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close this bookExport Marketing for a Small Handicraft Business (Oxfam, 1996, 192 p.)
View the document(introduction...)
View the documentIntroduction
Open this folder and view contents1 The marketing mentality
Open this folder and view contents2 The business approach
Open this folder and view contents3 Markets and their characteristics
Open this folder and view contents4 Reaching your customer
Open this folder and view contents5 Support for handicraft exporters
Open this folder and view contents6 Designing and producing for export
Open this folder and view contents7 Presenting your product
Open this folder and view contents8 Fulfilling orders
Open this folder and view contents9 Despatching export consignments
View the documentConclusion
View the documentNotes and references
View the documentAddresses of organisations referred to in this book
View the documentFurther reading

Notes and references

1 The four Ps of marketing were first defined by McCarthy, Ed., (1964) in Basic Marketing: A Managerial Approach, London: R.D.lrwin.

2 Ansoff, ELI. (1968), Corporate Strategy, London: Penguin.

3 For a critical appraisal of projects established to create income for poor people, see Hurley, D. (1990), Income Generation Schemes for the Urban Poor, Oxford: Oxfam.

4 Details of financial statements and calculations of costs and overheads are not dealt with in this book. The author's (1987), Financial Management of a Small Handicraft Business, Oxfam/lntermediate Technology Publications, might be helpful on these subjects, and also on pricing, which is dealt with in Chapter 7.3 here.

5 Quoted from Deschampsneuf, H. (1984), Export for the Small Business, London: Kogan Page.

6 This list was suggested by Copeland, M.T. (1924), Principles of Merchandising, London: A.W.Shaw, and re-presented by Waterworth, D. (1987), in Marketing for the Small Business, London: MacMillan. See also Chapter 6.1 on social concerns affecting the behaviour of consumers.

7 Quoted from Levitt, T. (1983), The Marketing Imagination, London: The Free Press.

8 A comprehensive brochure describing ITC's programmes we, published in 1990 and is available free of charge. ITC publications are also free of charge for requests received from developing countries.

9 Quoted from ITC's brochure, p.22.

10 Quoted from UNESCO'S booklet describing the Ten-Year Plan of Action, p.3.

11 This description is generally agreed by members of the two associations of ATOs: the European Fair Trade Association and the International Federation for Alternative Trade.

12 'Bridge' is the name which Oxfam Trading gives to its importing activity. It suggests the link between producers and consumers. Oxfarr Trading also undertakes trade in products made in Great Britain for the purpose of raising funds for its Parent charity. Oxfam.

13 Oxfam Trading administers the Bridge Development Fund, which is financed by a grant from Oxfam (UK and Ireland).

14 Letter by Stephen Salmon, Project Director, Thai Payap Project, 17 August 1990.

151 have copied this story from Katz, B. (1987), Managing Export Marketing, London: Cower Publishing.

16 Letter by Stephen Salmon, Project Director, Thai Payap Project, 18 May 1990.

17 Annual Report 1990, Presbyterian Handicrafts Centre, Cameroon.

18 This is extracted from a document which was produced by Kenya External Trade Authority, 4 October 1978.

19 Banking practice in documentary credits throughout the world is in accordance with the Uniform Customs and Practice for Documentary Credits established by the International Chamber of Commerce. This definition comes from ICC's Guide to Documentary Credit Operations, published as their Brochure No.305, which gives much more detailed information than is included here.