IMPLEMENTATION OF INTERNATIONAL MARKETING ACTIVITIES IN MODERN GLOBALIZATION REALIA

Олена В. Птащенко, Ірина В. Литовченко, Юлія В. Григорова

Abstract


The paper discusses the key aspects of marketing activities in the international market, provides insights into the specifics of international marketing, the major types of business activity and the production factors (capital, labour, raw materials, management, information, technology, markets), and the way they are organized worldwide. It is argued that in the new realia, gaining a required level of productivity and competitiveness becomes possible only within the frameworks of an integrated global network. In the context of national enterprises, the process of globalization, on the one hand, could be viewed as increased competition, while on the other – as the opportunity to enter new markets. The success of companies' penetration into international markets largely depends on their objectivity and competence to explore developed market segments, as well as on the ability to choose an effective marketing strategy to achieve this goal. Within the scope of this study, international marketing is considered as the respond of international market participants to the immediate processes of growth and expansion of partnerships, growth of production capacity, rapid renewal of product assortment, frequent changes in the nature and structure of market demand, market fluctuations, increased competition, production expansion, and enhanced quality of information support. All this ensures systemic, regular and dynamic activities in the international market at different stages of product and services consumer sales promotion.


Keywords


marketing; marketing tools; international marketing; international marketing activities; international marketing toolkit



DOI: https://doi.org/10.30857/2413-0117.2020.2.9

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