EXPO Marketing Mix

A Practical Guide to Export Marketing

Building Through Learning...
The International Company
for Export Development S.A.E.
Overview
The Egyptian business sector must continuously keep
pace with and overcome a myriad of global challenges
in order to stay competitive. Export development is
emerging as one of those challenges, reflecting the im-
portance and merits of internationalization.

The Regional IT Institute, a leading regional educa-
tional organization, is helping businesses tackle the
challenges of export development with its series of spe-
cialized export programs, presented in collaboration
with the International Company for Export Develop-
ment (ExpoFront). EXPO Marketing Mix is one of
several professional training programs tailored to meet
the needs of Egyptian businesses wishing to develop
their export potential or expand their export activity.
Program Content
The rapid growth and dynamic changes in international
business over the past decade have made export marketing
of unique importance to companies of all sizes. Despite that
export marketing involves the same elements as domestics
marketing including: planning, positioning, branding, pric-
ing, distributing, and promoting; it is typically more com-
plex. Exporting companies need to accommodate differ-
ences between their domestic environment and the interna-
tional environment. Together, these differences require a
careful and well-planned approach to entering and expand-
ing in foreign markets.

EXPO Marketing Mix is your practical guide to export
marketing. The program highlights exporting as a marketing
activity by focusing on the international marketing decisions
and management processes. It comprehensively covers the
famous marketing mix4 Ps: product, price, place and pro-
motion methods but from an international perspective.
Program Outline

Understanding Export Marketing
Definition & Unique Requirements
International Marketing Environment
Revisiting PEST/PESTEL Analysis
Political - Economic - Socio-cultural - Technological
Environmental - Legal Factor

The Export Marketing Mix: 4 Ps
Product Dimension
Market Definition and Segmentation
Product Positioning and Adaptation
Export Branding

Price Dimension
Export Pricing Determinants and Strategy
Export vs. Domestic Price Policies
Price Elasticity and Responding to Price Changes
Setting an Export Price Quotation
Dealing with Transfer Pricing

Place Dimension
Entry Mode as a Channel Decision
Entry Mode as a Strategy
Selecting the Suitable Entry Mode
Export Entry Modes: Direct vs. Indirect Export
Drafting Model Contracts
The Internet and E-Commerce

Promotion Dimension
Export Marketing Promotion Decisions
Export Promotion Techniques
Export Promotional Strategy: Standardization vs. Adaptation
Optimal Promotional Budget
Evaluation of Promotion Effectiveness

Revisiting the Export Strategy/Plan



Key Benefits
Upon the completion of this program, participants should:
Recognize the scope and unique requirements of export marketing.
Be able to determine the basic differences between domestic and international marketing.
Understand how the export marketing mix is developed and implemented.
Learn how to link between export marketing and the export strategy/plan.

Participants Profile
EXPO Marketing Mix is designed for those who wish to understand and practice export marketing. Export managers,
export specialists, members of international marketing or sales teams, as well as others involved directly or indirectly with
the export activities are particularly suited for this program.

Instructors Profile
The instructors have extensive professional experience in the field of international marketing through working in reputa-
ble organizations, in addition to capitalizing on their academic background in this field. They shall maintain the practical
and interactive nature of this program by making use of internet facilities, presentations, group discussions and case
studies.
Think Global...
Practical Information
Location: RITIs Premises
Duration: 68 hours
Language: English (Arabic will be used for explanatory notes)
Pre-requisites and Requirements: Complete accepted registration form,
Good command of English language, personal resume and 2 photos
Fees: EGP 5,500
Payment Method: Cash, check payable to the RITI, or by a wire transfer

KINDLY MAKE SURE OF YOUR ACCEPTANCE BEFORE
ENTERING INTO THE PAYMENT PROCESS

Certificate

A certificate of attendance
will be issued from RITI and
ExpoFront
Coming Soon!
EXPO Alphabets: The Gateway to Export
EXPO Intel - Module (1): Research Mapping
EXPO Intel - Module (2): Aligning Research with Strategy
To receive our regular updates make sure to add your e-mail to our database
Our programs are funded by the Industrial Training Council ITC,
for companies registered on Industrial Modernization Center IMC database
For Information and Registration
The International Company for
Export Development (ExpoFront)
6 El-Montaza St., Zamalek, Cairo, Egypt.
Tel/Fax: (+202) 27355075 Mobile: (+2) 0120158899
E-mail: training@expofront.org
URL: www.expofront.org
Regional IT Institute (RITI)
11A Hassan Sabry St., Zamalek, 11211, Cairo, Egypt.
Hotline: 16147
Tel: (+202) 27375206/7 Fax: (+202) 27391380
E-mail: info@riti.org
URL: www.riti.org