Marketing i Menedžment Innovacij (Jun 2013)
Mechanism of ecological security management of economic systems on marketing principles
Abstract
The aim of the article. The objective of the work is to develop the marketing approach to manage ecological security at the level of economic systems, on the example of a region and enterprises.The results of the analysis. In this article, we investigate processes of functioning and developing of economic systems of national, regional or primary level of economy. In modern terms, they depend on diverse factors of the environment. One of the factor is ecological situation. It includes ecological factors (pollution of various components of environment, natural resources, restoration of natural resources, etc.), which, on the one hand, in the form of raw materials provide economic development and its benefits, but on the other causes dangerous situations that have both man-made and natural character. Also they are accompanied by environmental and related social costs. All this demonstrates the need of improvement of ecological safety management in conditions of market relationships development in our country. It also requires a marketing approach where the main idea is to focus on the consumer's needs, requirements and interests. The specificity of targeting priority of ecological safety is that consumers (individuals, communities, government and organizations) need a secure environment with no environmental threats to life, health and well-being in the present moment and in the future.Conclusions and directions of further researches. The main results are as follows. Firstly, it is proved that the solution of problems of environmental security in economic systems (national, regional and local level) needs along not only traditional environmental management improvements but also implementation of new mechanism, which operates on the principles of marketing.It is emphasized that marketing plays a major role in the management. It should be considered not only as a separate management function but integrally with all the disparate factors of any economic system functioning and development. Also it is emphasized that marketing covers all areas of operation and development of economic systems. Marketing allows businesses and organizations to adapt to the market environment and to improve the overall economic, social and environmental situation.Secondly, it is shown that the management mechanism of economic systems on the marketing principles is a set of inter-related policymaking and policy implementation directed at ecological pricing, promotion and distribution of ideas, products and services. It is aimed at the implementation of exchanges that satisfy the needs of ecological safety at the level of individuals, enterprises and regions.Thirdly, in the article estimation rate of ecological security management of economic systems which is based on marketing principles is proposed. This estimation rate is the ratio of ecological security level in the region (as a weighted average levels of companies environmental security in the region) including costs on formation, operation and maintenance of this mechanism.
