MARKETING AS A FACTOR OF INCREASING THE EXPORT OF GOODS OF BELARUSIAN ENTERPRISES UNDER ECONOMIC SANCTIONS

Abstract

The current market situation in the world market makes it necessary to find ways to increase the volume of exports of manufactured goods, services and differentiation of sales markets. The issues of using marketing to increase the export of goods of Belarusian enterprises in the context of economic sanctions are considered. Approaches to the definition of the concept of marketing are analyzed, the author proposes a refined formulation of it, focusing on the need to manage all the components of the marketing mix and the ability to adapt to changes in the factors of the external and internal environment of the enterprise. An adaptive model of enterprise communications for interacting with consumers in foreign markets is proposed. A set of marketing activities is presented, aimed at increasing the export of goods, which takes into account both the company's own capabilities and current areas of marketing activity.