Bìznes Inform (Nov 2018)
The Social Responsibility of Marketing in the Market of Industrial Enterprises
Abstract
The article considers one of the main directions of marketing activity of industrial enterprise – social responsibility of marketing. The distinguishing features of both industrial and consumer markets are presented together with regularities of formation in their activity of social responsibility of marketing. The activity of three enterprises working in the industrial market: engineering company, enterprise for manufacturing of mining enginery, and enterprise for manufacturing of hoisting-transport equipment is analyzed. It is shown that the level of social irresponsibility of marketing at the enterprises working in the industrial market is minimal, and the reasons of irresponsibility at the enterprises of the industrial and the consumer markets are different. None of these enterprises for the last 10 years has paid fines for non-conformity of the claimed quality level of their products, because of valuing the reputation and in view of risking of losing customers. The definition of the «social responsibility of industrial marketing», consisting in necessity of minimization of deviation from the current production technology, is clarified.
