What You Know About Exporting And International Marketing And What You Don't Know About Exporting And International Marketing.

Exporting is often considered as the first step in the process of internationalization of a business. 

In general, the firms engaged in export operations have to concentrate on managing the 4 p’s of marketing mix i.e. 

• Product

• Price

• Place 

• Promotion. 

Exporting is primarily a transactional approach to marketing wherein goods are exchanged for value on deal to deal basis. 

International Marketing on the other hand extends from identifying the customer needs to achieving customer satisfaction.

Internationals marketing requires greater commitment of the executives’ time and resources than exporting

Exporting is usually a short-term solution to an immediate problem of under-capacity of production or over-capacity of the stocks. 

However, International Marketing is a long-term approach to sustained business from a market. 

It helps to bridge the information gap between a company and the final consumer of its product. 

While, exporting may involve agents or intermediaries, the market and marketers are more close in marketing. 

The differences in exporting and International Marketing  can be shown in the form of the following table


Table 1: Differences in Export Sale and International Marketing

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Export Sales	International Marketing
To realise Short run To realize long-run goals(e.g. (e.g. immediate sales)	long- term goals (e.g.development of long term market)
No systematic selection of markets	Systematic selection of markets
Minimum resources commitment to gain immediate sales	Sufficient resource commitment get permanent market position
No systematic choice for mode of entry	Systematic choice of most appropriate mode of entry of entry
Development of products home market	Development of products for both home and foreign markets
Minor product adaptation necessary mandatory legal obligations	Major product adaptation to suit to satisfy foreign buyers
No effort to control channels objectives/goals	Effort to control channels to support of market
Prices based on domestic full cost with some ad hoc adjustments to specific sales situations	Prices fixed in terms of demand conditions, competition and cost.
Promotion mix mainly confined to foreign tours or left to middlemen	Promotion mix includes advertising,  sales promotion and foreign tours