Development potentials of international marketing in modern environment

Abstract

This article substantiates development potentials of international marketing in modern environment. It has been established that, prior to entering foreign markets, companies should determine targets and strategies of their international marketing. It has been determined that commodities, price, promotion, distribution channels should be adapted depending on a country. It is required to apply individual complex of marketing, when producer adapts marketing system to specificity of individual targeted market or niche, bearing supplemental costs but hoping to receive higher profits in the long term. It has been proved that in a certain market segment, companies should position themselves correctly in perception of potential consumers. It has been determined that the development trends of modern international marketing are related with dynamic development of world economy, competitiveness of commodity producers in world market, with internalization and integration of society.