Marketing of non-profit organizations. Marketing strategy for non-profit organizations What underlies the marketing of non-profit organizations

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Introduction

Currently, marketing activities are crucial for the development of various organizations, including non-profit ones. Managing the marketing activities of non-profit organizations has great economic and social significance, as it helps to increase the efficiency of solving a wide range of problems that are paramount to society. The results of these activities are intended to satisfy certain social needs, and can be communicated to the consumer through the transfer and non-commercial exchange of information, cooperation, trust, respect and support. Therefore, marketing activities play a decisive role in ensuring the enterprise’s connection with the market. However, insufficient attention is paid to marketing issues in this area, and only a few non-profit organizations determine the need to use a marketing approach as one of the important factors in their effective activities. In this regard, the relevance of the problem of studying the marketing activities of a non-profit organization, its essence, role and specific features is justified.

General problems of non-profit marketing are studied in the works of foreign and domestic authors, such as: T. Ambler, I. Ansoff, B. Berman, P.F. Drucker, J-J Lambin, F. Kotler, M. Porter, J. Evans and others.

The works of domestic scientists are devoted to this problem: S.N. Andreeva, G.A. Vasilyeva, E.P. Golubkova, T.P. Danko, P.S. Zavyalova, N.V. Kazakova, O.I. Klimenko, M.L. Makalskaya, M.M. Maksimtsova, A.P. Pankrukhina, N.A. Pirozhkova, I.M. Sinyaeva, T.V. Yuryeva and others.

The purpose of the course work is to study the use of marketing activities for non-profit activities.

In accordance with the goal, the objectives of the course work are:

1. Familiarization with the essence of marketing activities for non-profit organizations;

2. Studying the specifics of marketing activities of non-profit organizations;

3. Studying the role of marketing activities for non-profit organizations;

4. Familiarization with the main directions of marketing activities of non-profit organizations;

5. Consideration of the main problems of marketing activities of non-profit organizations;

6. Consideration of the marketing activities of non-profit organizations (using the example of the State Museum of Oriental Art)

The object of the study is the marketing activities of non-profit organizations.

The course work consists of an introduction, a theoretical chapter, a practical chapter, a conclusion and a list of references.

: Theoretical foundations of marketing of non-profit organizations

The essence and specificity of marketing of non-profit organizations

Definition of Nonprofit Marketing

Marketing is a system for organizing the activities of an enterprise in the development, production, marketing of goods and provision of services based on a comprehensive study of the market.

The essence of marketing is:

Identifying needs (their study, formation, influence on them)

Orientation of activities to satisfy these needs, which is carried out through exchange (through the market)

Achieving in this way the specific goals of the organization (company).

Commercial activity, built on the principles of a market economy and “armed” with the concept of marketing, has proven itself to be highly effective.

But along with commercial organizations in every country there is a sphere of non-profit activity.

Non-profit organizations are organizations that do not pursue profit as the goal of their activities and do not distribute the profits received among participants Civil Code of the Russian Federation (Civil Code of the Russian Federation) N 51-FZ of November 30, 1994 - Part 1, Article 50.

All non-profit entities can be divided into three types:

1) State non-profit entities

Bodies of state, legislative, executive and judicial power at the federal level;

Local government authorities and administration;

State-funded enterprises and organizations of healthcare, science and culture;

State security forces

2) Non-state non-profit entities

Political parties and movements;

Trade union organizations;

Non-profit charities and various associations

3) Individuals engaged in non-commercial activities

Independent politicians, scientists, artists and cultural figures, missionaries

The federal law of the Russian Federation determines that non-profit organizations are created to achieve social, charitable, cultural, educational, scientific and managerial goals, protect the health of citizens, develop physical culture and sports, satisfy the spiritual and other non-material needs of citizens and organizations, resolve disputes and conflicts , providing legal assistance, as well as for other purposes aimed at acquiring public goods No. 7-FZ of January 12, 1996 “On Non-Profit Organizations”.

The distinctive features of non-profit organizations are their non-profit activities and focus on social impact.

A non-commercial product is the result of the activity of a non-commercial entity, not related to making a profit, and intended for non-commercial exchange. Examples of non-commercial products include:

Programs of political parties;

Non-profit services (educational, medical, cultural);

Goods not intended for commercial sale (humanitarian aid, medicines, patient care items), etc.

Consumers of a non-commercial product are society as a whole, individuals or population groups.

The sphere of non-profit activities exists in any country. Regardless of the government structure, political system, economic organization, in each country there are institutions of state power and administration, security forces, religious concessions, public organizations, cultural organizations, etc. All of them should be interested in ensuring that the results of their activities find a positive response in society, since only in this case they justify their existence and can rightfully count on funding from the state budget, contributions from founders, sponsorship, funds from philanthropists and other donors .

In addition, unlike for-profit companies, non-profit organizations do not seek profit and have non-financial goals and objectives. The effectiveness of non-profit organizations is determined by social benefit. But in order to work normally, any organization needs resources. Without financial support, no socially useful activity can continue for long.

Thus, non-profit organizations have to deal with two interrelated tasks Andreev S.N. Marketing of non-profit entities - M., 2008, p. 37:

Activities to attract the necessary funds and resources;

Using raised funds and resources in accordance with the mission of the organization to meet public needs.

Marketing allows non-profit organizations to solve these problems.

Non-profit marketing is the activity of non-profit entities or individuals who act in the public interest or advocate for an idea in a competitive environment, based on the principles of classical marketing and aimed at achieving goals not directly related to making a profit.

In other words, Marketing activities in a non-profit organization are activities that do not have the main goal of making a profit and are aimed at increasing the efficiency of the non-profit organization by attracting the economic resources necessary to ensure it.

Specifics of marketing of non-profit organizations

Although commercial marketing concepts are heavily used in the marketing of non-profit organizations, the marketing activities of this specific sector are more complex and have their own specific characteristics. The following specific features of the marketing activities of a non-profit organization can be identified:

Firstly, if in a commercial organization an indicator of successful marketing activities can be the profit received, then for a non-profit organization such an indicator is not a way to assess the effectiveness of activities.

A commercial entity (firm, company) creates and sells a certain product on the market it serves. According to the concept of marketing, if this product satisfies the demand of customers, the entity makes a profit. The assessment of operating results (in particular, profit) made by the founders and management makes it possible to determine the volumes and directions of financing the further activities of a commercial enterprise.

A non-profit entity, similarly, creates and markets a non-commercial product. If it satisfies the corresponding needs, a social effect arises - a certain benefit for society or certain groups of consumers.

Rice. 1.

Social effect, as the main indicator for assessing the performance of non-profit entities, is no less important for them than profit for commercial enterprises. It determines the effectiveness of non-profit organizations.

For non-profit organizations, making a profit is not at the top of the hierarchy of goals.

Secondly, these organizations have competitors in the form of commercial organizations.

Thirdly, non-profit marketing covers a very wide range of areas of human activity, much wider than the production and promotion of goods and services. These areas include:

Policy;

Public administration;

Defense and Security;

Education;

Religion;

Arts and culture;

Charity

The social significance of these areas of activity is no less than the significance of material production and trade.

Fourthly, non-profit marketing contributes to a more complete and effective satisfaction of such primary and vital needs of members of society as:

The need for self-awareness and self-realization of the individual;

The need for the implementation of civil rights and freedoms;

The need for participation in government;

Need for security;

Health care needs;

Need for education;

The need for social, cultural and artistic values, etc.

Fifthly, non-profit marketing helps solve the problem of establishing relationships between the interests of various groups of non-profit entities: government, non-government and individuals engaged in non-profit activities.

These circumstances determine the special social significance of non-profit marketing and the need to adapt the basic concepts of classical marketing to activities in the non-profit sphere.

The Role of Marketing in Nonprofit Organizations

What is the role of non-profit marketing in the activities of non-profit entities? Let's consider this issue using the diagram (Fig. 2).

Rice. 2.

The application of the concept of non-profit marketing, the tools and procedures that follow from it, allows non-profit entities to:

Create an optimal internal environment adequate to the declared mission;

Create non-commercial products that meet the demand;

To ensure effective non-commercial exchange and full satisfaction of particularly important social needs of society Andreev S.N., Melnichenko L.N. Basics of non-profit marketing. -- M.: Progress-Tradition, 2010., paragraph 2.1

Study and formulate the needs and demands of consumers;

Influence consumers, competitors and contact audiences using marketing communications;

Create and maximize social effect in given specific conditions

Win (or withstand) competition for investments and secure the necessary financing for its activities;

Ensure the efficient use of society's limited resources.

The English economist Bradford compiled a diagram describing the marketing activities of cultural non-profit organizations (see Appendix 2).

In accordance with this scheme, the role of marketing for cultural and art institutions is that it allows:

1. Build relationships with patrons

State

Local authorities

Private foundations

Trustees

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar documents

course work, added 12/11/2013

course work, added 08/06/2011

The essence and theoretical and methodological foundations of non-profit marketing. The idea of a three-sector economic model using the example of Russia. The evolution of the concept of “marketing” in modern market conditions. Application of the concept of social marketing in healthcare.

course work, added 08/23/2009

test, added 03/10/2007

Comprehensive market research in the marketing system. Market segmentation, product policy, types of client markets, demand formation. Product distribution in the marketing system. Specifics of marketing activities of Russian organizations in foreign markets.

abstract, added 11/17/2009

Concept, essence and principles of marketing. Methodological foundations, methods of marketing activities and its types. World experience in marketing development, its use in Russian conditions, modern concept and functions. Modern marketing strategies.

abstract, added 11/17/2009

Network marketing concept. History, evolution of network marketing. The essence and mechanism of functioning of network marketing. Sales pyramid. Legal regulation of network marketing in Russia. Operating principles of a network company. Single-level marketing.

course work, added 10/18/2008

The marketing strategy of a non-profit organization is the areas of activity of the organization that determine the ways to achieve the long-term marketing goals facing the organization.

The marketing tactics of a non-profit organization are a set of specific tasks of a private nature, as well as the sequence of their solution to achieve strategic goals.

Marketing policy is a method, a course of action aimed at achieving goals.

One type of marketing strategy is a positioning strategy. Positioning is the formation in the minds of consumers of a clear image of an organization or product that is different from competitors.

The positioning strategy in non-profit marketing is formulated in 2 main areas: positioning products against the background of competitors’ analogues or positioning the organization itself against the background of competitors.

When developing positioning strategies, one should proceed from the need to form among consumers, the public, competitors and contact audiences a certain positive perception of the non-profit organization and/or the product they offer in order to distinguish them from the crowd as special, having specific distinctive properties and characteristics.

Non-profit marketing practice uses positioning of both products and organizations in several ways:

positioning in relation to certain consumer segments;

positioning a non-commercial product through associations with a specific person;

positioning through associations with the place of origin of the non-commercial product;

comparison of the promoted product with competitors’ analogues;

contrasting the proposed non-commercial product with competitors’ analogues;

highlighting products belonging to a certain class Marketing classics: Collection of works that had the greatest impact on marketing / comp. B.M. Enis, K.T. Cox, M.P. Mokva; under general ed. Yu.N. Kapturevsky; lane from English T. Vinogradova and others - St. Petersburg. : Peter, 2001. - p. 256..

The formation of competitive advantages that underlie the positioning of non-profit organizations and their products must be subject to the following requirements:

higher consumer value of the non-commercial product than competitors;

higher quality than competitors;

the lowest price.

A nonprofit organization's marketing plan is a document that includes a description of the organization's situation, its needs, and the actions it plans to take over a specified period of time within a specified budget.

The marketing plan includes the following sections:

1. General Provisions. This section is a summary of the entire marketing program. It must fundamentally justify what the organization will do, how much it will cost, the timing of the program and how to evaluate the effectiveness of the organization.

Analysis of the current situation. This section analyzes the environment in which the program will be implemented and the organization's place in the external environment. This section must include a description of the needs of the target group and expected changes from the organization’s activities.

SWOT analysis. It describes the factors that influence the implementation process and ultimate success of an organization's program.

S - stronges - strengths - inherent features of an organization that make it strong.

W - weaknesses - weaknesses - inherent features of an organization that weaken it or limit its development.

O - opportunities - opportunities are trends or phenomena in the external environment that an organization can use for its development.

T - treats - threats - these are environmental factors that can in the future have a negative impact on the activities of the organization Andreev S.N. Marketing of non-profit entities / S.N. Andreev. - M.: Finpress, 2002. - p. 212.

Goals. The next step is to explain what the organization wants to achieve as a result of its marketing activities. Unlike a mission statement, goal setting should be extremely specific and directly relevant to the field of nonprofit marketing.

Strategy. Having defined in the “Goals” section what the organization would like to achieve, it is necessary to move on to the “Strategy” section, which describes how the organization is going to do this. For every goal there is at least one strategy.

Action program. This section is also called "Tactics or Activities". It explains the details of the organization's program and describes the specific activities that are planned to be carried out. Just as strategy flows from goals, tactics flow from strategy.

Management and control. This section should explain how it is planned to monitor changes in the current situation and make adjustments to the marketing program in accordance with them.

Finance. This section summarizes the marketing program in terms of its cost. Depending on the audience for which the marketing program is designed, this section should meet the requirements of charitable foundations, or may be written in accordance with the organization's accounting reporting system.

Control over the activities of an organization is divided into three types: control of resources, control of processes and control of the results of the organization’s activities (products).

Resource control reflects the organization's expenses, the use of the organization's facilities, equipment and other property, and the activities of each member of the organization in terms of resource use.

When monitoring processes occurring in an organization, the rationality, legality and effectiveness of the organization’s processes and the provision of services are assessed, as well as the participation of each of its members in the process of the organization’s activities.

Monitoring the organization's performance involves assessing the compliance of the program's goals and its results, and the performance of each member of the organization.

Communication is the process of transmitting and disseminating information in order to obtain support or change people’s attitudes towards something and their subsequent behavior Kotler F. Marketing management / F. Kotler; lane from English A. Zheleznichenko, S. Zhiltsova. - 11th ed. - St. Petersburg. : Peter, 2003. - p. 79..

Marketing communications is an element of the marketing mix, the purpose of which is to ensure relationships with consumers, intermediaries and other market participants, as well as to generate demand and stimulate sales.

Before contacting anyone, you should formulate the purpose for which this is being done. In addition, it is necessary to take into account many factors, including the characteristics of perception, the character and environment of the person to whom communications are directed. Protecting themselves from the aggressive pressure of external stimuli, people, in the process of perceiving information, filter it through selection, classification and interpretation.

Therefore, in order to achieve the required effect, it is necessary to organize the process of transmitting information in such a way that the message is selected by the recipient, classified and receives the desired interpretation (Fig. 3).

Rice. 3.

The development of an information message occurs in the following stages:

identifying the target audience;

formulation of the idea that needs to be conveyed;

choice of means of information transmission;

preparing a message;

message testing;

conveying the message and evaluating the results.

Main types of marketing communications

The main types of marketing communications include advertising, personal selling, public relations and sales promotion.

Personal selling is communication aimed at specific clients, i.e. personal and two-way, the purpose of which is to induce the client to make an immediate decision and at the same time obtain information from him for the organization.

Public relations are targeted actions that form a favorable image of the organization among various audiences.

Sales promotions are all temporary and usually local measures that complement advertising and personal selling and are aimed at increasing sales of a particular product or idea.

Characteristics of communication technologies in non-profit marketing

In addition to the main types of marketing communications, non-profit marketing also uses other types characteristic of non-profit organizations.

A press conference is a meeting of representatives of a non-profit organization with journalists, the main purpose of which is the targeted dissemination of information about the activities of the organization (news, documentation, photographs) among the editorial offices of the media Shurygina Yu.N. Information technologies of a non-profit organization / Yu.N. Shurygina, M.O. Pelevina, I.V. Nefedov. - N. Novgorod: Publishing House of the Volga-Vyatka Academy of Public Administration, 2004. - 56 p..

The advantage of a press conference is that it is always possible to check and clarify versions, and receive an additional package of news in addition to what is provided (information about speakers, press releases, photographs and texts of speakers).

The main goals of a press conference are to inform about any important event in one’s life, to present a new development concept that is of public interest, as well as to resolve controversial issues that have long been discussed by the public.

A briefing, unlike a press conference, is one-sided: an official representative reads out a document and reports the fact of an agreement or sets out the very essence of the position taken during negotiations by one of the parties.

The main purpose of the briefing is to satisfy the information needs of the audience, to communicate information and facts on behalf of official authorities or senior management, while clearly comparing different approaches of participants in the events to assessing the same issue, confirming the official point of view and briefly motivating the developed position.

A presentation is the transfer of information to a specific audience in a specific form for a specific purpose, combining the features of a press conference and an informal reception. R. Dyukarev. Social marketing for non-profit organizations: a practical guide / R. Dyukarev et al. - M.: Center for Non-Profit Education, 2000. - 196 pp.

The purpose of the presentation is to fully inform members of the organization, its partners and other interested parties about the features of a new project or idea.

Open Day is a comprehensive event to establish and strengthen connections with various categories of the public. As part of the opening day, conferences, round tables, presentations of new projects, services, etc. can be held.

Reception is one of the forms of external and internal policy of the activities of a non-profit organization. Receptions should be considered one of the most important networking and relationship building activities.

The conference is a means of maintaining connections and discussing problems in professional, corporate, academic, business and political communities. Conferences provide an opportunity for organizations to promote their projects, services, technologies, and ideas.

Press tour - a trip of journalists to the scene of events to obtain first-hand information.

The purpose of a press tour can be to show journalists the achievements of organizations, as well as to draw attention to socially significant problems.

There are many similarities between service marketing and non-profit marketing because non-profit organizations - schools, universities, health care facilities, libraries and museums - are primarily service-related.

Over the past decade, quite a lot of works by both foreign and domestic authors have appeared on marketing activities in the non-profit sector. Like any scientific discipline in its infancy, non-profit marketing is experiencing “growing pains”, which manifests itself in the lack of consistency, ambiguity of concepts, and terminological confusion. For example, in different sources there are different names for marketing activities in the non-profit sphere: “social marketing” (Kotler P., Roberto E.L. Social Marketing: Strategies for changing public behavior, 1989; Reshetnikov A.V. Social marketing and compulsory health insurance, 2002); “marketing of non-profit organizations” (Yuryeva T.V. Non-profit organizations: economics and management. 2000); “marketing of non-profit organizations” (Kotler P., Andersen A.R. Strategic Marketing for non-profit organizations, 1996); “marketing of the non-profit sector” (Kinnel M., MacDougal J. Marketing in the non-for-profit sector, 1997), etc.

Most often, these essentially different concepts conceal the authors’ ideas about the marketing activities of certain types of non-profit entities, and less often, the ideology of creating, promoting and selling competitive non-commercial products (the latter applies, first of all, to Philip Kotler and his co-authors).

Many works are deliberately focused on specific areas of non-profit activity (Schaaf F. Sports Marketing, 2002; Pankrukhin A.P. Marketing of Educational Services, 2000), do not contain a holistic marketing concept, but only individual procedures and tools.

Since the theoretical and methodological foundations of marketing in the non-profit sphere in the process of its formation have already reached the appropriate stage, we believe that there is a ripe need to establish order in the basic concepts and terminology, similar to that which exists in classical marketing.

It is necessary to adhere to the concept of non-profit marketing when it comes to the non-profit component of the marketing activities of non-profit entities, the result of which is the achievement of a certain social effect. The concept of marketing of non-profit entities includes both non-commercial and commercial components (aimed at achieving a certain economic effect).

The legality of using the concept of “social marketing” as a synonym for marketing activities in the non-profit sector and as the name of the corresponding scientific discipline raises serious doubts. The fact is that classical marketing in general, as well as all its industry “branches,” initially have a pronounced social orientation. It manifests itself in the fact that it is thanks to the ideology of marketing that it is possible to resolve one of the main contradictions of any society using a market economy: the contradiction between the interests of the manufacturer (seller), who seeks to sell more products at a higher price, and the consumer (buyer), who seeks to buy the best quality cheaper. product. At the same time, one of the main postulates of marketing states that only by satisfying the buyer’s demand can the seller earn a profit. Thus, classical marketing helps resolve this contradiction by performing the most important social function - harmonizing the conflicting market interests of sellers and buyers. Then the question arises: is it correct to call only marketing in the non-profit sphere “social”.

The legality of using the concept of marketing of non-profit organizations is beyond doubt if we are talking only about this type of non-profit entity. But it does not cover such entities as individuals engaged in non-commercial activities, and therefore cannot be synonymous with the concept of marketing of non-commercial entities, as follows from the context of some works.

Concepts such as “marketing of non-profit organizations” and “marketing of the non-profit sector”, in our opinion, are not distinguished by exhaustive rigor and unambiguity. We have already written that, according to Russian legislation, non-profit organizations have the right to carry out entrepreneurial (commercial) activities for the purpose of making a profit, but only insofar as this serves to achieve the goals for which they were created and corresponds to these goals (Civil Code of the Russian Federation. Parts first and second. Article 50, paragraph 3).

In this regard, we can quote from the book by A.A. Braverman: “Non-profit organizations do not set goals of increasing profits; for them, non-financial goals are as important as financial goals...” (Braverman A.A. Marketing in the Russian economy in transition: methodology and practice. - M.: OJSC Publishing House Economics", CoMarkt Ltd. LLP, 2002. - 639 pp., p. 58).

Such an inaccurate formulation of the question distorts the essence of the problem. Many non-profit organizations (if not the majority) in practice are engaged in entrepreneurial activities, forming independent or joint commercial structures. And if they are interested in developing and improving their non-profit activities, then they should strive to increase profits from business in order to use it for these purposes.

In some works of domestic authors one can find unlawfully free use of the very concept of “marketing”. For example, S. Kolegaeva writes: “Free offers (services and products) of the library aimed at strengthening or creating a new image of the library are non-commercial marketing, paid services are commercial” (Kolegaeva S. The influence of market relations on library management strategies// In the book: Formation of market relations in librarianship: Collection of scientific works of the RSL / Compiled by S. Kolegaeva, T. Makarenko; Edited by S. Petrov. - M.: RSL, 2003). Here there is a substitution of the concepts “non-commercial product” with “non-commercial marketing”, “commercial product” with “commercial marketing”.

Terminological inaccuracies can also be found in A.P. Pankrukhin, who, speaking about the marketing of educational services and products (EUP), writes: “Meanwhile, the subjects of marketing are all market entities, and not just manufacturers and intermediary firms. Participants in market and, consequently, marketing relations are not only educational institutions, but also consumers (individuals, enterprises and organizations), a wide range of intermediaries (including employment services, labor exchanges, registration, licensing and accreditation bodies of educational institutions, etc. ), as well as public institutions and structures involved in promoting EUP on the market... ...A special role among the subjects of EUP marketing is played by the personality of the student, the student, the listener...” (Pankrukhin A.P. Marketing of educational services in higher and additional education: Textbook. - M.: - Interprax, 2000. - 240 p., p. 9-10).

Firstly, it should be noted that participants in market relations are not necessarily automatically participants in “marketing relations”, since not all market entities profess and implement the concept of marketing even in developed, traditionally “market” countries. Secondly, the introduction of such a general concept as “marketing subjects” introduces, in our opinion, terminological confusion. In the theory of classical marketing, it is customary to separate exchange participants - producers (in this case, educational institutions), consumers (individuals, enterprises and organizations), intermediaries (employment services, labor exchanges), as well as contact audiences (public institutions and structures, media, registration, licensing and accreditation bodies of educational institutions). Uniting them with the concept of “marketing subjects” violates the idea of their real relationships and interconnections from the point of view of the theory of classical marketing, which is also unlikely to be correctly combined with the unambiguous concept of “marketing relations”.

In the work “Marketing Activities in the Theater Sphere”, its authors N. Vaganova and V. Gordin distinguish two types of marketing - “social” and “profitable”. In their opinion, the object of “social” marketing is government bodies, sponsors and part of the public, and “profitable” marketing is the highly profitable part of the public (Vaganova N., Gordin V. Marketing activities in the theatrical sphere // News of St. Petersburg UEF. - 2004. - No. 1. - P. 69.).

The social functions of marketing are, in fact, implemented in both cases. To be precise in terminology, the non-commercial component of theater marketing is manifested in the creation and promotion of specific artistic values to the market and achieving a positive response from viewers, the public, the media and theater critics. The commercial component is aimed, on the one hand, at providing financing and support from the state, sponsors, philanthropists and other donors; on the other hand, to satisfy the demand of viewers and receive targeted profits on this basis. Both components of marketing, commercial and non-commercial, “work” to gain the theater a certain competitive position in the market.

Some authors, either not having a sufficient knowledge of the theory of classical marketing, or inadequately perceiving its provisions, make very significant theoretical miscalculations. So, for example, A.V. Reshetnikov (Reshetnikov A.V. Social marketing and compulsory medical insurance. - M.: Finance and Statistics, 2002. - 336 p.: ill.), highlighting the “stages of social marketing”, loses sight of the needs and demand of consumers, despite on the fact that they are the starting point (p. 16); by consumer segments he understands only “social groups and layers” (p. 17), without taking into account all the variety of known criteria and signs of segmentation; mixes the concepts of “non-profit marketing” and “non-commercial activities”, “commercial marketing” and “commercial activities” (Table 2, p. 24). The statement of this author (following from Table 2) that “...non-profit (social) marketing... ...is used for exchange (in conditions of a change in socio-economic formation), the introduction of market economic mechanisms..." (p. 24) does not stand up to criticism. . Apparently, no special evidence is required that non-commercial marketing (or its individual elements) operates constantly, and not only “in conditions of changing socio-economic formations”, and is used not so much “for exchange” as to solve the problem of sales in a competitive environment .

In conclusion, we note that the activities of subjects of the Russian non-profit sector are characterized by a weak focus on the specific needs, preferences and demands of consumers. At the same time, this activity has particularly important social functions, and society’s limited resources are generously spent on its implementation.