MARKETING OF INTERNATIONAL ECONOMIC ACTIVITY IN THE CONDITIONS OF REORIENTATION TO EU MARKETS

Abstract

The article examines the features of the transformation of marketing of international economic activity of Ukrainian enterprises in the context of reorientation to the markets of the European Union. It is substantiated that the full-scale Russian-Ukrainian war became a catalyst for profound changes in the system of foreign economic relations of Ukraine, which necessitated the revision of traditional marketing approaches in the international activity of enterprises. It is shown that the reorientation to the EU markets is accompanied not only by a change in the geographical structure of foreign trade, but also by a transformation of the content of marketing of international economic activity, an increase in the role of non-price factors of competition, compliance with regulatory requirements, quality standards, environmental friendliness and transparency of business processes. Based on the analysis of the dynamics of Ukraine's foreign trade in goods, a deepening of imbalances between exports and imports was revealed, which actualizes the need to increase the effectiveness of marketing decisions in the international activity of enterprises. It is determined that in new geoeconomic conditions, marketing of international economic activity acquires an adaptive and strategic nature, performing the function of ensuring the stability and competitiveness of enterprises in foreign markets. The article systematizes the key marketing tools of international economic activity that are being transformed in the process of reorientation to EU markets, in particular in the field of commodity, price and sales policy, marketing communications and digital solutions. It is substantiated that the effectiveness of their application is determined by the ability of enterprises to integrate marketing tools into the overall strategy of international activity, taking into account resource constraints and requirements of European markets. Special attention is paid to the generalization of strategic challenges and limitations of marketing of international economic activity in EU markets, which form the need for a systemic and long-term approach to the formation of marketing strategies.