Formation of Marketing Strategy at Environmentally Determined Enterprise

Abstract

Actuality of this research is caused by necessity for implementation into practice of economic activities of Russian enterprises of modern methods of ecological marketing which should adequately reflect ecological aspects of enterprise’s activity of its operative component (preparation and implementation of the process of production and provision of services) and of the sphere of management (including cooperation of enterprise with external environment as to problems of ecology and its obligations, including waste recovery), for the purpose of maximal reduction of possible negative consequences for ecosystem and human. Under modern market conditions, ecological marketing is gaining larger significance in the formation and implementation of functions of ecological policy of enterprise, which is caused by increase of responsibility of producers of goods and services before consumers and society in whole. Ecological marketing gives the possibility not only to implement the process of strategic target setting but also shows solutions to many difficulties related do emergence of ecological risk. At that, perceiving of ecological risk by society largely determines the relation of specific enterprise (or type of technology, products, or services) in no lesser way than actual characteristic of influence of production process. This circumstance, which characterizes the actuality and importance of a problem, determined the topic of this article. The conducted research pursued scientific & practical goals which correspond to tasks of formation of modern marketing strategies at environmentally determined enterprise.

DOI: 10.5901/mjss.2015.v6n5s1p369