Join Doug Ladd for an in-depth discussion in this video Exporting, part of Marketing Foundations: International Marketing.
- The ancient Greeks were amazing marketers.…About 3,000 years ago,…they had the dominant market share…when it came to wine and olive oil.…They produced more…than they could possibly consume in a given year…so they figured out how to export their bountiful yields.…I'm sure there's a historian that might see it differently,…but I like to give the Greeks some marketing credit.…Over time, they realized they could make the wine…appear more valuable by exporting it…in elaborate vases.…They invented the souvenir cup.…As you are thinking about options to expand your business…outside of your home market,…one of the strategies to consider is exporting.…
At its core, the exporting model…is one that places the lowest burden on your organization,…usually requires the least amount of cash…and can be the fastest method to get you into a new market.…However, there are some trade-offs.…When you go with exporting as your strategy,…essentially what you do…is take product out of your facility,…sell it to a second partner…and then give up control on what happens next.…
Author
Released
2/18/2015The course also investigates options for global expansion, such as exporting, licensing, joint ventures, and direct investment, and details how to put together a successful marketing mix using distribution, promotional methods, and translation. Plus, learn where to turn for more information about your specific target markets.
- The rise of the global consumer
- Learning about customers in global markets
- Accessing foreign markets
- Adapting products
- Diversification
- Balancing risks and rewards
Skill Level Appropriate for all
Duration
Views
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Introduction
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Welcome1m 15s
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1. The Importance of International Marketing
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The growing global economy3m 28s
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2. Strategic Considerations for Your Company
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Options for global expansion4m 14s
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3. Assessing Markets Outside Your Home Country
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E is for "economic"2m 32s
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S is for "social"3m 29s
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T is for "technological"2m 53s
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C is for "competitive"2m 50s
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L is for "legal'2m 50s
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4. Market-Development and Product-Development Decisions
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Market development2m 45s
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Diversification2m 57s
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5. Options for Global Expansion
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Exporting3m 16s
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Licensing or franchising4m 27s
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Joint ventures4m 4s
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Direct investment4m 3s
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6. Resources to Help Gather Information and Make Decisions
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Industry trade groups3m 33s
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7. Marketing-Mix Considerations
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The 4Ps of marketing4m 1s
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Distribution issues4m 2s
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Promotional methods4m 34s
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Conclusion
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Wrapping up1m 34s
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Video: Exporting