International Marketing Practices

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Chapter 1: Get Started in International Marketing	7
Reasons for Entering Foreign Markets	7
International Marketing Defined	8
Stages of an International Marketing Operation	9
Entering Foreign Markets	9
Cultural and Political Differences and Their Importance for International Trade	11
Chapter Questions	13
Chapter 2: International Trade of Forest Products	15
Global Trade Flows of Forest Products	16
Roundwood	16
Softwood Lumber	17
Hardwood Lumber	18
Wood-Based Panels and Veneer	20
Value-Added Wood Products	21
Free Trade Agreements	22
Sustainability Issues Affecting the Trade of Forest Products	25
Forest Certification	25
Legislation to Curtail Illegal Logging	27
Lacey Act	27
Forest Law Enforcement, Governance, and Trade Action Plan	28
International Standards for Phytosanitary Measures	29
Chapter Questions	30
Chapter 3: Introduction to Marketing	31
Marketing Fundamentals — The Marketing Mix	31
Product	31
Promotion	33
Advertising	33
International Trade Shows and Trade Missions	34
Price	39
Pricing Strategies	39
Break-Even Analysis	40
Pricing for International Markets	41
Factors That Affect Export Pricing	42
Calculating Export Price	44
Placement	45
Trade Intermediaries	47
The Growing Importance of E-Commerce in International Sales	49
Market Research	51
Talk to Customers	51
Watch Competitors	51
Read Trade Publications	52
Access Information From Academic Institutions	52
Contact Government Agencies	52
Leverage Online Market Research Capabilities	53
International Market Research	53
Market Customization and Niche Marketing	53
Online and Digital Marketing	55
Websites	56
Email Marketing	56
Online Promotions and Ads	56
Social Media	56
Communicating the Environmental Attributes of Wood Products	57
Chapter Questions	60
Acknowledgment	60
Chapter 4: Logistics in Export Operations	61
International Commerce Terms (Incoterms®)	61
Transport Alternatives in International Trade	63
Land Transportation	64
Truck	64
Rail	64
Ocean Transportation	65
Air Transportation	66
Intermodal Transportation	66
Third-Party Logistics Providers (3PLs)	67
International Freight Forwarders	68
Freight and Port Issues	69
Pallets	70
Containers	71
Documentation	72
Documentation Before Shipment	72
Documentation in Transit	74
Chapter Questions	75
Chapter 5: Financial Aspects of Export Operations	77
Financing Options for Export Operations	77
Personal Funds	77
Funds From Operations	77
Venture Capital	78
Bank Loans	78
Financing Assistance for Exporters	79
Export-Import Bank of the United States (EXIM)	80
Financial Instruments and Payment Methods for International Trade	81
Letters of Credit	82
Foreign Exchange Rates	83
Chapter Questions	85
Chapter 6: Bringing It All Together — Sample Urban Forest Products International Marketing Plan	87
Urban Wood Utilization	87
Urban Forests	87
Urban Wood Supplies	88
Urban Wood Utilization	88
Marketing Plan Framework	89
Research Methodology	90
Situational Analysis	91
Internal Analysis	91
External Analysis	92
Competitor Analysis	93
Consumer Analysis	93
SWOT Analysis	94
Objectives	95
Recommended Marketing Strategy	95
Product Strategy	96
Price Strategy	97
Place (Distribution) Strategy	97
Promotion Strategy	98
Planning Budget	98
Implementation and Control	99
Appendices	100
Chapter Questions	100
References	101
Appendix A: Resources	117
Domestic Forest Products Associations	117
Trade and Market Publications	118
U.S. Forest Service	119
Sustainability Credentialing Organizations	120
University Research Centers	120
Urban Wood Resources	121
Appendix B: Organizations Assisting Exporters	123
U.S. Department of Commerce	123
U.S. Commercial Service	123
International Trade Administration	123
Export.gov	123
Small Business Administration	124
U.S. Economic Development Administration (EDA)	124
Export-Import Bank of the United States (EXIM)	124
U.S. Department of Agriculture (USDA)	124
American Hardwood Export Council (AHEC)	124
Softwood Export Council (SEC)	124
Appendix C: Business Etiquette	125
Introductions	125
Meeting Etiquette	126
Appendix D: Trade Shows	127
Appendix E: Sample Export Documentation	131
Pro Forma Invoice	131
Letter of Credit	132
Electronic Export Information Filing	132
Packing List	133
Certificate of Origin	133
Phytosanitary Certificate	134
Sample Insurance Certificate	135
Shipper’s Letter of Instruction	136
Bill of Lading	137
Blank Page	139
Blank Page	140

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