Problems of Using Marketing in the Foreign Economic Relations of Uzbekistan’s Firms

The article examines the main problems and shortcomings in the use of marketing by Uzbek companies in entering foreign markets. The institutional, organizational, cultural and technological factors that affect the effectiveness of export and import marketing, as well as B2B interactions in international supply chains, are analyzed. The analysis revealed that the causes of the problems are the reliance on the "cost + benefit" principle in pricing, insufficient localization of products and communications, and dependence on a single foreign distributor. According to the author, the solution to the problem lies in the transition from periodic export attempts to a systematic, data-driven international marketing strategy. Practical recommendations include the introduction of market assessment models, optimization of Incoterms terms, and the creation of multi-channel distribution networks.