Marketing not for sale.doc

 PAGE \* MERGEFORMAT 9 Marketing not for sale The concept of the market with its unique tension Has infiltrated all aspects of society Hong Kong - Pearl of the Orient, known for clean-known social atmosphere, not only because it is a high degree of legal areas, complete with a strict legal system, government agencies to enforce the law, but also with the Hong Kong Independent Commission Against Corruption (ICAC) adhere to a long-term to carry out Su greedy corruption inseparable. ICAC, as a non-profit organization, was founded in 1974. 24 years, from the marketing ideas and methods insist on the values of Hong Kong citizens for social promotion, and effective implementation of the law and anti-corruption education and corruption carried out with the relentless struggle to win the Hong Kong Federation of praise. Let us enter the ICAC following the operation of space, experience its unique marketing concept and marketing practices. 1. ICAC’s products and marketing goals As a non-profit organization, ICAC’s purpose is not to enhance the marketing of a tangible product or a class of sale of services, but to promote a special product - a series of values such as honesty, fairness and impartiality. From another point of view, ICAC’s goal is to make Hong Kong a change in the attitude of members of society it wants to achieve marketing objectives are: first, to let the public understand the dangers of corruption; Secondly, in the anti-corruption struggle, the fight for access to the public support; Finally, to establish efficient ICAC law enforcement agencies responsible for the image. 2. Marketing Environment In order to achieve these objectives, develop corresponding strategies, ICAC to carry out a careful investigation of each year, including the public’s expectations of ICAC, the views of corruption, attitudes, and the attitude of professional ethics. a. The public’s concerns and expectations 1996 survey showed that Hong Kong’s 1997 return of Hong Kong h