Fast Track Preparation, Export Marketing

Naveed Ahmed

EXPORT MARKETING
(Mid Term Course, Ch # 6, 7, 14, 15, 17)
FAST TRACK PREPARATION
Ch # 6
Q. The political/ legal environment

Home country environment

o Promotional activities
o Financial activities
o Information services
o Export facilitating activities
o Promotion by private organizations
o State trading
Host country environment
o Political risks
Trade barriers from home country to host country
o Tariff barriers
o Non-tariff barriers
o Quotes
Embargoes
Administrative delays
Local-content requirements
o Historical development of barriers
The general international environment
o Political risk analysis procedure
Building relationship with government
Building relationship with customer
Building relationship with employees
Building relationship with local community
Management of the international terrorist threat
o What can be done about global terrorism
Reconsidering the customer
Flexibility in sourcing from different suppliers
Collaboration and information sharing with local partners

Q. The economic environment

How exchange rates influence business activities

Law of one price
o Big mac index/ big mac currencies
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Fast Track Preparation, Export Marketing

Naveed Ahmed

Classification by income
o Less developed countries
o Newly industrialized countries
o Advanced industrialized countries
Regional economic integration
o Free trade area
o Customs unions
o Common market
o Economic union
Enlargement of EU
Benefits of regional integration
o Trade creation
o Greater consensus
o Political cooperation
Drawbacks of regional integration
o Trade diversion
o Shifts in employment
o Loss of national sovereignty
Major trading blocs
The triad of Europe
o New trade partnership
o Per capita income
o Structure of consumption

Ch # 7
Q. Layers of culture

National culture
Business/ industry culture
Company culture

Q. High and low context cultures

Q. Elements of culture

Language
o Verbal language
o Non-verbal language
Manners and customs
Technology and material culture
Social institutions
Education
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Fast Track Preparation, Export Marketing

Naveed Ahmed

Values and attitudes

Aesthetics
Religion

Q. Hofstedes original work on national cultures

Power distance
Uncertainty avoidance
Individualism
Masculinity
Time perspective

Q. Strengths and weaknesses of Hofstedes model

Q. Managing cultural differences
Q. Convergence or divergence of the worlds culture
Q. The effects of cultural dimensions on ethical decision making
Q. Social marketing

Ch # 14
Q. Limitations of product life cycle

Misleading strategy prescriptions

Fads
Unpredictability
Levels of product life cycle

Q. New product for international market

Developing new product

o Quality deployment function
Degree of product newness
The product communication mix
o Straight extension
o Promotion adaptation
o Product adaptation
o Dual adaptation
o Product invention

Fast Track Preparation, Export Marketing

Naveed Ahmed

Q. Branding decisions

Brand vs no brand
Private label vs manufacturers own brand vs co-branding
o Private label
Retailers perspective
Manufacturers perspective
o Manufacturers own brand
o Co-branding/ ingredient branding
Single brand vs multiple brand (Single market)
Local brand vs global brand (Multiple market)
Emerging market firms and branding

Q. Sensory branding

Sight
Sound
Smell
Touch
Taste

Q. Celebrity branding

Implementing a celebrity branding strategy

Steps involved with international celebrity licensing
o Identify the rights involved
o Negotiating the terms and scope of license
o Determining the payment and other terms of license
A growth industry

Q. Green marketing strategies

Strategic options
Environmental management in the value chain perspective
Consumer preference and competitive green marketing
Green alliance between business and environmental organizations

Ch # 15
Q. Factors influencing international pricing decisions

Firm level factors

Product factors
Environmental factors
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Fast Track Preparation, Export Marketing

Naveed Ahmed

Market factors

Q. International pricing strategies

Skimming
Market pricing
Penetration pricing
Price changes
Experience curve pricing
Pricing across products
Product-service bundle pricing
Pricing across countries
o Price standardization
o Price differentiation
An international pricing taxonomy
o Prototype 1- Local price follower firm
o Prototype 2- Global price follower firm
o Prototype 3- Multilocal price setter firm
o Prototype 4- Global price leader firm
o Establishing global pricing contracts
o European pricing strategy
Transfer pricing
Currency issues

Q. Terms of sale/ delivery terms (page 502)

Q. Terms of payment

Cash in advance
Letter of credit
o Revocable
o Irrevocable but unconfirmed
o Confirmed irrevocable
Documents against payment and acceptance
Open account
Consignment

Q. Export financing

Commercial banks
Export credit insurance
Factoring
Forfeiting
Bonding
Leasing
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Fast Track Preparation, Export Marketing

Naveed Ahmed

Counter trade
o Barter
o Compensation deal
o Buy-back agreement

Ch # 17
Q. The communication process

Key attributes of effective communication

Other factors
o Language differences
o Economic differences
o Sociocultural differences
o Legal and regulatory conditions
o Competitive differences

Q. Communication tools

Advertising
o Objective setting
o Budget decisions
Affordable approach
Competitive parity approach
Objective and task approach
Message decisions
o Media decisions
Television
Radio
Newspapers
Magazines
Cinema
Outdoor advertising
o Agency selection
o Advertising evaluation
Public relations
Sales promotion
Direct marketing
o Direct mail
Personal selling
o Assessing sales force effectiveness
o International sales force organization
o Type of international sales force
o Trade fairs exhibitions
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Fast Track Preparation, Export Marketing

Naveed Ahmed

Arguments for participation in TFs

Arguments against for participation in TFs

Q. Viral marketing

Definition
Motives for viral marketing
o Advantages of viral marketing
o Disadvantages of viral marketing
Developing a viral marketing campaign
o Creating compelling content
o Targeting the right audience
o Campaign seeding
o Control/ measuring results

Q. Implications of the internet for communication decisions

Integration of internet strategy into an overall business strategy

Decision requirements that are unique
Techniques for audience creation
Methods of advertising the site
Effective promotions that attract attentions
Measurement and analysis to ensure ongoing success
o Audience qualification
o Customer feedback