国际贸易实务 Chapter2

Export Promotion
a) Personal Selling（人员推销） Personal Selling is an oral communication with potential buyers
of a product with the intention of making a sale.
1. Preparation Stage p.28
1.1 Preparation for Export
General Procedures of Export 1.1.1 Market Research 1.1.2 Export Promotion 1.1.3 Credit Standing Investigation
1.1.2 Export Promotion p.30
Promotion refers to an activity intended to help the development or success of something, esp. of a product for sale. Here in the text, promotion, or the so-called marketing communication, is one of the 4P’s in marketing mix. It includes all types of sales methods for communication when the exporters market their products. a) Personal Selling（人员推销） b) Non-Personal Selling（非人员推销） c) Marketing Concept （营销理念 ） d) Marketing Mix — 4P’s （营销组合） Now I will explain as bellow:
Q2: What Objects are you Study in Market Research? (continued)
B) Research on the Market
production
consumption price
and its trend the major importing or exporting countries of a particular commodity marketing and promotion Esp. The Four P’s: (p. 30)
Ways to Collect Information p.29
a) Direct Investigation (~ for first-hand information)
Also called field investigation 实地调查或现场调查 Methods: Observational method 观察法 Experimental method 实验法 Questionnaire method 问卷调查法
Quantity、Packing Trade Terms、 Price Payment Transportation、 Insurance
1.1 Preparation for Export
1.1.1 Market Research p.28 Definition: Market Research is a systematic, objective
C) Marketing Concept （营销理念）
We must produce what people want, not what we want to produce.
1.2 Preparation for Import
Three Stages
General Procedures of Export
Step1 Step2 Step3 Step4
Market Research
Research
Select Customer
Credit
on the Countries or Regions Research on the Market Reseห้องสมุดไป่ตู้rch on the Customer
Q1: Where can you collect information & data for market research?
There are two forms of data collection: a) primary research (初级市场调研)
Sales literature /advertising 促销的印刷品/广告; Trade fair and exhibition 商品交易会和展览会; Publicity 公共 宣传; Public relations 公共关系；etc.
Chapter 2
General Procedures of Export and Import Transaction
1 2 3 4
Preparation Stage
Business Negotiation
Implementation of Contract
Settlement of Disputes
Information 3C Principle： Credit、 Capital、 Capacity
Implement export plan Goods Place Quantity Price Payment
Negotiate terms of transaction
Quality、
collection and analysis of data about a particular target market, competition, and environment. Market Research included: a) Conditions of Target Markets (目标市场状况) b) Market Prices (市场价格) c) Customer Preference (消费者偏好) d) Existing Competitors (现有的竞争对手) Conditions of Target Market: a) Political and economic condition b) Climate condition c) Social condition d) Geographic features and facilities of communication e) Legal environment
• The periodicals （期刊）or Trade Directory （商业名录） • Advertisements in newspaper, magazines, or on TV • Business websites • Introduction from friends or other business connections
You can find information from the channels as follows:
• The banks • The Commercial Counselor’s Office（商务参赞处） • The Chambers of Commerce（商会）
e.g. China Council for the Promotion of International Trade (CCPIT)
Q2: What Objects are you Study in Market Research? A) Research on the Countries or Regions
political,
financial and economic conditions; policies, laws and regulations governing foreign trade, foreign exchange control, customs tariffs and commercial practices; foreign trade situation (the structure, quantity, volume of exporting and importing commodities, trading partners and trade restrictions, etc.).
Three ―C‖： Conduct / Character （举止,行为/品行，Reputation） 公司的管理方式、可靠性、商业信誉 Capacity （能力） size /ability of his business 企业规模、经营技能与力量 Capital（资本） how he pays his accounts information about his trade activities 清偿贷款的具体保障，判定其购买力，推断最高购买额

Q3: How to Obtain Customer’s /Client’s Information?
通过银行调查 业务函电往来
工商团体 证信机构
Resources
与客户谈判的材料
我国驻外经济机构
国内外公开出版物
Q4: How to Secure Information about New Customers /Clients?
b) Indirect Investigation (~ for second-hand information )
Methods: Collecting related information & data, then screening it.
C) Investigation Report
It based on the information from the market research to help the upper management to make the right decision. *(cf. 中美学生差异)
• Product Price Place Promotion
Q2: What Objects are you Study in Market Research? (continued)
C) Research on the Customer/ Client Esp. Credit Information of the Customer/Client
b) secondary /desk research (二级市场调研/桌面研究)
Governmental departments 政府部门（例如商务部）; Customs Offices 海关；Trade Missions贸易代表团； Mailing catalogs and price list邮寄公司目录和价目表； Export magazines and trade publications 期刊和贸易 专业类出版物；Private business firms私人公司； The exporter’s local bank 出口商当地银行; etc.
b) Non-Personal Selling（非人员推销）is an selling without direct
communication with the customers, making use of methods to influence the purchasing behavior of the customers. It included: Advertising Sales promotion （推销、促销） Push strategy Pull strategy Public Relations (公关)refers to the interactive activities between the company and the media.