ЗАСАДИ ВПРОВАДЖЕННЯ МІЖНАРОДНОГО МАРКЕТИНГУ У ДІЯЛЬНІСТЬ ІННОВАЦІЙНО-ОРІЄНТОВАНИХ ПІДПРИЄМСТВ

Abstract

The article analyses the state of Ukraine's exports and imports of goods. The author notes that in 2022 the value of exports decreased by 35% compared to 2021, and the volume of goods decreased by 38.4%. In 2022, the volume of imports almost halved (by 48.1%), while the value decreased by only 19.6%. It can be concluded that despite martial law, Ukraine continues to operate on the international market. It can be concluded that despite martial law, Ukraine continues to operate on the international market. In order to further develop the globalisation activities of innovation-oriented enterprises and establish sustainable relationships with consumers in the international market, it is necessary to use international marketing tools. International marketing is extremely important for any company that wants to grow and expand its business, and this is especially true for innovation-oriented companies. International marketing helps innovation-oriented companies to better understand consumer behaviour in the international market and to best meet their needs. Implementing international marketing in the activities of innovation-oriented companies requires a strategic approach that takes into account global market dynamics, cultural diversity and the unique challenges of each target market. The author has found that the main goal of international marketing for innovation-oriented companies is to increase sales of goods and services, improve the company's competitiveness in the international market and increase profits. The study identifies the main differences of international marketing from traditional marketing, considers the main types of international marketing and offers stages of introduction of international marketing into the activity of an innovation-oriented enterprise. The author formulates the main reasons for the use of international marketing in the activities of innovation-oriented enterprises and lists the advantages of its use in the expansion of activities in the global market. It is also noted that before entering a new market, a company must conduct a detailed analysis and develop a strategy to ensure success in the global business environment.