SPECIFICS OF MARKETING ACTIVITIES OF VEHICLE MANUFACTURERS AND THEIR COMPONENTS IN THE NATIONAL MARKETS
In modern conditions, automobile concerns often resort to the services of specialized advertising organizations not only to promote their brand on a new market, but also to increase sales and maintain a positive image in the eyes of consumers. International advertising and communication agencies develop a brand promotion strategy, accompany the automaker’s advertising campaigns on regional markets, and also develop recommendations for dealer organizations taking into account the specifics of regional, national, and local markets. The success of promoting a car brand to a new market currently depends not so much on the size of the advertising budget, but on the accuracy in calculating capacity, the availability of sufficient effective demand, the potential demand for products, and the level of competition. Particular attention should be paid to risks and actions of public authorities regarding the manufacturers of automotive vehicles and components that may make it impossible for products to enter a specific national market.