All these problems negatively affect the overall indicator of the quality of life of
the country's population, which, while preserving existing problems and trends in the
social sphere, may continue to decline. Given the current trends in meeting the social
needs of society, the formation of a socially-oriented market economy is a task of
national importance.
The social orientation of marketing at the state level involves strict state
regulation, compliance with its national interests, and not the interests of certain
economic or political groups, as well as large-scale redistribution of income for the
purpose of providing social services to the population, providing certain social
guarantees. Such concept involves the existence of social conditions which allow to
increase persons’ labor contribution, to realize his abilities, to become a more profitable
group of the population. Socially-oriented marketing at the state level creates a
charitable environment for the functioning of socially responsible business. In many
ways, social responsibility in business means return to the original tradition, which was
lost in the process of historical development [7, p. 128].
The need of strengthening social orientation of marketing strategies in the
economy, and in the different consumer services’ spheres happens due to the
phenomenon of society socialization. The main criteria for the socialization of the
economy can be formulated as follows [2, p. 18; 7, p. 174]: subordination of material
and non-material production of the development of people as subjects, taking into
account their needs; the realization of state functions regarding the redistribution of the
growing share of GDP through the state budget, the system of state budget and extra
budgetary funds to finance all forms of persons’ social needs of people social support
of the population; realization of social functions by all organizational forms of
cooperation of labor, regardless of ownership.
A modern and progressive approach to marketing activity is that organizations are
looking for ways to integrate social goals with business ones, and do so only when they
are confident: such an association will be profitable from a commercial point of view.
Such a model is constructed by taking into account the interests and needs of
institutional participants, which form the «field» of such model: society (society as a
whole, its welfare); consumers (satisfaction of their needs); a company engaged in the
production of goods or services and their promotion to the market (its profit).
As a result, a number of principles of relationship between society and marketing
can be formulated (Table 1).
It should be emphasized that these principles are based on the assumption that the
purpose of marketing in the modern sense is not to maximize profits, but to maximize
the quality of life, which means meeting basic needs, the availability of a multitude of
quality goods and services, receiving satisfaction from communicating with the natural
and cultural environment.
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