The Concept of Social Marketing while Supplying the Population with Liquefied Gas

Abstract

The article analyzes the specificity of the marketing activities of the gas supplying organization involved in the socially significant projects. Social marketing acts as a concept acceptable in conditions of increased corporate social responsibility of the society and organization. Consideration for the interests of a commercial organization requires support from government agencies in terms of subsidizing costs when supplying localities with liquefied gas, in the absence of pipelines and the economic viability of their construction. The most important condition providing the access of the population to natural gas is the choice of a reliable gas supplier that could compensate for lost income at the expense of other activities, and guarantee high quality public services. Assessment of the quality of customer service is an indicator of the effectiveness of the tasks set by the gas supplying organization and the criterion for selecting a partner organization for a social project of the public authorities. The paper assessed the competitive advantages of a gas supplying organization operating on the principles of social marketing. Recommendations are given on the development of the organization’s activities while reducing the demand for liquefied gas supplies in the region.