The impact of currency fluctuations on the budgeting of marketing expenses in import operations

Ukraine, as a civilized European country, remains an active participant in international trade despite the complex geopolitical circumstances caused by russia’s full-scale invasion. A vital component of such trade is the necessity of marketing expenditures as part of import operations. Given the instability of the foreign exchange market, currency fluctuations can significantly impact the budget allocated for these expenses. Therefore, businesses should consider this factor when planning the marketing expense budget for import operations. This article analyzes the works of domestic and foreign scholars over the past 50 years, examining the impact of currency fluctuations on both macro- and microeconomic levels. The findings identify strategies to minimize the influence of currency fluctuations on marketing expenditures during the budgeting phase. The primary tool highlighted is currency risk hedging, which involves considering the cost of hedging instruments such as forward contracts, options, or currency swaps. The necessity of assessing the impact of currency exchange rate fluctuations on the marketing budget through continuous monitoring of the foreign exchange market is substantiated. Establishing a reserve to cover potential additional expenses caused by currency fluctuations is recommended. In addition to hedging, experts propose diversifying marketing expenses in different currencies to mitigate the impact of currency fluctuations. Geographic diversification of marketing campaigns, considering market structure and competitive environments, is advised for both short- and long-term perspectives. The article emphasizes the importance of a strategic approach to budgeting marketing expenditures. This approach should account for currency fluctuations and incorporate pricing policies and inflationary trends.