Export Marketing
According to B. S. Rathor:
Export marketing means the marketing of goods and services beyond the national boundaries, and it includes the management of marketing activities for products that cross the national boundaries of a country.
Export marketing is a systematic process of developing and distributing goods and services in overseas markets. The export marketing manager needs to undertake various marketing activities, such as marketing research, product design, branding, packaging, pricing, promotion etc.
The focus of export marketing is on the customer. The exporter needs to identify customers‟ needs and wants and accordingly design and develop products to generate and enhance customer satisfaction. The focus on customer will not only bring in higher sales in the overseas markets, but it will also improve and enhance goodwill of the firm.
Some of the Export Marketing Features
Export marketing brings name and goodwill to the export firm. Also, the country of its origin gets a reputation. The reputation enables the export firm to command good sales in the domestic and export markets.
Exports are important for all countries whether developed or underdeveloped. The need/importance/advantages of export marketing at the national level can be explained from the viewpoint of a country and that of business organization.
Almost all countries of the world want to prosper in a peaceful environment. One way to maintain political and cultural ties with other countries is through international trade.
Exports are needed for promoting economic and industrial development. The business grows rapidly if it has access to international markets. Large-sole exports bring rapid economic development of a nation.
There can be optimum use of resources. For example, the supply of oil and petroleum products in Gulf countries is in excess of home demand. So the excess production is exported, thereby making optimum use of available resources.
