出口与进口.pdfVIP

Global Market Entry Strategies: Exporting and Global Market Entry Strategies: Exporting and Importing Importing Chapter 6 Global Marketing Entry Strategies: Exporting and Importing  Organizational Export Activities  National Policies Governing Exports and Imports  Choosing Export Markets  Market Access Considerations  Organizing for Exporting  Export Financing/Methods of Payment 2 Export Selling Vs. Export Marketing Export Selling Vs. Export Marketing Export selling involves selling the same product, at the same price, with the same promotional tools in a different place Export marketing tailors the marketing mix to international customers 3 Requirements for Export Marketing Requirements for Export Marketing 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 4 Stages of Export Activities Stages of Export Activities  Firm is unwilling to export  Firm fills unsolicited order but does not pursue other orders  Firm explores feasibility of exporting  Firm exports to one or more markets on a trial basis  Firm becomes experienced exporter  Firm pursues country-focused marketing  Firm evaluates global market potential before screening for the best target markets 5 National Policies Governing Exports and Imports Governm