with European standardization norms. Association Agreement between Ukraine and 
the EU emphasizes the need for harmonization of the regulatory environment in 
Ukraine with the relevant rules and regulations of the EU, strengthening technical 
cooperation by improving, institutional component, dealing with metrology, 
standardization, market surveillance, certification and accreditation, promotion of the 
development of a qualitative, efficient and mutually beneficial system of 
standardization, accreditation, conformity assessment and market supervision in 
Ukraine. 

 

THE CONCEPT OF SOCIAL-ORIENTED MARKETING 

Structure 

Internal (top management, marketing department, 

other departments) 

Integrated marketing (goods / services, 

communications, distribution channels) 

Marketing relationships (consumers, partners, 

distribution channels) 

Socially responsible marketing (ethics, ecology, 

law, society) 

Categories of parties who are 

interested in implementation of 

the concept 

Social component: personnel of enterprises, state 

authorities, population, public organizations, mass 
media, higher educational establishments, etc. 

Economic component: company management, 

investors, shareholders, government bodies, consumers, 
suppliers and others. 

Ecological component: public authorities, population, 

expert organizations, public organizations, etc. 

Infrastructure 

External: the economic system (market development, 

the structure of the national economy), the political 
system (political stability, state support), legal 
framework, international standards for corporate 
social responsibility. 

Internal: corporate culture, natural and environmental 

elements, finance, methods and communication tools, 
etc. 

Levels of manifestation 

global level (institutes of international responsibility, 

unification of standards, participation in international 
agreements); 

macro level (standardization of business 

responsibility, norm settings and ecological 
standardization, state support of social projects, 
establishment of ecological culture); 

micro level (system of socially responsible marketing 

at the enterprise level). 

 

 

Figure 1. Logical structured diagram of the concept of social-oriented marketing 

(compiled by the authors) 

 

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