Programme in International Marketing, UNISA
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Export Marketing

You are here:Export Marketing > What is involved in export marketing?


 

 

What is involved in export marketing?

 

Introduction

In this section, we highlight some of the export marketing issues you will need to deal with. Marketing is defined as using all of the resources of the organisation to satisfy customer needs for a profit. The difference between export marketing and domestic marketing is simply that it takes place across national borders. This means that you are faced with barriers to trade that you will not have encountered before, such as differing languages, politics, laws, governments and cultures. You may need to account for getting the product half-way across the globe to distant markets and pay the import duties imposed on these products by the importing country. You will also need to deal with the logistical and documentation problems surrounding exports. These are just some of the problems you will face.

Export marketing also involves preparing an offering that will entice the foreign buyer and customer. This offering comprises a product that is offered at a certain price and that is made available – distributed – to the foreign customer. At the same time, the offering is communicated – or promoted – to the buyer using certain communication or promotion channels. These elements – the product, price, distribution (also referred to as the place) and promotion – are called the marketing mix.

In ExportHelp, we have compiled a 21-step guide to the export process. We deal with the marketing task in step 11 (promoting the firm and its products abroad), step13 (revising your export costings and price), step15 (producing the goods) and step16 (handling the export logistics – that is, distribution). Step 8 in the export process is also important, as it deals with preparing an export marketing plan and strategy. While you are welcome to visit any of these links to learn more about the topic in question, we recommend that you browse through the guide starting with step 1, as the steps have been written to build on each other. For example, the marketing environment (discussed in step 1) and export marketing research (discussed in step 7) are also important marketing topics.

We thus recommend that you work through the export process that we have prepared for you, by clicking here.

In this section, however, we have highlighted a selection of marketing topics that we believe most exporters will want to focus on. As you read through these topics, please bear in mind that they should not be dealt with in isolation. The topics we discuss are:

 

 
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© Cornelius Bothma

Learning to export...
The export process in 21 easy steps
Step 1: Considering exporting
Step 2:Current business viability
Step 3:Export readiness
Step 4:Broad mission statement and initial budget
Step 5:Confirming management's commitment to exports
Step 6: Undertaking an initial SWOT analysis of the firm
Step 7:Selecting and researching potential countries abroad
Step 8: Preparing and implementing your export plan
Step 9: Obtaining financing for your exports
Step 10: Managing your export risk
Step 11: Promoting the firm and its products abroad
Step 12: Negotiating and quoting in exports
Step 13: Revising your export costings and price
Step 14: Obtaining the export order
Step 15: Producing the goods
Step 16: Handling the export logistics
Step 17: Export documentation
Step 18: Providing follow-up support
Step 19: Getting paid
Step 20: Reviewing and improving the export process
Step 21: Export Management
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