Export Marketing: Export Marketing includes the management of marketing activities for product which cross the national

boundaries of a country. Basic Functions of Export marketing: 1. The direction and supervision of exports, including the development of an export policy 2. The adaptation of the product for export, including export packing 3. Selling; including such related functions as advertising, sales promotions, sales training and the like.

4. Transportation of the product including documentation for shipment, railways, ocean shipping, marine insurance, export credit and guarantee and other related matters.

5. Credit and terms of payment 6. Financing , including exchange, invoicing and collection 7. After sales services

Major Decisions in Export Marketing: 1. Appraising international marketing environment Economic elements Political local element Cultural element

2. Go or dont go for export decision: Need to evaluate the following resources; Financial Resources Human Resources Physical Resources

One can go for export if the following elements are present: i. Ability to get new market within changing situation of market and market needs. ii. Flexibility to face the change of export market. iii. Availability of all required resources according to the production capacity.

3. Selecting market for export: Following elements should be considered: a. Determine possibility of current market b. Determine possibility of future market c. Forecast sales possibility d. Forecast expense and profit e. Determine the rate of return on investment f. Political relation with that country g. Determination of market share h. Similarity with local market.

4. Determine the ways of entering export market: Different modes to enter foreign market: a. Direct export Local export organization International export branch Contact with foreign distributors b. Indirect Export: Local exporter Local export agent Export house International import house. C. Joint effort d. Investment in foreign production e. Multinational marketing.

5. Determine export marketing Mix: a. Product planning and communication for export markets: Different alternatives of product planning and communications are ; i. Same product same communication strategy ii. Same product but different communication strategy iii. Different product but same communication strategy iv. Different product different communication strategy.

b. Product innovation and appropriate communication strategy. c. Export Pricing: Cost oriented pricing Market oriented pricing Dumping Curtail Quotation d. The promotional decision e. Organization for export marketing f. Export marketing research

Requisites for effective export marketing: 1. Proper procurement and /or production of export cargo. 2. Sound quality control and grading of export consignment. 3. Effective cost control at various phases of export marketing 4. Handling of shipping problem in time 5. Developing sound network and linkage with overseas market 6. Matching product quality and design with demand of time by means of R&D.