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Levels of Exporting
For most companies, export operations are the first step in internationalization. The process of export development is the key to increased internationisation for the majority of companies. Level I Export of surplus-the firm is interested only in overseas sales of surplus products, or is without resources to fill overseas order on a continuing basis Level II Export Marketing- the firm actively solicits overseas sales of existing products and is willing to make limited modifications in its product and marketing procedures to accommodate overseas buyer requirements
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Levels of Exporting
Level III Overseas market Development- The firm makes major modifications in products for export and in marketing practices in order to be able to reach buyers in other countries Level IV Technology Development The firm develops new products for existing or new markets.
Entry as a strategy
Entry mode is influenced by the international strategy pursued by the firm for its foreign venture or market expansion. All market entries may not be motivated by the same international strategy. Thus, the choice of entry mode is made to facilitate the firms international strategy for a particular market. The elements of entry strategy Objectives and goals in the target market Needed policies and resource allocations The choice of entry modes to penetrate the market The control system to monitor performance in the markets A time schedule
Type of mode
Target Market(distribution of customers, preferences of customers, level of economic development) Nature of product Availability of market organizations Company considerations Governmental Policies
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Marketing Organizations
Home country based merchants Export merchants Trading company Export Desk Jobber Home country based agents Export Commision house Conforming house Resident buyer Broker Export Management company Manufacturers export agent
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Export merchants
The domestic based export merchant buys and sells on its own account. Generally, engaged in both exporting and importing. The export merchant company is free to choose what it will buy, where it will buy and at what prices. The export merchant is unwilling to allow the manufacturer much more than a manufacturing profit on any merchandise.
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Trading company
In many countries , export merchants known as trading companies. While the smaller trading companies usually limit their activities to foreign trade, the larger general trading companies are also heavily involved in domestic distribution and other activities.
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Broker
Another type of home country based agent is the export/import broker. The chief function of a broker is to bring a buyer and seller together. Once the transaction is complete the foreign buyer pays the brokers fee.
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Cooperative Organizations
Piggyback marketing Exporting combinations
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Piggybank Marketing
This occurs when one manufacturer uses its foreign distribution facilities to sell another companys products alongside its own
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Exporting Combinations
A manufacturer can export cooperatively by becoming a member of some type of exporting combination, as a more or less formal association of independent and competitive business firms with membership being voluntary organized for purposes of selling to foreign market.
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Direct Exports
It occurs when a manufacturer or exporter sells directly to an importer or buyer located in a foreign market. Home country based departments a) built in export departments b) separate export departments c) export sales subsidiary Foreign sales branch Storage or warehousing facilities Foreign Sales Subsidiary Traveling Salesperson The internet and E Commerce Gray Market
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Traveling Salesperson
A traveling export salesperson is one who resides in one country , often the home country of the employer and travels abroad to perform the sales duties. In contrast a resident sales person is sent out of the home country to live and work in a foreign market Three functions of the sales personnel: Actual sales to be performed Getting deeply involved in customer relations Information Gather and communicator.
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