Pangs of Non-Confirmation

MARKETING of items of machinery, such as machine toots, demands -entirely different techniques from those required for marketing bulk quantities of raw materials or intermediate goods. Each type of machine tool is expected to perform a different job and under different conditions. Even within the same type of machine tools, different designs or attachments lend specific performance characteristics. Unlike the bulk items of export there are no standard international price quotations for machine tools; all prices have to be negotiated by expert and specialised management staff. Frequently, possibility of export depends on the extent of credit which exporters can extend. Sales have to be based not so much on the price factor (though this is important) as on quality, suitability for specific requirements and, most important, availability of after-sales service. Small exporters will always find it difficult to obtain repeat orders due to difficulties in rendering adequate after- sales service. Large manufacturers like HMT and Kirloskar have opened offices at important centres abroad to provide servicing facilities, something which smaller exporters cannot afford to attempt. Also, export orders are frequently for large quantities and for different sizes and types of machine tools since most engineering units pre fer to have their equipment from a single source as far as possible in order to minimise problems of servicing and spa reparts procurement. Since the smaller producers generally concentrate on a limited range of sizes and types they cannot cater to such package re- quirements.