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Course in Foreign Trade (Volume 5)

Course in Foreign Trade (Volume 5)


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Purchase of this book includes free trial access to www.million-books.com where you can read more than a million books for free. This is an OCR edition with typos. Excerpt from book: Ill The World as a Campaign Field THE entire world must be considered in planning the foreign campaign. Even if the prospective exporter contemplates at present entering only one continent, he ought, for the sake of possible future expansion, to review all the markets of the world and base his selling campaign on this survey. The exporter who neglects to take this world outlook will find his overseas business, in the course of a few years, precluded from the fullest measure of growth by the very narrowness of his original plan. His business will resemble an edifice in which a small main building has been repeatedly enlarged by the addition of an ell here and an ell there until the structure has not only lost all symmetry but has reached such a stage that further enlargement is impossible except at the sacrifice of existing construction. The exporter should be his own architect before he becomes his own carpenter. This plan-as-you-go method is dangerous. It has been demonstrated so by the experience of scores of exporting manufacturers in the United States. Examples are many in which .the failure to see broadly and plan comprehensively at the start later hindered the profitable sending of salesmen on long trips, or limited export advertising to purely local efforts, or dangerously complicated arrangements for T.heanr, iLan' r . .. As-You-Go Methods entering new territory. Nor is the hit-or-miss policy justified because an exporter is financially unable to launch at once upon a world-wide campaign. The idea of a comprehensive plan does not require that the plan as a whole be put into immediate execution. There is no necessity for a simultaneous attack on all markets; but there is a very decided necessity for a plan which assigns to every market its place in t..


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Product Details
  • ISBN-13: 9780217701532
  • Publisher: General Books
  • Publisher Imprint: General Books
  • Height: 246 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 189 mm
  • ISBN-10: 0217701531
  • Publisher Date: 01 Feb 2012
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Weight: 73 gr


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