BUSINESS CYCLE
...ing with - what they like or dislike, what languages they speak, there income, education, social background...He needs to know how they behave, their habits, their way of life, things they are used to... He needs to know about the geography of each market - where it is, how far it is, whether the land is surrounded by water or mountains and what type of climate it has. The economic characteristics of export market shows us what kind of work the people do, how much money the people have and how and where they spend it. GEOGRAPHY - Mountains often present barriers to transport, and it is often cheaper to send goods around mountain ranges then across them. This isn’t the case in countries where tunnels and expensive road and rail links have been driven trough or across these natural barriers. An exporter should be aware of these problems of access and know where to find information about the best means of transport. !!! GOVERNMENT ECONOMIC POLICES - An exporter must keep himself informed about government regulations and polices in countries where he sells, or hopes to sell, his goods. The government may impose restrictions on imports of certain goods so that their own industries may be protected from competition. 3. EXPORT MARKETING involves using a variety of techniques in a suitable way and working a series of correct decisions about the many options that one has, while always keeping in mind the requirements and characteristics of the market itself. MARKETING MIX is the particular combination of techniques used and the choices made in order to market products in a specific situation. Some of the variables in the marketing mix are: *the product, *its presentation, *its price, *the marketing channels, *the marketing communications, *its physical distributions PACKAGING - Good packaging can not only make a product more attractive, but also more convenient to use. 4.!!! PRODUCT DESIGN - The exporter must find out what a customer needs, and then make sure that the product fits that need. Product design is about making things as near as possible to what the customer is likely to need, want and like. !!! BRAND IMAGE - The first purpose of product presentation is to catch the customer’s eye. And the second purpose is to give the product a »brand image« so that it cannot be mistaken for anyone else’s products. Competition in export markets is very fierce, and there are usually several firms selling similar products. PACKING - It is important that the packing makes it clear who the producer is. When the customer is pleased with what he has bought, he is willing to look at or to buy also the other products from the same firm. 5. MARKETING CHANNELS are the channels trough which sales are achieved and products are distributed. !!! MIDDLEMEN - importer or distributor (uvoznik, distributer), wholesaler (grosisti), retailer (malo prodaje) TARGET CUSTOMERS are the people who are most likely to buy our products. CHANNELS - An exporter must choose the appropriate marketing channel for his product in a particular market. To select the right channel for his product an exporter must first know what kinds of people or companies are most likely to bus it. 6. MARKETING COMMUNICATIONS - This means all the ways of sending sales-oriented messages to the people in the market we wish to influence. ADVERTISING - This means purchasing space or time in a medium in order to present a message. MEDIUM - This is a means of sending messages. The word »media« is plural of »medium«. Examples of media range from television to direct mail. THE TARGET AUDIENCE - are all the people in the market we wish to influence. PUBLICITY has often a more specific meaning and that is: placing messages in media by means other than paid advertising. PERSONAL SELLING is selling from door to door, that means that you sell the products to th...