ABSTRACT
Exporters today face increasing uncertainty in the world’s economic, political, and social situations. As well as the usual hurdles of different currencies, tariff rates, exchange rates, and trade policies, exporters have to cope with rapid changes in consumer tastes and preferences, and changing requirements in legislation, both domestic and foreign. In order to remain competitive, exporters have to develop marketing and other strategies that will give them real advantages in their target markets, and give them the returns they need to remain in business and to grow.
