FEATURES OF FORMING MARKETING OF AN ECO-ORIENTED ENTERPRISE
Abstract
The purpose of writing the article is to study the formation of marketing of an enterprise that operates on an environmental basis. It also aims to substantiate the objective need of implementing an ecomarketing strategy into it. We established that eco-friendly products have recently become increasingly popular. We enumerated the top 25 environmental programs implemented into enterprises in various fields of activity in Ukraine. We indicate marketing of an eco-oriented enterprise as product marketing, which includes a system of measures to increase people's interest in eco goods or services, encouraging them to take care of the environment with the consumption of eco-products. We counted out a number of effective methods of environmental marketing for environmentally oriented enterprises that were the first to implement environmental initiatives. The formation of environmental marketing at the enterprise is based on the algorithm of individual consecutive steps. It helps ensure the satisfaction of consumer needs maintaining environmental balance and public health. We analysed the aspects of implementing environmental marketing elements within the enterprise. We came to conclusion that marketing of an eco-oriented enterprise leads to the intensification of sales of products and obtaining additional profit by greening production. In order to implement the eco-marketing strategy, it is necessary to develop it that involves detailed planning and careful positioning of the enterprise as environmentally responsible and attractive to consumers who value environmental aspects. We described the sequence of actions for forming an eco-marketing strategy. The formed eco-marketing strategy includes the optimal set of strategies that ensure aspects of marketing activities within their limits. In Ukraine, for the further formation of marketing of an eco-oriented enterprise, it is necessary to take into account the principles and values related to the environmental aspects of conducting their economic activities, which are aimed to satisfy needs of eco-products consumers. Further research will be related to the study of the potential for greening innovative activities of enterprises.
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