ABSTRACT

This is analogous to the question 'Why go abroad?' which was dealt with in the first chap­ ter. An important factor relating to exporting is the low cost and low risk involved relative to any other form of market entry, the reason therefore why we have separated exporting from the other forms of market entry mode. Exporting, as we have seen, is different from international mar­ keting in the resource employed as well as the time horizon for investment payback upon entry. Sales are the objective of exporting, while an international marketing approach involves the planned deployment of resources so as to build an effective market position within a threeto five-year period. The approaches are there­ fore quite different. Against a willingness to adapt product or service offering for long-term sales growth is an eagerness instead to maximize short-term sales with a standardized offering. International marketing differs considerably from export selling.