Export marketing plan
Marketing plan is the basis of all overseas promotion plans. Designing the marketing plan includes incorporating the manufacturer's export strategy and objectives into the marketing terms. The marketing plan contains many elements, including market research projects, promotion/advertising details, products involved and their available quantities, distribution arrangements and the total amount/value of goods. Where relevant, it should include various cost information, especially the research and advertising budget. Generally speaking; This plan must be realistic and have a clear purpose and direction.
Export market research
As in domestic trade, before producing goods for new overseas markets, it is necessary to know whether the goods can be sold profitably in this market. Answering this question is one of the goals of market research. Export market research, especially the study of a specific foreign market, to determine the market demand and product sales methods; Can get the best supply. It can be used to determine:
1. If a new product is likely to find a market.
2. Is it possible for a mature product to be popular in a new market? 3. Why has the sales of a product declined in general or in a certain area? The focus of this chapter is the first point: market research is very important for success in overseas markets. To find a suitable market, exporters must consider, for example:
1. Countries with different political and economic conditions adopt different attitudes towards foreign countries.
Trade business. Their policies and regulations on import and export, foreign exchange control, customs, tariffs and other tariffs will greatly affect their adaptability to new markets.
2. Physical and climatic conditions Applicability of his products: Heavy clothes can't be worn in hot climate; Mountaineering equipment will not be popular in countries with flat terrain.
3. Social conditions
If living standards are low and wages are low, there will be no market for televisions, cars or luxury goods. It may be desirable or even necessary to translate the price list and promotional materials into local languages and adopt local units of measurement.
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In the process of questionnaire and interview. Surveys can be very expensive,
And they are time-consuming: another key weakness is that respondents are often unable or unwilling
Give the real answer.
Interviews in the survey can be conducted by researchers in person, by telephone or by telephone.
Mail.
1. Personal interview
Personal interviews are more flexible than the other two, because interviews can be changed.
The right question-what they see: they
If the answer is not satisfactory, you can investigate snoring in depth. Usually, it is possible
Get more information through personal interviews. Not by phone or email. Also, the interview
Can be observed; Obtain data on the socio-economic status of respondents.
Family, neighborhood and obvious living standard.
The main limitations of this interview method are relatively high cost and long interview time.
The time required for the investigation and the possibility of introducing errors in the interview process.
2. Telephone survey
In the telephone survey, the respondents contacted by telephone, and
The interview is
It was finished at that time. Telephone surveys are usually faster and cheaper.
Than personal or email surveys. Telephone survey is not as flexible as personal survey.
Interview, but more flexible than email survey. Another significant advantage is that
Telephone. Investigation-may be timely. For example, people may be asked if they are watching TV.
Television at the moment; If yes, the project name and sponsor. A limitation of
Telephone surveys require interviews to be brief: lengthy interviews are not allowed.
Satisfactory by phone.
3. Email interview
Mail interviews include mailing a questionnaire to potential respondents.
They mailed the completed form back. Mail questionnaire ratio
Personal interviews are particularly useful in national surveys, if the interviewee
Being anonymous, they are more likely to give true answers because they don't think it is necessary.
Impress the interviewer.
One of the main problems of mail questionnaire is to compile a good mail list.
Especially for a large-scale investigation. If the sample can be drawn from a limited list, for example
Property tax payers or magazine subscribers in some countries, the list shows no.
problem Another important limitation is the reliability of the questionnaire,
Especially when the reward is anonymous. If the respondent has the following characteristics
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Distinguish them from non-responders, and the survey results will be invalid. besides
The questionnaire must be reasonably shortened and the questions should be very simple; There is nothing to explain.
A puzzling question. ideally
: yes. ' or' no' or pre
Select type: produces the best results.
Here's an example:
market survey
_
The study of ...
smoke
A.do you smoke? Yes/No (if no, terminate)
B how to do it How many cigarettes do you smoke a day?
C.what size cigarettes do you smoke? Mini, standard, large
D.do you smoke filter cigarettes? ? Yes/no
E. do you smoke mint cigarettes?
one
Yes/no
Observation method
In ...
this
observational
Method,
this
data
be
collect
pass by
observe
some
behaviour
about
this
Interviewee: There is no interview involved, although the interview may be used for follow-up.
extra
Information.
for
Instance, if
client
be
observe
buy
beer
exist
tinned food
replace
about
Bottle; They may ask; Why do they prefer this form of packaging?
information
probably
be
gather
pass by
personal
or
mechanical
Observe.
In ...
one
form
about
Personal observation researchers pretend to be customers in the store. This technique is useful in the following aspects.
Understand the ability of sales staff
Or decide what brand they use.
Push.
mechanical
observe
be
Illustrated
pass by
One; one
electrical
Bind with a rope
spread
through
a
high
way
arrive
count
figure
one
Refers to cars passing by within a certain period of time.
Observation has several advantages. It can be very accurate.
.
Usually it deletes a 1 1
Doubt what the customer did in a given situation. Consumers don't realize that they
Is being observed; So it is speculated that their theft is customary.
Observation skills reduce the interviewer's prejudice. However, the possibility of prejudice is not-
As long as people are treated as observers, they will be completely eliminated. Another disadvantage is that
The application of this technology is limited. Observation tells us what happened; But it can't explain why. it
Unable to explore motives, attitudes or opinions.
experimental method
The experimental method of collecting raw data includes establishing a
Controlled experiments that simulate the real market situation as much as possible. This theory is that
Small-scale experiments will provide valuable information for large-scale design
Marketing plan.
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This experimental method can be used in several different ways. In one example, a company
Some products may be produced and tried by employees or consumers:
The main application of experimental methods may be market testing. this
Technology involves establishing a controlled market in which all factors remain unchanged.
More testing market, one of the factors is diverse. A company may be trying to decide whether to
Change the color of its packaging. In city A, products are sold in their traditional colors. In each
Cities b, c and d use different colors. All other factors remain the same. By measuring
Sales in four markets over a period of time;
.
The manufacturer wants to determine which color.
Is the most effective.
The outstanding advantage of experimental method is its reality. This is the only one
The three methods of collecting raw data can simulate the actual market situation. the problem is
It is very expensive. It needs long-term careful planning and management.
Analyze the data and prepare a report
The final step of the market research project is to analyze the data and explain the survey results.
The information collected from market research is the guide of the present invention.
Production and sales of
Products with a market. Today's complex electronic data processing
The equipment enables researchers to quickly tabulate and analyze large amounts of data.
Cheap.
The final product of the investigation is the researcher's conclusions and suggestions.
Submit the company's export policies and procedures in writing.
Promotion is justified.
Export promotion-advertising
After deciding that there is a good prospect, he went abroad for his goods by studying.
Market research and investigation, manufacturers or exporters will of course; take measures
Sell and export goods to that market. The most important measures in this regard are
Advertising; Aid for Trade, which deals with the provision of information on goods and services.
0 helps
Buyers and sellers contact each other.
Through advertising, the supplier told
People know what goods he has for sale and emphasize their advantages, hoping that people will
Buy it. Advertising can be undertaken by the company's sales or publicity department; Or one
The advertising strategy is
.
Be hired as a consultant.
The purpose of advertising
1. Inform
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Advertising can be used to present facts to the public. Car advertising can
Include some technical details so that part of the advertisement is informative. another
The advertisement may be. Completely informative, such as
Announce a new
Although the advertisement of this kind of car may provide some facts, on the whole,
The purpose is to persuade people to buy this car. To do this, various subtle methods can be used.
For example, illustrations; It may give an exaggerated impression.
The power of the car
Wording and layout
Maybe it's to attract emotions, not brains: if you
Study the advertisements of some practical products, and you will find that they contain little or no.
Technical information. People don't expect to find scientific analysis in "advertisements"
A bar of soap, of course, but check the advertisement. Pharmaceutical products will
Explain that attraction mainly lies in emotion. 3. Remind that the purpose of some advertisements is only to
Keep the product name in public. Newspaper advertisements may only include
A picture of a pack of cigarettes; A bus may carry the name of an insurance company; A poster
Well-known advertising phrases can be displayed. They say nothing but provide useful services. Aim at
Constantly remind the public of the name of the product.
advertising media
The term "media" refers to the form used to carry advertisements. Choice of media
Depending on the target audience of products and advertisements, for example, few.
People are interested in coins. A coin dealer wants to attract that small group of people.
Not anyone else. Therefore, he will be in most coin lovers.
Reading.
The advertising cost of a newspaper depends largely on its circulation.
Newspapers. If a newspaper sells/kloc-0,000,000 copies, it is possible (though unlikely).
Millions of people will see advertisements on it. some
Newspaper pages are more expensive.
Because most people only read the general news pages.
Some people will
A page devoted to sports, fashion and art; Wait a minute. different
one
Types of people reading.
Different newspapers, so advertisers will use those readers who may be
Potential buyers of his products. For example, an art gallery will not be in a "popular"
Because its readers are rarely visitors to the art museum.
2 magazines
The same principle about which media to use also applies to magazines. have
Magazines that men read, magazines that women read, magazines that read both. In each one.
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There is specialization, so a magazine will be read by a "social group", not by
Another one.
3. Radio and TV
These are the most
、
Expensive advertising media. The broadcast during "rush hour" will
Heard or seen by millions of people: if only a very small number of people respond, the huge cost will increase.
It has been proved to be reasonable. One reason for the success of this kind of advertisement is that it is difficult to be ignored.
Everyone who uses a radio or television can hear or see the broadcast; Even if it is just
Subconsciously, it will leave an impression. On the other hand, when you read newspapers or newspapers.
You won't even notice most advertisements.
Radio or TV advertisements must attract people immediately. Maybe only 30.
It can convey information in a few seconds; So its influence
It must be done at once.
4 outdoor advertising
This includes posters, advertisements on trucks, buses and trains. Information must be
Simple and short, perhaps with an immediately recognizable illustration.
Customer Selection-Credit Information
Once overseas markets are found, the next step is to find suitable customers.
Who do manufacturers or exporters want to establish good business relations with? There is no doubt,
He wants to deal with those reputable customers, which is one of the main factors
Consider establishing a new business relationship. Information about credit
Or the financial status of overseas traders can be obtained from various sources. they are
Mainly banks, trade associations, professional credit information services and consulates abroad.
After applying for or receiving a letter asking about the credit status of foreign businessmen in the following aspects
Questions that these organizations are willing to provide,
The credit or financial report of the dealer without any responsibility.
Usually considered private and confidential. This report is based on relevant references,
The documents and records they keep or the corresponding investigation results. in view of
Financial or credit status stated or suggested in the report and other factors.
Manufacturer. Or the manufacturer is free to consider whether the prospective customer is acceptable or not.
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The title of attending physician is related to your