FEATURES OF INTRODUCTION OF LOGISTIC APPROACH TO THE MANAGEMENT OF INTERNATIONAL MARKETING ACTIVITIES OF THE ENTERPRISE
Journal Title: Науковий погляд: економіка та управління - Year 2018, Vol 1, Issue 59
Abstract
Modern dynamism of world economic processes, caused by the deepening of the internationalization of production and the increasing influence of globalization on all without an exception spheres of economic activity of business entities, actualizes the problem of formation of an effective mechanism of adaptation of enterprises to changing environmental conditions, develop measures of effective influence on the status and use of effective methods of research the target foreign markets. In this aspect of particular importance is the organization of international marketing activities of enterprises, aimed at ensuring a sustainable competitive position in relevant markets. International business practice has been steadily proves the feasibility of using the logistics as an effective tool in the management of international marketing activities. According to the authors, the international sales activity of an enterprise is a complex of organizational-technical, financial-economic, marketing, transportation and other activities associated with the supply of products to foreign markets in order to meet the needs of consumers and profit. From the standpoint of a systematic approach to the management of international marketing activities involves developing, planning, coordinating, organizing and controlling of appropriate measures and key performance indicators and the extent of promotion of products in foreign markets with the aim of establishing promising long-term relationships with business partners through strategic partnerships. It should be noted that the formation of an effective system of managing international marketing activities of the enterprise entails a number of problems in the field of strategic sales management which should be considered in the foreign economic activity of the enterprise as a whole. With the aim of increasing the efficiency of the management of international marketing activities of enterprises in the export sector, the authors identified areas of improvement of the system of international distribution based on a logistic approach. The use of logistic approach provides enterprise – the exporter a significant advantage in the distribution system associated with the timely identification of problems in marketing activities, development of adequate measures for their solution taking into account changes in the external environment.
Authors and Affiliations
S. V. Bestuzheva, K. M. Kozyrieva
Keywords
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- EP ID EP449585
- DOI 10.32836/2521-666X/2018-1-59-2
- Views 147
- Downloads 0
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