The article considers the modern approaches to marketing, taking into account the orientation on values. To the effectiveness increase of marketing activities consideration of the behavioral factors is suggested with the development of generations' theory. A comparison of generational groups is carried out, according to which the conclusions that the application of fundamental principles of this theory would allow domestic companies to get competitive advantages in the marketing mix development. That will allow them to achieve the consumer groups' loyalty, and the result of the activity will be profitability increasing as an indicator of high customer appreciation.