Export Marketing Webinar

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Discusses marketing concepts; targeting individual country; identifying buyer, agents/distributors; pricing methods, distribution channels, product life cycle and E- exporting (trade lead) platforms …

Discusses marketing concepts; targeting individual country; identifying buyer, agents/distributors; pricing methods, distribution channels, product life cycle and E- exporting (trade lead) platforms and assistance available..

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Transcript

  • 1. Export Marketing
    TekleSebahtu Ph.D.
    March 25, 2011
    http://www.stcinternational.us
    stcintL@q.com
  • 2. Export Marketing Agenda
    Domestic versus international marketing
    Researching individual country
    Marketing mix
    Finding buyers (trade leads)
    Help available!
  • 3. Domestic Versus Global Marketing
    Is international marketing different from domestic?
    “Is good marketing always good marketing?”
    1. Countries are different.
    2. Problems are more complex.
    3. Must work within government
    regulations.
    4. Different infrastructure
  • 4. Researching Individual Country Markets
    Government
    regulations
    Political climate
    Socio-economic
    factors
    Targeting
    Individual
    Country
    Markets
    Level of
    competition
    Market potential
    Similarities to
    existing markets
    Infrastructure
  • 5. Promotion
    Marketing Mix
    Product
    Price
    Marketing Mix
    Place
  • 6. Landed Cost Major Elements
    Merchandise cost
    Product origin charges
    Packing, inland freight, terminal charges
    Transportation charges
    Ocean/inland to destination/ warehouse
    Destination charges
    Unloading, terminal, harbor maintenance fee
    Clearance
    Duty, bond fees
    Administrative
    Banking, insurance, warehouse
  • 7. Pricing Strategy
    Predatory pricing:
    Reducing price below market value
    Advantage – discourages competition
    Multipoint pricing strategy:
    A firm’s pricing strategy in one market may different from another market.
    Skimming pricing strategy
    Use of high price
    Allows firm to recover R&D
    Disadvantage – invite competition
  • 8. Most Common Product Pricing
    Cost Plus Pricing Method
    Marginal Cost Pricing Method
  • 9. The Product Life Cycle
    Market
    Introduction
    Market
    Growth
    Market
    Maturity
    Sales
    Decline
    +
    $ 0
    Time
    -
  • 10. Distribution Consideration
    Which entry mode will be used?
    Which channel of distribution will be used?
    What type of intermediary will be used?
    What criteria will you use to select your intermediary?
    Is an EMC or ETC an option?
  • 11. Logistics
    (Physical distribution)
    Strategy Planning for Distribution
    Firms or individuals who participate in the flow of products from producer to the end-user of the product
    Channels of
    distribution
    Two different
    perspectives
    Physical movement of goods including transporting, storing, and handling from the producer to the channel or end-user of the product.
  • 12. Selection of Channel
    Direct Exporting
    vs.
    Indirect Exporting
  • 13. Direct Channel
    Producer (US)
    Producer (US)
    Foreign
    Distributor
    Foreign Agent
    Foreign Retailer
    Foreign Retailer
    Foreign
    End-user
    Foreign
    End-ser
    Foreign
    End-user
  • 14. Direct Exporting
    Overseas sales representative
    Agent or representative
    Distributor
    Foreign retailer
    End user
  • 15. Producer (US)
    Indirect Channel
    Domestic
    Distributor or Agent
    Foreign Retailer/Dist/Agent
    Foreign End-user
  • 16. Indirect Exporting
    Export Management Companies (EMC)
    Export Trading Companies (ETC)
    Buying agent (Confirming houses)
    Piggyback Marketing
    Export agents???
    Merchants or Re-Marketers???
  • 17.
  • 18.
  • 19.
  • 20. Responding to Trade Leads
    Provide enough information for buying decision to be made
    Do not fall into the sample trap
    Understand that foreign distributors do not make fast decision
    Take time to know your buyer
    Understand Process selling to end-users versus distributors
    Use commonsense
  • 21. Responding to Trade Leads (Cont…)
    Identify and take time to know your buyer
    Be wary for letters to invite a potential buyer
    Invest some time and money to publicize your company electronically
    Use some commonsense
  • 22. Questions?