Content
| 1- Exporting | 7- Export Prices |
| 2- International Marketing | 8- International Promotion. International Fairs |
| 3- Inter-cultural Management | 9- International Distribution. Direct Exports. Sales Network Management. Department Stores. |
| 4- Market Segmentation | 10- Information Systems |
| 5- Influence of the country's image | 11- The Export Department |
| 6- The Product and Exporting | 12- The Business Trip |
Detailed information:
- EXPORTING
Introduction. Who can export? Resources needed. Starting to export..
Introduction. Marketing: concepts & criteria. Marketing MIX. Industrial Product Marketing, Consumer Products Marketing and Services Marketing. The International Marketing Plan.
- INTERNATIONAL MARKETING
- INTER-CULTURAL MANAGEMENT
Every country is different. Universal stereotypes. Cultural types. Advice and common errors. Related theories (Maslow, CAR, Diffusion, etc.).
- COUNTRY IMAGE
How a country's brand image influences exports. Mathematical formulae..
- SEGMENTATION
Segmentation. Criteria. Stages. Strategies..
- THE EXPORT PRICE.
Prices in International Markets. The export price. Objectives. Pricing strategies..
- THE PRODUCT AND EXPORTING
Products and International Markets. Positioning. Product policies.
- INTERNATIONAL PROMOTION
Introduction. Direct and Indirect Promotion. The Export Catalogue. Promotional Mix: Advertising & Public relations.
- INTERNATIONAL DISTRIBUTION
Indirect Exports. Foreign Trade Consultancy ("Combination Export Manager"). Complimentary exports. Export Associations. Trading Companies. Direct Exports. Distributor / Importer. Representative. Direct Personnel. Sales Offices. Production subsidiaries. Licenses. Franchises. Other Methods.
- SALES NETWORK MANAGEMENT
Selection Criteria. Appropriate Profiles. The Contract. Search Methods. Network Control. .
- INFORMATION SYSTEMS
Information Systems. What to Export ?. Where to Export ?. How to Export ?. Research Methods. The Parts of a Market Research Study..
- INTERNATIONAL TRADE FAIRS
Introduction. Attendance Objectives. Organisation. Fair Marketing. After-Fair Activities. This book also includes an Analysis of the Trade Marts and the World Trade Centre.
- INTERNATIONAL SALES TO DEPARTMENT STORES
Hypermarkets. Appointed Agents. Purchasing Departments.
- THE EXPORT DEPARTMENT
Introduction. Organisation. Organizational Chart. Functions. The Export Director. The Export Clerk..
- A BUSINESS TRIP
A Simulation of a Business Trip to prospect a market. Everything from the initial Market Research to the Close of a Sale.
UNITS IN THE VIRTUAL CLASSROOM (Only available to distance learning participants)
- World-wide directory of communications media
- Using Access to organise information in the Export Department.
- Country profitability analysis using Excel
- Export Consortia
- Examples of market research studies
- Country Information:
- Senegal, Libya, Morocco, Nigeria, South Africa
- Chile, Peru
- China, Hong Kong, Jordan, Malaysia, Vietnam.
- France, United Kingdom
- International Agreements
- Export Assistance in Spain
- Vienna Convention
- CIM Convention
- CMR Convention
- GATT
- Hamburg Convention
- The state of the world in 1997 & 1998
- Free Trade Agreement
Technical Details