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In export marketing, deciding where to locate is the first and perhaps the most important step in the exploration of foreign markets. To succeed in export operations, a company must clearly know its strengths and weaknesses as well as the opportunities and risks associated with the markets. Solid foundations make it possible to respond adequately to market conditions and, if necessary, to take the necessary measures. Such actions may for example consist of: concentrate export resources on promising business opportunities, systematize efforts of sales and distribution, consider alternatives for product, price, sales, distribution and communication.

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