INTRODUCTION OF A PROMOTION MECHANISM FOR PRODUCTS ON INTERNATIONAL MARKETS BY NATIONAL PRODUCERS

Abstract

Nowadays, the task of product promotion by national producers on interna-tional markets, expanding the market for national products, stimulating quality imports and establishing foreign relations is very acute in Ukraine not only to make better profits for producers, but also to attract additional investment, because all these points are able to provide the maximum benefit for the development of the state’s economy. However, the unsatisfactory condition of financial assets, the critical condition of fixed assets and outdated production technologies, the quality of national products, which do not meet international standards, can be considered the reasons why a large number of national producers cannot enter international markets. National producers operate in conditions of high inflations, limited demand, increased lending rates, high dependence on world energy prices, escalated competition, and low consumer conversion costs. This is due to the fact that the transformational nature of the economy significantly increases the uncertainty, risks, unpredictability of the external environment, and therefore, the process of selling their products is very complicated. Accordingly, the entry of national producers into international markets with fierce competition existing is possible only with the use of modern management methods and effective marketing to promote their own products. Thus, a promotion mechanism for products on international markets by national producers is a multifaceted and complex process, but its accomplished in-troduction allows the enterprise to develop most successfully in a market situation and respond quickly to favorable environmental factors and protect against adverse ones. Following a detailed consideration and study of the essence of the process of product promotion, we can assume that the introduction of the product promotion mechanism in international markets by national producers has undeniable advantages, because it is a coherent system with a clear algorithm and sequence of actions. This means that the introduction of a promotion mechanism for products on international markets by national producers is a priority in modern conditions of fierce competition and a dynamic market environment.