SOCIAL-ETHICAL MARKETING AS A WAY OF PROVIDING AGRICULTURAL ENTERPRISES’ COMPETITIVENESS

Анотація

This article reviews the evolution of marketing concepts and highlights the essence of the "agromarketing" concept. Considers the conditions and possibilities of marketing activity realization in the agricultural enterprises. It is determined that the concept of social-ethical marketing – is the definition of requirements and desires of the certain market segment, meeting the requirements and desires of the consumers of these segments by better and more efficient methods than competitors, provides and enhances the well-being of both the consumers and society in general.

Identified main directions of realization the of the social-ethical marketing concept in agricultural enterprises. Set the terms of its effective, systematic and comprehensive implementation. It is investigated that the implementation of the social-ethical marketing concept in agricultural enterprises is provided by the organizational-economic mechanism.

 Characterized the content and structure of the social-ethical marketing organizational-economic mechanism. Proposed scheme of organizational-economic mechanism of social-ethical marketing enterprises which is formed on the basis of interaction of systems and resources that affect leverage and methods and enables enterprises to reach determined aims in case of its effective implementation.

Highlights the impact of the social-ethical marketing on the activity of agricultural enterprises and accented on the effectiveness of this concept implementation in the activity of agricultural enterprises, which depends on the organizational-economic mechanism.