ПРО ДЕЯКІ ТЕОРЕТИКО-МЕТОДИЧНІ АСПЕКТИ МАРКЕТИГОВОЇ ДІЯЛЬНОСТІ У ЗОВНІШНЬОЕКОНОМІЧНИХ ОПЕРАЦІЯХ

Abstract

The article considers the key aspects of marketing activities in terms of foreign economic transactions. First of all, attention is paid to the study of the theoretical essence of marketing. A meaningful analysis of the phenomenon of marketing and proposed the most acceptable, from the point of view of the authors, the definition, namely that the modern marketing system considers the production of goods and services depending on the requirements and needs of the consumer. The key principles of marketing, marketing tasks are analyzed. Attention is paid to marketing tools and functions, namely the analytical group of functions, the production group of functions, the sales group of functions and the management group of functions. On the basis of the conducted analysis the place of marketing activity in the general system of management of activity of the enterprise is resulted. Existing approaches to the implementation of the marketing function through the appropriate sales channels are studied: direct, indirect and mixed. A critical analysis of the evolution of approaches to understanding the essence of the marketing complex (marketing mix) is carried out, primarily due to the isolation of more unique components, which occurs under the influence of globalization processes. Thus, the authors note that the classic approach «4P»: product, place, price, promotion, has been transformed into more complex elemental systems, which from the point of view of developers may include 5 and 6 and 7 components, including participants, physical evidence or process. The authors believe that the most logical is the «5P» system, which in addition to the four classic components also includes such an element as people. That is, the marketing mix takes into account the human factor, which includes not only communication but also the establishment of relationships with staff within the company and with consumers. The content of international marketing as the main tool for the practical implementation of marketing in terms of foreign economic activity is analyzed. The authors note that the key features of marketing in foreign trade operations are a more extensive focus on the consumer, the dictates of national marketing and the inevitability of additional costs.