A Model of Export Promotion for Nigeria
Article Abstract:
Nigeria's previous involvement in international marketing has focused on importing. For countries like Nigeria that have been discouraged toward exporting, a model is developed to help promote export marketing. Activities of export promotion are founded upon a communication process encompassing a sender, a message, a message channel, a receiver, and feedback. An export promotion process can be initiated employing these activity components. Organization for export promotion must include elements necessary for business. In Nigeria the Trade Attaches should come under the Ministry of Commerce. A Ministry of Export should be created, and an autonomous body should be responsible for quality control of export products.
Publication Name: Quarterly Review of Marketing
Subject: Business
ISSN: 0307-7667
Year: 1984
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Export Marketing Strategy - Can Firms Afford the Key Market Concentration Strategy?
Article Abstract:
Exporters have been advised to focus on key markets. It is proposed that the key market concentration theory is incorrect for United Kingdom exporters. Strict adherence to this philosophy could eliminate potential markets. The proposed strategic alternative is market spreading. A strategic analysis of company factors, product-market factors, and marketing cost factors will determine if United Kingdom exporters should employ export key market concentration or export market spreading strategies. Key market concentration strategy can: bring increased risk, overestimate market stability, and ignore constraints imposed by competition, company policy, and market characteristics.
Publication Name: Quarterly Review of Marketing
Subject: Business
ISSN: 0307-7667
Year: 1984
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How to develop a customer-driven positioning strategy
Article Abstract:
One way managers can improve decisions related to market positioning and strategic planning is to utilize the Competitive Decision Matrix (CDM), which is tool that generates recommendations via the use of consumer-based data. The process of using CDM as a market positioning tool requires: identifying competitors and attributes to be included in analysis; surveying consumers for preferences and perceptions of attributes and competitors; developing a CDM; and examining the competitive position and determining specific attribute strategies. An example using the CDM is presented to demonstrate how the strategy can be utilized in strategic planning.
Publication Name: Business
Subject: Business
ISSN: 0163-531X
Year: 1989
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