Marketing National Public Radio

The broadcasting industry is broadly comprised of both radio and television broadcasting segments. Within each of these segments, however, there exists further divisions. Radio broadcasting, for example, includes, on the one hand, AM and FM divisions, and, on the other hand, network, syndicate, and local programming divisions. Within each of these divisions, there exist subdivisions for profitoriented and nonprofit operations, although most nonprofit radio stations are found in the network division (Blaine, 1989). The television segment has its own divisions and subdivisions. These divisions are

1 2not identified and discussed in this examination, as they are not directly related to the radio segment. It should be remembered, however, that the radio and television segments compete, in many instances, for the same audience.

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positioning requires that the marketing organization develop a general idea of what kind of offer to make to the target market in relation to competitors' offers. The public radio station, thus, will offer classical and jazz music programming, as opposed to the rock and roll, western, easy listening, and other musical offerings provided by commercial radio stations; the public radio station will offer radio plays and book readings, as opposed to the callin talk shows offered by commercial radio stations; and the public radio station will offer indepth news analysis, as opposed to the onthehour news capsules offered by commercial radio stations. 4. Marketing systems development is the task of developing a marketing organization, information system, planning system, and control system that promises to accomplish the company's objectives in the target market. 5. Marketing plan development involves the preparation of or the development of: (a) a situation analysis, which outlines major problems and opportunities, together with available strategic alternatives for dealing with the problems and opportunities; (b) marketing objectives and goals, which are a statement of major marketing objectives for a period of time, and tr
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Approximate Word count = 3519
Approximate Pages = 14 (250 words per page)

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