ANALYSIS OF THE INTERNATIONAL MARKETING ENVIRONMENT IN THE CONTEXT OF GLOBALIZATION

This article provides a comprehensive analysis of the international marketing environment, viewed as a set of internal and external factors influencing the marketing activities of companies in global markets. The paper systematizes the conceptual foundations of the marketing environment, identifies key components of the macro- and microenvironment, and analyzes assessment tools, such as PESTEL analysis. Particular attention is paid to the challenges, risks, and opportunities arising in a complex global environment, as well as adaptation and management strategies. Ethical aspects and social responsibility in international marketing are explored. A conclusion is drawn regarding the critical importance of continuous monitoring and flexible responses to changes in the external environment for achieving sustainable competitiveness and effective development of companies on a global scale.