Clergy Evaluations of the Appropriateness of Marketing Activities

Abstract

This paper examines the extent to which the clergy's views of the use of marketing activities by churches and ministries have changed over the past five years. This study examines five marketing activities-service offering and design, distribution, promotion, pricing, and market research. The activity viewed most favorably by both groups was distribution activities such as free transportation and the broadcasting of services, while pricing (i.e., asking for larger donations) was viewed as the least favorite marketing activity. The information provided through this study indicates a downturn in the ratings toward the use of marketing activities, which could possibly be attributed to the increasing negative press generated by tele-evangelists and the smaller sample size of this study.

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