Features of Information Support of Export Marketing in the Conditions of Digitalization of the Global Economy

Abstract

The issue of export of goods by Russian enterprises requires a preliminary assessment of the potential entity in a foreign market. One of the fundamental elements of the decision-making process is to assess the conditions to enter the market of a particular country—define a market niche. According to experts, the algorithm for export marketing does not have significant differences from marketing in the national market. The Internet has been used in conducting marketing research, especially when studying foreign markets in recent years. At the same time, the study of the foreign market is complicated by various kinds of barriers - linguistic, informational, specifics of customs authorities, as well as representatives of the enterprise on the territory of the state to conduct field research. In this case, the research algorithms used and their elements may not always be applicable for a particular country, product or service, and a number of them require mandatory adaptation to factors and trends inherent in the object of study. The markets for goods are characterized by the range, and high dynamics in supply of new models by manufacturers. As a result, there is a complex of problems in case of remote research that can reduce the results achieved. The authors proposed methods and practical recommendations for information retrieval upon mentioned groups of products in the global information space in economy digitalization using various Internet technology tools.