(1) The international marketing environment evaluation mainly includes: studying the international trading system, including tariffs, quotas, foreign exchange control, non-tariff barriers, and related trade agreements, regional markets, and free trade zones; The economic environment of the country concerned, including industrial structure and income distribution; Political and legal environment, including attitude towards international procurement, political stability, foreign exchange control, government efficiency, etc. Cultural environment, including traditional culture, customs, business norms and behaviors.
(2) The decision whether to enter foreign markets mainly includes: determining the target proportion of foreign sales to total sales; Choose between selling to a few countries or selling to many countries; Decide which country to enter the market.
(3) Regarding the decision of which markets to enter, it is necessary to screen and queue the list of possible export markets in order to estimate the possible return on investment in each market. This mainly includes the following five steps: estimating the existing potential of each market; Forecast the future market potential and risks; Forecast sales potential; Estimated costs and profits; Estimated return on investment.
(4) There are three choices about how to enter the market: export products, joint venture and foreign direct investment. According to the order of export products, joint ventures and foreign direct investment, the degree of enterprises' participation in foreign markets, risks they bear and possible profits are also increasing. There are two ways to export products, one is to hire independent international marketing middlemen (indirect export), and the other is to operate their own exports (direct export). There are four kinds of domestic intermediaries for indirect export: domestic exporters, domestic export agents, cooperative institutions and export management companies. There are four main ways of direct export: domestic export department or business department, overseas sales branch or subsidiary, export sales representatives on business trips around the country, and foreign distributors or agents. Joint ventures are divided into four types: license trade, contract production, contract operation and joint venture. Direct investment is to invest in the establishment of assembly or manufacturing facilities abroad.
(5) The decision of marketing scheme mainly involves four factors: product, promotion, price and distribution channel. In terms of products, you can not change products, change products, and develop new products; In terms of promotion, you can change the promotion or not; In terms of price, it is usually set at a lower price or does not change the price; Distribution channels should consider all links from sellers to foreign end users, especially the domestic sales channels of importing countries.
(6) There are usually at least three different ways to make decisions about marketing organizations: export department, international business department and multinational organizations. These methods are gradually adopted with the development of international operation of enterprises.