SYSTEM OF FUNCTIONING OF ECOLOGICAL MARKETING IN BIOTECHNOLOGICAL PRODUCTION
DOI:
https://doi.org/10.33730/2310-4678.2.2020.208768Keywords:
agriculture, environmental needs, sustainable development, environmentally friendly productionAbstract
The article is devoted to the essence of ecological marketing in biotechnological production. Ecological marketing is considered from the standpoint of a separate management function and its definition as a management activity aimed at meeting the environmentally oriented demand for goods and services, based on the principles of environmental justice and environmental efficiency. The evolutionary development of ecological marketing as an independent concept and its formation in biotechnological production is highlighted. The main categories of needs in the context of environmental marketing are identified. It was found that the concept of socio-ethical marketing became a derivative concept of ecological marketing and, as the results of the research showed, they cannot be identified due to differences in principles, mechanisms and tools, strategic approaches that provide not only short-term positioning but a systematic environmentally oriented approach and at each stage of production in order to ensure not only the quality of the final products, but also to preserve the proper condition of natural resources of agriculture. Features of biotechnological goods according to ecological needs are resulted. The preconditions for the functioning of ecological marketing in ecologically oriented agriculture are described. It was determined that the main prerequisites were society’s demand for quality and safe food and concern about the state of the environment and the negative impact on it by farmers. Attention is paid to the assessment of the formation of environmental needs in biotechnological production, the stages of formation of these needs are identified, as well as the key features of the needs of individuals at each of these stages are identified and characterized.
References
American Marketing Association. Available at: www.MarketingPower.com
Voronetska, I.S. (2011). Osoblyvosti formuvannia ekolohichnoho marketynhu v ahrarnomu sektori ekonomiky [Features of the formation of environmental marketing in the agricultural sector of the economy]. Economist. No. 10, pp. 26–28 [In Ukrainian].
Vichevych, A.M., Vaidanych, T.V., Didovych, I.I., Didovych, A.P. (2002). Ekolohichnyi marketynh: navchalnyi posibnyk [Environmental marketing: textbook]. Lviv: UkrDLTU, 248 p [In Ukrainian].
Zinovchuk, N.V., Rashchenko, A.V. (2015). Ekolohichnyi marketynh: navch. posib. [Environmental marketing. Teaching]. Publishing House. I. Franko, 190 p [In Ukrainian].
Kotler, F. (2001). Marketing Management. 752 p [In Russian].
Kotler, F. (2007). Osnovy marketynhu [Fundamentals of Marketing]. William Publishing House, 656 p [In Russian].
Lamben, J. (1996). Stratehichnyy marketynh [Strategic marketing]. Moscow: Nauka, 532 p. [In Russian].
Lamben, J. (2006). Market-oriented management: strategic marketing and operational marketing. Peter, 800 p [In Russian].
Lazarenko, V. (2016). Sutnist ekolohichnoho marketynhu v ahrarnomu sektori ekonomiky [The essence of environmental marketing in the agricultural sector of the economy]. Balanced nature management. No. 2, pp. 59–65 [In Ukrainian].
Sadchenko, O. Kharichkov, S. (2007). Marketynh ekolohichno chystykh innovatsiy. Problemy upravlinnya innovatsiynym pidpryyemnytstvom ekolohichnoho spryamuvannya [Marketing of environmentally friendly innovation. Problems of management of innovative entrepreneurship of ecological direction]. Sumy, University book, pp. 225–233 [In Ukrainian].
Shkuratov, O. (2012). Mekhanizm upravlinnya ekolohichno chystym silskohospodarskym vyrobnytstvom [Management mechanism for environmentally friendly agricultural production]. Coll. Science. works of the Tavriya state. agrotechnologist. un-tu. No. 4 (20). pp. 328–334 [In Ukrainian].
Downloads
Published
Issue
Section
License
- The authors reserve the right to authorship their work and pass the journal the right to publish this work under a Creative Commons Attribution License license, which allows other persons to freely distribute the published work with the obligatory The authors of the original work and the first publication of this magazine.
- The authors have the right to make independent additional agreements on the nonexclusive dissemination of the work in the form in which it was published by this magazine (for example, to post work in the company's electronic storage or to publish as a monograph) , subject to the first publication of the link to this journal.
- Journal policy allows and encourages the placement of authors on the Internet (for example, in the repositories of institutions or on personal websites) manuscript work as to the presentation of this manuscript to the editorial board and during its editorial processing, as it contributes to The productive scientific discussion and positively affects the efficiency and dynamics of citation published work (see The Effect of Open Access).
