Goal. The article defines the key areas of ethical behavior of supplier companies in the course of their activities on the market and in their relationships with their customers, employees, third parties, and the environment. Method. To realize the set goal, the article uses various general scientific and special methods of scientific research, in particular, the method of scientific abstraction, induction, deduction, synthesis, analysis, comparison, etc. The results. The key features that ethical suppliers should meet in order to form a positive image and reputation of them are outlined. In addition, key requirements for the ethical activity of suppliers in the context of such key positions as commercial good faith, fair competition, conflict of interest, control of international trade, confidentiality and intellectual property, confidentiality and data protection, identification of problems, fair marketing practices are defined. In addition, supplier organizations must ensure the protection of human rights in relation to their employees, direct funds to protect their health, and must also interact responsibly and conscientiously with the environment, ensuring the following aspects: inadmissibility of child labor, free choice of workplace, freedom of participation in associations , compliance with the schedule of work and rest, payment of wages, compliance with benefits, inclusiveness and diversity, absence of threats and harassment, occupational safety, process safety, product safety, environmental protection, water resources and waste management. Scientific novelty. A theoretical substantiation of the need to comply with ethical requirements by supplier companies in their professional activities and in relations with partners, clients and stakeholders for their more effective functioning on the market has been made. Practical significance. The obtained results of the conducted analysis are suitable for use in the process of developing codes of ethics of supplier companies in the domestic market, compliance with which will have a positive effect on the relationship between suppliers and their customers, will contribute to the formation of a positive business image of both the supplier company itself and those companies that interact with it.

The proposed article substantiates the feasibility of using the term «marketing ethics» to denote the content of the behavior of the subject in terms of morality and decency in relations with key partners of the company. The main functional areas of application of marketing ethics in the context of elements of the marketing complex and relationships with key counterparties with which the company interacts in the market. On the example of a typical model of the marketing complex (4 "P"), typical ethical issues that may arise in the company's activities are considered. It is determined that approaches to the study of marketing ethics are often limited to a special interpretation of the categories of "ethical" or "socio-ethical" marketing. It is argued that it is more appropriate to consider the moral contexts of specific marketing decisions, rather than clarifying the content of marketing management concepts. Adherence to the principles of marketing ethics is becoming crucial today. Marketing ethics act as long-term methods of branding, sundress marketing and trust building, allowing you to optimize the presence of a product or service, potential customers, sales and conversions. Marketing ethics is built around ethical marketing principles and standards that demonstrate acceptable marketing behavior. It is worth noting that unethical marketing can potentially succeed in the short term, but in the long run it is not a very good strategy. Over time, customers will distrust your brand as a whole, and you will find it difficult to find brand supporters who are willing to spread awareness about your product or service through «sundress marketing». Using the provisions of the general theory of marketing ethics, Gant and Vitella modeled the mechanism of formation of ethical marketing decisions by an individual or organization. The model shows that the ethical judgments of the individual are a function of deontological evaluation of the individual and teleological evaluation. The relevance of adherence to ethical principles for companies that focus on the long term in order to build long-term, trusting relationships with key market participants is substantiated.

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В сучасних реаліях цивілізованого світу популярності та поширення в маркетингу набуває концепція маркетингу відносин (маркетингу взаємодії, маркетингу партнерських відносин), сутність якої полягає у встановленні довготермінових відносин між учасниками ринку на взаємовигідних умовах. Здійснено аналіз еволюції концепцій маркетингу в сучасних умовах, з'ясовано перспективи розвитку концепції маркетингу відносин. Розглянуто можливості формування маркетингу відносин у закупівельній діяльності підприємства на ринку товарів промислового призначення. Визначено ключові переваги формування тривалих взаємозв'язків між підприємствомвиробником та підприємством-покупцем в умовах промислового ринку. З'ясовано особливості формування системи маркетингу закупівель на промисловому підприємстві. Ключові слова: маркетинг відносин, закупівельна діяльність, маркетинг закупівель, ринок товарів промислового призначення, маркетинг взаємодії, концепція маркетингу.

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