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 and assistance available..

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Export Marketing Webinar

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