Перегляд за Автор "Писаренко, А.Д."

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    МІЖНАРОДНІ МАРКЕТИНГОВІ КОМУНІКАЦІЇ ЄВРОПЕЙСЬКИХ КОМПАНІЙ
    (Київ: КНЕУ імені ВАДИМА ГЕТЬМАНА, 2022) Іщук Ю.А., Ю.А.; Писаренко, А.Д.
    Product, price, place, promotion — these are the classic 4Ps of marketing. They designate the instruments of the marketing mix, i.e. the product itself, the pricing, the distribution channels as well as the communication and advertising. However, arbitrary turning of these screws does not make for good marketing. Large corporations employ an armada of specialists for their marketing. It is often determined in advance whether a product is to be presented globally in a uniform manner or adapted locally. Small and medium-sized companies, on the other hand, cannot necessarily bring out the big guns: Fortunately, small adjustments in the right place often help — be it by the company itself or with the help of a marketing agency to increase reach and promote perception of the product range. In the conditions of globalization and internationalization, it is very important to apply the correct methods of exiting and maintaining positions in the international market, therefore, the study of international marketing communications is extremely important and relevant. One thing is clear: the cultural influence on a specific marketing event is difficult to assess, as a large number of other factors always play a role as well. However, the importance of language can certainly be measured because in most cases it also represents a new market. Employees in target markets with local knowledge occasionally make additional adjustments on their own, such as to product focus or even to images in a company brochure or a typical product description layout. Thus, it is extremely important to find and use the right marketing tools and maintain an image in the international market.