I (Meaning and importance of Exports) Unit Structure

 
(f) 
Determine the positioning of the product- 
Market research is needed in order to determine the 
positioning of the product, taking into consideration the socio-
cultural factor of overseas market. 
(g) 
Packaging design- 
 
Marketing research may be conducted to design better and 
appropriate packaging for the consumers. Different customers may 
prefer the package design differently. Through packaging design 
research a company may identify the right design required by its 
target customers. 
(h) 
Forecasting sales- 
 
Marketing research can be conducted to judge whether there 
would be demand for a new product in the market. Also, the 
demand for existing products can be forecasted. Accordingly, sales 
programmers can be designed. 
5.3 INDENTIFYING FOREIGN MARKETS 
Selectivity is the key to success in all spheres of life 
including export marketing. An exporter may wish to deal in all kind 

---

60 
of products and to sell them anywhere in the world. However, it is 
not possible for him to do so due to the wide expanse and demand 
variations in different markets of the world. Therefore, an exporter 
has to select proper products and proper markets in order to 
operate at the international level. 
The market selection process is as follows: 
(a) 
Determine export marketing objectives 
 
The exporter must first determine export marketing 
objectives in terms of product development, profit, sales, share of 
market etc; both form short term and long term point of view. The 
objectives are set taking into account the financial and managerial 
resources of the firm. 
(b)