Marketing activity in the conditions of globalization

• Published in: Economics. Finances. Law Vol. 1/1; no. -; pp. 8 - 10
• Main Authors: SEMENOVA, Liudmyla, DATSENKO, Viktoriia, KUDRIA, Anastasiia
• Format: Journal Article
• Language: Ukrainian
• Published: 19.01.2022
• ISSN: 2409-1944; 2786-5517
• DOI: 10.37634/efp.2022.1(1).2

Introduction. The paper to study is the peculiarities of transformations of marketing technologies in the marketing system of companies in the conditions of globalization changes. Development of global management institutes has created a wide range of theoretical research on the role and nature of marketing in international markets of goods and services. The micro-level economies showed the latest marketing concepts with innovative tools and methods of researching marketing activities of companies. The purpose of the paper is to study marketing activities in the conditions of globalization. The theoretical and methodological basis of the study are modern theories, concepts, hypotheses. The methodological and information basis of the work are scientific works, materials of periodicals, information resources. Results. The expediency of using the “celebrity endorsement” strategy in marketing campaigns to increase the level of identification of the target audience of the brand company is substantiated. The company's recommendations are provided on the strategy for developing an advertising address that hypothetically will increase the level of audience identification with the company's brand. The “celebrity endorsement” strategy is a marketing company development strategy that provides for the active use of celebrities in order to create confidence, expanding market markets and ensuring company competitiveness, target audience identification with its brand. Conclusion. One of the methods for evaluating the intensity of the customer identification is a questionnaire that contains issues with the elements of the self-report. However, the issues of constituent identification remains open. Prospects for further research are proposed, namely, development: methods of evaluating client identification process with brand company within the framework of the “celebrity endorsement” strategy, budgeting and planning and other marketing procedures.