The Mixture of Marketing Functions in Fundamental Teaching Institutes at Service Development

Document Type : Research Paper

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Abstract

Without any doubt nowadays marketing is one of the necessary things for every organizations which are involved in competition with other companies.In this way One of the strategies is suitable mixed marketing strategies. The purpose of this study was to represent an appropriate model in the fundamental teaching institutes which was done after identifing the mixed factors and characteristics of service marketing for non-profit organizations, especially for the non-profit schools, and to investigate the effects of each factor on the performance of these organizations. This study’s data has been collected through a questionnaire with 35 questions between 196 customers who were selected as a random sample of statistical population answered.In this regard,modeling was done with AMOS software and  based on the effects of each of these mixed marketing factors on organization’s performance are examined by the  SPSS software. Based on the results of data analysis, it was found that the seven service marketing mix factors affect on non-profit organization’s performance and the effects rate of each factor were identified. Thus, according to these results, process, physical evidence, product, and people factors were priority of these affecting and promotion, price, and place factors were on lower priority.

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References

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