Get on top of multicultural international trade
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Strategic Marketing

by Bernhard Adriaensens

Content

Introduction to marketing: marketing in 2010

The function of this module is to bring all participants to an equivalent level and to provide them with an inventory of marketing as applied in 2010.

Basic principles of international marketing

Factors that push companies to extend their industrial and commercial activities beyond the boundaries of their home territory are highlighted.

Presentation of the historical premises of market internationalization/globalisation and the geopolitical stakes involved.

Studies and analyses of international markets

Particularities and differences in the study of foreign markets (the degree of complexity and reliability, the transposition and comparability of tools, defining the real geographical scope for a market).

Market indicators (size, growth, development, distribution circuits, recent trends, investments, etc.).

The prism effect. Monitoring markets. Technological and commercial monitoring. Practical research tools.

International product policy

Study of basic questions relating to the development and commercialisation of products for export. Key points: adaptation or standardization of the product offer, the influence of « Made in … », stumbling blocks in cultural adaptation, the question of special packaging, the brand-product tandem.

International pricing policy

The constraints of international price fixing. Price standardization or adaptation. The commercial costs of introducing export activities. The type of presence and pricing policies. Local competitive analysis.

International distribution policy

The types and presence of distribution systems for exporting. Socio-economic context of distribution.

The particularities of electronic trade.

International trade communication

The specificities of international communication (local rules and regulations, cultural habits, the dangers of literal translation, corporate image).

Advertising and promotional tools for exporting (product leaflets, catalogues, brochures, videos and films, Internet presence, trade network information). Fairs and exhibitions. International direct marketing. Sponsorship.

International marketing strategies

International segmentation. Product-market couples. Segmentation and strategy (macro- and micro-segmentation, niche strategies). Targeting (innovator vs. follower). User/consumer profiles. Positioning and re-positioning.

The export business plan

  • Introduction to the business plan and marketing plan: Basic concepts and tools. The place of the various elements in the corporate plan.
  • Selecting the markets: Choosing priority markets. Working method and practical case studies.
  • Business plan tools : Practical forms for selfevaluation regarding:
  • The export potential
  • Choosing the priorities
  • Preparatory market research for the business plan
  • Budgetary methodology
  • The export plan: Writing an export plan

Pedagogy

Each session involves alternation of:

  • A study of the basic concepts of the subject;
  • Analysis of numerous real practical cases;
  • Interactive practical exercises;
  • Question and answer sessions.

A basic syllabus is provided.

Copies of the slides used for lectures are provided as well as other useful complementary information relating to the subjects discussed.

An ‘after sales” service in the form of questions and answers via Internet is freely available for participants for a period of three months after completing the training. This service may go as far as organizing ad hoc work sessions.

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