Chapter One

Introduction

1.1.  Rationale of the study

 Application of marketing concept and strategies in social services is a hit topic in Hong Kong. Social services have only limited resources but is facing increasing demand and competition. What is the optimum position of the agency? How to allocate the resources effectively and efficiently to the most needy are vital to the survival and development of the services?  As a Business student several years ago, I am interested to explore how marketing  can contribute to the social service provision in Hong Kong.

 Over the last few years, increasing interest has been placed in developing an integrated model of youthwork services and Integrated Teams. Integrated Team has been assumed to be the major youth services provider in the coming future. In 1994, I had an opportunity to work in an Integrated Team as a placement student and learned that the operation in the Integrated Team is still in planning. It is believed that application of Marketing concep无忧论文 【http://www.uklunwen.com】t in the Integrated Team would help them to make intelligent decision about their focus of services and resources allocation. However, there are only  limited literature mention about the area of applying marketing in children and youth services. Previous study on Marketing and Children & Youth services (Hung, 1993) focused on the understanding and the benefits of applying Marketing concept by the agency rather than how to develop better Marketing strategies. 

 As the ultimate goal of Marketing is to fulfill the client's needs and allow the agency to grow and survive. Clients’ involvement and clients’ perspective should be taken seriously in the service planning and development. Author's experience in the Integrated Team proved that communication with clients, understanding their needs and explore their tastes are vital to the success of the programs and services. With the involvement of the clients’ view in planning the programs, the participation of the client was good and they highly valued the services. As stated by P. Kotler (1988):