MECHANISM OF FOREIGN ECONOMIC ACTIVITY DEVELOPMENT: MARKETING ASPECT

Abstract

Purpose of the study. This article examines the role of marketing in ensuring the effectiveness of foreign economic activity of industrial enterprises. The relevance of the topic is driven by the need for Russian companies to adapt to global competition, sanctions restrictions, and the transformation of international markets. The purpose of the study is to identify the influence of marketing strategies on the effectiveness of foreign economic activity and to determine the key factors for successful integration of an enterprise into international markets. The theoretical foundation is based on the works of foreign and Russian scholars in the field of international marketing. The paper analyzes environmental factors (political, economic, socio-cultural, technological, legal, and competitive) that determine the choice of marketing strategy when entering foreign markets. Classical and extended marketing mix models (4P, 5P, 6P, 7P) are examined, as well as strategies of differentiation, standardization, adaptation, niche marketing, and competitive advantage. The empirical basis of the study includes an analysis of the foreign economic activity of MMZ Donetsk LLC, an enterprise in the coke-chemical industry. The specifics of product promotion in the B2B segment, the role of business reputation, logistics infrastructure, and digital communication tools are identified. The necessity of a comprehensive analysis of the external environment and adaptation of the marketing mix to the conditions of a specific market is substantiated. Based on the research results, conclusions are drawn about key success factors: systematic marketing analysis, pricing flexibility, logistics optimization, cultural and linguistic adaptation of promotion, as well as the use of digital technologies. The proposed recommendations may be useful for industrial enterprises planning to enter international markets.