Table 1 Principles of socially responsible marketing system
The name of
the principle
Its content
Principle of
consumers’
and producers’
freedom
Manufacturers, as well as consumers, are free in their choice. But the needs of
people are based on their own perceptions, and not on the imaginations, imposed
on them from the outside, and then the producer will achieve the greatest success
if his products (services) will meet the consumer's desire.
Principle of
limiting
potential
damage
The political system restricts the freedoms of producers and consumers only in
order to prevent possible damage to the producer, consumer or third party.
Principle of
basic needs
satisfaction
The marketing system should be used in relation to all consumers, regardless of
their financial situation. Since, there are consumer groups with low purchasing
power who lack the necessary goods and services, then market participants need
to support economic and political actions aimed at solving this problem.
Principle of
economic
efficiency
The level of satisfaction of the needs of society depends on the efficiency of
using limited resources. In order to increase the efficiency of marketing activities,
it is necessary to create and maintain a competitive environment. The presence of
constant competition and well-informed buyers supports high quality products
and relatively low prices, allows you to identify the “best” types of goods and
services.
Principle of
innovation
The marketing system stimulates genuine innovation, which ensures
minimization of costs for the production of goods and services and the
development of their new types, that meet the constantly changing consumers’
demands
Principle of
training and
informing the
consumers
Education and consumer awareness can meet the needs and improve the well-
being of the population in the long perspective. Ideally, companies should
provide comprehensive information about their products and services. Consumer
groups and government bodies also have the right to provide information and
make their assessments for which media, the Internet and other communication
channels can be used
Principle of
consumer
protection
Since modern goods are usually very complex, often even trained consumers
cannot give them a qualified rating. There is an objective need to protect the
interests of consumers, taking into account the results of an independent
assessment of the levels of food safety, medicines, toys, household appliances,
fabrics, cars, as well as honesty and professionalism in the service sector.
Consumer protection also covers the production and marketing activities of a
company that can harm the environment.
Source: systematized by the authors considering [3, 5, 8, 10]
The principles of the strategy of society development are as follows:
decentralization of management; social partnership; subsidiarity; mobility and
adaptability; allocation of competencies. In general, the present figure represents
logical framework of the concept of socially-oriented marketing at the macro and micro
levels under current conditions following the European integration component.
The implementation of the Association Agreement between Ukraine and the
European Union stipulates to Ukraine specific list of activities among which the most
important and the most difficult is the commitment to harmonize Ukrainian legislation
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