Passage 3
Problems Potential Exporters Are Facing
Many firms fail to succeed, because when they begin exporting they have not researched the target markets or developed an internationa marketing plum. To be successful, a firm must clearly define its goals, objectives and potential problems. Secondly, it must develop a definitive plan to accomplish its objectives, regardless of the problems involved Unless the firm is fortunate enough to possess a staff with considerable expertise, it may not be able to take this crucial first step without qualified outside guidance.
Often top management is not committed enough to overcome the initial difficulties and financial requirements of exporting. It can often take more time and effort to establish a firm in a foreign market than in the domestic one. Although the early delays and costs involved in exporting may seem difficult to when compared to established domestic trade, the exporter should take a more objective view of this process and carefully monitor international marketing efforts through these early difficulties. If a good foundation is laid for export business, the benefits derived should eventually outweigh the investment.
Another problem area is in the selection of the foreign distributor The complications involved in overseas communications and transportation require international distributors to act with greater independence than their domestic counterparts. Also, since a new exporter's trademarks and reputation are usually unknown in the foreign market foreign customers may buy on the strength of the distributing agent's reputation. A firm should therefore conduct a thorough evaluation of the distributor' facilities, the personnel handling its account, and the management methods employed
Another common difficulty for the new exporter is the neglect of the export market once the domestic one booms, too many companies only concentrate on exporting when there is a recession. Others may refuse to modify products to meet the regulations or cultural preferences of other countries. Local safety regulations cannot be ignored by exporters. If necessary modifications are not made at the factory, the distributor must make them, usually at a greater cost and probably not as satisfactorily. It should also be noted that the resulting smaller profit margin makes the account less attractive.
If exporters expect distributing agents to actively promote their accounts, they must be trained, and their performance continually monitored. This requires a company marketing executive to be lecated permanently in the distributor's geographical region. It is therefore advisable for new exporters to oncentrate heir fforts in a few geographical areas until here is sufficient business to support a company representative. The distribut should also be treated on an equal basisswith domestic counterparts. For example, special discount offers, sales incentive program and special ceredit terms should be available.
Considering a joint-venture or licensing agreement is another option for new expcrters. However, many companies still dismiss international marketing as unviable. There are a number of reasons for this. There may be import restrictions in the target market, the company may lack sufficient financial resources, or its product line may be too limited. Yet, many products that can compete on a national basis can be successful in the majority of world markets. In general, all that is needed for success is flexibility in using the proper combinations of marketing techniques.
For distributor to be successful, the exporter must _____
A、focus on one particular region
B、finance local advertising campaigns
C、give the same support as to domestic agents
D、make sure there are sufficient marketing staff locally
【正确答案】：C
【名师解析】:根据题目内容，出口商为了使分销商成功，必须提供与国内代理商相同的支持。这是因为在国际市场上，由于品牌和声誉通常不为人知，外国客户可能会基于分销代理商的声誉来购买产品。因此，公司应该对分销商的设施、处理其账户的人员以及采用的管理方法进行全面评估。此外，如果出口商期望分销代理商积极推广他们的账户，就必须对他们进行培训，并持续监控他们的绩效。这需要公司市场营销执行官永久性地位于分销商的地理区域。因此，对于新出口商来说，将他们的努力集中在几个地理区域是明智的，直到有足够的业务来支持公司代表。分销商也应该与国内同行一样，享有特别折扣优惠、销售激励计划和特别信贷条款。因此，正确答案是选项C，即出口商必须给予分销商与国内代理商相同的支持。
