ABSTRACT
Exporting is regarded as the most basic form of international business activity. At the other extreme, the firm may elect to invest in manufacturing plant and marketing facilities within the host nation, although this is beyond the means of most small businesses. Indirect exporting involves the simple shipping of products abroad through export houses, to be handled ultimately by selected agents in the host countries. Direct exporting usually involves the firm in more of the overseas activity, such as the setting up of an export department and, possibly, an overseas sales branch. Each method has differing implications for risk, marketing costs, and marketing controls. Whatever methods are employed, it is generally recognized that some modification to the marketing mix, however small, will be necessary and that pre-empting such changes, through systematic research, will reduce the risk of failure.
