Introduction. Such variables as number of employees in marketing of organisation, value of marketing expenses, cost on innovation, the number of marketing staff, the share of marketing efforts which is undertaken in cooperation with the city council and different non-profit organizations, the marketing costs, the level of satisfaction of marketers, level of marketing potential, level of innovation potential are considered in this research. They are marketing factors that can affect the level of social impact of Ukrainian providers of urban public transport services.
Purpose. The article aims to obtain the adequate econometric model which can demonstrate the relationship between marketing factors, innovation development and the non-economic effect of business entities which provide the urban public transport services.
Method (methodology). The results of evaluation of social effect of Ukrainian providers of urban public transport services are evaluated on the basis of mathematical multifactor model. They are presented in the article.
Results. The adequate econometric model has been worked out in this research. This model shows the relationship between controllable marketing factors and social effect has been presented in the article. We have determined the controllable marketing factors. They are number of employees and volunteers in marketing, the average monthly wage of employees in marketing, satisfaction of volunteers, total current assets of an organization, and the level of marketing potential. The model can be used to predict the level of social (ecological) impact of providers of urban public transport services in the Ukrainian society.
Tariff systems in public transport in selected cities
