| Abstract [eng] |
The optimal selection of marketing mix in international market is extremely important achieving company‘s growth, competition position, financial results efficiency and ensuring long term company‘s performane. The task objective – concepcion of marketing mix standardization and adaptation The task goals: • To substantiate company’s performance globalization assumptions; • To make the analysis and to sum it up marketing mix standardization and adaptation decisions in international market; • To make an analysis of marketing mix standardization and adaptation in conjunction; • To make a theoretical model of marketing mix standardization and adaptation; • To fulfil the empirical research of marketing mix standardization and adaptation decisions in “Milesija” and to sum it up it’s results; • According to the research results, to check marketing mix standardization and adaptation theoretical model by the example of “Milesija”. Competition, economical development and managing orientation are the factors having the biggest influence to the marketing mix adaptation in “Milesija” enterprise. Technological orientation and organizational framework are the factors having the biggest influence to the marketing mix standardization in “Milesija” enterprise. According to the research, one hypothesis can be approved: the marketing mix of “Milesija” enterprise is adapted to Lithuanian and Ukrainian markets. The other hyposthesis is denyed: price element is the most important for Lithuanian and Ukrainian clients of the “Milesija” enterprise. The task structure: the first part consists of 43 pages, the second – 9 pages and the third - 23 pages. There are 5 tables, 28 pictures and two additives. The whole task consists of 86 pages with 76 literature sources used. |
