Effective Marketing Across Countries, Customs, and Currencies

Formerly Managing in the Global Marketplace

• Global marketing strategy and implementation
  
• Tools, perspectives, and insights for business marketers

A Joint Program of the ISBM and Penn State's Center for Global Business Studies

Dr. Fariborz Ghadar
The William A. Schreyer Chair of Global Management, Policies, and Planning
Director, Center for Global Business Studies
Penn State

Build More Effective Strategies and Business Plans Across Today's Global Market Landscape

To succeed in today's global marketplace, managers must design and implement global strategies in diverse economic environments, based upon an understanding of the key principles of international trade and investment. In this seminar, an outstanding faculty leader provides a valuable snapshot of the globe to enable knowledgeable discussions, better decisions, and more profitable results.

Objectives

This seminar will allow participants to:

• Build an understanding of the key principles, considerations, and dimensions of international trade and investment.
• Better understand the state of the economy, infrastructure, currency, government, and environment for business across key world markets.
• Develop a deeper understanding of the complexities of global business operations and pricing.
• Develop more effective business and marketing plans for products and services in the global marketplace.

Who Should Attend

Business managers and others involved or becoming involved in international business-to-business marketing. Marketing, pricing, product planning, and sales managers will all benefit from this seminar.

Seminar Content

Day One

Morning:

• Marketing in the Global Marketplace
  Product life cycle implications
• Recent Trends in the Global Marketplace
  Accelerated product life cycle
  Time-to-market considerations
  Strategic alliance

Afternoon:

• People, Culture, and Markets
  The global economy and market assessment
• Culture and Market Strategy
• Market Entry Options
• Global Pricing Strategies and Pitfalls
  Alternative global pricing methods
  "Gray market" considerations

Day Two

Morning:

• Operational Issues in Global Pricing
  Ethnocentric, polycentric, and geocentric pricing
  Market management and pricing
  Government regulations—implications for pricing
  Responses to price changes in global markets
• Currency in the Global Marketplace
  Currency valuation and dynamics
  Exchange rates, inflation, and interest rate

Afternoon:

• Special Issues in Implementing a Global Strategy
  Credit terms, pricing, and bidding
  Evaluation and assessment of distributors
  Case histories and examples

Format

This two-day seminar begins at 8:30 a.m. and ends at 5:00 p.m. each day. It combines lecture and discussion, real business and industrial examples, case studies, and exercises. With limited attendance, there is ample time for extensive discussion and interaction. Participants are invited to bring real examples and situations to the program for class discussion.

Instructor

Dr. Fariborz Ghadar is the William A. Schreyer Chair of Global Management, Policies, and Planning, and director of the Center for Global Business Studies in The Smeal College of Business at Penn State. A consultant to a score of major corporations and governments, Dr. Ghadar has written several books, and publishes SWAPS: The Newsletter of New Financial Instruments, covering emerging markets.

For more information contact:

Paula Dorminy or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu