A Research Study to Investigate the Effectiveness of Faith-Based Marketing

A Research study to investigate the Effectiveness of Faith-based Marketing

(A Case Study of U.K Churches)        

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Chapter 1: INTRODUCTION

The first chapter of the paper will present the thesis of the project by introducing it with a background of the current trends within marketing and justifies the relevancy of the research problem.  In the next point, the purpose of the study is settled in order to build a logical bases for the problem discussion. The logical bases has been built up on points that detail the deficiencies in the literature and provide a further explanation of the phenomenon of interest and its affected audiences. This is followed by the research question and objectives.

1.0 Background and justification

The emerging innovative ways of marketing have undoubtedly changed the manner in which the business sector operates. Being a stepping-stone to globalization and a sharpener for any nation’s competitive edge, the customer-oriented marketing has been the craving for every nation. Today, people globally have access to goods and services irrespective of their locality. Technology has transformed the way how financial transactions happen. In fact, in so far as the technologically driven marketing is concerned, marketing can only be limited by ones’ own imaginations. Consequently, competition has increased in considerable levels and this, therefore, calls marketers to find innovate ways to succeed since the times are tough. Organizations in the non-profit sector –such as churches- have to compete similarly, however the “profit” made is to fund their maintenance and different charitable activities. (Lee, S. - Sinitiere, L. 2009) For this, they do not only have to reach, but also retain their members and other donors who are able to contribute to the operation financially.

1.1 Purpose of the study

The focus in this study is on how the religious institutions adopt the classic business marketing methods forming it in accordance with their ethics and moral.

1.2 Deficiencies in the evidence

Due to the time limitation and the lack of resources available, attention is narrowed down to one religion: that is Christianity. Further rational, supporting the choice of Christianity as the primary focus, is that it is the dominant religion in the United Kingdom –where the secondary research was conducted- with the highest percentage of believers. (Woodhead and Catto, 2013) This fact consequently makes the investigation of Christian churches and their marketing activities more relevant than other religions.