The worsening balance of payments problems for the U.S. economy has clearly indicated that the American companies must re-evaluate its portfolio of international business arrangements which has been, so far, in favor of private foreign investment. Export marketing is in both national and corporate interests. Furthermore, export marketing has the advantages of minimum entry and exit risks, optimizing on the experience curve, and performing the function of test marketing the product in the international arena.
While export marketing is desirable, it will need top management’s worldwide orientation and commitment, insistence on strategic planning and research, as well as proper extension vs. adjustment of the marketing mix.
Emerging Importance of Export Marketing for US Products