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From a marketing perspective, what are the benefits and challenges for…

- - - - Own strengths and weaknesses
      - Threats and opportunities
    - - Which markets to enter
        
        global marketing program
- - - - Trading systems
      - Socio-economic considerations
      - technological considerations
      - Economic considerations
      - Political and legal considerations
      - Ethical considerations
  - - - Market's size and growth rate
      - Competition
      - Costs of serving the market
      - Profit potential
      - Market access
    - - Skills
      - Resources
      - Product adaptation
      - Competitive advantage
  - - - Language, literacy, culture, internet access, data reliability. (P143
- - - - Independent organisation
        
        buying its goods to sell abroad
        
        Selling as an agent
        
        allowing organisation to use its distribution
        
        enables organisation to use independent's exporting expertise
        
        as cooperative acting for a number of producers
    - - Exports offering itself
        
        Through intermediaries
        
        can be easier but also expensive or difficult to terminate a contract
        
        Domestic based office
        
        More control and greater commitment
        
        Size of market needs to justify expense
        
        Foreign-based office
        
        Internet
        
        Direct to customers via website
    - - Two or more organisations forming a partnership, in which costs, risks and profits are shared, 146
        
        Eg. BA offering American Airlines flights to allow their passengers to go to NY
        
        Increased availability of special fares, connecting flights, destinations and departure times.
        
        Advantages include: btter use of available capacity, joint marketing of flights - taking advantage of company's sales strengths in their domestic market.