Arakelova, I.

Guzenko, M.

English

eLibrary National Mining University

Guzenko M.I. Arakelova, research supervisorDonetsk state University of managementROLE OF MARKETING IN THE ACTIVITIES OF THENONCOMMERCIAL SUBJECTSA non-commercial organization (NCO) is an organization which does nothave profit as a main objective of its activities. It can be created for achievingsocial, charitable, cultural, educational, scientific and management purposes insuch spheres as protection of citizens' health, development of physical culture andsport, satisfaction of spiritual and other nonmaterial needs of a person, protectionof rights and legitimate interests of other organizations, as well as for otherpurposes, aimed at the achievement of public goods.[2]All non-profit subjects can be divided into three types:1. State non-commercial subjects  (bodies of the state, legislative, executiveand judicial power; local organs of state power and management; budgetaryenterprises and organizations of health care, science and culture; the state powerstructures, etc.). Marketing of these organizations includes the following activities:- activities to promote and inform the population of the concepts andprograms of economic and social development, improve the defense capabilitiesand security of the country and etc.- activity on attraction of patients, students, scientific ideas, knowledge,cultural values, etc.2. Nongovernmental non-profit entities (political parties and movements;trade unions; non-profit charitable foundations and various associations, etc.).Marketing of non-state non-profit entities combines the marketing activities of thefollowing units:- Political parties, movements and blocs. Here are promotion activities ofpolitical ideas, concepts, programs for promotion of candidates on elections ofvarious levels.- The trade Union organizations. This activity is connected with involvementin the ranks of its new members, bringing up the workers prospects of developmentof the industry in accordance with the interests of the collectives and workers, etc.- Charitable and other foundations, non-profit associations. Examples ofactivities can serve the development and implementation of programs to fightAIDS, drug addiction, alcoholism, etc.3. Individuals engaged in non-commercial activity (independent politicians,scientists, workers of art and culture, etc.). Marketing activities are aimed at:- marketing independent politicians (to attract supporters, image-building,promotion of their ideas, election and other programs, etc.);- marketing of scientists, writers, artists (to attract attention of targetaudiences, the public, mass media, etc.).Features of marketing of individuals are determined by their legal status,financial situation and objectives of the marketing activities. [1]There is an opinion that non-commercial subjects are a better way offulfilling the social and public functions than the state itself, as they are workingwithin the framework of the main objective of a particular organization.But on the other hand, a significant negative role plays such a phenomenonas absence in the Ukrainian society focus on the evaluation of the results ofactivities of non-commercial entities. You need to consider the fact that the mainindicator of the performance assessment of non-profit entities is social effect. [2]Thus, you can do the conclusion that public importance and value ofnonprofit marketing is determined by the fact that it contributes full and effectivesatisfaction of such paramount needs of the company, as:- need in self-realization;- need in security;- need to protect the civil rights and freedoms;- need in health care, education and other socially essential services.References:1. Андреев С.В. Маркетинг некоммерческих субъектов.[Электронный ресурс] - Режим доступа. -URL:http://www.bibliofond.ru/view.aspx?id=5177162. Васильева И. А. Некоммерческие организации в Украине - Режимдоступа. — URL: http://www.ref.by/refs/98/23537/1.html

ROLE OF MARKETING IN THE ACTIVITIES OF THE NONCOMMERCIAL SUBJECTS

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ROLE OF MARKETING IN THE ACTIVITIES OF THE NONCOMMERCIAL SUBJECTS

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