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PART VIII: Export Mastery
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PART VIII: Export Mastery
by Laurel J. Delaney
Exporting: The Definitive Guide to Selling Abroad Profitably
Title Page
Apress Business: The Unbiased Source of Business Information
Dedication
Contents
Author Note
About the Author
Acknowledgments
Introduction
What This Book Can Do for You
The Current State of Exporting
The Future of Exporting
Who This Book Is For
PART I: Building Your Foundations for Exporting
CHAPTER 1: Are You Ready to Export?
How an Export Product Business Is Born
How an Export Service Business Is Born
How a Business Expands into New Foreign Markets
The Difference Between Product and Service Exports
What It Takes to Export
Assessing an Export Start-Up: The “Born Global” Firm
Summary
CHAPTER 2: Writing an Export Business Plan
Purpose of an Export Business Plan
Pitfalls of Not Having an Export Business Plan
Pointers for Developing an Export Business Plan
Three Types of Export Business Plans
Summary: Leaving You with Fun and Export Adventure on Your Mind
CHAPTER 3: Prepping For Exports
Line Up Your Export Dream Team
Corporate Considerations
Legal Considerations
Opening Your Bank Account
Effective Financial Planning Right from the Start
Maximizing Tax Benefits for Your Multinational Business
More Ways to Guard Your Bottom Line
Summary
CHAPTER 4: The Human Side of an Export Enterprise
Creating a Functional Team
Spotting a Good Global Hire
Best Places to Outsource Work
Outsourcing HR: Focus on Your Core Competencies
Summary
PART II: Creating and Using Online Marketing Platforms
CHAPTER 5: Online Fundamentals
In Pursuit of Global Power: Snatching and Grabbing Curious Online Customers
Blog Exuberance: Brand Yourself Everywhere
Blog Services
Summary
CHAPTER 6: Creating a Social Media and Networking Presence
The Big Shift
The Art of Getting Online Attention: Finding Digital Export Success
The Internet: The Social Capital of the Universe
Become a Digital-Export Rock Star
Digital Road Map to the World
Summary
CHAPTER 7: Using e-Commerce and Social Media Sites as Stepping Stones to Export Success
Selling Goods, Services, and Unique Creations Online
Online Storefronts: Cash in at World Marketplaces
Summary
CHAPTER 8: The E-Commerce Connectivity Craze
The Future of Selling: The E-Commerce Revolution
The Growing Scope of E-Commerce
Why Do I Need a Stand-Alone E-Commerce Site?
Selling in a Digital World: Business-to-Business, Business-to-Consumer, Consumer-to-Consumer, or Business-to-Government Experience?
Finding a Manufacturer for the Product You May Want to Export
Managing a Global Supply Chain
Tips for Managing a Global Supply Chain
Get to Know the Suppliers in Your Supply Chain
Finding the Best E-Commerce Store for Your Business
Factors to Consider
Creating Your Own E-Commerce Platform
The Ultimate E-Commerce Must-Have: Trustworthiness
Measuring E-Commerce Success
Summary
CHAPTER 9: The Mobile World at Work
Case Example: Low-Cost Internet Device Taking India by Storm
Harnessing Mobile Business Opportunities
The MAC Attack
In Pursuit of Global Power: Mobile Will Overtake Desktop Access
Getting Started: Create and Design a Great Mobile Web Site
Valuable Business Tools: Using Apps and Cloud Storage
Summary
CHAPTER 10: Marketing Your Business Worldwide
The Four Ps of Classical Marketing
Making the Most of the Internet: The New Rules of Marketing Your Business to the World
Creating an International Online Marketing Plan
Other Marketing Tactics and Promotional Elements
Making the Most of Traditional Marketing Channels
Summary
PART III: Mapping Out Your Export Journey
CHAPTER 11: Choosing a Product to Export
For the Manufacturer: Finding the Best Product to Export
What if You Don’t Manufacture Gourmet Chocolates? Try Exporting Someone Else’s Product!
What to Look for in Your Relationship with the Manufacturer
Export Sales Agreements
Summary
CHAPTER 12: Exploring Your Territory
Market Research—a Dreaded Chore, a Powerful Tool
Get Yourself Organized
Choosing Your Market—Pleasure, Profit, Competitive Advantage, or Challenge?
Segmenting Your Product and Market
Will Your Product Succeed in Your Market of Choice?
Keep Your Search on Track
Export Market Data: Where to Get It and How to Use It
Creating an Action Plan
Summary
CHAPTER 13: Preparing and Adapting Your Product for the Export Marketplace
Case Study: Hershey’s Yo-Man Satisfies the Sweet Tooth of Chinese Consumers
Checklist to Prepare Your Product for Export
Summary
CHAPTER 14: Preparing Your Service for Export
How Technology Drives the Economy—by Fostering Competitiveness
Exporting a Product vs. Exporting a Service: Is There a Difference?
People Power Drives Your Service Exports
Which Services Are Best for Export?
Top Service-Export Destinations by Volume
Financing a Service Export
Planning for and Overcoming Market Barriers
Seven Ways to Launch Your Service
An Example of a Service Export: A Wildflower-Nursery Business that Also Exports a Service
The Bottom Line: Maximizing Your Chance for Success
Summary
CHAPTER 15: Web Design with the World in Mind
The Growth of Languages Online: Selling to the Eighth Continent
Biggest Challenges to Web Site Globalization
The Web Globalization Approach
A Step-by-Step Process to Web Globalization
Web Globalization: Getting Started
Summary
PART IV: Developing Sales and Distribution Capabilities
CHAPTER 16: Finding Cross-Border Customers
Define Your Cross-Border Customers
Making Customer Contacts—Composing Your Inquiry
Gold Key Matching Service
Other Helpful US Government-Sponsored Programs
Business Intelligence Companies
Other Ways to Snag Customers Worldwide
Government-Sponsored Trade Mission
Binational Societies, Councils, and Trade Associations
Tap Local Clients for Their International Reach
Find Customers Through Advertising
Summary
CHAPTER 17: Methods of Exporting
Methods of Exporting
Questions to Use for Deciding on the Method of Exporting
In-Country Factors that Can Affect Your Distribution Choice
Other Methods to Entering an Export Market: Collaborative Sales
International Franchising
Establishing a Foreign Office or Acquiring an Existing Company
Licensing
Summary
PART V: Managing the Transaction
CHAPTER 18: Transport, Logistics, and Fulfillment Options
Air Transport
Ocean Transport
Shopping for an Economical Transport Package
Break-Bulk and Container Loading
The Global Freight Forwarder: Your One-Stop Transport Pro
The Kings and Queens of International Shipping: UPS, FedEx, DHL, and TNT
Third-Party Logistics and Fulfillment Centers
Third-Party Suppliers
Simple Methods to Improve Logistics and Boost Sales
Summary
CHAPTER 19: Pricing and Preparing Quotations
Pricing for Product Exports
Complete Your Quotation with a Competitive Shipping Rate
Pricing for Service Exports
Last Thoughts on Market Differences
Summary
CHAPTER 20: Getting Paid
Traditional Payment Methods
Red Flags
Choosing a Payment Method—Factors to Consider
Payment in Advance
Letters of Credit—Security with Flexibility
The Letter of Credit Process
The Worst Method of Export Financing: Open Account
Noteworthy Export Noncash Payment Considerations
Export Financing Assistance
Online Payment Methods: E-Commerce and M-Commerce
Summary
CHAPTER 21: Booking, Marking, Labeling, and Insuring
Booking Your Order
Details, Details, Details: Preparing Goods for Overseas Shipment
Carton Markings for Export
Insure, Insure, Insure!
Summary
CHAPTER 22: Documentation, Export Licensing, and Other Procedures
Export Documentation
Get It Right the First Time, So That It Is the Only Time
Summary
PART VI: Keep Building Your Business
CHAPTER 23: In Pursuit of Exceptional Export Service
Exceptional Export Service Philosophies
The Absence of Complaints
Summary
CHAPTER 24: Cross-Cultural Learning
Are You Culturally Aware? Test Yourself!
Get the Global Edge: Learn the Language!
Resources for Cultivating Cultural Awareness
Cross-Cultural Training
Quick Intercultural Tips
A Real-Life Example of Learning Culture on the Fly
Summary
PART VII: The Export Journey
CHAPTER 25: Global Ethics
Why the FCPA?
How Poor Ethics Plays Out
Ethical Ground Rules
The Honest Export Business
Learn More About Bribes and Corruption
Summary
CHAPTER 26: International Business Travel and Security Tips
Sweating the Details Comes with the Global Territory
Scouting Out the Territory Before You Leave
Packing Smart
One-Week Packing Checklist
Making Your Hotel Work for You
Surviving the Flight
Managing Your Money
Security Tips
Health Tips
What Women Want While Traveling for Business
Summary
CHAPTER 27: Women Business Owners
Women Take On the World
Issues Confronting Women Business Owners Who Currently Export or Plan to Export
Special Characteristics Women Bring to the International Business Arena
Building a Global Empire via the Internet
Summary
CHAPTER 28: New Frontiers in Emerging Markets
What Drives Growth in BRICS?
Brazil
Russia
India
China
South Africa
Achieving Success Exporting to BRICS
Useful Guides on Doing Business with BRICS
Challenges of Operating in Emerging Markets
Other Opportunities in New Frontier Markets
Summary
CHAPTER 29: The Top Ten Export Business Markets
America’s Best Export Markets
Summary
PART VIII: Export Mastery
CHAPTER 30: Export Success
Success Stories and Key Lessons
Summary
CHAPTER 31: Essential Keys to Export Success
Summary
And One More Thing . . .
Index
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CHAPTER 29: The Top Ten Export Business Markets
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CHAPTER 30: Export Success
Export Mastery
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