Though Most Universities Are Nonprofit Organizations, They Are Engaged in Marketing

question 140

Essay

Though most universities are nonprofit organizations, they are engaged in marketing strategy choices, just like businesses. For example, universities must decide if they should increase or decrease product mix breadth or increase or decrease product line depth. Using your university, describe a real or plausible example of each of these four potential changes.

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Definitions:

Self-Schema

Cognitive structures derived from past experiences that guide how individuals perceive, interpret, and respond to information about themselves.

Collectivist Cultures

Cultures that emphasize group over individual. The focus is on the interconnectedness of individuals, particularly the interdependent nature of their social relationships and identities.

Individualist Cultures

Cultures that emphasize the individual and value individual achievement.

Societal Role Expectations

The anticipated behaviors and responsibilities assigned to individuals based on their social position or status within a society.