Экономические науки/6 маркетинг и менеджмент

Ivanova N.E., Usachev V.A.

Donetsk national university of economy and trade of a name of Michael Tugan-Baranovsky, Ukraine

THE CONCEPT OF SOCIALLY-RESPONSIBLE MARKETING

The concept of socially responsible marketing proclaims a problem of the organization an establishment of needs, requirements and interests of the target markets and satisfaction of users more effective, than at competitors, ways at preservation or well-being increase as consumers, and societies as a whole. The concept of socially responsible marketing demands the account in practice of marketing of social and ethical questions. Experts in marketing as conjurers, are compelled to establish balance of the inconsistent indicators defining incomes of the company, satisfaction of requirements of consumers and public interests. To some companies which are guided by the concept of socially responsible marketing, it was possible to reach considerable sales volumes of production and high profitability. Pioneers of socially responsible marketing - companies Ben both Jerry's and The Body Shop. Orientation on social marketing - one of versions of socially responsible marketing became one of the major factors of success of these companies. Distribution of the given practice is connected with the several reasons: care of image of the company, aspiration to exclude possibility of negative publications, desire to humour consumers, necessity of representation to the market of new product samples, expansions of a circle of buyers and sales volume increase. Critics social marketing reproach its adherents with impudent operation of the best feelings of public and illusion creation that consumers carry out the public duties by acquisition of the concrete goods, instead of direct donations. Social marketing - is studying and formation of requirements of buyers and satisfaction their more effective methods, than competitors, under condition of increase of well-being of all members of a society. Thus well-being is understood as set of the material, spiritual, social blessings which the subject of well-being owns and which uses for satisfaction of the requirements. Social marketing represents, thus, the mechanism of the coordination of requirements and interests of consumers, requirements and interests of the enterprise and requirements and interest of a society. The term «social marketing» has been used for the first time в1971 It designated attempt of application of principles of marketing and its technics for assistance to the decision of social problems, realizations of social ideas, and also in the course of social actions. Then in a field of activity of the organizations the decision of various public problems even more often began to be intertwined. As F.Kotler marks, «the concept of social marketing has received subsequently wider application. It, for example, is used rather «socially-responsible marketing» business firms or concerning any marketing activity of the noncommercial organizations ». Here Kotler besides concepts« social "and" socially-ethic marketing »uses for the first time concept« socially-responsible marketing ». F.Kotler has given one of the first definitions of social marketing. In it the scientist places emphasis on a principle of consumer orientation as tries to understand why certain groups of people have determined relation to something and what problems will arise in connection with change of this relation. After F.Kotler V.E.Gordin treats social marketing as marketing of ideas. But when the researcher gives reason for requirement for such marketing is beyond a narrow orientation on target group as as its characteristics names the following:

1.Regulation by a society of social changes by methods of belief, any stimulation that corresponds to marketing toolkit.

2.Strengthening of a role of non-profitable sector in the decision of the majority of social problems.

3.Penetration of market relations into all spheres of life of a society. At advancement of social ideas as means of payment money, and other instruments of payment — for example, credit of trust to church as to the social institute, capable to strengthen sphere of family relations and as a whole a society morale act not. At V.E.Gordina speech basically goes about marketing of ideas which, in its opinion, approaches to public social interactions as to the modernized system of market relations: as the seller of social values, ideas the society in the name of the institutes, and buyers — members of a society acts. Nevertheless it is noticed that as the manufacturer of social ideas the commercial organizations even more often act. The concept of social marketing is characteristic for the present stage when the world gradually passes to a new paradigm of social and economic development. Whereas the former paradigm was characterized by not optimum use of the basic resources: according to it human resources will be underused, natural — are maintained excessively. Enrichment of the social maintenance of management, the modern requirement of higher level of adaptedness of manufacture to the social changes, fuller satisfaction of needs and inquiries leads to change of a paradigm of management. Thus there is an enrichment of the social maintenance of planning of manufacture. It allows to consider social marketing as specific function of social management and as a special kind of planned activity, the original planned tool of regulation of market economy.