What relates to the quantitative goals of international marketing. International development and economic globalization

Introduction……………………………………………………………………………………………………. ...............................................3

Chapter 1. The concept and stages of the formation of international marketing………………………………………………………….……….……..5

The essence and goals of international marketing……………..…………...5

Stages of international marketing…………………………………………7

The specifics of international marketing……………………….………10

Chapter 2. The main problems of the development of international marketing in the context of the globalization of the world economy…………………………..………13

2.1. Globalization as a factor in the development of international marketing.…………………………………………………………….……………13

2.2. The main problems of the development of international marketing and ways to solve them.……………………………………………………………………….…….15 2.3. New trends in the development of international marketing in the conditions of internationalization of the world economy……………………………...…….22

Chapter 3. International marketing in Russia…………………………..……24

3.1. The meaning and stages of development of international marketing in Russia……..24

3.2. Characteristics of modern international marketing in Russia .... 29

Conclusion………………………………………….………………………………31

List of sources used……………………………………………..33

Annex: Successful entry into international markets (on the example of PepsiCo)…………………………………………………………………………………………………………………………………34

Introduction

The current stage of reforming the Russian economy is characterized by the tendencies of its increasing integration with the world community, the active entry of domestic enterprises into foreign markets, and the intensification of the development of new forms of international business. Under these conditions, interest in the study of international marketing objectively increases.

The world is gradually becoming an increasingly integrated system, and the political integration of various state structures is lagging behind the economic one in its intensity. The expansion of foreign economic relations consists in exports and imports, international auctions and bidding, cash investments in foreign enterprises and, finally, in the existence of a world market for goods and services, where a special place is occupied by transnational corporations operating in many countries using foreign production and sales offices, which actually work for the global market as a whole. All this implies the need for international marketing - a special set of measures for the sale of goods and services outside of one's own country. We are talking here about international firms, the scope of productive and commercial activities of which extends to foreign countries and is characterized by the presence of branches and subsidiaries, technological cooperation and specialization, common resource base, centralization of management and accountability.

Marketing in the international arena is very complex, since it covers not only sales, but also other areas of the enterprise, including production, R&D, supply, finance, etc. In addition, it requires a deep understanding of the socio-economic and national-cultural conditions prevailing in the country with which the enterprise's activities will be connected.

In connection with the globalization of the world economy, the study of international marketing will always be relevant.

This course work aims to study the essence and goals of international marketing.

To achieve this goal, it is necessary to perform the following tasks:

The study of the concept and stages of the formation of international marketing.

The main problems of international marketing in the context of the globalization of the world economy.

Problems of development of international marketing in Russia.

Chapter 1. The concept and stages of the formation of international marketing.

Essence and goals of international marketing.

The term "international marketing" has firmly entered the economic vocabulary of Russia, however, its generally accepted definition does not exist.

Most likely, this can be explained by the novelty of specific international aspects of marketing associated with the existence of various environmental factors. Some marketing problems that do not cause any difficulties in domestic trade, such as barter transactions, require more detailed study in foreign trade. Complex examples of international marketing include the sale of licenses, consulting or engineering services, the creation of joint ventures or the use of a reseller in the sale of export products in foreign markets.

International marketing is usually defined as the marketing of goods and services across national borders or as marketing carried out by an international company.

UN experts classify as international companies those firms that produce and distribute products and services in two or more countries.

However, there is another point of view: an international company differs from a national one in that its goods in the form of an intermediate or finished product can move from country to country, and not only within the country. 1

It seems that international marketing can be understood as the following:

sale of goods or services outside their country;

conducting marketing activities by the company when:

a) the company is part of or associated with another company that is also a manufacturer or seller in a foreign market,

b) there is some influence or control over the company's marketing activities that comes from another country.

The conceptual basis for the formation of international marketing, the most intensive development of which was noted in the late sixties and seventies, was a major change in the development of productive forces and industrial relations in the postwar period. Among them:

internationalization of economic life, further transnationalization of the activities of the largest companies;

the impact of scientific and technological progress on economic processes, which resulted in the restructuring of industrial production in the developed capitalist countries;

significant changes in the nature of goods supplied to foreign markets, intensive movement of "know-how", licenses, scientific developments, internationalization of R&D;

reduction of the life cycle of many goods while increasing the requirements of buyers for novelty, quality, design, packaging and other parameters of goods imported into the country;

a growing trend towards equalization of demand conditions and consumption patterns in different countries;

aggravation of competition in world markets, which in some cases acquires the character of a trade or price war.

It is necessary to single out three aspects of motivation that encourage national companies to carry out international business, to engage in international marketing activities:

sales expansion,

resource acquisition,

diversification of sources of supply and marketing.

International marketing is the main motive for the participation of national companies in international marketing activities.

Stages of international marketing.

The modern content of marketing is constantly changing, updating, passing through the stages of the life cycle in its development: origin, formation, growth, maturity, globalization, renewal, during which other economic, organizational forms are born, the target orientation, the mechanism of use change. Therefore, the specificity of individual countries implies differences in the marketing mechanism of national enterprises. International marketing, on the contrary, evens out and eliminates these differences.

In its development, international marketing has gone through the following stages of development:

1 Traditional export

Selling goods abroad without further accompaniment. The exporter is liable to the buyer only until the moment of sale and delivery and, as a rule, is not interested in the further fate of the sold goods;

2. Export marketing

The exporter systematically studies the foreign market and adapts its production to the requirements of this market. At the same time, he tries to control the entire path of the goods to the final consumer;

3. International marketing

The exporter deeply explores the market and uses the entire set of marketing tools to process it, as well as various forms of foreign economic relations: scientific and technical exchange, contract manufacturing, joint ventures, the creation of subsidiaries, etc., and not just export;

4. Global marketing - integrated marketing.

Marketing activity abroad covers not only sales, but also practically all functional areas of the enterprise: supply, research and development, personnel, finance, this is a market-oriented management of the enterprise in foreign conditions 2;

The passage of individual stages by different countries is by no means synchronous. An opinion on the development of marketing in Russia was expressed by a well-known marketer F. Kotler during a visit to our country. He predicted the inevitable rise of Russian marketing, but not until 20 years later. In his opinion, before that, our economy must go through five stages of development: “First, as a result of a reasonable protectionist policy of the state, a healthy balance should be established between Russian and Western companies investing in the Russian economy. Then, after the stage of fierce price competition and the merger of small companies into more large, a period of wisdom is coming - domestic and Western companies operating in Russia will reach the world level in marketing. And then there will be a globalization of Russian brands. " F. Kotler also put forward the idea of creating a Ministry of Marketing in Russia, which should solve the problems of investments, as well as the tasks of managing exports and attracting tourists to Russia.

In a modern market economy, it is customary to distinguish two main stages in the implementation of international marketing:

Marketing used by companies that carry out international activities of the "cascade" type, i.e. successively master various foreign markets.

Global international marketing, the essence of which is that enterprises immediately enter a multinational market.

Today, the global nature of the markets for goods and services associated with scientific and technological progress is quite obvious. However, with the development of information technology and telecommunications, almost all markets (food, textile, agricultural, etc.) are also becoming global. Countries can no longer close within their national borders; they collectively form segments of the world market. Hence, the economic agents of the world market can no longer act only as sellers, or buyers, or commercial intermediaries. The interaction factor becomes the most important characteristic of international marketing.

International marketing guides the development of a national company in the following way:

preliminary marketing research of the markets of those countries that may be of interest;

selection of a specific target target market;

developing a market entry strategy for the firm;

determination of a commercial offer in the context of goods, services and prices adapted to the conditions of both favorable and unfavorable market conditions;

development of commodity, price, marketing and communication policy of the company; selection of sales personnel for the sale of export products.

Thus, the development of a new foreign market is each time a compromise between the use of solutions already tested in domestic markets and the necessary level of adaptation to new markets.

International marketing proceeds in its global policy from the principle of "thinking globally and locally", thus emphasizing the need to develop a product policy both locally and globally.

The first mention of international marketing appeared in the early 60s. the last century. The expediency of using such marketing was due to the need to ensure effective international trade in goods and services, the volume of which has reached a significant size.

In the early 60s. international trade becomes the main component of international economic relations. The progressive development of the latter led to the intensification of international trade, which had a positive impact on the state of the world economy as a whole.

The further development of international trade ensured a deeper division of labor between individual countries and contributed to the further integration of national economies into the world economy. In such conditions, firms from different countries began to look for more favorable conditions for their business activities in foreign markets, thanks to the development of which they increased production volumes and deepened specialization.

To ensure effective entrepreneurial activity in foreign markets, firms began to use marketing implemented in the national market, taking into account the specifics of activities in foreign markets.

based on the principles of liberalization and cooperation, contributed to the emergence and practical use of international marketing, its further development.

1.1. Prerequisites for the formation and development of international marketing

The first mention of international marketing appeared in the early 60s. the last century. The expediency of using such marketing was due to the need to ensure efficient international trade in goods and services, the volume of which has reached a significant size. In the early 60s. international trade becomes the main component of international economic relations. The progressive development of the latter led to the intensification of international trade, which had a positive impact on the state of the world economy as a whole.

In order to ensure effective entrepreneurial activity in foreign markets, firms began to use marketing implemented in the national market, taking into account the specifics of activities in foreign markets.

Thus, the positive changes that have taken place in international economic relations, which caused globalization and the integration of national economies, were the main prerequisite for the emergence of international marketing. The new economic order, formed and constantly developing on the basis of the principles of liberalization and cooperation, contributed to the emergence and practical use of international marketing, its further development.

Globalization of the world economy as a prerequisite for the development of international marketing

Both in domestic and foreign literature there is no single definition of globalization. However, for the most part, globalization is seen as one of the phases of the natural development of the historical process, due to the ever-increasing interdependence of countries and mesoeconomic structures and characterized by a total unification of the world order. This unification finds its expression in the desire of people from different countries for universal universalization, including common principles of life, values, customs and norms of behavior.

Globalization affects all areas of human activity: economy, politics, social sphere, science, culture, education, ecology, security. It becomes one of the most important factors influencing the further course of development of human society.

Thanks to globalization, there is a gradual transformation of the entire world market into a single economic space, where they can freely

move capitals, goods, services, spread ideas and their carriers. This predetermines the creation and development of modern world institutions, the mechanism of their interaction. In particular, such widely known international organizations as the International Monetary Fund (IMF), the World Bank (WB), and the World Trade Organization (WTO) began to play a new global role.

The main factors of the globalization of the world economy

The globalization of the world economy has been influenced by many factors. The main ones are:

 trade liberalization;

 development of engineering and technology;

 ubiquitous distribution of a unified virtual and communicative environment;

 transnationalization due to the creation and operation of transnational companies located outside the national states and at the same time having a direct impact on their economy. Such companies account for almost a third of world trade;

 the transition to market conditions for managing a number of new states and ensuring, on this basis, a greater commitment to a market economy;

 unification of culture, some aspects of which become common to many countries, for example pop culture, the ubiquitous use of the English language, the Internet;

 convergence of the way of life of people from different countries under the influence of the universalization of culture.

It is possible to treat globalization in different ways, which is the case in real life. Globalization has both its supporters (globalists) and opponents (anti-globalists). And this is quite understandable, since globalization has a positive impact on the development of national economies and at the same time creates new problems. However, it is obvious that the factors mentioned above, which have a direct impact on globalization, will continue to develop, therefore, the process of globalization will accelerate.

Benefits of globalization

According to globalists, the ongoing processes of globalization have a positive impact on the development of national economies. In their opinion, this is ensured primarily due to:

 higher growth in direct investment;

 the use of high-tech innovations;

 significant growth in trade in services, including financial, legal

dical, managerial, informational, etc. Moreover, intellectual property is becoming the main commodity on the world market.

Ultimately, according to globalists, globalization provides

a higher level of international division of labor, which makes it possible to increase labor productivity, ensure further growth in the production of goods and the provision of services both at the national and global levels. The increase in production, in turn, creates new jobs, reduces the cost per unit of production, and thus sells goods at lower prices. All this leads to an increase in the efficiency of entrepreneurial activity, an increase in wages and a further improvement in the well-being of people, both at the national and global levels.

Negative Consequences of Globalization

If the adherents of globalization point to the positive factors of its deepening, then the anti-globalists pay attention to such negative consequences of globalization as:

 the uneven distribution of the benefits of globalization, which is reflected in the decline of some industries and areas of activity in individual countries due to increased competition and deterioration in the living conditions of a certain category of people;

 a decrease in employment in the manufacturing industries of individual countries and an increase in the number of workers in the service sector, where labor productivity is mostly lower;

 the presence of a threat to the national economy of outflow of direct or portfolio investments from the country;

 an increase in the number of economic crimes;

 an increase in the gap between the wages of skilled and less skilled workers, an increase in unemployment among the latter;

 redistribution of production to countries with low wages, which is not always desirable for the economy of individual countries;

 the use of child labor;

 disregard for safety rules;

 environmental degradation due to divergent economic interests and different political goals.

The above statements of anti-globalists are not always indisputable, and sometimes they are simply wrong. Therefore, in each case, these problems should be studied, and in order to eliminate them, it is necessary to make reasonable management decisions. The process of globalization will continue, and, of course, we must strive to ensure that it has as much as possible a positive impact on the development of national economies. To a certain extent, this is facilitated by the use of international marketing.

1.2. International Marketing as a Business Philosophy

The objective processes of the development of the world economy lead to efforts

The ongoing internationalization of national economies, firms (enterprises) and organizations of almost all countries of the world are directly involved in international business. In carrying out such a business, the firm must build all its activities taking into account the real state of the world market, based on an accurate knowledge of the needs and demands of consumers and taking into account their possible changes in the future. Such knowledge is provided through the implementation of international marketing. The implementation of international marketing provides an opportunity to determine how these needs and requirements can be best satisfied.

All activities of a firm using international marketing should be subordinated to the satisfaction of identified needs and requirements in foreign markets and the achievement on this basis of the desired final results of its work. At the same time, international marketing forms the views of managers on the development of the world market, the possible behavior of the company on it, and becomes a certain system of judgments that provides a long-term perspective for the interaction of the company with the world economic environment surrounding it. And, thus, being a methodology for the implementation of effective foreign economic activity, international marketing becomes a philosophy of business in the world market.

1.3. International marketing as a type of management activity

IN In most definitions, marketing is viewed as a human activity aimed at meeting needs and wants through exchange. This means that the implementation of marketing is designed to ensure the effective implementation of exchanges. In the same way, in the case of international marketing, it can be about providing effective exchanges, only now such exchanges are carried out in foreign markets. For such exchanges to be effective, the company's activities are aimed at researching foreign markets, establishing the feasibility of entering each specific market, identifying the real needs and preferences of specific consumers, establishing the targeting of products and ensuring the organization of its production. This activity also involves the appropriate impact on the market in order to shape the needs and consumer preferences to ensure the effective distribution of their products.

Therefore, any definition of international marketing provides that a firm that implements international marketing:

 must determine the feasibility and determine the possibility of exit

to foreign markets;

 know the real needs and requirements for the products offered in the target markets;

 to direct all its activities to meet the identified needs and requirements;

 by meeting the specific needs and requirements of the

to obtain an acceptable profit, if we are talking about a commercial structure.

All of the above assumes the development and implementation of appropriate management decisions. Based on this, international marketing should be considered as a management activity in the world market, designed to provide a more complete satisfaction of the specific needs and requirements of consumers in the necessary goods compared to competitors.

1.4. International marketing as a methodology for ensuring effective foreign economic activity

Motives for entering a foreign market

Before entering a foreign market, a firm must establish the feasibility and prospects for doing business on it. When conducting such an analysis, it is necessary to determine both the advantages that a firm can have by working in a foreign market, and the possible negative consequences for it. The following are usually considered as positive aspects of foreign economic activity:

 expansion of the sales market and an increase in the amount of profit received due to this;

 reduction in the cost of a unit of goods due to an increase in the mass character of its production;

 instability of the national currency;

 interest in receiving foreign currency;

 instability of the political and economic situation in the country of origin of the goods;

 the imperfection of the legislative base regulating the entrepreneurial activity of the firm in the domestic market;

 gaining access to scarce resources on the national market, which, moreover, can be cheaper;

 reducing dependence on the domestic market and reducing the risk of losses from possible unforeseen circumstances on it;

 increasing the life cycle of a product due to entering new markets;

 elimination of seasonal fluctuations in demand due to the possible sales of goods in countries with different climatic conditions;

 Improving the image of the company through its entry into foreign markets. In addition to the above, there are a number of other factors that determine

expediency of foreign economic activity. Thus, in particular, in certain industries, the costs of developing and mastering the production of new products are so high that they can be paid off only with large sales volumes typical for the world market. When analyzing these factors, one should simultaneously take into account the negative consequences of foreign economic

sky activity.

Negative consequences of foreign economic activity

Considering the positive factors for entering foreign markets, it should be borne in mind that the required positive result from the influence of this factor cannot always be achieved. In addition, when carrying out foreign non-economic activities, a firm may encounter a number of specific problems that are not inherent in the domestic market. Sometimes foreign economic activity is beneficial for the country, but it is not always expedient for the company. Sometimes a firm is more at risk of receiving negative consequences from its business activities in a foreign market than in its own country.

To adapt its products to the conditions of foreign markets, the firm may be forced to incur costs that will exceed the possible income received by it due to the mass production of products. Firms incur large costs when promoting goods to a foreign market. The exchange rate should also be taken into account. It may not always be beneficial for the exporter. In addition, if it can be profitable in a certain period, it is possible that it may change not in favor of the company. There are other negative factors, which are discussed in more detail in the second chapter.

The expediency of implementing international marketing

Summarizing the above, we can conclude that it is expedient for a company to enter a foreign market if, firstly, there are no opportunities to improve the results of its business activities in the national market; secondly, the foreign market is quite attractive from the point of view of obtaining additional profit and, thirdly, there are enough resources for the implementation of international marketing. In other words, it is necessary to find out how much the firm can improve its performance in each external market and how much it can use the available opportunities to improve production efficiency, given its resources.

All positive and negative consequences of the firm's activities in foreign markets should be identified using international marketing and taken into account in the development and implementation of its appropriate strategies.

The main tasks solved by international marketing

International marketing is an integral part of the overall management system of the company, designed to direct all its activities to meet the needs and requirements of buyers and consumers in selected foreign markets. It serves as a means of providing advantages in meeting the specific needs of buyers and consumers in comparison with how these needs are met by competitors. International marketing is a methodology for making the best management decisions in the process of doing business in foreign markets.

When using international marketing, the company implements a systematic approach to management activities with a clearly formulated goal.

INTERNATIONAL MARKETING SYSTEM

The concept of international marketing originated in the USA in the post-war period. Its appearance was due to the practical needs of American international companies. Convinced of the advantages of the marketing approach to organizing the company's activities in the domestic market, American specialists (both practitioners and theorists) felt the need to extend it to operations in the foreign market.

To carry out expansion in the world market, there was no longer enough knowledge about the characteristics of consumer behavior, elements of the socio-cultural environment, features of the distribution system, etc.; experience in organizing export-import operations, foreign and international trade.

In order to provide methodological support for the dynamization of the international activities of American firms, James Hagler, a professor at the Harvard Business School, in 1957 proposed to concentrate the efforts of researchers on studying the characteristics of the economies of different countries. Such studies have formed a separate direction in the development of marketing, which is called comparative marketing. Its essence was to study the features of all elements of the foreign business environment, compare it with the American experience and develop recommendations for adapting firms' management to the most significant differences in the foreign market.

Research within the framework of the comparative marketing development program over time was divided into two areas: regional and functional. The first was focused on the regional component, the second - on the study of individual (functional) elements of marketing (the system for distributing and promoting products, organizing wholesale and retail trade, consumer behavior, etc.).
One of the first publications called "International Marketing" was a book by Roland Kramer, which was published in 1959. But this work did not yet contain a systematic presentation of the theory of international marketing and special marketing techniques and algorithms. The author focused on the need to analyze and take into account the economic, political, legal, socio-cultural elements of the environment, which currently actually constitutes the first stage of international marketing activities.

Since the mid-70s, in the scientific research of such well-known marketers as W. Keenigan, D. Carson, G. Torelli, C. Nayer, and others, the problems of international marketing activities of transnational corporations have dominated. These works summarized the experience of TNCs and developed the concept and tools of transnational marketing.

The emergence of the concept of global marketing as a subcategory of international marketing was determined by:

Increasing the level of internationalization of firms;

Trends in the development of the world economy;

Certain changes in the behavior of consumers in the global market.

Term global marketing began to be widely used in scientific, research and practical activities, starting in 1983, when an article by Professor T. Levitt “Globalization of Markets” was published in Harvard Business Review, in which he summarized the successful practice of those TNCs that applied the principle of standardization of international marketing complex and created a unified (global) strategy of activity. A significant contribution to the study of the problems of international marketing and the development of questions on the strategies for entering enterprises into foreign markets was made by such foreign and domestic scientists as F. Kotler, Zh-Zh. Lambin, K. Ohmae, R. Sandhusen, M. Porter, P. Drucker, Aleshina I. V., Tomilov V. V., Moiseeva N. K., Azaryan E. M., Romat E. V., Krylova G D., Sokolova M. I. and others.

The processes of dynamization of the competitive environment in the world commodity markets have led to the emergence of such concepts as a competitive product, a competitive technology, a competitive firm, which already have an appropriate mechanism and indicators for determining and applying in international activities. The well-known American economist M. Porter formulated the features of a competitive country and singled out the factors of its competitiveness. Extending the concept of competitiveness to society, S. Garelli notes that "a competitive society is a society that has established a dynamic balance between wealth creation and social harmony" .

One of the signs of a modern competitive society is the balance between the "local" and "global" economies, that is, between the orientation of the economy to the domestic and world markets. In every country of the modern world, two types of economy coexist: "local", which supplies goods and services to the end consumers of its country, and "global", connected with the world economic system.

The identification features of the "local" economy according to S. Garelli are:

Focus on the final national consumer;

A significant, predominant share in the country's gross national product;

Protection from foreign investors or a significant complication of their access to the relevant commodity market;

Possibility of tangible intervention in the mechanism of the free market (price fixing, provision of state orders exclusively to local firms, market sharing agreements, etc.);

Relatively low cost effectiveness;

Very low mobility of the labor force, that is, its placement in a large number of small enterprises and organizations close to end consumers;

Aiming at ensuring employment of the population and solving social problems, maintaining social harmony and a stable system of values.

The "global" economy is characterized by the following features:

Orientation to the global consumer, or buyer;

Aiming at ensuring the welfare of their country, the profitability of international operations and the entry of new technologies into the country;

Exploiting the comparative advantages of individual countries through global management of value creation and growth;

Continuous intensification of activities, focus on cost reduction, mobility and global scale;

Flexibility and dynamism of organizations, the ability to adapt structurally;

Not so much study as control over enterprises (industries) abroad.

Each national economy is characterized by its specific sectoral composition of the "domestic" and "global" economy. The role of the latter in all countries is becoming more significant both from a qualitative and quantitative point of view. Each unit of the "local" economy, on its way to the "global", as a rule, goes through several stages:

sporadic export;

Unstable export;

export expansion;

Development of foreign branches;

Consolidation with foreign market;

Transnationalization of activities;

Globalization of activity.

These stages of internationalization of the company's activity correspond to various forms of international marketing.

Currently, the following areas are distinguished in the marketing system:

Domestic (national),

Import,

Export,

International,

multinational

Multiregional

Global.

Domestic (national) marketing provides for the activities of national companies within national borders. When developing products, the company's specialists take into account information about the needs and desires of domestic buyers, evaluate the parameters of the domestic marketing environment. At this stage of marketing development, there may be unplanned export deliveries that do not have a significant impact on the financial well-being of the company.

Import marketing occurs in cases where the country of the importing company is characterized by a low overall level of technological development compared to the leaders in this field, or a strong dependence of economic sectors on imports.

Export marketing typical for companies that occupy a strong position in the national market and carry out export deliveries of products, which act as an additional source of profit. As a rule, companies start working on the foreign market with indirect exports, followed by a transition to direct exports. The efforts of the company's specialists are aimed at a systematic study of foreign markets. However, within the framework of export marketing, it is rather the search for markets for the goods available to the exporting company than the adaptation of these goods to the needs of foreign markets.

With export marketing, activities in the domestic market remain a priority, and the content of international marketing activity becomes:

Selection of an adequate foreign market or country of export of goods / services;

Adaptation or modification of the product in accordance with the requirements of the target market; development of export distribution channels;

Acquisition of knowledge and skills in operations, including transportation, insurance and export documentation.
International Marketing involves a deep study of the foreign market, in order to adapt the company's products to the needs of foreign buyers. The company on a regular basis carries out foreign economic transactions with counterparties from any one country. To strengthen its competitive position, an exporting company can specifically allocate part of its resources for export production and marketing, as well as transfer part or all of its production activities to a foreign market.

Multi-country (multinational) marketing is considered the ultimate form of international marketing and occurs when a company establishes separate subsidiaries in each of the national markets served, enjoying almost complete autonomy in decision-making.

Multi-regional marketing practiced by companies that actively work with counterparties from various countries, through which they have easier access to regionally organized markets. In the development, production and sale of goods, the company's management receives all the benefits of economies of scale by organizing its activities and distributing all resources on a regional basis.

Global Marketing manifests itself in such companies where marketing activities cover all the functional areas of the company: research and development, personnel, supply, sales, finance, etc. In such conditions, the company concentrates either on the selection and development of marketing-related product markets, or directs efforts to modify the marketing environment of globally developed markets for the company's product.

The scientific and practical use of the term "global marketing" was introduced in 1983 by Harvard Business School professor T. Levitt. The concept of "global marketing" is not just a new stage, but a new marketing concept, the main reasons for which were:

Changes in the characteristics of supply and demand around the world;

The saturation of the domestic markets of many countries, the achievement of the peak of supply on them;

increased competition between firms within industrialized countries;

Dynamization of the international competitive environment and changes in the composition of leaders in the global economy in recent decades;

Reducing trade barriers as a result of agreements during the GATT rounds;

Deepening and dynamization of integration processes in the world;

Development of the international infrastructure environment (transport, communications, systems for collecting, processing, transmitting and storing information);

Formation of a homogeneous market of the Triad countries (North America, Western Europe, Japan) due to the intensive development of communications, transport, and tourism;

The critical share of the "Triad" in the world economy: 70 - 80% of the production and consumption of many goods and services is carried out on the territory of the countries of the "Triad";

The need for the rapid spread of technical and technological inventions due to the high level of competition within the "Triad";

The economic need to internationalize activities due to the fact that the cost of developing some types of equipment is so high that it is possible to achieve payback only at the global level;

Availability of goods of a "global nature" (high-tech equipment, unique goods, "universal" consumer goods, some services).

An analysis of the activities of TNCs that use the concept of global marketing in their marketing activities has allowed Western experts to formulate the “Triad” rule, which proclaims that when goods (services) are in demand in the markets of North America, Western Europe and Japan, they are most likely will be successful all over the world.

Global marketing by no means means the need to operate in all countries of the world. This is just one of the criteria for the globality of the company. Global marketing has two main dimensions:

Regional prevalence of activity;

Standardization of the international marketing complex.

Regional spread of activity is measured by the number of countries in whose markets the firm is present. And the standardization of the international marketing complex is assessed by the level of uniformity (standardization) of marketing programs used to influence consumers of target markets in different countries. In the system of a standardized marketing mix in all countries, the product will be offered with the same parameters, at the same price, using the same promotion systems and distribution channels. However, the high standardization of the marketing mix is achieved in stages. World experience shows that standardization, as a rule, is carried out in the following sequence: product, promotion, price, distribution channels.