MARKETING MANAGEMENT AND THE RIGHT TO PERSONAL DIGNITY OF CONSUMERS

Abstract

Man comes into his life by birth. Man's life is undeniable. It is his greatest value.
Every person seeks to live freed from fear and poverty, as more beautifully and more happily as possible. Life liberated from fear and poverty is the basis of human dignity. To get rid of fear and poverty the man works. Working he earns. The earned has a monetary equivalent expressed in monetary units that is money. The money is spent by man in order to live better. By spending money, he procures goods and services on the market. Thus, he procures himself as a consumer - buyer who buys goods and services to satisfy his living needs and to live a life worthy of man. As a buyer, he is involved in numerous relationships with sellers of goods and services. The work of these is managed by marketing management experts.
Buying to meet their life needs, consumers feel the need for respect by others. The need for respect by others includes attention, recognition, social status, prestige, reputation, importance and other features of the personality of the buyer. These characteristics are in function of his personal dignity, which stems from the knowledge that he is a man. As a man he has a certain degree of self-respect. Self-respect is the basis of dignity. Every person who has at least a small degree of self-respect wants to be respected by others. When buying goods and services, they are the people of the company - the sellers who serve him.
The personal dignity of the consumer is his human right guaranteed by Article 1 of the Universal Declaration of Human Rights and other international legal acts by which these rights are guaranteed to citizens of the world. That right is incorporated in the constitutions of all countries that have ratified those legal acts. Among them is the Republic of Macedonia. The Constitution of the Republic of Macedonia stipulates in Article 25 that every citizen of the Republic is guaranteed respect and protection of dignity and reputation.
Respect for the dignity of consumers when they buy goods and services on the market comes to the fore in terms of the relation of the seller-buyer relationship, in the objectivity of informing buyers about the goods and services, in the ranking of consumers according to their purchasing power and in the arrangement of the sales area.
Respect for the dignity of consumers is a very important factor for the efficiency of the sale of goods and services. In conditions of existence of consumers with a high level of self-respect, the efficiency of sales may be proportionate to respect for their dignity. This fact marketing management should always have into consideration. By hawing it into consideration, he should always work to increase the level of respect for the dignity of consumers.