MARKETING AS A FUNCTION OF BUSINESS MANAGEMENT IN THE CONTEXT OF PHILOSOPHY OF UTILITARISM AND AXIOLOGY

Abstract

The article proposes a method for managing the development of consumer properties of goods using the categories of utility and value. The author considers the content of the philosophy of utilitarianism and axiology. The author proposes to use their fundamental principles as the basis of the marketing function for the development of consumer properties of goods. Utility, according to the theory of utilitarianism, is capable of shaping such social behavior that increases the level of satisfaction with the everyday life of the bulk of consumers. Value in the everyday life appears in the desire of individuals and large social groups to obtain real quantitative benefits from the consumption of purchased goods. Finally, utility of individual consumer properties is represented by the value of the entire product for sale. That is the task of marketing in business. The solution to this task is the real substantive connection between the philosophy of utilitarianism and axiology with the functional tasks of marketing to develop the functional characteristics of the good. These characteristics, in the process of buying and selling, are perceived by buyers as its consumer properties, by which they judge the value of the purchase. The author proposes to use these philosophical principles in solving the functional tasks of marketing for the development of goods by the means of a three-level model for analyzing the consumer properties of goods. According to this model at the first level the author proposes to use an indicator that reflects the value of the purchase, for example, car fuel efficiency. At the second and third levels there are the consumer properties of individual components, aggregates that consumers integrate in consciousness into the value of the entire product. This value determines the behavior of the buyer when making purchases.