Specific directions of marketing research in the activities of non-profit enterprises

Research methods:
Marketing research is a systematic determination of the necessary information in relation to the marketing situation facing the enterprise, their collection, analysis and presentation of results. An external system for collecting current marketing information is a set of sources and methodologies through which managers receive daily information about what is happening in the commercial environment.
Analysis of the marketing environment is carried out using:
STEP/PEST analysis¹. It is considered as an analysis of the marketing macro environment. It is based on the study of factors: social nature (Social), technological characteristics (Technological), economic nature (Economic) and political characteristics (Political). Application of STEP-analysis is applicable to politically stable economically developed countries. In countries with weak economies, where political and economic factors predominate, it is customary to use PEST analysis. When conducting an analysis, it is necessary to take into account the priority level of various environmental factors in terms of their activation / stability, strength and probability of the impact vector. The analysis can use a variant of a simple four-field matrix or a variant of a tabular form. These two options have both advantages and disadvantages. The choice of option is determined by the goals of the analysis, the level of training of specialists and other factors. To achieve the best results when studying the dynamics of the influence of factors on the company's activities, it is recommended to constantly use the same option. In this case, it will be possible to obtain a “response model” to a set of macrofactors in the external environment of a given enterprise, that is, an experience model that is useful to use in terms of quality improvement. management decisions taken at the enterprise.
ETOP analysis.² This is a method of analyzing the opportunities and threats of environmental factors (Environmental Threats and Opportunities). The matrix method is characterized by the fact that it is based on a limited number of factors, the selection of which is carried out empirically. The method seeks to facilitate the rationale for the response of a given company to a set of environmental factors (macro-environment factors).