A TOOL FOR THE PROMOTION OF UKRAINIAN PRODUCTS IN THE INTERNATIONAL MARKET
Abstract
In the context of the globalization of the world economy, rigid competition, saturation of markets, excess of supply of goods over demand, the constant growth of demanding consumers substantially complicate the sales activities of enterprises. The abovementioned needs to form an effective mechanism for the promotion of Ukrainian products in international markets. The purpose of this article is to analyze the commodity structure of Ukraine's exports, identify the main importers of Ukrainian products, research tools for promoting domestic products in international market, as well as distinguish key trends in the development and features of the promotion of Ukrainian goods. The research of the commodity structure of exports of Ukraine and key partner countries allowed to determine mainly the raw material component of the export of goods and the actual trends of export flows. The authors emphasize the need to use modern tools to promote products in the international market. The most common are traditional promotion tools, which include advertising, sales promotion, public relations, direct marketing, personal sales. The advantages and disadvantages of the strategy of adaptation and standardization in international marketing have been systematized. It has been established that the most common is the combined approach, which is a mix of adaptation and standardization. In order to increase the efficiency of promotion of Ukrainian products in the international market, it has been recommended to develop and implement a clear strategy and the integrated use of all elements of the system of promotion have been encouraged as well, in particular, domestic enterprises should pay attention to the activation of marketing communications over the Internet, which is the most promising in terms of the efficiency. Ukrainian enterprises need to rely on the experience of developed countries: to manage the advancement systematically, to use non-standard and up-to-date methods, taking into account the peculiarities of the international environment. Prospects for further research are a detailed study of the foreign experience of product promotion on international markets and possible ways of its adaptation to Ukrainian reality.
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