International Marketing 118. 330 Slides

Assessing Organizational Readiness

• Capitalize on Strengths in Domestic Markets
• Provide the Financial Resources for the Job
• Human Resource Requirements are High
• Must Possess Export-Related Skills
• Ability to Speak Foreign Languages
• Familiarity with Foreign Languages/Business Practices
• Possess Contacts in Potential Foreign Target Markets
• Develop Contacts in Canadian Export Community
• Gain Experience in International Negotiating
• Experience Technical Aspects of International Trade
• Develop Ability to Assess Market Potential
• Be Involved in Continuous Training to Acquire Expertise

Assessing Organizational Readiness (cont.)

• Must Have Top-Level Commitment
• Any Reservations About Entering Foreign Markets?
• Is Exporting Viewed as Peripheral or Sporadic?
• Resistance to Developing a Strategic Export Market Plan?
• Willing to Devote Many Hours to Export Development
• Prepared to Trade-Off Profits in Short-Run?
• Interested in Long-Term International Relationships?

Assessing Organizational Readiness (cont.)

• Is the Organization Structured for Expansion?
• Past Growth Experience--Foreign or Domestic?
• Young, Energetic Staff with Drive and Ambition?
• Sound Organizational Structure
• Boundary Spanning
• Interorganizational Communication
• Continuous Learning Culture
• Market Intelligence Sensing Capability
• Flexibility, Adaptability, Viability

Marketing Communications

• Public Relations
• Sales Promotions
• International Advertising
• The message
• Information source
• Encoding
• Message channel
• Decoding
• Receiver
• Feedback
• Noise

Marketing Communications

• Legal Issues
• Puffing
• Comparative Advertising
• Specific Product prohibitions
• Use of media
• Truth in advertising
• Language and symbolism Issues