Klimkina, I.

Kostrytska, S.

Podpriatova, N.

English

Scientific hub Dnipro University of Technology

132improve the economic situation in the country and solve burning social problems, butjust use it as a source of financing in accordance with the principles of good financialmanagement with great benefit to the country.Podpriatova N.Klimkina I., research supervisorKostrytska S., language adviserNational Mining UniversityEMPHASIZING ENVIRONMENTAL MARKETING FOR ENTERPRISESKey words: environmental marketing, environmental policy, reproductionprocessThe idea about environmental management is extremely significant for all areasof production especially at the current stage of Ukraine’s development. An importanttool for eco-management is an environmental marketing, which aims at the idea ofGreen Products and Services. On this basis, the process of obtaining Green Productsrequires the “greening” of the whole production process.Marketing implies the activity for identifying and meeting the needs [1]. On theone hand, marketing is aimed at the protection of the consumers’ interests; on theother hand, it provides the significant profits for any company [2]. Consequently,environmental marketing ensures the balance between providing the marketingproducts for consumers at reasonable prices, and provides an adequate level ofprofitability for producers and sellers.Environmental marketing covers a set of activities at the enterprise, aimed at theconsumer’s needs and environmental study of the factors of external and internalenvironment for the enterprise. In addition, both supply and demand of environmentalgoods and services should be effective on the market.Thus, the ecological functions of marketing include a complex of measures atthe company to reduce environmental risks from the enterprise, improve theenvironmental responsibility of the business, which, finally, will lead to theenhancing of the environmental image of enterprise. Besides, environmentalmarketing can create a specific element in the system of "producer-consumer", whichregulates the preservation of environmental and social responsibility.The differences in analysis should identify the main differences between generalprinciples of marketing and environmental marketing at the enterprise (Table. 1) [2].Environmental marketing at the early stages of cleaner production requires largeinvestments. This is necessary to meet the requirements for “greening” the society asa whole, as well as for the company to be competitive and successful.Table 1The differences between the principles of general and environmental marketingat the enterpriseThe elements and stages of production General marketing Environmentalmarketing133Resource maintenance of production and services Continuity, security ofsupply, the implementation of quality standards Environmental consistency formaximum prevention of negative impacts on ecosystem and populationProducts and services creation A wide range of accessibility. Themanufacturer is responsible for the warranty on the entire product lifecycle.Implementation of environmental obligations throughout the life cycle ofproducts (possible inclusion of non-recyclable residues in the matter cycling)Product turnover: consumption and recycling Maximum satisfaction of demand,needs in the manufacturer competitionOptimization of resource consumption andproduction. Compliance with quality products and services in order to preventadverse effects on human health, all biological populations and environment.In conclusion, the main characteristics of the quality of environmental marketingare:• rational use of the environmental recourses as a top priority;• development of strategies with maximum consideration of the environmentalwell-being;• development and maintaining of environmental management at enterprises;• compliance with the principles of socio-ethical marketing during theimplementation of environmental marketing.References1. Assel G. Marketing. Principles and strategy. [Text]// M.: INFRA. –2001. – 803 p.2. Oganesian N., Vlasova E.  Ecological marketing the main element ofenterprises ecological politics [Text]// Environmental problems of the region. – Vol.4– 2009. – 145 p.Podzolkova D., Kuzmina A.Pilova K., research superviserNational Mining UniversityMARKET SEGMENTATION. NEW PRINCIPLES OF MARKETSEGMENTATIONKey words: market segmentationMany companies are now entering the market fail, although each time beforegoing on the market of a new product marketers conduct costly research tounderstand what consumers want. As a result, according to statistics 90% of the newproducts that come to market infected. Why is this happening, or consumers - aredemanding and unpredictable, or blame incompetent ad agencies. Still, in our opinionthe reason is different, that conventional methods of market segmentation obsolete.Thirty thousand new products every year come to the market to find its consumer.Ninety percent of them fail. Why? It turns out that we are using false methods of

EMPHASIZING ENVIRONMENTAL MARKETING FOR ENTERPRISES

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EMPHASIZING ENVIRONMENTAL MARKETING FOR ENTERPRISES

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