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The Trend in Customer Base
and Satisfaction
The customer base may change in exporting. Losing existing customers and gaining new customers is expected. In this competitive world, foreign customers may not stay with an exporter for a long time. Those who do usually are satisfied with the existing relationship or are unable to find a better supplier.
The importer of the brand name products that are well established in the importing country normally stays with the exporter for a long time, unless sales of the product become unprofitable.
Never count on past success. New factories, new exporters, and new importers emerge continuously worldwide. Importers continuously look for new sources of supply, while exporters continuously explore new market opportunities. It is important to maintain a competitive
While the author was with a large export-manufacturer, he had some foreign customers who would often complain that the company's prices were higher than the prices of other suppliers, which was true (marginally higher). However, those customers continued to patronize the company despite frequent complaints. A number of other customers actually shifted and bought from the competitors, but within a year some of them resumed buying from the company. It was learned later that the competitors could not supply a consistent quality, both in product and service.
Export and Import Permits (Licenses)
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