PROSPECTS OF IMPLEMENTATION AND PRACTICE COMPLIANCE WITH MARKETING STANDARDS IN UKRAINE AND THE EU

Zhaldak G., Shulgina L.

National Technical University of Ukraine
“Igor Sikorsky Kiev Polytechnic Institute”, department of Management

Анотація: 
In the presented article the prospects for implementing marketing standards in Ukraine and the EU are examined. Investigated the practice compliance with such standards in our country and the EU. Systematized approach to standardization and the main prospects for further integration into the European space. It is determined, that implementing marketing standards in the practice of domestic enterprises is connected with the necessity of forming the country's favorable conditions for participation in international cooperation, access to international markets, and cooperation with foreign investors. Implementing marketing standards in Ukraine and the EU are examined. To standardizing mostly belong high-tech products and related products such as cars, computers, audio and video equipment, etc., as well as products from the category of luxury, focused on the emotional and imaginative perception (perfume, clothes, jewelry). In addition, standardized strategies and advertising campaigns are more effective when the product has a utilitarian purpose and advertising information or the attractive features of the product closely associated with the national peculiarities.

Ключові слова:

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Received: 
Wednesday, March 29, 2017
Accepted: 
Wednesday, March 29, 2017