THE MEANING OF MARKETING RESEARCH FOR MACEDONIAN COMPANIES POSITIONING ON REGIONAL AND EUROPEAN MARKETS

One of the most important activities in Macedonian companies’ business policy today should be the effort towards their successful positioning on regional and European markets. In accomplishing this goal they should follow the experiences of the companies in developed economies which, basically everyday are implementing information gained from market research where they are facing strong competition. From aspect of Macedonian companies positioning on foreign target markets, the EU market is of a strategic meaning, but not less is the meaning of neighborhood markets and markets in the region. For both, equally the same is the importance of a coordination of international marketing activities insisted through the integrated marketing approach which represents basic precondition for successful implementation of business (economy) systems into the process of internationalization. As contemporary approach into the international market operating, international marketing is based on strategies which will provide maximum taking advantage of the opportunities offered by the global market. Of course, the first and basic precondition in its correct implementation is discovering, analyzing and defining the needs in order appropriate marketing strategy to be created. In that sense, basic meaning should be given to marketing information as well as to the modalities and techniques of marketing research. On of the most sophisticated ways which can be applied in marketing research as a direct result but at the same time a basic reason for globalization and internationalization processes is the Internet as global network for exchanging information (communication) on world level