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 defin
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.

An exporter should choose a distributor who _____
A、has experienced personnel
B、has good communication skills
C、is well-established in the target market
D、is not financially dependent on the import business
【正确答案】:C
【名师解析】:选项C是正确答案。根据文章内容,选择外国分销商时,公司应该进行彻底的评估,包括分销商的设施、处理账户的人员和管理方法。文章特别提到,由于新出口商的商标和声誉在外国市场上通常是未知的,外国客户可能会基于分销代理的声誉进行购买。因此,选择一个在目标市场已经建立良好的分销商对于新出口商来说至关重要,这有助于利用分销商的声誉来促进销售。选项A、B和D虽然也是分销商可能具备的积极特质,但文章中并没有特别强调它们在选择分销商时的重要性。
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