СТРАТЕГІЯ ПРОСУВАННЯ ПІДПРИЄМСТВА НА МІЖНАРОДНИХ B2B РИНКАХ

Abstract

The research focuses on the company’s promotion strategy in international B2B markets, revealing different approaches to the promotion concept and strategy. The promotion strategy is viewed as a way of determining the company’s long-term goals for building a system of marketing communications between the company and a consumer regarding the dissemination of information about products using communication tools (advertising, PR, personal selling, direct marketing, sales promotion) aimed to form the demand for goods. The research studies the causes influencing the international communication process: uncontrollable and rapidly changeable factors of the market context of domestic and foreign markets, aspects of sociocultural, linguistic, economic, legislative, and competitive differences in the market. These factors actualize the necessity of strategic analysis of international markets, detailed analysis of the socio-cultural environment, and thorough analysis of secondary and primary marketing information regarding differences in the customers’ market behavior in the global market. The study describes the formation of a company’s promotion strategy for international markets. It includes the following stages: strategic analysis of foreign markets’ attractiveness, analysis of the cultural environment of global markets, the foreign market selection process for further market activity, research of customers’ motivations in the chosen market, determination of directions for the promotion strategy formation and means for its implementation and control. A comparative analysis of the use of promotional tools in B2B and B2C markets is provided. It is determined that the most effective promotion tools in the B2B market are personal sales, exhibitions, event marketing, and presentations.