НОВІ ПРІОРИТЕТИ МІЖНАРОДНОЇ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВ В УМОВАХ ГЛОБАЛІЗАЦІЇ ТА ІНТЕГРАЦІЇ УКРАЇНИ У СВІТОВЕ ГОСПОДАРСТВО

Abstract

The current stage of development of the world economic system is characterized by the intensifi cation of globalization processes, which is accompanied by periodic economic crisis phenomena. Therefore, the world economic space has two landmarks: ensuring maximum satisfaction of the needs of target customers and expanding the capabilities of production systems. Achievement of the set goals is possible by activating the mechanism of international marketing, the role of which is to adapt the industrial process of countries to the unstable external conditions of the world market. There is an intensifi cation of the competitive struggle between producers both in the domestic markets of individual countries and at the level of the world market as a whole. At the same time, the effectiveness of the subjects of international business, the main representatives of which is the TNC, depends on their ability to monitor and react responsibly to changes taking place in the global environment, and also to take them into account in determining the prospects for the development of production, commodity and commercial policy in international markets. At the same time, the role of international marketing of enterprises is gradually increasing, as one of the main systems of management of international business, and it is he who is able to provide interconnection with the external environment in close interaction with its production subsystem. The use of marketing tools and the internationalization of production and commercial activities take place in parallel. The marketing activity of national and international players in the globalized market depends on the level of internationalization of the economic interaction of its subjects. All this contributes to the internationalization of marketing principles and tools, the formation of a holistic system based on individual marketing management tools, and international competition contributes to the intensifi cation of marketing activities of enterprises. Because of this, national marketing is gradually subordinated to the procedural-content priorities of international marketing in the conditions of globalization. Thus, on the basis of the conducted research, taking into account the peculiarities of the current stage of development of the world economic system, the necessity of developing a mechanism that would allow to coordinate eff orts in the fi eld of international marketing in order to increase the productivity of each event separately and marketing strategy in general.