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Import/Export
Mapping International Trade for
Australian Business
Export Marketing
Tilde Publishing and Distribution
ISBN: 978-0-7346-0817-8
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.