Britain and International Marketing

When a British marketing manager turns his attention to overseas markets one of the problems could be seen as communication in an unfamiliar environment. If we are attempting to penetrate an international market we first have to receive an accurate picture of that market. What is its nature and extent ? How does it differ from our more familiar home market ? The further we look, the more difficult it becomes to get an accurate picture. In brief, our market research becomes more difficult and less trustworthy.

In order to trade profitably overseas we have to select the right market or markets to enter. There is a temptation to try and sell in as many markets as possible, but that temptation should be resisted. By concentrating our resources on a few carefully selected areas, we can maximize total profit on sales rather than spread investment too thinly. Some information can be assembled without us moving from our desks. Our banks can help us with information on general economic and trading conditions, the sort of competition we might expect, and even the marketing methods which are most likely to succeed.

When we have identified our market, we will have to visit the country or countries concerned. We will have to make contact with potential customers whose very language is strange to us. Of course we have in our favour the fact that English is the international language, and certainly the language of commerce. Yet, in some ways, it is the overseas buyers who have the advantage. They know our language almost as well as theirs. Our handicap is that we know only our own language as we go about our task of persuading them to buy our products.

No doubt this is why British exporters are generally advised to avoid direct selling m a new export market. The best way to gain a foothold is through a local agent or distributor. Once again our bank can help in finding an agent in the overseas territory who is both reputable and effective.

X. Ответьте на вопросы к тексту.

1. What problems could be seen when a British marketing manager turns his attention to overseas markets ?

2. How can the banks help to trade overseas ?

3. Is it important to make contract with potential customers ?

4. Why do the overseas buyers have the advantages ?

5. What is the best way to gain a foothold ?