In reality, the use of marketing in its true nature allows you to create that value shared by the public necessary to spread those values of which the Ass is the bearer. NP. AF : Lack of managerial culture, fear of an overly commercial approach, absence of adequate economic and financial resources. What differences exist between the Profit and Non-Profit markets? AC : While for a company the market is represented by the recipients of its service (end customers or business customers), for an assistant. Non-Profit, generally the issue becomes a little more complicated because it is faced with two types of public, a "primary" public represented by the recipients of its service, and a secondary public represented by public administrations, financiers and in some cases Opinion Leader. All those subjects who make it possible and easier to carry out and disseminate knowledge of the Association's activity.
AF : Speaking of Non Profit we France Phone Number want to underline that there is no organization that can dispense with studying the markets and segmenting its users; even an NPO such as a religious institution will, in carrying out its activity, have to study a segmentation to efficiently reach the possible recipients of its religious message (e.g. believers, practitioners, believers, non-believers). In the non-profit sector the most used marketing levers are certainly communication and PR; What other marketing levers can be profitably used in the Non-Profit to determine the correct positioning of the service offered? AC : In fact, using the levers of operational marketing within a strategic marketing plan is a complex job that requires particular attention. To give an example, the price is a very delicate lever to use because the service offered must often be offered at prices accessible to all, often without being able to cover the costs necessary to carry it out.
This is why before thinking about the levers of operational marketing there must be a clear basic strategic planning that allows the coherent use, and without "wasting resources", of all the levers of the marketing mix. AF : As regards the application of the marketing mix, attention must be paid to the differences existing between the two types of organization (FP and NP), in relation both to operations and to the relationships existing between the subjects that revolve around the NPO ( Stakeholders). In fact, while FP companies have operations more oriented towards obtaining an economic profit linked to the sale of a product, NP companies are more active in terms of obtaining a consensus which is also - in a more large – a profit, but is linked to the provision of a service offered free of charge, or through the payment of a lower price. This has notable consequences from an accounting point of view, as it also changes the perception and communication of value, in relation to the use of marketing levers to be used.