A charity like NSPCC operates in a complex environment influenced by political and social difficulties, family relations and laws. The vulnerability of the charity like NSPCC is determined by its degree of dependency on a resource and the external sources of this resource (i.e., the greater the dependency, the higher the potential for loss of autonomy). NSPCC depends upon resources and philanthropy (NSPCC Home Page 2008).
7 Ps model can be applied to NSPCC and its activities. The main Ps are product, price, promotion and place. Strong position of a charity organization is based on brand loyalty and high quality of service range. The likely decision process of the target market is the quality and unique taste that appeals to the consumers' minds with offerings. Product positioning is characterized by establishing trustworthiness, confidence, and competence for customers. NSPCC establishes trustworthiness and unique image as a children's rights organization (McDonald and Christopher 23). This strategy is supported by the "buying process" and the pricing, and as the most important high quality of all services. Pricing decisions influence the organization forcing it to find new ways to reduce costs. NSPCC can use flexible cost-plus pricing to ensure that its services are competitive in the context of the particular market environment. NSPCC has to spend its own resources in order to meet the requirements focusing on technological efforts, security and support. NSPCC opens new officers and involves different social institutions in order to meet needs and demands of the target audience. As a typical marketing company, NSPCC promotes its activities and policies including public relations and advertising campaigns. Modern marketing is customer-oriented, so a charity organization like NSPCC depends upon physical layout, customer service and processes concerning customer service. Unique services help NSPCC to sustain its market position and develop strategies according to current needs and demands of the target audience. Given the increasing turbulence and complexity of the market place, and the rapid pace and impact of technological change, the need for a disciplined, systematic approach to the market has never been greater. Customer service and processes involve call centers and support, people's centers and live chats, etc. Physical layout involves attention to learning environments and attractive layout of agencies, etc. in sum, these features show that NSPCC follows marketing principle of a traditional business applying them to unique environment and purposes (McDonald and Christopher 29). The location of the customer is not strictly physical, though. In many if not most instances of service-giving, location is preponderantly psychological. Even physical location is likely to be chosen for its psychological "image" association or its easy exploitation of well-established customer habit. Successful service is always as much an entertainment