The Principles of Formation of the Complex of Marketing Communications of Enterprise in the International В2B Market

The article is aimed at defining the principles of formation and development of the complex of international marketing communications of enterprise in the B2B market on the basis of integrated approach. According to results of the carried out research it is determined that the main principles of international integrated marketing communications of an enterprise in the B2B market are: inclusion in the communication model of the stage of reasoned choice and gradual replacement of classical means of marketing communications by the communications in the Internet sphere, formation of correspondence between communicative effects of international marketing communications and the stages of sequential behavior on the part of the consumer-mediator. Introduction of the identified principles in the process of formation of the integrated marketing communications complex allows to define both conceptual and situational components of the complex in order to achieve maximization of the integrated effect

The Modern Tendencies of Development of the E-Commerce Market in Ukraine

The market of e-commerce dynamically develops in the territory of Ukraine both in the sphere of consumption and in conditions of formation of commercial business relations. The analysis of the status, definition of the modern tendencies of development of the market of e-business, and also prospects of its development, allow to indicate significant rates of growth of the given sphere of activity in Ukraine in comparison with the global indicators. The structural component of the electronic commerce market of Ukraine also has approached the international standards. Particular attention has recently been paid to the harmonization of the category of mobile advertising. The article defines the forecast of development of the e-commerce market and presents the corresponding equation of trend. The influence of innovations on the development of internet advertising and consumer attraction has been identified; an improvement of the existing business models of e-commerce organization through introduction of bulletin board and electronic auction, together with the models of marketplace and e-shop, depending on the sphere of activity Enterprise, has been proposed

The Selection Criteria for the Basic Strategies of the Foreign Economic Activity of Enterprise

The article is aimed at systematizing the criteria for selecting basic strategies for the foreign economic activity (FEA) of enterprise by estimating the extent of their impact on the sustained economic growth of the enterprise in the external market in the long perspective, taking account of advantages and disadvantages of the available strategic alternatives. The article considers the essential characterization of the strategies of FEA; the basic strategies for entry into the external market have been allocated; a comparative analysis of the advantages and disadvantages of strategic alternatives to their implementation has been carried out. Criteria for selecting the basic strategy of the FEA of enterprise have been systematized. The authors substantiate the selection of the variant of a business-oriented strategic alternative that would provide maximizing the profits in the short and medium term perspective or would ensure a positive development of the enterprise’s reputation, on condition that a certain resource level, strategic flexibility, and capacities for overcoming the external market entry barriers are available