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: