Concept of green marketing as economic value of secondary processing of waste

In the article questions marketing research in area of secondary application of wastes in a production are considered. Basic definitions of marketing, marketing research and ecological marketing are given. The possibility of the use of marketing instruments in the declines of the ecological loading on a natural environment and economic value from reduction of expenses on unit of products from secondary raw material got from wastes is analysed. When considering the market for the formation of solid household waste as a resource, the author points out the need to have an informative basis regarding the volume of waste generation, the study of the morphological structure of accumulated waste, the conduct of educational work on the separation of solid domestic waste among the population, the collection of statistical data on enterprises that separate and recycling of garbage in the RK and what resource base Kazakhstan possesses in terms of waste processing, their pricing indicators, logistics and finally timulirovanie market of waste among the population. The branch of processing solid waste in the country is at its initial stage of formation, and its efficiency is extremely low. There are not enough waste processing plants in the country, and the operating ones are not functioning at full capacity due to inconsistency of interaction between local authorities, public utilities and institutions. The article may be of interest to operators of this industry and government agencies as an information base necessary for the development of a solid waste management system.

«зеленая» экономика, твердобытовые отходы, экологический маркетинг, «зеленые» закупки, исследования, переработка отходов, вторичное применение, «green» economy, solid household waste, ecological marketing, «green» purchases, researches, waste processing, secondary use, «жасыл» экономика, қатты-тұрмыстық қалдықтар, экологиялық маркетинг, «жасыл» сатып алу, зерттеулер, қалдықтарды қайта өңдеу, қайта қолдану

1. Котлер Ф. Основы маркетинга. Краткий курс: пер с англ. - М.: Издательский дом «Вильямс», 2007. - 656 с.

2. Маренко В.А., Лучко О.Н. Информационно-аналитические методы в маркетинговых исследованиях: учеб. пособие. - Омск: Омский государственный институт сервиса, 2013. - 130 с.

3. Котлер Ф., Армстронг Г. Основы маркетинга. - М.: Вильямс, 2009.

4. Смирнова Е.В. Экологический маркетинг // Практический маркетинг. - 2010. - № 4(158) - 40 с.

5. Henion K., Kinnear T. Ecological Marketing. American Marketing Association, 1976.

6. Трифонова Т.А., Селиванова Н.В., Ильина М.Е. Экологический менеджмент: учеб. пособие. - Владимир: Владим. гос. ун-т, 2003. - 291 с.

7. Вернадский В.И. Биосфера и ноосфера. - М.: Уфекс-Пресс, 2003. - 576 с.

8. Галечьян Н. В чем выгода экологически благополучного имиджа компании // Корпоративная имиджелогия. - 2008. - № 02(03).

9. Grant J. The Green Marketing Manifesto. John Wiley & Sons, Inc., 2007.