Role of the Exporter
The exporter may find it more effective,
particularly if it is exporting machinery or other technically sophisticated products, to send out its own sales engineers and trainers rather than rely solely on the efforts of the foreign agent or distributor.
Responsibility for ensuring
that the proper product advertising is being done abroad is often delegated to the export firm's.
A small export firm, may enlist the help from an advertising consultant on a part-time basis and suggest basic ideas to the firm's representative.
Government trade consulate help may also be obtained in planning other forms of export promotion, including preparation for
Bigger exporter, should attempt to establish a consistent world wide corporate identity that is synonymous with quality and reliability.
This can involve not only traditional forms of promotion but also the sponsoring of sporting and other public events, charitable donations, and community involvement.
All catalogues, brochures, manuals and other written material should be in the local language, to portrays, as much as possible, a local image.