Monitoring the realization degree of the socially responsible marketing policy in the management system of trade enterprises

Abstract

The present article distinguishes the Ukrainian business-environment’s functioning features, forming the requirements and imposing restrictions on the specific character of the modern conception of the socially responsible marketing realization. The implementation of the socially responsible marketing policy conducted by trade enterprises has been estimated; the comparative analysis of the dynamics of the socially responsible domestic companies’ development, including those with the foreign capital share, has been carried out. It was found that for the last three years the total number of enterprises, implementing the policy of the socially responsible marketing, has not dramatically changed. In 2015, the politicy is being implemented and used mainly by foreign large companies to one extent or another. The positive tendencies and the most problematic aspects in the practice of the socially responsible marketing application have been specified. The analysis of the trade enterprises has also allowed eliciting and systematizing the main objects and target orientation of the socially responsible marketing programs realization: education, health protection, sport, ecology, charity, person’s state of mind, motivation of personnel, feed-back. The possibility to establish the benefit from the realization of the programs in the field of the social marketing has been estimated