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Trading Chain Manufacturer Oversea Office Project partner Representative Area Distributor Wholesaler Local Retailer Project Owner End-User Imp. & Exp. Co. Shipping Co. Express mail Insurance Co. Bank Consulting Co. Advertising Co. Website Government Enterprise Contact Information Name: _________________________Mr./Ms. Title: ______________________________ Tel: ________________________________ MTel: _______________________________ Fax: ________________________________ Co. Add: ____________________________ Mailing Add: ________________________ zip Code: ___________________________ email: ______________________________ URL: ________________________________ Product Specification Features Brand Name Price price terms payment terms list price discounts allowances Packing & package Warranty After sell service Producting capability Employee Number ( History of the Enterprise ) All documents in the process of international trade: Contract, Invoice, Packing list, Letter of Credit, Bill of Lading, Insurance policy, Inspection certificate, Certificate of Origin, FORM A, Export License, Import License, Commodity Inspection Certificate and other documents according to the specific business.

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Product Life Cycle Stage of PLC Introduction Growth Maturity Decline Product and Service Life Cycle (diagram) | | | $ | | | | | $ $ | | | | | $ $ $ $ | | | | $ $ $ $ | | | $ $ | | $ $ | | | $ $ | | $ $ | | | $ | | $ | | | $ | | | | | $ | | | | | $ | | | | | $ | | | | | $ | | | | $ $ | | | | $ | | | | | $ | | | | | $ | | | | | $ | | | | | $ | | | | | $ | | | | | $ | | | | | $ | | | | | $ | | | | Marketing Objective Gain Awareness Stress Differentiation Maintain Loyalty Harvest Contract,delete Competition None Growing Many Reduced Product, Service One / A few More versions Full product line Best sellers Price Skimming or penetration Gain share deal Defend share profit Stay profitable Place Limited More outlets Maximum outlets Fewer outlets Promotion Inform, educate Stress competitive differences Reminder oriented Minimal promotion Promotional activity *Publicity in magazines, news papers, TV, Internet *Advertising *sales force calling on intermediaries *Sales promotion in form of free samples *Personal selling to intermediaries *Advertising to differentiate attributes from those of competing brands *Reminder advertising *Sales promotion in form of discounts and coupons *Limited personal selling *Little money spent on sales promotion Market Analysis Products offered are innovative with high risk, suggesting a temporary organization structure, such as a venture team which can respond quickly to market behavior Products have accelerating demand which attracts competitors because of high profit potential, requiring a highly effective organization, such as a market-oriented matrix type which can build a strong competitive position Products have levelling demand and competition has minimized the profit potential, requiring highly efficient organization, such as functional pyramid type to maximize profits from steady sales Products have declining demand and poor future requiring as extremely efficient organization to maintain profitability; sometimes major marketing tasks relegated to organization extensions, such as selling agents. Occasionally a temporary structure is tried in hopes of rejuvenating the product.

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Market Analysis ( Types of marketing information ) Data: Facts and figures pertinent to the problem Methods: Approaches to help solve the problem Concepts: Hypotheses and ideas Primary data: Facts and figures newly collected for the project Observational data (watching people) Mechanical and electronic approaches ( Book Theory ) Questionnaire data (asking people) Idea generation through in-depth interviews and focus groups Idea evaluation through mail, telephone, and personal surveys Secondary data: Facts and figures already recorded prior to the project Internal data (inside the firm) Financial statements,research reports,files,customer letters,sales call reports, and customer lists ( PC Imitate ) External data (outside the firm) Census reports, trade association studies and magazines, business periodicals, and commercial reports ( Information typically sought ) Major External Categories Types of Information Typically Sought Environmental factors Costs and availability of needed materials;costs and availability of energy, economic conditions, such as recession,inflation,unemployment,interest rates and capital availability;technology changes; social changes tasking place in markets; environmental policies and regulations;industry regulations; general business regulations Market conditions Market size;growth rate;geographic concentrations; market potentials & forecasts;market shares;sales penetrations Customers Market segments;rates of product usage uses by product types; buying behavior and shopping patterns; brand loyalty; buying influences; demographic characteristics;receptivity to advertising,price changes,and channel changes; psychographic characteristics Non-customers Market segments;buying behavior and shopping patterns;brand loyalty; buying influences; demographic characteristics;receptivity to advertising,price changes,and channel changes; psychographic characteristics; past users versus never users Channels Analysis of present relations with channel component;power relationships; control of channel components; motivation of channel component;cost of channel arrangements; costs of alternative channel arrangements; inventory levels;f.o.b. points; legal aspects;price discounts;consignment Competitors Number of competitor: location of competitors;market shares; competitive strengths and weaknesses in terms of products, prices, advertising and sales promotion,channels, sales,production R & D engineering, purchasing and distribution; vulnerability; possible competitive reactions ( Competitive analysis ) Objectives: What are the financial goals of the competitor? Does the competitor emphasize short-term or long-term performance? Does the competitor emphasize profits or growth in sales? Does the competitor have non-financial objectives, such as to be known as an innovator or a market leader? What incentive systems are used to reward key management people? Stock options,bonuses? Strategy In what geographic regions does the competitor operate? Is its geographic focus changing? What are the competitor's target markets? What is the competitor's merchandise offering? What are its categories of merchandise,depth in those categories,private-label versus national brands,and prices? What service does the competitor offer? Performance How have the competitor's sales and profits grown over the last five years? What is the competitor's market share? Is it increasing or decreasing? Financial Resources Is the competitor part of a larger company? What is the competitor's cash flow? How much debt does the competitor have compared to equity? Vendor Relationships Does the competitor have exclusive relationships with vendors? Does competitor get favorable terms from vendors? Locations How goods are the competitor's locations? ( Self-Analysis ) Management capability Capabilities and experience of top management Depth of management-capabilities of middle management Commitment of management to firm Store management capabilities Management capabilities Quality of sales associates Commitment of sales associates to firm Financial Resources Cash flow from existing business Ability to raise debt or equity financing Locations Customer base Size and growth of customers Loyalty of customers Operations Overhead cost structure Quality of operating systems Distribution capabilities Management information systems Security system Inventory control system Merchandising capabilities Knowledge and skills of buyers Relationships with vendors Capabilities in developing private brands Advertising, promotion capabilities

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Marketing Strategies ( Marketing Program ) Product/Service Promotion Pricing Physical Distribution Distribution Channels Branding Packaging Product line additions deletions modifications Service Warranties Models,brands,lines Colors Trademarks Advertising Sales promotion Personal Selling Publicity Public relations Merchandising Samples Missionary sales Catalogs Direct mail Point of purchase Trade shows Exhibits Internet Base pricing List prices Net prices Discounts Rebates Loss leaders Price specials Psychological pricing Bidding Negotiated pricing Credit plans Warehousing Field inventory control Materials handling Transportation Order processing Protective packaging Retailers Wholesalers Distributors Agents Brokers Jobbers Franchising Channel support activities Motivations of channel components Channel control Vertical marketing systems ( Top Marketing Management ) Production Management Materials Management Marketing Management Data Services Management Personnel Management Financial Management Production planning Production control Quality control Methods analysis Plant layout Materials handling Inventory control Work management Wage incentives Engineering economics Determining buying needs Locating sources of supply Selecting suppliers Negotiating with suppliers Contract administration Follow up to ensure deliveries Advertising Personal selling Sales promotion Pricing Channels of distribution Physical distribution Packaging Branding Product and service Systems analysis Applications programming Operating systems programming Data base administration Data communications Data entry Computer operations Personnel planning Performance appraisal Selection of personnel Training and development Wage and salary administration Work environment Labor relations Benefits and services Personnel communications Research and evaluation Financial planning and control Management of working capital Tax environment analysis Financial analyses Long-term investment Valuation and financial structure Merger valuation Credit Accounting Sales Management Research Management Product & Brand Management Advertising & Communications Distribution Management Planning,directing, and controlling of personal selling Recruiting salespersonnel Selecting salespersonnel Assigning salespersonnel Supervising salespersonnel Compensating salespersonnel Motivating salespersonnel Developing researchmethodologies Developingquestionnaires Consulting testmarkets. panels, audits,surveys Analyzing researchfindings Developing MIS(Marketing Information System) Developing product & service strategies for particular product or lines of products Pricing of assigned products Channeling of assigned products Monitoring product progress Adding newproducts Deleting products Altering products Branding Packaging Determiningadvertising campaigns Selectingadvertising media Determining adthemes,ad copy and artwork Evaluating advertising Sales promotion Public relations Publicity Transportation Field warehousing Field warehouseinventory control Materials handling Protective packaging Order processing ( Environmental Forces affecting the Organization ) Social: a. Demographic shifts b. Cultural changes Economic: a. Macroeconomic conditions b. Consumer income Technological: a. Changing technology b. Ecological impact of technology Competitive: a. Alternative forms of competition b. components of competition c. Increasing foreign competition Regulatory: a. Laws protecting b. Laws affecting marketing mix actions c. Self - regulation d. Consumerism ( Price Setting Program ) Steps in Setting Price Four Methods of Select Pricing Markup Step Identify pricing constraints and objectives Step Estimate demand and revenue Step Determine cost, volume, and profit relationships Step Select an approximate price level Demand based methods Cost-based methods Profit-based methods Competition-based methods Step Set list or quoted price One price of flexible prices Covering cost plus profit Incremental costs and revenue company,customer,and competitive effects Demand-based methods Skimming Penetration Prestige Price lining Odd-even Demand-backward Bundle Cost-based methods Standard Markup Cost plus percentage of cost Cost plus fixed fee Experience curve Profit-based methods Target profit Target return on sales Target return on investment competition-based methods Customary Above,at or below market Loss leader Sealed bid Manufacturer 10% 15% 20% Wholesaler 15% 20% 25% Retailer 35% 40% 45% ( Marketing Program In Detail ) Marketing Intermediaries Modes of transportation Sales Promotion Major Advertising Media Compensation Plans Middleman Agent or Broker Wholesaler Retailer Distributor Rail Truck Air Pipeline Water Coupons Deals Premiums Contests Sweepstakes Samples continuity programs Point-of-purchase Rebates Television Radio Magazines Newspapers Direct mail Outdoor Straight salary Straight commission Combination

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Import problems Lack of overseas resources for marketing research Difficulty to contact and communicate with overseas supplyers Lack of latest information of potential supply in overseas markets Lack of awareness and access to import distribution channels Lack of awareness about overseas Local economical information sources Restrictive foreign country tariffs,rules and regulations Extensive import documentation requirements Difficulty in meeting domestic product design and style requirements Difficulty in meeting domestic product quality standards Difficulty in meeting domestic packaging and labelling requirements Unfavorable exchange rate conditions Lack of products' competitive prices in domestic market Strong overseas competition Hotel reservation and booking favorable tickets of flight/train/ship Considerable transportation difficulties to ship products overseas Difficulty to receive the after sales/support services Export problems Lack of resources for marketing research in overseas markets Difficulty to contact and communicate with overseas customers Promotional needs required in overseas markets Lack of awareness and access to export distribution channels Lack of awareness about economical information in overseas markets Restrictive foreign country tariffs,rules and regulations Extensive export documentation requirements Difficulty in meeting export product design and style requirements Difficulty in meeting export product quality standards Difficulty in meeting export packaging and labeling requirements Unfavorable exchange rate conditions Lack of products' competitive prices in overseas market Strong overseas competition Hotel reservation and booking tickets of flight/train/ship Difficulty to provide after sales/support services Freight forwarding and warehouse services

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