Export marketing is not just a process to find buyers/importers and approach them with the expectation of export orders but a well planned strategic marketing process one should follow and performed well to get success in International Market.
major export marketing efforts get failed due to lack of implementing strategic marketing action plan.
“ Any paid form of non-personal presentation and promotion of ideas, goods, or services”
Short Run (Awareness)
Long Run (Brand Establishment)
Profiles of major media types Medium Advantages Limitations Print - Newspaper Flexibility; timeliness; good local market coverage; broad acceptability; believability Short life; poor production quality Television Good mass-market coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses High absolute cost; high clutter; less audience selectivity Radio Good local acceptance; high geographic and demographic selectivity; low cost Audio only; low attention (“half heard”); fragmented audiences Print - Magazine High geographic and demographic selectivity; credibility and prestige; quality production; long life; good pass-along high cost; no guarantee of position Outdoor Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity Little audience selectivity; creative limitations Online High selectivity; low cost; immediacy; interactive capabilities Small, demographically skewed audience; low impact; audience controls exposure
Strategic Adaptation to Foreign Markets Low High Industrial/ Technology Intensive Consumer Need for Adaptation Degree of Cultural Grounding Nature of Product Source: Adapted from W. Chan Kim and R. A. Mauborgne, “Cross-Cultural Strategies,” The Journal of Business Strategy 7 (Spring 1987): 31; and John A. Quelch and Edward J. Hoff, “Customizing Global Marketing,” Harvard Business Review 64 (May-June 1986): 92-101.
Factors Affecting Adaptation Regional, Country, or Local Characteristics Product Characteristics Company Considerations Decision to Alter the Domestic Product
Control over planning promotional strategy depends on many factors such as objectives of promotional programs, availability of information on the relevant possible promotional forms and media selection.