Chapter 8 - Chapter 8 Export marketing o Export marketing...

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Chapter 8 Export marketing o Export marketing adapts the marketing mix to international customers o Export marketing targets the customer in the context of the total market environment. The export marketer does not simply take the domestic product “as is” and sell it to international customers. To the export marketer, the product offered in the home market represents a starting point. It is modified as needed to meet the preferences of international target markets o First, it should confirm (or contradict) assumptions regarding market potential. A second major purpose is to gather the additional data necessary to reach the final go/no-go decision regarding an export marketing program. o Requirements: An understanding of the target market environment The use of market research and identification of market potential Decisions concerning product design, pricing, distribution and channels, advertising, and communications Export selling o Export selling involves selling the same product, at the same price, with the same promotional tools in a different place o Export selling does not involve tailoring the product, the price, or the promotional
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This note was uploaded on 04/02/2012 for the course MKTG 4820 taught by Professor Susancarley during the Fall '09 term at Kennesaw.

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Chapter 8 - Chapter 8 Export marketing o Export marketing...

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