Appendices to CBI Export Planner - crecer

CBI Export PlannerIIIThe export marketing mixNow that you have decided to go ahead with your export preparations, your first step is toprepare the marketing mix, the instruments for export marketing. You have finished theanalytical work; now you should start with the constructive part - also called synthesis -of the job. It requires a different mindset and that will complicate things. Some help maybe advisable.Designing the marketing mix implies that all tools and methods you need for exportingwill be made fit for that purpose. Important items in this process of preparation are:1 your product and2 its price in the target market,3 the way the consumer is informed about and4 will respond to your offer and, finally,5 how to handle aspects of manufacturing and quality in reaction to that consumers’response.1. The export productWhat is a product?In theory, you can find a market in industrialized countries for almost every product. Intimes of affluence the end-consumer increases his/her purchasing and so will themanufacturers who need your product for theirs.The product is the company’s pride and wealth. Rightfully so, because it is the result ofmany years of development and optimalization, adapting the products to the needs of thecustomer and manufacturing it in the most efficient way. This sequence is a repetitiveseries of “Adoption, Adaptation and Improvement”, striving to make it the best in themarket.But what is a product?According to the marketing theory, a product is something that “fulfils the needs anddesires of the buyer”. That buyer, customer or consumer, is prepared to pay money forthat fulfilment if he (or she) expects that your product will justify the expense.Having bought it, the customer will - hopefully - experience a certain satisfaction thatwill outweigh the sacrifice of its price. That feeling is what it is all about. And that iswhy marketers are constantly busy with realizing satisfaction. If realised, your customerwill be inclined to buy your product over and over again. Re-purchasing is veryimportant for a company - purely for economic reasons.The customer’s first purchase is essential for success. The supplying company will spenda lot of money on getting that initial purchase by means of advertizing and promotion.Therefore, that first purchase turns out to be quite expensive for the supplier. Only whenre-purchases occur, the supplier will start earning money.28 III - The export marketing mix