Preconditions for the formation and development of international marketing. Prerequisites and directions for the development of international marketing The formation and development of international marketing is due to the processes

In the early 60s. international trade is becoming the main component of international economic relations. The progressive development of the latter led to the intensification of international trade, which had positive impact on the state of the world economy as a whole.

Further development of international trade ensured a deeper division of labor between individual countries and contributed to the further integration of national economies into the world one. In such conditions, firms from different countries began to look for more favorable conditions for their entrepreneurial activity in foreign markets, thanks to the development of which they increased the volume of production and deepened their specialization.

To ensure effective entrepreneurial activity in foreign markets, firms began to use marketing implemented in the national market, taking into account the specifics of activities in foreign markets.

Thus, the positive changes that took place in international economic relations, which caused globalization and the integration of national economies, were the main prerequisite for the emergence of international marketing... The new economic order, which has taken shape and is constantly evolving in

based on the principles of liberalization and cooperation, contributed to the emergence and practical use of international marketing, its further development.

More on topic 1.1. BACKGROUND FOR THE FORMATION AND DEVELOPMENT OF INTERNATIONAL MARKETING:

1.1.1. Globalization of the world economy as a prerequisite for the development of international marketing
Chapter 1. Economic prerequisites for the emergence and development of marketing theory
2.1. Marketing as a market concept, economic management and as an integrated systematic approach to the organization of market activities. Formation and development of marketing
Formation and development of international commercial air services in 1920-1939
Section II International competition as the main factor in the emergence and development of international marketing
3.2. Formation and development of international legal regulation of foreign investment on a multilateral basis
Chapter 1. ESSENCE AND ROLE OF INTERNATIONAL MARKETING IN THE DEVELOPMENT OF THE WORLD ECONOMY
2.1. Theoretical prerequisites for the formation of the organizational and economic mechanism of anti-crisis management of an enterprise
6.1. Historical preconditions for the formation of management activities in the field of social work in Europe and Russia

INTERNATIONAL MARKETING SYSTEM

The concept of international marketing originated in the USA in the post-war period. Its emergence was driven by the practical needs of American multinational companies. Convinced of the advantages of the marketing approach to organizing the company's activities in the domestic market, American specialists (both practitioners and theorists) felt the need to extend it to operations in the foreign market.

To carry out expansion on the world market, there was no longer enough knowledge about the characteristics of consumer behavior, elements of the socio-cultural environment, the characteristics of the distribution system, etc.; experience in organizing export-import operations, foreign and international trade.

In order to provide methodological support for the dynamization of the international activities of American firms, Harvard Business School professor James Hagler proposed in 1957 to concentrate the efforts of researchers on studying the characteristics of the economies of different countries. Such studies have formed a separate area of marketing development, which is called comparative marketing. Its essence consisted in studying the features of all elements of the foreign business environment, comparing it with American experience and developing recommendations for adapting the management of firms to the most significant differences in the foreign market.

Research within the framework of the comparative marketing development program has over time divided into two areas: regional and functional. The first was focused on the regional component, the second - on the study of individual (functional) elements of marketing (the system of distribution and promotion of products, the organization of wholesale and retail trade, consumer behavior, etc.).
One of the first publications under the title "International Marketing" was a book by Roland Kramer, which came out in 1959. But this work has not yet contained a systematic presentation of the theory of international marketing and special marketing techniques and algorithms. The author focused on the need to analyze and take into account the economic, political, legal, socio-cultural elements of the environment, which now actually constitutes the first stage of international marketing activities.

Since the mid-70s, the problems of international marketing activities of transnational corporations prevail in scientific research of such well-known marketers as W. Kinigan, D. Carson, G. Torelli, C. Nyer, and others. These works summarize the experience of TNCs and develop a concept and tools for transnational marketing.

The emergence of the concept of global marketing as a subcategory of international marketing has led to:

Increasing the level of internationalization of firms' activities;

Trends in the development of the world economy;

Certain changes in consumer behavior in the global market.

Term global marketing began to be widely used in scientific, research and practical activities since 1983, when the Harvard Business Review published an article by Professor T. Levitt "Globalization of Markets", in which he summarized the successful practice of those TNCs that applied the principle of standardization of the international marketing complex and created a unified (global) strategy of activity. A significant contribution to the study of the problems of international marketing and the development of questions devoted to the strategies of enterprises entering foreign markets was made by such foreign and domestic scientists as F. Kotler, Zh. Lamben, K. Ohmae, R. Sandhusen, M. Porter, P. Drucker, Aleshina I.V., Tomilov V.V., Moiseeva N.K., Azaryan E.M., Romat E.V., Krylova G D., Sokolova M.I. and others.

The processes of dynamization of the competitive environment in the world commodity markets have led to the emergence of concepts such as a competitive product, competitive technology, a competitive firm, which already have an appropriate mechanism and indicators of definition and application in international activities. The famous American economist M. Porter formulated the characteristics of a competitive country and identified the factors of its competitiveness. Extending the concept of competitiveness to society, S. Garelli notes that "a competitive society is a society that has established a dynamic balance between wealth creation and social harmony."

One of the hallmarks of a modern competitive society is the balance between the “local” and “global” economies, that is, between the orientation of the economy towards the domestic and world markets. In every country modern world two types of economy coexist: “local”, which supplies goods and services to the end consumers of their country, and “global”, connected with the world economic system.

According to S. Garelli, the identification signs of the “local” economy are:

Focus on the final national consumer;

A significant, dominant share in the country's gross national product;

Protection from foreign investors or a significant complication of their access to the relevant commodity market;

Possibility of tangible interference in the free market mechanism (fixing prices, granting government orders exclusively to local firms, agreements on market sharing, etc.);

Relatively low cost efficiency;

Very low mobility of the labor force, that is, placing it in large numbers small businesses and organizations close to end users;

Focus on providing employment and solutions social problems, preservation of social harmony and sustainable value system.

The "global" economy is characterized by the following features:

Focus on the global consumer, or buyer;

Focus on ensuring the welfare of their country, the profitability of international transactions and the flow of new technologies into the country;

Harnessing the comparative advantages of individual countries through global management of value creation and enhancement;

Continuous intensification of activities, focus on cost reduction, mobility and global scale;

Flexibility and dynamism of organizations, the ability to structurally adapt;

Not so much study as control over enterprises (production) abroad.

Each national economy is characterized by its own specific sectoral composition of the "domestic" and "global" economy. The role of the latter in all countries is becoming more and more significant, both from a qualitative and quantitative point of view. Each unit of the “local” economy on its way to the “global”, as a rule, goes through several stages:

Sporadic exports;

Unstable exports;

Export expansion;

Development of foreign branches;

Consolidation with a foreign market;

Transnationalization of activities;

Globalization of activities.

Various forms of international marketing.

Now the following areas are distinguished in the marketing system:

Domestic (national),

Import,

Export,

International,

Multinational

Multi-regional

Global.

Internal (national) marketing provides for the activities of national companies within national borders. When developing products, the company's specialists take into account information about the needs and desires of domestic buyers, assess the parameters of the domestic marketing environment. At this stage of marketing development, there may be unplanned export deliveries that do not significantly affect the financial well-being of the company.

Import marketing takes place in cases when the country of the importing company is characterized by a low overall level of technological development in comparison with the leaders in this field, or a strong dependence of the sectors of the economy on imports.

Export Marketing typical for companies that hold strong positions in the national market and export products that act as an additional source of profit. Companies, as a rule, start their work in the foreign market with indirect export followed by a transition to direct export. The efforts of the company's specialists are aimed at a systematic study of foreign markets. However, within the framework of export marketing, it is rather a search for markets for the goods available from the exporting company than the adaptation of these goods to the needs of foreign markets.

In export marketing, activities in the domestic market remain a priority, and the content of international marketing activities becomes:

Selection of an adequate foreign market or country of export of goods / services;

Adaptation or modification of the product in accordance with the requirements of the target market; development of export distribution channels;

Acquiring knowledge and skills in operations including transportation, insurance and export documentation.
International Marketing involves a deep study of the foreign market in order to adapt the company's products to the needs of foreign buyers. The company regularly carries out foreign economic transactions with counterparties from any one country. To strengthen its competitive position, an exporting company can specifically allocate part of its resources for export production and marketing, as well as transfer part or all of its production activities to the foreign market.

Multicountry (multinational) marketing It is considered the ultimate form of international marketing and occurs when a company in each of the served national markets establishes separate subsidiaries that enjoy almost complete autonomy in decision-making.

Multi-regional marketing are practiced by companies actively working with counterparties from various countries, through which they have easy access to regionally organized markets. In the development, production and sale of goods, the company's management receives all the benefits of economies of scale, organizing its activities and distributing all resources on a regional basis.

Global Marketing manifests itself in such companies, where marketing activities cover all functional areas of the company: research and development, personnel, procurement, sales, finance, etc. In such conditions, the company concentrates either on the selection and development of relatives in the marketing sense commodity markets, or directs efforts to modify the marketing environment globally developed markets for the company's goods.

The scientific and practical use of the term "global marketing" was introduced in 1983 by Harvard Business School professor T. Levitt. Global marketing is not easy new stage, but a new marketing concept, the main reasons for which were:

Changes in the characteristics of supply and demand around the world;

Saturation of the domestic markets of many countries, reaching a peak supply in them;

increased competition between firms within industrialized countries;

Dynamization of the international competitive environment and changes in the composition of leaders in the world economy in recent decades;

Reducing trade barriers as a result of agreements during the GATT rounds;

Deepening and dynamization of integration processes in the world;

Development of the international infrastructure environment (transport, communications, systems for collecting, processing, transmitting and storing information);

Formation of a homogeneous market of the "Triad" countries (North America, Western Europe, Japan) due to the intensive development of communications, transport, tourism;

The critical share of the "Triad" in the world economy: 70 - 80% of the production and consumption of many goods and services is carried out on the territory of the countries of the "Triad";

The need for the rapid spread of technical and technological inventions due to high level competition within the Triad;

The economic necessity of the internationalization of activities due to the fact that the cost of developing some types of equipment is so high that it is possible to achieve payback only at the world level;

Availability of goods of a "global nature" (high-tech equipment, unique goods, "universal" consumer goods, some services).

Analysis of the activities of TNCs, which in their marketing activities use the concept of global marketing, allowed Western experts to formulate the rule of the "Triad", which proclaims that when goods (services) are in demand in the markets of North America, Western Europe and Japan, they are most likely will be successful all over the world.

Global marketing in no way implies the need to operate in all countries of the world. This is just one of the criteria for the global nature of the company. Global marketing has two main dimensions:

Regional prevalence of activity;

Standardization of the international marketing mix.

Regional prevalence is measured by the number of countries in which the firm is present. And the standardization of the international marketing complex is assessed by the level of uniformity (standardization) of marketing programs used to influence consumers of target markets in different countries. In the system of a standardized marketing complex in all countries, the goods will be offered with the same parameters, at the same price, using the same promotion systems and distribution channels. However, a high standardization of the marketing mix is achieved in stages. World experience shows that standardization, as a rule, is carried out in the following sequence: product, promotion, price, distribution channels.

1.1. Preconditions for the formation and development of international marketing

The first mentions of international marketing appeared in the early 60s. last century. The feasibility of using such marketing was due to the need to ensure effective international trade in goods and services, the volume of which has reached significant proportions. In the early 60s. international trade is becoming the main component of international economic relations. The progressive development of the latter led to the intensification of international trade, which had a positive impact on the state of the world economy as a whole.

The further development of international trade ensured a deeper division of labor between individual countries and contributed to the further integration of national economies into the world one. In such conditions, firms from different countries began to look for more favorable conditions for their entrepreneurial activity in foreign markets, thanks to the development of which they increased the volume of production and deepened their specialization.

To ensure efficient entrepreneurial activity in foreign markets, firms began to use marketing implemented in the national market, taking into account the specifics of activities in foreign markets.

Thus, the positive changes that took place in international economic relations, which caused globalization and integration of national economies, were the main prerequisites for the emergence of international marketing. The new economic order, which was taking shape and constantly developing on the basis of the principles of liberalization and cooperation, contributed to the emergence and practical use of international marketing and its further development.

Globalization of the world economy as a prerequisite for the development of international marketing

Both in the domestic and in foreign literature there is no single definition of globalization. However, for the most part, globalization is seen as one of the phases of the natural development of the historical process, conditioned by the ever increasing interdependence of countries and mesoeconomic structures and characterized by a total unification of the world order. This unification finds its expression in the striving of people of different countries for universal universalization, including common principles of life, values, customs and norms of behavior.

Globalization affects all areas of human activity: economy, politics, social sphere, science, culture, education, ecology, safety. It becomes one of the most important factors influencing the further course of development of human society.

Thanks to globalization, there is a gradual transformation of the entire world market into a single economic space, where they can freely

move capital, goods, services, spread ideas and their carriers. This predetermines the creation and development of modern world institutions, the mechanism of their interaction. In particular, such widely known international organizations as the International Monetary Fund (IMF), World Bank (WB), World Trade Organization (WTO).

The main factors of globalization of the world economy

The globalization of the world economy has been and is being influenced by many factors. The main ones are:

 trade liberalization;

 development of technology and technology;

 ubiquitous distribution of a single virtual and communicative environment;

 transnationalization, caused by the creation and operation of transnational companies located outside the national states and at the same time having a direct impact on their economies. Such companies account for almost a third of world trade;

 go to market conditions economic management of a number of new states and ensuring, on this basis, greater commitment to a market economy;

 unification of culture, certain aspects of which become common for many countries, for example pop culture, widespread use of English, the Internet;

 rapprochement of the way of life of people from different countries under the influence of the universalization of culture.

One can relate differently to globalization, which is the case in real life. Globalization has both its supporters (globalists) and opponents (antiglobalists). And this is quite understandable, since globalization has a positive impact on the development of national economies and at the same time creates new problems. However, it is obvious that the above factors that have a direct impact on globalization will continue to develop, therefore, the process of globalization will accelerate.

The benefits of globalization

According to globalists, the ongoing processes of globalization have a positive impact on the development of national economies. In their opinion, this is ensured primarily due to:

 higher growth rates of direct investment;

 the use of high-tech innovations;

 significant growth in trade in services, including financial, legal

economic, managerial, informational, etc. Moreover, intellectual property is becoming the main commodity in the world market.

Ultimately, according to globalists, globalization -provides

a higher level of international division of labor, which makes it possible to increase labor productivity, to ensure further growth in the production of goods and the provision of services both at the national and global levels. An increase in production volumes, in turn, contributes to the creation of new jobs, allows you to reduce the cost of manufacturing a unit of production and, therefore, sell goods at lower prices. All this leads to an increase in the efficiency of entrepreneurial activity, an increase in wages and a further improvement in the well-being of people, both at the national and global levels.

The negative consequences of globalization

If adherents of globalization point to positive factors of its deepening, then antiglobalists pay attention to such negative consequences of globalization as:

 uneven distribution of benefits from globalization, which is reflected in the decline of some industries and spheres of activity in individual countries due to increased competition and deterioration in the living conditions of a certain category of people;

 a decrease in employment in manufacturing industries in individual countries and an increase in the number of workers in the service sector, where labor productivity is mostly lower;

 the presence of a threat to the national economy of the leakage of direct or portfolio investments from the country;

 an increase in the number of economic crimes;

 an increase in the gap between the amount of remuneration for skilled workers and less skilled workers, the rise in unemployment among the latter;

 redistribution of production to countries with low wages, which is not always desirable for the economies of individual countries;

 the use of child labor;

 ignoring safety rules;

 environmental degradation due to diverging economic interests and different political goals.

The above statements of the antiglobalists are not always indisputable, and sometimes they are simply incorrect. Therefore, in each case, these problems should be studied, and to eliminate them, it is necessary to make well-grounded management decisions. The process of globalization will continue, and, naturally, it is necessary to strive to ensure that it has as much a positive impact on the development of national economies as possible. To a certain extent, this is facilitated by the use of international marketing.

1.2. International Marketing as a Business Philosophy

Objective processes of development of the world economy lead to efforts

the growing internationalization of national economies, firms (enterprises) and organizations of almost all countries of the world are directly involved in international business... Carrying out such a business, the company must build all its activities taking into account the real state of the world market, based on accurate knowledge of the needs and demands of consumers and taking into account their possible changes in the future. This knowledge is provided through the implementation of international marketing. International marketing provides an opportunity to determine how these needs and requirements can be best met.

All activities of a firm using international marketing should be subordinated to the satisfaction of identified needs and requirements in foreign markets and the achievement, on this basis, of the desired end results of its work. At the same time, international marketing forms the views of managers on the development of the world market, the possible behavior of the company on it and becomes a certain system of judgments that provides a long-term perspective of the company's interaction with the world economic environment around it. And thus, being a methodology for the implementation of effective foreign economic activity, international marketing is becoming a philosophy of business in the world market.

1.3. International marketing as a type of management activity

IN most definitions of marketing are seen as human activity, aimed at meeting needs and requirements through exchange. This means that the implementation of marketing is designed to ensure that exchanges are carried out efficiently. In the same way, in the case of international marketing, we can talk about ensuring effective exchanges, only now such exchanges are carried out in foreign markets. For such exchanges to be effective, the activities of the company are aimed at researching foreign markets, establishing the feasibility of entering each specific market, identifying the real needs and preferences of specific consumers, establishing the targeting of products and ensuring the organization of its production. This activity also presupposes appropriate market intervention in order to shape the needs and preferences of consumers to ensure the effective distribution of their products.

Therefore, any definition of international marketing provides that an international marketing firm:

 should identify the feasibility and determine the possibility of exit

to foreign markets;

 know the real needs and requirements of the offered goods in the target markets;

 direct all their activities to meet the identified needs and requirements;

 by meeting specific needs and requirements, providing

to obtain an acceptable profit when it comes to a commercial structure.

All of the above assumes the development and implementation of appropriate management decisions... Based on this, international marketing should be considered as a management activity in the world market, designed to provide a more complete satisfaction of specific needs and requirements of consumers in the necessary goods compared to competitors.

1.4. International Marketing as a Methodology for Ensuring Effective Foreign Economic Activity

Motives for entering the foreign market

Before entering a foreign market, a firm must establish the feasibility and prospects of carrying out entrepreneurial activities on it. In carrying out such an analysis, it is necessary to determine both the advantages that a firm can have when operating in the external market, and the possible negative consequences for it. The following are usually considered as positive aspects of foreign economic activity:

 expansion of the sales market and increase due to this value of the obtained profit;

 reducing the cost of a unit of goods by increasing the mass of its production;

 instability of the national currency;

 interest in receiving foreign currency;

 instability of the political and economic situation in the country of origin of the goods;

 imperfection legislative framework regulating the firm's business activities in the domestic market;

 gaining access to scarce resources on the national market, which, moreover, may be cheaper;

 reducing dependence on the domestic market and reducing the risk of losses from possible unforeseen circumstances on it;

 increase in the product life cycle due to entering new markets;

 elimination of seasonal fluctuations in demand due to possible sales of goods in countries with different climatic conditions;

 improving the company's image due to its entry into foreign markets. Along with the above, there are a number of other factors that determine

expediency of foreign economic activity. So, in particular, in some industries, the costs of developing and mastering the production of new products are so great that they can be recouped only with large sales volumes typical for the world market. When analyzing these factors, one should simultaneously take into account the negative consequences of foreign economic

activity.

Negative consequences of foreign economic activity

Considering the positive factors of entering foreign markets, it should be borne in mind that the required positive result from the influence of this factor cannot always be ensured. In addition, when carrying out foreign non-economic activities, a firm may face a number of specific problems that are not inherent in domestic market... Sometimes foreign economic activity is beneficial to the country, but it is not always expedient for the company. Sometimes a firm runs a greater risk of negative consequences of its entrepreneurial activities in the external market than in its own country.

To adapt its products to the conditions of foreign markets, a firm may be forced to incur costs that exceed the possible income it receives due to the mass production of products. Firms incur large costs in promoting goods to the foreign market. You should also take into account the exchange rate. It may not always be beneficial for the exporter. Moreover, if it can be beneficial in certain period, it is possible that it may change not in favor of the company. There are other negative factors, which are discussed in more detail in the second chapter.

Feasibility of implementing international marketing

Summing up the above, we can conclude that it is advisable for a firm to enter the external market if, firstly, there are no opportunities to improve the results of its entrepreneurial activity in the national market; secondly, the foreign market is quite attractive from the point of view of obtaining additional profits; and thirdly, there are sufficient resources for the implementation of international marketing. In other words, it is necessary to find out to what extent the firm can improve the results of its activities in each foreign market and to what extent it can use the available opportunities for increasing production efficiency, taking into account its resources.

All positive and negative consequences of a firm's activities in foreign markets should be identified using international marketing and taken into account in the development and implementation of its corresponding strategies.

The main tasks solved by international marketing

International marketing is an integral part of common system management of the company, designed to direct all its activities to meet the needs and requirements of buyers and consumers in selected foreign markets. It serves as a means of providing an advantage in meeting the specific needs of buyers and consumers over how those requests are being met by competitors. International marketing is a methodology for making the best management decisions in the process of doing business in foreign markets.

When using international marketing, the firm implements a systematic approach to management activities with a clearly articulated goal

Introduction

International economic cooperation in modern conditions is a powerful stimulus for the development of the world economy. Foreign trade (export, import, etc.) is one of the most important forms of international cooperation between the countries of the world. Now it is impossible to imagine a state whose economy would develop without participation in world trade exchange, since the level of industrial and agricultural production depends on this.

In modern conditions, when Russian enterprises various organizational and legal forms were given the opportunity to independently enter foreign markets, for effective work they need to carefully study issues related to the forms and methods of activity in the international market, issues of international marketing, export, etc.

The study and application of international marketing is necessary due to the openness of enterprises in relation to foreign markets and in order to improve their relations with these markets.

The purpose of this term paper- to reveal the main aspects of international marketing.

For modern stage reforming the politics and economy of Russia is characterized by the tendencies of its increasing integration with the world community, the intensification of the development of new forms of international exchange.

The elimination of the state monopoly on foreign economic activity allowed numerous Russian entrepreneurs to enter the foreign market, since successful commercial and economic activity is impossible without participation in international cooperation.

Entering the world market is a necessary link in the modern economy. The international market is a set of markets of states with specificity, determined by geographic, climatic, national, cultural, religious and political conditions.

Expansion of international relations and integration, establishment of commercial and business relationship, confident entry into the world market while simultaneously activating domestic mandatory conditions Russia's occupation of a worthy place in the world community. And this is unattainable without mastering the strategy and methods of international marketing.

International marketing is a certain way of thinking, an approach to making commercial and economic decisions from the position of the most complete satisfaction of all the requirements of both domestic and foreign consumers.

There are no diametrical differences between marketing in the domestic and foreign markets. In both cases, the same principles and methods of marketing are used. However, a certain specificity of the world market gives international marketing characteristic features that must be taken into account by Russian entrepreneurs.

Concept, tasks, goals of international marketing

Over the past two decades, due to the high level and pace of development of telecommunications, the strengthening of international relations at the state and local levels, as well as an increase in the mobility of the population of developed countries, consumer needs in different geographic regions have largely merged. And the further scientific and technological progress goes, the faster this process goes, and the more business opportunities for expansion become. Developing countries in their quest to improve living standards and catch up and surpass Western Europe and North America in mental and technical potential, also fall under the influence of these trends.

Marketing in the understanding of today is not a separate function, but an integrated concept of enterprise management as a whole, means planning, coordination and control of all enterprise activities related to existing and potential markets.

That is, marketing is a management process that includes the phases of analysis, planning, motivation, coordination and control.

International marketing is a set of measures for the sale of goods and services outside their country, in which the exporter deeply researches the market, the use of aggregate tools and forms of foreign economic activity.

International marketing is viewed as part of overall marketing and has with it common features... The use of international marketing involves the implementation of marketing rules.

The marketing implementation process consists of the following main phases:

market research through observation and analysis of demand, competition, intermediaries, as well as the environment - legislative, technical, economic, socio-cultural, etc .; determining, through product policy, prices and the establishment of certain links, such commercial proposal that will match the chosen target and desired market position; sale of goods and services through advertising and sales policy... This continuously revolving chain of activities is the subject of planning, is taken into account in budgeting, where the share of income from export activities is determined, and is monitored for the rationale of the measures taken.

The listed fundamental marketing rules remain in full force in order to guide the commercial development of an enterprise abroad, and it is obvious that there can be no effective international marketing in an enterprise that does not comply with them.

The variety of market conditions leads to a special marketing organization, characteristic features and the elements of which are:

A system of effective monitoring of a set of markets (preferably with a presence in the field), which allows you to quickly learn about the changes that are taking place and, if possible, take proactive measures;

Rapid response to specific requests, which implies greater adaptability of production and administrative services;

A system that allows you to track the result and control the effectiveness of the measures taken, despite the difficulties associated with differences in reporting forms, a variety of currencies and the peculiarities of the "cultural" order in the management of enterprises;

Ability to develop and apply a variety of information gathering techniques and market behavior appropriate to all possible cases.

These are the conditions for long-term and profitable international activities. Marketing activities in the international market have some peculiarities.

The need for internal resources and internal readiness to engage in export activities. The majority of Russian enterprises were unsuccessful when entering the foreign market, as they were not ready to work with new markets. Features of the external market - political factors, world economic relations, the technical development of countries, a different culture, the specifics of demand in each country, etc. So, when conducting advertising company it should be borne in mind that in Libya you cannot use Latin letters, in Italy you cannot use the colors of the national flag, in Indonesia it is forbidden to depict a pig in advertising. It is necessary to find a certain niche within the segment of the world market.

So, a successful marketing tactic is often not crowding out other competing firms, but finding your own small niche among them. Individualization of products. The international market today finds its own individual purchase for each buyer, so before building a house in Japan, the buyer will select all the parameters of a new house on a computer within an hour - materials, sizes, style, cost, which will be adjusted to the buyer's capabilities by changing the parameters of the house ... While representing a kind of integrity, international marketing must nevertheless be tailored to the characteristics of the enterprise. It is especially necessary to distinguish between marketing used by those enterprises that carry out international activities of the "cascade" type, consistently mastering different foreign markets, and marketing at enterprises that immediately enter the multinational market.

International marketing in the "cascade" type directs the development of the enterprise according to the following scheme: preliminary study of the markets of countries that may be of interest; selection of the most favorable region or country; determination of the way the company is present in this market; determination of a commercial offer in the context of goods, services and prices, adjusted to both favorable and unfavorable market options; definition of commercial policy, sales policy, communication and selection of sales personnel. Entering a new market each time represents a trade-off between using solutions already tested in other markets and the required level of adaptation, which is often the inevitable price to be paid to gain a foothold in the market.

In the context of a significant expansion of the scope of potential demand and competition outside the country of its origin, "cascade" internationalization can lead to the so-called "myopia", global international marketing is needed. With development information technologies almost all markets are becoming global. The launch of many products and the accompanying commercial activities must target an increasingly wider geographic region. Countries are no longer something closed, they can not only break up into economic and geographical regions, but, on the contrary, together with each other form market segments in the usual marketing sense. Likewise, the economic agents of the market should not be confined to the sole role of buyer, seller or intermediary. This new concept of the market activity of enterprises gives international marketing a new dimension by firmly linking sales marketing and purchase marketing in one strategic direction.

International marketing is a special set of activities for the sale of goods and services outside their country.

International marketing is a response of the commercial world to such processes as the growth and expansion of partnerships in the international market, an increase in production capabilities, a rapid renewal of the product range, frequent changes in the nature and structure of market demand, its market fluctuations, increased competition, an increase in volume and improvement in quality. information support.

International marketing provides for systematic, constant, active work in the international market at different stages of promoting commodity products and services to the consumer.

In this regard, the concept of international marketing should be distinguished from the concepts of "sales" and "export", since the latter consist in the fact that sellers are limited by the fact of conscientious delivery of their products to foreign importing firms. At the same time, suppliers, as a rule, are hardly interested in how satisfied their direct consumers are with a given product.

A distinctive feature of international marketing is a complete and clear orientation towards the foreign consumer, the desire to satisfy his needs and requirements.

Recognition as the leading direction of marketing to achieve a high level of consumption, provide a wide choice to the buyer, improve the quality of life means a transition to socio-economic marketing in the interests of the entire world community.

International marketing activities should provide:

Justification of the need for the production of a particular product (goods, services) by identifying existing or potential foreign demand;

Creation of a product (service) that most fully meets the requirements international market compared to products manufactured by competitors;

Organization of research and development work (R&D) to create models, product samples that meet the needs of foreign consumers;

Reliable, reliable and timely information about the international market, the structure and dynamics of specific consumer demand, tastes, preferences of foreign consumers;

Coordination and planning of production, sales, financial activities taking into account the interests of the international market;

Improvement of methods, techniques for the sale of marketable products;

Rational distribution of goods in the international market;

International control of the sphere of sale of goods, services;

Regulation of all activities of a market entity and its management in order to achieve general goals in the field of production and sales.

In practice, the main task of the international marketing used by the market entity is to bring consumer demand in line with its commercial interests.

The goals of international marketing are a tool for achieving a positive image of the company in the foreign market, achieving favorable results. There are specific quantitative and qualitative marketing goals of the subject of the international market.

Qualitative goals lead to an increase in the prestige of the subject of the international market, increase its potential weight. Quality goals include:

1. Economic goals and achievements, both in own country and in importing countries.

2. Positive impact on employment - internal and external labor market.

3. Support for educational, cultural, sports and other events both domestically and abroad.

Quantitative goals are expressed by the following indicators:

1. Increase in sales in monetary and physical terms.

2. Growth in the share of markets occupied by the goods of this subject of the international market by countries, market segments, goods.

3. Growth in the profit of the subject, the market.

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