Object of the study: processes of formation and introduction of marketing mechanism of management of enterprises in conditions of international business diversification; the purpose of the research: substantiation of conceptual principles of formation of a marketing mechanism of management of enterprises in conditions of international business diversification and scientific and practical recommendations on their implementation; research methods and equipment: historical and content analysis, system theory and system analysis, epistemological analysis, scientific abstraction, statistical analysis, synthesis and comparison, economic analysis, graphical hypothesis, statistical methods of research, systematization and generalization, comparison method, methods economic-mathematical modeling; theoretical and practical results: diversification approach to the creation of new offers by enterprises in foreign markets through the application of the marketing strategy of international diversification of activities; scientific and methodical approach to integrated assessment of the convergence of new international markets for domestic enterprises in the conditions of international diversification using the method of summation of ranks; the marketing mechanism for managing enterprises in the context of international business diversification, based on a clearly defined sequence of actions (processes) and their cyclical repetition in accordance with the concept of international marketing and the chosen diversification strategy; functional and organizational mechanism of the activity of the international diversified conglomerate enterprise, which is an integral part of the marketing mechanism of management of enterprises in the conditions of international diversification and is based on the formation of the corresponding market conditions of the functional and organizational management structure; scientific and methodical approaches to the application of marketing research in the process of marketing management of the company's activities in international markets; analytical tool for evaluating the current state and tendencies of directing Ukrainian enterprises in international markets; scientific and practical approaches to the definition of the state and level of marketing management of business of agrarian enterprises of Ukraine; scientific approach to the identification and application of marketing analysis of trade integration links in the activities of domestic enterprises; scientific and methodical approach to the strategy of diversification activity, which differs from the existing based on the marketing planning process of the most profitable ways to enter new markets, followed by the development of an appropriate marketing strategy aimed at the situational use of favorable market opportunities; the conceptual approach to the management of enterprises on the principles of international marketing, reflected in the complement of the periodization of the development of international marketing in Ukraine, the stages "Formation of new priorities of activity" and "Informatization of society in the modern economic process" and clarification of the term "international marketing"; scientific and methodical approaches to the definition of the state and level of marketing management of the activity of domestic enterprises of Ukraine in the conditions of international diversification; the application of a systematic approach to assessing the synergistic effect of implementing a marketing strategy for international business diversification on the basis of determining the quantitative parameters of the development of interconnected production structures of an agrarian enterprise; efficient allocation of financial resources taking into account the production needs of an international diversified conglomerate agrarian enterprise; scientific and practical approaches to management of marketing expenses in the international activity of a diversified conglomerate enterprise; degree of implementation: development implemented in the practical activities of the Ministry of Agrarian Policy and Food of Ukraine, Department of International Cooperation and Regional Development of Vinnytsya Regional State Administration, Department of Agricultural Development of Vinnytsya Regional State Administration, Vinnytsya Regional Community of Consumer Societies, Farm Enterprise "Vinagrodar", Ltd.-Company "AVIS", PJSC "Vinnytsya Oil and Fat Factory", Ltd "Barlinek Invest", LLC "Kronos-M", in the educational process of Khmelnytsky National University, Vinnytsia Trade and Economic Institute of Kyiv National Trade and Economic University; scope: formation of a marketing mechanism for managing enterprises in conditions of international business diversification.
