S/M/188. For a ‘non-traditional’ market, such as provision of local authority services, charities or societal marketing campaigns, discuss how relevant the understanding of the marketing concept is to helping the realising of their goals.

In recent years marketing ideas and practices have increasingly been applied by non-profit making organisations and in non-commercial situations.” (Cowell and Henry, 1977). Organizations within ‘non-traditional’ markets are usually always non-profit organizations. There are many types of non-profit organizations that serve the public, they can be privately or publicly owned. Usually their primary goal is non-economic, for example to protect birds and animals (RSPB and RSPCA), the provision of education (schools and universities), cultural enrichment (an orchestra), the provision of healthcare (NHS), to relieve famine (Oxfam), to foster community activities (community association) or to provide public services (local authorities). “The idea is that the basic principles of marketing are applicable to any type of organization that offers a social service, a legitimate social cause, or a philosophy or ideology.” (Myers, 1986:560)