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.
New exporters often make the mistake of ignoring the export market when _____
A、distribution costs are too high
B、their product is selling well at home
C、there is a global economic recession
D、distributors cannot make safety modifications
【正确答案】：B
【名师解析】:正确答案为B。根据文章内容，许多公司在国内市场繁荣时忽视了出口市场，只当国内市场出现衰退时才集中精力进行出口。这表明，当产品在国内市场销售良好时，一些公司可能会忽略出口市场。选项A、C和D在文中并没有直接提到与新出口商忽视出口市场有直接关系。选项A提到的分销成本过高，选项C提到的全球经济衰退，以及选项D提到的分销商无法进行安全修改，虽然都是出口过程中可能遇到的问题，但它们并不是导致新出口商忽视出口市场的原因。因此，正确答案是B。
