: Herald of Kyiv National University of Trade and Economics (Vol.99, No. 1)
Publication Date: 2015-02-09
Authors : ZWIAGINTSEVA Olha; KATASHINSKA Mariia;
Page : 64-78
Keywords : counteractive marketing; social and ethical concept of marketing; countersubjects traditional and conversion marketing; instruments and types of counteracting marketing.;
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Background. Unreasonable demand management presents itself as activity on reduction or liquidations, as well as on prevention of the increase in demand on bad for health of the person, socially dangerous goods. Management of unreasonable demand is based on the use of social and ethical marketing and is caused by need of the complex estimation of the problem of the consumption of socially dangerous goods with social, economic, medical standpoint, as well as with positions of the behavior of the consumers, their necessities and demand. Unreasonable demand is undesirable for a society and state, rather then for an enterprise-producer or seller. So actions of counteracting marketing are developed by special state organisation, are executed by structure of the enterprise and are checked by corresponding organizations. The aim of the article is to outline the nature of aspects of countering marketing and its use in enterprises producing unreasonable demand for effective use of such products on the market. Material and methods. Information base for the research were scientific works by domestic and foreign scholars on issues on the use of counteracting marketing, materials of domestic and international scientific conferences, own calculations and observations. The study is based on the use of modern methods of research, system analysis, abstract and logical, dialectical method, analogies and comparisons monographic method. The results. Some authors present counteracting marketing as efforts directed on constant reduction in demand for product or facilities, which can affect the product itself. Counteracting marketing is used for reduction in the demand, which from the standpoint of society or consumer is estimated as irrational (for instance, alcohol drink, tobacco products). Some authors point out the direction of activity (the reduction or restriction of the demand), others on purpose of the given activity (increasing the welfare of the population), the third point to subject of activity (goods dangerous for society and bad for health). However in existing determinations there is no holistic feature of activity of counteracting marketing, no instructions on subject, which realizes activity counteracting marketing, it is not specified, whether antidotal marketing matches up with the other type of marketing. The afore-cited arguments have allowed to offer the determination of counteracting marketing, which harmonizes all its directions, subjects and objects of the influence. Counteracting marketing is counteracting type of social and ethical marketing, done by state or the public in the form of the restriction or reductions of irrational demand for goods harmful and dangerous for society, directed on consumers and subject of traditional and conversion marketing and is connected with social and indirect economic effect. Conclusion. Knowledge of directions and tools of marketing and possibilities of their use in the production of goods of irrational demand improves the efficiency of marketing and commercial activities of these enterprises. The content of these aspects and processes should be used when planning marketing activities of producers of goods of irrational demand.
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