Transcript Document
Import/Export Mapping International Trade for Australian Business Export Marketing Tilde Publishing and Distribution ISBN: 978-0-7346-0817-8 Export Marketing • Marketing can be described as the combined activities that businesses engage in as part of the process of identifying and satisfying customers’ current and future needs. • The ‘marketing mix’ comprises of 4 main elements (the 4 p’s: – – – – product; price; promotion; Placement (distribution) Export Marketing • Export marketing is simply the extension of the four elements for the export of goods or services across national borders and in different market conditions. • These different market conditions can be broadly classified into the following categories: – Political differences – government structure, stability and policies; – Legal differences – trade laws, advertising regulations, prohibited or restricted goods, etc.; – Economic differences – income, taxation, inflation, exchange rates, etc.; and – Cultural differences – language, religion, values, social structures, aesthetics, education, etc. Export Marketing • Some or all of the marketing strategies may need to be adapted for export markets depending on the characteristics of the market and the product. • Considerations relating to product include: – Is the target market the most suitable for the product? – Have other markets been investigated that may be more suitable for the product? – Will modifications need to be made to products, packaging and labelling to suit the needs of the target market? – Are expected sales volumes and revenues sufficient to adequately cover the cost of any required modifications? Export Marketing • Considerations relating to price include: – competitor activity – supply and demand – economic conditions • Considerations relating to promotion include: – – – – – Website design Promotional literature suitability Use of DVD’s or computer CD’s Participation in trade exhibitions Country visits Export Marketing • Considerations relating to placement include: – The requirements of your customers – The size and frequency of shipments – The size and nature of the product – The delivery location(s) Export Marketing • The provision of accurate documentation covering all of the customer’s requirements is an integral part of exporting and will facilitate the entire process • You should fully understand the documentation required to meet your customer’s and your own regulatory requirements, as well as the internal needs of your customer. • In every case, the minimum documentation requirement is: – Commercial invoice – Transport document Export Marketing • Austrade is a government agency whose role it is to assist Australian companies enter export markets and win export business for their products and services. • The Export Finance Insurance Corporation (EFIC) is an Australian Government credit agency that provides competitively priced finance and insurance services for export transactions. • Other federal and state government agencies as well as non-government organisations also provide a range of export assistance measures.