MARKETING TECHNOLOGIES OF MARKET MANAGEMENT OF ECO-GOODS
Journal Title: Економічні інновації - Year 2018, Vol 20, Issue 1
Abstract
Topicality. The actuality of the problem of market management of environmentally friendly goods today is caused by objective conditions of development of production and market. Aspects of environmentally-oriented marketing are associated with the rapid development of technologies and processes that reduce the impact on the environment, and therefore, with the accelerated formation of the market of environmentally friendly goods. This requires appropriate development of marketing technologies for the market management of environmentally friendly goods. Aim and tasks. The purpose of the article is to develop theoretical, methodological and practical applications, which should justify marketing technologies for the market management of environmentally friendly goods. As well as considering principles and approaches to assess the impact of environmental factors on market segmentation in the marketing process and, of course, e-market research on the current situation (conjuncture). Research results. The necessity of forming a system of markets is considered, taking into account the segmentation of the market of environmental goods, as well as such categories as environmental needs, ecological shortages and inquiries. The ecological consumer properties of goods are described, such as: the degree of attractiveness of the product, which corresponds to environmental standards for the buyer; the priority of products and goods with the trademark "environmentally friendly"; compliance with the requirements, considered in the legislative documents of the state level, and local legislation; conducting radioecological control of goods; the ability to meet the current and future needs of potential buyers, taking into account the environmental features of goods in the conditions of the adoption of a number of laws and regulations on environmental protection activities; necessity of modification of production in accordance with the revealed requirements of buyers concerning pollution of the environment. The research of a number of issues connected with ecological consumer properties of goods is offered. Conclusions. The results of complex studies can determine the most promising markets for sellers. To this end, the information received is systematized in a number of ways, taking into account the environmental components that allow the selection of priority social and environmental features markets and their segments.
Authors and Affiliations
E. V. SADCHENKO
Keywords
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- EP ID EP476239
- DOI 10.31520/ei.2018.20.1(66).174-181
- Views 64
- Downloads 0
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