Direction: These questions are based on the information given below:
Exporting means the sale of an item produced, stored or processed in the supplying firm’s home country in a foreign land. Some firms regard exporting as little more than a convenient way of increasing total sales; others see it as a crucial element of overall corporate strategy. ‘Passive’ exporting occurs when a firm receives orders from abroad without having canvassed them. ‘Active’ exporting, conversely, results from a strategic decision to establish proper systems for organising the export function and for procuring foreign sales. Exporting may be direct or indirect. With direct exporting, the exporter assumes full responsibility for the transfer of goods to foreign customers, customs clearance, local advertising and final sale of the goods. Indirect exporting uses intermediaries. Export merchants, for example, reside in the exporter’s country, acting as principals in exports’ transactions (that is, buying and selling on their own accounts). They are wholesalers who operate in foreign markets through their own salespeople, stockists and, perhaps, retail outlets. Exporters are relieved of administrative problems, documentation, shipping, internal transport and so on, and do not carry the risks of market failure. However, they lose control over the presentation of their products and foreign sales may fall because of poor foreign retailing.
Exporting is cheap and convenient to administer and carries no risk of failure of direct foreign investments. The revenues from foreign sales accrue entirely to the exporting company (rather than it having to repatriate profits from foreign subsidiaries), and the firm builds up a network of contacts of foreign agents, distributors, retail outlets, etc. Direct exporting provides total control over the selling process, prevents the need to share know-how with foreign partners and cuts out expensive intermediaries. Exporting can be highly profitable, although the development of an export facility can place severe strain on the business’s resources.