BermuDA CIVIL SERVICE ASSOCIATION

Bermuda Civil Service Association

Bermuda Civil Service Association

Introduction

Bermuda Civil Service Association is a trade union in Bermuda. It was founded in 1952 as the Bermuda municipal Service Association, and altered its title in 1971. The BPSU is affiliated to Public Services worldwide and Union mesh International. The need for such an association was supported by Senior municipal domestics who were disgruntled with their periods and conditions of paid work and galvanized to seek improvements.

Organization's leadership, their activities and programs, and their marketing promotions

Bermuda Civil Service Association has started to adopt business-like techniques (Goerke, 2003) used in the for-profit sector as they are becoming increasingly confronted with market pressures typical of for-profit organizations, like competition for funding and the need to earn money to fulfil their mission (Andreasen and Kotler, 2003; Alexander and Weiner, 1998; Dolnicar et al., 2008). These techniques and approaches have been recognized as important to Bermuda Civil Service Association (Gonzalez et al., 2002); one in particular is especially important - the marketing concept - which advocates an understanding of the customer (Day, 1994). It appears, however, that the competitive advantages that could be gained from using the full portfolio of the marketing toolbox are not harvested as successfully as they could be (Bruce, 1995).

Discuss how this organization creates utility; time and place utility are most common for non-profits

Instead of embracing the marketing concept and beginning the marketing process with the customer and investigating what the market actually needs and wants (Gonzalez et al., 2002), Bermuda Civil Service Association has an “organization-centered” marketing mindset and may falsely believe that their product or service is needed by the market (Andreasen and Kotler, 2003). A number of other researchers agree with this viewpoint in emphasizing the importance of market orientation for the non-profit sector (Kara et al., ...