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Webinar 4 Export Import Marketing 2

Basics of export marketing and Marketing your imported procuts.

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Webinar 4 Export Import Marketing 2

  1. 1. Export/Import Marketing Webinar Tekle Sebhatu 11/5/2010
  2. 2. Researching Individual Country Markets Government regulations Level of competition Socio-economic factors Market potential Political climate Similarities to existing markets Targeting Individual Country Markets Infrastructure
  3. 3. The Marketing Mix Blending the four strategy elements of marketing decision-making – Product – Price – Distribution – Promotion to satisfy chosen target markets Target Market ProductPrice Place (Distribution) Promotion
  4. 4. The Four P’s
  5. 5. The Product Life Cycle + - $ 0 Market Introduction Market Growth Market Maturity Sales Decline Time
  6. 6. Pricing Strategy Penetration/ Predatory Pricing Pricing Strategy Skimming Pricing Competitive Pricing
  7. 7. Pricing Strategy • Skimming Pricing Strategy (Market Plus) • Allows to recover cost quickly • Disadvantage– invite competition • Penetration pricing strategy (Market Minus) • Attract customer, consumer goodwill, secure market acceptance • Discourage competition • Competitive pricing strategies • At the general level of competitive offering
  8. 8. 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
  9. 9. Common Pricing Mistakes • Determine costs and take traditional industry margins • Failure to revise price to capitalize on market changes • Setting price independently of the rest of the marketing mix • Failure to vary price by product item, market segment, distribution channels, and purchase occasion
  10. 10. Strategy Planning for Distribution Logistics (Physical distribution) Physical movement of goods including transporting, storing, and handling from the producer to the channel or end-user of the product. Channels of distribution Firms or individuals who participate in the flow of products from producer to the end-user of the product Two different perspectives
  11. 11. Channels of Distribution Direct Indirect Distribution Channels
  12. 12. Foreign End-ser Foreign End-user Producer (US) Foreign Agent Foreign Retailer Foreign Distributor Producer (US) Foreign Retailer Foreign End-user Direct Channel
  13. 13. Indirect Channel Producer (US) Domestic Distributor or Agent Foreign Retailer/Dist/Agent Foreign End-user
  14. 14. Indirect Exporting • Export Management Companies (EMC) • Export Trading Companies (ETC) • Webb-Pomerene Associations • Piggyback Marketing • Export Merchants or Re-Marketers
  15. 15. Finding Suppliers and Buyers • Trade shows/fairs • Trade publications • Foreign countries trade offices/Embassies/Chambers • Foreign travel • The Internet
  16. 16. Trade Leads
  17. 17. 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 • Understand selling to end-user on one time VS distributors for extended period of time
  18. 18. 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
  19. 19. Questions and Answer Session Further questions e-mail