|
| How to manage Export Promotion? |
Secrets of International Trading ©
copyright Home | Contact Us | Site Contents | Import Export FAQ's |
 |
 |
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. In the introduction stage of the exporter's product, emphasis must be on informing consumers, making the product easily available, and encouraging the foreign consumer to try it. In the market growth stage, the firm should concentrate on promoting brand loyalty. |
|
|
|
Later, in the market maturity stage, promotion can be placed on product differentiation - trying to make the product as unique and differential as possible from competitive ones. Sales decline stage, if and when sales begin to slip, special promotion efforts will be required. 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. Whereas, personal selling is essential in reaching wholesalers. Trade fairs and trade journals is an excellent way of reaching industrial users. Looking for sales leads, there should be some systematic way e.g. advertising in trade journals, direct mail to prospective buyers, participation in trade shows, etc. or aware of buyer's guides and trade directories for source of prospective agents, buyers, etc. |
