STRATEGIC PRIORITIES OF MARKETING POLICY IN THE SYSTEM OF ENSURING THE EFFICIENCY OF FOREIGN ECONOMIC ACTIVITY OF THE ENTERPRISE
DOI:
https://doi.org/10.31891/mdes/2022-3-3Keywords:
marketing policy, foreign economic activity, enterprise, strategic priorities, marketAbstract
The market environment requires companies to develop an action plan that highlights both the basic principles of activity and its strategic priorities. The importance of implementing the program when the company enters the foreign market, which may differ significantly in its own institutional and commercial requirements for economic activity. Accordingly, it is proposed to apply marketing policy as a means of ensuring the effectiveness of foreign economic activity of the enterprise.
The purpose of the article is the generalization of theoretical and methodological principles and development of applied recommendations for the selection of strategic priorities of marketing policy in the system of foreign economic activity, which take into account changes in consumer interests, aspects of rationalization of commercial relations with suppliers, current trends in competition, structural reform requirements. technologies of business management and development of commercial relations in the international market.
The formation of the methodological basis of the study was based on the method of comparison (to clarify and streamline the conceptual and categorical apparatus), systems theory and systems analysis (for analysis of marketing processes and phenomena in foreign economic activity), the method of scientific abstraction (to determine strategic priorities of marketing policy and systemic aspects of foreign economic activity of enterprises), systematization and generalization (in the implementation of marketing strategies to ensure the effectiveness of foreign economic activity of the enterprise).
The article highlights the importance of developing and implementing marketing policy in solving problems related to ensuring the effectiveness of foreign economic activity of the enterprise. It is emphasized that the success of foreign economic operations of the enterprise depends on the factors of marketing and preparation and implementation of appropriate measures to achieve the expected results. The conceptual provisions of scientific research of marketing policy and foreign economic activity of enterprises are revealed and it is emphasized that there is a certain lack of thorough theoretical, methodological and applied developments to highlight their relationships and dependencies. The essence and significance of marketing policy on the part of introduction of administrative technologies in the conditions of strengthening of resource requirements and uncertainty of the market environment of foreign economic activity of the enterprise are substantiated. It is proposed to consider the strategic guidelines of marketing policy of the enterprise in the context of establishing import-substituting production and strengthening production and logistics relations with foreign partners in its preparation and development. The strategic role of marketing policy in ensuring the effectiveness of foreign economic activity of the enterprise is determined, in particular, certain groups of marketing factors, preface to the development and implementation of appropriate policies and modeled them in solving these problems. A high progressive role of a number of marketing measures in ensuring the efficiency of foreign economic activity of the enterprise has been identified.
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