| dc.description.abstract | The turbulence ofthe contemporary business environment places a special importance on the role of strategic marketing on the market and competitor monitoring activities. The key to achieving customer satisfaction is linking buyers' needs with the organization's product or service planning process. Success in creating high quality products and services depends most importantly on finding out which dimensions of product and service quality drive customer satisfaction. Organizations including NGO's need to develop sound strategies that help to fu By understand the landscape, ward off threats, and become more capable to meet changing conditions.
Businesses that are market oriented allow their culture to systematically and entirely commit to the continuous creation of superior customer value. Marketing strategy contributes to competitive advantage by combining the customer influencing strategies of the business into an integrated array of market focused actions. The objective of the study was to detennine extent to which strategic marketing practices are applied by Non Governmental organizations in Nairobi, Kenya. The research design for the study was a survey ofNGO's operating in Nairobi. Stratified sampling was used to classify the data into strata.
The study used primary data which was collected using a questionnaire. The data was summarized using descriptive measures, percentages and frequency distribution tables while tables and graphs were used for presentation of findings. In accomplishing an analysis details with efficiency and effectiveness Statistical Package for Social Sciences (SPSS) software was utilized for the study.
The study established that strategic marketing practices which were applied by the NGOs were that some NGO's carries out their own or commissioned market research, some of them provides subsidies in some of the services instead of free services and that some of the organization have wen integrated marketing and branding activities such as Media, public relations, logos, and websites.
The adoption of the strategies also creates value for the firm. The recommendations were that there are great deals of competitive advantage that can be harnessed from strategic marketing practices in an organization. Towards the achievement of this, an organization should implement appropriate process of identifying and harnessing the practices in the organization in order to face the challenges from the uncertain business environment | en_US |
