DETERMINANTS OF THE DEVELOPMENT OF INTERNATIONAL MARKETING IN THE GLOBAL MARKET

Abstract

The formation of a list and systematic application of marketing tools requires a deep understanding of the modern determinants of the development of international marketing and global markets. Such determinants include tech-nological innovations, digitalization of business processes, transformation of consumer behavior, regulatory and tariff restrictions, geopolitical risks, as well as trends towards integration and localization of markets. Awareness of these factors is necessary for the development of adaptive marketing strategies that can ensure effective penetration of inter-national markets, minimize risks and increase the economic stability of enterprises in a turbulent environment. The article focuses on the issues of developing and applying effective and advanced international marketing practices aimed at in-creasing volumes and enhancing the efficiency of enterprises’ operations in global markets for products and services. The purpose of the article is to summarize and further develop theoretical and applied-methodological provisions re-garding the determinants of international marketing development in the global market. The article examines the role of activating the foreign economic activity of Ukrainian enterprises as a strategy for overcoming crisis conditions, particu-larly in the context of war. It demonstrates that an effective entry into global markets contributes to the diversification of revenues, attraction of investments, optimization of logistics and distribution chains, and enhancement of product com-petitiveness. The necessity of a systematic application of international marketing tools – including strategic positioning, pricing and product policy formation, communication, and distribution mechanisms – is emphasized for achieving sus-tainable competitive advantages. The article highlights contemporary determinants of international marketing and global market development, including technological innovations, digitalization of business processes, changes in consumer be-havior, regulatory and tariff restrictions, and geopolitical risks. Leading contemporary determinants of international marketing development in the global market are identified and classified by areas: economic, technological, socio-cul-tural, politico-legal and regulatory, competitive, ecological, and sustainable development factors. The article emphasizes the need to develop new theoretical, methodological, and applied approaches that will ensure comprehensive research of marketing channels and contribute to the sustainable development of Ukrainian enterprises in international markets.