Podvirna T. Marketing activity of the machine-building enterprises on global markets

The object of the research is a process of marketing activity plan about the entrance to global markets forming and realization. The goal of the research work is the development of theoretical and methodological principles and practical approaches to machine-building enterprises marketing activity on global markets. An author used such methods as: theoretical generalization, historical method, method of synthesis and analysis, methods of the analytical grouping, statistical analysis, comparative analysis, analytical method and method of expert estimations, marketing measures of adaptation. Theoretical value consists in the development of definitions vehicle and conceptual principles of machine-building enterprises marketing activity on global markets; methodology of global markets choice stages analysis is improved; method for market potential global capacity determination, methodological and practical approaches to marketing researches of the behavior of agricultural machine-building products consumers are improved. A scientific novelty is in logical and theoretical model development, on which basis it is offered the approach to calculation of global market segment (part) of agricultural machine-building products. It is based on the principles of functional forms and parameters of value in demand and costs functions in some country in particular. The subject of the research are theoretical, methodical and applied principles of indicators of machine-building enterprises marketing activity development and application while entering the world market. The sphere of the authors recommendations use are domestic machine-building enterprises, government bodies.