Structural trends of international marketing in the conditions of globalization changes

Abstract

As a result of rapid technological progress and the emergence of new markets and competitors, companies must adapt their marketing strategies to remain competitive. The primary determinant of international marketing has shifted towards benchmarking, where companies seek to improve their methods and optimize their operations to increase profits, which is a pressing issue. The purpose of the article was to conduct a theoretical analysis of the concept of benchmarking and its meaning in the context of international marketing, as well as to identify new trends in global marketing that have arisen due to globalization. The theoretical and methodological basis of the article was the works of Ukrainian and foreign scientists. Methods of scientific abstraction, critical analysis, and abstract-logical methods were used during the research. The paper investigated how globalization affected the international marketing strategies of companies. It has been proven that companies must adapt to these changes using new approaches and strategies. The article identifies benchmarking as a significant trend for a company’s success in international marketing, which allows for identifying areas for improvement and applying best practices. Other factors influencing international marketing success include market research, product adaptation, branding, distribution channels, and pricing strategies. The article also analyses the challenges and opportunities of international marketing, such as cultural differences and access to new markets. The study highlights the importance of structural trends, such as benchmarking, in determining a company’s success in international marketing. This methodology also provides insight into the factors that influence international marketing success, the challenges and opportunities companies face, and the strategies they can employ to succeed in the global marketplace. The results of this research can be used to develop an international marketing strategy that considers the specifics of different markets and countries, expand the company’s international markets and develop the company’s international cooperation with other enterprises, and also to increase the effectiveness of international marketing campaigns and quick adaptation to changes in the international market

Keywords

• internationalization
• digitalization
• augmented reality
• gamification
• facial coding
• benchmarking