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

Bukhara State University
Senior Lecturer of the Department of
Marketing and Management
Ashurova Muborak Khairullaevna
[e-mail]

SPECIFIC DIRECTIONS OF MARKETING RESEARCH IN THE ACTIVITIES OF NON-PROFIT ENTERPRISES

Abstract:

Introduction. This article reflects specific areas of marketing research in the activities of non-profit enterprises, information on the process of their evaluation using specific analyses.

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.
Results and discussions. We evaluated the Havas education training center as a research facility for conducting and analyzing marketing research in non-profit organizations.
The educational center "Havas Education" first began its activities in 2020. At the beginning it was called STANFORD LC.
Conclusion. In conclusion, we can say that the market research conducted in the activities of the English language training center "Havas Education" shows that the training center occupies a special, unique place among the courses in the city of Bukhara. courses for certificates in English. It is believed that in the Bukhara region he has special applicants and customers.
Keywords. Non-profit organizations, division of labor, marketing environment, marketing research, STEP/PEST analysis, ETOM analysis, QUEST analysis, SWOT analysis.


Introduction:
Non-governmental non-profit organizations can be created to achieve social, charitable, cultural, educational, political, scientific and managerial goals in the field of protecting the health of citizens, developing physical culture and sports, satisfying spiritual and other non-material benefits. the needs of citizens. It is created to protect the rights and legitimate interests of citizens and organizations, resolve conflicts and disputes, provide legal assistance, as well as other goals aimed at achieving public interests.
Non-profit organizations have the right to engage in entrepreneurial activities if this activity is aimed at achieving the goals of the organization.
The modern world is viewed as a world of various organizations, which are "a set of people, groups, united to achieve a goal, solve problems based on the principles of division of labor, responsibility and hierarchical structure." Organizations are created to meet different needs of people and therefore have different purposes, sizes, structures and other characteristics. In the conditions of a modern market economy, enterprises themselves make decisions that were previously the prerogative of the highest management bodies. They independently formulate goals and objectives, develop strategies and policies for their development, find the necessary funds for their implementation, hire employees, purchase equipment and materials, solve many structural issues, etc. However, any organization (enterprise, firm) that is an integral system system and possessing all the signs of independence characteristic of working in market conditions, is at the same time part of a more complex and dynamic system.
The marketing environment of an enterprise is a set of active actors and forces that influence the organization and the ability of the marketing service to successfully interact with customers. The marketing environment is understood as everything that is outside the external boundaries and structure of the organization, but has a significant impact on the level of performance of its functions.
A marketing environment that is fluid, restrictive, and full of uncertainty has a profound effect on the life of a firm. Marketing environment factors are a set of "unmanaged" forces with which firms must develop their marketing mix. Therefore, the company must carefully monitor all changes in the external environment, for which it is possible to collect market research and external current marketing information.