Tilde Publishing and Distribution ISBN: Import/Export Mapping International Trade for Australian Business Export Marketing

Marketing can be described as the combined activities that businesses engage in as part of the process of identifying and satisfying customers’ current and future needs. The ‘marketing mix’ comprises of 4 main elements (the 4 p’s: – product; – price; – promotion; – Placement (distribution)

Export Marketing Export marketing is simply the extension of the four elements for the export of goods or services across national borders and in different market conditions. These different market conditions can be broadly classified into the following categories: – Political differences – government structure, stability and policies; – Legal differences – trade laws, advertising regulations, prohibited or restricted goods, etc.; – Economic differences – income, taxation, inflation, exchange rates, etc.; and – Cultural differences – language, religion, values, social structures, aesthetics, education, etc.

Export Marketing Some or all of the marketing strategies may need to be adapted for export markets depending on the characteristics of the market and the product. Considerations relating to product include: – Is the target market the most suitable for the product? – Have other markets been investigated that may be more suitable for the product? – Will modifications need to be made to products, packaging and labelling to suit the needs of the target market? – Are expected sales volumes and revenues sufficient to adequately cover the cost of any required modifications?

Export Marketing Considerations relating to price include: – competitor activity – supply and demand – economic conditions Considerations relating to promotion include: – Website design – Promotional literature suitability – Use of DVD’s or computer CD’s – Participation in trade exhibitions – Country visits

Export Marketing Considerations relating to placement include: – The requirements of your customers – The size and frequency of shipments – The size and nature of the product – The delivery location(s)

Export Marketing The provision of accurate documentation covering all of the customer’s requirements is an integral part of exporting and will facilitate the entire process You should fully understand the documentation required to meet your customer’s and your own regulatory requirements, as well as the internal needs of your customer. In every case, the minimum documentation requirement is: – Commercial invoice – Transport document

Export Marketing Austrade is a government agency whose role it is to assist Australian companies enter export markets and win export business for their products and services. The Export Finance Insurance Corporation (EFIC) is an Australian Government credit agency that provides competitively priced finance and insurance services for export transactions. Other federal and state government agencies as well as non-government organisations also provide a range of export assistance measures.