Verfügbarkeit: The CIM handbook of export marketing

The CIM handbook of export marketing: [a practical guide to opening and expanding markets overseas]

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Bibliographische Detailangaben
1. Verfasser:	Noonan, Chris (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Oxford [u.a.] Butterworth-Heinemann 1996
Schriftenreihe:	The marketing series
Schlagworte:	Exportmarketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXII, 583 S. Ill., graph. Darst.
ISBN:	0750625732

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents Foreword xjx Introduction xxj Part One Organizing for Exports and Identifying the Opportunities 1 1 Why export? 3 Political activity 4 Economic activity 4 Social activity 4 How the company benefits from exporting 5 The broader international opportunities 6 Checklist 1.1 Exporting - the benefits and opportunities 8 2 Organizing for exports 9 Export department functions 9 Functional responsibilities 10 Export management roles 12 Skills and qualities in the international marketer 12 Export structures and organization 13 Activity needs analysis 13 Developing the organization 15 Variations in specialization 17 Span of control limitations 17 Other specialized structures 19 Other organizational considerations 20 Measuring the export marketer s performance 21 Quantitative performance measures 21 Qualitative performance measures 21 Checklist 2.1 Effective organizational structure 22 Checklist 2.2 Export manager functional responsibilities 24 Checklist 2.3 Typical export management roles 31 Checklist 2.4 How can the export marketer s job be measured? 34 vi Contents 3 Preliminary desk research 35 Identifying current exports and potential target markets 36 Obtaining import data 38 Sources of desk research data 39 Identification of potential importers and distributors 40 Import data 40 References from other exporters 40 Government export agencies 41 Chambers of commerce 41 Banks 41 Telephone directories 41 Shipping lines 42 Trade directories 42 Credit agencies 42 Trade associations 42 Published market research 42 Market research agencies 42 Advertising agencies 42 Auditors 43 Further desk research 43 Health and ingredient laws and published standards 43 Labelling and packaging 43 Import licences and quotas 44 Exchange restrictions 44 Internal market data 45 Enquiry correspondence 45 Prioritizing markets 48 Checklist 3.1 Desk research 50 4 Market exploratory visits and distribution considerations 51 Introductory letters 51 Planning the trip 52 Content and planning of meetings 53 Distribution channels 54 Factors in studying distribution needs 54 Some alternative distribution chains 55 The potential importer, agent or distributor 56 Sole importer and distributor 58 Agent 58 Importer with distributor 58 Confirming house 59 Export agent 59 Contact reports 59 Initial survey 60 Repeat visit to agent 60 Follow-up 61 Checklist 4.1 Initial market visit 63 Contents vii Part Two The Selection, Management and Motivation of Agents and Distributors 65 5 Identifying and selecting agents and distributors 67 Considerations in selection of the agent or distributor 67 Agent questionnaire 70 Agency/distributor agreements 75 Customer contact 76 Checklist 5.1 Selecting agents/distributors 77 6 Managing agents and distributors 79 The export marketer s role with distributors 79 The role of the distributor 80 The role of the sales agent 81 Activity with distributors 81 Communicating 81 Planning 82 Motivating 82 Performance monitoring 82 Training 83 The export marketer s visit to the distributor 83 Field work 84 Conducting market field audits 84 Training distributors 86 Training stages 86 Basic training 87 Company knowledge 87 Product knowledge 87 Professional selling skills 88 Sales management 89 Field training 90 Functional activities 90 Sales techniques 91 Organization 91 Attitudes 91 A framework for training 92 Contact reports - further pointers 92 Contact report coverage 92 Problems in managing agents and distributors 93 Lack of direct control 93 Diversity of products represented 95 Conflicting pressures from other suppliers 95 Limited resources 95 Levels of skills and motivation 95 Different motivations of the parties 96 Difficulty in obtaining information 96 Remote control management 96 The motivational model 100 viii Contents Checklist 6.1 Studies and discussions in the market 101 Checklist 6.2 Distributor training programme 104 Checklist 6.3 Typical contact report coverage 106 7 Auditing agents and distributors 107 Why conduct an audit? 107 Distributor audit measures 109 Quantitative measures 109 Qualitative measures 109 A model audit format 109 8 Agency and distributor agreements 115 Alternative approaches to representation in foreign markets 115 Exclusive sales agreements 116 Export distribution agreement 117 Representation to regions and market sectors 117 Clauses in exclusive agreements 117 Major issues to be covered in an agreement 120 Product exclusivity and product range or extensions 120 Territorial exclusivity 120 Rights to supply other parties 121 Limitations to export to other territories 121 Method of quoting prices 121 Duties of the principal and the agent/distributor 121 Performance clauses 121 Special storage, handling and packaging 121 Principal s right to accept or refuse orders 122 Market pricing and costing guidelines 122 Marketing programmes and planning 122 Promotional responsibilities and materials 122 Payment terms 122 Commission arrangements 123 Reporting/marketing information reports 123 Training of agent or distributor personnel 124 Warranties 124 Indemnities 124 Limits of authority 124 Confidentiality clauses 124 Trade mark/patent and intellectual property protection 125 Dispute handling 125 Duration of the agreement 125 Assignability 125 Termination 125 Non-waiver clauses 125 Entire agreement clause 125 Force majeure clause 126 Applicable country for legal enforcement and interpretation 126 Other clauses 126 Contents ix Agency versus distribution arrangements 127 Independence of the distributor 127 Interdependence with the agent 127 Researching potential agents 128 Limits to agent s authority 128 Disclosure of agency arrangement 128 Duties of principal and agent 128 The agent 128 Disclosure of facts 128 Compliance with instructions 128 Conflict of interest 129 Secret profits 129 Confidentiality 129 Accounting 129 The principal 129 Commission 130 Commissions on external sales 130 Expenses 130 Support of the agent 130 Written agreements 130 Supplementary agency matters 130 Del credere risk 130 Stocks 131 Export houses 131 Freight forwarders 131 Agent of necessity 132 Country of jurisdiction 132 Style of agreement 132 European Union law 133 European Union Directive 86/653 on self-employed commercial agents 134 Obligations of the commercial agent and the principal 134 Remuneration of the agent and commissions on sales 134 An agent s entitlement to commission 135 Shared commissions and exclusions 135 Rights to information on commission calculations 135 Contracting and terminating agency contracts within the European Union 136 Indemnity and compensation of commercial agents 136 Restraint of trade clauses 137 Checklist 8.1 Typical clauses and scope of agency and distribution agreements 138 Part Three Marketing and Planning Considerations in Exporting 143 9 Marketing principles in an international context 145 Marketing in the global context 145 What is marketing? 149 The marketing mix 149 The value chain approach in marketing 149 Key factors in developing marketing strategies 152 Market segments and destination markets 153 x Contents Stages in the product life cycle 153 Consumer/user needs 156 Product differentiation attributes 156 Availability of market research data 156 Market share and distribution objectives 156 Checklist 9.1 Applying marketing principles to export markets 158 10 Developing an export strategy 159 Why plan? 159 Stages in the planning process 160 An international strategy committee 161 Marketing planning 163 The marketing strategy planning process 165 Developing your strategy 168 Decision areas in strategy development 169 Product differentiation 170 Adding value through differentiation in marketing 172 Differential advantage 174 Market segmentation 175 Criteria for segmenting markets 176 Segmentation factors 176 Characteristics for segmentation 179 Consumer characteristics 179 Industrial characteristics 179 Other issues in segmentation 180 Mapping trade channels 181 Using trade channel data 186 Product profit management and investment strategies 189 Spend in the marketing mix 189 Target market/segmentation factors 189 Brand positioning 191 Weighting the budget 191 Level of spend 191 Checklist 10.1 A typical brand planning process 194 Checklist 10.2 Decision areas in strategy development 196 Checklist 10.3 Considerations in market segmentation 198 Checklist 10.4 Trade channel mapping 200 Checklist 10.5 A range of international opportunities 201 11 Inputs to export market planning 202 Contributions to export marketing planning 202 Historical market and performance data in planning 203 Key planning assumptions 205 Market size 206 Market dynamics 206 Spend 208 Organization changes 208 Parallel activity 209 Government regulations 209 Competitor activity 209 Contents xi Socio-economic factors 210 Demographic factors 211 Market concentration versus market spread 212 Market concentration 213 Market groupings 214 Market spread 214 Checklist 11.1 Export planning - the planning framework 216 Checklist 11.2 Export planning - using historical market data 217 Checklist 11.3 Export planning - key planning assumptions 218 Checklist 11.4 Market concentration versus market spreading 221 12 Implementing an export strategy and monitoring performance 223 Tactical and strategic responses to typical objectives 223 Implementing the market plan through a distributor 223 Continuous monitoring 225 Competitive benchmarking 231 Checklist 12.1 Competitive benchmarking 232 13 Market research in market planning 233 International product development - the opportunities 233 The flexible thought process 234 Marketing standardized products versus modified products 235 What is market research? 236 The focus of market research 237 Considerations in deciding between internal and external research 240 Export marketer activity in relation to market research 241 Issues for a market research agency in designing research 241 How errors arise in market research 245 The export marketer and data sources 246 Field audits as a source of market data 246 Guidelines for conducting field audits 247 Researching the macro market environment 248 Checklist 13.1 Opportunities for international expansion 254 Checklist 13.2 Marketing information and research 255 14 Export sales forecasting 257 Terminology associated with sales forecasting 258 Planning time spans 260 What to forecast 260 Typical considerations in forecasting 260 Approaches to forecasting 261 Macro forecasting 262 Micro forecasting 264 Main methods of developing forecasts 264 Current demand 265 Total market potential 265 Industry sales and market shares 266 Multiple factor index method 267 Market build-up method 267 Future demand 267 Time series analysis 267 xii Contents Statistical demand analysis 268 Market sales tests 268 Expert opinion 269 Exporters opinions 269 Surveys of future buying plans 270 Other considerations in forecasting 270 Inflation 270 Seasonal trends 271 Cyclical trends 272 Random fluctuations 272 Product life cycles 272 Developing a practical market forecast 273 Information inputs for forecasting 273 Tabulating data and projecting trends in moving annual formats 274 Moving annual data 274 Moving annual totals 274 Moving monthly averages 274 The 21 chart in monitoring performance 278 Developing forecasts from actual data and seasonal deviations 280 Developing a forecast from moving monthly averages 280 Forecasting from moving annual total data 284 Problems in using trend data based on past sales 286 Building forecasts from local market sales data 288 The importance of key accounts 288 Building targets for a larger customer base 291 Checklist 14.1 Forecasting and planning 293 15 Export administration and performance monitoring 296 Shipping department records 297 Shipping log book 297 Quotation book 297 Order progress record 299 Monitoring export sales performance 301 Analyses of export shipments 303 Market share of exports 308 Monitoring profitability of export markets 312 Monitoring a distributor s local performance 314 What to monitor 314 Market share 315 Sales performance 316 Monitoring monthly sales against local sales budgets 316 Monitoring distributor stock and order positions in relation to sales 320 Presenting local market sales monitoring data 324 Checklist 15.1 Export controls and performance measurement 326 16 Export pricing and costing 328 Pricing considerations 328 Approaches to product pricing 329 Marketing aspects of product pricing 332 Price in relation to distributors considerations 333 Contents xiii Price in relation to suppliers marketing strategies 334 Price in relation to competitive activity 335 Price in relation to the market environment 336 Elements of price and buyer perceptions in relation to price 337 Price mapping 338 Pricing questions and the marketer 338 Exchange rate variations and price 339 Distributor reports 340 Export price lists 340 Price-controlled imports 341 Costing considerations 341 Standard costing 342 Marginal costing 344 The cost-plus approach to export costing and pricing 347 Parallel exports and imports 349 Cross-border smuggling 350 Points of ownership transfer 351 Developing and using trade terms in export markets 352 What the trade looks at 352 Credit 354 Guidelines for credit 354 Discounts 354 Types of motivational discount 355 Minimum orders 355 Guidelines for establishing minimum orders 356 Checklist 16.1 Pricing and costing considerations 357 Checklist 16.2 Other market considerations in pricing 360 Checklist 16.3 Trade terms and customer credit 361 17 Packaging for export 363 Physical suitability 364 Physical protection during transportation and handling 364 Perishability - heat and humidity protection 365 Rules and regulations 367 Label information 367 Language 367 Label approvals 368 Dangerous goods 368 Product identification and positioning 368 Communication with distributors, users and consumers 369 Local culture 369 Forgeries 369 Purchase motivations 370 Product use information 370 Opportunities to promote industrial products through packaging 371 Customer s specifications 371 Packaging and freight 373 Facilitating ease of handling in distribution channels 373 Size of product packs 373 Convenience of handling 373 xiv Contents Clear warning notices 374 Contents identification 374 Checklist 17.1 Packaging considerations 375 Part Four Marketing Communications 377 18 Developing the communications strategy 379 The marketing communications mix 380 Sales calls to customers 381 Product sampling or demonstration 382 Mailshots 382 Advertising 383 Point of sale material 384 Media mentions 385 Sales promotions 385 Perceptual and factual impacts of marketing communications 385 Sales calls to customers 386 Media advertising 387 Promotions 387 Brands publicity 387 Price 387 Product features and benefits 387 Distribution 387 How marketing communications work in the market 389 Checklist 18.1 Marketing communications 390 19 Advertising in the marketing communications mix 392 The role of media communications 393 Trade channel communications 393 The effects of advertising 394 Should we advertise? 395 Marketing communications in relation to consumers 396 Budgeting for advertising and promotions 398 A task approach to marketing communications budgets 400 Developing an advertising brief 400 Guidelines for an advertising proposal 401 Concept testing advertisements 403 Testing techniques 404 Selecting the right media 407 Guidelines for developing cross cultural media communications 408 Campaign timings 408 Media schedules 409 Checklist 19.1 Product advertising brief format 414 Checklist 19.2 Advertising proposal 416 20 Brands publicity 417 Using brand publicity activity 417 Brands publicity opportunities 418 Guidelines for developing brands publicity messages 420 Brands publicity in relation to public relations 420 Contents xv Carrying the brands publicity message 422 Brands publicity timing 422 Checklist 20.1 Brands publicity opportunities and action plan 424 21 Export sales promotion 426 Promoting industrial products 427 Trade journals and buyers guides 427 Direct mailshots 427 Advertising 427 Trade shows 428 Videos and information packages for computers 428 Promoting consumer goods 429 Durable consumer goods 429 Branded non-durable consumer goods 430 Advertising 430 Consumer promotions 431 In-store demonstrations 432 Point of sales material 432 Export sales promotion 433 Definitions 435 Using promotions in the marketing communications mix 435 Advantages of sales promotions 435 A decision-making framework for evaluating promotion options 437 Types of sales promotion 437 The advertising and promotion plan 442 Promotion planning 442 Setting promotion objectives 447 A promotional brief format 452 Evaluating and monitoring promotions 452 Key account promotional activity 456 Guidelines for developing promotional materials 456 Financing advertising and promotions 458 Advertising reserves 459 Distributors contributions 459 Exhibitions 460 Exhibition objectives 460 Which exhibition? 460 Exhibition planning 461 Exhibition follow-up 461 Appendix 21.1 Typical focuses of sales promotions - examples 463 Checklist 21.1 Basic promotion planning 467 Checklist 21.2 Export sales promotion 469 Checklist 21.3 Promotion formats 470 Checklist 21.4 Exhibition planning 471 Part Five Regulatory and Legal Aspects of International Marketing 473 22 Regulation of trade 475 Export licences 475 xvi Contents 4.77 Export quotas * Import licences 477 Basis of allocation 477 Transferability of licences 478 Import quotas 478 Exchange control 478 Outward exchange control 478 Inward exchange control 479 Customs controls and reporting 479 Monitoring export sales 479 Duty drawback 479 Monitoring imports 480 Bonded goods 480 Sales and value-added taxes 480 The paperwork burden 481 Proof of origin 481 Other legal considerations in international trade 482 International corruption 482 Compensation on terminating agreements 482 Restrictive practices in the European Union 483 Jurisdiction of laws governing contract and performance 483 Illegal contractual terms 484 Litigation 484 Arbitration 484 Checklist 22.1 Regulation of trade 486 23 Intellectual property protection 487 Patents 489 Basis of patentability 489 Contesting patents 490 European patents 491 Trade marks 491 The role and value of trade marks 492 Who can register a trade mark? 492 International conventions 494 Cultural considerations 494 Cancellation of trade marks 494 Copyright 496 Nature and ownership of copyright 496 Industrial designs 497 Confidential information 497 Intellectual property in the European Union 498 European patents 498 Trade marks in the European Union 498 Copyright in the European Union 498 Infringement of patents, trade marks and copyrights 499 Patent infringement 499 Trade mark infringement and passing off 499 Copyright infringement 500 Licensing patents, trade marks and copyrights 501 ^ Contents xvii Licensing patents 501 Trade mark licensing and user agreements 502 Assignment or license of a copyright 502 Checklist 21.3 Protecting your intellectual property 504 Part Six Developing Markets Further 507 24 Foreign brances and subsidiaries 509 Branches 511 Benefits of branches 511 Branch office location 511 Compliance with local regulations 512 Branch managers 512 Conditions of employment 512 Developing and integrating the branch manager 513 Foreign legislation 514 Subsidiaries and joint ventures 515 Why consider subsidiaries and joint ventures? 515 Selecting local partners 517 Local investment aid 517 Local staffing 517 Reporting requirements 517 Checklist 24.1 Branches, subsidiaries and joint ventures 519 25 Joint selling organizations 521 External independent organizations 521 Shared foreign sales offices 521 Trading companies 521 Export management companies 522 Trade associations 523 Group marketing companies 523 Benefits in integrating resources 524 Some organizational alternatives 524 Consortia 526 Performance bonds 527 Warranties 527 Insurance 527 26 Developing markets through licensing and franchising 528 An introduction to licensing and franchising 529 What is licensing? 529 What is franchising? 530 Main differences between licensing and franchising 530 Why consider licensing? 532 Why consider franchising? 533 What can you license or franchise? 533 Exclusivity of content of licence 534 Benefits of licensing and franchising 534 Benefits and disadvantages to the licensor/franchisor 534 xviii Contents Benefits to the licensee or franchisee 535 National benefits 5^ Considerations in finding market opportunities 536 Prioritizing markets for licensing 6 Identifying potential licensees 7 Evaluating potential licensees 538 Who to franchise 539 The partnership of licensing and franchising 539 Licensor inputs Licensee inputs 540 Government involvement in licensing 541 Outward transfer 541 Inward licensing 541 Financial aspects of licensing 543 The value in a licence 543 Pricing the licence 543 Returns from licensing 544 Other potential sources of income from licensing 544 Returns from franchising 545 Using market data in the negotiation process 545 Protecting intellectual property 545 Copyright in operations manuals 546 Know-how 546 Strategic considerations in licensing 547 Corporate structural considerations 547 Other licensing considerations 548 Structuring a licensing agreement 548 Major issues covered in a licensing agreement 548 Licensing in the European Union 550 Checklist 26.1 Licensing opportunities 552 Checklist 26.2 Who will benefit from licensing, and how? 554 Checklist 26.3 Prioritizing for licensing opportunities 556 Checklist 26.4 Identifying and evaluating potential licensees 557 Checklist 26.5 Providing inputs to a licensing arrangement 558 Checklist 26.6 Government involvement in inward licensing 559 Checklist 26.7 Financial aspects of licensing 561 Checklist 26.8 Protecting intellectual property for licensing 563 Checklist 26.9 Typical clauses in a licensing/franchising agreement 565 Glossary: Standard export terms and abbreviations 569 Appendix 1 Useful contacts in the United Kingdom 573 Index 577
adam_txt	Contents Foreword xjx Introduction xxj Part One Organizing for Exports and Identifying the Opportunities 1 1 Why export? 3 Political activity 4 Economic activity 4 Social activity 4 How the company benefits from exporting 5 The broader international opportunities 6 Checklist 1.1 Exporting - the benefits and opportunities 8 2 Organizing for exports 9 Export department functions 9 Functional responsibilities 10 Export management roles 12 Skills and qualities in the international marketer 12 Export structures and organization 13 Activity needs analysis 13 Developing the organization 15 Variations in specialization 17 Span of control limitations 17 Other specialized structures 19 Other organizational considerations 20 Measuring the export marketer's performance 21 Quantitative performance measures 21 Qualitative performance measures 21 Checklist 2.1 Effective organizational structure 22 Checklist 2.2 Export manager functional responsibilities 24 Checklist 2.3 Typical export management roles 31 Checklist 2.4 How can the export marketer's job be measured? 34 vi Contents 3 Preliminary desk research 35 Identifying current exports and potential target markets 36 Obtaining import data 38 Sources of desk research data 39 Identification of potential importers and distributors 40 Import data 40 References from other exporters 40 Government export agencies 41 Chambers of commerce 41 Banks 41 Telephone directories 41 Shipping lines 42 Trade directories 42 Credit agencies 42 Trade associations 42 Published market research 42 Market research agencies 42 Advertising agencies 42 Auditors 43 Further desk research 43 Health and ingredient laws and published standards 43 Labelling and packaging 43 Import licences and quotas 44 Exchange restrictions 44 Internal market data 45 Enquiry correspondence 45 Prioritizing markets 48 Checklist 3.1 Desk research 50 4 Market exploratory visits and distribution considerations 51 Introductory letters 51 Planning the trip 52 Content and planning of meetings 53 Distribution channels 54 Factors in studying distribution needs 54 Some alternative distribution chains 55 The potential importer, agent or distributor 56 Sole importer and distributor 58 Agent 58 Importer with distributor 58 Confirming house 59 Export agent 59 Contact reports 59 Initial survey 60 Repeat visit to agent 60 Follow-up 61 Checklist 4.1 Initial market visit 63 Contents vii Part Two The Selection, Management and Motivation of Agents and Distributors 65 5 Identifying and selecting agents and distributors 67 Considerations in selection of the agent or distributor 67 Agent questionnaire 70 Agency/distributor agreements 75 Customer contact 76 Checklist 5.1 Selecting agents/distributors 77 6 Managing agents and distributors 79 The export marketer's role with distributors 79 The role of the distributor 80 The role of the sales agent 81 Activity with distributors 81 Communicating 81 Planning 82 Motivating 82 Performance monitoring 82 Training 83 The export marketer's visit to the distributor 83 Field work 84 Conducting market field audits 84 Training distributors 86 Training stages 86 Basic training 87 Company knowledge 87 Product knowledge 87 Professional selling skills 88 Sales management 89 Field training 90 Functional activities 90 Sales techniques 91 Organization 91 Attitudes 91 A framework for training 92 Contact reports - further pointers 92 Contact report coverage 92 Problems in managing agents and distributors 93 Lack of direct control 93 Diversity of products represented 95 Conflicting pressures from other suppliers 95 Limited resources 95 Levels of skills and motivation 95 Different motivations of the parties 96 Difficulty in obtaining information 96 Remote control management 96 The motivational model 100 viii Contents Checklist 6.1 Studies and discussions in the market 101 Checklist 6.2 Distributor training programme 104 Checklist 6.3 Typical contact report coverage 106 7 Auditing agents and distributors 107 Why conduct an audit? 107 Distributor audit measures 109 Quantitative measures 109 Qualitative measures 109 A model audit format 109 8 Agency and distributor agreements 115 Alternative approaches to representation in foreign markets 115 Exclusive sales agreements 116 Export distribution agreement 117 Representation to regions and market sectors 117 Clauses in exclusive agreements 117 Major issues to be covered in an agreement 120 Product exclusivity and product range or extensions 120 Territorial exclusivity 120 Rights to supply other parties 121 Limitations to export to other territories 121 Method of quoting prices 121 Duties of the principal and the agent/distributor 121 Performance clauses 121 Special storage, handling and packaging 121 Principal's right to accept or refuse orders 122 Market pricing and costing guidelines 122 Marketing programmes and planning 122 Promotional responsibilities and materials 122 Payment terms 122 Commission arrangements 123 Reporting/marketing information reports 123 Training of agent or distributor personnel 124 Warranties 124 Indemnities 124 Limits of authority 124 Confidentiality clauses 124 Trade mark/patent and intellectual property protection 125 Dispute handling 125 Duration of the agreement 125 Assignability 125 Termination 125 Non-waiver clauses 125 Entire agreement clause 125 Force majeure clause 126 Applicable country for legal enforcement and interpretation 126 Other clauses 126 Contents ix Agency versus distribution arrangements 127 Independence of the distributor 127 Interdependence with the agent 127 Researching potential agents 128 Limits to agent's authority 128 Disclosure of agency arrangement 128 Duties of principal and agent 128 The agent 128 Disclosure of facts 128 Compliance with instructions 128 Conflict of interest 129 Secret profits 129 Confidentiality 129 Accounting 129 The principal 129 Commission 130 Commissions on external sales 130 Expenses 130 Support of the agent 130 Written agreements 130 Supplementary agency matters 130 Del credere risk 130 Stocks 131 Export houses 131 Freight forwarders 131 Agent of necessity 132 Country of jurisdiction 132 Style of agreement 132 European Union law 133 European Union Directive 86/653 on self-employed commercial agents 134 Obligations of the commercial agent and the principal 134 Remuneration of the agent and commissions on sales 134 An agent's entitlement to commission 135 Shared commissions and exclusions 135 Rights to information on commission calculations 135 Contracting and terminating agency contracts within the European Union 136 Indemnity and compensation of commercial agents 136 Restraint of trade clauses 137 Checklist 8.1 Typical clauses and scope of agency and distribution agreements 138 Part Three Marketing and Planning Considerations in Exporting 143 9 Marketing principles in an international context 145 Marketing in the global context 145 What is marketing? 149 The marketing mix 149 The value chain approach in marketing 149 Key factors in developing marketing strategies 152 Market segments and destination markets 153 x Contents Stages in the product life cycle 153 Consumer/user needs 156 Product differentiation attributes 156 Availability of market research data 156 Market share and distribution objectives 156 Checklist 9.1 Applying marketing principles to export markets 158 10 Developing an export strategy 159 Why plan? 159 Stages in the planning process 160 An international strategy committee 161 Marketing planning 163 The marketing strategy planning process 165 Developing your strategy 168 Decision areas in strategy development 169 Product differentiation 170 Adding value through differentiation in marketing 172 Differential advantage 174 Market segmentation 175 Criteria for segmenting markets 176 Segmentation factors 176 Characteristics for segmentation 179 Consumer characteristics 179 Industrial characteristics 179 Other issues in segmentation 180 Mapping trade channels 181 Using trade channel data 186 Product profit management and investment strategies 189 Spend in the marketing mix 189 Target market/segmentation factors 189 Brand positioning 191 Weighting the budget 191 Level of spend 191 Checklist 10.1 A typical brand planning process 194 Checklist 10.2 Decision areas in strategy development 196 Checklist 10.3 Considerations in market segmentation 198 Checklist 10.4 Trade channel mapping 200 Checklist 10.5 A range of international opportunities 201 11 Inputs to export market planning 202 Contributions to export marketing planning 202 Historical market and performance data in planning 203 Key planning assumptions 205 Market size 206 Market dynamics 206 Spend 208 Organization changes 208 Parallel activity 209 Government regulations 209 Competitor activity 209 Contents xi Socio-economic factors 210 Demographic factors 211 Market concentration versus market spread 212 Market concentration 213 Market groupings 214 Market spread 214 Checklist 11.1 Export planning - the planning framework 216 Checklist 11.2 Export planning - using historical market data 217 Checklist 11.3 Export planning - key planning assumptions 218 Checklist 11.4 Market concentration versus market spreading 221 12 Implementing an export strategy and monitoring performance 223 Tactical and strategic responses to typical objectives 223 Implementing the market plan through a distributor 223 Continuous monitoring 225 Competitive benchmarking 231 Checklist 12.1 Competitive benchmarking 232 13 Market research in market planning 233 International product development - the opportunities 233 The flexible thought process 234 Marketing standardized products versus modified products 235 What is market research? 236 The focus of market research 237 Considerations in deciding between internal and external research 240 Export marketer activity in relation to market research 241 Issues for a market research agency in designing research 241 How errors arise in market research 245 The export marketer and data sources 246 Field audits as a source of market data 246 Guidelines for conducting field audits 247 Researching the macro market environment 248 Checklist 13.1 Opportunities for international expansion 254 Checklist 13.2 Marketing information and research 255 14 Export sales forecasting 257 Terminology associated with sales forecasting 258 Planning time spans 260 What to forecast 260 Typical considerations in forecasting 260 Approaches to forecasting 261 Macro forecasting 262 Micro forecasting 264 Main methods of developing forecasts 264 Current demand 265 Total market potential 265 Industry sales and market shares 266 Multiple factor index method 267 Market build-up method 267 Future demand 267 Time series analysis 267 xii Contents Statistical demand analysis 268 Market sales tests 268 Expert opinion 269 Exporters' opinions 269 Surveys of future buying plans 270 Other considerations in forecasting 270 Inflation 270 Seasonal trends 271 Cyclical trends 272 Random fluctuations 272 Product life cycles 272 Developing a practical market forecast 273 Information inputs for forecasting 273 Tabulating data and projecting trends in moving annual formats 274 Moving annual data 274 Moving annual totals 274 Moving monthly averages 274 The '21 chart in monitoring performance 278 Developing forecasts from actual data and seasonal deviations 280 Developing a forecast from moving monthly averages 280 Forecasting from moving annual total data 284 Problems in using trend data based on past sales 286 Building forecasts from local market sales data 288 The importance of key accounts 288 Building targets for a larger customer base 291 Checklist 14.1 Forecasting and planning 293 15 Export administration and performance monitoring 296 Shipping department records 297 Shipping log book 297 Quotation book 297 Order progress record 299 Monitoring export sales performance 301 Analyses of export shipments 303 Market share of exports 308 Monitoring profitability of export markets 312 Monitoring a distributor's local performance 314 What to monitor 314 Market share 315 Sales performance 316 Monitoring monthly sales against local sales budgets 316 Monitoring distributor stock and order positions in relation to sales 320 Presenting local market sales monitoring data 324 Checklist 15.1 Export controls and performance measurement 326 16 Export pricing and costing 328 Pricing considerations 328 Approaches to product pricing 329 Marketing aspects of product pricing 332 Price in relation to distributors' considerations 333 Contents xiii Price in relation to suppliers' marketing strategies 334 Price in relation to competitive activity 335 Price in relation to the market environment 336 Elements of price and buyer perceptions in relation to price 337 Price mapping 338 Pricing questions and the marketer 338 Exchange rate variations and price 339 Distributor reports 340 Export price lists 340 Price-controlled imports 341 Costing considerations 341 Standard costing 342 Marginal costing 344 The cost-plus approach to export costing and pricing 347 Parallel exports and imports 349 Cross-border smuggling 350 Points of ownership transfer 351 Developing and using trade terms in export markets 352 What the trade looks at 352 Credit 354 Guidelines for credit 354 Discounts 354 Types of motivational discount 355 Minimum orders 355 Guidelines for establishing minimum orders 356 Checklist 16.1 Pricing and costing considerations 357 Checklist 16.2 Other market considerations in pricing 360 Checklist 16.3 Trade terms and customer credit 361 17 Packaging for export 363 Physical suitability 364 Physical protection during transportation and handling 364 Perishability - heat and humidity protection 365 Rules and regulations 367 Label information 367 Language 367 Label approvals 368 Dangerous goods 368 Product identification and positioning 368 Communication with distributors, users and consumers 369 Local culture 369 Forgeries 369 Purchase motivations 370 Product use information 370 Opportunities to promote industrial products through packaging 371 Customer's specifications 371 Packaging and freight 373 Facilitating ease of handling in distribution channels 373 Size of product packs 373 Convenience of handling 373 xiv Contents Clear warning notices 374 Contents identification 374 Checklist 17.1 Packaging considerations 375 Part Four Marketing Communications 377 18 Developing the communications strategy 379 The marketing communications mix 380 Sales calls to customers 381 Product sampling or demonstration 382 Mailshots 382 Advertising 383 Point of sale material 384 Media mentions 385 Sales promotions 385 Perceptual and factual impacts of marketing communications 385 Sales calls to customers 386 Media advertising 387 Promotions 387 Brands publicity 387 Price 387 Product features and benefits 387 Distribution 387 How marketing communications work in the market 389 Checklist 18.1 Marketing communications 390 19 Advertising in the marketing communications mix 392 The role of media communications 393 Trade channel communications 393 The effects of advertising 394 Should we advertise? 395 Marketing communications in relation to consumers 396 Budgeting for advertising and promotions 398 A task approach to marketing communications budgets 400 Developing an advertising brief 400 Guidelines for an advertising proposal 401 Concept testing advertisements 403 Testing techniques 404 Selecting the right media 407 Guidelines for developing cross cultural media communications 408 Campaign timings 408 Media schedules 409 Checklist 19.1 Product advertising brief format 414 Checklist 19.2 Advertising proposal 416 20 Brands publicity 417 Using brand publicity activity 417 Brands publicity opportunities 418 Guidelines for developing brands publicity messages 420 Brands publicity in relation to public relations 420 Contents xv Carrying the brands publicity message 422 Brands publicity timing 422 Checklist 20.1 Brands publicity opportunities and action plan 424 21 Export sales promotion 426 Promoting industrial products 427 Trade journals and buyers' guides 427 Direct mailshots 427 Advertising 427 Trade shows 428 Videos and information packages for computers 428 Promoting consumer goods 429 Durable consumer goods 429 Branded non-durable consumer goods 430 Advertising 430 Consumer promotions 431 In-store demonstrations 432 Point of sales material 432 Export sales promotion 433 Definitions 435 Using promotions in the marketing communications mix 435 Advantages of sales promotions 435 A decision-making framework for evaluating promotion options 437 Types of sales promotion 437 The advertising and promotion plan 442 Promotion planning 442 Setting promotion objectives 447 A promotional brief format 452 Evaluating and monitoring promotions 452 Key account promotional activity 456 Guidelines for developing promotional materials 456 Financing advertising and promotions 458 Advertising reserves 459 Distributors' contributions 459 Exhibitions 460 Exhibition objectives 460 Which exhibition? 460 Exhibition planning 461 Exhibition follow-up 461 Appendix 21.1 Typical focuses of sales promotions - examples 463 Checklist 21.1 Basic promotion planning 467 Checklist 21.2 Export sales promotion 469 Checklist 21.3 Promotion formats 470 Checklist 21.4 Exhibition planning 471 Part Five Regulatory and Legal Aspects of International Marketing 473 22 Regulation of trade 475 Export licences 475 xvi Contents 4.77 Export quotas *'' Import licences 477 Basis of allocation 477 Transferability of licences 478 Import quotas 478 Exchange control 478 Outward exchange control 478 Inward exchange control 479 Customs controls and reporting 479 Monitoring export sales 479 Duty drawback 479 Monitoring imports 480 Bonded goods 480 Sales and value-added taxes 480 The paperwork burden 481 Proof of origin 481 Other legal considerations in international trade 482 International corruption 482 Compensation on terminating agreements 482 Restrictive practices in the European Union 483 Jurisdiction of laws governing contract and performance 483 Illegal contractual terms 484 Litigation 484 Arbitration 484 Checklist 22.1 Regulation of trade 486 23 Intellectual property protection 487 Patents 489 Basis of patentability 489 Contesting patents 490 European patents 491 Trade marks 491 The role and value of trade marks 492 Who can register a trade mark? 492 International conventions 494 Cultural considerations 494 Cancellation of trade marks 494 Copyright 496 Nature and ownership of copyright 496 Industrial designs 497 Confidential information 497 Intellectual property in the European Union 498 European patents 498 Trade marks in the European Union 498 Copyright in the European Union 498 Infringement of patents, trade marks and copyrights 499 Patent infringement 499 Trade mark infringement and passing off 499 Copyright infringement 500 Licensing patents, trade marks and copyrights 501 ^ Contents xvii Licensing patents 501 Trade mark licensing and user agreements 502 Assignment or license of a copyright 502 Checklist 21.3 Protecting your intellectual property 504 Part Six Developing Markets Further 507 24 Foreign brances and subsidiaries 509 Branches 511 Benefits of branches 511 Branch office location 511 Compliance with local regulations 512 Branch managers 512 Conditions of employment 512 Developing and integrating the branch manager 513 Foreign legislation 514 Subsidiaries and joint ventures 515 Why consider subsidiaries and joint ventures? 515 Selecting local partners 517 Local investment aid 517 Local staffing 517 Reporting requirements 517 Checklist 24.1 Branches, subsidiaries and joint ventures 519 25 Joint selling organizations 521 External independent organizations 521 Shared foreign sales offices 521 Trading companies 521 Export management companies 522 Trade associations 523 Group marketing companies 523 Benefits in integrating resources 524 Some organizational alternatives 524 Consortia 526 Performance bonds 527 Warranties 527 Insurance 527 26 Developing markets through licensing and franchising 528 An introduction to licensing and franchising 529 What is licensing? 529 What is franchising? 530 Main differences between licensing and franchising 530 Why consider licensing? 532 Why consider franchising? 533 What can you license or franchise? 533 Exclusivity of content of licence 534 Benefits of licensing and franchising 534 Benefits and disadvantages to the licensor/franchisor 534 xviii Contents Benefits to the licensee or franchisee 535 National benefits 5^ Considerations in finding market opportunities 536 Prioritizing markets for licensing "6 Identifying potential licensees "7 Evaluating potential licensees 538 Who to franchise 539 The partnership of licensing and franchising 539 Licensor inputs " Licensee inputs 540 Government involvement in licensing 541 Outward transfer 541 Inward licensing 541 Financial aspects of licensing 543 The value in a licence 543 Pricing the licence 543 Returns from licensing 544 Other potential sources of income from licensing 544 Returns from franchising 545 Using market data in the negotiation process 545 Protecting intellectual property 545 Copyright in operations manuals 546 Know-how 546 Strategic considerations in licensing 547 Corporate structural considerations 547 Other licensing considerations 548 Structuring a licensing agreement 548 Major issues covered in a licensing agreement 548 Licensing in the European Union 550 Checklist 26.1 Licensing opportunities 552 Checklist 26.2 Who will benefit from licensing, and how? 554 Checklist 26.3 Prioritizing for licensing opportunities 556 Checklist 26.4 Identifying and evaluating potential licensees 557 Checklist 26.5 Providing inputs to a licensing arrangement 558 Checklist 26.6 Government involvement in inward licensing 559 Checklist 26.7 Financial aspects of licensing 561 Checklist 26.8 Protecting intellectual property for licensing 563 Checklist 26.9 Typical clauses in a licensing/franchising agreement 565 Glossary: Standard export terms and abbreviations 569 Appendix 1 Useful contacts in the United Kingdom 573 Index 577
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spelling	Noonan, Chris Verfasser aut The CIM handbook of export marketing [a practical guide to opening and expanding markets overseas] Chris Noonan Oxford [u.a.] Butterworth-Heinemann 1996 XXII, 583 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier The marketing series Exportmarketing (DE-588)4153393-8 gnd rswk-swf Exportmarketing (DE-588)4153393-8 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016832177&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Noonan, Chris The CIM handbook of export marketing [a practical guide to opening and expanding markets overseas] Exportmarketing (DE-588)4153393-8 gnd
subject_GND	(DE-588)4153393-8
title	The CIM handbook of export marketing [a practical guide to opening and expanding markets overseas]
title_auth	The CIM handbook of export marketing [a practical guide to opening and expanding markets overseas]
title_exact_search	The CIM handbook of export marketing [a practical guide to opening and expanding markets overseas]
title_exact_search_txtP	The CIM handbook of export marketing [a practical guide to opening and expanding markets overseas]
title_full	The CIM handbook of export marketing [a practical guide to opening and expanding markets overseas] Chris Noonan
title_fullStr	The CIM handbook of export marketing [a practical guide to opening and expanding markets overseas] Chris Noonan
title_full_unstemmed	The CIM handbook of export marketing [a practical guide to opening and expanding markets overseas] Chris Noonan
title_short	The CIM handbook of export marketing
title_sort	the cim handbook of export marketing a practical guide to opening and expanding markets overseas
title_sub	[a practical guide to opening and expanding markets overseas]
topic	Exportmarketing (DE-588)4153393-8 gnd
topic_facet	Exportmarketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016832177&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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