast media are to be used in such a fashion that the core segments develop temptation and become crazy to make their decisions in your favour. Of late, we find sophisticated print media which would not only be cost effective but also successful in transforming potential users into actual users. But the decision making practices need to go through the measures adopted by the competitive organisations so that your strategic decisions establish an edge over the decisions of the rival organisations. While publicising, you need high communicative excellence as this helps you in developing and strengthening personal relationships with the media people. Your task of promotion is considerably simplified, if you succeed in publicising. The constituents like personal selling, sales promotion, tele-marketing need your due attention. Since you find your service mix is of world class, word-of-mouth promotion would be very much instrumental because the satisfied group of users would automatically act as a hidden sales force. Your excellence is coiled in the essence of developing a sound fee structure which may be used as a motivational tool. Since you don't have- a legitimate right of making profits, you need a rational fee structure found affordable to the masses. All of us are well aware of the fact that on account of a high fee-structure, the masses find it difficult to use the services of educational institutions and hospitals and healthcare organisations. Hence, it is pertinent that you, as a profess.ional, make best of your efforts to make the process cost-effective so that a reasonable or moderate fee-structure

6

MARKETING NON-PROFIT ORGANISATIONS

motivates masses and your mission is fulfilled. Maintaining the quality ar. the fee structure are the two opposite considerations necessitating the IJ services of world class professionals. By advertising and publicising, by informing and sensing, by circulating the pu.. .y materials, you promise the specific quality of services to be made available to the users. While channelising, placing and offering, you need to ensure that, at any point or stage, the concerned people are not to make distortions in quality. The process of distortion, if not regulated, would be instrumental in tarnishing your image. This gravitates your attention on the people responsible for offering the services to the ultimate users. Your people particularly working as front-line-staff need an in-depth knowledge of behavioural management. They are expected to be soft and decent so that users at large feel satisfied with their behavioural profile. In the formulation of marketing mix, the professionals also need to practise the three additional mixes, viz., processing, people and physical attractions. While processing, it is important that the gap between the services-promised and services-offered is bridged. While promising, you need to take care to see that you promise less but offer more. This helps you increasing the number of satisfied group of users. Conversely, if you promise more but offer less, an increase in the number of dissatisfied group of users would complicate your task. You bear the responsibility of developing people in the face of evolving changes. Since we find change a natural phenomenon, it is difficult for you to regulate the trend. You, while educating and training the people, need to indicate the essential traits they need in the changed business environment. Of late, we find innovative technology influencing the magnitude of change and you need to develop your awareness regarding techniculture so that the incorporation process is found complete on time and your training programme is found result-oriented. Of course, you need to improve the quality of your service mix but your task remains unfulfilled if you don't have a team of dedicated and committed people. While recruiting and further while developing the people, you need to synchronise three essential traits on a priority basis. You have to make sure that people serving your organisation are professionally sound and for that you need to enrich their subjective knowledge by frequently organising refresher and capsule courses. You have also to see that people serving your organisation are personally committed; this makes it essential that while educating and training you make efforts to inculcate this quality and link your motivational plan with performance. In addition, it is also pertinent that your people are value-based and for that you have to take care while recruiting them since the family background of an individual plays an important role in setting the levels of values. The professionals, no doubt, play a commandi'ng role in the entire process and therefore the boardrooms or the policy makers need to assign due weightage to professional excellence. The marketing of non-profit organisations is a challenging task because

•

BASICS OF MARKETING NON-PROFIT ORGANISATIONS

7

the professionalised efforts, if not of world class, would make the task much more complicated. You need to activate the process of qualitative transformation as this will help you in satisfying the ultimate users. You have to promote quantity because you have to work and serve in a business environment where the users/potential users in a very good number have developed a high level of expectations. Of course you would be successful in discharging your functional responsibilities as a top performer but this requires a fair synchronisation of professional excellence, personal commitment and value-orientation.

CHANGING ROLE OF MARKETING Of late, we find marketing management significantly instrumental in all sizes and types of organisations within and outside the business sector in almost all kinds of countries. 1 This makes it clear that conceptualisation of the principles of marketing is not only related to the generation of profits. The instrumentality of marketing in today's world is found coiled in the essence of satisfying the customers/users. Mounting excellence in professionalism has been successful in helping the professionals while studying and understanding the customers/users in the right fashion. This simplifies the task of orchestrating marketing submixes in the best interest of customers/users so that organisations are found to be professionally sound and financially solvent. The prime thing in the process is to inject new life and strength to the development pursuits of an organisation so that the task of excelling competition is considerably simplified. It is against this background that we find marketing gaining popularity in all the three sectors, viz., business, non-profit and international. 2 In Figure 1.1, we find focus on the instrumentality of marketing in different sectors.

--------

Role of Marketing

Business Sector

Non-Profit Sector

Satisfying customerslusers, making profits, accomplishing organisational objectives, protecting organisational Interests and social interests.

Satisfying users/beneficiaries, social and protecting organisational Interests to increase the contributions of nonprofit organisations to social sector.

I

PROFIT

-------International Sector

Satisfying customers, making profits, accomplishing organisational 'Objectives, protecting organisational and social interests.

NON-PROFIT

PROFIT

SOCIAL MARKETING HOLISTIC CONCEPT

I

NON-PROFIT ORGANISATIONS Fig. 1.1 Role of Marketing in Different Sectors

J

I

8

MARKETING NON-PROFIT ORGANISATIONS

Business: Marketing in the business sector gravitates attention of professionals with the viewpoint of increasing profits. This necessitates marketing professionals to _be innovative so that their goods/services establish an edge over their rival firms and by excelling competition, they prove to be a market leader. Since they are innovative and keep on moving the process of innovations, the rival firms find it difficult to compete. Marketing professionals assign an overriding priority to the satisfaction of customers/users and thus brand loyalty also gains momentum. The business organisations have a legitimate right of making profits and therefore, they find it easier to initiate the process of qualitative-cum-quantitative transformation because they have copious avenues to improve financial health. International: With increasing sophistication in the process of transportation and communications, marketing excellence has'started moving across national boundaries. A number of multinational companies have emerged and innovative marketing practices have started defining and redefining the perception of quality. Marketing professionals were required to improve their excellence to excel competition. Research and development activities were promoted, and organisations having professional excellence were found successful in improving their financial health.

NON-PROFtT SECTOR The emergenc;:e of Non-profit sector is a new development and the marketing professionals are supposed to show their excellence even in this sector but with a

Fig. 1,2 Marketing in the Non-profit Sector

BASICS OF MARKETING NON-PROFIT ORGANISATIONS

9

different vision, mission and goal. It was realised that profit is not the only thing for the development of society. If we find the process of economic transformat'ion hot moving in the right directions, the results and effects of developments fail in subserving social interests. Consequently, the process of social transformation is slowed down in which the human beings are found to be the worst sufferer. A contraction in the rate of human capital-formation jeopardises the process of value-addition. Work culture starts vanishing as the systems start collapsing. If we find masses not harnessing the benefits of development, the formulation of a vicious circle can't be ruled out in which poverty, backwardness, dissatisfaction and dissension would invite a number of socio-economic evils. It was against this background that the holistic concept of management gravitated attention of boardrooms and professionals which made it essehtial that all the organisations, irrespective of the fact that they have or have not a legitimate right of making profits, ,keep social transformation at the top of their development agenda and it was in this context that even the non-profit sectorstarted conceptualising marketing which is essentially to be governed by the holistic concept of management.

NON-PROFIT ORGANISATION: THE CONCEPT AND PERCEPTION While going through the conceptual aspect, it is right to mention that Non-profit Organisations bear the responsibility of subserving social interests and therefore, they don't carry a legitimate right of making profits. In plain words, those organisations not having a legitimate right of making profits are known as non-profit organisations. Since some of the services are of sensitive nature, without which human beings would find it difficult to survive, it is pertinent that the organisations generating them operate the same to serve the public. Since profit is not to be the goal of these organisations, we call them non-profit organisations. Social marketing is an activity of the non-profit organisation. 3 We find social marketing employing the use of the marketing concept in an effort to persuade consumers to accept social ideas beneficial to society at large. Management of non-profit or not-for-profit organisations focuses on studying the needs of the clientele, identifying the potential donors and communicating to them emotional appeals. These organisations vary from the trade and professional associations to community, national and international organisations. We find non-profit organisations dealing with two' basic market segments - donors and clients. They subscribe to the objectives that cannot be measured in financial terms. They are concerned with the people, places and ideas as well as products and services. The donors mayor may not necessarily receive any products to note services in exchange for ,donations/contributions. It is also significant that non-profit organisations offer products/services to those in need and even may not be able to absorb the cost ~f the product/services. 4 The services offered by educational institutions occupy a pi/ace of outstanding significance and it is against this background that citizens of a' country have a right to get educational aid. It is quite natural that paying capacity of all categories of users of services can't be uniform and therefore they are supposed to work with the motto of serving the society witho4t making profits. Because we find educational

10

MARKETING NON-PROFIT ORGANISATIONS

services, of late, depending upon the supporting infrastructural facilities known as inputs, the edu~ational institutions engaged in offering the educational aid have a right to generate surpluses so that the expansion, development, modernisation programmes are practised to activate the process of qualitative-cum-quantitative transformation. It is in this context that we find educational institutions working as a non-profit organisation. We can't negate the instrumentality of healthcare and medicate services for the survival and growth of human beings. The basic medical aid is considered to be a fundamental right of all citizens of the country. It is but natural that all the segments of society are not in a position to afford the medicare services if we find hospitals making profits. Of course, they need time honoured development which requires infrastructural support. The developments in the field of medical sciences are to be incorporated which would not be possible unless hospitals generate surpluses. But it is not meant that they generate profits because this may result into exploitation of people not in a position to afford even the essential medicare services. It is against this background that we find even hospitals and healthcare organisations working as a non-profit organisation. Policy makers playa decisive role in shaping the national economy. The focus is on government policy makers who bear the responsibility of formulating a developmentoriented, welfare-sensitive policy for the nation, ensuring equal opportunities to the masses for development and growth. We find different political parties managing and administering the government. Some of them rule whereas others occupy the opposition bench. The political leaders, workers and volunteers are found engaged in the process. Since the political organisations are responsible for formulating a sound policy for socio-economic transformation, it is essential that they don't function with profit as their motive. If they start working with such a motive, commercialisation of politics will result an onslought on social interests. They are supposed to work with service motive and thus we find existence of even political organisations as a non-profit organisation. 5 Of course, they have a legitimate right to generate funds by mobilising donations, but in this context it is significant that the management of finance is in the best interest of the society. Social organisations bear the responsibility of regulating the government policies. If we find political or other organisations deviating and not responding to their defined responsibilities, the social organisations are supposed to come forward and protect social interests. The Non-government Organisations (NGOs) are intended to promote social interests. They are extended multi-dimensional support through different categories of organisations for that very purpose. If they start making profits, the social interests would not be safeguarded. Thus, we find social welfare organisations working as non-profit organisations 6 because they don't have a legitimate right to make profits. The trade unions and services of police department are also found in the same category. The aforesaid categories of organisations are considered non-profit organisations. Management of non-profit organisation is significant because if we find them professionally

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deficient, financially bankrupt and infrastructurally poor, the task of subserving social interests will remain unfulfilled. As the management of finance is an important problem before the non-profit organisations, it is pertinent that matters like mobilisation and allocation of collected funds, management of people serving the organisation, professional excellence, management of behaviour of the people managing the organisation, dissemination of information to improve the quality of policy and strategic decisions, formulation of marketing mix etc., get due attention of the management. In the Indian context, we find a majority of the non-profit organisations professionallydeficient, financially-bankrupt and infrastructurally poor. Naturally this obstructs the process of development and social interests remain unprotected. The depleted condition of hospitals and healthcare organisations, educational institutions, political parties and social welfare organisations bear a testimony to this proposition that non-profit organisations are managed in a right fashion. The conceptualisation of social marketing principles is significant in the very context.

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MARKETING NON-PROFIT ORGANISATIONS: THE PERCEPTION We find marketing a tool found very much instrumental in diagnosing the levels of expectations of the customers/users. Since the marketing practices help identification of levels, the task of meeting their expectations and including them in the satisfied group of users becomes easier. This makes marketing a customer/user/satisfaction engineering, a prime goal for organisations in general and non-profit organisations in particular. We are well aware of the instrumentality of non-profit organisations in subserving social interests. This draws our attention on the professional excellence of people managing such organisation. Because we find marketing a managerial process, it is essential that professionals managing the affairs are made aware of the positive contributions of non-profit organisations and develop marketing resources in the face of evolving changes. The formulation of a sound marketing mix becomes significant when we think of conceptualising and implementing modern marketing principles in non-profit organisations. A professionally sound manager bears the efficacy of developing marketing resources in tune with the changing levels of expectations and therefore the task of satisfying the users becomes easier. We also find marketing a social process to be more specific while managing the non-profit organisations. It is right to mention that social marketing governs marketing of non-profit organisations because policy decision makers are supposed to formulate such a policy as to safeguard social interests. The professionals responsible for conceptualisation and implementation bear the responsibility of formulating a strategy opening new vistas for social transformation. We find marketing of non-profit organisations a social process because the services of such category of organisations sizeably contribute to the process of social transformation. The marketers, while promoting the interests of users, need to make sure that directly or indirectly, the policies or strategies are not to obstruct the process of social welfare. Of course they also need to protect

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organisational interests because we can't think of raising the contributions of nonprofit organisations to the process of social transformation unless they are financia~ly >ound. So it is essential that marketers managing the affairs are well aware of the avenues for the mobilisation of financial resources. Marketing non-profit organisations may also be considered to be a process of human development. Since we go through the marketing of educational institutions, hospitals and healthcare organisations, political parties and social welfare organisations the services Qf all of them contribute significantly to the development of human beings. The quality of human resource can be improved, if we find non-profit organisations conceptualising social marketing in a right fashion. With a holistic approach, the professionals manage an organisation which becomes significant to the transformation of human resources into human capital. Potentially-sound, physically-healthy, personallycommitted and value-based human resources benefit an organisation vis-a-vis a nation in many ways.

SOCIAL MARKETING CONCEPT FOR NON-PROFIT ORGANISATIONS Non-profit organisations work with the motto of subserving social interests. They mayor may not charge for the services offeredJ The defined principles of social marketing make it essential that the organisations where the conceptualisation process is to be switched on place social interests at the top of the agenda. The policy and strategic decisions of non-profit organisations while concep.tualising marketing focus on satisfaction of users irrespective of the fact that they pay for the services offered or are offered cost-free services. With the passage of time, we find a number of developments in the concept and perception of management. From the rationalistic concept to the holistic concept, we notice so many turning points. When the policy decision makers or the boardrooms started ignoring social interests and it was realised that in a majority of the cases, commercial considerations were establishing an edge over the social considerations, a basic change in the management perception was essential. It was against this background that we find emergence of the holistic concept of management. The principle started occupying a significant place the world over and even the profit-making goods manufacturing and service generating organisations realised the relevance of social marketing to promote social interests. While manufacturing, generating and promoting they are required to make it sure that their policy and strategic decisions directly or indirectly, are not to harm social interests. It was felt that sensitive organisations like Educational Institutions, Hospitals and Healthcare Organisations, Political Organisations, Red Cross, Police Administration, Non-government Organisations (NGOs) and Trade Unions have not been performing well. In a few selected cases, they even make an invasion on social interests, and also generate profits. It was against this background that boardrooms, social scientists and reformists, and professionals ·founc;j it essential to practise social marketing, specially by the non-profit organisations who don't have a I~gitimate right of making profits. By conceptualising and implementing the principles of social marketing, we find a basic change in the policy and strategic decisions. The non-profit organisations

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were not given a right of making profits but were allowed to generate and mobilise funds in the best interest of the society and organisation. The provision for generating surplus was allowed but it was made essential that the surpluses would necessarily be channelised for the development and expansion of non-profit organisations so that we find quantitative and qualitative improvements in their potentials to serve and perform. Particularly in the Indian context where we find the masses poor, conceptualisation and application was essential because this was to pave avenues for promoting social interests. Like other segments, the weaker segments of the society also needed the services of non-profit organisations. Since they were unable to afford the services of private organisations, the conceptualisation was to open the doors for the channelisation of services which would be affordable to all segments of society. Educational aids, medicare services, help to victims of war and natural calamities, development and protection of neglected regions and population were urgently needed and here the non-profit organisations were required to implement social marketing. 8 Of late, we find almost all the organisations practising social marketing.

MARKETING OBJECTIVES: NON-PROFIT ORGANISATIONS We find diverse motives behind marketing goods or services. Even now, majority of us feel that the main purpose of conceptualisation of marketing in an organisation is to make profits and whatever the other motives we find significant for social transformation are of secondary nature. It is against this backdrop that whenever we talk of conceptualisation of marketing principles by non-profit organisations, a number of negative remarks crop up and the critics become vocal and aggressive. They opine that implementation of marketing principles by these organisations would pave the way for exploitation of masses not in a position to afford the sensitive services generated by them. They don't perceive the defined principles of social marketing in the right sense in which we find provisions for subserving social interests getting number one priority. They, of course, are not well aware of the principles of the holistic concept of management which has made possible a fundamental change in the nature and character of almost all the organisations, either producing goods or generating services. It is in this context that we find it necessary to throw light on the multi-faceted objective of marketing the services of non-profit organisations. 1. Satisfying the users/customers: The prime objective behind marketing essential services like education, healthcare and medicare, services to the victims of natural calamities and war, safety and security services are to increase the number of satisfied group of users. We consider marketing a process of customer-satisfaction-engineering in which the professionals make best efforts to study the changing levels of expectations of users. They understand users in the face of a change in their needs and requirements and make sincere efforts to orchestrate marketing resources so that the users of the services feel satisfied and potential users develop a temptation or even a craze to use. The conceptualisation and implementation of social marketing principles make it essential that professionals, while setting objectives, engineering order of priorities and constituting a team of dedicated people, make it sure that their efforts directly

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or indirectly, partially or substantially are not to make an invasion on the interests of society. We can't deprive the weaker segments of society of getting the educational and, medicare facilities simply because they are not financially sound. Constitutionally, morally and ethically, it is the responsibility of the concerned organisations to make it sure that the weaker sections of the society, generally not in a position to afford, are given an opportunity to harness the benefits of development without which the process of social transformation can't be reflected. . 2. Qualitative and Quantitative transformation: If professionals start activating the process of qualitative transformation, a sound foundation is engineered for activating the process of quantitative transformation. In a country like ours where we find the pressure of demography increasing fast; it is pertinent that we also think about an increase in the scale of operations so that the increasing population are not deprived of the basic amenities and facilities. The rural or urban population, the affluents or weaker segments need educational and healthcare and medicare services. If we notice emergence of an abnormal condition, all the segments need institutional support. This makes it necessary that we make organisations professionally and financially sound. Professional excellence helps activating managerial proficiency whereas financial solvency helps improving the infrastructural support. Of late, the services of almost all the organisations are based on rich infrastructural facilities. Educational institutions can't be efficacious of delivery goods to the society, if we find them infrastructurally weak. Similarly, the hospitals and health care organisations, political organisations, NGOs and Red Cross, Police services and Trade Unions can't serve the society in the desired fashion unless they are infrastructurally sound. The application of marketing principles would pave the ways for the mobilisation of finance. The donors and potential do'nors can be persuaded creatively. The fee structure can be made rational allowing the least possible scope for an abnormal increase in the social costs. These developments would open the doors for qualitative-cum-quantitative transformation. It is against this background that we find, "Chasing-quality and Increasing-quantity" becoming an important objective of non-profit organisations. 3. Promoting new people management: We agree with this view that in the development of an organisation, availability of infrastructural facilities playa vital role, but, at the same, it is also to be accepted that failing the availability of professionallysound people, personally-committed people and value-based people even infrastructurally sound and financially solvent organisations prove to be potentially bankrupt. The concept of New People Management focuses on developing quality people by imparting to them the avenues for an all-round development. If we find marketing and social marketing principles conceptualised in the right fashion, the organisations assign an overriding priority to the development of people serving the organisation. The motivational plans are linked to the contributions of an individual where the top performers are suitably rewarded. If we talk about marketing non-profit organisations, the participation and involvement of people become significant to make the entire process of development

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cost-effective. Since we find protection of social interests a prime motto, the quality people work with commitments and convictions. 4. Cost-effectiveness is possible: We conceptualise marketing in the non-profit organisations also with the motto of promoting cost-effectiveness. The participation of quality people in the development processes makes sincere efforts to regulate unproductive,expenses at different stages of plan implementation. Since efficiency is suitably rewarded, we find incentives even to inefficients to perform suitably if they so desire. Organisations are found efficacious of optimising the cost of operation which makes the process of generating the services cost-effective. This also helps them in increasing the number of beneficiaries. 5. Generating surpluses for development and expansion: The application of marketing principles allows an organisation while developing a fee structure helping mobilisation of financial resources. We can't say that non-profit organisations are meant for generating losses. Because this will make them potentially poor. The affluents pay suitably for the services they avail of whereas, for the same quality of services, the weaker sections are allowed to pay subsidised amounts or offered even cost-free services. The organisations are also given an opportunity to mobilise donors.

JUSTIFICATIONS FOR PRACTISING MARKETING Conceptualisation of modern marketing principles by the non-profit organisations is essential but the professionals managing the affairs need to make sure that the process of application would be according to the defined principles of social marketing so that public at large get an opportunity to avail of their services. Practising marketing by the non-profit organisations is significant from the point of satisfying the users. Since we find their services of sensitive and critical nature in influencing the normal living conditions of masses, the application of marketing principles in a right fashion will benefit almost all the concerned segments. The following facts justify application: 1. Expectations of users can be identified: With the passage of time, we find a galloping increase in the levels of expectations of users in general. We find masses more conscious of their rights, of course they are not as much conscious of their duties and responsibilities. Sophistication in the process of transportation and communication has made them fully aware of their constitutional rights. This makes it essential that the marketing professionals diagnose the levels of their expectations, and, while formulating service mix, make sincere efforts to develop the core and peripheral services in tune with the changing needs and requirements. Of late, we find a majority of organisations promoting technology for improving the quality of product. The educational institutions, hospitals and healthcare organisations are considerably influenced by techniculture. The users and potential users of the services come to know about the latest developments taking place world over. The process helps shaping the levels of expectations and if the organisations are not offering the quality they expect, they are dissatisfied. The non-profit organisations can't argue that they are not concerned with qualitative transformation since the offer subsidised

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or cost free services. They indeed have to be innovative while formulating the service mix so that the users at large feel satisfied with the quality of services offered. Presently, the users also expect decent behaviour and this makes it essential that the marketing people have an in-depth knowledge of behavioural management. 2. Fair synchronisation of social and organisational interests is possible: Social considerations focus on subserving the interests of the society whereas organisational interests make it essential that the process of innovation is accelerated. The two opposites complicate the task of marketing professionals. Since we make a strong advocacy in favour or world class professionals, the task of keeping both the considerations at an optimal level is easier. We can't negate that potentials of an organisation would be freezed if they stop the process of modernisation, expansion and development and if we find them financially bankrupt, the process of development can't be switched on. When an organisation is financially sound and professionally world class, innovative efforts can't be delayed. This would enrich its potentials to serve the society. Conversely, if they are forced to make a compromise with the potentials they have and stop or delay innovations, a vicious circle will become operational, which, in due course, questions the efficacy of an organisation to serve. In the Indian context, we find non-profit organisations in general delaying the process of innovation as they are financially bankrupt and professionally deficient. The application of modern marketing principles would explore new avenues for the mobilisation of donors. The corporate sector, national and global bodies, government and others would raise the potentials of non-profit organisations to serve and subserve social interests. The quality of inputs can be improved, infrastructural facilities can be enriched and the services can also be optimised to the changing needs. This process in due course will make an organisation financially sound to protect social interests in different ways. 3. The rate of human capital formation can be accelerated: The role of educational institutions and healthcare organisations and hospitals playa commanding role in improving the quality of human resource. Educational institutions make them professionally sound and healthcare organisations make them physically conscious. Social organisations provide to them a friendly environment to develop. Political and social leaders open new vistas for the growth and development of human resource activating the process of value-addition. The rate of human capital formation is accelerated to serve organisational interests. In the development of social systems, we find non-profit organisations playing an outstanding role provided the social marketing principles are conceptualised while developing the marketing resources. We can't negate that in the development of human and humanity, the positive contributions of non-profit organisations occupy a significant place. 4. Services are made cost-effective: In the less developed countries (LDCs) like ours where the pressure of demography is at its peak, it is much more impact generating

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that the services are made affordable to the masses. Where majority of our population is deprived of the educational aid and medicare facilities even of essential nature on account of cost ineffectiveness, the social system starts collapsing. In the Indian context, the masses are not in a position to afford the expensive services generated by the private educational institutions' and hospitals. On the other hand, the government managed educational institutions and hospitals are virtually defunct. Majority of them are facing financial crunch and due to financial inadequacy, they have become potentially bankrupt. The application of marketing principles would make possible cost-effectiveness since professionally sound managers would be able to regulate unproductive expenses and increase the number of top performers. Motivational plans would be linked to individual/group contributions where top performers would be suitably rewarded. This would in turn activate the process of transformation of even average performers into top performers. The level of operational efficiency would increase and the cost of services would come down. 5. Services would be of world-class: With frequent innovations by the professionals, the quality of services generated by them would be internationally competitive. Professionally and financially sound organisations find it convenient to innovate their service profile in which both the cor~ and Reripheral services get due share. Innovative peripheral services add additional attractions and the users are also motivated. The process of qualitative transformation keeps on moving. The organisations get an opportunity to enrich their potentials which help in satisfying the users. Of late, we find the new generation of technology promoting a number of developments in the medical sciences which can be incorporated in the service mix. Besides, the users and attendants would also avail innovative peripheral services not offered by others. Likewise, educational institutions would also be in a position to improve the quality of their services. 6. Policy and strategic decisions would be time honoured: While practising marketing, we talk about the management of marketing information. An in-depth knowledge of the latest developments around the world initiated and activated by the competitive organisations is possible with the help and cooperation of the information system. In addition, the marketing professionals will also be aware of the emerging trends in the levels of expectations of users. The information related to multi-dimensional developments taking place the world over will be on the working desk of professionals who may find it easier to increase the pace of development. The top management will then be in a position to make an appraisal of the policy decisions and the professionals will find it convenient to make the strategic decisions. The time honoured incorporation will thus be possible. The conceptualisation and implementation of social marketing principles make it necessary that the professionals become aware of the quality of people for the constituti{)n of a team of like-minded people. The operational apparatus determines the magnitude of success and the marketing professionals will be in a position to constitute a team of like-minded people showing personal touch in service.

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7. Behavioural profile would be found rich: If one goes through the application of marketing principles, an indepth study of behavioural management becomes a must. The employees in general, and the front-line-staff in particular, get an opportunity to improve their behavioural profile. Decency in behaviour is essential to promote education and medicare services. Besides, the political parties, while conceptualising marketing, will find it easier to improve the behavioural profile of workers, members, volunteers. Social welfare organisations will also be efficacious of developing sympathy and empathy by promoting education and training facilities. Innovative services of world class offered in a decent way by dedicated and committed people will satisfy almost all categories of users. The foregoing facts make it clear that practising social marketing will pave routes for qualitative-cum-quantitative transformation and the non-profit organisations, presently not satisfying the masses, will be successful in keeping all the segments satisfied. Since we find government exchequer unable to extend adequate financial support to the non-profit organisations, they should assign due weightage to the mobilisation process. Government managed hospitals and educational institutions need intensive care as a majority of them are potentially bankrupt. The corporate sector has to be motivated to come forward to increase its contribution to the development of nonprofit organisations. Besides, the donors need due attention of the professionals because this would be helpful in minimising the problem of financial crunch. The global bodies meant for subserving social interests are also to be sensitised to improve the financial position.

ENVIRONMENTAL INFLUENCES ON NON-PROFIT ORGANISATIONS Change is a natural phenomenon. You can't turn the direction of change. You can't regulate the flow of change. What can be done is to enrich the potentials to encounter. There are a number of constituents related to environment, viz., Social, Economic, Technological and Legal. Being a professional, it is your prime responsibility to develop your awareness of the emerging trends in the environmental conditions. The non-profit organisations occupy a distinct status because they bear the responsibility of protecting and subserving the interests of the society and for that they don't have a legitimate right of making profits. It is quite natural that in such a critical situation, the professionals have to go through an acid test. They need world class professional excellence to help top management in formulating policies and, at the same time, also to assure that their strategic decisions are result-oriented even when the working conditions are unfriendly. It is against this background that environmental studies assume significance while studying the marketing problems of non-profit organisations. Social environment and non-profit organisations: Different constituents of social environment have a direct bearing on the workings of non-profit organisations. The emerging trends in the development of educational and medicare facilities, demographic pressure, customs and traditions, cultural heritage, value-engineering process, constitution of social and family structure are some of the key asp~cts influencing the existence

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and prosperity of non-profit organisations. If we find professionals insensitive to the emerging trends, if we find boardrooms unaware of the multi-dimensional changes in the social environment, the policy and strategic decisions can't be result-oriented. Education: The existence of non-profit organisations depends upon the support and cooperation of society. If we talk about the attitudes of donors related to different segments if we talk about the quality of people serving the non-profit organisations if we talk about values and beliefs, the educational aid made available to the society proves to be a determining factor. Education is not simply a subjective knowledge. It is indeed development of personality. If donors are conservative by nature and not sensitive to the social and cultural problems, indifferent to the development of nonprofit organisations, it is substantially due to the poor quality of educational aid made available to them by the educational institutions. Of late, educational institutions, specially in the Indian context are in a depleted condition. This has influenced the levels of decisions of society. A majority of the population are insensitive to social problems. They don't feel that it is due mainly to the high level of insensitivity bf society that non-profit organisations in general, and educational institutions in particular, have become potentially bankrupt. So it is essential that different segments of society are exposed to formal and informal educational aid. Unless the society is educationally proficient in which high intensity of accountability is existent, the policy and strategic decisions can't be proactive. Non-profit organisations in USA have not been facing such problems as their society is well-educated sensitising all the allied segments to extend the best possible cooperation they can for the development and prosperity of non-profit organisations. Population: In the present Indian social environment, demographic pressure is at its peak due to the population explosion. Non-profit organisations find themselves over burdened with the functional responsibilities but a very few of the organisation extend to them financial support to enrich the potentials. What to talk of donors when the government is not in a position to extend the due financial support. The magnitude of the problem touches its peak when they are even not allowed to mobilise financial resource from internal sources. The problem of over population thus makes the working conditions difficult particularly for educational institutions and hospitals. Besides, the police services, services of social welfare organisations are also hard pressed. No such problems exist in a country where the pressure of population is low. This also makes it clear that non-profit organisations find it difficult to improve their operational efficiency when the demographic pressure is high. Organisations like Red Cross, NGOs, Political Parties, Educational Institutions, Hospitals and Healthcare Organisations bear a major responsibility of protecting social interests. Where the pressure of population is low, the quality of services can be improved. Conversely, where demographic pressure is high, degeneration in quality can't be negated. Customs and Traditions: The non-profit organisations also face the problem of customs and traditions. The population of the East have a different tradition. They spend a lot on fulfilling the social responsibilities on account of customs and traditions

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while their counterparts in the west are not supposed to fulfil. This affects their disposable and discretionary income. On account of a fall in the discretionary income, there is also a fall in the standard of living as they have to pay large amounts for education of their children and medicare facilities to be made available. The paying capacity of the population of the west thus establishes an edge over the population of the East. The non-profit organisations want to offer to the~ essential educational and medical aid but the professionals managing the same find it difficult to do so because of financial crunch, which makes them potentially bankrupt. Values and Beliefs: The process of value-engineering has a direct bearing on the functional responsibility of professionals managing the non-profit organisations. Poverty attacks the efforts made for value-addition. Since problems like overpopulation, illiteracy, insensitivity, non-optimal size of family increase the needs and requirements of masses, the non-profit organisations go through unfavourable working conditions. This helps degeneration of values. Educational institutions, the parents find it difficult to activate the process of value engineering which leads to multi-faceted degeneration in the social environment. In view of this, it is right to mention that non-profit organisations are largely influenced by the emerging trends in the social environment. The professionals bearing the responsibility of managing non-profit organisations are required to be well aware of multi-faceted evolving developments so that they make sincere efforts to protect social interests even if the working conditions are not so conducive. Since they have to tailor the marketing resources in tune with the changing requirements, an indepth knowledge of social environment is essential.

ECONOMIC ENVIRONMENT Economic environment is also to influence the workings of non-profit organisations. We find income of an individual playing a decisive role in availing the services of nonprofit organisations which ultimately affect their financial management, hence it is pertinent that professionals are made aware of the emerging trends. If we find educational institutions, hospitals and healthcare organisations facing financial crunch and thus not in a position to enrich their potentials to improve the quality of services, this is also because a majority of the population, specially in the Indian conditions, find it difficult to afford. Due to inadequate income they are not in a position to avail even the essential educational and medical services. Hence a study of environmental conditions is necessary. It is a crying need of the hour that professionals make non-profit organisations potentially sound. Trends in income: In developed countries, we find non-profit organisations potentially viable since a majority of the population are economically sound to afford the services. The professionals don't face any problem while managing them because whatever the fee structure they set for educational institutions and hospitals are paid by the users. Besides, the masses feel pleasure in offering to them financial support as donation. The corporations also offer to them adequate financial backup. Thus all the avenues

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are instrumental in making non-profit organisations potentially sound to deliver goods to the society. We find very adverse condition in India because the masses are poor. They find it difficult to afford even the essential educational and medical aid. The exchequer is financially bankrupt. Because of inadequate income, non-profit organisations find it difficult to get donations. On account of large-scale misuse of funds, the public develop a negative attitude to the non-profit organisations and they become indifferent to their problems even if they are affluent. Thus, we find a vicious circle in which the non-profit organisations also become financially bankrupt and the professionals find it difficult to activate the process of qualitative or quantitative transformation. All of us are well aware of the misuse of funds by NGOs, Red Cross Society, Educational Institutions and Hospitals. Ultimately the poor segments of the society suffer since the affluents avail of the services offered by leading world class private organisations which they can afford. In view of the prevailing conditions, it is pertinent that professionals m~naging the non-profit organisations keep themselves fully aware of the emerging trends in income and orchestrate marketing resources accordingly. Since in the Indian condition, the masses are poor, it is essential that marketing professionals assign an overriding priority to the management of donors so that the problem of financial crunch obstructing the process of development is removed. To fuel the process of getting donations, they have to assign a transcendental priority to the productive use of funds so that donors and potential donors don't develop a negative attitude. It is also significant that marketing professionals, while channel ising funds, make it strategically sure that the local population get a lion's share of benefits. This is important to motivate the local potential donors.

TECHNOLOGICAL ENVIRONMENT Of late, we live in an age of technology which has been influencing the functional character and potentials of almost all categories of organisations. With the support of sophisticated technology, there is a substantial increase in operational efficiency. Like other organisations, non-profit organisations also ar~ promoting technology to" improve the work culture. Educational institutions are using tS"ci=lnE»egf to improve the quality of educational aid and training facilities. Hospitals and healthcare organisations are activating the process of qualitative transformation with the help of modern sophisticated equipments and instruments for investigation, diagnosis and operation. The political organisations have been successful in making their promotional efforts more sensitive with the help of technology. Police services have a new look with the help of iriformation and communication technology. Thus, non-profit organisations in general, are promoting technology for improving the quality of their service profile. It is right to say that in the present day world, techniculture is making the ways for work culture and, therefore, it is significant that like other organisations, the nonprofit organisations also develop their awareness of the latest developments so that they are able to make their services nationally and internationally competitive. It is in

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this context that-the professionals are required to know about the evolving developments and emerging trends in the technological environment. The professionals, at the very outset, need to enrich their knowledge bank abnu+ the related technology and thereafter to explore avenues as to how and in what way the use of technology can help them in improving the quality of services. They also need to develop their people supposed to operate and maintain the technology to be used. This focuses on the education and training programmes adopted by the concerned organisation. In the Indian scenario, techniculture is yet to gain rapid momentum because we find the non-profit organisations financially insolvent. On the other hand, the organisations like educational institutions, hospitals and health care organisations, police services, political parties, and non-government organisations have started realising the relevance of techniculture, without which they find it difficult to promote work culture. With the development of the concept of liberalisation, government policy makers are very much liberal to the import of supporting technology to be used by the educational institutions and hospitals and healthcare organisations. Regulations have been made more liberal and it is for t,he boardrooms and the professionals to explore avenues so that organisations are made efficacious of using technology. The problem of financial crunch is to be removed by mobilising donors on a priority basis. If the marketing professionals intensify their efforts, potential donors can be transformed into actual donors and the process of soliciting the cooperation of donors would keep on moving if the NPOs ."!lake possible productive use of their funds in the best interest of the population oJ the concerned r~gion in which they are located. The word-of-mouth promotion will be very much active if non-profit organisations are honest and sincere in the development and well-being of the local population. The techniculture will lay a sound foundation for the development of work culture if professionals acquire world class excellence.

PRODUCT LIFE CYCLE OF NON-PROFIT ORGANISATIONS Since we find change a natural phenomenon, the processes of inventions and innovations keep on moving. The preferences, likes and dislikes, priority order are considerably influenced by our life styles which have a telling impact on the hierarchy of the needs and requirements. A study of product life cycle becomes significant to help professionals in activating the elimination and inclusion processes either in respect of manufacturing goods or in the context of generating services. Profit making as well as the non-profit organisations need to study the life cycle o·f their product so that they select an opportune moment for elimination of product/services not getting a positive response and at the same time include innovative products in tune with the changing needs and requirements of customers/users. Non-profit organisations generate a number of services. They offer educational aid, healthcare a'nd medicare facilities, safeguard the social interests, help the victims of war and natural calamities, contribute to the process of formulating policies and

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strategies for the development of society and thus increase their contributions to the process of socio-economic transformation. They bear a challenging task of safeguarding the interests of those segments of society who are neglected and have no opportunity to harness the benefits of economic development. Keeping in view the nature of the services they offer, they are not provided any legitimate right of making profits and therefore they are called non-profit or no-profit making organisations. It is significant that professionals managing non-profit organisations are fully aware of the changing life styles, needs and requirements vis-a-vis feedback of users to the services they offer. They are also supposed to be aware of the latest developments incorporated by the. r.ival organisations to make their service profile nationally and internationally competitive. The professionals of world class believe in the principle of becoming an innovator and therefore they keep their eyes open and enrich their knowledge bank regarding the service mix of leading non-profit organisations. Of late, technology is having a major impact on the nature and types of services offered by the non-profit organisations. It is against this background that we find a fundamental change in the processes of offering educational aid and medicare services. The education and training processes are now found substantially influenced by techniculture. The educational institutions, at almost all the levels, have been found promoting audio-visual exposure facilities to sensitise the users. Large scale use of computers and internet services have changed the nature of services. Theinfrastructural facilities have played an outstanding role in the process of generation. Like this, hospitals and healthcare organisations are also depending upon sophisticated technology for improving the quality of medicare services. All of us are aware of the instrumentality of equipments and instruments in improving the quality of diagnosis, investigation, writing of prescriptions, operation of patients and so on. The organisations promoting modern technology have been successful in establishing an edge over the quality of services offered by the organisations using traditional technology. Political parties are also found promoting technology for informing and sensitising the voters and potential voters. The Red Cross and NGOs are using technology at different levels of offering the services. This has opened up new avenues for minimising the duration of offering new services and against this background there is more frequency in the change of service mix. Increasing importance of informati,on technology is playing a decisive role in the development of knowledge power and the marketing professionals developing their awareness make possible more frequency in the cyclic order of the product life cycle. The four stages found in the product ,life cycle, viz., beginning or introd:'lctory stage when the new services are included in the service mix of an organis_ation; growing stage when the demand for services start getting a positive response; maturity stage when we find the demand at its peak because the marketing professionals have ~sed the promotional measure in a very creative fashion; and, declining stage when we find a fall in demand due to changes in life styles needs and requirements, likes and dislikes, ,even the sophisticated promotional measures prove to beinsensitiv&. It'As

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not possible for an ,organisation to get a positive response in the market if their services continue for a long time and the rival organisations promoting inventions and innovations succeed in developing a new service. The demand for old services will decline. This makes it essential that the marketing professionals of today develop an awareness about the latest developments and make sincere efforts to bid good-bye to the traditional services and include new services so that they get an opportunity to capitalise on. Users prefer to use their services and thus the demand for the services of rival organisations start showing a decline. In the development of an organisation, qualitative transformation is an essential condition. Professionals promoting the same will succeed while the professionals going ahead with traditional services become potentially and financially bankrupt. Professionals of world class keep their minds active, eyes open, identify an opportune moment, keep themselves even ready to launch a product and switch on the process making them efficacious of getting a desired response. Thus, it is essential that they promote research and development activities and link the processes of inventions and innovations with the technology-driven system to make their task easier. The professionals need to be strategically sound and it is possible when they enrich their credentials by developing the knowledge power. Of course, they need to perform everything with the prime motto of serving the society. By doing so, they establish a distinct image and prove to be a market leader. Contrary to this, professionals keeping their eyes closed, delaying the process of innovation and preferring traditional services make their task more complicated because the market share starts witnessing a negative response. Strategic decisions are thus fantastically influenced by knowledge power. A suitable answer is needed to the questions helping in developing new services, identifying an opportune moment and introducing and promoting the service mix in the face of changing environmental conditions.

SEGMENTATION OF DONORS Understanding and identifying the donors is an important functional responsibility which a professional is required to discharge efficiently. It is not essential that in all conditions one finds affluent sections to be the potential donors. When one talks about individuals, the attitudinal and 'situational factors prove to be the dominating factors. Even in the corporate sector, one finds attitudinal factors governing the policy decisions of top management or the boardrooms. There are a number of cases where one finds ordinary persons establishing an edge over the affluents. Thus the task of identifying the potential donors is found difficult and it is in this context that a study of segmentation becomes essential. One can't negate that using the market segmentation concept for non-profit organisations can aim their fund-raising efforts toward those targets most favourable to the particular philanthropy.lo If organisations depend considerably upon the funds collected from the donors, the task of a professional becomes complicated.

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We agree with this view that market segmentation provides a strong base for improving performance through correct application of selected marketing concepts and techniques. The segmentation result helps marketing professionals in coming to the right conclusion because they identify, understand, sense and sensitise the potential donors and succeed in transforming them into actual donors. The regional, national and ethnic considerations playa significant role in the very context. Americans are a very philanthropic people." Contributions are a surprising proportion of the average household's budget. Of late, one finds conceptualisation of marketing know-how even by the non-profit organisations and therefore, it is pertinent that the marketing professionals think about segmentation which would help them while activating the transformation process. The two important segments, viz. contributor segment and beneficiary segment are to be studied and perceived in a right fashion. It is not essential that the "contribution segments" get the benefits and so they may keep on moving the process of giving donations. Unless a marketing professional defines and identifies the sensitive segments, the task of formulation of marketing mix would not be result-oriented. They will be successful in targeting the appeals only when the segment has been identified in a right fashion. Thus, it is essential that the marketing professionals think over the problem of segmentation before they initiate the process of tailoring the marketing resources. Orchestrating the marketing mix is a difficult task requiring world class professional excellence. The basic idea of segmentation is to find groups of people reacting differently to the marketing efforts. It is a process of dividing and subdividing the markets into small groups of identical nature and behaviour. Though we can't negate variation in taste and temperament and nature and behaviour of even two individuals, we find some similarities helping us in the process of identification. Identification of a target segment is a challenging task as this makes it essential that individuals or organisations are potentially sound and the innovative marketing efforts are to be effective. It is pertinent that a professional goes through the hierarchical arrangement of four steps: Awareness, Comprehension, Conviction and Action, with each step coming in sequence. First, A professional must be aware of something before he/she initiates to comprehend it, learn about it and know about it. The conviction step goes a little further by adding a level of evaluation to what he/she knows. Finally, an individual is prepared to take action based upon the informa!ion which is to be evaluated. It is significant that communication efforts of a professional generate awareness, impart knowledge of specific aspects, persuade the person to look upon this favourably and then induce him/her into action. The framework of four steps is mentioned below: Awareness: It is essential that the local population are well aware of the contributions of non-profit organisations serving them. They are to be informed of the positive contribution of non-profit organisations. The professionals bear the responsibility of making the communication processes creative so that the local population feel that

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the non-profit organisations are justified in their existence. The "Fair Share" concept needs to be increased among all groups of people. Donation can considerably be high if the population is convinced with the communications of professionals. Comprehension: It we find the population un-convinced with the positive contributions of non-profit organisations, it will lead to uncertainties. Here, it is significant that professionals reduce such uncertainties by initiating the following measures:

• Efforts should be made to involve a local board of citizens to help dispel doubts about the establishment of donation goal and how member agencies receive their allocation of the contributions. • The uncertainties should be settled about whether the community's problems are dealt with and whether enough support is given to services available to the middle class. • Local population should be convinced that they get the lion's share of the funds spent. • The non-profit organisations need to strengthen the campaign and this makes it essential that more funds are available for agency support. Increasing public knowledge is significant in the very context. This includes: • The non-profit organisations operate efficiently and they don't spend much on promotion. • It is to be emphasised that donations are wisely spent and for that some . specific programmes are to be quoted. • It is also to be emphasised that fund-raising operation is a sincere effort. In addition, such efforts should centre around reinforcing those characteristics which are known already to a majority of the population. The following require reiteration: • The entire-campaign method facilities donating and reducing the overall cost of collection. • The entire community as well as specific individuals benefit from the donations received. • Donations considered to be the life-blood of a majority of the member agencies are deeply appreciated. Conviction: For persuading people to donate:

• The appeals should have human touch. • The methods used for persuasion should not result in pressurising donors. Ac~ion:

Because the process leading from awareness to comprehension to action is found to be a lengthy process, there must be a short-term objective to induce immediate action by focusing on promotion. It is not necessary that persons who

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donated last year keep on moving the process and therefore the professionals bear the I ~sponsibility of identifying the potential donors for the current year. Persons who donated last year will donate again this year if they remain convinced that: • The non-profit organisations for which donation is to be given is a worthwhile body; • Donations remain in the community to help solve the problems of the community, and • A majority of the agencies have been extending their support. The most important task before the professionals is to increase the number of habitual donors. They can do it efficiently and effectively if they develop communicative ability or excellence to convince. On the other hand, it is also pertinent that the concerned organisation has been making the best possible uses of donations. We can't negate that the task of professionals to convince donors, induce potential donors, transform the occasional donors into habitual donors is found much more complicated, if the concerned organisation has not been making productive use of the amount received. In the Indian context, the NGOs have been found misusing funds. They get multidimensional support from national government, national and global bodies, individuals and corporations but we find a very few of them channelising funds for the welfare and prosperity of human beings or the sufferers. The Red Cross Society also has been misusing funds collected in the names of victims of natural calamities.\ With the development of corporate sector, new avenues for getting donations are open but everyone is well aware of the negative results on account of gross misuse of funds. The cause-related marketing has not been successful in protecting social interests. Political parties are also found in the same boat. They collect funds from different sources and misuse them to the extent possible. It is really amazing that in the Indian perspective, a majority of the political parties have coerced corporations and even individuals to give donations .. The educational institutions an~ hospitals have also been misusing donations. The management of donors makes it essential that the non-profit organisations promote productive use of funds. They need to assure the local population that they get lion's share. Besides, they have also to use the services of professionally sound people for managing the organisation.

SENSITISING THE DONORS The management of finance occupies a place of outsfanding significance for the development and prosperity of almost all c,ategories of organisations. Because all of them use expensive inputs to offer quality outputs to meet the expectations of users, it is pertinent that the profit making organisations generate ·and mobilise funds. T~ey have a legitimate right to make profits and therefore they find it'.corwenient to activate the process of qualitative-cum-quantitative transformation.

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The task becomes quite complicated since the Non-profit organisations don't have a legitimate right of making profits. Besides, the government shows them the red signal, speciaUy while extending financial support. Regulatory provisions restrict them while adopting a fee structure helping generation and mobilisation of financial resource. This results in degeneration in its working because they become financially bankrupt and the moment it happens the plans for development and prosperity are adversely affected. It is against this background that we talk about understanding and influencing the donors. No doubt, the professionals need to accept the responsibility of sensitising the donors since this makes them financially sound which may invite soundness in all the concerned areas. Individuals, corporations, global and national bodies are listed in the category of donors. Understanding the attitudes of donors, informing them about management of donations given by them, convincing them regarding the rationale behind generation, establishing a link between donors and donees are some of the critical issues necessitating world class professional excellence. Once the donors feel that these organisations are not making productive use of funds or mismanaging the funds, the task of sensing and sensitising becomes very complicated. If we find the cases of educational institutions, hospitals and health care organisations, political organisations and social welfare organisations; it is painful to comment because in a majority of the cases, mismanagement of fund exists. Donors in general are developing a negative attitude about the unfair uses of donations. The defined principles of causerelated marketing make it necessary that the donors get the details of the multi-dimensional uses of funds by the organisations in general, and the non-profit organisations in particular. Such reporting, if honest and time honoured, will be instrumental in sensitising the donors which will be efficacious in transforming potential donors into the actual and habitual donors. The professionals serving the non-profit organisations need to develop their excellence. They have to make sure that in no case the amount received from the donors is misused. If we find an organisation like Red Cross Society collecting funds in the name of victims of natural calamities and misusing them, the task of transforming the po~ential donors into actual donors becomes difficult. Not only this, the donors develop a negative attitude and the word-of-mouth communication will make donors insensitive to the social problems. The social or societal marketing focuses on productive use of funds by the non-profit organisations which engineers a strong foundation for sensing and sensitising the donors. The marketing professionals should be aware of the response to the multi-faceted marketing efforts. As politicians seek supporting funds from various identified groups, the issue or issues to be incorporated in the appeal varies with this segment being cultivated. Politicians must carefully calculate the nature and degree of response to positions posed particularly while soliciting support fo' their campaigns. In this context, it is also essential that cost-effective reaches substantial numbers of people in each segment. A number of organisations make use of the services of volunteers to obtain

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the advantage of low cost and personal contact. It is also significant that the selected media reach the target segment with the least possible waste in circulation. Based on the analysis, the professionals need to define one or more segments. After defining the target segment, we come to know about the potentials which may be helpful in setting goals. We agree with this' view that market segmentation provides a means of setting realistic goals for the fund raisers which facilitates development of strategy and tactics. The charities, in a majority of the cases, depend upon doorto-door campaigns. Service clubs or other organisations may conduct or cooperate in campaigns. Women's groups or college fraternities may also be recruited to run telethons, bounce-a-thons or dance marathons. But one has to remember that such special events would target specific segments. In this context, we also find intense publicity is essential as this may help potential contributors in understanding the expected benefits. Thus, we can say that market segment will help not only in the formulation of a sound plan but will also integrate fund raising operations within a comprehensive campaign strategy. The above facts make it clear that non-profit organisations need to go through the problem of market segmentation which would help professionals in many ways. They would be in a position to understand the potential donors/contributors and thus, in the face of situational and attitudinal factors, the campaigns may be made resultoriented. The prime responsibility before a professional is to make sure that the fund raised with the cooperation and support of donors is spent for the welfare and prosperity of society. If everything is right with the fund spending operation, such operation would also be activated with the support of word-of-mouth promotion. Conversely, misuse of funds would complicate the task of professionals by hidden promoters. Communication processes playa very significant role in making the campaigns result-oriented. Of late, with the development of sophisticated communication and information technology, the professionals are found in a position to reach the target segment. Management of donors and charities requires creative promotional measures. If you find your organisations instrumental in subserving the interests of society, promotional measures are to be proactive. Emerging trends in the performance of non-profit organisations make it necessary that the professionals assign an overriding priority to the productive use of funds because by and large almost all the non-profit organisations are misusing funds. The donors come to know about the misuse of funds and marketing efforts prove ineffective.

BEHAVIOUR OF BENEFICIARY Beneficiaries are those getting direct benefits from the non-profit organisations. Different types of non-profit organisations offer services of sensitive nature which are significant to all segments of society. Of course, it is not essential that in all the conditions, the donors get the benefits but in view of the services they offer, there are cases where the donors also get the benefits like other users. The main thing in the offering process is to maintain uniformity and offer without any favour. Just, because they are donors, the non-profit organisations, are not supposed to shape

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their expectations from non-profit organisations. The beneficiaries come from different segments of society and here we go through their attitudes and expectations from the organisations. Weaker sections of the society constitute an important segment getting benefits from the non-profit organisations. Even under normal conditions, they are dependant and since they are poor, it is the prime responsibility of non-profit organisations to assign an overriding priority to subserving of their interests. Hospitals and healthcare organisations need to ensure that they meet the expectations of the weaker sections on a priority basis. The victims of natural calamities expect and deserve priority attention of the Red Cross Society and Hospitals. The sufferers develop a high level of expectations. This makes it abundantly clear that situational factors influence attitudinal change. In calamities like earthquake, floods, wars, epidemics the sufferers become the beneficiaries and in such situations there is no difference between the affluents and weaker sections. The expectations of both the segments are the same and even the professionals managing hospitals, health care organisations, red cross, and non-government organisations need an attitudinal change. Here even the affluent segment is the beneficiary. Since the benefits are offered in special conditions, the expectations of beneficiary will naturally be high. The professionals managing non-profit organisations have to realise it as otherwise, the expectations can't be fulfilled. Beneficiaries of occasional situations behave differently. But the habitual beneficiaries don't carry a high level of expectation. The educational institutions bear the responsibility of offering educational aid to all segments of the society. The poorest of the poor expect cost-free services and even a minor gap in the offering process will invite dissatisfaction. The non-government organisations bear the responsibility of offering services preferably to the weaker sections of the society. Since a majority of the non-profit organisations get donations from governmental and non-governmental agencies, people expect that funds generated or mobilised by them are channelised for the welfare and development of the conce'rned segment. It Is but natural that misuse of funds or diversion of funds will invite dissatisfaction. The behaviour of beneficiaries of non-profit organisations considerably depends upon situational forces. A change in attitudes can't be denied when we find a change in the prevailing conditions. Earthquake or flood victims, even from affluent sections, expect help from the non-profit organisations.

MANAGEMENT OF BEHAVIOUR IN THE NON-PROFIT ORGANISATIONS A study of behaviour helps policy decision makers in many ways. Since we go through the marketing of services generated by the non-profit organisations, it is essential that the behavioural problems are studied in depth. The behavioural profile of people serving the non-profit organisations is required to be high so that they find it convenient to sensitise both the users and potential users. This focuses attention on the efforts made to enrich the awareness of people related to behavioural management. On the other hand, preferences, expectations, attitudes and beliefs of users are also to be

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studied to improve the quality of managerial decisions. If people are well aware of the dimensions of behavioural studies, tailoring of marketing resources would be optimal to the changing needs and requirements of users. The service generated by non-profit organisations are important to improve the quality of people. We can:t negate the positive contributions of educational institutions, healthcare organisations and hospitals in enriching the faculties of people. As a professional, one should bear the responsibility of making the organisations potentially sound to meet the expectations of users. Significant developments in the field of transportation and communication and increasing instrumentality of technology in generating the services have shaped high levels of expectations. Failure to identify the emerging trends will delay the process of tailoring the marketing resources thus making the task of satisfying the users quite complicated. So an in-depth study of management of behaviour becomes essential. The marketing professionals, while studying behaviour need to identify the trends. If they find users developing a high level of expectations and the services are not commensurate with the same, the professionals find it difficult to satisfy even if the promotional measures are innovative. The users of the services of educational institutions have developed high levels of expectations. They expect world-class services which their counterparts get. Since we find sophistication in transportation and communication, the process of transmission is very fast. This makes it necessary that educational institutions are well aware of the latest developments taking place the world over and the professionals, while formulating marketing mix, incorporate the required core and peripheral services. The process of modification and innovation is not to be delayed. Of late, there are a number of developments in the field of medical sciences. Leading hospitals and healthcare organisations have been innovating their service mix. They expect world-class services because the sensitivity rate of quality is establishing an edge over the fee-sensitivity. Such an attitudinal change is present among a large number of users and potential users. The professionals, serving government or private hospitals, need to develop an awareness regarding the latest developments and make best efforts to incorporate the same while formulating the marketing mix. This helps in increasing the number of satisfied group of users. Patients and attendants getting quality services start promoting your organisation if you continue the process of studying the levels of expectations and fulfil them efficiently. NGOs receive financial support from different domestic and global bodies. In addition, the government also extends to them such support. This naturally increases the expectations of masses from NGOs. The Red Cross Society is pledged to protect social interests in an emergency. People serving social welfare organisations bear the responsibility of satisfying the masses. They need sympathy and empathy to satisfy the sufferers. Bahavioural studies help in developing people in tune with the changing conditions. Increasing the behavioural profile of people becomes significant to raise the contributions of social bodies to the process of channelising social welfare.

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Understanding the levels of expectations and developing marketing resources accordingly depend upon the excellence of professionals. Of late, we find sophistication in transportation and communication which has increased the speed of transmission. At one point, some development takes place and in a few seconds or minutes messages reach the destination which help shaping the levels of expectations. It is against this background that we find masses developing a high level of expectations from the non-profit organisations. They witness that their counterparts at other places avail of quality educational aid and medicare facilities and they expect the same from their organisations. The professionals who are unaware of the level of expectations fail, whereas those who know the trend succeed. A professional also need to identify the emerging trends in attitudes. A few decades back, the people were not so sensitive to educational aid. It was virtually a question of financial strength of the potential users. Only a few affluent were interested in getting expensive educational aid. Their parents were not so much interested in spending huge money if they can't afford. Education of children was not found at the top of their agenda. Of late, however, the scenario has changed. Parents consider education of children a productive investment. They are interested in investing on the education of their children and therefore even the amount they can't afford is managed either by taking loan or by selling their property. An attitudinal change thus brings investment on the children's education at the top of their priority list. In the face of emerging trends, the educational institutions have been marketing their quality services even of expensive nature. The parents now believe in quality. This makes it imperative that educational institutions offer to the potential users worldclass educational aid for which the parents can pay the fee structure they charge. By and large we find the medicare services in the same boat. We find a number of cases where patients and their attendants spend large amounts for speedy recovery. The outdoors of government hospitals have a deserted look even if the patients get cost free services there because the patients feel that the treatment they get there is very poor. On the other hand, we find private hospitals and clinics attracting people because they get there quality medicare facilities. So government or private hospitals should develop an awareness regarding the attitudinal change and improve upon the quality of their services. An in-depth study of behaviour thus helps non-profit organisations in studying and understanding the preferences and expectations of users which simplify their task of formulating a sound service mix.

MARKETING INFORMATION SYSTEM FOR NON-PROFIT ORGANISATIONS Making quality decisions for the non-profit organisations is a difficult task. Almost all the services of non-profit organisations are of essential nature without which the normal living conditions become unfriendly. Marketing professionals, while managing and marketing their services, need excellence so that a mismatch between the expectations and offering is removed. Of late, there is a significant increase in the levels of expectations

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of users of non-profit organisations since they get minute-to-minute information about elimination and innovation practised by any organisation at any place of the globe. If an organisation has a developed information system, the professionals will be able to orchestrate their marketing mixes in tune with the changing requirements. The educational institutions, hospitals and healthcare organisations, political parties, social welfare organisations, and police services are witnessing multi-dimensional changes and making decisions without identifying the emerging trends can't be proactive. All of are well aware of the impact of technology on offering educational aid and imparting training facilities. The increasing domination of technology makes it essential that the marketing professionals take the support of the information system and improve the quality of services. Similarly, hospitals, social welfare organisations and others are also realising the instrumentality of information in making decisions. The Red Cross Society serving victims of natur31 Galamities finds it convenient to formulate a strategy with the help of the information system. Similarly, with the help and cooperation of the information system, the police services or serices of trade unions also can be made action-oriented. These facts make it clear that the marketing professionals of the non-profit organisations need to strengthen the information system to help them in many ways. They will be in a position to study the levels of expectations of users and thus tailor different mixes of marketing making it more optimal to the changing requirements. Feedback on service profile can be obtained and through the process of elimination and inclusion it can be made result-oriented. Monitoring and evaluation will help professionals in formulating an ideal plan. The constitution of a team of like minded people will also be possible to make the process of implementation cost-effective. In view of the outstanding benefits the professionals get from the information system, it is pertinent that a technology-driven system is promoted with the help and cooperation of computer professionals. They need to recruit dedicated and ethically sound researchers and research scientists to collect and collate facts and figures both from internal and external sources. Information related to target users can help in assessing the requirements. The qualitative or quantitative improvements in the organisational potentials is possible if the professionals assign due weightage to the reports of system analysts. In the development process of an organisation, the formulation of a sound policy occupies pride of place. The top management of non-profit organisations bear the responsibility of formulating and innovating policy decisions commensurate with the evolving changes in the social systems, cultural values and international relations. The non-profit organisations need to link their motives with the changing potentials and preferences of users. If it is found that the process of economic transformation in moving forward and the public getting a lion's share of benefits of development, the potentials increase and consequently the preferences, likes and dislikes change. This necessitates an analogous change in the service and other mixes.

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Policy makers find it easier to formulate and innovate policy decisions with the help of a sound marketing information system since the latest reporting of the emerging trends is possible. We agree with this view that process of inventions and innovations I keep on moving because human brains never rest. The innovators devise and conceptualise and then the copiers and followers inject life and strength. Transmission from one part to another part helps injecting continuity to the development system. Marketing information system is helpful to the policy makers of non-profit organisations in, the formulation of a policy promoting social-orientation. They don't have a legitimate right to make profits but they have a responsibility of contributing to the social costs. The users and potential users believe in quality because they prefer educational aid to help budding generations in enriching their credentials and treating tremendous opportunities to capitalise on. They don't like a system charging them nothing but offering them pessimism, instead they are crazy to a system charging suitably and offering them excellence. A majority of the population of educated segment develop a temptation to education to be expensive. This necessitates a fundamental change in the policy decision making strategies and here marketing information system simplifies the task. Of late, we find significant developments in the field of medical sciences and the system of offering quality medical aid is becoming expensive and unaffordable. However, we find people interested in quality. Such an attitudinal change necessitates non-profit organisations to be strategically sound. The depleted conditions of a majority of the government hospitals makes it necessary that professionals managing hospitals and healthcare organisations assign an overriding priority to quality. By rationalising the fee structure, health system will become sound where they would also have increased efficacy of bearing social costs. Modern healthcare devices have established an edge over the t'raditional; so it is pertinent that the information system promotes research. If one is thinking of making the system cost-effective in the best interest of the masses then the information system can make the task easier. This is an age of information, and the non-profit organisations can be successful in transforming the information power into knowledge power, which can benefit them in many ways. The NPOs would be potentially sound, professionally world class, financially solvent and the cycle of development will keep on moving, serving and subserving social interests on the defined principles of social marketing. It is against this background that the technology-driven information system requires an intensive care.

FORMULATING >

MARKETIN~

MIX FOR NON-PROFIT ORGANISATIONS

You bear the responsibility of satisfying the users; you have the challenging task of making the organisations potentially sound. In addition, you are also supposed to manage donors so that the process of getting donations keeps moving without interruption. It is quite natural that in the due course, the users and potential users develop a high level of expectations and you bear the accountability of fulfilling them satisfactorily. You don't have a legitimate right to make profits but you have to bear the social costs. Therefore, it is essential that you show world class professional excellence while formulating the marketing mix for the non-profit organisations.

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It is in this context that we go through the formulation of a sound marketing mix. rn the process of manufacturing goods, the quality of inputs determines the quality of outputs and even in the non-profit organisations, this principle is to be effective. The educational institutions would not be successful in improving the quality of educational aid" if they have poor quality of inputs such as substandard library, traditional lab, non-optimal infrastructural facilities and substandard faculty. Hospitals and healthcare organisations can't improve the quality of medical aid, if they don't have modern equipments, instruments, know-how and a dedicated team of medical people working with a conviction. The political parties will find it difficult to make any significant contribution to the process of socio-economic transformation, if they are infrastructurally poor. These facts make it clear, that like any other organisation, the non-profit organisations also need to develop a sound marketing mix in which the synchronisation process is managed and monitored by the professionally sound marketers. It is against this background that we go through the problem of formulating a sound marketing mix. An optimal aggregation of different submixes of marketing makes it necess~ry that the professionals bearing the responsibility of managing non-profit organisations are well aware of the fact that they are to be regulated by the defined principles of social or societal marketing. As and when they apprehend a change in the social requirements, an analogous change in the potentials of the concerned organisation is to be practised on a priority basis. Synchronising service-mix, promotion mix, fee mix, place mix, process mix, people mix and personality mix in tune with the changing needs and requirements is an important functional responsibility of professionals for which they need world class excellence. 1. Service Mix For Non-Profit Organisations: You should be fully aware of the fact that the business environment of today is competitive and volatile. Of late we find a majority of the organisations, particularly in the developed countries, very much instrumental in defining and redefining the perception of quality which focuses on both the core and the peripheral services. Because they find rival organisations offering core services of identical nature, the peripheral services prove to be a sharp-edged motivational tool helping you in excelling competition. If you offer quality educational aid, healthcare and medicare services, the users get nothing new since the competitive organisations also offer the same. Service mix of identical nature can't be efficacious of increasing the number of satisfied group of users. Your professionalism is coiled in the essence of increasing the number of, users and this requires innovative peripheral services adding additional attractions to your service mix which the rival organisations don't offer. This, simplifies your task of mobilising the donors because word-of-mouth promotion transforms the occasional donors into habitual donors. ' The peripheral services help in promoting your organisation and you and your organisation contribute significantly to the process of social transformation. The educational institutions bear the responsibility of offering quality educational aid. The rich infrastructural

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facilities made available by the educational institutions, the extra curricular activities for developing their credentials, the recreational and sports facilities for an all-around development of their personality are considered as peripheral services transforming potential users of the services into the habitual users vis-a-vis a promoter. The hospitals and healthcare organisations are responsible for offering quality medicare facilities and if they desire to add additional attractions to their service mix, the nutritional awareness, sensitivity to immunisation culture, generation of sanitation facilities, and development of healthy food habits become significant. Accommodation for attendants, pay-phone services, water and power help enhancing the service mix. We expect from police services safety and security and the additional attractions would be possible when they start improving the social order. Thus it is clear that the professionals managing non-profit organisations need to improve the quality of peripheral services. By innovating the service mix, the professionals will find it convenient to improve the quality of services. Since we find sophisticated technology presently used in the process of generating the services, it is pertinent that marketing professionals keep on moving the process of innovation. 2. Promotion Mix For Non-Profit Organisations: If non-profit organisations are sincere and honest to the formulation of a sound service mix, the promotional measures can be made more sensitive. Of late, technology is dominating the promotional measures. Leading organisations prefer to use the services of world-class professionals for promoting the business. Because of financial crunch, promotional decisions need more care so that the cases of unproductive promotion are regulated. You can't make the fee structure proportionate to the cost, specially when the users come from weaker sections. Increasing insensivitity among the different segments of society makes it necessary that the promotional measures have creativity to sensitise the public. The proportion of print, or broadcast or telecast media will depend on the financial health of the concerned organisation. The promotional plans make it essential that the professionals managing the non-profit organisations also focus on making society sensitive to health problems. It is amazing that even the educated segment of the Indian society is unaware of civic sense, sanitation value, aesthetic sense, healthy food habits, importance of potable water, immunisation which become active in increasing the intensity of insensitivity. The professionals need to adopt innqvative promotional measures to sensitise and persuade but not to misguide and miscommunicate. Political organisations need to motivate the voters. The professionals serving political parties are required to develop an awareness in the masses regarding the positive contributions of their party since this helps them transforming the potential voters into actual voters. If they belong to the ruling party(s), the development-cum-welfare oriented decisions of the government are to be made public. The creative promotional measures help them in the process. A mix of media is to be prepared which is not only to be effective but even cost-effective. The Red Cross bears the responsibility of protecting the interests of victims of war and natural calamities. They even perform the assigned reasonability but in absence

BASICS OF MARKETING NON-PROFIT ORGANISATIONS

of creative promotional measures their task of mobilising and convincing donors becomes difficult. The NGOs also are responsible to channelise the welfare facilities and unless they justify it, it will be difficult for them to request for repeated donations. The services of Non-government Organisations (NGOs) are of a sensitive nature and creative promotional measures will enable them in developing awareness of the masses regarding the contributions they make in the development processes. Marketing professionals can make use of the media in the face of changing potentials of target audience. 3. Fee Structure For Non-Profit Organisations: No doubt, the non-profit organisations don't have a legitimate right of making profits but it is not meant that they are not sincere to the development and prosperity of the organisation. Of late, there is a change in the nature and character of service mix, considerably influenced by technology and adequate infrastructural support. Thus the cost of generation is increasing. If non-profit organisations don't think about the policy and strategic decisions related to fee structure, the process of development can't be switched on. All of them are supposed to generate quality services but none of them are given a free hand while mobilising funds. This makes non-profit organisations potentially bankrupt because the management of inputs is poor which will lead 'to a vicious circle. Hence, nonprofit organisations need to think over fee decisions. Educational institutions need to promote an affordable fee structure. Hospitals and healthcare organisations have a responsibility of offering medicare services at the lowest possible fee structure. Red Cross is supposed to channelise welfare facilities to the victims of wars and natural calamities. The NGOs are accountable to serve the society. All of them need finance either by mobilising donations or by adopting a rational fee structure which allows them to finance development schemes. Marketing professionals need to make the process of service-generation cost-effective. Because government is not responding favourably to increasing financial requirements of nonprofit organisations, it is significant that the marketing professional motivate donors, make productive use of the funds and seek fresh avenues for subserving social interests. There is no justification for regulating the resource mobilisation process. -If we make a strong advocacy in favour of qualitative improvements, the problern of paucity of fund is to be removed on a priority basis because failing which the multi-faceted constraints would make the process complicated. A rational fee structure, striking a balance between social and organisational considerations, appears to be a more effective prescription. There is no wisdom in keeping an organisation in a depleted condition, more so when the public suffer considerably on that account. It is high time that educational institutions and hospitals and healthcare organisations offer worldclass services so that the process of socio-economic transformation moves in the right direction. The professionals should not forget that they also bear the responsibility of informing, sensing and sensitising the donors and potential donors that would make

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an invasion on the problem of financial crunch. If donors learn about the positive contributions of non-profit organisations to the process of socio-economic emancipation, there will be an attitudinal change paving the way for mobilisation of finance. 4. Place Mix For Non-Profit Organisations: The location point for sensitive organisations like educational institutions, hospitals and healthcare and political organisation, Red Cross, NGOs, Police Administration are of outstanding significance. Accessibility is an important consideration which requires all-weather proof roads, and round-theclock transportation facilities. Besides, the professionals also require to make sure that all the supporting infrastructural facilities are made available to the non-profit organisations on a priority basis. It is only natural that the non-profit organisations will not be in a position to develop the same; therefore, while selecting location points, it is to be made doubly sure that infrastructural constraints would not obstruct the process of development. Keeping in view the existent system in the society, marketing professionals managing non-profit organisations also need to think about the safety and security provisions, communication services, water, shopping complexes to add more comforts and conveniences. Location points for the educational institutions and hospitals and healthcare organisations should preferably be outskirts of the town so that space constraint does not obstruct the process of expansion and development. The modern concept of educational institutions and hospitals is found a bit different to the traditional concept. They, of late, need priority attention on landscape, development of gardening and plantation, entertainment and recreation facilities so that the users find the environment conducive. If we talk about the location points for hospitals, it should be ensured that they have adequate space to manage hospital waste and accommodate attendants, in addition to the shopping yards and other supporting infrastructural facilities. Political parties' also need to have direct contact with the people for which they need a place having transportation and communication services without interruption. Same is the case with police administration where infrastructural facilities simplify their task. The Red Cross is supposed to serve the victims of war and natural calamities and therefore while locating its offices, availability of supporting infrastructural facilities is to be given due weightage. The motive while selecting a place is safety, security, accessibility and availability of infrastructural facilities. 5. Processing Of Services by Non-Profit Organisations: Like profit-making organisations, the non-profit organisations also make some promises to the users related to the quality, availability and time management. A number of people are involved in ~he process of offering the services. The marketing professionals need to ensure that the promised services reach the ultimate users without making any delay and distortion. If there is a gap between the services-promised and services offered, there will be a significant increase in the number of dissatisfied group of users which would create image problem. Therefore processing requires due attention of the professionals on

BASICS OF MARKETING NON-PROFIT ORGANISA nONS

39

the quality of people engaged at different stages of offering the services which play a significant role in creating or bridging the gap. The behavioural profile of people directly communicating to the users requires an intensive care because we find cases where due mainly to indecent behaviour of the front-line-staff and receptionists, the professionals have failed in making available to the users the assured quality of services. The educational institutions; hospitals and healthcare organisations need to ensure that the team of people serving there are of quality. They should be well aware of the behavioural management. They should know about sympathy and empathy. They should be punctual and good communicators. The doctors, nurses or other staff serving hospitals should not forget that personaltouch, human-touch, sympathy and empathy will simplify their task of minimising the recovery period. The educational institutions need to remember that faculty, library and lab, recreation centres, common rooms are the sensitive areas where decent people are to be placed. 6. Physical Attractions For Non-Profit Organisations: The people serving the nonprofit organisatio!1s need a classic look magnifying the image and potential of the organisation they serve. We talk about management of uniforms, dresses, make ups of the concerned employees keeping in view their contact with the users, visitors and others. Aesthetic sense adds additional attractions to the personality. Because you serve educational institutions where budding generations are nurtured educated and developed; you serve hospitals and healthcare organisations where medicare services are offered; you serve political parties where sensitive social problems are resolved; you serve Red Cross where war victims and sufferers of natural calamities get relief and you serve safety and security measures without which nothing can move, it is pertinent that your dresses, uniform convey the image of yours and that of your organisation. It is against this background that we need to assign due weightage to this mix of marketing adding additional attractions to the image of an organisation. Doctors and nurses, sweepers and skilled staff serving in hospitals don't face the problem of identification when they make use of uniforms and dresses as per their service code. The people serving the Red Cross find it convenient to get multi-cornered support if they wear the dresses having a distinct look. Police personnel would find it difficult to throw a major imprint on the masses if they don't use the dresses as per the service code. These facts make it clear that the professionals also need to think about the physical attractions of the employees serving the non-profit organisations. 7. People Serving The Non-Profit Organisations: The professional excellence of managers managing non-profit organisFttions is substantially influenced by their contributions to the process of managing people. "Ve find strong logic behind the fact that in bu~iness, we must study human management and if there is spare time, business management may also be studied. 13 Marketing professionals while mana~ing people have to think about quality because it is considered to be the essence of management of all types of mixes. If you chase quality, quantity will chase you. Since we, particularly in the Indian setting, talk about qualitative-cum-quantitative transformation, the marketing

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MARKETING NON-PROFIT ORGANISATIONS

professionals need to ensure that the people placed at the different critical points have all the traits they need to transform the inputs into outputs and further have also to ensure that they are well aware of behavioural management. In tune with the defined principles of New People Management and in line with the accepted norms of social or societal marketing, the marketing professionals are supposed to perform a number of functional responsibilities which would help increasing the rate of operational efficiency. In the group of non-profit organisations, we list organisations of sensitive nature offering essential services without which the normal living conditions of each one of us are considerably affected. Of course, the infrastructural and technical supports are found significant to process the generation of services but of all the resources they need to perform decently and efficiently, we find human resources, of outstanding significance. In this context we talk about management of people on a priority basis. The people to be engaged and retained are required to be professionally sound. It is essential that they have an in depth knowledge of the related subjects. Since we find a number of developments taking place every day, it is important that marketing professionals organise refresher and capsule courses to develop awareness and sensitivity of people serving the organisations. Because, techniculture is an essential condition for work culture, the professionals need to bring a structural change in the training programme. They need personal commitment since a sense of conviction is not possible unless we find a sense of commitment. In addition, they also need ethics and values specially when we talk about the services of Red Cross, Political Organisation, Educational Institutions, Hospitals, Police Department and Trade Unions. In the Indian context, the infrastructural and financial constraints are complicating the task of professionals managing the non-profit organisations. Hence, it is essential that people get priority attention. Since they also need to learn the art of managing the unmanageable, they must have potentials to work even if the working conditions are not conducive and favourable; they need to satisfy the users developing a high level of expectations; they need to study the users having a rural background and a high level of illiteracy and insensitivity; a team of top-performers is required to be developed. The non-profit organisations in general have been facing the problem of low rate of efficiency which makes a strong advocacy in favour of work culture and only dedicated and committed people can make it possible. A structural change in the people development programme is the need of the hour which would make an assault on a number of allied problems that the professionals realise to be a major bottleneck for the low rate of productivity.

TARGETING THE USERS OF NON-PROFIT ORGANISATIONS Proficiency in managing things develops excellence. The task of formulating a sound strategy will be easier, if strategically sound, professionals are engaged. You are responsible for identifying the users and potential users of your services. You should not forget that potential users of today become the actual users of tomorrow

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41

and, conversely, we also find transformation of actual users into non-users. There is no wisdom in moving here and there without any destination and goal. Your target, if right, makes your efforts proactive. Contrarily, if you fail in identifying the target, or commit a mistake in identifying the same, or delay the process of identification, your efforts to increase the market share become ineffective. Hence, a study of target becomes essential. Targeting the users is a strategic decision often confusing the professionals in making and innovating the marketing decisions. Being a non-profit organisation, you bear the responsibility of satisfying the users and this is not to be possible unless you know about your destination. Educational institutions need to know about the segment of potential users. We find different categories of educational institutions offering different types of services. It is quite natural that all the services are not needed by all the users. It is also not essential that a sensitive segment of today would remain sensitive for all the time and conditions. Hence, you have to identify the right target and develop marketing resources accordingly so that transformation process is result-oriented. You are also aware that orchestrating of marketing resources requires world class professional excellenc~. If you find that your users and potential users belong to a particular segment, you start studying their likes and dislikes. You come to know about their preferences and expectations and innovate promotional measures accordingly. This helps you making your strategies proactive. Being a professional you need prudence which means that you are very much conscious of your unproductive or ineffective efforts. You make an anatomy of your strategic decisions and if the results are not as per your expectations, a change in the strategic decisions becomes inevitable. Of late, we find multi-dimensional changes in the medical sciences. The users of healthcare and hospital services have become more conscious. An attitudinal change has opened new vistas of developments because we find non-users of yesterday becoming potential users of today and they may even become actual users when you intensify your marketing efforts. This makes it essential that you define the target first and thereafter think about the strategic decisions. Aggressive marketing strategy would of course be helpful in making available to you the desired results provided you have honestly discharged your responsibility of identifying the target. You as a professional of a political party have to understand that of late the voters want something different. This is to help you while practising the persuasive measures. You find voters of yesterday becoming non-voters today. This needs a change on your part as you find a change in the target. Aggression can't be result-oriented, if we find something wrong with identification of destination. The concept of targeting is based on identification. Since we find marketing professionals developing awareness regarding the users, potential users and non-users in different conditions, they are efficacious of identifying the target. This makes them strategically sound because they are proactive in making the marketing efforts. Earlier, the users of educational services were not so conscious. The parents did not consider it an investment rather, they trected it as an expenditure. Today, there

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is a changed scenario. The parents as well as the students are very sensitive to quality. They assess the performance of educational institutions and 'prefer to enrol themselves in the institutions making available or promising them world class educational aid. During earlier decades, a number of qualitative improvements have taken place in the system of education and sophisticated communication plus information technology have been successful in sensitising them. Thus, they have an increased levels of expectations. The marketing professionals serving the educational institutions are responsible to identify the responsive or sensitive targets and practise aggressive marketing strategies to transform them into actual and habitual users. By and large, we find the same trend in the medicare services as the users and potential users now prefer to use quality medical aid even if the services are expensive. Everyday private clinics are overcrowded while a majority of government hospitals present a deserted look. Same is the case of voters of today who change their options. A change in the segment of voters, potential voters and non-voters can't be negated. If the marketing professionals target them suitably, the responses are to be positive. These facts make it clear that targeting the users of non-profit organisations is essential to make the marketing efforts ~ffective. A change in the service profile or a modification paves the way for a change in the segment. If the services are of traditional nature, the target is different but if the services are of world class and qualitywise superior, a change in the target is but natural. As a professional, one needs to think about the promotional measures. Your promotional messages can't be sensitive and effective, if you undermine the incoming changes. Your targeted users may be insensitive, maybe partially sensitive or may be sensitive. The creativity in the promotional measures will be considerably influenced by the target you need to inform and sense. The same message, campaign, slogan may be ineffective in one segment but highly receptive and effective in other segments. While innovating the promotional measures, the professionals need an indepth knowledge of the targeted segment as otherwise the promotional budget would increase but the responses would not be as per their expectations. Strategies, ways, devices, efforts and facts depend upon the nature and behaviour of targeted segment(s). Pofessionalism makes it necessary that the target to be attacked is identified, studied and strategies are formulated in the face of available results. Since we find non-profit organisations facing a challenging task of removing the financial inadequacy and improving the professional excellence, it is pertinent that the emerging trends are identified and strategic decisions are made in tune with the evolving developments.

FORMULATION OF MARKETING STRATEGY IN NON-PROFIT ORGANISATIONS Strategically-sound professionals get an easy walk over. [3ecause all the services included in the non-profit sector are found of sensitive nature, marketing professionals need to show world class excellence so that they succeed in accomplishing the organisational objectives. If users are satisfied with the quality, the non-profit organisations

BASICS OF MARKETING NON-PROFIT ORGANISATIONS

43

get an opportunity to mobilise funds either by serving the affluent segments or by persuading the donors. Improving the quality of service mix, enriching the behavioural profile of people, innovating the promotional measures by injecting creativity, rationalising the fee structure and making it an effective motivational tool are just a few of the strategic decisions helping marketing professionals in increasing the number of satisfied group of users. One should not forget that non-profit organisations, particularly in the Indian setting present a very gloomy picture. Majority of the educational institutions and hospitals and healthcare organisations are in the red. They are professionally deficient and financially insolvent. The NGOs in general have been facing an image problem. The Red Cross has also been blamed of misusing the funds collected in the names of war victims and sufferers of natlH'al calamities. The police administration is accused of not discharging their functional responsibilities efficiently and honestly. Political parties are found misusing the donated funds. The Trade Union.s are found exploiting the employees. These negative developments make it essential that professionals formulate a sound strategy for the dev~lopment of non-profit organisations. This focuses our attention on the strategic decisions helping the formulation of a sound marketing mix. A marketing mix can be developed to make sure that the appropriate appeals are selectively targeted. At the very outset, we go through the service/product mix. The professionals need to design an ideal plan for the development of a sound service mix. The core as well as the peripheral services need due weightage in the service profile of non-profit organisations. The educational institutions in general need to study the emerging trends. The impact of technology in the process of offering educational aid and imparting training facilities is to be studied. In the days and years to come, the educational institutions would require sophisticated technology, will establish an edge over the. institutions. Considerably depending on traditional technology and manual services. The government is not in a position to extend adequate financial support to them and therefore the mobilisation of individual and institutional donors remains to be an effective prescription for removing the problem of financial crunch. The professionals are required to strengthen research and development activities so that innovative services are included in the service mix on a priority basis. l'fle hospitals and healthcare organisations also need to maximise the impact of technology and for that they need to increase their dependence on donors. Thus the strategic decisions for the service mix make it essential that core services are improved and the peripheral services are made innovative to add additional attractions. The formulation of a sound strategy for promotion is also an important functional responsibility of marketing professionals and for that they need to develop a sound mix of the different constituents of promotion. The advertising and publicity measures should be made proactive. It is not only significant that the promotion budget is increased. It is equally important that the professionals based on their excellence develop an awareness of the different constituents of promotion and make use of them rationally so that the users and potential users are sensitised in the right directions. They need

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to study the rate of sensitivity existent among the target users and plan their promotional measures to make it effective. Media Planning is an important functional responsibility of marketing professionals, useful in making the promotion budget optimal. The non-profit organisations 16 generate services of sensitive nature without which the living conditions of masses would become difficult. The rights of getting educational aid and medicare services need due attention of policy/decision makers. This draws attention on the fee-structure adopted by the educational institutions and hospitals and healthcare centres 17 In the Indian perspective, we find a majority of the population poor and consequently not in a position to afford even cost-based services of nonprofit organisations. Therefore the NPOs should make creative efforts to mobilise donors as the government also is not in a position to extend adequate financial support. The professionals require excellent skills to persuade donors and potential donors of different segments. They should have a high communicative ability so that the don0rs and potential donors come to know about the contributions of non-profit organisation: to the process of social transformation. Once they are convinced, the mobilisation will become easier. The marketing professionals serving the non-profit organisations need to channelise their services in such a way that the promised quality of services reach the ultimate users without making any distortion. Therefore, people serving the non-profit organisations in different capacities at different stages should show personal-touch-in-service. The behavioural profile of people needs to be improved to bridge the gap between servicespromised and services-offered. With the increasing pressure of demography, it is necessary that the non-profit organisations increase their potentials. The demand position requires due attention of professionals to improve the supply position. They, of course, will find it difficult since a majority of them are found financially bankrupt; but in the Indian context, the professionals also need to develop the skill of managing the unmanageable. Both the national and international bodies are to be approached to enrich the potentials of non-profit organisations. The know-how, technological support, financial assistance and infrastructural facilities need due care. Formulation of a sound marketing strategy is a difficult task requiring a weI/developed marketing information system. The emerging trends on the demand-side are to be studied and development plans for non-profit organisations are to be formulated in the face of potentials they have or they plan to develop. The supply-side of almost all the organisations is non-optimal which necessitates multi-faceted efforts. It is not only significant that we increase the number of educational institutions and hospitals. It is equally important that we make them potentially sound. The NGos are in a very good number but if we start making an anatomy of their contributions, the results are very much disappointing since only a very few of them have been serving the purposes for which they have been established. Th9 churches 18 and performing arts q' JUps 19 in the category of NPOs also need to practise marketing, so, it is right to th under the non-business sector have also to develop their awareness of the different stages of the life cycle of their services so that elimination and inclusion processes are activated on time. Segmentation of Donors: Individuals and corporations are the different segments of donors and the application of marketing principles would help mobilising the donors and improving the financial health of non-profit organisations. Sensitising the Donors: The marketing professionals bear the responsibility of sensitising the donors and they can do it as they understand their expectations and attitudes. Behaviour of Beneficiary: Almost all segments of the society get the benefits from the nonprofit organisations because they also serve in abnormal conditions. Management of Behaviour in NPOs: The marketing professionals understand the attitudes of users and potential users and orchestrate marketing resources in tune with their expectations and therefore they succeed in satisfying them. Marketing Information system for NPOs: They need to develop a technology-driven information system to enrich their knowledge bank. Formulation of Marketing Mix: The task of formulating a sound marketing mix is effectively done by the marketing professionals. Monitoring and Reviewing the Marketing Programme: The professionals also need to monitor and review the marketing strategies.

REFERENCES L

Kotler, P,

I

Marketing Management, pp. 28-29.

2. Ibid.,

p.28.

3. Bellur and Berkman

Readings in Marketing Management, pp. 375-

76. 4. Bellur and G. Rieckson

An Empirical Study of Attitude toward the United Way: results and Implications, pp. 377-

86

5. Jha, S.M.

Political Marketing, Chapter of Services Marketing, New Edition, 2002. pp. 526-594.

6. Jha, S.M.

Social Marketing.

7 .Bellur and Berkman,

Op. cit.

8. Jha S.M.

Social Marketing.

9. Jha, S.M,

Education Marketing. Chapter of Services Marketing.

10. Scott M. Smith & L.L. Beik

pp. 375-76.

Marketing Segmentation for Fund Raisers, pp.

387-93. 11. Ibid. 12. Bellur and Berkman

Op. cit. p. 384.

13. The Times of India

The Family Man Supplement - A Times group Presentation

'

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49

14. Shapiro, B.P.

Marketing for Non-profit Organisations, Har'.' ·,ro Business Review, 51, (September). pp. 123-32.

15. Jha, S.M.

Marketing Red Cross Chapter of Social Marketing, New edition, 2002.

16. Kotler Philip

Marketing for Educational Institutions; Englewood Cliffs, N.J. Prentice Hall, 1985.

17. Ibid,

Marketing for Healthcare Organisations; Englewood Cliffs, N.J. Prentice Hall, 1987.

18. Barna George

Marketing for Church; Colorado Springs, Colo: Navpress 1988.

1 9. Morrison Broadley G: and Julie Gordon Dalgleish

Waiting in the Wings: a larger audience for the Arts and How to develop it (NY), AGA Books, 1987.

DISCUSSION QUESTIONS

I

1. Focus on the changing role of marketing professionals in managing the marketing activities of non-profit sector. 2. What do you mean by the Non-profit Organisations? Focus on marketing practices to be promoted by non-profit sector? Explain the rationale behind practising marketing in the nonprofit organisations. 3. Discuss the concept of social marketing and its relevance to the non-profit sector. 4. "The non-profit organisations need to work with a new vision, mission and goal helping them in satisfying the users/beneficiaries." In the light of this statement, throw light on the marketing objectives for NPOs. 5. "Social, economic, political, technical and legal environmental conditions considerably influence the policy and strategic decisions of NPOs." Comment on this statement: 6. "You need to segment the market to understand the levels of expectations of users, beneficiaries and donors." Discuss this statement and explain the significance of behavioural studies for this purpose. 7. "Being a marketing professional, you also bear the responsibility of sensitising the donors to improve the financial health of your organisation." In the light of this statement explain the efforts you would take to influence them. 8. "The decisions of marketing professionals are considerably influenced by tl,e instrumentality of marketing Information System and this necessitates development of a technology-driven information system for the non-profit organisations. Discuss this statement. U

9. "Your professional excellence as a marketer would help you while orchestrating the different mixes of marketing and by formulating a sound marketing mix you would be successful in accomplishing the organisational objectives." Explain this statement.

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10. "Tailoring of marketing resources in tune with the changing levels of expectations is an important functional responsibility of marketing professionals." In the face of this statement focus on the different submixes of marketing with the view point of managing the non-profit organisations. 11. "You need to monitor and control the efforts you have taken to improve the quality of services of your organisation because this helps you knowing the results. identifying the lapses and shortcomings and restructuring the planning processes." As a marketing professional how and in what way you would monitor and control the steps taken in this direction? Justify your arguments.

000

MANAGEMENT OF NON-PROFIT ORGANISATIONS CHAPTER OBJECTIVES • Introduction • Management of Educational Institutions • Management of Hospitals and Healthcare Organisations • Management of Political Parties • Management of NGOs • Management of Red Cross • Management of Police Services Management of Trade Unions • Summary • References • Discussion Questions.

LEARNING OBJECTIVES

, I

L

The purpose of this chapter is to sensitise the readers to the management of Nonprofit Organisations. Managing nonprofit organisations is found to be a difficult task requiring world class professional excellence. The readers come to know the facets to be managed properly so that the organisations are professionally sound. The focus is on improving the quality of managers so that they improve the potentials of educational institutions, Hospitals and healthca,re organisations, Political parties, NGOs, Red Cross, Police Administration and Trade Unions. Since all the services are of critical importance, the professionals, while using their excellence, will go through an acid test.

2 INTRODUCTION In the development process of an organisation, managerial proficiency occupies a place of outstanding significance. An individual or an organisation fails to survive, if we find something wrong with management. If an individual succeeds in thriving, he/she has the credibility of managing his/her affairs excellently. Conversely, if we find them sinking, the managerial deficiency happens to be an important reason. We manage and market the affairs of an organisation with diverse motives, such as optimal development, maximum satisfa.ction and reasonable profit. In some of the cases, we find organisations having a legitimate right of making profits and we call them profitmaking organisations. But we also come across organisations having no legitimate right to make profits, of course they are allowed to generate surpluses for the development and expansion purposes and we call them non-profit or no-profit organisations. Such a provision is to enable the process of subserving social interests extraordinarily smooth. Service~ like education, health and medicare, protection from natural calamities and war dangers, epi. itmics, safety and security, and promotion of society are considered sensitive. Even tl; poorest of the poor need these services, irrespective of the fact that they are final cially bankrupt and not in a position to buy. We can't deprive the weaker sections of society of the basic amenities and facilities found essential for their nOlmalliving. Constitutionally, morally, ethically and socially, we have a responsibility of making available to all the segments the minimum needs for their survival. It is against this background that we talk about the management of non-profit organisations. The sectoral classification of an organisation is found in three parts, viz. Business Sector, International Sector and Non-profit Sector. We can't deny that of late marketing is gravitating due attention of organisations even for strengthening and promoting the non-profit sector. The management of Educatioqal Institutions, Hospitals and Healthcare Organisations, Political Parties, Non-government Organisations. Red Cross, Trade Unions, Police Department and even Churches and Charitable Trusts need as intensive care of management thinkers, specially the marketers. The depleted condition of educational institutions, hospitals and healthcare organisations and other non- profit organisations make it essential that world class professionals accept the responsibility of managing them in such a fashion that even poorest of the poor get an opportunity to harness the benefits of development. We don't find any logic behind continuing with the poor rate of development especially when we have the potentials to make them ~f '-""'rld class. Of late, we live in an age of technology where technicu1\tfre has been dominating almost all the development and welfare-oriented sectors. The process of qualitative transformation is not only to be switched on but the pace of acceleration is also to be made sound. The "Quality in Totality", a popular slogan of today is to be made

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operational by all the sectors, goods making and service generating, profit making and non-profit making. This is to help generation of profits or surpluses vis-a-vis the subserving of social interests. Educational services occupy an predominant place in the non-profit sector because they are greatly instrumental in accelerating the rate of human capital formation without which professional excellence or value-engineering processes will remain idle. The modern educational institutions need expensive inputs as the system of offering educational aid has totally changed. At all the three stages of offering educational aid, viz., Primary or is it having Secondary and Higher, we find technology throwing a telling impact. In the Indian context, we find government as well as the private and cooperative sectors offering educational aid but the government sector has been dominating the scene even till now. The government exchequer has been facing a financial crunch and thus we find government managed educational institutions experiencing paucity of funds standing as a major barrier to the development process. The privately managed educational institutions offer expensive educational aid and training facilities not affordable by the masses. This is complicating the task of policy decision makers accepting the responsibility of activating the process of social transformation. 'To bring things back on the rail, the management thinkers suggest a prescription showing positive results around the world. It is against this backdrop that we talk about the concept of education marketing' which focuses on conceptualisation and implementation of social marketing principles by the educational institutions. Social scientists and reformists also feel that unless and until the system of education is managerially proficient and professionally sound, the development and welfare plans of government will remain unproductive. The managerial deficiency is therefore an important reason for the multifaceted degeneration in the system of education which is aggravating the image problem before a majority of the educational institutTons of the country. The universities, colleges, institutions, and schools (secondary and primary) are the main centres where educational aid and training faciliti,es are made available. We call them a centre for the formation of human capital. It is amazing that in a majority of the cases, we find the quality- people keeping themselves out from the administration and management responsibilities due mainly to the fact that they have to v",ork under political pressure. The government policy makers don't resolve'the crisis; they rather aggravate the same by recruiting substandard people at the different echelons of management helping them considerably in accomplishing their political goals as well as meeting and promoting their personal interests. The process of derailment thus starts gaining rapid momentum i;md ultimately all the systems and subsystems virtually collapse. T~e emerging problems make it necessary that, at the very outset we confess .and thereafter conceptualise and administer suitable measures sincerely and honestly. ,

Like the educational institutions, we also find hospitals and healthcare organisations facing, degeneration. The government managed hospitals are in a depleted' condition and the public find it difficult to avail of the expensive services of private hospitals

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-and clinics. Around the world, we find hospital managers dominating the management and administration portfolio of hospitals and they have been successful in improving the quality of healthcare services and medicare facilities. This makes it essential that even in the Indian context, a basic change in the policy decision is made possible. The hospitals and healthcare centres are to be managed by professionals of world class excellence. The process of qualitative-cum-quantitative transformation is to be accelerated on a priority basis which is not possible unless we find managerial proficiency. The quality of inputs has to be improved and this needs adequate finance. The government exchequer is showing the red, green and amber signals and therefore, the internal resources-mobilisation process needs an overriding priority. The professionals have to mobilise individual and institutional donors, and in addition, the hospital marketin.g also needs due attention. The fee structure has to be rationalised so that the affluents share the losses generated on account of cost-free or subsidised services to the weaker sections. The hospitals and healthcare centres have to develop an awareness so that people come to know about the devices to promote vaccination and immunisation. The food habits are to be made healthy. The nutritional awareness should be spread and the neglected rural women should get an intensive care. The supply position of potable water has to be improved. The vaccination culture is to be promoted. Management by people has to be given a new direction in which the medical and para-medical 1 personnel are motivated for a change in their realisation and thus an attitudinal change becomes possible. They should enrich their professional excellence and show personaltouch-in-service. All these qualitative improvements would lead to quantitative improvements thus increasing the potentials of hospitals and healthcare organisations. The political parties in the Indian context has been facing the problem of managerial deficiency. Their responsibility of formulating policies specially when they represeot the government are in the bad shape. The quality people bearing the efficacy of managing things properly are disinterested and have kept themselves aloof from the politics whereas the inefficient and anti-social elements are promoting degeneration. We are well aware of the fact that political parties depend on the funds generated from different sources, and in a majority of the cases, we find mismanagement of ,such funds. The individuals or institutions donating to the parties are deriving undue benefits. A vicious circle is existent. If one is really interested in improving things and realising the importance of bringing systems on the rail, the management of political parties has to get' due weightage. The quality people are to be motivated to take part in the political activities. The world-class professionals are to be assigned the responsibility of marketing their services so that they can contribute significantly to the process of socia-economic transformation. The organisation of party affairs is in bad shape, nec~ssitating a. structural change and in the process, management orientation can be a dependable prescription to face the emerging problems a'1d evolving changes.

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The concept of Non-government Organisations (NGOs) was promoted with the prime motto of subserving social interests so that neglected segments and regions get an opportunity to develop and prosper. But the ground realities are completely different. Only a very few of the NGOs are working honestly. A majority of them are using their excellence and expertise just for collecting funds from various sources. The mismanagement of fund in the NGOs is today at its peak. Hence it is necessary that non-government organisations make possible managerial proficiency so that generation and allocation of funds are in the right directions. The national and global bodies are extending financing support to the NGOs but it is very painful to comment that a majority of trem are operational only on paper just for collecting Junds. So there is a need to assign due weightage to the management of NGOs. Since they occupy a significant position, specially when we talk about social transformation, it is high time that government policy makers, social scientists and activists, management scientists and marketing professionals think over the problem on a priority basis. There is no justification for promoting NGOs when they work only on papers. Red Cross Society has been making significant contributions to the process of social transformation since they are responsible for serving and subserving the interests of war victims and victims of natural calamities. The sufferers of epidemics, and war refugees get assistance and multi-faceted support from the Red Cross. However there is a need to think over the management of Red Cross by the world-class professionals. It is well known to us that the Red Cross also gets financial assistance from different sources but it is painful to comment that presently there are a large number of cases of mismanagement of funds even by the Red Cross. The funds collected in the name of war victims and victims of natural calamities are mismanaged, hence the professionals need to manage Red Cross with a new vision and mission to 'succeed in fulfilling the goals for which they have been established. This naturally requires management orientation since only then the process of initiating qualitative improvements can be thought. The Scouts and Guides also have a significant place in the non-profit sector. The management of these bodies work towards the development of society, and in a number of cases, they are very much instrumental in serving the sufferers. In the Indian society, they can playa decisive role if professionals help them in managing affairs and events. The teens of schools are enrolled as members of scout but so far as the management .side is concerned, it is mismanaged. The scouts need proper education and training facilities. It is amazing that there are cases where the persons managing the scouts are indulging in unfair and unethical practices. Once they get the support of world class professionals, the task of increasing their contributions to the development of society will be easier. Since the managing the high time that of scouts and

members of scout movement belong to the gullible segment, the persons affairs and events have an opportuAity to misguide .and deceive.' It is we think over the problem and evince keen interests.in the management guides so that the task of character building and promoting national

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excellence also get intensive care. We can't negate that management of scouts and guides in the right directions will play a very vital role in personality and character building. The policy makers need to think over the problem on a priority bas'is since there are instances where they have been operational only on papers just for getting 1 the financial support. It is crying need of the hour that we bring them on the right track. The safety and security measures need due attention of the government policy decision makers because the public have a constitutional right of getting protection. The law and order situations can't be of secondary importance in any part of the globe where the governments evince keen interest in maintaining the system. The system and sUb-systems star~ collapsing when law and order situations deteriorates. We can't negate that in the Indian context, the policy makers have not given due importance to policy administration; and it is here that we find a stage of social disorder. We know that the government is responsible to provide protection to the society. Mismanagement has led to degeneration making it difficult for the masses to survive. Very few people are in a position to have their own security guards and they also prove to be insensitive or ineffective when the police administration is defunct. There can be no solution to the emerging problems unless professionally sound people start managing the law and order situations. Of course, the Indian Police Service and State Police Service the two important wings bear the responsibility of police a9ministration; however the results are very disappointing. We can't doubt the potentials of the personnel selected in the two wings of police administration but what ails them needs due attention of the society. When poor or sub-standard people accept or are assigned a critical or a challenging task, the negative results are but natural. But when quality brains of the society accept the responsibility and things coming from bad to worse, the sore spots need to be identified on a priority basis btherwise the society and its system and sub-systems would be dominated by anti-social elements, mafias and goondas. Mounting cases of thefts, robberies, insults and assaults, corruption, bribery, rapes, bear testimony to this proposition that virtually the police administration has become defunct. There are effective solutions to regulate people violating rules and regulations of the land. It is easier to control substandard people but when quality brains are engaged in the process of degeneration and, in some the cases even becoming a party to the degeneration process, the ordinary solutions· can't be effective. Managing police services by the professionals has beco'me a necessity. The aforesaid/organisations, supposed to be the important constituents of the non-profit sector, are ro be managed by the world-class professionals. In a majority of the. cases there are financial and managerial problems. No one can expect the best from the worst. It is right to ,mention here that by and large almost-all the non-profit organisations have been facing the problem of mismanagement. ~ence it: is essential that the, policy decision makers think of overhauling. The rich and sophisticated infrastructura) facilities,don't carry any meaning when we find rotten people managing

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almost all categories of organisations. The management principles can't be effective or proactive when managers become a party to the degeneration process. First we need to make it sure that, the non-profit sector has a team of quality people, having professional excellence, personal commitment and value orientation. We need dedicated people having personal and human touch, working with a sense, of conviction and only then the management principles would get a positive response. -

MANAGEMENT OF EDUCATIONAL INSTITUTIONS A country where the educational institutions are managed rightly is found efficacious of resolving problems albeit of critical nature. Conversely, where the educational institutions are mismanaged even the minor problems are transformed into the major ones. The educational institutions are virtually the breeding grounds where all the constituents of development get an opportunity to survive and thrive. Where educational institutions prosper, the facets of development start moving ahead. Today, management thinkers strongly advocate in favour of world class educational institutions. Whether we talk about socio-economic transformation or focus on national excellence, the contributions of educational institutions are of, outstanding significance. In the Indian scenario, the government as well as the private and cooperative sectors, manage and control educational institutions at all the three levels, viz., primary, secondary· and higher. There is nothing wrong with the mix. Whatever the wrongs are found substantially relate to the management side. If uneducated, substandard, .unfair; unethical and dishonest people, start managing the educational institutions, the outputs can't be as .per our expectations even with the support of sophisticated technology and the rich infrastructural facilities. The faculty, of course, play a leading role in managing the affairs properly but if persons disinterested in academics start evincing interests in the educational institutions, the motive is to be absolutely different. The persons managing educational in.stitutions no doubt can make everything possible but what they can't do is the only thing for which we find the existence of educational institutions. The subjective knowledge is not the only thing expected from the educational institutions; because we find professionally sound people of course have a rich background of the subject but they are not dedicated and committed and lack values.' This is because the outputs, are professionally sound, but very much instrumental in misusing their excellence for personal gains even at the cost of existence and prosperity of an organisation. We can't negate that such developments, throw the process of value-engineering in the reverse gear which prepares a sound milieu for multi-faceted degeneration. The persons heading and managing the Department of Education, Universities, Institutes, Colleges and Schools in a majority of cases are compromising with values and beliefs. The process of degeneration starts/from the top and therefore it is quite natura( that we find its imprint on all the levels, echelon'S ~oving downward to the bottom. Degeneration is noticed in. the entire system because educational institutions are respons,ible to meet the demand of people of all the sectors.

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Of late, we talk about quality and "Compete or Perish," is the slogan of the day. The quality products compete and therefore only quaUty people can compete as we find norms, values, and systems getting due weightage in the social order. If society i9nores the same, the systems start collapsing. The government policy makers as well as others evincing interest in the development of education need to practise modern management principles since all the prescriptions to bring the derailed education system on the rail have so far proved to be insensitive. Because we find demographic pressure increasing relentlessly, it is imperative that the policy makers formulate an ideal plan commensurate with the changing requirements and revolving developments. Everyone is well aware of the growing importance of technology in the system of education and therefore the primary, secondary and higher education centres have to promote techniculture so that the process of qualitative transformation is accelerated. This requires formulation of both short and long term plans in the face of potentials of the concerned educational institution. A majority of the educational institutions specially in the Indian context, have been facing the problem of inadequacy of quality. faculty and this requires an immediate solution. The compensation and motivation plans need a structural change. The efficients are to be suitably rewarded while the inefficients are to be demotivated or punished. In a true sense, we need to link the compensation plan with the academic contributions of the teachers. We also need to audit the credentials of teachers so that their contributions to the innovative developments are identified and rated. Also, the students should be given an opportunity to grade and assess the performance of their teachers. The development plans for teachers need orientation so that ,the refresher courses, orientation courses, and capsule courses are organised to update and enrich their credentials. It is accepted that nothing is possible unless we find educational institutions financially sound and therefore removal of financial crunch needs an overriding priority. Promoting generation a'nd mobilisation of fund with the help and cooperation of professionals is urgently needed. Of late, a majority of the government managed educational institutions depend on the government and it is high time that like private institutions, they too explore new solutions for improving their financial health. Untapped internal sources are to be tapped on a priority basis. It is in this context that we talk of professional education. By promoting vocational and professional centres, the universities and colleges will get an opportunity to generate funds from the internal sources which will improve their financial health. In view of the evolving developments, they need to pr6mote all the centres of learning to be instrumental in improving their financial health. In addition, 'the fee structure for other courses should be made rational because there is no correlation between the educational aid and the fee structure but only a mismatch. The political and social leaders often oppose the move but it is high time . that they realise the gravity of the situation and undf!rstand the ground realities. Since we talk about mobilisation of financial resources and also advocate professionalised efforts, the practices of soliciting social cooperation in the development of education

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need due attention of the marketing professionals owning the responsibility of capitalising on the opportunities. They have to identify potential donors and persuade them to extend the best possible cooperation they can. All of are well aware of the efforts take by late Pt. Madan Mohan Malviya while organising and promoting the Banaras Hindu University (BHU) in India. We agree that management of donation and mobilisation of donors require intensive care because we don't find anything wrong in soliciting social coqperation for the generation and multiplication of social capital found very much instrumental in the process of human capital formation vis-a-vis value-add(tion. The syllabi/courses of study/study materials of any programme play an effective role in the development of educational institutions. During the I~t decades, there have been multi faceted changes in the course materials, parti~larly to meet the changing requirements of business environment. This has necessitated an analogous change in the syllabi of different courses organised by different educational institutions at different levels. The universities, colleges, and institutes need to follow the same so that their outputs prove to be productive. The growing importance of corporate culture has opened up new vistas for the development of techniculture and there is a clear imprint of the same on the courses organised and conducted by different educational institutions. The main thing the institutions need to make possible 'tn a priority basis is formu1ation of a time-honoured course structure 'contributing significantly to the nature and character of the present job market. . The educational institutions while developing/framing course structures also need to assign due weightage to technical and professional/vocatiqnal courses which on the one hand would be productive to the enrolled students while on the other would also pave the way for future generations and mobilisation of finance from the internal sources. Of late, personal care services are gaining popularity and the policy decision makers have to perceive the same. The development of Jogging Centres, Yoga, Beauty Parlours, Fashion Technology, Media and Mass Communication are a few of the new courses gaining popularity around the world. The policy decision makers as well as the strategists need to consider informal education, which has been neglected, at almost all the stages. 2 Students are professionally sound because educational aid in tune with the changing requirements is made available to them. But when we talk of civic sense, aesthetic sense, ethical dimensions, and value-engineering, we find a majority of them totally unaware of the same which stands as a barrier when they travel. abroad. It is painful to comment that in the Indian context, the keens, teens, and the youths fail to get informal education either from their parents or from their teachers. Therefore it is essential that a structural change in the syllabi is made so that the strategists assign due weightage to informal education in order that their products don't face any problem at any part of ~he globe. A majority of the population even now are found unaware of national, excellence. This necessitates an attitudinal change. The process of value-engineering can only be switched on when both of the sources, parents (family) and teachers (educational institutions) accept the responsibility of developing national excellence. A, fair

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synchronisation of formal and informal education is necessary and educational institutions should perceive the same. Of late, we note infrastructural facilities playing a significant role in the development of educational institutions but a majority of them lack the same. The sophisticated system of education can't be result-oriented if there is inadequate infrastructural support. Hence the government policy makers should assign due weightage to infrastructural requirements of the educational institutions. Nothing is wrong in developing education as an industry which will make significant contributions to the international job market but this is not possible unless we find educational institutions potentially sound. The government departments, educational institutions, social scientists and reformists will have to initiate the process of qualitative transformation. The emerging challenges and ~volving developments make it compulsory that educational institutions at all the levels of offering educational aid should go through strategic management as shown in Exhibit-2. 1 . Exhibit-2.1 STRATEGIC MANAGEMENT FOR EDUCATIONAL INSTITUTIONS Primary Level

The kids and teens at the primary level of education should be made' aware of the fundame'n,tals of all the key areas. Since there is Ii basic change in the attitudes of parents, it is pertinent that the educational institutions develop a mix of formal and informal education in which informal education gets a lion's share. Because it is a s~age of learning, an aptitude test appears significant. This would help educational institutions. is adding additional attractions. The system of education and training has to be made technologydriven where audiovisual exposure facilities are to be given due weightage as this would considerably be effective in sensitising students.

SecQndary Level

Since the task of conducting aptitude test is over, the educational institutions are supposed to be aware of the preferences, likes and dislikes of students. Even at this stage, the educational institutions should assign due weightage to the informal education. Vocational education needs an intensive care. Infrastructural facilities are to be enriched. The institutions also need to think about the personality development of its students. Aesthetic sense is required to be developed. Sports activities, entertainment facilities are also to be enrich.ed. Since, the decisions related to streams are final, educational aid and training facilities are to be made commensurate with the national as well as global requirements. ·Accommodation facilities need due attention so that the students get an opportunity to develop their personality. While quality students are to be motivated to get higher education, others should be given training facilities in tune with their preferences. Ethical dimensions need creative promotion. (Contd.)

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(Contd.) Higher Level

Professional and technical courses need due attention. Because of a change in the business environment as the corporate sector has been gaining popularity around the world, the educational institutions need to design the course structure helping students in capitalising on the opportunities at national and international levels. The research and development activities need due attention of policy decision makers. The information technology has to be updated. World class infrastructural support to the students will enrich their knowledge bank. The communicative ability, and body language need due attention of strategists. Cultural orientation and value-engineering need priority attention. In the age of techniculture, it is pertinent that advanced centres of learning should be of world class. The institutions need to promote innovative efforts to offer the services of world class. An all round development of personality is essential. Our students are to be professionallysound personally-committed and value-based.

PRACTISING SOCIAL MARKETING The multi-dimensional negative developments in the business environment have engineered a strong base for the development of holistic concept of management. The policy makers, professionals, social reformists and activists have made a strong advocacy in favour of social marketing since it is felt that negative effects of economic transformation have established an edge over the positive developments which have opened the doors for social tension and dissension. Environmental and noise pollution, water contamination, population explosion, imbalance in ecology, contraction in the size of family and the increasing disrespect to the elders in a family make it necessary that defined principles of social marketing are given due weightage. It is in this context that organisations such as service generating, goods manufacturing, non-profit and' profit making; public sector and private sector institutions have started conceptualising social marketing principles in which all the organisations are required to keep social interests on top of their development agenda. The conceptualisation of social marketing does not mean closing the doors for profit generation provided the organisations have a legitimate right. The' main focus, while implementing social marketing, is to make it sure that, directly or indirectly, the policy' and strategic decisions of an organisation are not to make an invasion on the measures protecting and promoting social interests. Where educational institutions conceptualise social marketing, the practices would be a bit different from the profit making organisations. The educational institutions, not only in the Indian context but the world over, are developing as a non-profit sector in which they of course have been given the right to generate surpluses but not of making profits. Whatever the surpluses they generate are required to be channelised in the development of infrastructural facilities to make them potentially sound and able to bear the increasing social costs. Otherwise, they can't be professionally sound. If they are potentially sound, a majority of the

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population presently not in a position to afford quality services of expensive educational institutions will benefit because, according to the defined principles, the organisations are supposed to raise their contributions to the social transformation process which will remain incomplete unless they bear the social costs, preferably by rationalising the fee-structure and mobilising donors. Rationalisation of fee structure is an important dimensions of social marketing in which the educational institutions are supposed to link the structure with the paying capacity of users. Affluents have higher paying capacity and therefore they will be charged high, while weaker sections with poor paying capacity, will be charged subsidised fee structure or will get even cost-free services, provided the organisations are financially sound. In tune with the defined principles of social marketing, the satisfied group of users of the services on the basis of their experiences and realisation will evince keen interest in the protection and promotion of social interests. The educational institutions will make it a point that whatever the educational aid and training facilities have been imparted to them take a concrete shape.

MANAGEMENT OF HOSPITALS AND HEALTHCARE ORGANISATIONS In the group of non-profit sector, hospitals and healthcare organisations are of outstanding significance. In countries like ours where a majority of the population are not aware of the significance of medicare, the hospitals and healthcare centres have to playa significant role. By offering quality medical aid and by promoting healthcare devices, they can playa decisive role in the development of human capital. Nutritional awareness, immunisation and te,mptation to the vaccination culture, civic and aesthetic sense, and physical care, are some of the key areas that need due attention of hospitals and healthcare centres. In the Indian context, the health care and medicare devices have so far failed in gravitating the attention of policy makers and professionals. People are well aware of the government hospitals found in a depleted state though the government has been extending to them huge financial support. The overcrowded private hospitals and clinics and deserted government hospitals are a staunch testimony to this proposition that primarily managerial deficiency ails them and for that we talk about management of hospitals by the world class professionals. It is not only significant that we offer to the masses cost-free or subsidised medicare facilities. It is equally important that we make available to them quality medicare facilities. As in the case of the users of educational institutions, the users of hospitals and health care centres should have an attitudinal change. In a majority of the cases they don't mind the fees charged; rather they appear serious about the quality of services made available to them. There is a significant increase in the number of sensitive and potential Llsers, and the professionals have to improve the quality of their decisions. At the very outset, the hospitals and healthcare services are to be planned suitably and for that the professionals are supposed to formulate an ideal plan which is to be in the face of emerging trends in health hazards. 4 In the Indian condition where there is a significant increase in population, it is pertinent that the policy makers and strategists

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promote efforts paving avenues for qualitative-cum-quantitative transformation. The rural areas need intensive care because the rural health centres are virtually defunct. They lack quality medical personnel, supporting infrastructural facilities, instruments and equipments even of essential nature making their task of offering even basic medical aid much more difficult. What to talk of the government rural hospitals and healthcare centres when those hospitals located in the towns and cities are also presenting a gloomy picture. Paucity of fund is an excuse but what about the participation of medical and para medical personnel to the process of development. It is painful to comment that the same doctor, offering quality medical aid at his/her private clinic, finds it difficult to serve the patients in the same manner in the government hospitals where they work. If they lack personal commitment, sense of conviction, personal-touch-in-service, ethical dimensions, an attitudinal change becomes must because failing it even infrastructurally sound hospitals would fail in delivering goods. In the changing condition, the hospitals need to pave avenues for the generation of finance from the internal sources. In addition to the governmental support and fee-structure, the hospitals and healthcare organisations today also need to mobilise donors so that the problem of financial crunch is reduced if not removed. The educational institutions as well as hospitals and healthcare organisations bear the responsibility of improving the quality of people. It is a process of social transformation. If we find professionals accepting the responsibility of improving the quality of services to be offered by hospitals, the institutions and individuals are required to be motivated to give donations. World class hospital professionals can be successful in persuading them provided they have something positive to exhibit. They are responsible for serving the patients by offering quality services. The task of mobilising donors is significant not only with the view of improving the financial health of hospitals but also with the motto of improving the financial health of hospitals and of involving affluent segments of the society to the process of serving the mankind. In situation like break of epidemics team work is needed; so also in case of natural calamities when victims of earthquakes need emergency medical aid. Where accidents occur, the victims need multi-faceted support. The hospital personnel are required to come forward and if their contributions are visible the people will have positive attitude which will make the ways for the mobilisation of donors. Of late, a majority of the government hospitals are in a depleted condition. They are financially-bankrupt, managerially-deficient and potentially-poor. This shrinks their potentials to serve. It is high time that policy decision makers and particularly the professional realise the gravity of the situation and involve themselves in the process of human capital formation. Hospitals need to be infrastructurally rich, professionally world class, financially healthy and only then our mission would be fulfilled. It is personal-touch-in-service; sympathy and empathy; behavioural profile; humanity; ethical dimension that substantially influence the rate of success. The hospitals and healthcare personnel not having these traits fails in serving and subserving social interests. 5

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In this age of techniculture, we find hospitals and healthcare organisations considerably depending on the new generation of technology for right, quick and economic diagnosis vis-a-vis the time honoured medical aid. The equipments and instruments of new generation play and leading role in the process of offering world class medical aid. The hospitals need technical personnel because there are cases where quality equipments and apparatus are available but due to poor maintenance and operation, they often prove to be a liability. It is amazing that even a few of the leading hospitals and health care centres of today are not aware of the instrumentality of hospital waste in making the environment disease prone. Therefore it is essential that they assign due weightage to waste management and promote aesthetic management because of late we find fragrance helping medical personnel in improving the quality of medical aid. If we promote aesthetic sense, the recovery period for patients would sizeably be minimised. Thus hospitals and health care organisations of today need to realise the significance- of professional excellence. 6 In Exhibit-2.2, we find Strategic Management for Hospitals and Healthcare Organisations. Exhibit-2.2

STRATEGIC MANAGEMENT FOR HOSPITAls AND HEALTHCARE ORGANISATIONS Rural Hospitals & Health Centres

The hospitals located in the rural areas and health centres in villages are in a depleted condition. The infrastructurally poor health centres are virtually defunct. The medical and para-medical personnel don't work, though on paper they are placed and deputed. The rural masses are insensitive to the health hazards. They are unaware of nutritional awareness and invite a number of diseases on that account. They consume unsafe contaminated water. ,The epidemics often complicate health problems in the rural areas. The environmental pollution aggravates the magnitude of problem. In the face of emerging problems, it is pertinent that the government policy makers and social reformists and activists assign due weightage to the development of rural hospitals and health centres. They are to be linked to the hospitals located in towns and cities. The medical and para-medical personnel should stay in villages. The supporting infrastructural facilities shouJd be made available.

Hospitals (District and Taluk)

The hospitals managed by government located in district towns and taluks are also in the same boat. The infrastructural constraints, inadequacy of medical and para-medical personnel, non-optimal supply of medicines are the major problems making hospitals defunct even in the towns and cities. (Contd.)

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(Contd.)

The private clinics are innumerable. The medical and para-medical personnel even of government hospitals prefer to work in their private clinics. The health problems are critical. The population in towns and cities on account of their insensitivity invite health problems and prefer to avail the services of private clinics. Therefore it is essential that the policy makers and professionals assign due weightage to overhauling of government hospitals. Inadequacy of supporting infrastructural facilities is to be removed. Medical and para-medical personnel should be compelled to work for which they are paid. Substandard private clinics should be closed. Hospital waste should be properly disposed of according to set procedures. The outdoor services are to be improved. The emergenc~' services are to be restructured. Modernisation and expansion need due care. Medical Colleges and Research Hospitals

I

Of late there are a spate of new developments in the field of medical sciences. It is significant that research-oriented hospitals and medical colleges gravitate due attention of government policy makers. The students of medical and para-medical courses need quality educational aid and training facilities. They, in addition to the professional excellence, also need personal commitment and for that training facilities need due attention. The problems like financial, infrastructural and managerial constraints need to be brought on the rail. The audio-visual exposure facilities and technical support are to be promoted. The internet services, infotech need due attention. The process of value-engineering is to be activated.

PRACTISING SOCIAL MARKETING Like the educational institutions, the hospitals and healthcare organisations also need to practise social marketing so that the policy makers and professionals, while making policy decisions or while formulating strategies, keep social interests in the centre and think and plan everything in the face of social interests. The holistic concept of management makes it essential that organisations in general, and non-profit organisations in particular, plan and practise everything with the view to protect and nurture social interests. 7 This in a very natural way increases the functional responsibilities of professionals who are considered accountable to enrich the potentials of organisation so that the contribution of their hospitals to social costs is considerably increased. The prime focus is on making organisations potentially sound to enable them to bear the social burdens. Since we find hospitals and healthcare organisations offering services of essential nature, failing which the masses will suffer, the boardrooms and professionals have to explore new solutions as to how and in what way their policy decisions can strengthen and benefit the organisation so that challenges and threats on account of emerging health problems and evolving negative developm~nts are considerably minimised.

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The users and potential users are to be satisfied and the marketing practices will make the task easier. Because hospitals and healthcare organisations are in the nonprofit sector, they have not been given a legitimate right to make profits however they can generate surpluses to help modernisation, expansion and development. Of !ate, there have been significant developments in the field of medical sciences and all the segments are not in a position to harness their benefits because the services generated by private hospitals prove to be expensive. If they practise social marketing, irrespective of the fact that they belong to public/private sector, the subserving of social interests will be given an overriding priority. The public sector would contribute sizeably to the social costs whereas the private and corporate sectors can make partial contributions and the process of serving weaker sections will march forward. The professionals, while managing non-profit organisations, are considered more positive and whatever the organisational motives they accomplish help them in mobilising donations from individuals or institutions. They need to understand the instrumentality of cause-related marketing and influence corporate sector while generating funds. 8 All the avenues of internal resource mobilisation are to be tapped, and in addition, the donors are also to be managed. The hospitals and healthcare organisations, if financially sound will be in a position to make strategic decisions more and more aggressive. The promotion of immunisation and vaccination programmes, countering natural calamities, facing the accidental cases will become proactive. They will then be in a position to make the weaker sections of the society more and more sensitive so that the promotional measures are perceived by them in a right fashion and the public come to know about healthy living conditions. The masses thus will develop nutritional awareness, realise the significance of potable water, develop awareness of immunisation, get an opportunity to develop civic and aesthetic sense and therefore will be exposed to the least possible health hazards. The hospital professionals need to be more creative wile publicising and promoting. The conceptualisation of social marketing principles thus will protect organisational as well as users interests.

MANAGEMENT OF POLITICAL PARTIES In the group of non-profit sector, we also find political parties bearing the responsibility of formulating a sound policy for social transformation. We are well aware of the fact that members of political parties represent both the government as well as the opposition sides. When we find them in the ruling side, they are supposed to formulate policies. Conversely when the are in opposition, it is expected that they will keep their eyes open and identify the lapses and shortcomings of the ruling bench. Since we find a change in the ideologies of different political parties, a change in the political set up and policy decisions are also expected but in any case, the social interests would remain at the top of their development agenda. Of late, we find professionals managing the party affairs and the conceptualisation of social marketing principles by the political parties has activated the process of social transformation. 9 In the West, political parties are conceptualising and implementing marketing principles but in the countries like ours, the process is at the nascent stage. Of cours~,

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the process is on but a majority of us till date fail to understand the relevance of practising marketing by the political parties. For those who don't realise the significance of marketing in managing politics, it is right to mention that by practising marketing, the professionals would open up avenues for providing maximum satisfaction to the voters and potential voters which will simplify their task of managing the voters, mobilising the donors and channelising the development-oriented and welfare-sensitive programmes and policies. Political leaders, social reformists and activists would get an opportunity to magnify the image and highlight the contributions of their parties by informing and sensitising the masses. This will also instrumentalise the process of transforming the non-voters into potential and habitual voters. With sophisticated developments in the field of media, we find copious avenues for promotion with more creativity _ The marketing professionals, while managing political parties will be innovative in thell- efforts and approaches which will help them in understanding the voters and potential voters. By understanding the target voters correctly, they can orchestrate marketing resources with the mixes of marketing. The expectations of the public will be perceived in the right fashion and the marketing resources thus can be tailored in the right direction. It is against this background that the concept of political marketing has been gaining popularity around the world and even in the indian context, we find the beginning as Indian National Congress, Bharatiya Janata Party and others have started managing their election campaigns with the help and cooperation of professionals. Exit poll, opinion poll, publication of election manifesto, advertisement and publicity materials all these are the components of political marketing. Nothing is wrong in practising marketing in politics, provided the professionals and party organisations work with a positive attitude and are influenced by ethics. Managing a political party by the professionals is found useful not only to the party but also to the society. The political parties have to formulate a sound plan for development and expansion. In all the segments and regions, the development efforts can be channelised if professionalised efforts are activated. The development policies of a government are to be in_ the face of emerging challenges and evolving developments so that the exceptions of people from the government are fulfilled on time. A structural change in the party organisation is possible where dedicated and committed party members, workers and volunteers are enrolled. . The management of a political party rests on charities and donations. On the one hand, the professionals are responsible for identifying the individuals and corporations with a positive attitude regarding the party so that the mobilisation and persuasion pro'cesses are activated and on the other hand, they are also responsible to make possible productive channelisation of generated funds so that the public come to know about the use of party funds. If professionals are successful in making productive allocations, the task of persuasion wi" be considerably simplified. Of late, we find a majority of the political parties not aware of professionalised efforts and this has made their task of generati~n, allocation and persuasion rather difficult.

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Understanding a constituency is an important functional responsibility of the professionals and this requires an indepth idea of the different segments and their attitudes. If one understands them in a right fashion, whatever the measures he takes for identifying the levels of their expectations and steps the party takes to fulfil the same will simplify persuasion. In the case of the opposition party, the task is to identify the errors and lapses of the rival party(s) and while advertising and publicising this can be used as a sharp-edged tool for effective sensitisation. The formulation of a sound marketing mix is an important functional responsibility and this requires an awareness of the constituencies and regions vis-a-vis the ideologies of a party so that while formulating different sub mixes one can move in the right direction. Service profile occupies a place of pride. What development and welfare efforts are needed, your party is in a position to perceive and practise. The economic transformation, welfare channelisation and social transformation are to be the results of mix that you develop. It is quite natural that due weightage is assigned to numerical strength since without this your task of managing, winning and retaining the voters will be complicated. The steps taken by the party need to serve interests of the people so that they come to realise the party contributions and vote for party and its leaders as and when they get an opportunity. The candidates will have to develop an awareness of the party members, workers and leaders so that they will succeed in soliciting their cooperation as and when needed. The constitution of a team of dedicated and committed members and workers will help candidates in the implementation process. Election and pre and post-election strategies can be formulated with the motto of informing, sensing, sensitising and persuading the voters. If candidates make significant contributions to the development of his constituency, the promotional measures adopted by him will of course be proactive.

AS A CANDIDATE You have to motivate the party workers, members and volunteers so that they work with a sense of commitment and conviction. The workers and volunteers working satisfactorily are to be rewarded. The development programmes are to be organised for party workers, voluntee~s and members. Of late audio-visual exposure devices can be used for developing an awareness.' ' You have to develop a network of party organisation so that at all the stages, the efforts taken by your party are publicised. From macro to micro levels, your programme should reach to the masses. At the same time, whatever the lapses you identify in' the efforts of the rival parties are also to be transmitted to capitalise on the opportunities, You will then be in a position to get the feed back because the party members, workers and volunteers will inform you of the reactions of the public. This would simplify your task of elimination and inclusion. The management of election is an important functional responsibility before you. During the period of election your professionalised efforts will benefit the party in

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different ways. You can help the organisation with opinion poll surveys and exit poll. A suitable agency can be identified and managed for organising the exit polls. Advertising professionals would simplify your task of injecting creativity in the advertisement messages and slogans. The posters, cut-outs, leaflets, news letters, information brochures and elec~ion manifesto should be of high quality, adding additional attractions to the promotional measures. It is not only sufficient that you adopt sufficient measures for the development of your constituency. It is equally important that you make an audit of your efforts. It is not only important that you deploy and place the party workers and members. Equally important is that you identify their efforts and positive steps. Assessing the performance of party workers and members is an important functional responsibility which will let you distinguish between the committed and dedicated members and the inefficient and dishonest members. This will help you in making the motivational programmes rational as the efficients and dedicated workers will be suitably rewarded while the inefficients and dishonest will either be removed or assigned to training facilities. Not only this, the evaluation process also will help identification of lapses and shortcomings of your programmes initiated earlier and yQU will then be in a position to adopt corrective measures on time. The management of political party thus will simplify the task of projection of a positive image. If you have facts and figures to prove that your party has done a lot for the development and welfare of the constituency, especially the backward regions, the task of image projection will be considerably simplified. Political leaders will find it easier to quote the achievements of their party in the process of socio-economic transformation. Since you have professional excellence, tile speeches of political leaders can be composed by you. This will naturally help them while presenting the achievements which will be efficacious of influencing the voters and potential voters. Unproductive expenses of party organisation can be checked and being a professional, you are also supposed to help and guide them in minimising the unnecessary expenses. With the passage of time, we find a number of development in the political environment. It is necessary that the professionals are well aware of the emerging challenges and evolving developments so that strategic management for political party is commensurate with the emerging trends. In Exhibit-2.3, we find strategic management for political parties. Exhibit-2.3

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STRATEGIC MANAGEMENT FOR THE POLITICAL PARTIES Party Organisation

It is significant that·in the face of emerging challenges and evolving developments, a structural change is made possible in the organisation of party so that all the constituencies cooperate and coordinate with each other. The information network of the party organisation should become more sophisticated. (Contd.)

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(Contd.)

Planning and Development

It is quite natural that whatever steps you take today become outdated tomorrow. Since the expectations of users, voters, potential voters keep changing and the development requirements of a particular segment or constituency can't remain static, it is essential that planning and development actIvities are in tune with the changing regional and national requirements. You need to make your organisation infrastructurally-sound and financially-solvent. The generation and mobilisation of party funds become significant to implement the development programmes. Your leader have a five year period and keeping in view the time frame, you need to formulate the plan.

Constitution of a Team

The programmes and policies of your party need a structural change and you make it possible. The implementation side is considered more significant and being a professional, you have to constitute a team of dedicated and committed members of the party. Based on past records, you can eliminate or include an individual or a group.

Fund Mobilisation

All political parties considerably depend upon the funds received from individual and corporate donors. In the changing requirements, you need to identify potential donors. If you feel that your party has been successful in channelising and expanding the development and welfare activities, the task of influencing the donors is easier. You also need to consider membership fee and contributions of volunteers and workers.

Mid-term Appraisal

The team constituted for implementation should of course be a combination of dedicated workers and therefore you expect time honoured implementation. However you should make a mid-term appraisal of the contributions of party workers and members.

Election Affairs

The most Important task before you is to manage the affairs of election. You need to organise opinion polls and surveys of different constituencies to identify to voters and potential voters to simplify your responsibility of sensitising the promotional measures.

PRACTISING SOCIAL MARKETING Like other non-profit organisations, political organisations also need to practice social marketing. The conceptualisation of social marketing principles focuses on keeping social interest at the top and orchestrating the marketing mix around society so that all the segments of a constituency/region get the services of political parties. The ruling and opposition parties need to ensure that their marketing mix will not endanger social interests. The service profile will include both the core as well as the peripheral services. While offering core services, the political parties will take care of the weaker sectionr

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of the constituency on a priority basis and while offering peripheral services, they will endeavour to protect the interests of all the segments. The service mix will apportion due weightage to the development and welfare programmes. Professionals will monitor the implementation processes so that rival parties don't get an opportunity to tarnish the image of political leaders and the concerned party. When they represent the government, the party members, workers, and volunteers need to be careful since lapses and shortcomings will directly harm the interests of ruling party. Conversely, if they represent opposition such lapses and shortcomings have to be identified on a priority basis. The task of professionals while promoting the party's cause will be simplified considerably if they keep their eyes open and identify the lapses. Social problems like education, medicare, availability of safe drinking water, immunisation programmes, family welfare measures, control on epidemics, women's education, child care, transportation facilities etc., are of sensitive nature and professionals, while formulating the service mix should ensure that development activities of party keep sensitive issues at the top. The professionais also have the responsibility of promotion and therefore while advertising and publicising, they should be creative so that the people are sensitised in the desired fashion. Of late, we find creative promotional measures for developing mass awareness and the professionals have to formulate a suitable mix of media but at the same time they have also to ensure that promotional messages are based on facts and realities. They need to focus on the positive contributions of their party which would simplify their task of projecting a positive image. Political parties are considerably depending on charities and donations, the creativity in promotional measures will open up new avenues for the mobilisation of donors. 1 0 While managing election affairs, organising opinion polls and surveys, designing advertisement campaigns, posters and cutouts, the professionals require world class excellence to help in making promotional measures cost-effective vis-a-vis proactive. It should be remembered that the activities of political parties are sizeably influenced by the instrumentality of party members, workers and volunteers. The professionals have to develop dedicated and committed groups of workers and motivate them suitably to work with a sense of conviction. 11 At the same time, they have to watch the activities of inefficient and dishonest party workers and weed them out. The organisation of a party is also significant and therefore, the professionals need to ensure that at different stages and levels of party organisation, they place efficient and honest people. Monitoring and evaluation of performance will help the professionals in identifying the dedicated party workers. Marketing practices make it essential that voters and potential voters are influenced creatively.

MANAGEMENT OF NGOs The increasing instrumentality of managerial excellence has started showing its impact on the development of an organisation and it is in this context that even nongovernment organisations realise the significance of professionalism. Organisations

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having a legitimate right of making profits practise marketing as the prima motto of increasing their potentials to generate profits whereas organisations (NGOs) having no legitimate right of making profits conceptualise and practise marketing with the major aim of subserving social interests. The Non-government orgnisations, except a very few, have not been successful in promoting social interests and the results of diagnosis reveal that managerial deficiency is an important reason for such degeneration in their levels of performance. The prime motto of promoting NGOs is to channelise development and welfare activities to the weaker sections of the society and the neglected regions; but if we look at their performance; it is almost clear that a majority of them exist only on papers. 12 They get grants from different sources but misuse them for personal gains. They work with a negative attitude. Thus we don't find any use in promoting NGOs unless and until an attitudinal change is possible. The government policy makers and professionals managing the affairs of NGOs have to view things with a different vision and mission. They have to ensure that non-government organisations promote social interests on a priority basis. The holistic concept of management needs to be practised so that the NGOs succeed in accomplishing their prime goal of protecting the interests of w 3aker segments and neglected regions. The professionals have to manage them in such a fashion that NGOs become potentially sound. In this context, the marketing professionals playa significant role in the development of NGOs. We can't negate that a majority of the NGOs have been facing an image problem since they have considerably misused the donated funds. To start with, they have to remove the image problem which makes it essential that marketing professionals assign due weightage to the satisfaction of their users because unless we find them satisfied, the task of getting donations will become difficult. The marketing professionals will help them while formulating marketing submixes helping them in delivering goods to the society. When users of their services are satisfied, the image problem would automatically vanish. The service profile of NGOs should assign due weightage to the core services. Since they have no legitimate right of making profits, it is significant that with the support of their contributions to the process of social transformation, they succeed in generating and mobilising funds, making them potentially sound. Here, we find NGOs facing the problem of bureaucratic intervention practically delaying the entire process. The reports of CAPART also reveal that in the Indian setting about 70 per cent of the NGOs have been facing the problems of financial constraint and about 80 per cent of them are bedevilled with the problem of time-lag between the submission and sanction of a project. 13 It is essential that NGOs get an independent and self-sustainable status without which the qualitative or quantitative improvement in their functional behaviour and character cannot be achieved. The UN accredited NGOs such as International Red Cross, Amnesty International, Scouts and Guides, the World Council of Churches etc; no doubt have made best efforts to subserve social interests but their national chapters in the Indian context present a very gloomy picture. Ultimately people determine the magnitude of success.

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If NGOs face the problems, of professionally deficient management, domination of unfair and unethical people I'acking personal commitment and ethics, the contributions of NGOs will be negative in character, The conceptualisation of holistic concept of management and implementation of social marketing principles will make NGOs potentially sound via-a-vis infrastructurally and financially stronger.

PRACTISING SOCIAL MARKETING The NGOs have to initiate and activate the process of qualitative improvements . . It is essential that they practise social marketing which will help in subserving of social interests for which the NGOs are promoted by the government. Of course, we find it a social movement but we don't find any logic behind promoting NGOs more so when they are involved in the process of social degeneration. We consider honesty and integrity as important tools of NGOs but if we audit their performance records only very few of them are moving in the right directions. The government policy makers should be aware of the problems and they should regulate the unfair and unethical practices found rampant in the management of NGOs. The social marketing principles make it necessary that the NGOs formulate sound marketing mix. This will naturally necessitate formulation of a sound service profile commensurate with emerging problems and evolving developments. The NGOs have to be significantly careful about the core services and at the same time also to pave the ways for peripheral services helping them in the projection of a fair image. The promotional measures are to be based on facts and realities where the marketiflg professionals can considerably help them while projecting the positive contributions to the development of society. But they hav~ to ensure that their promotional messages are based on ground realities. While promoting, the NGOs need the support of media as the non-optimal budget of promotion will raise the costs of their services which will not be helpful in accomplishing the organisational objectives. Since they are working with the motto of serving the sociei\t, it is pertinent that they compute costs based on facts and realities and charge suitably for their product/ services which will not be profit-based. Whatever the quality they promise to their users/customers/must reach to the target without any distortion and this depends on the quality of people engaged in the process of channel ising their services. The professionals managing the affairs of NGOs will have to work with a different motive and the others serving the NGOs also need to change their perception. They should not forget that social interests guide and influence their policy and strategic decisions. If they go ahead with the process of serving social interests, the image problem will disappear and they will not face any problem while soliciting the cooperation of the different segments of society. Since they are accountable to the society, only their positive contributions will help them in achieving the desired goals. The national or international character of the NGOs needs to view and review everything since there are a number of~ cases where even NGOs of International repute have misused funds collected for weaker sections of the society.

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MANAGEMENT OF RED CROSS Humanitarian commitments necessitate mUlti-segments' cooperation. It was way back in 1919 that the Leagues of Red Cross Societies was founded to promote cooperation among member societies and coordinate health and relief efforts, specially to counter the problems generated by the war refugees and victims of national disasters. Advocacy of J.H. Dunant (1828-1910) resulted in the establishment of an International Committee of Red Cross.14 Indian Red Cross came into existence when the International Committee started promoting National Red Cross. The signatories to the Geneva Convention are the founder members of Red Cross with the responsibility of protecting and promoting the interests of the victims of natural calamities and war like problems. The Red Cross, an international movement, is meant to help the government in the process of improving the quality of human life, specially when the victims face the problem of survival. It is painful to comment that even organisations like Red Cross have been facing an image problem mainly because of the misuse of funds collected in the name of war victims and victims of natural calamities. The Red Cross gets donations from different sources and therefore it is necessary that at the very outset they remove the image problem which is not possible unless they function with a sense of conviction. Managerial proficiency needs a priority attention as this can improve the quality of their services which would make it easier to generate and mobilise funds. ' Working as a community organisation, the Red Cross is a non-profit organisation. It is essential that people managing the affairs of the Red Cross WOi k with a positive attitude. Red Cross is helping the victims in an abnormal condition, and the beneficiaries come from almost all the segments; which can be during war time or following natural calamities. It is not right to think about the segments to be protected and the segments to be deprived of. In an age of technology where multi-faceted efforts are on for promoting the industrial economy, industrial hazards invite a number of dangers to the existence and prosperity of not only the human beings but living beings in general. The Red Cross thus is supposed to perform a number of responsibilities requiring help and cooperation of world class professionals. The holistic concept of management is to be conceptualised and practised. Here it is essential that marketing professionals manage the functions of the Red Cross so that the beneficiaries feel satisfied with its performance and in this context the principles of social marketing should be made effective. In a majority of the cases, we find Red Cross infrastructurally poor and so the professionals managing its affairs have to enrich the supporting infrastructural facilities to increase their potentials to serve the victims. They face the problem of administration and social cooperation; therefore, it is essential that the problems of Red Cross are resolved on a priority basis. Unless Red Cross gets multi-faceted support, the task of protecting the interests of victims will remain unfulfilled. They need a team of quality people having not only professional excellence but also well aware of commitment,

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conviction, dedication, involvement and personal and human touch. Here social marketing is required to be practised by the Red Cross.

PRACTISING SOCIAL MARKETING The Red Cross units not working satisfactorily require to conceptuali'se and practise the principles of Social Marketing to help them in sub-serving social interests. The most important aspect in the marketing of Red Cross is the inadequacy of quality people. It is really painful to comment that people serving the Red Cross also become a party to the unfair and unethical practices. So far as the problem of finance is concerned, they have a number of sources and the managerial proficiency may simplify their task of mobilisation but the task will remain unfulfilled if people serving Red Cross lack a sense of commitment. They need not only sympathy but empathy too. They need not only professional excellence but personal commitment too. In a majority of the cases, we find them working in an unfavourable condition which makes a strong advocacy in favour of a team of dedicated and committed people. 15 The service profile of Red Cross includes services to the victims of natural calamities and war like situations. This complicates the task of marketing planning because it is difficult to forecast and assess the time and intensity of problem they are considered to resolve. Since Red Cross is an international movement, the national chapters of the Red Cross need cooperation and coordination. Red Cross marketing, considered to be a social process, requires professional excellence of world class. They need to improve their financial health and it is possible when the masses develop a positive attitude regarding their service profile. The image problem is to be resolved and this is not possible unless they continue with the process of protecting and promoting social interests. The task of influencing and persuading the donors will remain difficult if there are instances of misuse of funds. Conversely, if they start serving sincerely the sufferers and the victims and the public at large would make strong advocacy in their favour. The information management of Red Cross thus occupies pride of place and sig.nificance to help transmission of time-honoured information to enable them to continue their operation. The marketing professionals need to assign due weightage to the people development programmes in tune with the concept of New People Management in which the professionals will inculcate traits like personal-touch, human-touch, conviction and commitment. If they serve well, the right of promotion will not remain neglected. The beneficiaries will act as a hidden sales-force through the word-of-mouth communications to promote the contributions of Red Cross. However, Red Cross needs to advertise and publicise and here the communication organisations should come forward to extend to them multi-faceted cooperation. The professionals should ensure that all the beneficiaries get the same quality of services as promised by the organisation and for this purpose people having values are to be placed at the sensitive points where we find the inadequacy of value based people. Since you don't expect anything in return from the beneficiaries, it is an acid test of your professional excellence that

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you keep them satisfied. In this age of information technology, the services of the Red Cross can be made result-oriented if a technology-driven information system is adopted to help the organisation.

MANAGEMENT OF POLICE SERVICES In every country, state managed police departments are responsible for providing safety and security to the citizens without any discrimination. Therefore, the services rendered by the policies department are of significance. In the Indian context, both the centre and state governments have different wings for police services. They are responsible for maintaining law and order, providing safety and security to human lives and properties, regulating and controlling cases of theft and robberies, and traffic and a number of other problems complicating individuals and institutions in maintaining normal living conditions. The state wings are responsible for solving the day-to-day local problems whereas the central wing controls problems associated with abnormal conditions. When something goes wrong with the management and control of police services people will find it difficult to live peacefully. It is therefore essential to manage this departments on a priority basis so that the image of the government, while discharging its constitutionbased functional responsibilities is not negated. All the development and welfare activities of government will remain idle where police are inactive. In an age of technological we find transmission of information from one place to another very fast. This, no doubt, has benefited all the segments and sectors. The information system plays a leading r.ole in improving the quality of services of the police department. With a change in the system of communications, the police services rest on the information network well supported by sophisticated technology. While monitoring, controlling, supervising, and aqministering; the services to communication network help police department in_ getting time honoured results. However, there are a number of lapses and shortcomings in the management of police services. It is here we talk of management and marketing of polices services. As a government department, police services also face the problem of direct control and intervention by political leaders. In a number of cases the police department is helpless in resolving the problems because this may tarnish the image of a political leader. They, no doubt, protect the leaders' personal interests which may project the negative image of the department and may invite public comments and criticism. There are a number of cases where the police department is found involved in wrong practices. The antisocial elements find it convenient to translate their plans into realities as they get the co-operation of Police Department. In addition, the inadequacy of supporting infrastructural facilities has made the task of the police department difficult. In a number of cases they are handicapped when the robbers and goondas/use sophisticated weapons and advanced information network. On the one hand, the problems are becoming more critical and challenging while on the other, the police department has been experiencing difficulties in bringing

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the derailed social system back on the rail. These negative developments lead to unfavourable working conditions and the quality of services starts deteriorating. The government policy makers can't deprive the society of getting its right to safety and protection; but the present set up and existing acministration network stand as a barrier that makes a strong case in favour of marketing police services, preferably with the help and cooperation of professionals. The polices services are either state supported or self supported personal security services. The state supported services are offered with the help of policemen, firemen, army, navy and air forces. The policemen and firemen are engaged in the day-to-day services while the army, navy and air forces are utilized in critical internal and external conditions. Personal security services are generally used by leading political and business leaders. Because they are found afraid of professional killers, murderers, terrorists, hooligans and antisocial elements they make their own arrangements to protect their lives and properties. However, they substantially depend on the state supported services. Mounting lawlessness in the society and increasing insensitivity among different segments have increased the demand for protection but so far as the supply-side is concerned, today the position is not optimal to meet the increasing requirements and evolving developments. We are well aware of the fact that in several cases, the antisocial elements and the groups supported by them establish an edge over the state supported services specially in terms of sophisticated arms and ammunitions and information management. The government policymakers should therefore assign an overriding priority to the use of modern sophisticated arms and sophisticated information network to counter the antisocial elements. The increasing intervention of political leaders is a matter of great concern and social organisations and media need to focus on the problem. The development and training facilities for the policemen need due attention of the policymakers so that they are in touch with the latest developments. It cannot be denied that the selected personnel are the best among the lot however they find the existing system not supporting or obstructing them. Hence they find it difficult to work and serve the community. The infrastructural constraints, political intervention, financial inadequacy, lack of commitment and conviction, inadequate compensation, de motivation are some of the adverse conditions which necessitate closer attention of the government policymakers desiring to take remedial measures. While educating and training, the officers of higher level need to inculcate the need for helping policemen in getting the desired results within the time frame. Thus it clear that in the Indian context, the police services need a transcendental priority. Professionalism is an effective device to counter the multi-faceted ills. Of course, the officers of Indian Police Service and the State Police Service are given advanced training facilities but they need to be innovative in their efforts and approaches. On the on.if hand, we want police officers to be professionally-sound while on the other, we also nee9 them to be personally-committed and value-based. They should not to forget the oath taken by them on the completion of their training. Honesty, sincerity, commitment and conviction, humanity, punctuality, empathy and personal

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touch are some of the traits to be developed or injected on a priority basis by organising time-to-time training and development programmes. Of course, political intervention is a sore spot but when the policemen start working with a sense of dedication and commitment they can improve not only the political'system but the entire social system. Movies and TV serials are very much instrumental in sensitising the goondas, criminals and robbers because they develop the art and tact of innovative criminal activities but it is really amazing that policemen also watch the movies and witness the role of dedicated policemen but they become insensitive and hardly consider them the properties to be inculcated. The increasing negative developments in the society make it necessary that the police services are restructured and the police officers prove to be professional. Since they bear the responsibility of promoting socials services by curbing and regulating the violation of rules, laws and regulations; it is their prime duty to ensure that the masses feel secured and start cooperating with them in their visi,?n, mission and goal. The policemen need to initiate and activate the process of development and they solicit the cooperation of the public in their endeavours.

PRACTISING SOCIAL MARKETING A majority of us appear hesitant to practise management principles in the police services. We need to develop an awareness about the changing role of professionals in the management of non-profit or the non-business sector of the society. The prime thing in the management of an organisation or a department is to increase the levels of efficiency. Hence, it is essential that policemen are professionally sound and they get necessary training and development facilities in tune with the emerging challenges and evolving developments. But we find professional excellence becoming ineffective because the people belonging to different segments lack a sense of commitment. Therefore while developing policemen, we need to assign due weightage to inculcate the sense of commitment and conviction. We want policemen to be personally-committed. It is also important that right from the very beginning of their training and development programme; the policemen are motivated to be value-based. If the policy-makers start rewarding efficient policemen; if the top management starts promoting them for their positive contributions; the inefficients would naturally be eliminated and demotivated. Of late, the holistic concept of management is dominating the scene round the world, both in the business and non-business sectors. Since the results of positive developments are not reaching the public on time, the management thinkers have been making a strong advocacy in favour of the new concept in which social interests get priority. By conceptualising and practising the principles of holistic concept of management, the social marketing principles will automatically be practised in which the social marketers or the police professionals will start managing everything with a close eye on social interests. The public when it feel secured will change their attitudes about the police services currently of negative nature. The moment there is an attitudinal change in the different segments of society; the police services will start getting social cooperation which will fantastically increase their positive contributions.

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Political intervention will vanish when social cooperation starts gaining momentum. The policemen evincing interests and gaining pleasure in subserving social interests will witness an attitudinal change. This will provide them strength to counter the challenges and encounter the antisocial elements effectively. The public will get satisfaction when their expectations are fulfilled. Satisfaction paves the ways for extending cooperation and dedicated services open doors for soliciting further cooperation. "You solicit and you get."

MANAGEMENT OF TRADE UNION SERVICES Trade Unions bear the responsibility of protecting and promoting the interests of workers/employees. In the process of safeguarding the interests of workers, they forget the organisational interests which paves avenues for sickness. The increasing political intervention aggravates the magnitude of problem. Political leaders consider trade unions a platform for their development and prosperity. In a true sense, we find trade unions making ways for multi-dimensional degeneration in the socio-economic parlance. This makes a strong advocacy in favour of professionalism. The management gurus feel that the only way to make trade unions stronger is to activate professionalised efforts. If professionals having world class excellence start managing trade unions, the workers/employees as well as the organisations would have a sound nexus. Both of them would start thinking about the welfare and prosperity of each other. We can't negate that only financially solvent industrial organisations can protect and promote the interests of workers. And political leaders interested in serving the interests of their parties would hardly evince interests in making trade unions financially solvent. The holistic concept of management if conceptualised in a right fashion would make an assault on 'the multi-faceted problems generating and aggravating the image problem before the trade unions and ultimately harming the organisations where they are employed.

PRACTISING SOCIAL MARKETING Like other non-profit organisations, the trade unions also have to realise the significance of professionalism. The workers/employees need to perceive that defined principles of social marketing would make trade unions efficacious of serving and subserving their interests. The marketing professionals can orchestrate a sound marketing mix engineering a sound foundation for the development of trade unions. The service mix would have social orientation which would remove the image problem. The professionals would also be successful in mobilising donors because the creative promotional measures would focus on the positive contributions of trade unions. The membership fees, subscription, donations, charities would be mobilised for making trade unions stronger. The marketing professionals would make the promotional measures much more creative and sensitive. The charter of demands would be found judicious because it is based on the financial strength of organisation. The situational factors would make their efforts rational. They would be in a position to justify the demands and negotiate with the management. Since we find trade unions a protective organisation, the professionals may strike a balance between the workers' and organisational interests.

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With their innovative peripheral services, the marketing professionals would develop awareness among workers/employees in order that they start resolving the critical social problems. SUMMARY In this chapter, you have gone through the management of Non-profit organisations. After reading the chapter, please keep in your memory the following: Management of Educational Institutions: In the group of non-profit sector; we find educational institutions playing an outstanding role. It is significant that management professionals manage educational institutions efficiently and while practising management principles do not ignore the holistic concept of management which can help them promoting social interests. Management of Hospitals and Healthcare Organisations: This is the second important pillar of non-profit sector and being a professional you have the responsfbility of managing hospitals and healthcare organisations in such a way the patients and attendants are satisfied. The process of generating services is made cost-effective and qualitative-cum-quantitative improvements are possible. Management of Political Parties: We find political parties instrumental in formulating policies and if they are properly managed a number of problems are automatically solved. The management principles help managing political parties in tune with the emerging challenges and evolving developments. The political leaders develop their awareness of the emerging expectations of voters and potential voters and make decisions result-oriented. Management of NGOs: The non-government organisation also work with service motive and the professionals managing NGOs have to improve their potentials because they are financially and infrastructurally unsound. The managerial deficiency has to be removed to improve the workings of NGOs. Of late, we find misuse of funds by NGOs and the monitoring and reviewing of workings will regulate unfair and unlawful practices. Management of Red Cross: The Indian Red Cross works as a national chapter of the International Red Cross. They have the responsibility of helping war victims and victims of natural calamities. The professionalised management of Red Cross will pave avenues for qualitative improvements and the users and beneficiaries will be satisfied. Management of Police Services: All of us have a constitutional right to live peacefully. The state supported police services have the responsibility or protecting our lives and properties. Of late police services are facing the problem of managerial deficiency and professionals managing police services may pave avenues for qualitative improvements. The holistic concept of management needs due attention of professionals. Management of Trade Unions: We find trade union a protective organisation. In view of increasing political intervention, the trade unions need services of world class professionals. This is essential to strike a balance between the workers' and organisational interests. The conceptualisation of social marketing would help trade unions in removing the image problem.

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I REFERENCES I 1 . Jha, S.M

Education Marketing: Chapter 11 Services Marketing. Pp. 451- 493

2.

Lakshmi S

Innovations in Education; Sterling Publishers Private Limited. Pp. 1-13

3. Jha, S.M.,

Social Marketing; Revised Edition 2002 Education Marketing

4. Ninth Five Year Plan 5. Jha, S.M 6. Ibid

Nabhi's 2002 Hospital Management: Pp. 17-18 Aesthetic Management in Hospitals: Pp. 23-24

7. Ibid

Hospital Management:

8. Jha, S.M.

"Advertising Effectiveness in Social Marketing" Paper Presented at Marketing Education Group Conference, 1996. Glasgow University, Scotland.

9. Jha, S.M.

Political Marketing: Pp. 526-594 Chapter 13: Services Marketing.

10. Phillippe, J. Marrack

Political Communication: University of Luton Press EnglqJld 1994.

11. Bruce, I. Newman

Political Marketing: Sage Inc. 1999. Pp. 816

12. Times of India

"Blacklisted NGOs get more funds" Delhi 23/

13. Times of India

"Floating NGO is a Good Business". Times of India Report of CAPART. 23/1 0/01.

14. Bellur, V.V.

The American Red Cross: Awareness and Attitude Towards Its Programmes. Pp. 394-

10/01.

404. 15. Jha, S.M.

Social Marketing/Marketing Red Cross Himalaya Publishing House; New Edition, 2002.

I DISCUSSION QUESTIONS I 1. ~Educational institutions need a' change at all the three levels of offering educational aid primary, secondary and higher." Focus on the aspects requiring due attention of professionals. 2. "We find education marketing an important tool of managing the educational institutions provided the principles of social marketing are conceptualised." In the face of this statement, focus on the marketing of educational services. 3. "The Government hospitals and healthcare centres face the problem of managerial deficiency." In the light of this statement throw light on the managemen~ of hospitals and healthcare organisations efficacious of improving the quality of healthcare and medicare services.

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4. "The political parties need to conceptualize the holistic concept of management." Focus on your role as a professional. 5. "The NGOs particularly in the Indian setting are found mismanaged." Discuss. 6. "The Red Cross needs managerial proficiency to improve the quality of services offered by them to the victims of war and natural calamities." In the light of this statement discuss the facet necessitating professional excellence. 7: "The state supported police services are required to be managed professionally." In the face of this statement, focus on the role of a professional helping police department In bringing the derailed systems back on the rail.

ClOD

TOTAL QUALITY MANAGElViENT CONCEPT IN NON-PROFIT ORGANISATIONS CHAPTER OBJECTIVES

LEARNING OBJECTIVES The objective of this chapter is to sensitise the readers to the concept and ar>plication of Total Quality Management. Quality in Totality is to be made possible in the Non-profit Sector consisting of a number of organisations such as Educational Institutions, Hospitals and Healthcare Organisations, Political Organisations, Non-government Organisations (NGOs), Red Cross, Police Department and Trade Unions so that all the concerned facets of social transformation contribute significantly to the process of human capital formation. The motive is to strike a balance between social and organisational com~iderations.

Introduction • Total Quality Management - The Concept and Perception • TQM Concept for the Non-Profit Sector • Constituents of TQM • Practising TQM in Non-Profit Organisations • TQM in Educational Institutions • TQM in Hospitals and Healthcare Organisations • TQM in Political Organisation • TQM in Red Cross • TQM in NGOs • TQM in Police Services • Quality Philosophy in Non-profit Organisations • Summary • References • Discussion Questions.

3 INTRODUCTION Sky is the limit for perfection. Innovations make the ways for achieving perfection. Optimism plays an incremental role in generating excellence which is the result of perfection. Sooner or later, today or tomorrow, we are suitably rewarded for our excellence. An individual or an institution succeeds in thriving, if they don't fix any boundary for quality. If we proceed with the process of innovation, we get new avenues for devising new perception of quality. This is possible when we continue to be innovator and for that we have to promote research and development activities without any gap. "Quality in totality" is not to be possible unless the innovative efforts remain operational. Service q'uality is more a function of attitude than of technology most of us believe but now it appears just a myth. We don't find strong justifications in this assumption when we find the new generation of sophisticated technology engineering a sound base for the emergence of techniculture even in the services sector by contributing substantially to the process of improving quality. The educational institutions, making use of sophisticated technology and promoting techniculture, have established an edge over those working with the support of traditional technology, or promoting manual operation. We find hospitals and healthcare organisations promoting sophisticated technology and even robot culture in a position to offer world class medical services whereas those working/operating traditionally are laggin~far behind. The political parties the world over are now promoting techniculture and they have also been successful in establishing an edge over the parties working manually. Similarly, we have many instances to quote the instrumentality of techniculture in the services sector in getting and retaining number one position. It is against this background that we find the "Total Quality Management" concept· gravitating due attention of the policy makers and the boardrooms in almost all categories of organisations, either producing goods or generating services; either making profits or serving/working as a non-profit organisation. Of late, advanced and sophisticated technologies playa significant role in improving quality. Quality of people is also of considerable significance in improving the quality of goods or services. The educational institutions having world class faculty have established an edge over those working with the support of substandard faculty. If we find IITs and IIMs establishing an edge over others, it is significantly due to the"internationally acclaimed quality of faculty they have. Thus, we find the concept of New People Management assuming a place of significance in the development agenda of an organisation as this helps them in developing quality people found professionally-sound, personallycommitted and value-based. Since they find themselves efficacious of increasing the levels of efficiency with the support of dedicated and committed people, we find

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them at the top, specially in terms of devising and conceptual ising a new perception of quality. The inadequacy of supporting infrastructural facilities leads to degeneration of quality and therefore an organisation getting adequate infrastructural support establishes an edge. The power, transportation and communications, if found non-optimal to our requir-ements, affect our quality adversely. Besides, the quality of different types of inputs used in the process of generating services also plays an important role and for improving quality, we need to enrich the quality of inputs. The educational institutions having world class lab and library facilities and sophisticated information management have established an edge over those working/serving with poor lab and library facilities. The hospitals and healthcare organisations working and serving with the support of modern labs and libraries have been successful in promoting research and development activities and therefore they acquire world class excellence. The above facts make it clear that organisations, interested in devising a new perception of quality, need to improve the quality of all the components or constituents directly or indirectly contributing to the process of development and the process is to be kept on moving without any gap, failing which the rival firms/organisations get an opportunity to chase and overtake. The management' of technology vis-a-vis the management of people needs world class excellence to improve and maintain quality. The service generating organisations also have the responsibility of improving quality and particularly the non-profit organisations have to practise the same on a priority basis. Total Quality Management concept thus draws our attention on people, technology, quality control, research and development activities and supporting infrastructural facilities. An optimal aggregation of all of these in the face of evolving developments opens avenues for quality in totality. We can't deny the fact that in the process of developing ql.lality in addition to other aspects, we also find behavioural profile playing a significant role. Because we make strong advocacy in favour of quality in totality, it is significant that people serving non-profit organisations are not only professionally sound but they also have a high behavioural profile. If we find professionals and others well aware of behavioural management, they succeed in satisfying the users. Conversely, an organisation having indecent people invites a number of problems. Service quality satisfaction is the outcome of the resources and activities expanded to offer service. Quality can be split into "technical quality" and "functional quality," but here we talk about "quality in totality" and therefore our focus would be on both. Technical quality draws our attention on inventions and innovations in the field of technology while the Functional Quality gravitates our attention on improving the quality of services. It is significant here to mention that of late we find technology playing a significant role even in improving the quality of services; therefore the nonprofit organisations also need to pave the ways for the development of both the wings of generating quality, if they are interested in having quality in totality.

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TOTAL QUALITY MANAGEMENT -

THE CONCEPT AND PERCEPTION

The total quality management is a structured approach for consistent improvement. A total quality approach calls for perceiving carefully the expectations and grievances of customers/users identifying the levels of their needs, and expectations, adding value striving to meet their requirements, strengthening the quality culture and making a continuous, consistent approach to follow the cycle meticulously. The concept of total quality was coined by D.W. Deming of Japan and therefore he is the pioneer and main architect of the concept of total quality.1 Deming advocated that for survival in the market, quality consicousness is essential. Therefore, it is significant that organisations must channelise their endeavours in the direction of innovation of products, processes, improvement of existing products and of existing process. This will lead to cost-effectiveness, an acceleration in the rate of productivity, a reduction in price and thus a consistent increase in the number of satisfied group of users. World class excellence leads to world class services. There is no limit for quality generation. Optimism paves the ways for having world class goods or services. The innovators define and shape the perception of quality which determines the level of satisfaction. It is against this background that of late there is a race for chasing quality. This necessitates conceptualisation of the perception of Total Ouality Management (TOM). The TOM concept focuses our attention on managing everything; directly or indirectly instrumental in improving the quality of services that is proposed to be offered. Thus TOM is an innovative effort helping an organisation in reaching the number one position. It focuses our attention on the following: • Ouality is an aim at top position. • Sky is the limit for quality generation. • Best in the world applies to effective management of human resource/people. • The people serving an organisation are supposed to be problem solvers. • The people-orientation is an important consideration in quality upgradation • Performance-orientation draws our attention to developing personally-committed people. • The use of sophisticated technology injects new properties to the perception of quality. • Professional excellence is coiled in the essence of making the entire process of generating services cost-effective. • Innovative efforts are needed to enrich core and peripheral services. • The policymakers should have a positive attitude. The holistic concept of management has to be promoted essentially by the non-profit organisations. • The gap-between the services-promised and services-offered is to be bridged. • You 'need to offer even more than the promises.

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The above issues need priority attention because they are very much instrumental in making possible quality in totality based on the "Total Ouality Management Concept."

TOM CONCEPT FOR NON-PROFIT SECTOR We have gone through the conceptual aspect of Total Ouality Management. This gravitates our attention on making possible quality in totality. Of course, we find the concept to be effective even in the non-profit organisations. Therefore, we go through the problem of conceptualising and implementing TOM concept by them so that they, on the one hand, are found successful in improving the quality of services, while, on the other, also succeed in making the process of generating services cost-etfective so that services become affordable. Being a professional, you are well aware of the fact that all the non-profit organisations contribute substantially to the process of social transformation because they are supposed to playa positive role in improving the quality of human resource necessary for an acceleration in the rate of human capital formation. . If educational institutions are generating poor quality of services, if hospitals and healthcare organisations offer substandard services and not developing awareness, if political organisations are not well aware of the role they are supposed to play for formulating development-oriented and welfare-sensitive policies, the Non-government Organisations (NGOs) not evincing interests in promoting social interests, if the Red Cross is misusing funds collected in the names of victims of war or natural calamities, and if the Police Department is becoming defunct, the general public will suffer a lot which will reverse the cycle of social transformation. The effects of economic transformation, if not harnessed by weaker sections of the society will turnout as a barrier while promoting social transformation. So we find justifications for practising TOM concept in the non-profit organisations. Educational institutions have a responsibility of offering formal and informal education and they have to conceptualise total quality management concept. It is essential that they develop the quality of the faculty since only quality teachers will be successful in improving the quality of educational aid. Besides, they also need to enrich the quality of supporting infrastructural faciliti,es. Rich library and labs playa' decisive role in improving the quality of education. In addition, they also have to promote a new generation of technology for developing people. Thus, the multi-cornered efforts for upgrading quality will make them potentially sound to deliver goods to the society. The hospitals and healthcare organisations also offer services of sensitive nature occupying a significant place in the development of physique of an individual. The human resources not only need quality educational aid but they are also require to b~ physically sound. Health consciousness, nutritional awareness, and healthy living conditions help them significantly in the process of development. The concept of TOM is to be practised here and it is essential that they make use of sophisticated equipments and instruments and make provision for quality medical and para-medical personnel who will be professionally-sound, personally-committed and value-based. This neces·sitates

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consistent efforts for developing the quality of people by innovating the education and training facilities. They are also required to ensure that quality lab. and library facilities are available and today, we also realise the significance of internet services. The TOM concept will enable them in having quality in totality. Of late, political parties playa leading role in the formulation of policies. They represent the government as well as the opposition benches. The political leaders, workers, and volunteers try to project a positive image of respective parties. They manage election campaigns, organise opinion poll, publish election manifesto as well as their party news-letters and leaflets with the prime motto of promoting social interests. It is hoped that their economic transformation measures contribute significantly to the process of social transformation. This is possible only when they practise the TOM concept. The development and welfare policies of a government and their timehO.noured and cost-effective implementation determine the magnitude of success. The TOM concept, if practised in a right fashion will help political parties in formulating the time honoured policy. For having quality in totality, it is also necessary that an organisation has a well-developed and technology-driven information. system vis-avis a team of dedicated and committed party workers and volunteers. The identification of committed people is an important functional responsibility. If political parties have a sound information system well-supported by modern information and communication technology, if the quality people work as leaders, volunteers and workers, the task of qualitative transformation is considerably simplified and the TOM concept helps them in the process. The Non-government Organisations (NGOs) shoulder the responsibility of promoting social interests by intensifying development of backward regions and neglected people. Whatever the nature of projects are, development-oriented and welfare-sensitive, the concept of TOM is significant in helping them in the development process. By practising TOM, the NGOs will be in a position to study the feasibility of their projects. They can make use of technology helping them in improving the quality. Besides, they also will find it easier to employ or recruit quality people. They practise quality in totality concept which are successful in promoting social interests. The Indian Red Cross works as a national chapter of the International Red Cross. They bear the responsibility of protecting the interests of victims of natural calamities. Besides, they are also found responsible for promoting the interests of victims of war. For offering quality service, time honoured service, it is essential that the Red Cross is infra structurally sound and is well supported by a team of dedicated people. They need sophisticated information system for collecting of information. If we find them equipped with all the required facili.ties, they offer quality services. The state-supported Police Department also assumes a place of a great significance. Of late, they are infrastructurally poor. Besides, they also face the problem of inadequacy of quality placement. The police officers, even if they are dedicated, find it difficult to offer quality services to the society. The concept of TOM will help in streamlining police services. First, the police administration will be required to improve the quality

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of supporting infrastructural facilities and, thereafter, due attention will be on supplying to the po.licemen sophisticated· arms and advanced information network. Second, the quality of policemen will also be required'-to be improv~d .

Personnel Promotion Fig. 5.S Promotion Programming for Hospitals

These facts make it clear that as a manager you need to have to take strategic decisions to be result-oriented. Of late, this has become possible because we have professionally sound advertising personnel in addition to sophisticated communication technologies. The ultimate task before a hospital manager 'is to provide an effective promotional strategy that informs people successfully and playa dominating role in projecting a positive image of hospitals. In hospitals/Health care organisations, the word-of-mouth promotion or communication plays an outstanding role which is the result of a team-work, team-spirit and teamculture. The satisfied group of patients/users act like a hidden sales force. If quality health care services are made available to them and they are satisfied with the behaviour of the hospital personnel there, naturally when they communicate their experiences to the friends, relatives, spouse who if motivated, prefer to use the services of that hospital as and when the circumstances warrant. Thus, hospital or healthcare services depend on the instrumentality of a team. In Fig. 5.8 we find promotion programming for the healthcare services. These facts make it clear that almost all the constituents of promotion are instrumental but the word-of-mouth recommendations become more impact generating depending on the quality of services available to the users. The advertisement budget, public relations activities, tools of sales promotion instrumentality of personal promoters ~nd services of telemarketers will hardly motivate the users if they feel that quality healthcare services are not made available to them. It is against this background that while formulating a strategy for promotion, a healthcare manager is not required to formulate a non-optimal budget for promotion. In a true sense, the quality of services of hospitals or health care organisations proves to be a base and if you find the base weak even if the promotional efforts are innovative and technologically-supported,

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the results or the sensitising processes will not be effective. However, a hospital manager is required to think about promotion and to formulate a strategy for the same so that the patients come to know about the changing service and behavioural profile. In the sphere of healthcare education for generating mass awareness personal promotion occupies a place of outstanding significance and a hospital manager needs to show his/her professional excellence to sensitise th~ masses in the right directions.

Price mix: In the Indian perspective, where a number of persons are below the poverty line, formulation of a price mix is a challenging task. A hospital manager on the one hand bears the responsibility of making the healthcare services affordable while, on the other, they are also expected to open new vistas for the development of hospitals and healthcare organisations. Striking a balance between the two opposite considerations requires world class professional excellence. It is against this background that we study the problem of formulating a sound price mix for the healthcare services. Quality services need expensive inputs for which a hospital should be financially sound. Of late costs of inputs used in the process are found increasing very fast. The Government hospitals in general are facing financial crunch because they are neither given a free hand while formulating a fee strategy nor adequate financial grants are made available from the state exchequer. They are expected to improve the quality but at the same time also to bring down the costs. Thus, a hospital manager requires professional excellence so that hospitals/health care organisations can thrive significantly to cater to the increasing healthcare requirements of the society. It is in this context that we study the problem of formulating a sound price mix. The defined principles of social marketing make it ess.ential that hospitals and healthcare organisations are given an opportunity to thrive so that they enrich their potentials of bearing the social costs on account of free services to the poorest of the poor. It is against this background that modern hospitals need an innovative pricing strategy. The fee strategy for hospitals, private or public, should be income-based. The quality of services would remain the same but the fee structure would be linked to the income-structure. For this purpose, we need to classify the society into four subheads, viz., high-income group, medium-income group, low-income group and noincome group. In Fig. 5.9, we find a pricing/fee strategy for modern hospitals which would help them in generating finance from the internal sources. For a social institution like hospital, it is pertinent that we promote discriminatory pricing strategy, or what the traffic will bear or a pocked-friendly strategy. In the Indian context, we find it judicious because a majority of our population find it difficult to avail of the expensive services of private hospitals. We don't find any logic in regulating the pricing strategy of government hospitals more so when we are not in a position to provide to them the financial support they need to cater to the increasing healthcare requirements of the society. In Fig. 5.9, the fee strategy for hospitals makes it clear that four strategic decisions would be effective for the four different segments. At the very outset, we go through the problem of no-income group because specially in the.lndian setting; we find this

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segment not harnessing the bene.fits of development in almost all the areas. They are not in a position to pay because whatever they earn is inadequate even to meet their family requirements of food and shelter. Hence it is judicious that all of us who can afford partially or substantially contribute to the process by paying more proportionate to our incomes. The government hospitals as well as the private hospitals need a fresh look specially to subserve the interests of that segment. However, if we find a few of them even in that segment interested in contributing to the process of social transformation, we do not need to discourage them. Thi~ would be positive in two ways, first there would be a very nominal increase in" the revenue of hospitals and more important that a sense of participation will not

Free of Charge

Subsidised

ost + Deficit from 3

Cost

+ Deficit

Discriminatory Income-based Pocket-friendly Fee Strategy Fig. 5.9 Pricing/Fee Strategy for Hospitals

4

No Income Group. He/she is not in a position to earn and therefore the free of charge services would be made available to them.

3

Low Income Group. He/she earns something and therefore should pay a ininor portion of their income to the hospitals as fee.

2

Middle Income Group. He/she relatively earns more and therefore the fee structure for them would be enough to make up the losses on account of the low income group. High Income Group. He/she earns well and therefore the fee structure for them should be sufficient to make up the losses on account of no-income group.

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demoralise them on this account they are living or surviving at the cost of others. Of course there would not be any limit to the same and the psychological and situational factors would guide them. These facts make it clear that even from the internal sources, we find hospitals successful in making up the losses on account of concessional and subsidised services. So far as the development, expansion and modernisation programmes and in a few cases meeting the deficits are concerned, the grants, charity, donations would be helpful. We find rationale behind adopting such a strategy because even at the cost of all of us, the hospitals/healthcare organisations, private or government are required to be made available an opportunity to thrive and prosper so that qualitative and quantitative developments are possible to cater to the increasing healthcare requirements of society. We cannot move forward with the present ~trategy adopted by the Government hospitals. Place mix: In the healthcare services, place mix draws our attention on two important issues, viz., first, the location point for hospitals and secondly the process of offering the services. The location point for hospitals assumes a great signi.ficance because it is related to the time-honoured availability of services and the task is more complicated, if we find hospitals not located conveniently. Since the hospitals/emergency services are to be made available round-the-clock, it is important that the conveyance facilities are ea.sily available so that emergency or even general patients and attendants or visitors do not face problem. In addition to the convenient location, it is also important that hospital is not located at places found hazardous to health. If we find hospitals located close to the big industries or population not having a civic sense; a number of problems can crop up. In addition to the pollution problem, anti-social elements may create different types of problems. Of course, the hospital planners, architects and consultants will help you in arriving at a right conclusion but one thing that you need to remember is trouble-free location. Since the patients and attendants are also expected to stay for a long time, if hospitals do not make available the facilities of shopping complex, and if the location are very far the towns and cities, they may face complications.

Processing: Another dimension of marketing mix is related to the offering of healthcare services in a decent way. This drawn our attention to the behavioural profile of the personnel in general and the front-line-personnel in particular. Being a manager, you bear the responsibility of satisfying the users and if the personnel start misbehaving, there will be a gap between the services expected and services-offered. The personnel serving hospitals/healthcare organisations need not to forget that in addition to the quality of services, their behavioural patterns is also an important part of quality healthcare services. While offering or processing the services, they need to remember processing. A degeneration in the behavioural profile of hospital personnel requires the formulation of a separate mix for the processing of time-honoured services and decent behaviour.

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In the government hospitals we find the problem of misbehaviour by almost all the categories of per~onnel and it is against this background that the management experts feel the need to give due weightage to the processing of services. This draws our attention on the knowledge of behavioural management to the different echelons of management or other personnel. It is, of course, necessary that you offer to the patients the promised quality of services but. it does not mean that you are not aware of the terminologies, like "sympathy", "empathy", "humanity" etc. It is felt that an indepth knowledge of behavioural management to the hospital personnel will lead to decent behaviour. To be more specific the front-line-staff like receptionists, nurses, paramedical staff need to know about proper behaviour. This is due mainly to the fact that a number of services involve different categories of personnel and these are the points from where the process of service-degeneration starts. Of course, almost all categories of doctors are also required to know about behavioural management but we need to ensure that front-line-personnel working in the hospitals are decent. Particularly the personnel serving the government hospitals need to remember it because a large number of complaints are received against the behavioural profile of hospital personnel. This necessitates due weightage to the behavio,ural profile of the personnel and medical superintendent serving the government hospitals is given to educate and train them in the changing perspective. There are different points where We need attention, such as the cash counter, admission, registration, investigation reports and reception. It is important that the patients or attendants at the sensitive counters are given due treatment so that any distortion in the process of offering the services is removed. A hospital manager/superintendent is required to bridge the gap between the servicespromised or expected and services-offered and this is not possible unless a full team of hospital personnel coordinate with each other to provide good-patient care. . Thus, while going through the place mix, it is important that a hospital manager devotes his/her attention on ensuring that the services reach the patients. He/she bears the responsibility of ensuring that different departments and personnel working there are careful, and in addition to the professional excellence, they' also have the potentials to understand the changing behavioural profile of patients and attendants. Right processing, time-honoured processing, decent processing are some of the small things throwing significant impact on the level of efficiency of the personnel and satisfaction to the users and attendants. Here we need a fresh look on the processing of services. In the large-sized hospitals where local and outstation patients and attendants visit, it is essential that a hospital manager is particular about the influx of patients and the pressure on the outdoor and emergency services are minimised. In the specialised hospitals of excellence, patients from different parts of country or even from abroad arrive and so it is essential that overcrowding problem is taken care of intelligently. Increasing pressure on special category of hospitals makes it clear that there is a gap in the demand and supply positions of the hospital because the available facilities in the hospitals are not enough to cater to the increasing demand position. It is in this

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context that a hospital manager, while dealing with the problem of delivering the services to the ultimate users requires the support of a full team without which the services degenerate both at the micro and macro levels. There are cases where the location point for a particular hospital assumes significance. In addition to the comforts of patients and attendants, a hospital manager is also required to study the constraints ~nd difficulties before the hospital personnel specially while processing the services. There are a number of cases to prove that in the government hospitals, we find the problem of quality services and therefore a manager requires to ensure that quality is the most import~lnt aspect in the management of hospitals. But even if you improve the quality, and neglect the personnel, other constraints would influence the process. It is against this background that this mix of the marketing mix becomes significant. In view of this, it is right to conclude that place mix requires due care of a hospital manager. He/she requires right processing of services so that the patients are satisfied. It is your professional excellence that would again determine the magnitude of your success. People mix: Of late we find people mix is of special significance in almost all the organisations. In the healthcare services, we find people playing a leading role. There is no doubt in it that despite innovative bio-medical equipment, apparatus, instruments, machines and robot, the techniculture becomes ineffective in establishing work culture Wthe people working there lack professionalism. It is against this background that we find developing the excellence of people an important task before the management of almost all the organisations. In the formulation of a marketing mix, the role of people mix has gained significance because the top-level managers and the boardrooms based on their experiences have come to this conclusion that people serving an organisation need top priority attention on your development agenda. We need to educate, train and develop people in such a way that they are not only professionally-sound but even personally-committed because professional excellence carries no meaning, if we lack personal care in services. This is substantiated by the fact that despite doctors having the world class excellence, technocrats extraordinarily efficient, administrators exceptionally proficient, teachers well qualified and experienced, the results are almost all dismal, the level of efficiency coming down and the rate of productivity consistently declining due mainly to the fact that all of them lack personal commitment, ethics, values. This necessitates a fresh look, a new vision and an innovative strategy for the development of people. It is in this context that the concept of New People Management needs priority attention of the management experts. It is time-cycle that influences the nature and character of the developments and an individual or an institution not interested in conceptualising the same, suffers a lot. Change is a natural phenomenon. No one can stop the flow and change its directions. Hence it is wise that we keep our minds active, eyes open and do our best to forese!;} the developments to take place and innovate strategic decisions accordingly. We have sophisticated world class technologies, supporting infrastructural facilities,

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comforts-based buildings but the lowest level of efficiency. Like other organisations, we find hospitals and healthcare organisations also facing the identical problems. If we divert our attention on the level of performance of government hospitals, except a very few, by and large almost all of them present a disappointing result. The ultimate sufferers are the patients belonging to 'the poor segment because the private hospitals have been subserving the interests of those who can afford. Of course we appreciate the contributions of medical scientists who have made possible significant developments in the disciplines but their mission would remain unfulfilled if we find the poorest of the poor not harvesting the benefits of development in the world of medical sciences. Hospitals or healthcare organisations do not have a legitimate right of making profits and therefore the boardrooms or the policy makers are mainly influenced by the social considerations. The government as well as the private hospitals need to serve the patients with the same idea. Both of them need to find an equilibrium where timehonoured developments of hospitals and interests of stakeholders are given due weightage. The formulation of a sound people mix particularly for hospitals or healthcare organisations makes it essential that they have professionally-sound, personally-committed and value-based people who not only play a commanding role in accomplishing the organisational objectives but also contribute significantly to the fulfilment of organisational mission. The most important task before a hospital manager is to develop a healthy and harmonious relationship with the employees to create a family and friendly feeling, a sense of belonging in the minds of employees, a feeling that employees and managers share the same ideals. Thus in the face of degenerating level of efficiency in the hospitals and healthcare organisations, it is necessary that an organisation has people with special attributes who fulfil the organisational as well as the social interests. Since we face the problem of marketing the healthcare services, it is necessary that we make sincere and honest efforts to make available to the hospitals quality people and for this it is significant that a fair synchronisation of the social and organisational goals is made possible. This would help or inspire the hospital personnel to show personal-touch-in-service in addition to the professional excellence. We talk about world class excellence but it is not possible unless we find our incentive plans are competitive. A self-motivated manager bears the efficacy of making it a success. The hospitals or healthcare organisations have been facing numerous problems. They need to make possible good-patient-care. They need to bear a considerable amount of social costs. They need to achieve world class excellence. They need to assign an overriding priority to the satisfaction of patients and attendants. This makes it necessary that a self-motivated manager accepts the responsibility of building friendly, harmonious, value-based and inter and intra-departmental relationships. By doing that, he/she succeeds in making the environment at the work place instrumental in generating the level of efficiency. It is in this context that we strongly advocate in favour of developing quality hospital personnel who playa leading role in increasing the number of satisfied group of patients/users.

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A hospital manager faces a challenging task of making the process of generating and processing the cost-effective health care services so that the services are affordable even to the weaker sections of the society. Not only this, he/she also needs to make hospitals and healthcare organisations a centre of excellence which is very effective in promoting research and innovating the diagnostic and treatment measures to meet the multi-faceted challenges before the healthcare sector. So, in the changing social condition it is necessary that an innovative fee/pricing strategy is practiced so that the hospitals or healthcare organisations are in a position to enrich their potential of bearing the social costs. Of course, he/she bears the responsibility of enriching the quality of biomedical equipment, apparatus, instruments, machines, and infrastructural facilities but the important of all is the people that focus his/her attention on a priority basis. Unless we motivate people as per the international standards, it is difficult to achieve the world class excellence and unless we are globally competitive, our dream of becoming a leader would remain just a dream. In view of this, it is right to conclude that people mix of organisations in general and hospitals or healthcare organisations in particular need an overriding priority and in addition to a healthcare manager, the boardrooms or the policy makers also need an attitudinal change. Here management experts promoting- the new perception of "Quality People" require a fair blending of professional-excellence and personalcommitments.

Physical Attractions: There is nothing more appealing than a man with a sense of wit and fun. There is nothing more paying than an aesthete. With the growing influence of corporate culture in the process of socio-economic emancipation, there is a basic change in the perception of personality development. Of late, the leading global organisations have been assigning due weightage to physical attractions. 1o The subjective knowledge, no doubt, plays an important role in almost all the organisations but at the same time, the organisations also expect that their employees have a classic look, an attractive look. A look that generates a positive image; a look that creates distinction; a look that magnifies optimism and a look that conveys elegance. In a true sense, we find the appearance of employees conveying the image of the organisation where they work. Poor, repulsive and pessimism generating appearance creates a negative attitude about both the employees and the organisation. It is against this background that physical attractions occupy significance place in the marketing mix of modern organisations either producing goods or generating services; either working with the aim of generating profits or working to subserve social interestS. Like other organisations, the healthcare organisations also due weightage to this submix of the marketing mix. While going through the problem of hospitals or health care organisations, it is relevant that we view the problem differently. Of course, the dresses used by the hospital personnel indicate the culture of that institution. The professional requirements, situational limitations, circumstantial compulsion, cultural barriers are some of the important considerations influencing the nature and types of dresses used by them.

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It is quite natural that technocrats, corporate executives, cine artists, singers, doctors. and others are not supposed to have an identical dress code and therefore the dresses used by them would have an apparent variation. The main thing in the process is to look smart and active and influencing the attitudes of users/customers/patients/attendants in a positive manner. In a majority of the hospitals, we find uniform culture not getting due significance. Of course, we find a very few of the healthcare organisations considering it significant. This makes it essential that the policy makers, boardrooms, top-level managers, senior doctors assign an overriding priority to the uniform-culture. Of late, we promote techniculture, develop human resources in the face of evolving technologies but overlook or ignore uniform culture. The Industrial Psychologists are of the opinion that there is a close relation between dresses used by us and participation expected from us. Where the Security, Police, Air Hostess, Hotel Personnel wearing the uniform/ dresses made available to them here; a sense of participation is created and he/she finds himself/herself on duty and in action. Similarly, if we find doctors wearing uniform, nurses and other hospital personnel wearing dresses the look they have remind of their profession. Not only this, it is also significant that they are able to impress the patients attendants and others too. The behavioural profile of patients and attendants witness a dramatic change the moment they find doctors and nurses in uniform. So, it is essential that hospitals or healthcare organisations irrespective of gender, age or sectoral variation promote uniform culture to activate work culture. The hospital personnel on duty should attach great importance of the uniform culture because a sense of responsibility is automatically conveyed to the users. While promoting uniform code or culture, the main thing that should be taken care of is that the dresses (uniforms) used by the personnel are neat and clean, wellpressed and infection-free. A hospital or a healthcare manager is responsible to ensure that the linen used at different places should not cause any infection. It is in this context that laundry management gets an important place in hospital management. It is quite natural that the uniform supplied to the different categories of people should not create inconveniences rather should make the professional conditions proactive. Since you serve an organisation in which patients from diverse sections, groups, region. , cultural and family backgrounds come and stay for treatment, it is necessary that they form a positive opinion about the hospitals. It is not incorrect to mention that in a majority of the hospitals, uniform c'tulture is neglected and presently except nurses a very few of other staff wear uniform. Even if they use, we find them not well maintained. The laundry section of the hospital is ill-maintained and deficiently managed and a medical superintendent find it difficult to improve the working conditions. The patients coming to the hospitals develop a negative attitude that the hospitals are financially insolvent and they have no fund to supply uniform and maintain them. In addition, the patients and attendants find it difficult to identify the hospital personnel. So it is necessary that particularly in the government hospitals, an attitudinal change is significant. The Private hospitals have been giving due weightage to the uniform culture.

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Since you serve an organisation promoting healthcare, educating and informing the pUblic; it is essential that different categories of employees working there do not provoke to comment adversely about the different dimensions of physical attractions. Your dresses, physique, hair style, facial expression has significant impact on the behavioural profile of the patients, attendants and visitors. So it is essential that you are particular for the management of physical attraction and in promoting the same in the hospitals. These facts make it clear that a hospital manager needs to treat Physical Attractions as a submix of the marketing mix where attractions carry some sensible meaning. Of course your core services generate attractions; your peripheral services create additional attractions but we find physical attractions linked to both. We talk about the high performer, a super performer and this makes it necessary that aJI the dimensions are given a fresh look, a new vision, and an innovative treatment so that the uniqueness proposition leads to establishment of distinction in almost all the areas. It is against this background that we feel the need for including this submix of the marketing mix even in the hospitals arrd healthcare organisations. Unless you generate additional attractions, and unless you differentiate yourself, and your hospitals, the customers/patients would not be encouraged. Of course, we find quality of healthcare . services motivating them significantly but when you offer quality healthcare services and in addition also make sincere efforts to generate additional attractions, the task of exceiling competition; and of establishing leadership would be fulfilled satisfactorily. These facts make it clear that physical attractions need to be incorporated in the marketing mix of hospitals. Strategic marketing: Increasing population, polluting environment, contaminated food and water, high rate of illiteracy, radiation caused by scienti!ic inventions and innovations, use of plastic and glass materials are some of the new developments of course slowly but surely have been laying a strong foundation for the development of a number of diseases. In addition, the cultural-pollution, irresponsible sexual behaviour, drug addiction, increasing use of tobacco, craze for "Gutka" in the new generation are additional developments very much instrumental in aggravating the magnitude of the problem. On the other hand, the negligent attitude of the government to the health sector, inadequate support of public at large, delay in the process of conceptualising marketing in the healthcare services, increasing insensitivity among the masses to the healthcare services, degenerating work culture and falling rate of productivity of hospitals and healthcare organisations are fuelling the process of negative developments. Private hospitals are growing because they assign due weightage to the concept of modern marketing but so far as government hospitals are concerned, we find the picture very gloomy. The demand side is increasing fast while the supply position is facing qualitative-cum-quantitative degeneration. These facts make it essential that the policy makers, boardrooms, medical scientists, doctors, managerial staff make sincere efforts to find out appropriate solutions so tl--:31 the dealing healthcare systems are set right. 11 It is against this background that we need an innovative marketing strategy.

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During the yester decades, the contours of development have undergone radical changes in almost all the areas. The scientific advancements have led to a structural change in all the important areas of socio-economic transformation. If we look at the healthcare sector, the achievements appear very disappointil!g. India was one of the pioneers in health service planning with focus on primary healthcare. In 1946, the Health Survey and Development Committee headed by Shri Joseph Bhore recommended establishment of a well-structured and comprehensive health service with a sound primary healthcare infrastructure. This report not only provided a historical background to the development of a public health system but also laid down the blueprint of subsequent health planning and development in independent India. At the time of Independence, the national healthcare infrastructure was mainly. urban based and clinically promoted. The hospitals and clinics provided curative care to patients who came to them. The reachout of the rural healthcare services was very limited. Gradually, we started development plans and during the last Five Year Plans, a number of steps were taken to improve qualitative-cum-quantitative developments. Improvement in coverage and quality of healthcare and implementation of disease control programmes resulted in steep decline in the Crude Death Rate (CDR) from 25.1 in 1951 to almost 9.0 and we expect even a further decline in the coming years. Life expectancy rose from 32 years in 1947 to almost 62 years now and the female life expectancy even higher than the male. Morbidity due to non-communicable diseases is showing a progressive increase because of increasing longevity and a change in the life style. Morbidity due to common communicable diseases and nutritionrelated diseases continue to be high. There is no doubt that India today has a vast network of governmental voluntary and private health infrastructure manned by a large number of medical and para-medical personnel. Despite a number of positive developments in the healthcare sector, we find the masses not getting even the basic healthcare facilities then what to talk of the world class services. We find a persistent gap in manpower and infrastructure especially in the primary healthcare services. Inadequacy of supporting infrastructural facilities, poor referral services, inadequacy of almost all categories of the hospital personnel, inadequacy of sophisticated bio-medical equipment, apparatus, instruments, machines and technicians and engineers, massive inter-state and inter-district differences in the levels of performance, lack of inter-sectoral coordination, increasing dual disease burden, communicable and non-communicable diseases are some of the constraints standing as a major barrier while developing the healthcare services. Of course, the state governments have been investing huge funds for the government hospitals but the level of efficiency is coming down. Even if they have bio-medical equipment of world class, we find them of no use. On the one hand, the government hospitals complain about the inadequacy of personnel while, on the other, we find them practising in the private clinics. Financial support by the government is steadily falling. The government hospitals do not have the freedom of generating revenue. Charities and donations are decreasing and ultimately we find them facing a financial

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crunch. The potentials of hospitals are decreasing whereas the requirements for healthcare services are increasing. The ultimate and the worst sufferers are the weaker sections of the society because the affluent sections get world class healthcare services provided by the private hospitals. It is in this context that we find strategic marketing impactgenerating since innovative strategic decisions will lead to quantitative and qualitative developments. Present century leads the next century. We have a long-run target of having a healthier 21 st century and a short-run target of improving the quality of health care services. The hospitals today are responsible for protecting, and serving the human resources considered as precious endowment. The formation of human capital is sizeably influenced by the development of healthcare services. In the modern Indian society, marketing of healthcare services is difficult because a .majority of us feel that it is the sole responsibility of government to promote the healthcare services. To improve the quality of diagnostic, curative and other services the hospitals need to implement a number of capital-intensive projects in addition to the development of different types of infrastructural facilities. The heads of investment in a majority of the cases lead to qualitative improvements. At this juncture, we need to formulate a new strategy for the healthcare organisations. These facts bear a staunch testimony to the proposition that despite innovative and strategic decisions, a marketer is expected to meet his/her professional requirements. The government exchequer finds it difficult to finance the students related to the education, training and research programmes. This draws our attention to some of the sensitive areas mentioned below. We, have to reiterate that the hospitals or the healthcare organisations bear the managerial responsibility of bringing the detailed healthcare system back on the track. Since we talk about formulating strategic marketing, it is essential that we assign due weightage to the following suggestions so that the innovative strategic decisions prove successful. • Orchestrating the marketing resources: Tailoring of marketing resources according to an action plan so that the marketing mixes proves to be proactive is known as strategic marketing. The fact makes it clear that the demand position is' to increase and in addition, the disease profile would also be more hazardous. The hospital planners, architects, consultants, top-level doctors, top-level managers and the boardrooms or the government policy makers would have to change their attitudes and the line of action. They need to identify the thrust areas and to develop the marketing inputs accordingly so that the government and private hospitals are in a position to cater to the increasing health requirements. This requires qualitative as well as quantitative improvements in the healthcare sector of the country . • General and special hospitals need quantitative transformation: In view of the increasing health care requirements of society, it is essential that we bring a substantial increase in the number of both the categories of hospitals, viz., General and Speciality. In almost all the state capitals, a large-sized general hospital is to be started and in the selected towns and cities or even in the easily accessible suburbs and rural areas,

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a nu'mber of speciality hospitals either based on the nature of disease or on the. organism of body are to be set up. These would-be government supported hospitals where cost-based, free-of-charge, concessional or even surplus-generating fee structure would be worked out. The hospitals would be well equipped with the sophisticated technologies and a team of committed and professionally-sound medical and para-medical personnel would be available. Modern management-orientation would get top priority anct'different echelons of management would have the responsibility of developing them as a centre of excellence in their discipline. In the rural sector, the primary health care centres would be restructured and the concept of referral hospital would be rejuvenated. There would be a close link between the primary healthcare centres and the referral hospitals and speciality cases would be referred either to the general hospitals or to the speciality hospitals as the circumstances warrant. These hospitals would be in addition to the existing strength of hospitals and therefore we can expect a big increase in the potentials of healthcare organisations to meet the increasing healthcare requirements of the society. A Special He.alth Care Fund would be created for which the State Governments, Union Government and public at large would make financial contributions in the face of their levels of income. It is important to mention that the corporate sector would also contribute as a Corporate Citizen in tune with the defined principles of Social Marketing.

The existing hospitals need qualitative transformation: By and large almost all the governm'ent hospitals are in a state of disarray. They have been facing 'the problem of financial crunch and so, financially bankrupt. And, naturally we find bankruptcy at almost all the levels. The traditional technologies and traditional management orientation has been found in the reverse gear. It is essential that a special task force is set-upto overhaul them. The management-orientation, upgradation of bio-medical equipment, apparatus, instruments, availability of uninterrupted supporting infrastructural facilities, screening of the performance of almost all categories of medical and para-medical personnel, performance-based incentive plans need due attention of the policy makers. While dealing with the problems of government hospitals, it is natural that the Health Department of the state government takes keen interest in the process of overhauling. So far as the financial requirements are concerned, the Union Government would be required to offer a matching grant. In addition, the global bodies taking part in the process would also be approached. An important task before the government would be to make possible one hundred per cent fair use of the financial resources . • Private hospitals to be promoted: In this context, it is also essential that we promote the private hospitals. This means that formulation of policy decisions should be given due weightage in this context. Since we make a strong advocacy in favour of the bearing of social costs even by the private hospitals, it is necessary that they are offered special incentives for the development of such .hospitals. It is necessary that we promote the corporate sector for the opening of new hospitals in the vulnerable areas of the country. Here, we need to stress a sense of co-ordination and cooperation between the government and private hospitals, specially to face the challenges caused

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by natural calamities or epidemics, immunisation and vaccination programmes. We agree with this view that in terms of infrastructural facilities and quality of apparatus and equipment, we find private hospitals in general having an edge over the government hospitals and this is mainly on account of their management orientation which they practise on a priority basis. Of course in terms of the quality of medical and paramedical "personnel, we find government hospitals having an upper hand but this is not due to special incentives they get there but because of the well established image of a few of the government hospitals and institutes. The government policy makers are required to study the problems of private hospitals and help them to solve the same. When they need to import bio-medical equipment of world class which are not available in the domestic markets, and when they need multi-faceted facilities, the government should come forward to help them. When they need financial support, the public sector commercial banks and other financial institutions should offer credit facilities on the reasonable terms and conditions. The supply of infrastructural facilities like power, water, communications should be ensured. The law and order problems and the safety and security measures need due support of government. The concept of small private clinics is to be given a shape so that they do not face problem. It is to be ensured that whatever fee they charge is fair according to the quality of the services they offer. At the initial stage, they need concessional services of infrastructural industries. Thus we need to promote the private hospitals so that they develop and prosper and increase their potentials of bearing the social costs. In Andhra Pradesh, Maharashtra, Gujarat and Kerala; the Private hospitals have been flourishing. It is a lesson for other states because the Government hospitals are not able to cater to the increasing healthcare requirements . • Government and private hospitals need to promote social advertising: Since we talk about management bf hospitals on the basis of the defined principles of social marketing, it is necessary that public as well as private hospitals both of them take keen interest in social advertising. By social advertising, our focus is on promoting social interests, viz., advertisements related to family welfare, child care immunisation, noise pollution, water contamination, irresponsible sexual behaviour, food habits, drug addition, liquor consumption, use of tobacco or so. The messages related to the aforesaid problems would prevent health problems. Since different categories of patients and attendants are coming to the hospitals in large numbers from different parts of the country or even from abroad, the advertisement slogans and messages should be made creative and effective.

Whatever ;,ou expect from others, you should also need to fulfil the exceptions of others. You expect that corporate citizen should promote the healthcare sector by extending to you the financial support and similarly, the society also expects that you promote and subserve their interests by inculcating mass awareness. The slogans related to social advertising would be efficacious in fulfilling or meeting the expectations of public at large. Besides, the society would be benefited considerably because a number of social problems would successfully be solved if the messages of social advertising become effective in sensitising and motivating the society.

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• Injecting needs for techniculture: Except a very few, we find almost all the hospitals, private or government, creating healthcare services with the help of traditional technologies. The latest developments in the medical sciences have been successful in innovating bio-medical equipment, apparatus, instruments, and, in addition, the information technology has been adding, new dimension by innovating the diagnostic and treatment prooess. The patients are benefited because of authentic and quick diagnosis and the doctors are benefited by minimising the time gap between initiating investigations and coming to a final conclusion. It is against this background that we should try to promote techniculture which focuses our attention on aggravating the temptation for the new generation of medical technologies. Not only the government hospitals but even the private hospitals should promote the same to meet the increasing levels of expectations of users. Since we advocate strongly in favour of quality in totality; it is the prime responsibility of a few of the leading hospitals of the country like Escorts Heart Institute, Delhi. AIIMS, Delhi, Institute of Reproductive Medicine, Calcutta. Tata Memorial, Mumbai. NIMHANS, Bangalore and Shankar Nethralaya, Chennai to educate and persuade new as well as the old hospitals to promote technologies. • Creativity in health care communication: A large number of diseases has been spreading like a wild fire in the present society, are self-generated. Since we find a majority of the population illiterate and unaware of wrong food habits, consumption of contaminated water, generation of noise and atmospheric pollution, drug addiction, family planning, early and late marriages, consumption of liquor, use of tobacco, irresponsible sexual behaviour invite a number of health problems. Hence, we talk about healthcare awareness. Even today, a majority of the hospitals have not given due weightage to the preventive services. It is the responsibility ot' all categories of hospitals to accept this vital social responsibility of creating mass awareness so that the health problems are considerably minimised. Since you as an expert knows well about the instrumentality of creative messages and slogans in creating mass awareness, the slogans related to social advertising should be made creative. Of course media have remained instrumental in the process but the messages and campaigns promoted by the doctors and hospital managers will have a greater impact. • Vaccination culture to be promoted: In view o(the emerging health problems, it is also significant that hospitals in general promote vaccina'i:ion culture. Vaccines are the most cost-effective agents for controlling communicable diseases. Here, a revolution is needed on the vaccinology front. The immunisation programme will benefit the society in many ways. A reduction in the infant mortality rate is the result of child immunisation. The Universal Immunisation Programme (UIP) is aimed at a healthier 21 st century. This can certainly be achieved if the government and the core and para-medical personnel are actively involved in the immunisation programme. An aggressive marketing strategy is needed to make the immunisation programme a grand success. We are witnessing the positive results of Pulse Polio Programme and expect that in the near future, we also promote the Vaccination Programme for Hepatitis B. Tuberculosis is a major killer

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disease and in India about half a million people are dying of this disease every year. Of course, we have vaccine like BCG in the immunisation programme but it is not so' effective against Pulmonary Tuberculosis. It is essential that we develop more effective medicines against tuberculosis. Cholera is still around and often appears as an epidemic. The old cholera vaccine is no longer used. Typhoid is another problem needs an antigen to counter this problem. Since we are studying the managerial problem, we should focus on the managerial lapses that we find in the process. Of course we are making efforts to promote immunisation programme but the vulnerable segments of the society specially the rural population have not been given due weightage. Thus, it is our prime responsibility to constitute a special task force for the benefit of the rural segment. • Yoga and pranayam need to be promoted: Of late even the medically developed countries of the West have realised the significance of "Yoga" and "Pranayam" in countering a number of health problems. The revived interest in Yoga is a welcome the world over. We find Yoga a beneficial and an elegant way of regulating and exercising the mind, the brain, the respiration and other vital functions. Proper Yoga can give us a feeling of well-being in the system which no drug can provide. So, we strongly advocate in favour of Yoga. The hospitals of all categories can successfully create awareness and interest in yoga among the masses. The involvement or participation of doctors in generating interest among the masses would benefit the society in different ways. To be more specific the poor rural society right now face a number of difficult health problem~ and they can substantially benefit if they realise and practice yoga as part of their health management programme. • Herb products to be promoted: In view of the increasing health problem, it is natural that we promote use of herbal products and create mass awareness regarding their efficacy in the treatment of a number of ailments and promote the cultivation of Jj'lants having medicinal value. In the Indian society where the masses find it difficult to buy the expensive medicines, it is essential that the hospitals and healthcare' organisations shoulder responsibility of promoting herb-based medicines and cosmetics.

Hence, it is right to claim that to cater to the increasing healthcare or medicare requirements of the society, the healthcare organisations must activate qualitativecum-quantitative measures. A gap between the demand and supply is to be bridged on a priority basis and this requires public participation. • An Overriding priority to the quality system: While discussing about quality in totality for marketing the healthcare services nationally and internationally, we should focus on developing quality system essential in meeting the quality objectives. It also helps in satisfying the internal managerial needs of hospitals and healthcare organisations. It is found broader than the requirements of a particular patient who for satisfaction only evaluates the relevant part of the system, such as the curative services made available to him/her. We find quality in totality a salient feature of an entity that depends on its ability to satisfy stated and implied needs. So it is essential that hospitals or healthcare organisations know about the quality policy as formally expressed qy the policy makers or the boardrooms.

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For maintaining quality, we find quality management essential in which all the activities of the overall management functions concentrate on quality policy. We find operational techniques and factors influencing or degenerating quality and therefore should get due weightage. These things help in shaping quality assurance which proves to be an important constituent to evaluate the performance because a gap between the quality-promised and quality-offered will dissatisfy the patients and attendants. Thus, it is significant that a healthcare manager for marketing the services in the future realises the right meaning of quality because any mistake committed in the process would lead to the marketing disaster. All the activities influencing quality are to be managed properly .. Product Design and Development Buildings, Wards, OTS, ICU Modifying the Services in Stages

Process Planning and Development . Latest Developments in the Medical Sciences

Post-treatment Services Careful Observation

Purchase of Hospital Materials

Technical Assistance and Servicing, Maintenance

Provision of Service, Innovative Service Mix

Installation and Commissioning of Equipment, Machines

Verification Testing the Services

Sales and Distribution Processing of ~"""P\ Services Packaging and Storage

Fig. 5.10 Activities Influencing Quality Adapted from: Quality Management Systems, UNCTAD/WTO/lSO, p.13 .

• Behavioural management to be improved: In addition to the world class healthcare . services, it is also essential that the hospital personnel improve their behavioural profile to minimise the gap between the services-promised and service-offered and also promotes, decency in processing. The hospital-personnel in general need to show sympathy to the patients and attendants and in addition also to show empathy. This makes it essential that the behavioural profile of hospital personnel gets due weightage which needs restructuring of training and development programmes. With the inc,reasing level of expectations of users, the hospital personnel need to improve their behavioural profile.

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• Uniform culture to be promoted: To give a fresh look to the personality of hospital personnel, it is necessary that the hospital manager thinks of promoting the uniform culture. It should be made compulsory that all the personnel wear the uniform supplied to them by the institutions. It should be ensured that the dresses are neat and clean and infection-free. The linen supplied by the hospitals should be washed, dried and pressed properly to counter the problem of infection. Sometimes we find senior doctors not wearing and in this case also the dresses they wear should be neat and clean and well pressed. Your look generates positive or negative image of hospitals and it is essential that you are very careful to the uniform or dress culture to promote physical attractions. • Social costs to be made optimal: To improve the finances of hospitals, it is necessary that we make the social costs proportionate to the potentials of hospitals. The social costs are the losses on account of concessional or subsidised or free services available to the poor segments of the society. Government hospitals are generally facing problem of paucity of funds which make them financially insolvent. Of course, the poor sections need due care but it is not meant that in all the cases and for all the purposes, we promote free or subsidised services. A basic change in the pricing policy is imperative. The private hospitals also need to promote the concessional or subsidised services because they have to contribute to the process of subserving the social or public interests optimally. • Concept of rural urbanisation to be promoted: Strategic marketing makes it essential that for the development of new hospitals both in the private and public sectors, the concept of rural urbanisation is to be promoted. This means opening and developing new hospitals in the rural areas or in the suburbs so that even the rural segment is benefited by the new developments in the field of medical sciences. If we develop big, specialised hospitals close to the villages or suburbs, the development of backward regions would be possible since a number of patients and attendants coming to the hospitals for treatment will include all the segments of the population. The multiplier effects would be found effective and a number of development centres would start functioning. But in this context, it is important that we locate hospitals at places easily accessible round the year. These strategic decisions would bring multidimensional improvements in the workings of hospitals or healthcare organisations. The patients would get quality healthcare services, the hospital personnel would be motivated and the hospitals would thrive leading to the developments in the medical sciences. • Changing role of Marketing Professionals: The marketing professionals also bear the responsibility of satisfying the users of hospitals and healthcare organisations. Professional excellence bears the efficacy of bringing the derailed healthcare system on the rail. We can't negate that despite intense pressure on the state exchequer, the masses have failed to avail even of the minimum healthcare and medicare services for their survival. It is, of course, a sore spot on the social systems where the government has the responsibility of making available each one of us at least the basic healthcare

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devices. The government hospitals and healthcare centres, in a majority of cases, are in a poor shape. They face the problem of paucity of fund in addition to the professional deficiency. The infrastructural constraints, mismanagement of even expensive bio-medical equipments, inadequacy of dedicated and committed medical and paramedical personnel, increasing insensitivity among masses are some of the critical problems which requires due attention of the government policy makers and hospital professionals. Managing a non-profit organisation is, no doubt, a difficult task. It requires world class professional excellence. The mission is to make the society fully aware of the medicare and healthcare problems so that they maintain a sound health. In this age of information and communication technology, the professionals can do it. In this context, they bear twin responsibilities; first, offering quality medicare and healthcare services, and secondly sensitising the masses to health problems. The hospitals and healthcare centres have to accept both the responsibilities with the support and cooperation of marketing professionals. Paving the way for the generation of finance from the internal sources, mobilising donors, developing medical and paramedical personnel, minimising the problem of infrastructural constraint, promoting a rational fee structure based on the paying capacity of the masses, soliciting the cooperation of affluent sections of the society and national and global bodies for financial and other support, developing research activities, orchestrating formal and informal education, making healthcare information system technology-driven, segmenting and understanding the needs and requirements of patients and attendants, showing a personal and human touch in the process of offering the services, promoting value system by strengthening the process of value-engineering are some of prescriptions to be effective to bring the derailed healthcare system on the'track. The professionals based on world-class expertise may help medical and paramedical personnel in different ways. A majority of the government hospitals and health care centres present a deserted look but the private clinics are found overcrowded. Increasing the influx of users is an important functional responsibility before the marketing professionals which will not be possible unless they get due cooperation of medical and paramedical personnel. Making possible cost ,economy and improving the quality of services are the two opposite considerations which require world-class professional excellence. Regulating the unproductive expenses and soliciting the cooperation of medicare and healthcare personnel need due attention of the professionals. The aim is to increase the number of satisfied group of users which will not be possible unless the users get time-honoured and cost-effective services. In addition to the supporting infrastructural facilities, the marketing professionals will also have to motivate the people serving hospitals and health centres. It is essential that professionals pave the way for the mobilisation of internal resources. The doctors and paramedical personnel in addition to expertise they have in the field of medical sciences also need to enrich their behavioural profile. They are expected to be aware

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of sympathy and empathy. The motive is t6 minimise the recovery period and for that the ailing patients need something more than just medicare. If the doctors do not realise the instrumentality of human-touch and personal-touch in service, the task of professionals will be made much more complicated. It is really amazing that the same doctor using soft and sweet words in his/her private clinic, acts rough and become aggressive when he/she works in the government hospital. An attitudinal change is significant and that is a matter of self-realisation, temptation to value system and professional commitments. The most important task before the marketing professionals is to understand the changing needs of the patients, because, failing this, the task of orchestrating the marketing resources will be diffjcult. The healthcare information system requires due attention so that they become aware of the emerging problems. They need to bridge, the gap between the services-promised and services of.fered. For this, they need to identify the personnel/people instrumental in delaying the process or distorting the quality. The public expect at least the minimum medicare and healthcare devices and, therefore, if the hospitals and healthcare centres work with a sense of dedication and commitment, the existing gap will conveniently be bridged. Mobilising the donors is an important functional responsibility before the marketing professionals and in this process they need the support of the information system. Both from the individual and corporate segments, they have to influence and motivate the donors and potential donors for charities. Besides, they also need to identify the national and global welfare organisations for financial or infrastructural support. A rational fee structure is to be promoted in which the affluent segment should compensate the losses on account of the offerings of subsidised or cost-free medicare services made available to the poorest of the poor or the weaker sections. It is to be ensured that grants received from the government are used for productive purposes. The wastage of materials either in the process of offering or storing are to be regulated. The cases of theft and mandays lost are also to be minimised. In addition, the marketing professionals also need to sensitise the public to the health problems. They need to develop an awareness of nutritional food, potable water, sanitation services, waste management, immunisation and vaccination culture and innovative health care communication system. On the one hand, the doctors need to sensitise the public and, on the other, the marketing professionals should also shoulder the responsibility of developing general awareness. Creativity becomes essential in the entire process of sensitisation and the professionals by resorting to effective advertisement and publicity measures can make it possible. The slogans, posters, messages related to medicare and healthcare services will make the process of developing general awareness quite effective. In this age of technology, they are also supposed to use innovative devices for promotion. The communicative ability of professionals will activate the pace of sensitisation. The people serving an organisatIOn contnbuLe significantly to the entire process of development. The medical and pari:lrlH.:dical personnel Clnri professionals need to

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be professionally-sound, value-based and personally committed. It is not only necessary that doctors know about the treatment method, it is equally important that they also know about humanity and human values. They need to work with an avowed mission of serving the patients by being punctual, sincere, value-based and personally committed. The rural areas of the country present a very gloomy picture and therefore we not only need to post doctors and para-medical personnel in the villages but also to ensure that they actually stay there. A number of problems can be solved when they are on spot. The health problem ef women and children need an intensive care, particularly in the rural segment. The supply of safe drinking water is to be properly channelised and the administration has to do it on a priority basis. The vaccination culture is to be promoted and for this purpose, the health care communication system is to be made much more creative. The cases of epidemics and natural calamities need to attract the special attention of the professionals. The behavioural profile of medical and paramedical personnel has to be improved and for the same the professionals need to be aware of the changing levels of expectations of the users. Since we work with the mission of serving the society, it is essential that our efforts are productive. The rural health centres need a direct link with the hospitals located in the towns and cities. This focuses our attention on the promotion of referral hospitals. The corporate sector and socia,1 weifare organisations also bear the responsibility of improving the quality of services by developing the potentials of hospitals and he'althcare centres. They can do it by offering donations and charities but the professionals need to make it sure that current misuse of funds is checked. The above facts make it clear that in the face of emerging challenges and evolving developments in the field of medical sciences, the public has developed their expectations and the professionals would not get a positive response unless they act as a marketer. The moment professionals, medical and paramedical personnel start working with a team spirit, the team culture is possible, leading to an improvements in the work culture. The level of efficiency would thus be increased and the medicare and healthcare centres would be in a position to serve and subserve social interests. The team and 'work culture will lead to quality culture promoting quality philosophy needed by all the healthcare centres working in the public and private sectors. The Indian healthcare industry thus will get right directions for development and prosperity. The charitable trusts gravitate our due attention because we find a number of individuals and corporations willing to make donations provided the marketing professionals inform, sense, sensitise and persuade them to the emerging social problems. The prime thing is persuasion and the professionals with world-class excellence can help in this direction. We don't find anything wrong in soliciting the cooperation of the society for whom the services are meant. If the donors and potential donors are satisfied with the performance of hospitals and healthcare centres, a majority of us will start evincing keen interests in the process. The pressure on state exchequer will considerably'

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be minimised, if we identify the sensitive sements and promote healthcare facilities preferably in the villages where the masses even now are deprived of the benefits in the field of medical sciences. Besides, the corporate sector has to come forward to promote big hospitals nearer to rural areas so that these areas get an opportunity to develop the base of the rural economy. Potentially sound organisations would be financially sound to bear the social costs. If at the initial state of developrnent, we concentrate on making them potentially rich, at the subsequent stages they 'Nill bear the social burdens even without inviting financial crunch, The modern hospitals depend on expensive inputs, so we have to try our best to improve their financial health. If make them financially viable, the quality of services will improve and both the rural and urban segments will extend to them the best possible cooperation. The government hospitals also need a structural change. The government policy makers have to devise ways for the development of hospitals and health centres of late found in a sorry state of affairs. It is high time that we think over the problem on a priority basis. In the context of medicare and healthcare services, the most important thing is competence ..;f doctors. If the medical and paramedical personnel are of world class, many problems will be solved automatically. In the process of quality addition, we find instrumentality of a number of factors such as adequacy of infrastructural facilities, cleanliness and management of waste, attention to patients and attendants, behavioural profile of medical and paramedical personnel, aesthetic sense and so on. To promote quality in totality, it is necessary that hospitals and healthcare centres do their best to promote quality for that synchronise all the constituents to be effective in improving quality. Total Quality Management concept is also to be conceptualised by the medicare and healthcare organisations. The performance of the leading hospitals of the country, are based on some of the parameters. Escorts Heart Institute, New Delhi (Cardiology), AIIMS, New Delhi (Gastrenterology), Institute of Reproductive Medicine, Calcutta (Infertility), Tata Memorial, Mumbai (Cancer), NIMHANS Bangalore (Mental Health) and Sankara Nethralaya, Chennai (Eye Disorders) all of them are known for the world-class services, they offer and we find them star performers. It is high time that these internationally acclaimed hospitals make sincere efforts to increase the number of world-class hospitals. In addition, it is also necessary that institutions promoting education and training facilities in the field of medical sciences learn about the Total Quality Concept and develop medical personal accordingly. A few selected names are AIIMS, New Delhi, Kasturba Medical College, Manipal, Maulana Azad Medical College, Delhi, Osmania Medical College, Hyderabad, Madras Medical College, Chennai, AAFMC, Pune, and the Christian Medical College, Vellur may help them while developing quality culture. It is essential that from the very commencement of education and training processes, the students come to know about the changing perception of quality in the field of medical scienc"es. These facts make it abundantly clear that a majority of the hospitals in India are in poor condition and to improve their quality all the elements of Total Quality need

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due care. In addition to the medicare services, the healthcare services also need due attention as a number of problems of medicare will automatically to be solved, if the healthcare measures promote creative healthcare communications. The healthcare centres in general, and the rural healthcare centres in particular need priority attention because in the rural areas the people are totally unaware of the health problems though on account of this gap, they are prone to a number of diseases. They don't know the sensitivity of sanitation facilities, immunisation and vaccination, nutritional awareness, civic and aesthetic sense, potable water, child marriage and maternity problems in improving the quality of health and even the small problems turn into major ones.This necessitates creative promotional measures for which sophisticated media and the world-class marketing professionals are needed. The doctors also need to evince interests in promoting healthcare communication to minimise the pressure on hospitals. In this context, we find Health Information of System to be very much instrumental in sensitising the masses. Since we have satellite facilities, the communication and information technology can be made much more effective. The print, broadcast and telecast media need due attention on promotion of healthcare measures. We have set a target of "Health for All by 2005" but the target will remain only on paper unless the services get a multi-dimensional support. On account of demographic pressure, the demand-side becomes non-optimal. Hence we also need to act.ivate the process of quantitative transformation. India continues to lag behind in healthcare services for more than half a century even after independence. The population-tobed ratio in India is one bed per 1000 whereas the World Health Organisation (WHO) norm is one bed per 300. Since the family welfare measures are not proactive to strike a balance in demography, we have no option but to improve the supply-position.

ISUMMARY I In this chapter. we have discussed the problem of marketing. The motive is to sensitise the readers to the instrumentality of marketing the healthcare services. After going through the chapter. the reader will become aware that the following facts are well versed. Hospitals Marketing - the Perception: The hospital marketing focuses our attention on the conceptualisation of modern marketing principle in the healthcare services with a holistic approach. Rationale Behind Practising Marketing in Hospitals: We find justification for the application of marketing principles in the healthcare services because this will ensure that users are satisfied. time honoured services would be available to the patients. mass awareness would be created. thrust areas would be identified. vulnerable segment would be detected. behavioural dimension would be given due weightage, cost-effectiveness would be made possible, a rational fee structure can be introduced and hospital personnel can be motivated. Segment-wise Users of Healthcare Services: We classify u~ers of healthcare services on the basis of segment, viz .• individual. organisational. rural-urban. high-income. medium-income. lowincome and no-income. men and women. kids. teens. youths and gray. vulnerable and normal areas. Behavioural Profile of Users: A hospital manager is required to know about the attitudes. life styles, preferences and level of expectations of the users.

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Market Segmentation: It is a managerial process of dividing and sub-dividing the markets into small groups and segments to identify the changing levels of expectations of the users. Marketing Information System: It is a system to manage marketing information, specially with the help of the new generation of information technology. It is a process of transforming the marketing data into marketing information. Marketing Mix: It is a managerial process of formulating the marketing mix to help a manager in developing marketing resources in tune with the changing needs and requirements. Product Mix: This focuses on core, supportive, peripheral and preventive services of the healthcare organisations. It is a process of blending the different types of healthcare services against changing requirements. Promotion Mix: This submix of the marketing mix focuses on the different constituents of promotion, e.g., advertising, publicity, sales promotion, personal selling, word-of-mouth promotion and telemarketing. Price Mix: In this context, we study (or analyse) the problem of determining the fees by the hospitals and healthcare organisations. Place Mix: This focuses our attention on the location for hospitals and the channels through which the services reach to the end users. People Mix: This mix draws our attention on the development of quality people for the hospitals and healthcare organisations. Processing: The processing is related to the process of offering the services. Physical Attractions: The mix is found related to the physical attractions adding additional attractions to the services of hospitals. The uniforms and dresses used by the hospital personnel are related to the same. Strategic Marketing: The concept of strategic marketing makes it essential that to cater to the increasing demand, we need an action plan and tailor the marketing resources accordingly.

I REFERENCES I 1 . Jha, S.M

Services Marketing, Millennium Edition, Chap. 1, pp., 1-45.

2. Jha, S.M

Social Marketing, Chap. 1, pp. 1-24.

3. Jha, S.M.

Services Marketing, Old Edition, pp. 6-27.

4. Jha, S.M.

Social Marketing, Chap. 12, Marketing, pp. 176-78.

Medicare

5. Jha, S.M.

Services Marketing, Chap. 8, Marketing, pp. 306-7.

Hospital

6. Jha, S.M.

Services Marketing, Chap. 8, Marketing, pp. 307-8

Hospital

7. Jha, S.M.,

Services Marketing Chap. 8, Hospital Marketing, Chap. 8, Hospital Marketing pp. 318-21.

8. Ibid., pp. 320-23.

9. Jha, S.M.

Social Marketing, Chap. 8, pp. 169-200.

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10. Jha, S.M.

235

Looks Make a Man; The Hindustan Times, April

17,2000. '",

11. Jha, S.M.

Employment News, Strategic Issues in Medicale Services, 1998.

12. Kotler, Philip

Marketing for Healthcare Organizations; Cliffs Eaglewood Cliffs, NT, Prentice Hall, 1987.

I DISCUSSION

QUESTIONS

I

1. What do you mean by Hospital Marketing? Focus on the rationale behind practising the principles of modern marketing by the healthcare organisations. 2. Explain Segment-wise users of the healthcare services.

3. Throw light on the behavioural profile of users and their influences on the level of expectations. 4. What do you mean by market segmentations? Discuss its instrumentality in satisfying the users of the healthcare services. 5. Explain the instrumentality of Marketing Information System in making and innovating the services of healthcare organisations. Focus on the role of information technology in increasing the potentials of the system. 6. What do you mean by Marketing Mix? Explain in brief the different submixes of the marketing mix in relation to the healthcare organisations. 7. Focus on the Product Mix of Hospitals. Do you find peripheral services instrumental in generating additional attractions to the hospital product? Defend your viewpoints. 8. Explain in brief the different constituents of promotion mix in the context of the services of healthcare organisations. 9. Discuss the significance of word-of-mouth promotion to the process of motivating the prospects of hospitals.

10. What do you mean by Public Relations? Discus the various dimensions of public relations. 11. Do you find public relations activities effective in image projection? Justify your answer with suitable examples.

12. "Image building makes the ways for image projection'. In the light of this stiltem3nt explain the factors contributing to the process of image building and image projection.

13. Focus on the fee strategy to be adopted by the healthcare organisations, sp'?cl31ly in the Indian perspective.

14. "You need to bridge the gap between service-promised and service-offered." In th" liGht of this statement focus on the instrumentality of processing in bridging over the gap.

1 5. People mix requires due attention of a hospital manager. In the light of this statement explain the role of quality people in improving the quality of healthcare services.

16. "You need to promote uniform culture to promote work culture." Throw light on this statem';'nt and explain the importance of physical attractions as a submix of the marketing mix.

17. Focus on strategic marketing in relation to increasing demand of healthcare services and changing nature and character of the disease profile.

18. Explain the chal"ging role of marketing professionals in satisfying the users of medicare and healthcare services.

QQQ

MARKETING POLITICAL SERVICES CHAPTER OBJECTIVES

LEARNING OBJECTIVES The motive of this chapter is to sensitise the readers to the various aspects of marketing political services. While going through this chapter, the readers are able to: Understand the political environment in India and Political Socialisation; Perceive the concept and perception of Political Marketing and the significance of Political Marketing; De\! elop a Political Information system, Understand the Behaviour of Users; Segmentation in Politics Formulate a Marketing Mix for Political Services, Strategic Marketing in Politics and the changing role of Marketing Professionals in satisfying the Users of Political Services.

• Introduction • Political Ideologists of India • Political Environment in India • Political Marketing the Perception and Misperception • Significance of Political Marketing • Dimensions of Political Marketing • Segmentation in Politics • Political Information System. Management of Behaviour in Politics • Formation of Marketing Mix for Political Services. Service Mix • Promotion Mix • Political Communication • Advertising • Political Advertising and TV • Media Strategy for Political Organisation • Publicity. Personal Selling • Word-of-mouth Promotion • i Telemarketing. Channelisation of Services in Political Organisation. Managing the Party People • Location Point for Political Party • Strategic Marketing in Politics • Changing Role of Marketing Professionals • Summary L· References • Discussion Questions.

6 INTRODUCTION . It was way back in 1960 that John F. Kennedy campaigned for the presidency and switched on a revolutionary approach to campaigning which later on laid a strong foundation for sophisticated marketing and communication strategies, not only in the USA but around the world. With the passage of time, the contours of development underwent radical changes and a number of developments took place in the information and communication network. Explosive innovations opened new vistas for qualitative improvements. With the development of technology, we find techniculture showing its imprints in almost all the walks of life. The advances and changes in political campaigning and marketing started attracting the attention of political parties in a number of advanced countries during 1970s and 1980s. It was during mid 1980s that late lamented Rajiv Gandhi promoted management professionals for managing and campaigning for the elections and the positive results influenced even others to think about the conceptualisation of marketing in politics. The Indian National Congress started the process which was also promoted by Bharatiya Janata Party and a number of regional parties also evinced keen interests in the process during 1990s. With the development of satellite communication, a new chapter was opened which revolutionised the communications network and almost all categories of organisations capitalised on the opportunities. At the beginning of 21 st century, political marketing started gaining popularity since the info-tech redefined everything. The political leaders, while representing the government, are also responsible for formulating development-oriented and welfare-sensitive policies making it easier to harness the benefits of development, specially by the weaker sections of the society. The opposition at thE) same time, is accountable to monitor and review the steps taken by the government so that they identify the lapses and shortcomings in the development process and make them an effective tool to tarnish ruling party's image. The sophisticated developments in the field of information and communications made their task easier. This motivated even the small and regional parties to conceptualise and practise marketing in politics. The election campaigning, advertisement and publicity, publication of election manifesto, annual reports of parties, information brochure and newsletters, cutouts, posters and leaflets took an innovative form attracting the public and making management of election affairs much more interesting. Since the political marketing practices are based on professional excellence, the political leaders find it convenient to organise party and manage elections. While managing elections, the professionals organise opinion polls, conduct surveys, design cut-outs and posters and sketches, draft election manifesto and information brochure, manage exit polls and with the help of promotional measures advertise and publicise tnt:m contributions to the development and welfare of the society. Managerial proficiency

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thus helps them in different ways provided the party leaders, volunteers and workers are not influenced by materialistic gains and develop an awareness of the defined principles of social marketing guiding and regulating them in the development of valuesystem by strengthening the process of value engineering. Materialism necessitates identification of an opportune moment for capitalising on the opportunities in the face of faculties or potentials available in an individual or an organisation. With multi-dimensional developments in the socio-political and cultural environment, a number of opportunities have been created, nurtured and found mature. If you have world-class potentials and professionalism, the task of an optimal tapping is easier. If we turn our eyes on the developments scenario taking place the world over, it is apparent that during yester decades almost all categories of organisations have got a favourable milieu to survive and thrive. On the other hand, the process of technological advancements and sophistication have also been accelerated. Professionalism, based on perfection, has been perceived in the face of evolving changes. The organisations manufacturing goods or generating services, working with a profit motto or with the mission of serving the society albeit in a dismal profit condition, have paved the ways for qualitative-cum-quantitative transformation in almost all the areas. The professionals promoted recent developments of explosive nature, paving the ways for time-honoured conceptualisation and implementation have proved to be an innovator, a leader whereas others have remained just a follower and copier. In almost all the areas, the innovators have been successful in capitalising on the opportunities. Like the profit-making goods-manufacturing and service-generating organisations, we also find non-profit making organisations activating sincere, honest and professionalised efforts to conceptualise and practise innovative efforts. It is against this background that we find educational institutions and health care organisations developing significantly and serving the interests of both mankind and different categories of organisations in many ways. In the developed countries, we have witnessed innovations even in political management, and Non-governmental Organisations (NGOs). An attitudinal change exists in almost all the segments. The political parties and political leaders are incorporating the latest developments while projecting their image, designing election campaigns, composing election slogans, developing posters and sketches, innovating promotional measures and sensitising the voters and ensuring their support. It cannot be denied that info-tech and communication technology have simplified their task fantastically as a result the sensitivity rate has been moving upward consistently. A fair synchronisation of modern technology and world class professionalism helped them in resolving successfully even the critical problems. The less developed countries are also perceiving the same. Of course, there is nothing wrong with innovative transformation opening doors for development by helping in policy making, formulating strategies and developing people in the face of evolving changes. But, in a majority of the cases, the principles of social marketing have not been assigned due weightage which has aggravated the multi-faceted harmful effects on society, culture, economy and national and international relations.

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The perception of social or societal marketing has attracted due a~tention of all categories of organisations. Of late the boardrooms have assigned number one priority to the concept of social marketing. Since political organisations have also been evincing interests in the modern marketing principles, it is pertinent that they conceptualise social marketing. The outstanding task of safeguarding public interests requires world class excellence. Almost all the organisations involved in the process, political parties and social organisations in particular, need to conceptualise marketing because in a number of cases political leaders represent and dominate different categories of organisations. The non-governmental social organisations, trade unions, civic bodies, and public utility undertakings are represented sizeably by the political leaders. There is no doubt that the conceptualisation of marketing in politics will help political leaders. in many ways as they would find it easier to sensitise the voters and potential voters. In this context, it is also significant that efforts taken in the process of informing, sensing and persuading the voters should not promote unethical practices. The slogans, campaigns, speeches, and promotional measures should be creative but not to misguide and miscommunicate the masses. The projection of a clean image of political parties is essential; but it needs additional care while transmitting and narrating the wrongs and misdeeds, only after honest verification. In the Indian perspective, political marketing is at the very nascent stage. A number of political and social leaders are found personally committed and serving the society with a mission and projecting a fair image of the party. Their dedicated efforts make the task of rival parties difficult. Strategictllly, they have played an outstanding role in laying a sound foundation for their parties without which the task of building a . positive image would have been much more complicated. Lord Krishna as a strategist, Kautilaya as a Political guru, Mahatma Gandhi as a social reformist, Nehru as an architect of modern India, Ambedkar and Jaya Prakash Narayan as promoters of social justice have used politics as an instrument. Rajiv Gandhi laid the foundation for the development of communication and information technology, similarly, a number of political leaders have contributed considerably in the developmental process. The process of technological sophistication gained momentum during the 1970s and 1980s, and in 1990s, we find it at its peak transforming the nature and character of people as also the concerned institutions and organisations. The significant developments in the field of communication and massive efforts for building a superhighway for communication, development of knowledge technology as a knowledge power, inventions and innovations in the field of communication and information technology have made possible a number of qualitative-cum-quantitative improvements. The goods manufacturing and service generating organisations working with profits used sophisticated technology and developed a new perception of quality. The non-profit organisations like educational institutions, healthcare organisations, political parties and social organisations also explored new avenues for using communication and information technology. The merchandising of politics gained momentum paving the ways for a large-scale use of technology even in politics. The developed and the less developed countries like ours

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also evinced interests in making use of new generation of information and communication technology leading to a basic change in their nature and character. Political marketing thus got a sound nexus but the process proved to be much more expensive. With increasing sophistication in communication technology, the political communication emerged as an important dimension of political marketing making use of advanced communication technology informing, sensing and motivating the voters and potential voters very effectively. Besides, the significant developments in the field of information technology have also helped them in managing the information system which simplified the task of identifying the weaknesses and diagnosing the shortcomings and strength of rival parties. The information system has made possible an in-depth study of the attitudes and behaviour of voters coming from different segments and sections which made the strategic decisions much more impact-generating. The world-class professionals engaged in designing the election campaigns, drafting and composing election speeches, preparing the election posters and diagnosing the changing levels of expectations of voters and potential voters were effective in the entire process. The multi-dimensional developments in the socio-political and cultural environment have virtually changed the character of political leadership influenced by advanced education and training facilities. The chromosomes, family background, environmental conditions and situational factors have become insignificant in the development process. A number of educational institutions have been engaged in educating and training political leaders. The temptation and fascination for becoming a political leader is now found to be a craze and a large numb'er of youths have also been found evincing their keen interests in developing political leadership. We can't negate that youths of today have been considerably motivated towards political activities because they witness political leaders leading a comfortable and luxurious life. It is against this background that we find huge investment as election expenses. It is not an investment but an expenditure, but an attitudinal change in the behaviour of political leaders makes it an investment. The management of political parties and elections prove to be much more expensive because all the rival parties develop a sense of competition and spend the maximum that they can. Of late we find large avenues for channelising election expenses and a majority of the candidates do not tap them optimally. The process of mobilising financial resources gains momentum virtually crossing all the limits where ethics, values, humanity have no place. It is in this context that social marketing has the potentials to bring about the derailed political systems on the track. The political parties and leaders, no doubt, need to conceptualise social marketing to regulate their attitudes and behaviour. While educating and training political leaders, we need to develop an awareness aoout the ethics, values, humanity, personal commitment and dedication so that they conceputalise and practise marketing in the right directions. An optimal budget for political organisation is essential to regulate unproductive expenses. Though the recent developments have been instrumental in increasing the election expenses, the political parties have to strike a balance between the evolving changes and the situational requirements. The

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marketing colonisation of political campaigns becomes significant to show the right directions to make the process not only cost-effective but even proactive. The political organisations need to promote research to have an in-depth idea of the related constituents or segments. The opinion polls are organised with the support of media and the potential candidates. The services of dedicated and committed workers, volunteers and professional researchers are also used for the same purpose. Pre-eJection polling, exit polls are practised to forecast results and trends. The behaviour of voters is studied and researchers are engaged for that very purpose. Today when we have an advanced system of information and communication, it is pertinent that like other organisations, the political organisations also promote the use of a developed and technology-driven information system. We can't negate the fact that to make the entire process result-oriented, the IJolitical parties need adequate fund. The resource mobilisation process appears to be complicated because rival parties and public become critical of the process. Since money does not grow on trees, our efforts help generation and mobilisation of funds. Almost all the countries and by and 'Iarge almost all the political parties have been raising funds from different sources and even in the Indian perspective we find fund-raising for election and other purposes. The main thing in the process is to ensure that individuals or organisations offering financial help don't get undue benefits in return for their donations. We often talk about the behaviour of voters and potential voters. The political advertising is instrumental in the transformation process where professionals play an outstanding role. The element of creativity determines the intensity of sensitivity. The services of world class professionals may be used for that very purpose. Grabbing the non-voters is a difficult task. The advertising campaigns managed and monitored by the world class professionals may help in the transformation process in which the potential voters would comfortably be transformed into actual voters. A predictive model of voter behaviour will be of use. A value-oriented model is needed for making an appraisal of prospective candidates. Development of political strategy and formulation of tactical issues would help the political parties in getting the desired results. Image of non-verbal nature gravitates our due attention. Direct marketing is also practised for effective political campaigns. Of late, we have most sophisticated tele media and we may also organise televised debates. It is not to be forgotten that tele media would help in the democratisation process. You may think in favour of formulating a fair mix by synchronising print media, broadcast media and telecast media in a manner that helps you in reflecting and shaping the public opinion. Strateg'ic decisions are significant because this helps you in resolving the tactical problems. For getting positive results and significant tactical issues, the political leaders and parties need to realise the same. The political parties have to make themselves strategically and tactfully sound to help them in the projection of a positive image to capitalise on the opportunities. The policy decisions, no doubt, prove to be significant but the organisation at the national level'will formulate the same; therefore, the organisational structure at regional levels become pertinent to

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formulate a sound strategy keeping in view the regional conditions, behaviour of voters. strategic decisions of the rival parties and candidates, numerical strength of potential and non-voters. It is essential that leaders, particularly at regional levels realise the instrumentality of tactical issues failing which the policies, and strategies will either be ineffective or show a lukewarm response. Political marketing has been gaining popularity the world over and almost all the countries have been conceputalising the latest developments in the area. Of course, a number of changes influence the conceputalisation and implementation process but sophisticated developments in the communication and information technology has established an edge over others. This is due mainly to the fact that all the three sophisticated forms of media have been developing mass awareness and it is against this background that masses smoothly perceive even the minor developments taking place· in the globe everyday. The process of informing, sensing and sensisting the voters and potential voters has substantially been influenced by the increasing instrumentality of media. You need to work with the avowed mission of protecting and subservicing social interests and in this context, you also bear the responsibility of publicising the same in an effective manner so that the public at large form a positive opinion about you and your party. Then the task of image projection becomes easier. If you act and masses fail to know about your positive contributions, the task of capitalising on the opportunities is more difficult. While educating, training and developing political leaders vis-a-vis organising the political party, it is pertinent that the educational institutions or other organisations engaged in the process of developing them realise the instrumentality of inculcation through transmission. Since we find the globe witnessing multi-dimensional changes in almost all spheres, it is essential that we have an in-depth knowledge of developments taking place around the world. Because management of political organisation's a large scale operation, it is necessary that we are aware of the principles of modern management. As we witness unethical, unfair, unlawful and irrational practices getting a dominating share in the modern politics, it is pertinent that political leaders know the principles of social marketing on. a priority basis. We go through both the political science and management routes to enable the political parties and leaders to make an optimal use of their potentials. In the Indian scenario, a few political leaders are strategically and tactfully-sound, professionally and personally-committed, ethically and morally value-oriented. Therefore the political marketing will benefit the upcoming or budding political leaders in enriching their potentials in the face of evolving multi-dimensional changes. We have a rich political heritage and a large number of dedicated and personally committed political leaders have shown their worth even in a rough weather. The conceputalisation of political marketing can help them in making use of their positive contributions for the projection of a fair image. We go through different dimensions of political marketing. The problems have been discussed in ~the Indian perspective where the process of ethical degeneration has been found very fast.

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POLITICAL IDEOLOGISTS OF INDIA From the ancient to modern age, we find a large number of ideologists making significant contributions to the Indian political systems by linking their effects to the development and welfare of society, protection and prosperity of living beings and generation and prQmotion of ethical dimensions for value-orientation. They have acted as ideologists, social reformists, social activists, social scientists, strategists, diplomats and promoters of social justice. At the same time, we also find a few cases where they have acted as manipulators, and a dexterous manager. On the one' hand, some of them are personally-committed and value-oriented and dedicated while on the other, a selected f~w have been instrumental.in activating the degeneration process. A brief analysis of their contributions will help us in diagnosing their attitudes and political ideologies.

LORD KRISHNA - A STRATEGIST Of late, the Greeks have earned the credibility of coining the word "Strategy" but if the word is considered to have been coined from the world of battle ground, Lord Krishna is a pioneer who piloted and monitored the events of Mahabharat which just after eightee,n days came to a logical conclusion. We can't deny that numerical strength, financial health, academic excellence, and resourcefulness normally get a luke warm response, if we find something wrong with our strategic decisions. When, how and how much to use our potentials become significant to get the desired success and an individual or an institution, a group or a party can't be successful unless they are potentially and'strategically proficient. What to talk of the organisational efforts when we find efforts of an individual considerably influenced by the strategic decisions. It was in this context that on the battle ground of Mahabharat strategically strong Pandavas established an edge over the numerically and potentially sound Kauravas. It was well formulated strategies of Lord Krishna that played a decisive role in defeating Kauravas. If we compare the numerical strength of both the sides, a big gap was existent because a number of personality representing the side of Kauravas were potentially sound but due to the lack of a strategist paralleling Lord Krishna, they failed in their efforts. This makes it essential that we assign due weightage to the strategic decisions, because failing the same, our resourcefulness will not carry any significant meaning. Strategically proficient individuals or institutions succeed in establishing an edge even over the potentially sound but strategically deficient individuals or institutions. It is against this background that our policy decisions need not to undermine the sensitivity of strategic decisions. The above facts make it clear that a political organisation can't survive and thrive unless a well formulated strategy, influenced by situational requirements, guides and regulates them to develop and tap the potentials in the face of changing requirements. It is essential that you have a strong, dedicated, personally-committed, prudent, valuebased leader - because it was ultimately leadership which played a crucial role in Mahabharat. Formulation of strategy is, no doubt, important but implementation proves

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to be much more significant because it requires courage, patience, will power, team spirit, group culture without which even time-honoured strategies prove to be ineffective. Therefore, a strategist while activating the formulation process keeps in h.is/her mind the potentials of persons responsible for its implementation. The operational apparatus, if inefficient, makes the process of implemehtation much more complicated. Lord Krishna was confident that he leads a side which may be numerically weak but they are morally and potentially sound therefore a well formulated strategy would help them in achieving the target. An ideal strategist forecasts the results and estimates the efforts needed to get the desired results. He/she estimates the strengths of rival side and tries his/her best to ensure that the strategic decisions establish an edge over them. This simplifies his/her task of formulating a sound strategy. We can't overlook the fact that Lord Krishna was well aware of the potentials of Kauravas and he was also familiar with weaknesses, and greed of Duryodhan who would never allow them to move in the right directions. A classic strategist makes efforts to know the strengths and weaknesses of the eJpponents. The strategies of a super power with the co-operation of top performers made the task of Kauravas very difficult. This also indicates that strategists need to make ensure that performers included in the team are of outstanding calibre. They should not to be disheartened even if the results are not upto their expectations. May be that even a mass leader fails in getting the desired success but the teams need not be disheartened as this will make them morally weak. If we work with this attitude, then success can't be denied. There are a large number of instances to illustrate that the instrumentality of Lord Krishna as a strategist played a dominating role in Mahabharat. At a number of places, even an outstanding hero like Arjun experienced problems in using the weapons, iderttifying an opportune moment to use the same and a stage of indecisiveness. Lord Krishna not only formulated a strategy but also helped Arjun and others in the implementation process. Thus, it is clear that an ideal strategist not only requires to use his/her excellence in the formulation process but also simplifies the task of teams, groups bearing the responsibility of implementation or acting as an operational apparatus. Excellence without prudence is ineffective. Therefore, a strategist requires good tynchronisation of both the attributes to win the battle. In the game of politics, a strategist plays a commanding role because the wellformulated strategies make and show the ways for sensitising the campaigns needed to win the election, rule the government and satisfy the opposition parties and the public/masses to retain their sworn for a long time. Thus, there are enough facts to confirm the role of Lord Krishna as a professional because perfection was an outstanding feature of his strategy that was formulated on the basis of his excellence. The contributions of super strategists and top performers if synchronised optimally ensure positive results. A classic strategist bears the efficacy of making an optimal development and fair synchronisation. And Lord Krishna was a classic strategist.

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KAUTILAYA - A POLITICAL GURU The transformation of Vishnugupta into Kautilaya w"s due mainly to his political ideologies and political wisdom. He was a friend, guide and philosopher of Chandragupta and by formulating a sound political strategy, he laid a strong foundation for an all round development of the Maurya Kingdom. As the political guru of Maurya Chandragupta, he managed the kingdom of Chandragupta. The political ideologies of Kautilaya were so sensitive and effective that even of late we name an individual Kautilaya, if he/ she shows his/her excellence in crafting and projecting a positive image. The establishment and prosperity of Mauraya Kingdom testifies his unparalleled prudence. The period of Kautilaya is 325 BC.l the birthplace of Kautilaya is yet to be confirmed but he was educated at the Taksh3hila University presently in Pakistan. Simplicity was his outstanding quality which considerably influenced his subjects. Even though a Prime Minister in the kingdom of Chandragupta he preferred to live in a cottage. Being influenced by his values, simplicity, dedication and commitment, Fayhan a wayfarer from China commented that the Prime Minister of a very big, country lives in a cottage located on the outskirts, it is really very amazing. Kautilaya, in response to his comment said that if the ministers of a country live in a cottage or hut, the citizens of that country get an opportunity to live in a palace, and conversely, if the ministers start living in a palace, the citizens naturally will have no option but to live in huts. This testifies the sense of commitment and sacrifice of Kautilaya which was instrumental in crafting his political image as a guru. The word "Diplomacy" focuses our attention on the art of negotiation specially in relations between states or tact of management of people in any sphere. We can't negate that diplomacy is not to coil in its essence unfair or unethical practices but to win the race by formulating a sound strategy coupled with excellence and expertise, substantially influenced by diplomacy. The political ideologies of Kautilaya focus on maintaining norms and honouring values in making the political decisions as a creativist. It is in this context that we find the ideologies of Kautilaya even today receiving respectability. It is true that Mauraya Chandragupta succeeded in safeguarding the interests of publics because the strategic decisions of Kautilaya assigned an overriding priority to the welfare concept. At the same time, the progress and prosperity of the nation was given due weightage which paved avenues for the channelisation of welfareoriented development measures. The emergence of Kautilaya as a great leader was well supported by his political ideologies. Chandragupta offered him due place in the process of policy and decision making. The strategic decisions of Kautilaya on the one hand became instrumental in the downfall of the Nand Kingdom, while on the other, also laid a strong foundation for the development of the Mauraya Kingdom. This speaks volumes of the fact that political wisdom, diplumacy, practical wisdom, dedication, commitment and prudence are some of the traits helping a political leader in the projection of a positive image which he/she can use for the development of his/her party. It is ultimately the image

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of a leader that crafts the image of a party/organisation. A particular party is known by the quality of its leaders, workers, volunteers, members working at different levels.

MAHATMA GANDHI: A SAINT POLITICAL LEADER We agree with this view that from the mid of 19 th century to that of the 20 th century, a galaxy of personalities having humanism, social-orientation, academic fragrance, political wisdom emerged as a successful political leader. But we can't forget that the ideas and views of Mahatma Gandhi benefited the mankind and society in many ways. We find Mahatma Gandhi as an ideologist who served the society and nation with a mission. Gandhi's ideas on social reconstruction constitute an outstanding example of a courageous vision with an insight of a just and worthwhile social order. 2 He put forth succinctly and forcefully his views about the kind of society which India needed. Technological progress can't be considered in isolation itself because we consider it just as a means. It is remarkable that Gandhiji was able to perceive many of the maladies caused by unplanned industrialisation even before the First World War when the colonial powers of the Europe were proud of their superiority and their civilization. Though Gandhiji was not against the use of technology instrumental in serving the interests of society. He says, "How can I be as I know that even this body is a delicate piece of machinery. The spinning wheel itself is a machinery, even little toothpick is a machine. Where I object, is actually the craze for machinery, not machinery as such." All of us are well aware of the harmful effects of sophistication in the process of technological innovations because this not only aggravates the problem of unemployment but also show a number of harmful effects on environment. Human well-being and justice and liberty are the two important aspects of social transformation. We can't think about well-being of human beings unless we promote justice and liberty. It is right that the ideas of justice and liberty were borrowed from the West. His transformation as a political leader was considerably influenced by the exploiting attitudes of the British. He witnessed a number of events when the British promoted socio-economic inequity and degradation of the poor. This generated in his mind the ideas of protecting the poor society of India. Of course, Mahatma Gandhi was a man of religion but its perception was perceived by him in a different way. He was of the view that truth, love and non-violence are related to religion. If we show love to mankind and promote truth and adopt nonviolence as tools to achieve our mission, we promote religion. Because truth is identical to God, it is not possible that our efforts would subserve the interests of mankind just by worshiping God at the different points or centres. The ideologies of Gandhiji were logical which made him a mass leader who played a decisive role in the independence of this nation Hon.esty, simplicity, sincerity, humanity are some of the traits that transformed Gandhiji assuper man who was successful in bringing the independence movement a.logical cohclusion. There is no doubt in it that a large number of dedicated leaders

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also made sincere and honest efforts to activate the independence movement but Gandhiji earned creditability because of his attitudes, approaches, efforts, comments . and logic. He was a saint who laid strong base for the development of Indian society. He promoted democracy with the notion that it would protect the interests of society. His political orientation was considerably influenced by socialisation.

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JAWAHARLAL NEHRU: AN ARCHITECT OF MODERN INDIA With the attainment of independence, the contours of development underwent radical changes. It was high time that the political leaders acting as policy makers formulate a policy which activates the process of industrial and economic transformation. We can't forget that before independence, the British preferred plans that made the Indian economy weaker or stagnants. This increased the functional responsibility of the policy makers working for an independent India. It was against this background that Pt. Jawaharlal Nehru formulated a plan considerably influenced by techniculture. It is right to mention that Pt. Nehru started the process of industrial and economic transformation which, in a true sense, led to the development of modern India. We find Nehru making significant contributions to the attainment of independence and today we appreciate his political and practical wisdom. Having a strong hold in the organisation of party, Pt. Nehru worked as a lever spring of the Congress Party and with his positive image, he capitalised on the available opportunities in the best interest of the party and nation. The philosophy of Pt. Nehru was based on equality, social justice and security. Pt. Nehru established his image as a mass leader interested in improving the quality of life of the Indian masses. As a philosopher, writer, historian and political thinker, Pt. Nehru established his mass image and till the end, he remained a mass leader. Industrial transformation opens up new vistas for national economic transformation. Of course, the primary and secondary sectors of the economy contribute significantly in the development process but failing the development of a balanced industrial economy, there will be only stagnation and contraction. It was in this context that Pt. Nehru activated the process of industrial transformation where mechanised efforts led a basic change in the nature and character of the national economy. The problems like inadequacy of infrastructural facilities, poor technological base, high rate of illiteracy, and regional imbalances received due attention of Pt. Nehru and he did his best to minimise these evils. The concept of planned economic development was initiated and promoted by Pt. Nehru. When we find a political party having a leader with multi-dimensional traits and faculties, the party becomes the prime beneficiary. The task of organising, managing and controlling a party is fantastically simplified because the party organisation finds it easier to inform, sense and motivate the masses. In this context, the image of Pt. Nehru has helped the congress party in mobilising the voters and potential voters and retaining the number one position for a long time. The advertisement and publicity measures were switched on the positive image of party leaders was profitably encashed.

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Dedication, sacrifice, imagination, optimism, sense of determination, strong will power, humanism, simplicity and diplomacy are some of the properties that helped Pt. Nehru in establishing a positive image, transforming him as a mass leader, strengthening him in gaining popularity as a promoter and proving his excellence in building and projecting a fair image of the Indian National Congress.

RADHAKRISHNAN: A HIGH PRIEST OF INDIAN IDEALISM Academics with political-orientation prove to be an asset to a political organisation if they are value-oriented and show their regard to ethical dimensions. An organisation can use his/her services for promoting the interests of party. Conversely, if they bid farewell to values and ethics, naturally they prove to be manipulators and ultimately harm the interests of party vis-a-vis the society. It is in this context that we make comments regarding academics' contribution to the development of a party. Radhakrishnan basically an intellect was a promoter of ideologies. He has been an Internationally acclaimed scholar of philosophy and religion of the 20 th century. It was his high academic calibre that helped him reach the highest position in public life in India. Sarvepalli Radhakrishnan culminated the idealist tradition of Indian philosophy and by becoming the President of Illdia, he could be the first citizen of Indian national. True, Radhakrishnan was not a politician or even a political thinker. He was an educationist, a philosopher, and greatest interpreter of religion and culture. 4 He was a democrat and a great nationalist. He felt that Indian democracy must have basis in ethics and religion. This was based on the degeneration that he witnessed in the Indian politics. About science, Radhakrishnan said that science is a form of knowledge but it should not make us blind to the whole truth because it gives ·us only the formal structure of physical existence. It is not likely to help us in perceiving the truth in its totality. Radhakrishnan evinced keen interest in promoting the interests of poorest of the poor, and was concerned about the welfare of poor and downtrodden. He was of the view that the political leaders working as policy makers need to assign number one priority to national interests. Radhakrishnan, though not a political leader, had a clear vision of India's political future. On a number of occasions, he advocated the strengthening of the national defence. During Chinese aggression, he became very critical of the foreign policy of Pt. Nehru handling of the Kashmir issue. Radhakrishnan was fully aware of the developments taking place in the social environment of India. He apprehended that developments in the field of science would harm social interests because technological transformation would remain instrumental in inviting mUlti-pronged degeneration. He opined that science is a form of knowledge but it should not make us blind to the whole truth. Since we find science not helping us in accepting the truth in its totality, we need a balance while promoting science and technology. Sarvepalli Radhakrishnan could taste the fragrance of politics in 1946 when he was given an opportunity to represent and lead the Indian delegation to UNESCO.

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For the first time, he had a taste of diplomatic life. After that he was appointed Ambassador to Moscow. Radhakrishnan's political orientation was thanks to the handiwork of Jawaharlal Nehru. Nehru was interested in having a Vice-President and President with a high academic profile and academic flavour. Though basically not a politician, Radhakishnan performed the responsibilities assigned to him both as a Vice-President and later as President very effectively. A promoter of Indian culture, Radhakrishnan helped projection of a positive image.

JAYAPRAKASH NARAYAN: A REVOLUTIONARY HUMANIST Total dedication and service to the cause of the common man of India, transformed Jaya Prakash Narayan into a revolutionary humanist. We in general are influenced by self that guides us, motivates us and governs us but we find JP an exception to this. From the beginning to the end of his life, JP served politics selflessly. He proved that even in politics, an individual or a group based on positive contributions will serve social as well as national interests. The political orientation of JP could took shape on the occasion of his marriage when a number of political leaders and thinkers were invited to attend the function. It was in 1917 that his father invited a number of political leaders to attend the function where Mahatma Gandhi was also present. In a true sense, this proved to be a turning point in the life and career of JP because on that very day he got an opportunity to meet and interact with important political leaders on social, national and other key issues. The non-violent movement of Gandhiji also motivated JP because he was so much influenced by his perception that he started leading a simple life and worked for national interest. 5 In addition, the Non-cooperation Movement of Gandhiji also influenced JP and these developments contributed to a basic change in his life and philosophy. Whenever we talk about simplicity, sacrifice, personal touch and human values we mention the name of JP. A leader promoting socialism, instrumental in solving the problems of poorest of the poor, evincing keen interests in promoting the national cause will be successful in the projection of a correct picture of JP on which was capitalised by the political leaders at different times in different ways. From 1948 to 1951, JP and Lohia made joint efforts to promote and strengthen socialism. He could not get results as per his expectations in the election of 1952 and this disillusioned him about the party politics. After this, he joined the Sarvodaya Movement of Vinobha Bhave. As an architect of Total Revolution in Bihar, JP was successful in mobilising masses in favour of Janata Party and it was on account of his clean image that Janata Party succeeded in replacing the Congress Party. The total revolution was an attack on corruption. An ethical degeneration in politics disheartened JP when he found political leaders very much instrumental in promoting corruption. He dissociated from the pCirty and politics and the Janata Party failed to survive. Jaya Prakash Narayan was disappointed with the· negative developments taking place in the political environment of India. He felt that the political parties and political

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leaders and thinkers need to assign due weightage to the interests of the poorest of the poor. If they forget these ideals, the society would disintegrate making their task of ruling the country much more difficult. He advocated for the welfare of weaker sections of the society who have not harvested the benefits of development. He worked hard for the development of the society and it was due to his dedicated efforts that a new chapter was started in the Indian politics in which the political leaders willingly or unwillingly started taking interest in subserving the interests of the neglected sections of the society.

AMBEDKAR: A PROMOTER OF SOCIAL JUSTICE Bhimrao Ramji Ambedkar was a promoter of social justice which was considerably influenced by treatment that he received at diHerent stages of his life and career. He himself belonged to an untouchable community and therefore was experiencing the opinions of the neglected segment of the society. He studied deeply the history of human relationship in the Indian Society. He was greatly influenced by Lord Budha and Kabir because both of them were opposed to the existent social systems in India. Buddha was the propounder of the concept of social justice. Mahatma Jyotiba Phooley, a great crusader of social justice of Maharashtra considerably influenced Ambedkar. Political reforms will not protect the interests of a society unless we find social reform. Ambedkar was influenced by this philosophy that motivated him to work and live for the untouchable segments of the socie.tv. Ambedkar was of the view that classrcomposition of a society was just a natural phenomenon exister.t in almost all societies of the world but economic and social considerations influence the process. He opined that in the Hindu System, it was based on birth with the sanction of religion which made the social system more complicated. 6 Ambedkar was very much disappointed with the social systems and started advocating a class-less society tn which all the human beings need to be given equal rights and opportunities. From the very beginning of his career, he started promoting social justice and confronted the political leaders opposed to his convictions. He earned distinctions as an intellectual and a scholar and it was against this background that he and his thoughts started gaining popularity all over the country. Though he got a place in the highest governing body that was Executive Council of the Viceroy in 1942 where he was the first person coming from the untouchable segment to secure a place, there was no attitudinal change in Ambedkar. He perceived a number of negative points in the Indian social systems and felt that unless and until we promote a new society in which caste and religion did not get any place, the deliberations and policy decisions regarding social reforms would not serve social interests. Ambedkar preferred to live as a leader of the weaker sections of the masses who supported his revolutionary ideas. If he failed in vyinning elections in 1952, it was considerably due to his negative attitude about the few selected segments of the Indian society. We appreciate his contributions 10 the development of Indian society. He would have considerably been successful In promoting social justice if his feelings,

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remarks, comments, ideas, opinions., observations and perception would not have been governed by the bias about which he spoke at different places on various occasions. All of us are aware of his invaluable contributions to the framing of Indian Constitution and actually we don't have words to explain the qualities, properties, traits making him a personality distinct from many others. We can't negate that of late masses have realised his feelings and reactions and in the days and years to come, a basic change in the nature and character of Indian social systems appears significant failing which the deprived of sections of the society would make the task of political system of the country much more difficult.

POLITICAL ORGANISATION: A SOCIAL INSTITUTION Political parties and political organisations need to be considered as a social institution bearing the responsibility of subserving social interests with the help of their policy decisions irrespective of whether they govern or set in opposition. They are expected to formulate policies instrumental in accelerating the pace of socio-economic transformation. On the one hard, they are accountable for an all-round development of the nation while on the other they are also required to make it sure that their policy decisions do not obstruct the process of social transformation. Whatever the policies they formulate would remain active in making the society educationally sound, economically developed, financially solvent, technologically advanced, culturally rich, environmentally friendly, demographically optimal, medically world class and socially and nationally well-integrated. Of late, we find mUlti-dimensional degeneration and it has shown a far reaching impact on the development and growth of political organisations. By and large almost all the political parties seem to have forgotten the defined role they are supposed to play in the society. It is in this context that the political organisations need to redefine their functional responsibilities. We talk about educational institutions, health care and social organisations but we don't consider it significant to deliberate upon political organisations/ parties. All the four organisations need to remember that they have to act as a nonprofit making organisation as they don't have a legitimate right of making profits, they are supposed to act as a social institution. Social institutions are directly related to the development of society. The perception of social development includes in its purview all the components directly or indirectly playing a positive role in protecting and promoting social interests. We can't imagine the society to be conscious unless the educational institutions strengthen both the wings of education - formal and informal. We can't expect the society to be physically sound unless the medicare and healthcare organisations work satisfactorily to counter the mUlti-dimensional health hazards. We can't expect the governmental organisations to be socially-committed and value-based unless the Non-governmental Organisations (NGOs) come forward and evince keen interests in regulating the unethical and unfair practices. And we can't think any of the organisations working to our expectations unless the political organisations are value-based. Since we find political organisations not playing the desired role, it is time that they now think about managing the affairs of party professionally.

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We agree that political ideologies of different political parties can't be identical, but in no case, the ideological variations should question the instrumentality of political organisations as a social institution because all of them bear the accountability of protecting and promoting social interests for which the ways may be different, strategies may be diverse, but the target remains the same. Increasing degeneration in the behavioural patterns and attitudes of political parties and their leaders make a strong advocacy in favour of professionalised management in which there would be least scope for degeneration. No political party can escape from the responsibility of value-generation. The formation of social capital, such as development of human and humane, expansion of infrastructural facilities, development of educational institutions, expansion of healthcare facilities, scientific inventions and innovations, channelisation of welfare measures and so on are some of the positive developments leading to value addition. The generation of social capital which plays a very effective role in making the society productive requires great attention. It is on account of these responsibilities that we call political organisations a social institution. The socially-committed political leaders need to develop their parties as a social institution. If the leaders start deviating from their goals, commercialisation and merchandising of politics can't be eradicated. If we talk about conceptualisation of marketing in politics, our focus is on professionalism and not on commercialism and we are supposed to know the basic difference between professionalism and commercialism. We can't allow commercialisation of politics but professionalisation is to be promoted to develop the excellerrte of political leaders while formulating a strategy that helps them in building and projecting a positive image besides expanding opportunities for the multiplication of social assets. The professionalism that makes possible an attitudinal change in the potential voters is the real thing that is to be made possible by the leaders of the party. A social institution, like a political organisation, can't be successful in subserving social interests unless the leaders at all the levels perceive that the organisation needs to work with an avowed mission of thinking and planning for the development and welfare of the society irrespective of the fact that they govern or act as an opposition. Of late, a large number of political organisations have been found making a good-bye to the ethical dim.:msions and this has opened up new vistas for degeneration at almost all the stages and levels. An attitudinal change becomes a must to bring things on the track. If we start treating political organisations as a profit making organisation, there would be multi-faceted changes in the administrative mechanism and the scope for qualitative improvements would be freezed totally. It is in this context that we insist on treating political organisations as a social institution. Not only the ruling party but even parties related to opposition play an important role in making policy decisions for the development and welfare of the society. If we work with the attitude that they are part and parcel of the society; the party leaders would have no option but to work for an attitudinal change that would significantly influence their functional character. While mobilising funds for the development of party, they should not forget

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that the process of mobilisation directly or indirectly is not to question social as well as the national interests. The constitution and by laws of party are significant in maintaining and retaining their character and behaviour. With a change in the social set up, they need to amend the provisions so that the public at large feel that the party would continue to safeguard their interests. The political parties working as a social institution would benefit the society vis-a-vis the organisation in many ways.

POLITICAL ENVIRONMENT IN INDIA Your decisions, actions, strategic decisions make it essential that you are well aware of the emerging trends in the political environment which can't remain static. Since you have a well developed political information system, your efforts for making an in-depth study of the emerging trends would not be difficult. You know about the strategies adopted by the rival parties; you know about the promotional measures practised by them; you have the feed back of voters and potential voters in your information bank; you know about the non-voters and thus with the help of a rich knowledge bank; you find yourself in a position to take decisions more creatively with more sensitivity. So, it is important to know about the changing political environment. In the Indian context, we find a basic change in the political scenario, particularly after independence. Before independence by and large all the parties worked with the avowed mission of activating the independence revolution. Irrespective of the ideological differences, the political parties in general were liberal in their efforts helping the process of attaining independence. Besides, they did not have alternatives to promote the development-oriented welfare measures and therefore with the help of a single point agenda of Independence, the joint efforts came to a logical conclusion. After the attainment of independence, the environmental conditions changed, behavioural patterns and attitudes changed, objectives changed and rival ism cropped up, system of communication changed and therefore, the party at almost all the levels required a new vision and a new approach. We go through the problems in two parts covering a study of the environmental conditions in politics before the attainment of independence and an in-depth study of emerging trends and evolving conditions after independence. Pre-independence Political Environment: As and when we start talking about the political environment before independence, a large number of personalities come up before our eyes; such as Lokmanaya Bal Gangadhar Tilak, Raja Ram Mohan Roy, Sardar Patel, Mahatma Gandhi, Jawaharlal Nehru, Subhash Chandra Bose, Jaya Prakash Narayan, Ambedkar and many others. The revolutionists like Khudi Ram Bose, Chandra Shekar Azad, Ram Prasad Bilsmillaha, Bhagat Singh injected life and strength to our independence movement. Acharya Kripalani, Shantirup Bhatnagar, Acharya Narendra Dev, Sarojini Naidu, Madan Mohan Malviya, Mohammed Ali Jinnah, Dr. Ram Manohar Lohia, Abdul Kalam Azad, Dr. Zakir Hussain and others, irrespective of attitudinal and ideological differences fuelled the movement for independence in a right direction. The list is so big that identification of their names is not so much significant rather the most important thing is involvement and participation of all the political and social leaders who directly or indirectly created a situation that ultimately resulted in the attainment of independence.

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Strategically, their paths were different but practically the destination was the same. The transformation of independence movement culminating in the attainment of independence has a long history. The Quit India Movement speeded up the process which was activated under the leadership of Mahatma Gandhi. The participation of almost all the political and social leaders in the Quit India Movement forced the British to quit this country, and we became independent. With the attainment of independence, we faced multi-dimensional developments in the political environment of India. After the attainment of independence, the political parties except the Indian National Congress Party were unorganised which provided to the Congress party an opportunity to thrive. The well crafted image of Pt. Jawaharlal Nehru helped party in many ways. Post-independence political environment: A study of the political environment of India during the post-independence period reveals a number of points making the environmental conditions unfriendly. The planned concept of development promoted by Pt. Nehru assigned due weightage to the development of industries which had a strong industrial base. The technology started playing a positive role in the development of national economy. Since the Congress Party initiated the independence movement, they were in a position to capitalise on the opportunities. They had a major say in the government. The intensity of competition was very low since political parties in general were not strong enough to face the challenges and threats generated and aggravated by the Congress Party. When Indira Gandhi became Prime Minister, the development efforts were channelised which in addition to other aspects also increased rivalism and a number of political parties came into existence. To excell in competition, it was essential that promotional measures are strengthened. From here, we find the beginning of the concept of political marketing. The transportation, comfTl!lnication, power sectors changed the strategic decisions of political parties. However,-"change was not possible unless they formulated a joint or united front. The organisation and management of the Congress Party was considerably influenced by the evolving changes. The late lamented Rajiv Gandhi played an important role in managing, monitoring and controlling the party affairs. It was during his time that use of technologies and marketing professionals in the field of election campaigns was promoted. The significant developments in the media field paved the way for the use of management principles in Congress Party where the marketing practices were given due weightage. The designing of election posters, composition of election slogans, speeches, messages were done with the support of management professionals. This was a beginning and the credibility goes to Late Rajiv Gandhi. Bharatiya Janata Party promoted this concept because by that time we find a number of developments in the field of communication and information technology. The print, telecast and the broadcast media were in the most sophisticated form. The increasing significance of communication technology in the field of politics was also on account of the fact that by that time the intensity of competition was at its peak. Almost all the political parties were interested in channel ising the use of technology which required services of world class marketing professionals.

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In the decade of 1990s, we find the concept of marketing getting a place in the Indian politics which in the 21 st century has taken a new shape where innovative efforts of professionals would playa decisive role. It is against this background that we find it a subject making use of political as well as the management tracks.

POLITICAL SOCIALISATION Political socialisation is considered to be a process through which political culture is internalised and certain political orientations are developed in an individual. It is a process through which an individual develops his/her awareness related to the political system which ultimately determines his/her perception of politics. It is also known as a process of development through which an individual enriches his/her knowledge, attitudes, values and beliefs related to the political fieldJ Since political system is closely associated with the multi-dimensional developments in the political systems, it is quite natural that emerging changes in a society have a telling impact on the perception of political socialisation. It is against this background that a degeneration in values in society has led to an analogous degeneration in the attitudes of the political leaders. The behavioural patterns and the decision-making criteria of almost all the political organisations have now been considerably influenced by the changing perception of politics, which, in a true sense, is found an invasion on their positive thinkings on the development process. The perception of political socialisation has not remained the same since from the ancient to the modern age, there has been a fundamental change. Kautilaya, the political guru was influenced by a different perception which assigned due weightage to value-orientation, personal commitment, sacrifice and dedication. An imprint of the same is noticed on his policy and strategic decisions which motivated him to stay in an ordinary cottage even though he was a Prime Minister. Gradually we find a change in the perception because of a large number of changes in the social systems. During pre-independence period by and large almost all the political parties and organisations worked towards attainment of independence, therefore political rivalries and values did not surface. A basic change was visible after the independence in 1947; almost all the parties and leaders started working with a different motives. The emerging multi-dimensional changes in attitudes, beliefs, and values resulted in a change in the perception of politics which was sizeably influenced by materialism and self. Scientific advancements accelerated the pace of development which could be instrumental in changing the attitudes and life styles. Consumerism injected a new life and strength and changed the character and vision of the masses. All the political parties, organisations and leaders virtually are direct products of the social systems and therefore we find imprint of a change in the social systems, particularly in the mental make up of an individual. Since materialism prevailed and influenced the social systems and behavioural patterns, the political system was also motivated. It was in this context that a fundamental change in the attitudes of political leaders led to the multi-dimensional negative developments. We can't negate that society remains to be the focal point around which all the organisations and their people cluster. If the

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society is value-based, the masses from the very beginning of the learning stage get an opportunity to activate the process of value-orientation. A clear line of difference between good and bad, right and wrong, deeds and misdeeds can't be drawn unless the society assigns due weig.htage to the contributions of an individual or an institution, motivating or demotivating them in the face of their positive or negative contributions. "Political socialisation refers to the learning process by which the political norms and behaviour acceptable to an ongoing political system are transmitted from generation to generation." "With this observation, Sigel (1965)8 made it clear that value-orientation is an ongoing process that should start from the very beginning of learning stage. Rush and Althoff (197.2)9 made it clear that political socialisation is the process by which an individual becomes acquainted with the political system and determines the perception of politics and his reactions to the political phenomena. It is determined by the social, cultural and economic environment of the society in which the individual lives and learn by interaction of experiences and personality of the individual. Once again we find emphasis on the fact that environmental conditions influence us and playa decisive role in the formation of attitudes. Greenstein (1968)10 opines that, narrowly conceived, it is the deliberate inculcation of political information, values and practices by instructional method; therefore he focuses on political learning formal and informal, deliberate and unplanned at every stage of the life cycle including not only explicit political learning but also nominally non-political learning of political relevant personality characteristics. Dawson and Prewitt (1969) 11 find it a development process through which the citizens mature politically. The above observations and vi.ews of different experts refer to the learning process through which right from the very beginning of development of personality, the values are to be injected. In the process we need involvement of all sections. In the Indian context, the educational institutions have not been successful in activating the process of value orientation. Further, in the family also, the parents appear indifferent to the ethical dimensions of personality development. Not only this, the parents often find it difficult to instruct their wards because they are also party to the process of valuedegeneration. Thus, at both the stages of learning, we find absence of ethical dimensions and values which makes our task of value-engineering very difficult. Of late, we find multi-dimensional degeneration in the political environment which makes it essential that we think seriously over the problem on a priority basis. It is quite natural that in absence of socialisation of politics, comercialisation gets a place which forms a vicious circle of making investments and getting a profitable return. The political leaders are fast developing a new cult that energises the process of commercialisation of politics. If they willingly or unwillingly spend large amounts to manage elections or party affairs, they expect lucrative return. From here, the degeneration process starts. The reversal of this cycle becomes difficult because they start merchandising politics. They are not aware of the fact that political organisations don't have a legitimate right to make profits. Hence, there is need to conceptualise and practise political marketing with the prime focus on social marketing.

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POLITICAL MARKETING - THE PERCEPTION AND MISPERCEPTION Before injecting life and strength into the conceptualisation process, it is essential that we perceive the concept rightly and develop the one helping political organisations in crafting a positive image. The political organis.ations, like other social organisations are supposed to subserve social interests and, in addition, they also have a responsibility to protect and promote public as well as the national interests. It is essential that they develop professionalism for an optimal blending of the different facets of social transformation. The rpodern management principles, substantially influenced by social marketing, make it essential that like other non-profit organisations, the political organisations also take into c(;lnsideration their accountability to the society as well as to the social institutions. The concept of political marketing thus draws our attention on practising modern marketing pri'lciples considerably influenced, guarded and regulated by defined principles of social m