You have taken a temporary position as a Marketing Executive in a cutting edge technology company called Abdi Industries PLC run by Gunther Abdi. Initially the company made its name making energy storage solutions, particularly in connection with solar and wind power installations. These products have been well received by the market allowing Gunther to boast that' a good product doesn't need marketing'! Nevertheless, the firm does have a very small sales and marketing team.

More recently the firm has focussed its research on long life batteries and now aims to produce these on a large scale for affordable electric cars. The market for the batteries is potentially extremely large and profitable. There are also opportunities for smaller versions of the battery in children's toys and mobile (cellular) phones. Yet, for the first time in his career as an entrepreneur Gunther's product is facing severe competition.

One of the directors in the business has asked Gunther for clarification of the marketing mix in practice. Gunther has asked you to write some draft responses for his consideration. You must write a draft response to him which:

Evaluate the use of the extended marketing mix on a chosen organisation in the non-profit sector.

Learners should choose a well- known NGO or charity where they can access the relevant information. The evaluation should clearly show how the extended marketing mix is applied and the benefits and issues which arise..