Export Marketing for a Small Handicraft Business (Oxfam, 1996, 192 p.)

(introduction...)

Introduction

1 The marketing mentality

1.1 What is marketing?

1.2 Analysing your options

1.3 Domestic and overseas markets

Summary

2 The business approach

2.1 Alternatives for exporting

2.2 A marketing plan

2.3 Researching the market

2.4 Matching resources to plans

Summary

3 Markets and their characteristics

3.1 The perception of value

3.2 Competition

3.3 Market structures

3.4 The costs of distribution

Summary

4 Reaching your customer

4.1 Means of communication

4.2 Buying procedures

4.3 Contact by correspondence

4.4 Meeting buyers

Summary

5 Support for handicraft exporters

5.1 The international trading environment

5.2 Trade promotion programmes

5.3 The fair trade network

Summary

6 Designing and producing for export

6.1 Taste in the market place

6.2 Product development

6.3 Quality control

Summary

7 Presenting your product

7.1 Labels and packaging

7.2 Increasing the value of your offer

7.3 Pricing

Summary

8 Fulfilling orders

8.1 Supplying to specification

8.2 Keeping in touch with the customer

8.3 Packing for export

Summary

9 Despatching export consignments

9.1 Exporting and importing formalities

9.2 International transportation

9.3 Methods of payment

Summary

Conclusion

Notes and references

Addresses of organisations referred to in this book

Further reading