ITS - EMO - 005 - Country Image
The influence of country image on export transactions is a very significant piece of information which should be taken into account by the exporter. The image of a country in a foreign market depends on many factors, among them being foreign policy, and of course, trade promotional policy, carried out by governments in order to improve this image. The exporter should find out how his own country image is portrayed in the target market. If this image is positive, the most logical thing would be to use this image in the exporters favour in marketing plans. If the image is negative, then we need to use the marketing mix to draw the importer or consumer's attention towards other variables of marketing.
In this unit you will learn about the influence of a country's image on its perception in export markets.
This will be achieved by:
- Examining what is a country's international image
- Analysing how we can use our country image to promote export sales
- Detailing the factors which influence a country's image abroad.