The problem of relations between producer and consumer organizations arises very often. Ultimately, although an organization strives to achieve the highest possible profit, its activities will only be successful if it gives consumers what they want. Products will not be sold if they do not meet consumer standards or are priced unacceptably. The system of relations between producers and consumers, however, will work successfully under two conditions: if the consumer receives adequate and accurate information about the product so that he can make an informed decision, and if the consumer is free to choose what he wants. would buy. Organizations must ensure the safety of their products, improve quality control standards, appearance and product performance. As practice shows, in a market system, when a producer, a seller (intermediary) and a consumer enter into a relationship, protecting the interests of the latter is quite complicated. It is feasible in cases where the manufacturer or seller, not valuing the reputation of his company, offers the consumer a low-quality product that does not fulfill its purpose, with an expired shelf life. However, while producing generally high-quality products, the manufacturer most often prefers to remain silent about design defects or potential hazards that may appear during operation. The consumer will receive information about this only when faced with shortcomings. In addition, the problem of product safety and quality has another, to a certain extent, ethical aspect: the country's prestige in the world market depends on the production of competitive, high-quality goods by firms.

Another, no less important moral problem in the relationship between producer organizations and consumers is advertising. Advertising is important in the process of competition between organizations and in shaping the needs of potential buyers. However, here there is a problem of accuracy, veracity of information received by consumers. Even a harmless, at first glance, exaggeration is followed by the emergence of moral problems: the consumer, not receiving accurate information, is deprived of a free, reasonable, reasonable choice. Another important moral problem associated with advertising is the problem of manipulating the consumer, imposing unnecessary products on him, creating needs and desires in him, which in the process real life could not arise.

In addition to all other obligations, organizations must remember their responsibility to the owners (investors), The main part of the many existing ways defrauding investors falls into two categories: the manipulation of investments and the dishonest use of profits or assets, leading to a decrease in the legitimate income of investors. Every year, tens of thousands of people around the world become victims of investment manipulation. According to experts, people, seduced by promises of high profits, annually invest more than $1 billion in non-existent oil developments, grandiose "inflated" projects, and so on. The management of the organization may also misuse investments, using income and resources for personal enrichment. The most commonly used method is fraudulent transactions with items of expenditure, another common move is overbilling with the subsequent division of the difference between the overestimated and the real amount of the invoice with the supplier. Finally, there is the practice of selling confidential information to a competitor or using it to gamble on the stock exchange.

Moral problems also arise in the relationship of organizations with the local community. It's about on the participation of organizations in ensuring its economic stability, the development of local infrastructure, the creation of new jobs, the preservation of enterprises on which the existence and well-being of these communities depend. Organizations also have a "moral duty of philanthropy" to support non-profitable enterprises that are important both to the existence of a particular local community and to the cultural and social development regions (education, medicine, improvement and organization of leisure).

The relationship between organizations and the environment is one of the most pressing problems of our time. The aggravation of the environmental situation on the planet has had a dual impact on entrepreneurship. On the one hand, a new and vast area of ​​capital investment has emerged:

• - development and production of non-waste technologies and treatment equipment for various industries production;
• - development of technologies and production of equipment for the disposal of industrial and household waste;
• - release environmentally clean food and drinking water;
• - development of the recreation industry in ecologically clean areas;
• - financing of environmental protection measures, etc.

On the other hand, capital costs have risen and many entrepreneurs must:

• - pay significant amounts in the form of fines for pollution environment and for environmental damage caused to nature;
• - change production technology, investing heavily in its modernization, taking into account existing environmental standards;
• - take into account in their activities environmental legislation, which tends to tighten its standards;
• - create an attractive "environmental image" of their company and their products in the eyes of the public and state environmental organizations;
• - cooperate with public services, representatives of local government, trade unions and public organizations in environmental protection;
• - develop a rational strategy in the field of nature management, taking into account ecological situation in the region where the activity is carried out.

Based on a survey of leaders of various organizations in the United States, the following ethical issues that arise in business relationships have been identified:

• - Concealment of facts and incorrect information in reports during inspections;
• - release of low-quality products or the need for its constant maintenance;
• - overpricing or outright deceit during business negotiations;
• - excessive self-confidence in judgments, which can lead to damage to the interests of the company;
• - unconditional obedience to leadership, no matter how unethical and unfair it may be;
• - the presence of favorites;
• - the inability to express one's indignation and disagreement in an atmosphere of constant unethical acts;
• - the inability to pay due attention to the family or personal affairs due to the abundance of work;
• - production of products with questionable safety characteristics;
• - failure to return any things or valuables taken at the workplace, from colleagues or from company funds;
• - deliberately exaggerating the benefits of their work plan to obtain support;
• - exaggerated attention to moving up the hierarchical ladder to the detriment of the interests of the case;
• - moving up the career ladder "over the heads" of colleagues;
• - deception of employees in order to obtain benefits for the company;
• - creating alliances with dubious partners in the hope of a fluke;
• - delays and delays in the performance of their duties, which leads to a waste of time and money of the company;
• - rendering negative impact on the socio-political process by amending the legislation for bribes.

To a large extent, this list of problems is also valid for Russian conditions. Managers and workers who face such problems cannot follow only what they have learned about morality in their families, from teachers, in the church, etc., to solve them. Often, immoral decisions are made and impartial acts are committed by people who are extremely honest and have the best intentions.

However, intentions are good only relative to the intentions of another person. There is no standard of decency, just as there is no standard of darkness and a standard of cold. Maybe that's why, over the centuries, relations between business partners in particular and between people in general have not been resolved, but become more complicated. The human psyche has been studied for two thousand years. Scientists have created several models of the human psyche. Consider the most famous of them.

The principle of consumer and producer freedom. The manufacturer will achieve the greatest success if his products meet the desires of the consumer. The freedom of producers and consumers is cornerstone dynamic system marketing.

But for the realization of this freedom and the prevention of possible conflicts, the observance of several more principles is required.

The principle of limiting potential damage. As far as possible, the relationships that producers and consumers freely enter into should be their own business. However, damage resulting from a transaction between a producer and a consumer is a widespread reason for government intervention. The main question in this case is whether the actual or potential harm is sufficient to justify such interference.

The principle of satisfying basic needs. The marketing system must be used to meet the needs of rich and poor consumers alike.

Principle economic efficiency. The marketing system seeks to provide goods and services effectively. To improve efficiency marketing activities need to create and maintain competitive environment. open market enables competition, free movement of goods, free communication of information and the emergence of informed buyers.

The principle of innovation. The marketing system encourages true innovation that provides low cost production and marketing and the development of new products that meet the changing needs of consumers

The principle of training and informing the consumer. Ideally, companies should provide comprehensive information about their products. Consumer groups and government bodies, for their part, also have the right to give their information and make their assessments.

The principle of consumer protection. Consumer education and awareness cannot fully do the job of consumer protection. The marketing system must also take on the task of consumer protection. The consumer does not know if the radiation leads mobile phone to cancer, does the new drug give any harmful side effects. Similarly, honesty and professionalism should be sought in the service sector. Finally, the consumer protection system prevents attempts to mislead consumers and the practice of soliciting purchases when customers feel particularly vulnerable.

These seven principles are based on the assumption that the goal of marketing is not to maximize company profits, consumer consumption, or consumer choice, but to maximize the quality of life.

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More on the topic Principles of relationship between society and marketing:

1. 32. Constitutionalism as a mode of relations between the state and civil society.
2. § 1.1. The main interpretations of civil society and the features of its relationship with the state in political science

From the producer to the consumer there is a flow of products (commodity flow), and back payment (cash flow). The consumer wants to provide the producer with his labor, his land (i.e. the offer of employment, means of production, the flow of factors of means of production) (commodity flow), and there is a settlement (payment) for these factors (cash flow) back.

1. Interaction between the state and the manufacturer

From the manufacturer to the state: the flow of production. From the state to the manufacturer: payment. The manufacturer pays taxes, and the state provides services.

1. Interaction between the consumer and the state

From consumer: flow factors of production(labor, land, capital), back: pay stream. The consumer pays income tax, and the state provides social assistance (by law), public services: defending rights, ensuring security, creating infrastructure (roads, etc.), legal assistance, social payments, education, health care, development of science, culture, physical culture.

About 2 types of economic systems

The division into types is based on 2 main circumstances:

1) what is the predominant ownership of the means of production in the economic system (in whose hands are the means of production: factories, factories, roads (private or public)).

2) how the reproduction cycle is managed (what ideas?, what forms of regulation of economic life).

If the state form of ownership prevails and management comes from a single center, then such systems and control is called planned or command-and-control. And when the situation is opposite (management ideas are given to the market), then this capitalist system.

Difference between centralized and market systems

Differences	Centralized system	market system
1) forms of ownership	1) state(previously it was assumed: we are all owners, a collective farm close to it (99%), hired labor in private ownership was not allowed, then already a capitalist).	1) should be manifold(the conditions are chosen by the entrepreneur himself) and equality (comfortable conditions) forms of ownership.
2) management	2)vertical links(there is a single center, and everything else is subordinate to it, management instructions: from the center to the places). State. plan- state. law and there are sanctions for non-compliance. State. the committee- intermediate between rights. and line ministries (regulatory). From places to the center take the plan.	2) horizontal connections(on the basis of a contract, agreement).
3) prices	3) the prices for the main types of products were set for a long period of time = 5 years, the prices are low, economy. scarce, the manufacturer does not receive income, economy. you can plan.	3) free pricing
4) entrepreneurship	4) was forbidden ( speculation)	4) free choice, personal interest is connected with public interest, provides better production, management
5) income distribution	5) the equation in wages, stable salary (did not stimulate)	5) wages for work (super high and ultra low incomes), wages under the contract
6)monopolization	6) monopolized to the limit, large events	6) monopolization is unacceptable, but it still exists; antimonopoly committees.

Conclusion: dominated capitalist countries with a mixed economy(the main question: in what ratio? - a variable question, because it is difficult to decide which system is better: the market one provides more high level consumption (we strive for it)).

From lectures: The main thing for the manufacturer is to sell. good manufacturer exceeds consumer needs. There is a conflict of interest: buy cheaper / sell more expensive.

The consumer is interested in: availability of choice, price, terms of payment, delivery, after-sales service, guarantees, technical advantages. The consumer is not interested in labor productivity, profit of the enterprise. Manufacturer - create innovations, increase consumer value.

The costs are included in the self, but the costs are not all, the costs are always greater. Diversification of activities (activity, assortment) are important. A good entrepreneur creates buyers, a great market. D.b. the adequacy of the product to the requirements of the market, sensitivity to price, market change.

There is the concept of "your seller" - behaves according to the selected segment. You have to constantly add value.

"Business depends on a prosperous customer" is a Western thought. There is a social responsibility of business. Influence what people buy

2. a van with an orchestra and a soap bubble.

3. fashion. Very important for business.

4. Greed. This is good, but not economical.

5. habits.

6. commitment to the brand.

The main thing is to add value (value added). Every time a customer comes to you, you need to give him a little more than he expects. It is important to keep a regular customer. Attracting a new one is 5 times more expensive than keeping an old one. An unsatisfied buyer spreads the message at 2 p. More than satisfying.

Profit is a means, not a result.

Rules for the relation of the buyer and the seller (Hanner):

1. In business, you should not solve your problems, but the problems of customers. It is necessary to anticipate the needs of the buyer.
2. Sell ​​to the consumer only what he needs. Need to know why he buys ( systems approach).
3. focus d.b. to the end user. although m.b. distributor. Sell ​​not to a distributor, but through distributor.
4. maximum value and minimum price.
5. you need to anticipate what the consumer may need in the future.

Satisfied customers will come again, will pay more often and more. A satisfied customer is satisfied not only with the purchase, but also with the attitude and service.

Not from lectures: Orientation to marketing from the point of view of the manufacturer is through satisfying the needs of buyers, achieving its goal, namely making a profit. However, despite apparent match interests of buyers and manufacturers, there are serious problems concerning both the individual consumer and society as a whole.

What is the basis of controversy? An increase in the consumption of goods and services due to intensive measures to focus manufacturers on the needs of buyers leads to

To increase consumption natural resources

To increase the influence of all side effects of scientific and technological development, for example, such as industrial pollution environment.

These are the two main sources of controversy. The first leads to a confrontation between consumers and the long-term interests of society, i.e. a high, and sometimes excessive level of consumption today takes place at the expense of the well-being of future generations. Trying to meet the smallest needs has created a “use and discard” attitude towards products, which has led to a wasteful use of resources.

The second leads to a conflict of interests of producers and the interests of society. The main task solved within the framework of social and ethical marketing is to unite the interests of producers and consumers within the framework of the promising benefit to society as a whole.

The concept of socially ethical marketing is based on the assertion that the activities of the manufacturer should be based on knowledge of the needs of the market, and the task of the manufacturer is to achieve its goals by meeting the needs of the market in more efficient and productive ways than competitors, while simultaneously strengthening the well-being of society. generally.

These concepts take place in various countries at different times. In a single country, at different times, depending on the state of the market, one can observe the predominance of any one concept.

Introduction

The economy of the enterprise exists in the conditions of a developed system of social division of labor, and the relationship between production and consumption is the starting point for applying the regulatory impact of the economy, since production does not make sense if it does not end with consumption. An imbalance in any part of the economy can lead to chain reaction violations in all national economy. In a market economy, the solution of balance is especially important in connection with the need to implement an effective regulatory policy in this area, which involves the development of methodological aspects of the formation of a balance between production and consumption at a particular enterprise.

Relationship between production and consumption of products

Production is the interaction of all factors. The result of production is the total social product. Production is the main link of reproduction (constant repetition of the production process).

Consumption - the final phase of the reproduction process, which consists in the use of the product of labor in the process of meeting the needs of man, production and the non-productive sphere of society.

Between production and consumption there is complex connection. For all the importance of production, it only makes sense when it serves consumption. Consumption forms the goal and at the same time the driving motive of production. Consumption dictates the social order for production, predetermines the volume, structure and quality of the social product. The appearance of consumption is determined to a decisive extent by production itself.

Distribution and exchange are the link between production and consumption, form a kind of mechanism for their interaction.

All these stages do not exist by themselves, in isolation from each other, but form parts of a single whole. Production is the starting point from which all movement begins.

Consumption is the final stage of product movement. It is here that its use value is realized. As Marx wrote, a dress becomes really a dress only when it is worn. Consumption can be divided into two types: industrial consumption - burning coal in a steam engine - and personal consumption, during which food, clothing, housing, objects cultural and household purposes used by people to meet their needs.

Distribution relations and the very consumption of goods and services by people significantly affect production. They can either stimulate or hinder its development. Thus, for example, a significant role in the development of production in all developed countries is played by the principle of distribution according to the quantity and quality of labor applied to wage workers and employees. They are well paid for increasing productivity, for creative influence on manufacturing process. This increases the material interest of workers.

Consumption is a fundamental stimulus for the development of production, it affects the growth of its scale, the development of industries, including Agriculture, light industry, mechanical engineering, transport, communications, etc. In addition, one must keep in mind not only personal, but also production (oil, gas, electricity, etc.) consumption, which is necessary for the existence of the production process itself.

Manifestations of the economic life of society, namely production different kind goods and services, their distribution, exchange and consumption (personal and industrial) are closely related and interact with each other. Their connections and interactions are sometimes complex and contradictory. At the same time, the objective contradictions between production and distribution, distribution and exchange, production and consumption are the driving force behind the development of the entire economic life of society.

Needs bring to life, support and stimulate the production of certain products and services. No need - no production. Moreover, the range of needs is constantly expanding. In addition, they are developing qualitatively. It is important that the needs themselves, not only social, but also personal, develop under the influence of production. various items and services. These are, for example, the needs of people in many foodstuffs, modern clothes, household appliances, refrigerators, TVs, etc. Influencing the formation of these needs, production creates essential condition for its sustainable development.

As already mentioned, the needs, consumer requests stimulate production and, on the other hand, production, creating new values, benefits, has an impact on consumption.

But it is well known that production volumes, the number of types of manufactured products are limited by production resources. And the needs of people, the desire to consume more, better, more diverse, are growing and growing. How can production and consumption be reconciled? First of all it is necessary to assimilate the immutable truth: "You cannot consume more than what is produced, received." So the main regulator and limiter of the volume and structure of consumption is production. The use of stocks and imports can help the trouble only temporarily, it can ease the decline in consumption, the decisive word still remains with production. The consumer depends on the producer due to the fact that the producer creates commodities. In turn, the producer depends on the consumer, as the consumer acquires, buys consumer goods. The interaction between producers and consumers is different in different economic systems. It also depends on the degree of availability of goods on the market, the degree of monopolization of production. In an economy of a planned-centralized type, where producers are formally obliged to produce the quantity of goods provided for by the plan and provide them to the consumer, in reality a different picture is observed. Since production efficiency is low, plans are not fulfilled and the manufacturer is not interested in meeting the needs of the consumer, there is a chronic shortage of goods. In such conditions, the consumer becomes completely dependent on the manufacturer and the so-called dictate of the manufacturer arises. In fact, it prescribes to the consumer what and how much to consume, releasing products of a certain type and quality in a certain volume. A different picture is observed in economies with dominant market relations under these conditions, a free saturated market, market prices equalize supply and demand for goods and services, so that producers and consumers become equally dependent on each other. This is facilitated by competition between manufacturers. If the manufacturer does not meet the needs of the consumer, the consumer will turn to another manufacturer. The impact of consumers on producers in a competitive and free market is so great that sometimes they even talk about "dictatorship of the consumer." Relationships between producers and consumers should not be built on opposition to each other at all. A normal relationship is a relationship of cooperation in which the producer seeks to satisfy the needs of the consumer, and the consumer pays him for this with "Clear coin".