Object of the study: foreign economic activity of machine building enterprises; Objectives: intensification of theoretical basis of marketing communications formation and development of methodological regulations concerning improvement thereof at domestic machine building enterprises, which are the subjects of foreign economic activity; methods of research and equipment: monographic method, method of statistical analysis, system approach, questioning, dispersion analysis, connecting analysis, method of t statistics for dependent samples, hypothetic and deductive method, graphic method; theoretical and practical results: determination of marketing communications of machine building enterprise as a complex retroactive dynamic system, which, unlike any existing one, takes into account availability of marketing communicative influence of direct and indirect action that allows to take into account peculiarities of consumers at different levels of partnership in foreign economic activity of an enterprise; sequence of the stages of choice of marketing communication means adequate to anticipations, systems of values and demands of different types of consumers of a machine building enterprise, the peculiarity of which is the formation of marketing communicative complex for each business entity on the basis of structural complex of marketing communications, which is the ground for practical studies in marketing foreign economic activity of a machine building enterprise; system of product market promotion based on the principles of reflexive management of an individual consumer’s behavior, the characteristic feature of which is the introduction of three types of marketing communications that makes possible taking a grounded managerial decision concerning the choice of marketing communication means adequate to peculiarities of target product market; methodological approach to the formation of loyalty program of foreign organized consumers of an enterprise, the distinctive feature of which is the selection and quantitative expression of the rate of value of each type of privileges within the introduced groups for organized consumers, on the basis of which grounded forecasts for acceptance of the loyalty program by foreign consumers are formulated; structuring of marketing communication complex of a machine building enterprise that is introduced in the form of structural complex of marketing communications, the peculiarity of which lies in the determination of communication means within elements of the complex oriented for organized consumers and individual consumers, which contributes to the promotion of sale of machine building enterprise’s products abroad; degree of implementation: the above developments are put into practice at ОАО HELZ Ukrelektromash, OJSC, Elektromachina, OJSC; sphere of use: formation of marketing communications in foreign economic activity of machine building enterprises.
