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.
In the first paragraph, the writer suggests that firms thinking about exporting should____
A、get professional advice
B、study international marketing
C、identify the most profitable markets
D、have different objectives to other exporters
【正确答案】：A
【名师解析】:在第一段中，作者建议那些考虑出口的公司应该寻求专业的建议。这是因为当公司开始出口业务时，他们可能没有对目标市场进行足够的研究或发展国际营销计划。成功的关键在于公司必须明确其目标、目的和潜在问题，并制定一个明确的计划来实现其目标，无论涉及的问题如何。除非公司幸运地拥有一支具有相当专业知识的团队，否则在没有合格的外部指导的情况下，他们可能无法迈出这关键的第一步。因此，选项A "get professional advice" 是正确的答案。
