Marketing in the Middle Kingdom

Module II

8:00 - 4:30 pm
Tuesday, April 1st, 2008

Southwest Room #1.124
University of Texas at San Antonio
501 W Durango Blvd.
San Antonio, TX 78207

China will soon be the largest foreign market for Texas goods and services. Successful marketing in China requires meticulous planning, cohesive strategy development and decision action. This module will provide the tools and resources for companies wanting to develop a Chinese export marketing plan and includes information on how to identify market opportunities, understanding the market segments, analyzing distribution channels and developing sales strategies.

Seminar Agenda

7:30 - 8:00 am - Registration, Networking & Continental Breakfast

8:00 - 8:10 am - Welcome & Introduction

        Judge Nelson W. Wolff, Bexar County 

8:15 - 9:15 am - Marketing in China

• Why Culture & Customs Matter
• Trends in Demographics & Purchasing Power
• Chinese Market Intelligence: Identifying Opportunities

        Yan Yan, Owner, Outdoor Sign Supply - San Antonio, TX

9:15 - 9:30 am - Break

9:30 - 10:30 am - Chinese Distribution Channels

• Breaking into the Chinese Market
• Choices for U.S. Companies: Agents, Distributors, Joint Ventures & Direct Sales
• Developing Win-Win Relationships with Partners

10:30 - 10:45 am - Break

10:45 - 11:45 am - Driving Growth with the Right Marketing Strategy

• Developing Marketing & Promotion Strategies

        Rick Davis, Principal Manager, The Pelegrine Group, LLC - Austin, TX

        Lei Chen, China Market Specialist - The Pelegrine Group, LLC - Austin, TX 

12:00 - 1:15 pm - Keynote Speaker & Chinese Regional Lunch

        UPS - Invited 

1:30 - 2:30 pm - Knowing the Rules of the Game in China

• Impact of the Legal Environment for U.S. Exporters
• Chinese Product Regulations & Standards
• Protecting Intellectual Property Rights for U.S. Exporters

        James W. Repass, Partner, Fulbright & Jaworski LLP - Houston, TX  

2:45 - 4:30 pm - Business China Case Study

• Theme: Developing an Effective Chinese Sales & Marketing Program

4:30 pm - Q&A, Self-Study Assignment & Program Conclusion