INTERNATIONAL MARKETING TECHNIQUES FOR ENGINEERS

The aim of this paper is to alert the engineering industry to opportunities in foreign markets. The key to success in the international market place is shown to be directly dependent upon an understanding of the environment of particular overseas countries, districts, cities and towns. The paper stresses the importance of an effective understanding of economic, cultural, institutional, ethical, political, legal and other aspects of an overseas market. The paper concludes that international marketing is founded on research in a similar way to domestic marketing. However, the process is seen to require a closer understanding of subjective as well as objective analysis. Otherwise service, design or product strategy will not produce plans which achieve the long term profits which warrant overseas operations.