Social-responsible marketing in the activities of trade enterprises

Обґрунтовано роль соціально-відповідального маркетингу в діяльності підприємств торгівлі. Уточнено зміст поняття «соціально-відповідальний маркетинг» з урахуванням впливу внутрішнього середовища підприємства. Розглянуто напрями реалізації соціально-відповідального маркетингу в діяльності підприємств торгівлі. Визначено переваги від запровадження соціально-відповідального маркетингу на підприємствах торгівлі.The role of socially responsible marketing in the activity of enterprises of trade is substantiated. The content of the concept of "socially responsible marketing" with the account of the influence of the internal environment of the enterprise is specified. The main task of socially responsible marketing in the enterprises of trade is determined, which is to meet current and future needs of consumers by activating the personnel, preserving human, material, energy and other resources, and protecting the environment, which will allow not only to obtain the desired commercial result but also to promote satisfaction of the interests of employees of the company and society in general. The directions of realization of socially responsible marketing in the activity of enterprises of trade are considered. It is argued that the result of implementation of the principles of socially responsible marketing in the activity of the trade enterprises will be the increase of the competitiveness of business, strengthening of the brand, motivation of workers and their loyalty, increase of the cost of business when it leaves the international capital markets, increase of economic and social efficiency of activity. Trade business today is an integral part of Ukraine's economic system, and its development is a promising direction for creating a competitive market environment. The priority in overcoming the problems of domestic trading business belongs to a new, non-standard, but effective system of management of them, based on which - marketing. The result of the implementation of the principles of socially responsible marketing in the activities of trade enterprises will be increased competitiveness of business, brand strengthening, motivation of workers and their loyalty, increase the value of business when it leaves the international capital markets, increase the economic and social efficiency of activities. Understanding the peculiarities of socially responsible marketing allows achieving the strategic objectives of the enterprise and introducing the concept of sustainable development into the enterprises and responding to the challenges of society, solving the most urgent socially significant problems