Authors: Subhash C. Jain
ISBN-13: 9780899302768, ISBN-10: 0899302769
Format: Hardcover
Publisher: Greenwood Publishing Group, Incorporated
Date Published: April 1989
Edition: (Non-applicable)
SUBHASH C. JAIN is Professor of Marketing and head of the Marketing Department at the University of Connecticut.
As the U.S. trade balance continues to run large, record-setting deficits, the pressure on businesses to export will continue to mount. This book, written for marketing and strategic planning executives, outlines a step-by-step procedure for formulating a successful export strategy. Jain demonstrates how to analyze relevant information about the prospective customer, the competition, and one's own company; how to apply basic marketing decisions to the export environment; and how to implement key aspects of export strategy. Throughout, he identifies the government and nongovernment sources for information a company needs to formulate an effective export strategy. Jain begins with a historical overview of U.S. trade that sets the context for the discussion that follows. He examines America's traditionally low interest in exporting, trade barriers, emerging trade issues for the 1990s, and influential developments in the liberalization of worldwide trade. He then develops his export strategy framework, addressing such critical issues as locating viable foreign markets, segmentation and positioning, timing, and how to compete. The four basic aspects of an export strategy--product, price, distribution, and promotion--are discussed in-depth. For each, Jain offers workable, practical advice for the firm new to exporting: when and how to customize products, methods of pricing, price quotations, pro forma invoicing, sources of distribution channels, managing export channels, alternative promotion media, and more. Finally, drawing upon the experiences of successful exporters, Jain presents guidelines for effective exporting.
Foreword by Ken W. Butterworth
Preface
U.S. International Trade
Emerging Foreign Trade Issues
Developing Export Strategy
Scanning the Export Environment
Identifying Export Markets
Determining Basis and Timing of Market Moves
Readying Your Product for Export
Export Pricing
Export Channels
Export Promotion
Implementing Export Strategy
Developing Export Organization
Glossary of Selected Trade Terms
Bibliography
Index