chapter
4 Pages

Introduction

WithMarlies Harlaar, Otto de Leeuw

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book introduces the phases of export development, various strategic rationales for starting export, an export test and export plan, and the role of the Dutch Government. It focuses on how to define countries and markets of possible interest. The book looks at the challenging aspects of culture, the necessary adaptations to the marketing mix and cultural differences in Germany and Belgium, countries that are often first in line for Dutch exports. It provides SWOT analysis, using for input the data and information. The book briefly describes the most commonly used methods and indicate the major advantages and disadvantages. It deals with the tools of the marketing mix and the way they need to be formulated in given situations.