The main objective of this Learning Unit is to understand the influence of a country’s international image on its export performance.
Learning Unit Summary
The influence of country image in export transactions is a very significant piece of information, which should be taken into account by the exporter.
The image of a country in the foreign markets depends on many factors, among them on the foreign promotional policy carried out by governments in order to improve this image. The exporter should find out what is the country image of his country in the target market.
If this image is positive, the most logical thing will be to use it in our favor in our marketing plans. If the image is negative, the recommendable thing is to use the marketing mix to draw the importer’s attention towards other variables of marketing.
- Country Image
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