
                            MAKING CONTACTS


          After a company has identified its most promising markets
          and devised strategies to enter those markets, the next
          step is to actually locate a buyer. If that buyer is the
          end user of a company's product or service, a relatively
          simple transaction may result. In many cases, however, U.S.
          exporters need an in-country presence through a
          representative or distributor to reach the eventual buyer.
          Alternatively, the firm may identify customers through
          attendance at trade shows, trade missions, direct mail
          campaigns, and advertising.

          Regardless of how the exporter makes contacts and develops
          sales leads, the exporter faces many questions:

          *    Specifically who are potential buyers?

          *    What trade shows are the most effective?

          *    Which marketing techniques are most successful?


          In this chapter U.S. exporters will find the means to
          answer these questions. The marketing techniques described
          are by no means exhaustive. However, the chapter describes
          sources of assistance in locating buyers, evaluating trade
          missions and shows, and conducting other programs designed
          to make contacts.

          DEPARTMENT OF COMMERCE CONTACT PROGRAMS

          The U.S. Department of Commerce can help exporters identify
          and qualify direct leads for potential buyers,
          distributors, joint venture partners, and licensees from
          both private and public sources. Along with its various
          product, country, and program experts, the Department of
          Commerce has an extensive network of commercial officers
          posted in countries that represent 95 percent of the market
          for U.S. products.

          Services and publications available through the Department
          of Commerce are listed in this section. Exporters should
          contact the nearest Commerce district office (see appendix
          III) for more information or contact Export Promotion
          Services, U.S. Department of Commerce, 14th Street and
          Constitution Avenue, N.W., Washington, DC 20230; telephone
          202-377-2505.

          Export Contact List Service

          The ECLS provides mailing lists of prospective overseas
          customers from Commerce's automated worldwide file of
          foreign firms. It identifies manufacturers, distributors,
          retailers, service firms, and government agencies. A
          summary of the information on the company includes name an
          address, cable and telephone numbers, name and title of a
          key official product and service interests, year
          established, and additional data.  The lists are drawn from
          an on-line search of Commerce data on the bas of the market
          or company criteria specified by the exporter. The
          information is available either as cheshire or gummed
          mailing labels o as a summary printout of company data.
          Cost is 25 cents per name, with a minimum order of $10.

          Trade Opportunities Program (TOP)

          This service provides timely sales leads from overseas
          firms seeking t buy or represent U.S. products and
          services.  U.S. commercial officers worldwide gather leads
          through local channels. Lead details such as
          specifications, quantities, end use, and delivery and bid
          deadlines ar telexed daily to the computer center in
          Washington, D.C., reviewed, an then immediately posted on
          Commerce's EBB. Users can retrieve the TOP files (and all
          other files) from the EBB each day through a personal
          computer and modem. Subscribers may use, edit, or
          redistribute the lea in any way they wish. A subscription
          for all files on the EBB is $35 per year.

          TOP leads are also published each day in the Journal of
          Commerce. Othe trade information services such as TradeNet,
          Intellibanc, Commodity Developers Trade Group, state trade
          development agencies, and world trade centers also
          distribute TOP leads and leads obtained from their own
          services.

          Agent/Distributor Service (ADS)

          The ADS is used to locate foreign import agents and
          distributors. It provides a custom search overseas for
          interested and qualified foreign representatives on behalf
          of a U.S. exporter. Officers abroad conduct the search and
          prepare a report identifying up to six foreign prospect
          that have examined the U.S. firm's product literature and
          have express interest in representing the U.S. firm's
          products.

          The U.S. company is given the names and addresses of the
          foreign firms names and titles of persons to contact,
          telephone numbers, cable addresses and telex numbers, and
          brief comments about the agent or distributor and its
          stated interest in the proposal. A fee of $125 is charged
          for this service.

          ADS application forms may be obtained from Commerce
          district offices.  Trade specialists at these offices can
          help with preparing application and can provide guidance if
          there are any factors barring the desired relationship.

          World Traders Data Reports

          The WTDR service provides a background report on a specific
          foreign firm, prepared by commercial officers overseas.
          WTDRs give such information as the type of organization,
          year established, relative size, number of employees,
          general reputation, territory covered, language preferred,
          product lines handled, principal owners, financial
          references, and trade references. Each WTDR also contains a
          general narrative report by the U.S. commercial officer who
          conducted the investigation concerning the reliability of
          the foreign firm. A fee of $100 is charged per report.
          Further information on this service is available from any
          Commerce district office.

          Commercial News USA (CNUSA)

          CNUSA provides worldwide exposure for U.S. products and
          services throu an illustrated catalog-magazine and
          electronic bulletin boards. The catalog-magazine is
          distributed through U.S. embassies and consulates business
          readers in 140 countries. Copies are also made available to
          international visitors at trade events around the world.
          Current hard-copy distribution averages 110,000 copies,
          with 10 issues per yea Information in CNUSA is further
          disseminated by US&FCS posts or local organizations that
          reprint all or part of the publication. CNUSA's electronic
          distribution in key overseas markets reaches an additional
          130,000 business readers. It operates through private
          sector and government electronic business bulletin boards
          in 15 countries.

          Listings in CNUSA describe the major features of an export
          product or service. The name, address, and telephone and
          fax numbers of the U.S.  manufacturer or distributor are
          included along with a photo or illustration. Several size
          formats are available. A standard one-sixth page lists an
          average of 40 to 60 words and costs $250; larger formats
          may contain longer descriptions. The electronic versions of
          CNUSA transmit the complete text of the magazine listings,
          without illustrations, to EBB subscribers.

          The CNUSA program covers more than 30 industry categories
          and focuses products that have been on the U.S. market no
          longer than three years.  Companies may also market
          services and trade and technical literature through CNUSA.
          Only pharmaceuticals, raw materials, agricultural
          commodities, and items on the Federal Register Munitions
          List are excluded from CNUSA. All products in CNUSA must be
          at least 51 percent U.S. parts and 51 percent U.S. labor.

          CNUSA also profiles up to three industries per issue with
          high export potential. In these special industry sections,
          U.S. firms may promote established products as well as new
          models. Participants may purchase to three separate
          listings per issue, each focusing on a single produc model.
          A new product may be listed four times per year. CNUSA does
          not feature descriptions of entire product lines or accept
          camera-ready advertisements.

          The trade leads generated by CNUSA help U.S. firms identify
          potential export markets and make contacts leading to
          representation, distributorships, joint venture or
          licensing agreements, or direct sales. Overseas inquiries
          come directly to participating U.S. firms an are address
          coded to allow for tracking and program evaluation.
          Interested firms should contact the nearest Commerce
          district office f information.

          DEPARTMENT OF COMMERCE TRADE EVENT PROGRAMS

          Some products, because of their very nature, are difficult
          to sell unless the potential buyer has an opportunity to
          examine them in perso Sales letters and printed literature
          can be helpful, but they are certainly no substitute for an
          actual presentation of products in the export market. One
          way for a company to actually present its products an
          overseas market is by participating in trade events such as
          trade shows, fairs, trade missions, matchmaker delegations,
          and catalog exhibitions.

          In today's international market, trade fairs are "shop
          windows" where thousands of firms from many countries
          display their wares. They are marketplaces where buyer and
          seller can meet with mutual convenience.  Some fairs,
          especially in Europe, have a history that goes back
          centuries.

          Attending trade fairs involves a great deal of planning.
          The potential exhibitor must take into account the
          following logistic considerations

          *    Choosing the proper fair out of the hundreds that are
               held every year.
          *    Obtaining space at the fair, along with designing and
               constructing the exhibit.
          *    Shipping products to the show, along with unpacking
               and setup.
          *    Providing proper hospitality (refreshments and so on),
               along with maintaining the exhibit.
          *    Breaking down and packing the exhibit, and return
               shipping.

          There are many excellent international trade fairs, both
          privately run and government sponsored. A trade magazine or
          association can generall provide information on major
          shows. Because of the many considerations facing
          exhibitors, a company may wish to attend a Department of
          Commerce-organized U.S. pavilion overseas.

          Certified Trade Fair Program

          The Department of Commerce Certified Trade Fair Program is
          designed to encourage private organizations to recruit
          new-to-market and new-to-export U.S. firms to exhibit in
          trade fairs overseas. To receiv certification, the
          organization must demonstrate that (1) the fair is leading
          international trade event for an industry and (2) the fair
          organizer is capable of recruiting U.S. exhibitors and
          assisting them with freight forwarding, customs clearance,
          exhibit design and setup, public relations, and overall
          show promotion. The fair organizer must agree to assist
          new-to-export exhibitors as well as small businesses
          interested in exporting.

          In addition to the services the organizer provides, U.S.
          exhibitors ha the facilities and services of the Department
          of Commerce available to them. Commerce can also

          *    assign a Washington contact person to coordinate
               Commerce assistance;

          *    operate a business information office, which can
               provide meeting space, translators, hospitality, and
               assistance from US&FCS personnel to U.S. exhibitors
               and foreign customers;

          *    help contact buyers, agents, distributors, and other
               business leads and provide marketing assistance; and

          *    authorize use of the certification logo and provide a
               press release on certification.

          Foreign Buyer Program

          The Department of Commerce encourages foreign buyers to
          attend selecte U.S. trade shows. US&FCS selects leading
          U.S. trade shows in industries with high export potential.
          U.S. firms are assisted in fulfilling their international
          business objectives through their participation in selected
          U.S. trade shows where they can meet foreign buyers,
          distributors, potential licensees or joint venture
          partners.

          Through the Commerce district offices, international trade
          specialists are ready to take exhibiting U.S. firms through
          the exporting process and provide counseling to them before
          the trade show. In addition, an international trade
          specialist is available at each show to provide on-the-spot
          export counseling. The Foreign Buyer Program is also an
          excellent means for experienced exporters to penetrate new
          markets.

          For additional information contact a local Commerce
          district office or U.S. and Foreign Commercial Service,
          Export Promotion Services, Room 2118, Washington, DC 20230.
          For an application and additional information telephone the
          Foreign Buyer Program manager at 202-377-0481.

          Matchmaker trade delegations

          Matchmaker trade delegations, organized and led by Commerce
          personnel, enable new-to-export and new-to-market firms to
          meet prescreened prospects who are interested in their
          products or services in overseas markets. Matchmaker
          delegations usually target major markets in two countries
          and limit trips to a week or less. In this way, U.S. firms
          can interview a maximum number of prospective business
          partners with a minimum of time away from the office.
          Participants also take advantage of group-rate hotels and
          airfare as well as on-the-spot U.S. embassy support.
          Thorough briefings on market requirements and business
          practices and interpreters' services are also provided.
          Delegation members pay their own expenses and a share of
          the operating costs of t event.

          Trade missions

          Department of Commerce trade missions are planned visits to
          potential buyers or clients overseas. Missions can be
          undertaken by firms individually or in an organized group.
          Like trade shows, trade mission require careful planning
          and attention to scheduling. Much of the planning and
          coordination is done for participants.

          Commerce-sponsored trade missions are carefully organized
          and planned achieve maximum results in expanding exports of
          U.S.-produced goods an services. They are usually composed
          of fewer than 12 but more than 5 U.S. business executives.

          Catalog exhibitions

          U.S. firms may test foreign markets, develop sales leads,
          and locate agents or distributors through catalog
          exhibitions sponsored by US&FCS in some instances in
          conjunction with the Department of State's foreign service
          posts. These exhibitions feature displays of a large number
          of U.S. product catalogs, sales brochures, and other
          graphic sales aids a up to 10 U.S. embassies and consulates
          or in conjunction with trade shows in a region. Commercial
          staff provide each participant with sale leads and a
          visitors list of all foreign buyers attending the event.

          Because it requires the exporter to make a much smaller
          investment tha a trade mission or other personal visits,
          this program is particularly well suited for use in
          developing markets. For more information contact a local
          Commerce district office or the Marketing Programs
          Division, Room 2119, Export Promotion Services, U.S.
          Department of Commerce, Washington, DC 20230; telephone
          202-377-3973.

          OTHER DEPARTMENT OF COMMERCE PROGRAMS

          Export Development Offices (EDOs)

          EDOs in seven cities overseas provide a variety of programs
          and service to U.S. exporters. Staffed by US&FCS commercial
          officers, the EDOs are the principal U.S. export promotion
          facilities overseas.  The primary role played by the EDO
          (in conjunction with the US&FCS in the local U.S. embassy
          or consulate) is threefold:

          1.   It conducts or assists in market research in the
               country, helping to identify specific marketing
               opportunities and to determine whi products have the
               greatest sales potential.

          2.   It conducts export promotion events in its region that
               have been organized on the basis of market research
               findings.

          3.   It helps organize participation of specific U.S.
               exporters in the events.

          Located in Tokyo, Sydney, Seoul, Milan, London, Mexico
          City, and Sao Paulo, these offices organize and coordinate
          a range of export promoti programs, including on-site trade
          shows, U.S. pavilions in internation trade fairs, solo U.S.
          exhibitions, trade seminars, trade missions, catalog
          exhibitions, video and catalog exhibitions, and special
          promotions. Each EDO performs these functions only in the
          country in which it is located.

          When not being used to stage trade exhibitions, EDOs with
          exhibit and conference facilities frequently are made
          available to individual firm or associations. Facilities
          can be used for sales promotions, seminars and sales
          meetings. For a nominal fee, EDOs and some commercial
          office overseas also provide use of limited office space
          for traveling U.S.  business representatives as well as
          local telephone use, a market briefing, use of audiovisual
          equipment, and assistance in making appointments.

          Major projects program

          This program helps U.S. firms win contracts for planning,
          engineering, and constructing large foreign infrastructure
          and industrial systems projects, including equipment and
          turnkey installations. Assistance is provided when
          requested by a U.S. embassy, a prospective foreign clien or
          a U.S. firm, either to encourage U.S. companies to bid on a
          particular project or to help them pursue overseas
          contracts.

          Speed and flexibility in developing a strategy for each
          case are essential elements in the assistance given U.S.
          firms. As circumstances warrant, the Office of International
          Major Projects mobilizes and coordinates appropriate
          support from other U.S. government agencies, including
          foreign service posts abroad. For further information,
          contact Office of International Major Projects, Room 2015B,
          Trade Development, International Trade Administration, U.S.
          Department of Commerce, Washington, DC 20230; telephone
          202-377-5225.

          Textile and apparel export expansion program

          In recognition of the increasing importance of textile and
          apparel exports, Commerce has created this program to
          encourage and assist U.S manufacturers in initiating or
          expanding export sales, and to improve foreign market
          access for these products. To achieve these goals, the
          program does the following:

          *    Undertakes policy efforts to identify and negotiate
               away foreign trade barriers and to examine other
               methods by which the environment for U.S. textile and
               apparel exports can be improved.

          *    Provides vehicles such as sponsoring trade fairs and
               trade mission to improve exposure for U.S. textile and
               apparel firms and products in foreign markets.

          *    Provides information on overseas markets and
               counseling on method of entering those markets, and
               facilitates the exchange of information between
               industry and government relevant to improving exports
               of U.S. textile and apparel products.

          The program is administered by the Market Expansion
          Division, Office of Textiles and Apparel; telephone
          202-377-5153.

          DEPARTMENT OF AGRICULTURE FORIEGN AGRICULTURAL SERVICE

          Through a network of counselors, attaches, trade officers,
          commodity analysts, and marketing specialists, USDA's FAS
          can help arrange contacts overseas and provide promotional
          assistance. The programs and services offered are described
          in this section.

          Commodity and marketing programs

          The Commodity and Marketing area of FAS handles inquiries
          for specific commodity-related information. Each division
          provides support for analysis of consumption, trade,
          stocks, and so on, and marketing information. The six
          divisions and their telephone numbers are as follows.

          1.   Dairy, Livestock, and Poultry Division, 202-447-8031.
          2.   Grain and Feed Division, 202-447-6219.
          3.   Horticultural and Tropical Products Division,
               202-447-6590.
          4.   Oilseed and Oilseed Products Division, 202-447-7037.
          5.   Tobacco, Cotton, and Seed Division, 202-382-9516.
          6.   Forest Products Division, 202-382-8138.

          High-Value Product Services Division

          The High-Value Product Services Division's purpose is to
          expand overse markets for U.S. agricultural and food
          commodities and products throug a wide range of services,
          which are described in this section.

          AgExport Connections

          AgExport Connections provides information services to help
          expand and promote agricultural exports. It offers the
          AgExport Action Kit, which describes services available
          from USDA to help U.S. food and agricultural exporters.
          Other AgExport Connections services are as follows:

          *    Trade leads. These inquiries from overseas buyers
               looking for U.S products are sent daily to USDA. From
               2,500 to 4,000 trade leads are disseminated
               domestically each year. Trade leads may be obtained in
               four ways:
               1.   Trade Leads Fax Service. Exporters can receive
                    categorized trade leads by polling the AgExport
                    fax machines each week.  The faxed information is
                    free, but the company seeking the information
                    must pay the cost of the call.  Interested
                    companies may obtain an information sheet an
                    directions on how to poll the Trade Leads Fax
                    Service units by faxing AgExport Connections at
                    202-472-4374.

               2.   AgExport Trade Leads. All trade leads are
                    published in this weekly bulletin, which
                    also highlights upcoming trade shows and
                    foreign trade developments throughout the
                    world. The 1991 subscription fee is $75. To
                    subscribe, send a check payable to USDA-FAS
                    to AgExport Connection Room 4939, South
                    Building, Foreign Agricultural Service U.S.
                    Department of Agriculture, Washington, DC
                    20250-1000; telephone 202-447-7103, fax
                    202-472-4374.

               3.   Electronic trade leads. With a computer, a modem,
                    and communications software, exporters can
                    receive trade leads electronically.
                    Information on the different type of
                    services and prices is available from
                    Computer Information Delivery Systems,
                    Office of Public Affairs, U.S. Department of
                    Agriculture, Room 536-A, Administration
                    Building, Washington, DC 20250-1000;
                    telephone 202-447-5505, fax 202-475-5396.

               4.   Journal of Commerce. Selected trade leads
                    received by USDA a published several times
                    each week in the "Agricultural Trade Leads"
                    columns of the Journal of Commerce. For
                    subscription information telephone
                    800-221-3777.

          *    Buyer Alert. This weekly newsletter and free
               advertising service for exporters can help introduce
               U.S. food and agricultural products to foreign buyers.
               Buyer Alert reaches more than 9,000 buyers overseas.
               Only agricultural products (no equipment or services)
               may be announced in Buyer Alert. Each announcement
               features a product description, an optional indicator
               price, and specific firm information. To take
               advantage of the service, contact AgExport
               Connections, Room 4939, South Building, Foreign
               Agricultural Service, U.S. Department of Agriculture,
               Washington, DC 20250-1000; telephone 202-447-7103, fax
               202-472-4374.

          *    Foreign Buyer Lists. The AgExport Connection staff
               maintains a data base of approximately 17,000 foreign
               firms from more than 70 countries. These foreign firms
               have expressed interest in importing specific U.S.
               food and agricultural products. U.S. firms may obtain
               these lists to match their products with prospective
               foreign buyers. The Foreign Buyer Lists provide
               company name; contact nam address; and telephone, fax,
               and telex numbers. The lists may be ordered for a
               specific commodity for the entire world or by country
               for all commodities. In addition, Foreign Buyer Lists
               may be processed on cheshire or gummed labels. For
               more information or to order, contact AgExport
               Connections, Room 4939, South Building, Foreign
               Agricultural Service, U.S. Department of Agriculture,
               Washington, DC 20250-1000; telephone 202-447-7103, fax
               202-472-4374.

          Trade Shows

          The High-Value Product Services Division also organizes
          U.S. pavilions at major international trade shows and
          exhibitions. These events provide a cost-effective way of
          testing a market, checking the competition, meeting foreign
          buyers and consumers, and establishing new contacts. The
          Trade Show Coordinators Office can assist U.S. exhibitors
          with obtaining a booth, advance publicity, product
          shipment, and customs clearance.

          Trade Assistance and Planning Office (TAPO)

          The USDA's TAPO provides a single point of contact in the
          FAS for agricultural exporters who need foreign market
          information, as well as for those who believe they have
          been injured by unfair trade practices TAPO can help U.S.
          agricultural exporters contact the appropriate offices of
          federal agencies that administer trade remedy laws, and it
          may be able to provide supporting data and information. The
          office prepares several annual reports that may be of
          interest to U.S.  agricultural exporters. Contact Trade
          Assistance and Planning Office, Foreign Agricultural
          Service, U.S. Department of Agriculture, 3101 Park Center
          Drive, Suite 1103, Alexandria, VA 22302; telephone
          703-756-6001

          AGENCY FOR INTERNATIONAL DEVELOPMENT

          AID administers most of the U.S. foreign economic
          assistance programs.  These programs offer export
          opportunities for U.S. suppliers of professional technical
          assistance services and commodities (goods, products,
          equipment, and material). Professional technical assistance
          services generally offer opportunities for consultant and
          expert capabilities in agriculture, nutrition, and rural
          development; education and human resources; health and
          population; and energy and environment assessment.
          Opportunities to export commodities are available through
          the commodity import programs that AID operates in selected
          AID recipient countries, and through AID's direct
          procurement of commodities. In addition, AID funds may be
          available to finance developmentally sound projects in
          certain recipient countries involving U.S. capital goods a
          services. U.S. exporters are best positioned to obtain
          orders by making the local purchasing agencies aware of
          their products at an early stage. For information on
          available funds, projects under consideration, and
          contacts, exporters traveling to developing countries where
          an AID program is in place may wish to visit the AID
          mission in the U.S.  embassy.

          For the most part, AID advertises export opportunities for
          both professional technical assistance and commodities in
          the Commerce Business Daily, available through paid
          subscription from the Superintendent of Documents, U.S.
          Government Printing Office, Washington, DC 20402-9371.
          Notices of intended procurement of AID-financed commodities
          are also advertised in the AID Procurement Information
          Bulletin, available through free subscription from AID's
          Office of Small and Disadvantaged Business
          Utilization/Minority Resource Center (OSDBU/MRC),
          Washington, DC 20523-1414; telephone 703-875-1498.

          TRADE AND DEVELOPMENT PROGRAM

          TDP is an independent U.S. government agency that funds
          feasibility studies, consultancies, training programs, and
          other project-planning services in middle-income and
          developing countries and in Eastern Europe. Contracts
          funded by TDP grants must be awarded to U.S.  companies,
          thus helping position potential U.S. suppliers of goods and
          services for follow-on contracts when these projects are
          implemented.

          Most TDP funding is granted for feasibility studies in
          sectors that are of high priority to host governments:
          agribusiness, educational technology, electronics, energy,
          minerals development, telecommunications, transportation,
          and waste management. To ensure a satisfactory and useful
          study, the host governments play an active role in awarding
          and managing the contract.

          In addition, opportunities for technical consultants also
          arise in connection with definitional missions to
          investigate the scope of a project, develop a scope of work
          for a feasibility study, draw up a budget estimate, and
          make a recommendation concerning TDP support for the study.
          TDP selects qualified consultants through use of a
          consultants data base, for which U.S. small businesses are
          encouraged to register.

          For more information on TDP contact U.S. Trade and
          Development Program SA-16, Room 309, Washington, DC
          20523-1602; telephone 703-875-4357.

          STATE AND LOCAL GOVERNMENT ASDSISTANCE

          Most states can provide an array of services to exporters.
          Many states maintain international offices in major
          markets; the most common locations are in Western Europe
          and Japan. Working closely with the commercial sections of
          U.S. embassies in these countries, they can provide
          assistance in making contacts in foreign markets, providing
          such services as the following:

          *    Specific trade leads with foreign buyers.

          *    Assistance for trade missions, such as itinerary
               planning, appointment scheduling, travel, and
               accommodations.

          *    Promotional service for goods or services, including
               representing the state at trade shows.

          *    Help in qualifying potential buyers, agents, or
               distributors.  In addition, some international offices
               of state development organizations help organize and
               promote foreign-buyer missions to the United States,
               which can be effective avenues of exporting with
               little effort. Attracting foreign investment and
               developing tourism are also very important activities
               of state foreign offices.

          BUSINESS AND SERVICE ORGANIZATION CONTACTS

          Contacts made through business colleagues and associations
          can often prove invaluable to U.S. exporters. A colleague
          with firsthand experience in an international market may
          give a personal recommendation for an agent, distributor,
          or potential buyer. Conversely, the recommendation against
          the use of a representative for credit or reliability
          reasons may save the firm a number of problems. Attending
          export seminars and industry trade shows is an excellent
          method of networking with business people who have
          international experience. In addition, trade associations
          can provide a valuable source of contacts with individuals
          who may wish to share their experience of identifying and
          selling to buyers and representatives in foreign markets.

          Banks can be another source of assistance in locating
          overseas representation. The international departments,
          branches, or correspondent banks of U.S. banks may help
          locate reputable firms that are qualified and willing to
          represent U.S. exporters. In addition, freight forwarders,
          freight carriers, airlines, port authorities, and American
          chambers of commerce maintain offices throughout the world.
          These service firms often have contacts with qualified
          representatives and can make recommendations to the U.S.
          firm. Foreign embassy and consulate commercial offices may
          also be able to provide directories a assistance.

          PROMOTION IN PUBLICATIONS AND OTHER MEDIA

          A large and varied assortment of magazines covering
          international markets is available to exporters through
          U.S. publishers. They range from specialized international
          magazines relating to individual industries such as
          construction, beverages, and textiles, to worldwide
          industrial magazines covering many industries. Many
          consumer publications produced by U.S.-based publishers are
          also available.  Several are produced in national-language
          editions (Spanish for Latin America, and so on) and also
          offer "regional buys" for specific export markets of the
          world. In addition, several business directories published
          in the United States list foreign representatives
          geographically or by industry specialization.

          Publishers frequently supply potential exporters with
          helpful market information, make specific recommendations
          for selling in the markets they cover, help advertisers
          locate sales representation, and render other services to
          aid international advertisers. For an extensive list of
          these international publications see the International
          Section of Business Publication Rates and Data, a book
          published by Standard Rate and Data Service, 5201 Old
          Orchard Road, Skokie, IL 60077. Another publication, The
          Gale Directory, contains an even more complete list of
          foreign periodicals, but it provides less detailed
          information on circulation and rates.  State departments of
          commerce, trade associations, business libraries, and major
          universities may also provide these publications.

          Television, radio, and specially produced motion pictures
          may also be used by a U.S. business for promoting products
          or services, depending the country. In areas where programs
          may be seen and heard in public places, television and
          radio promotions offer one of the few means of bringing an
          advertising message to great numbers of people. In many
          countries, particularly in Latin America, various forms of
          outdoor advertising (billboards, posters, electric signs,
          and streetcar and bus cards) are widely used to reach the
          mass audience.

          Because of the specialized knowledge required to advertise
          and promote successfully in foreign markets, U.S. firms may
          find useful the services of a U.S. advertising agency with
          offices or correspondents abroad. Some U.S. agencies handle
          nothing but foreign advertising, and some marketing
          consultants specialize in the problems peculiar to selling
          in foreign markets. The International Advertising
          Association, Inc., 475 Fifth Avenue, New York, NY 10017,
          can provide names of domestic agencies tha handle overseas
          accounts.