BUS 120 -- Spring 2020: Institutional Markets

Institutional markets are made up of various types of profit and nonprofit institutions, such as hospitals, schools, churches, and government agencies.  Institutional markets differ from typical businesses in that they are not motivated primarily by profits or market share.  Rather, institutions tend to satisfy somewhat esoteric, often intangible, needs. Also, whatever profits exist after all expenses are paid are normally put back ino the institution. 

Definition adapted from the open textbook Introducing Marketing, page 37.

Nonprofits

Events

Fund Raising

Influencers