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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