Assignment No.

2 MARKETING MANAGEMENT (5565) Executive MBA/MPA (Col) DOMESTIC AND INTERNATIONAL MARKETING CHALLENGES ZAHID NAZIR Roll.No. AB523655 Semester:Autumn 2008

DOMESTIC AND INTERNATIONAL MARKETING CHALLENGES Marketing grows even more complex; it is an ever-evolving discipline. It builds on past while taking advantage of new opportunities. Each new challenge demands a firm grasp of what has happened before, a clear picture of the present situati on, and an understanding of the n-lost important new options at the moment. In. general, the centre of attention in marketing has to shift away from the instrum ents and concentrate on information. Creation of personalized customer relations hips, calculating the lifetime value of customer and investing in it, and satisf ying and retaining existing customers and using predictive modelling to target t hose customers n-most similar to existing customers will be the ultimate approac hes to face the marketing challenges of the 21st century. As an art or science, marketing is undergoing dramatic and exciting changes, and the field promises to be just as dynamic in the years ahead. Marketing has emerged as the most critic al function in today's international business climate; even the smallest of the firms are now using innovative marketing techniques due to increasing global com petition. As soon as you click on your TV, a commercial for Ariel or Brite washi ng powder balloons onto the screen, followed by an advertisement of Shaukat Khan um Memorial Hospital or the Edhi Foundation asking for your contributions toward s cancer research or zakat. You stroll down the lifestyle store counter and pick out the Citibank/AHZ Grindlays Visa card membership brochure, allowing you to

apply directly for credit cards. A representative from Patient's Aid Foundation gives a talk at your university, soliciting new memberships and volunteers for b lood donations. You receive a phone call from Holiday International asking you t o participate in a survey about the places you have visited in Pakistan. In your job as a university librarian, you have to keep a track of the supply of books, magazines and journals, so that you keep ordering the latest publications. All these situations involve marketing. According to the American Association, marke ting is "the process of planning and executing the conception, pricing, promotio n, and distribution of ideas, goods, and services to create exchanges that satis fy individual and organizational goals." The broad definition takes into account all parties involved in the marketing effort: members of the organization that produces goods and services, resellers of those goods and services and customers or clients. Virtually all businesses realize that marketing plays a crucial rol e in their success. Marketing texts initially had a strong bias towards packaged consumer goods, which no doubt are important; yet they overlooked consumer serv ices, industrial goods and services, advanced technology products, non-profit en terprises, and government agencies. Today, marketing has greatly come in play with semi-conductors, commercial banking, ind ustrial chemicals, health care, computer integration services, agricultural equi pment, government services, and many other products outside the consumer mainstr eam.

To appreciate and understand what the future holds for this dynamic field, it is important to first see how marketing has evolved throughout most of the previou s years. The 19th century, classified as the 'Childhood Age', the 20th century a s 'Adolescence' and the 21st century as 'Adulthood' would take - the readers thr ough a blend of innovations and technology management, rather than marketing. Be fore the Industrial Revolution, a typical example of marketing was a farmer load ing a wagon with his produce to sell in town on market day. Thus, marketing emph asized the physical distribution function of getting goods to customers. Since t hen, economic and social changes have required organizations to revise their vie w of marketing in order to stimulate successful exchanges. 19TH CENTURY: CHILDHO OD Throughout the 19th century, Europe produced modern innovations changing the faith of millions around the globe; France invented heliography and made the fir st photographic image, while England developed stainless steel. Charles Babbage, English inventor and mathematician, designed the difference machine to calculat e mathematical function to eight decimal places. Austria in the meantime invente d a screw propeller and carried out experimental tries with propeller driven ste am ship. The first steam railway line between Liverpool and Manchester (England) was laid. Gasoline engine, the Bessemer process, the first underground railway in London, first electrical telephone, extraction of aluminium through electroly sis, gasoline engine motor car by Benz, and the discovery of radium and polonium took

the whole world by a storm. No one thought about, or cared for, marketing these breakthroughs. 20TH CENTURY: ADOLESCENCE The 20th century saw the advent of scie ntific management, incorporating universal principles of efficiency and industri al engineering. All the building blocks were already in place: steam engines, ra ilroads, electricity, typewriters, telegraph, telephone, steel, gasoline and die sel engines, radio and flight. Human relations management, covering the psycholo gy of motivation, participation, and job enrichment crept in making the "worker a slave" mentality disappear, Japanese style of management, quality assurance, n ovel approaches to inventory control, synergies, re-deployment of assets and str ategic planning took over overnight. The Evolution of Marketing In the first par t of this century, organizations found more and more ways to automate. European and North American companies typically focused on ways to improve the production of goods, because this is how they were able to keep a competitive advantage. M anufacturers concentrated on producing goods, believing the products would sell themselves; this was the production era. During this era, producers operated in a seller's market -- one where demand for products outstrips the supply. Thanks to the many production improvements business had made, they became able to produ ce more goods than their regular customers wanted to buy. Businesses began opera ting in a buyer's market-- one in which the

supply of products exceeds the demand for them. This marketing challenge was int ensified by the limitations on spending caused by the Great Depression and World War-II. Many businesses responded to the challenge by hiring salespeople and lo oking for ways to persuade consumers and organizational buyers to purchase more of their products. The period in which this approach was common to marketing is known as the sales era, and it prevailed until the 1950s. As markets continued t o grow, many businesses became less satisfied with the principles of selling mor e and more. They needed a basis for focusing their efforts, and they needed more successful strategies for attracting and keeping customers. This led businesses to enter the marketing era, a period during which more and more companies forme d the marketing (rather than simply sales) departments, sought to identify custo mer needs and desires, and adopted the marketing concept. This concept states th at an organization should seek to meet its customers' needs as it strives to ach ieve its own goals. The process of researching these needs and then planning a w ay to meet them can be time consuming, but it helps ensure that organizations us e their resources wisely; at organizations that have adopted the marketing conce pt, marketing becomes the company's link to the customers. In the decades that h ave passed since the beginning of the marketing era, competition has intensified . Technological advances have enabled organizations to serve much larger geographical areas, so that companies now sha re the local markets along with many foreign firms. Government deregulation have increased the number of companies working in the

industries, intensifying competition. Information explosion has made today's buy ers more sophisticated and more demanding. As a result, more and more organizati ons are finding it necessary to move beyond the marketing era to an emphasis on quality and customer value. 21ST CENTURY: ADULTHOOD From mass marketing in the h eydays of fifties and sixties, segmentation and line extension in seventies and intensified niche marketing in he eighties, total quality management blended wit h the marketing concept in late eighties, broadening the traditional marketing c oncept to involve all members of the organization in striving to improve quality in order to satisfy customers. In an organization applying the total quality co ncept, various functions of the organization (marketing, technical and operation s) work together to decide what the buyer needs and how the seller will meet tho se needs; they act as partners to get the needs met. The goods and services are produced right the first time, the whole process is faster, and the customers an d the suppliers are both satisfied with the result. In effect, practicing total quality management enables the organization truly to put the marketing concept i nto practice. In 1980, Alvin Toffler coined the word demassification in his book , The Third Wave, where he describes how and why the mass society created by the industrial revolution in splintering more and more into a demassified society. Mass markets had split into ever-multiplying, ever-changing sets of mini-markets that demanded a continually expanding range of options, models, types, sizes, c olours, and customization. Moving in the 21st century,

the trend towards customization and micro marketing would continue to intensify. Customers would choose from at least 70 types of ice creams within the same bra nd, 50 models of cars from the same automobile manufacturer, and may be over a 1 000 perfumes in a single superstore. The population of Pakistan grew at a compou nded rate of 2.7 per cent to 139 million in 1998, compared to 155 million in 199 7. Estimations show growth in population of urban areas, and a decline in the ru ral areas, suggesting an urban movement. The per capita income went up to $ 386 in 1998 from $352 in 1997. Growth in population and income, and urban migration also shows an increasing trend of working women. It cannot be said to what exten tthese demographic changes will continue to be reflected by the next census. But periodically we are hit by startling new members that dramatize the acceleratin g change in the society both for consumers and marketers. The seventies revealed extensive consumer inclination towards brand loyalty; the eighties brought abou t product proliferation, increased imports, inflation, recession and extensive s ales promotion, eroding the advertisedbrand dominance. Generic products, private labels and retailers brands seems to flood the customers with competitive price s and quality. Sales promotion in both goods and services, Pepsi's free World ti ckets, Maal-aMaal by Muslim Commercial Bank and Crore Pati by Habib Bank have pr oliferated, tempting the customer constantly to jump from one brand to another h ence decreasing brand loyalty.

Projections show that by the end of the century the world will have almost 700 m illion telephone lines operating, all of them interconnected and almost all acce ssible by direct dial. The toll free phone; the fax machine; the credit card; an d now on-line shopping services readily available through the computer modern -all these have revolutionized the ways people shop and pay around the world. AN Z/Citibank Visa cards, Mastercard, Diner's Club cards and ATMs have all found th eir inroads to our markets. With so much happening to provide so many different ways to shop, marketers willing to look over and beyond the orthodox marketing a pproaches have an overabundance of new challenges and, opportunities. The 21st c entury will be the times of massive consumer database. A great many consumer mar keting companies and almost all business-to-business marketers now maintain some form of detailed prospect and customer profile using geographic, demographic an d psychographic characteristics, and purchase history. Keeping track of the cust omers personal characteristics, preference, and purchase in a relational marketing database, an d pushing a customer-focused marketing strategy, together represent the single m ost significant development of modem-day and future marketing. Most companies di stributed their products to the consumers through two Sources: retailing and sal es agents. New products and services in the demassified society refuse to be con fined to a single channel, which was one of the first principles of marketing. A ppreciation and reward of multiple channels of marketing are setting in place cl early. The question is not "How

do we distribute" but "How else can we distribute?" Marketers will have to find new combinations of hybrid marketing channels to reach all customers. The abunda nce of information through the electronic and print media has given rise to adve rtising clutter, a problem and an opportunity for the marketers and customers. T he increase in local television channels, the dishsyndrome and now the cable-syn drome have left the marketers perplexed. Local and foreign magazines and newspap ers have already flooded the market. Advertising on the World Wide Web has seen a tremendous boom. The real issue is -- as it has always been -- how do you conn ect most effectively and affordably with your target market. And if you have bee n dependent on one form of advertising medium, where do you now turn to gain mar ket share? Marketing grows even more complex; it is an ever-evolving discipline. It builds on past while taking advantage of new opportunities. Each new challen ge demands a firm grasp of what has happened before, a clear picture of the pres ent situation, and an understanding of the most important new options at the mom ent. In general, the centre of attention in marketing has to shift away from the instruments and concentrate on information. Creation of personalized customer r elationships, calculating the lifetime value of customer and investing in it, an d satisfying and retaining existing customers and using predictive modelling to target those customers most similar to existing customers will be the ultimate a pproaches to face the marketing challenges of the 21st century.

10 MARKETING CHALLENGES Any company is faced with marketing challenges, even the market leaders. Many of these challenges rely upon perception of the market. Thus Marketing is required . In most of these cases advertising helps, but that is the most expensive metho d. 1. The unknown alternative solution Your solution addresses a common problem differently but nobody knows. What to do: - Create awareness by press releases, industry analysts and bloggers - Start blogging in order to get attention - Impr ove the SEO of your website in order to be found on the Internet - Create conten t related to your solution in order to be found on the Internet - Be present on trade shows and on conferences on a tight budget 2. A solution without a known b rand name Your solution suits a specific category of problems or servers a speci fic industry, but you are never considered or invited for a first meeting: they just dont think of or remember your solution. What to do: - Branding is required in order to make sure people connect your brand with a specific problem. - Start blogging in order to build authority in these matters - Be present on trade sho ws and on conferences on a tight budget 3. The me-too solution Even if you are rec ognized as a vendor, buyers and decision makers dont see the benefit or the diffe rentiating features or functions. Thus they dont put you on the short-list. What to do:

- Publish comparison charts - Create awareness with industry analysts and blogge rs 3. The wrong pricing perception solution The solutions of the market leader a re selling at a high price tag. Decision makers and buyers have the perception o f expensive solutions. Due to a number of reasons (less marketing, less overhead , better design, improved production methods) your sales price is much lower. St ill people dont take your solution into consideration as they think it will be al so too expensive. What to do: - Put your price list on your website if possible - Put a starting price tag on your website and on leaflets 5. The cheap percepti on Somehow the solutions of your company are considered as cheap. Still you are of fering good quality for a decent price. Not cheap low quality. What to do: - Show your references on the website - Publish case studies with the best well known b rand names you have amongst your clients. - Get a certification: then send out p ress release concerning this certification and put the logo on website. 6. The h igh cost competitor perception The market leader offers a complex solution that is difficult and costly to deploy and install, whereas your solution is simple a nd straightforward. Still it can be used by 80% of the market.

People dont even think of looking for a solution for this problem as they are afr aid of the difficulties and costs involved of implementation. What to do: - Dist inguish from the market leader by explaining the lesser complexity and ease of u se - Addressing this message of the difference to industry analysts and bloggers 7. Being the leading solution in different market Your solution is market leader in a certain market segment. The solutions can be used in a different market se gment or industry too. Still buyers of the different market just dont address to you. What to do: - Branding into the different market - References in this diffe rent market segment - Publish case studies with companies in this different mark et - Win an award related to this different market 8. The better solution than t he market leader You have a solution that has many more features or functionalit ies or is just more efficient to solve the problem than the well-known brand nam e. What to do: - Publish comparison charts - Create awareness by press releases, industry analysts and bloggers - Show references on your website or in publicat ions - Publish case studies 9. Being the market leader with the perception of ex pensive

Your company is the market leader, but solely large companies will considering b uying from you as the market has the perception of high costs involved in your s olutions. Thus you miss all possible deals with medium and smaller companies. Wh at to do: - Publish case studies with smaller companies - A ROI calculation on y our website - Blog in order to approach your potential customers 10. The great s olution from the wrong country You might have the best solution at the best pric e / quality; however people dont buy from you as your country of origin has a les ser reputation in quality or support. What to do: - Use all references you have abroad - avoid your country references - Get a certification for your solution o r production process - Set up a local office for sales and support - Hire local sales people for each local market - Have all your marketing material available in the local language - Use competitive pricing, but dont become low cost or chea p *******************

MARKETING ISSUES IN PAKISTAN Pakistan is a land with a staggering population of a 160 million and a market th at has largely remained untapped. It falls under the umbrella of emerging market s and offers its own set of challenges to marketers. It may even prove evasive t o conventional marketing wisdom. Major corporations have their eyes set on devel oping nations and they have a monumental task ahead of them. They need to realiz e that the G8 nations comprise a fraction of the worlds population. These nations might be rich, but their inhabitants are aging fast and this in my opinion is i ndicative of a stagnant market. In contrast, developing nations such as India, P akistan and the other 86% of the world present a plethora of opportunities in the form of a prodigious consumer base of more than 4.5 billion plus. These consumer s are more aware and are demanding their share of the consumer pie. The followin g are some of the marketing issues that are pertinent to the market: 1. What are the practical and conceptual problems of branding an FMCG product in Pakistan? 2. What are the problems of branding an agricultural product in Pakistan? 3. Pak istani exports are not branded properly in the international market. 4. How to b rand Pakistan and position it on the global business landscape. 5. Dearth of mar keting research and paucity of reliable data. 6. Supply chain management issues and lack of coordination among channel members 7. Lack of quality advertisements . Products are sometimes promoted in an unethical manner.

8. Problems and difficulties faced by adverstising agencies in Pakistan. 9. Lack of communication between different mediums. 10. What are the extent of Corporat e Social Responsibilities in Pakistan? Are they being fulfilled? 11. The effect of smuggling in Pakistan. 12. Lack of specialization and awareness amongst local manufacturers about the role of marketing. Marketing is taken lightly and is not considering an integral part of the business. 13. Law and order situation. This is an external factor but important to the notion of marketing. 14. Abundance of counterfeit products and their effects on mainstream business. 4 WAYS TO OVERCOME MARKETING CHALLENGES FOREVER For most domestic business owners, marketing is an overwhelming concept. They ne ed marketing solutions that ensure a smooth-running, profitable business yet mos t don't know where to begin or how to focus their efforts. 90% of small business es don't even have a marketing plan. It's difficult to reach your destination if you don't know where you're going! If you're a small business owner looking for ease, focus and marketing success, we recommend that you focus on just 4 tactic s: 1. Establish a memorable and unmistakeable brand identity: The secret to busi ness success is determined by your ability to powerfully communicate your busine ss with laser precision and your ability to deliver a clearly-defined and consis tent experience.

In a nutshell... it's called branding, and, when done right, it ensures a thrivi ng business with all the customers and profits you need. The secret is to establ ish a powerful brand identity that sings distinction. And establish that identit y before you launch any marketing activities. 2. Create a deep connection with y our core target audience - your potential raving fans! Who wants and needs what you have to offer? The only wrong answer is "everyone." If you're a pediatrician , you may see infants and children. Are they your target audience? No! They are your patients, but it's the parents you need to connect with to get the kids in your door. And it's not just any parents - it's a definite group of parents. In marketing, you get a lot more "bang for your buck" if you focus your spending on a well-defined group of people that you enjoy working with. The better you defi ne this group, the more effective your marketing can be. 3. Design compelling of ferings that pull customers in like a magnet. 80% of all purchase decisions are based on emotion. It's your job as a marketer to know how your customers want to feel and to get them to visualize how your services can meet their needs. Peopl e want to know, "What's in it for me?" Tap into the emotion and create offerings that touch your customers. 4. Craft A Personal, Workable Marketing Plan Marketi ng is everything you do to make your product or service more visible, more desir able and more profitable. Your marketing plan will clearly define the big pictur e and provide focus and direction based on

the 4 'P's of Marketing - product, price, place/distribution and promotion. Sinc e 90% of small business owners do not have a plan, you'll have a leg up on your competition by crafting your personal, workable marketing plan to ensure that yo u reach your business goals. Following these 4 criteria will transform any small business into a moneymaking machine guaranteed to grow your client list, sales and profits. The upfront work is the secret to a million-dollar business, litera lly and figuratively. **************************

PRACTICAL STUDY In Practical study, two major sectors analysed to check the marketing challenges which they are facing at domestic and international level. These sectors are: 1 ). Pharmaceutical Sector in Pakistan. 2). Telecommunication sector in Pakistan. Challenges faced by these sectors also apply to a larger extent to others sector s too. ********************

MARKETING CHALLENGES TO PHARMA INDUSTRY IN PAKISTAN Most of the doctors in Pakis tan instead of giving ticket to health to the poor patients prescribe those medi cines that give them ticket to Caribbean Cruise, Video cassettes, Microwave Oven , Television, Family Entertainment Show etc. This is one of the many stories whi ch reveal the dubious side of marketing in the Pharmaceutical industry. In 2006, one company offered a brand New Toyota Carrola car to a doctor and said if you stop prescribing our brands we will get this car from you. Another company offer ed fridges and dinning room furniture to the doctors who prescribe their medicin es. Off course, Pharmaceutical companies must keep their competitive edge, but o ne should do ethical marketing not this type of financial gain to the doctor. Th e Pharmaceutical industry is a powerful economic force. Pharmaceutical companies in Pakistan spend 35-50% percent of its total sales back into the Marketing of the drugs as there is almost no research and development in the Pakistan Pharmac eutical Industry. Face to Face promotion of drugs in Pakistan is the industry fa vorite marketing approach. Each company employs medrep to schmooze doctors and pha rmacists. As one medical rep explains Med Reps are trained not to mere sample dist ributors and goodwill ambassador. From offering cash deals and flight tickets to the baby sitting and taxi services, the spectrum of task a med rep has to perfo rm in serving doctors is as broad as the medrep and doctors want it to be. In Pak istan the registration process of drugs is very easy. An estimated 3450 new drug s registered between May 1, 1994 and February 1996 almost eight new drugs per wo rking days.

Direct to Consumer Marketing In Pakistan, patients can pick up leaflets which he lp them diagnose their own depression. If they are persuaded they can simply buy the Prozac over the counter and start consuming one day. Advertisements with Sl ogans like Extra Strength Clinically Proven 24 hour relief or nothing is stronger ar e common. Challenges Faced by Pakistani Pharmaceutical Companies Pharmaceutical companies of Pakistan face challenges of increasing competition from existing co mpanies and as well new companies. Inflation is another factor which Pakistani P harmaceutical Companies facing (Oil Prices, Electricity, Gas, Raw Material Price s Increases Due to these problems, pharmaceutical companies profits are decreasin g day by day and even some companies are running on break even or even in loss. So one should keep in mind these problems in mind while speaking about Promotion of Drugs in Pakistan. The Pharmaceutical industry has shown remarkably strong g rowth over the past several years. But now this industry is moving towards a mor e mature business model. National Pharmaceutical Companies need to define itself beyond being simply a low cost service provider: Management needs to identify a nd define the companys unique value offering for potential client. Determining th e new position of a pharmaceutical Company is not easy task and should be done a s part of long range strategic plan. Commercial success is still possible and st ill there is space for new market entrant. Availability of funds is a major weak ness of Pakistan Pharma industry with drugs requiring significant investment wit h no or little success.

With low barrier to entry, Pakistan Pharmaceutical Industry is highly fragmented with about 607 companies of which 405 companies have manufacturing plants inclu ding 25 foreign companies. The Cost of manufacturing conducting clinical trials are lower in Pakistan than US and other developed countries. R & D expenditure o f Pakistani Pharmaceutical Organization is still among the lowest in the world. Pakistan Pharma Industry employed 0.4 to 0.5 million people directly or indirect ly. Price of drugs in Pakistan are Government controlled. For the last seven yea rs there is no increase of price. MARKETING CHALLENGES TO TELECOM INDUSTRY IN PAKISTAN Telecom industry is growing in Pakistan, with new companies getting license the competition is tough as a result the consumer is getting benefit and enjoying ch eap call rates. With a population of 15 million country, telecom is one of the b est revenue generated industry. As voice over IP, web conferencing and online vi deo sessions are becoming popular these companies have bright future ahead.

Although the telecom industry is growing, but at the same time they are also fac ing marketing challenges due to perfect competition between different service pr oviders. This healthy competition results in deceptive marketing by different co mpanies. Trend of aggressive marketing and advertisement is observed by the mobi le operators in Pakistan. 68 paisa, 65 paisa, 60 paisa. Trying to one-up other c ompetitors, the advertisements emphasized the lowest possible rate to grab atten tion. In reality the low rates being advertised come with many conditions. To fi gure it out one has to read the fine print carefully. I think this is unfair to the consumers and we need to criticize this trend which some may characterize as deceptive marketing. Over the years mobile service packages have become difficu lt to understand. It used to be pre-pay & postpay and in-network & out-of-networ k. Now there is the option of lower price for pre-defined numbers (usually innet work) such as family and friends. Then there is the billing duration which used to be 1 minute in good old days. Not anymore. The rates advertised are usually b ased on lowest billing duration (say 30 seconds) and may only be valid during ce rtain times (e.g. Paktels Power Hours are 7 pm 10 pm). The billing duration for t he same package can vary for in-network and out of network calls! Given all of t he complexity, it is difficult for a common person to easily understand and comp are these plans. I mean who has time to analyze all of this (except your truly)? My guess is that most of the time people get upset but carry on with their busy lives. Wouldnt it be fair if all the operators advertisements included the rate for 1 minute call clearly? How about being more up-front and making the fine pri nt a bit less fine?

I think this problem is common to all operators, therefore all of them should sh are the responsibility to create a baseline standard. Better to fix this now bef ore the regulator (PTA) is asked to step in. Challenges of High Growth Mobile Te lecom Markets The mobile companies in many regions of the world do not enjoy the subscriber growth witnessed today in Pakistan. Therefore they have to work on n ew strategies to spur the growth and increase the revenue per subscriber. A rece nt paper in Alcatel Telecommunications Review summarized the challenges of high growth mobile markets and provided some suggestions to increase revenue. The pap er Innovating to maintain momentum in mobile penetration is available at Alcatels s ite. In this post Ill share a few key points and figures from their paper. Figure 1 is a summary of key challenges. The mobile companies in Pakistan will soon fa ce many of these challenges. Telecom companies can use IP based networks to converge and optimize their solut ion offerings and at the same time increase their penetration by

offering new services such as micro-payments. The next generation networks will play a key role in this growth. Of course some of the technologies like WiMAX ar e so new that their success or failure is still an open question. Still the poin t remains that current products and services can take these companies only so fa r. Companies such as WATEEN are already moving in this direction by providing tr iple play and mobile services. RECOMMENDATION 14 TIPS FOR COMPANIES TO EXPAND INTERNATIONALLY Here are the 14 solid tips for getting started in the global marketplace. Tip1 Determine how much you can afford to invest in your international expansion effo rts. Tip2 Plan at least a two-year lead time for world market penetration. Tip3 Pick a product or service to take or source overseas. Tip4 Conduct market research to identify your prime target markets. Tip5 Research the data to predict how your product will sell in a specific geographic location.

Tip6 Find cross-border customers. Tip7 Establish a direct or indirect method of export. Tip8 Hire a good lawyer, a savvy banker, a knowledgeable accountant and a seasoned tr ansport specialist, each of whom specializes in international transactions. Tip9 Prepare pricing, and determine landed costs. Tip10 Set up terms, conditions and other financing options. Tip11 Brush up on documentation and export licensing procedures. Tip12 Make personal contact with your new targets. Tip13 Explore cross-border alliances and partnerships. Tip14 Enjoy the journey ************************

Reference www.ecommercetimes.com www.docstoc.com/docs marketing.about.com/od/marketingplan andstrategy www.pragmaticmarketing.com/publications www.map.org.pk bx.businesswe ek.com/marketing-challenges www.pharmabiz.com/article findarticles.com/p/article s/ www.paki.biz/dir/pakistan-marketing www.scribd.com www.pta.gov.pk **************************