Chapter 9

This chapter provides an overview of import-export basics. We begin by explaining the difference between export selling and export marketing. Next is a survey of organizational export activities. An examination of national policies that support exports and/or discourage imports follows. After a discussion of tariff systems, we introduce key export participants. The next section provides an overview of organizational design issues as they pertain to exporting.

Slide 03:

* Export Selling

* The only thing that is different from each other is the “place”

* This is for unique products with little or no international competition.

* Managerial mind-set in many companies still favors export selling.

* However, as companies mature in the global market-place or as new competitors enter the picture, export marketing becomes necessary.

* Export Marketing

* The product offered in the home market represents a starting point.

* If it is necessary, it will need to meet the preferences of international target markets.

* Ex: Chinese have adopted this method for entering the U.S. furniture market.

* Export preparation, transportation and financing must be taken into consideration in determining prices.

* Finally, the export marketer need to adjust strategies and plans for communication and distribution to fit the market.

Slide 04:

* After the Export marketing, a personal visit to size up the market firsthand and begin the development of an actual export-marketing program is essential.

* During Market visit

1. It should confirm or contradict assumptions regarding market potential.

2. To gather the additional data necessary to reach the final go or no-go decision regarding an export-marketing program.

* Some information simply cannot be obtained from secondary sources.

* EX: an export manager or international marketing manager may have a list of potential distributors provided by the...