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Value proposition and target audience

Since inception, the company has emphasized on the overall need to maintain high levels of audience focus by offering the best possible services to the patients. As indicated earlier the organization has adopted a proactive mechanism where the problem is addressed holistically from the root causes. This is done through offering the educative programs that encourage the people to reduce the cancer causing habits like smoking. The value of this service has been hailed globally as people are more informed and take early caution.

The ability to focus on life saving by offering day and night response services has made the services offered to assist in saving lives with ease. Staff management and operations are based on devotion and intrinsic call to serve and give the best to the cancer patients. Notably, the main audience is the cancer affected people in US. This has been so because their lives are the most threatened by the disease. However, other people also form major audiences in that the organizations strategies success are based on the overall outcomes based on access and assimilation of the information provided to the people (American Cancer Society, 84-85).

Buying behavior and utility Over time, it became eminent that ACS

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operations required vast resources to effectively manage all of its operations. As a result, it assimilated the alternative income systems of accumulating resources necessary for maintaining high levels of efficiency in assisting the cancer patients. Notably, the organization is accumulating vast wealth through its role as a charity. By 1988, the organization had fund balance of over US $ 400 million with US $ 69 million being in land, Equipment, and buildings. External contributions by the people average US $ 500 million annually.

Bulk of the money comes from fund raising and public donations. However, over the last two decades, corporate companies have shifted greatly towards supporting the program. As indicated earlier the organization has taken strong consideration on perfecting its services to the patients. Since the assumption of the current name in 1945, it has emphasized on high quality services delivery based on promptness and overall immediate responsiveness to the different calls by patients. Therefore, high quality skills have been the overall baseline to give ACS the correct image.

However, controversy over the high payments that are given to its employees, cancer drugs and mammography has been consistent from the external realms. Since early 1990s, the organization adopted the policy of cooperation with companies and research institutions to ensure an upper hand in its mandate execution (American Cancer Society, 85-87a). Communication process for the ACS Communication forms a major platform upon which information is relayed with effective feedback systems for analysis to assess objectives achievement. Notably, the organization has used conventional methods for a long time to reach to the potential audience.

Public message and education systems have been effective in giving the people adequate information regarding the establishment and progress of cancer in the society. To add to that, annual reports, lobbying and entertainment media not only assisted in maintaining high level information, but also relay of the necessary feedback and guarantee inflow of the much needed finances. With time ACS has established innovative models of communicating with the patients and the general audience for better relay of the cancer related information.

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