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In developing this product, a great deal of material was reviewed including international marketing textbooks, export marketing guidelines generated by various international experts, and material contained within the websites of many companies and international organizations. While this information was helpful and generated ideas, it was not of the practical, step by step, nature needed by a company trying to determine if export marketing is a viable option. | HCMC International Footwear Exhibition. This footwear exhibition is a natural venue to sell the importance of the Vietnamese industry. There seems to be a lack of support from the overall industry for this exhibition and that is likely to be from its lack of success in drawing visitors. Whether the exhibition is being managed to its potential is a legitimate question for all involved to ask. Whether the promoter is actually doing enough international promoting is also a relevant question. These questions should be asked and changes made in the efforts or the promoters but the industry should make every attempt to support the show with its attendance. This show should be the single best way to draw international visitors from the industry to Vietnam and have them see new companies. There should be a system to encourage visitors to visit many companies during their visit. To develop the critical mass it is important that companies be helpful in telling buyers about other companies they should visit while in Vietnam. Everyone will benefit in the long term.
