INTERNATIONAL MARKETING TOOLS FOR HIGH-TECH PRODUCTS PROMOTION

Ілля Васильович Хаджинов

Abstract


The article seeks to explore the main provisions of international marketing and its tools along with revealing the specific features of high-tech products and the key elements of their promotion. The modern realia of economy globalization processes pose a range of challenges to sustainable entrepreneurship development, especially to innovatively active enterprises engaged in foreign economic activity. The intensive growth of market economy is always accompanied by the boost of entrepreneurship. Entrepreneurial activity is engineering, design and combination of factors of production to create new goods and services that, in turn, will contribute to maximizing profits and meeting the societal needs. One of the latest trends in entrepreneurship within recent couple of years has been entrepreneurship in the field of high technology. Such trends have been underpinned by the current changes in the global economic environment and the transformation of consumer behavior globally. Thus, product consumption is accelerating against the reduction of product life cycles, first of all, due to a drop in the market saturation stage, i.e. market maturity. Consumers tend to have an appetite for innovations in different areas and in their heads are ready to pay considerable sums of money for innovative products. With this in mind, the major instruments for promoting high-tech products are marketing communication tools (Internet marketing and its types) and personalized specific advertising.


Keywords


marketing tools; international marketing; marketing mix; high technologies; high-tech products



DOI: https://doi.org/10.30857/2413-0117.2019.4.6

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