Kniazieva T.
Doctor of Economic Sciences, Associate Professor, Professor of the Marketing
Department, National Aviation University, Kyiv, Ukraine
Dielini M.
Candidate of Economic Sciences, Associate Professor, Associate Professor of the
Department of
Management, Information-analytical Activities and European
Integration, National Pedagogical Dragomanov University, Kyiv, Ukraine
Kovalova M.
Candidate of Economic Sciences, Associate Professor of the Department of
International Economics, National University of Food Technology, Kyiv, Ukraine
CONCEPTION OF SOCIAL ORIENTATION OF MARKETING ON MACRO
AND MICRO LEVEL AS A TOOL FOR MANAGING THE COMPETITIVENESS
OF OBJECTS
Introduction. The evolution of marketing and the emergence of a concept aimed
at combining the interests of producers, consumers and society is conditioned by the
appearance of a concept of socially oriented marketing and a socially responsible
marketing system that contributes to the gradual increase in the degree of maturity of
a market economy and the strengthening of its regulatory mechanisms. This is due to
the enrichment of the social content of management, the modern requirements of a
higher level of adaptation of production to social changes, the need to more complete
realization demands of consumers.
Ukrainian entrepreneurs introduce principles of Corporate Social Responsibility
(CSR) starting with long-term planning, integrated into a corporate business strategy
that takes into account social, economic and environmental goals. Moreover, if the
company has already set the goal of having a significant percentage in the world
market, then compliance with CSR should be in accordance with international
standards in this area.
The research on the present conditions and trends of the implementation of social-
oriented marketing principles and corporate social responsibility in Ukrainian
companies’ activities is devoted in the scientific works of such scientists as
A. Antonyuk, G. Bagiev, Ph. Kotler, J. Jean-Jacques Lamben, Th. Levitt, A. Mazaraki,
T. Obolenskaya, B. Bratanich, A. Vičević, S. Ilyashenko, A. Kuchmiev, L. Melnyk
and others.
Taking into account the pro-European vector of Ukraine's development, it is
necessary to form an approach to the national social-oriented marketing system at the
macro level and its further development of the micro level in accordance with
international standards in this area.
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