英语论文网

      国际营销和出口的管理人员都认为，出口的必要性和可行性，是第一步，企业不得不考虑在评估出口（卡瓦斯基尔和内森1990）。虽然各种因素在这一步中，发挥作用的市场吸引力，阿贝尔和哈蒙德在市场战略规划范围内推广（1979）英语论文和其他人，必须进行评估，确定规模较小的美国出口商的出口市场，准备在1992后EC。市场吸引力由选定的市场特征，在市场上的竞争力，金融和经济因素包括进入壁垒，如政府的参与政治因素。这些变量以及所选公司的特点是出口准备考试相关。

      International marketing and export managers alike contend that desirability and feasibility of exporting are the first step firms have to consider when assessing exporting (Cavusgil and Nason 1990). Although a variety of factors play a role in this step, market attractiveness, popularized in strategic market planning context by Abell and Hammond(1979) and others, must be assessed when determining the export readiness of smaller U.S. exporters for the post-1992 EC market. Market attractiveness consists of selected market characteristics, competitiveness in that market, financial and economic factors including entry barriers, and political factors like government involvement. These variables as well as selected company characteristics are relevant to the examination of export readiness.

      出口准备

      为准备出口决定如果出口的公司是一个赚钱的机会，它在整个出口市场发展过程中的关键变量（卡瓦斯基尔和内森1990）。研究表明，重要的决定，如出口信道利用率和信息需求的企业主要取决于企业的出口准备状态（Naor和卡瓦斯基尔1981）。
      Export Readiness
      As readiness to export determines if exporting is a profitable opportunity for a company, it is the key variable in the entire export market development process (Cavusgil and Nason 1990LiteraureReview).Research has shown that important decisions such as export channel utilization and information needs of a firm mainly depend on the state of that firm’s export readiness (Naor and Cavusgil 1981).
      Also the 4P and 7S model will be used to research the deep insight of current the situation of ENV’s. This will be reached by the use of an appropriate literature for both the 4P and 7S model.  
    “Effective organizational change is really the relationship between structure, strategy, systems, style, skills, staff and something we call super ordinate goals(shared values)”(Waterman, Peters & Philips, 1980). These elements together make up the 7S-model, which is developed by Waterman, Peters & Philips (1980). This has demonstrated its usefulness in diagnosing the causes of organizational shortfalls. In case for ENV, this literature will act as a guide when looking at the company’s management, staff and the structure in order to understand how the organization functions.
The marketing mix will also be included in the internal analysis. The introduction “became treated as the unchallenged basic model of marketing, so totally overpowering previous models and approaches” (Gronroos, 1994). The marketing mix concept consists of the 4 P’s (pricing, promotion, product and place https://www.51lunwen.org/LiteraureReview/ ). It is one way probably the best known way of defining the marketing mix, and was first expressed in 1960 by E J McCarthy.
      This will enable the researcher understand the kind of strategy ENV is using. The above mentioned literature will be useful for the first research question.