MARKETING ETHICS AND SOCIAL RESPONSIBILITY AS THE BASIS OF FORMING THE CUSTOMER-ORIENTED STRATEGY
Abstract
The article is devoted to the justification of the influence of marketing ethics and social responsibility on the formation of a customer-oriented company strategy. It is established that the relevance of the research lies in the need to consider the ethical aspects and marketing for forming the marketing strategy for an enterprise in order to comprehensively take into account customer requirements and achieve the set goals. The research methodology includes an analysis of the results of the authors' study on changing the attitude of respondents to various means of communication and key values that the client expects from the company, as well as justification of the directions for forming the client-oriented enterprise development strategy, which integrates marketing ethics. The study showed that today consumers are more likely to form an impression of the company based on its actions in the long run, comprehensively assessing all the key points of interaction over time. It is highlighted that customers are the reason for success in business, so companies must respond positively to their needs: improve offerings, learn new technologies, maintain the highest level of excellence of employees, products and services. Marketing ethics and corporate social responsibility include deciding what is right or wrong in the planning and implementing of marketing activities in the global business environment for the benefit of both the organization and individuals: employees, end users and other stakeholders. This contributes to the social perception and promotion of the company in the market. It is figured out that the marketing plan of the enterprise should include the principles of marketing ethics and social responsibility. Addressing potentially ethical issues in strategic planning over the long term prevents significant losses. Marketing strategy should assess risks associated with ethical and legal violations, the ethical and social implications of strategic choices, and the values of members of the organization and stakeholders. To ensure success, top managers must demonstrate their commitment to ethical and socially responsible behavior through their actions.
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