International Marketing and the Trading System

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22 Nov 2002
9789213615331 (PDF)

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This study deals with marketing principles and key managerial decisions facing small and medium-sized enterprises in developing and transition economies. It identifies and analyzes regulatory problems in export markets and presents case studies illustrating how business firms, in a variety of countries and industries, are affected by regulatory change and how they respond to it.

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  • Mark Click to Access
  • Acknowledgements
  • Note
  • Introduction
  • The manager in the trading system

    Managers have no time to lose and ‘rational ignorance’ is one way of dealing with the time shortage. What aspects of the World Trade Organization are most relevant for business leaders? What are the new trends in the trading system which affect a country’s firms? Who are the winners and losers in the globalization process? What are the strategic options available to firms responding to the threats and opportunities of trade liberalization and deregulation? These are some of the questions that managers should deal with in the globalization process.

  • The business firm and barriers to exporting

    This chapter introduces the concept of ‘regulatory trade resistance’ as one of the major determinants of export performance and presents a marketing classification of internal (inside the firm) and external (outside the firm) barriers to exporting. The term refers to the cost effect of a wide range of rules and measures, procedures and related real-life practices which imply additional costs to the firm in terms of the money and effort needed to enter and operate in an export market.

  • Marketing management within the international trading system

    Managers have to decide where to export to and how to allocate their firms’ marketing budgets to the various variables that these firms control. There are numerous marketing variables, but a traditional firm in a developing country will concentrate on product and price, and neglect distribution, promotion and customer services. This chapter reviews how market choice is affected by the hierarchy of arrangements in the trading system and how the mix of marketing variables must be adjusted to regulatory export requirements.

  • Managing regulatory issues in exporting

    How can a business firm learn about regulations in export markets and how should it analyse the information and organize itself to get cargo through customs? Each exporter needs a functional organizational structure, a set of procedures and systems to search for information abroad and to respond to the regulatory environment. This chapter deals with regulation as an internal (inside the firm) barrier to exports and discusses the means of overcoming it through information search and analysis, feedback to operations, organizing and managing customs services.

  • Business strategy and regulatory change

    A strategy is a general plan for the conduct of business. Every export firm that wants to develop and prosper needs some form of strategy. A company’s strategic fit with the trading environment has to be continuously reconsidered because it is likely to erode. Regulation and technology will probably remain the two most important forces driving environmental change for enterprises in developing countries. Strategy is like a game of chess, no a priori solution can be the right one in all circumstances. Managers should study past games in order to develop their judgement and understanding of the driving forces that shape the business environment.

  • Case studies

    The application of marketing concepts and techniques is often described as a combination of art and science. Decision-making in export marketing is a skill that is developed over time, through practice. The purpose of this series of cases is to provide the reader with an opportunity to develop an understanding of the world trading system by relating WTO rules and procedures to real export problems facing managers in developing countries and transition economies.

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