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The Role of Marketing Communication Technologies for Export Promotion
Sevruk I. M.

Sevruk, Iryna M. (2019) “The Role of Marketing Communication Technologies for Export Promotion.” Business Inform 11:417–425.
https://doi.org/10.32983/2222-4459-2019-11-417-425

Section: Management and Marketing

UDC 339:5.012.23

Abstract:
The article is aimed at researching the marketing communication technologies for promotion of domestic products to international markets, as well as identifying the current development tendencies and features of export promotion of Ukrainian goods to promising foreign markets, particularly, in the People’s Republic of China (PRC) as one of Ukraine’s leading foreign economic partners. The level of competitiveness and attractiveness of Ukraine as a foreign partner for the countries of the world has been analyzed and the prospects for promoting the export of certain types of Ukrainian products to international markets have been evaluated. It is defined that when promoting domestic products to international markets, enterprises use mainly classical marketing communication technologies, including advertising, marketing promotion, public relations, direct marketing, personal sales. It is determined that export promotion should be accompanied by a detailed analysis of the marketing environment of the recipient country in order to choose an efficient strategy and form an effective set of marketing communications for a certain foreign market. Taking into account the specifics of the local market of PRC as one of the promising to promote Ukrainian exports, the article recommends the use of marketing technology adaptation strategies by Ukrainian enterprises and presents a complex of marketing communications of enterprise. Prospects for further research in this direction is to find ways to strengthen Ukraine’s competitive positions in the global market of goods and services, to form an image of a reliable partner, as well as to define new, efficient instruments of the complex of marketing communications in promotion of exports of Ukrainian products to foreign markets.

Keywords: marketing technologies, export promotion, PRC, brand, SMM.

Fig.: 2. Tabl.: 1. Bibl.: 27.

Sevruk Iryna M. – Candidate of Sciences (Economics), Senior Lecturer, Department of World Economy, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]

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