FUNDAMENTALS OF FORMATION OF INTERNATIONAL MARKETING IN BUSINESS ACTIVITIES OF DOMESTIC FIRMS IN FOREIGN MARKETS

Abstract

The need for international marketing by enterprises is identified in connection with the growing openness of countries to foreign markets and the need to improve the relations of enterprises with these markets. The analysis of definitions of the concept of national marketing as a basis for clarification of the concept of international marketing is carried out. Its types are distinguished in the structure of international marketing, namely: cascade and global. It is noted that the basis for the selection of types of marketing is either the need to take into account the product or service features of foreign markets (adaptation of goods to foreign market conditions), or the ability to implement them in standard performance for all markets (standardization of goods and services). The author's approach is proposed, which is based on the hypothesis that all markets should be evaluated by two criteria: global forces that contribute to the standardization of marketing efforts, and local forces that force companies to adapt to market conditions of individual countries. According to the selected criteria and the level of their measurement, there are four types of external environments: global (universal), multiple national (multinational), neutral and transnational (international). Peculiarities and negative consequences of ethnocentrism are identified, which can be expressed both in complete disregard for differences between domestic and foreign markets and in understanding the need to take into account the specifics of international markets, but with the dominance of national priorities and underestimation of the complexity of marketing for individual countries. The definition and content of the concept of marketing research are studied. It is proved that the most important in the system of marketing research is information. Based on the provisions of modern marketing, it is determined that for each product can be built as a three-tier and two-tier concept of its creation.