FEATURES OF PROMOTION POLICY FORMATION ON INTERNATIONAL MARKETS

Abstract

The article reveals the theoretical foundations and develops practical recommendations for the formation of promotion policy on international markets. The theoretical base of the study was literary sources of both foreign and domestic authors, aimed at researching the essence of promotion policy, including on the international market. The work presents an improved definition of "promotion" as a set of actions to create deep relationships between the company and the target audience in order to further sell the company's goods and increase repeat purchases in the company. The author's vision of the role of promotion policy in the company's marketing strategy is provided, which is presented in the form of a logical-structural scheme. Special emphasis was placed on the prerequisites for the emergence of promotion policy and its place in the general management of marketing activities. The key aspects of the formation and implementation of the promotion policy on the international market were determined, and a detailed analysis of the tools for achieving the company's goals at various stages of its development was also carried out. Specific tools that can be applied in different directions and at different stages of marketing activities to achieve the company's goals were also analyzed, and the principles of effective use of product promotion policy were also determined. A thorough analysis of the tools used in the promotion policy was carried out. In particular, two general groups are singled out: classical and modern, and their characteristics are provided. Special attention is paid to SMM, as the most popular marketing tool. Histograms and charts of the most popular content topics, the most popular social networks of the B2B market are presented. The main differences between B2B and B2C markets are systematized in the form of a table, with the aim of a detailed understanding of the features of the promotion of goods on international markets. The process of product promotion on international markets is defined, which are the features of promotion and the specifics of the strategy of promotion on international markets. The characteristics of Push-strategy, Pull-strategy, combined strategy as the main strategies of product promotion are provided.