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1. Markinetics
Newsletter of the Society for Marketing Professional Services
To the Point Case in Point...Tricks to International
Views on the Marketing—Focus on Peru
Subject By Vesta Rea-Gaubert; Vesta Rea & Associates
The DC-10 landed at Lima’s airport and a round of applause broke out among the Peruvian passen-
Lee Slade, of Walter P.
gers. My traveling companion looked around at the excitement and dryly commented, “Isn’t
Moore and Associates, Inc.,
has this to say about working AeroPeru supposed to make a successful landing at its destinations?”
in the international design Anytime you leave the United States and head south of the border there is always a risk. In Peru, the
community. “We have found
risk is greater, but the rewards can be equally as great for those who like to step outside their
that success is built on our
comfort zone.
willingness to adapt our
methods to the local culture,
not just in the project delivery
A Bird’s Nest on the Ground
process, but in every form of Peru is a virgin business opportunity. It has so much natural wealth in minerals, agriculture, fishing,
business relations and commu- mining, manufacturing, construction and public sector work that it is a “bird’s nest on the ground.” It
nications. We must appreciate is the front door to the Pacific Rim and the back door to the Caribbean.
their culture, language and
methods.” Peru is ready for an economic explosion through a massive privatization effort. Under the adminis-
Steven Peters, of Brown & tration of President Alberto Kenyo Fujimori, dozens of state-owned companies have been purchased
Root, Inc., agrees. “When we by private enterprises. The new owners have agreed to pour billions back into the country through
leave home, it is easy to look investment commitments.
at the world as if it were a
This industrial growth is requiring major improvements to the infrastructure—billion of dollars
mirror, reflecting the values,
behavior and practices we worth of roads, bridges,
know so well. One of the airports, ports, and water and
rewards of marketing abroad is wastewater systems are in the
learning that there are many planning stages. The Peruvian
ways to get the job done, most Airports and Civil Aviation
of which differ significantly
Corporation plan terminal
from ours. From start to finish,
expansions and other improve-
we risk offending, disappoint-
ing or even failing clients ments to the airports in
when we don’t take the time to Arequipa, Cuzco, Iquitos,
learn their culture, laws and Chiclayo, Piura, Tacna and
business practices.” Trujillo. In l997, the Lima
Airport is scheduled for a
In This Issue minimum of $70 million worth
of improvements, including
To the Point 1
Case in Point...Peru 1 upgrade of the security Participants in the recent trade mission to Peru included (left to
President’s Message 2 system, runway overlay, right): Marvin Marcell, Executive Director of HII; Dr. Elizabeth
Braggin’ Rights 3 Gatewood, Regional Director/UH Small Business Development
customs expansion, new
Upcoming Events 3 Center; Scott Shadle, President, Jones Business Systems; Dr.
Member Profile 4 luggage system and six new John Ivancevich, Dean, UH College of Business Administration;
New Members 4 jetways. and Jim Kollaer, President, Greater Houston Partnership.
page 2, column 2
September 2000

2. President’s Message Case...
A Message From Mary Beth Perring So now the question is how do you go about positioning your firm
to be on the cutting edge of this re-development. How do you
New Year Kicks Off New Concept in identify projects, find a local teammate you can trust and, most
Programming importantly, get paid?
As the year draws to a close, it is a time for change and
Where does the Marketer Begin?
resolutions. Of course, one of the biggest changes in my life has
been my recent appointment as your new Houston Chapter 1. Identify the country on which your firm wishes to
President. This change is the result of Rob Robideau’s decision focus. Find out which overseas projects are being funded by
the World Bank, the Inter-American Development Bank,
to pursue new goals. Anyone who knows Rob will appreciate not
the U.S. Chamber of Commerce and the International
only his dedication to the Chapter, but also his gentle spirit and
Monetary Fund. These groups have offices in Washington,
bright smile. I know you will join me in wishing him the best in
D.C. and are willing to share information. Check into the
his new ventures and in hoping that he can remain an active
International Technical Assistance Programs within the
member of the Houston Chapter.
U.S. government agencies. These technical assistance
One good thing about stepping up as President in mid-year is groups have knowledge of upcoming projects in various
that much of the hard work has been done. For example, the countries and provide aid with cooperative agreements, in-
2000 Programs Calendar has already been nailed down and country technical assistance, seminars and training.
should be in your hands in January. 2. Do your homework before you commit resources to
any international venture. Contact companies like Price
The most exciting news about programming, however, is a
Waterhouse, Arthur Andersen and Merrill Lynch. These
new program team concept developed to ensure speakers are
international financial institutions produce publications on
properly briefed to provide only relevant information pertaining
“How to Do Business” in numerous countries, covering
to the marketing effort. The resulting calendar includes hot topics
topics like the business environment, foreign investments,
you won’t find elsewhere, such as a revisit to the popular HUBS
trade opportunities, investment incentives, banking and
program and For the Keenly Competitive: Advanced Marketing
local regulations.
Survival Skills.
3. Contact the Houston International Initiatives, spon-
Kicking off the year will be two especially exciting programs, sored by Councilmember Eleanor Tinsley and directed by
starting with Jim Moncrief, Director of Client Services for The Margarita Bernal (713-247-2915). See if HII is planning a
Perryman Group. From interest and inflation rates to the eco- trade mission to the country of choice. They do an excellent
nomic impacts of NAFTA, a new governor, and a GOP-domi- job of getting their trade mission participants into the
nated state legislature and Congress, Moncrief will give us a country’s net-work of top political leaders and local
businessmen.
candid view of what (and who) will be hot in the next 12 months.
In April, Jeff Tobe, a five-time winner of the Golden Pyramid 4. Obtain a clear understanding of the local regulations,
award for specialty advertising, will be joining us from the East taxation system and government restrictions on doing
Coast for a special creativity workshop designed for Houston’s business. The experts in Peru included the American
Embassy, the American Chamber of Commerce of Peru and
A/E/C industry.
the U.S. Trade and Development Council.
Sincerely, 5. Find a reputable local agent to represent your firm. Do
ÿþýü úùø÷ öùýýõôó not attempt to do business without one, even if you are
Mary Beth Perring, fluent in the language and were born in the country.
President

3. Braggin’ Rights
W.S. Bellows Construction Corporation Daniel R. Brents, Inc.
• Brenda Burns was recently awarded the Marketing Professional • Recent contracts include the Master Plan for Hometown,
certification by SMPS National. USA ($500 million) and the Victorian Square Development
Douglas/Gallagher in Nevada ($200 million).
• Awarded two 1996 American Graphic Design Awards for the Walter P. Moore and Associates, Inc.
Texas Rangers Ballpark in Arlington, Texas and 25th Anniver- • Walter P. Moore, Jr., PE, Ph.D., has been named a Fellow of
sary of the Special Olympics, Smithsonian Institution Traveling the American Concrete Institute.
Exhibition Services (SITES). • Lawrence G. Griffis, PE, was named a T.R. Higgins Lecturer
• Recent contracts include the Spring Home Training Facility for by the American Institute of Steel Construction, the highest
the New York Yankees in Tampa, Florida and the Graphics honor given by the steel industry in the U.S.
Program for the U.S. Olympic Training Facility and Visitors • Javier Horvilleur, PE, received the Maurice Van Buren
Center in Atlanta. Structural Engineering Award for his paper on The
Gilbane Building Company NationsBank Tower.
• Matt Daniel was named Newcomer of the Year by the Associ- Comsul Ltd.
ated Builders and Contractors and has also been elected to the • Recent contracts include the Mary Kay Cosmetics Headquar-
Board of Directors. ters Relocation and the HISD/Rice K-8 Elementary School.
• Awarded the 1996 Apex Award for Moody Gardens in the Over
Morris Architects, Inc.
$15 Million, Institutional/Non-Profit Category by the AGC
• Recent contracts include the Ben Taub Hospital Tower and
Houston Chapter.
Central Plant Renovation, the Hirsch, Robinson, Sheiness,
• Recent contracts include the Greater Houston Traffic Manage-
Glover, P.C. Corporate Interiors and the Chicago Music and
ment Center for TxDOT ($6 million) and Construction
Dance Theater ($14 million).
Management for New Facilities Construction at the University
of Houston/Downtown. Way Engineering/The Poole & Kent Co.
AJR Engineering & Associates, Inc. A Joint Venture
• Recent contracts include the World Bank Environmental Audit • Currently under contract with George Hyman Construction
($200,000), a 40 MW Plant Design in Latin America ($60 Company, Dallas on the M.D. Anderson Cancer Center,
million) and a 10 MW Desalination Plant in the Caribbean ($1.5 Phase II Interior Finishing ($118 million).
billion).
Fullman Company
• Recent contracts include the AT&T High Purity Piping and Tool
Set in Orlando, Florida ($1.5 million), the Atmel Corp. High
Purity Piping System in Colorado Springs, Colorado ($5.0 Upcoming Events
million) and the American Red Cross D/B Mechanical Systems
in Portland, Oregon ($800,000).
Morganti Texas, Inc.
March Lunch Program
• Recent contracts include 500-Bed Substance Abuse Treatment
March 12, 2000
Facilities for the TDCJ in Liberty County ($8.5 million), Jasper
County ($8.1 million) and Wood County ($8.1 million). 1998 Trends: Changes and Challenges in the Marketing
Vesta Rea & Associates Crucible
• Vesta Rea & Associates was featured in the 1996 Houston 100
Report/Honorable Mentions List as one of the fastest growing
small businesses in Houston. Selection was made by the UH
April After Hours
Small Business Development Council. April 1, 2000
• Recent contracts include the Air Service Marketing Plan for the
Albuquerque International Airport and Governmental Affairs Coloring Outside the Lines: A Creativity Workshop for the A/
and Special Project Support for the City of Pearland Airport E/C Industry
Master Plan.
T.A.S. Construction, Inc. May Lunch Meeting
• Awarded the 1996 Apex Award for Best Concrete Application
from the AGC Houston Chapter. May 23, 2000
• Recent contracts include the Henderson Jail (232,000 SF, $2
million) and the Meyerland Mall Renovation (200,000 SF, $1.7 Renaissance of a Dowager: The Revitalization of Houston’s
million). CBD

4. Member Profile New
CHP & Associates Members
Karen L. Cooper The Society for Marketing
CHP & Associates, Marketing Coordinator Professional Services
founded in 1949 as Lockwood Andrews & P.O. Box 540072
Cook & Holle, provides Newnam Inc. Houston, Texas 77254-0072
specialty engineering Dottie Tullos
Newsletter Credits
services in mechanical, Marketing Coordinator
FMC/Parsons Brinckerhoff Publisher:
electrical, plumbing and
Teresa Williams Vesta Rea-Gaubert
fire protection systems.
Marketing Coordinator Vesta Rea & Associates
Gary Poole, Felicia Poole,
President Marketing Coordinator Hoover Architects Editor:
Kim Johnson
A 3D/International Company
Gary Poole, President of CHP, began his engineering career by K•K•Johnson and Associates
Mary L. Wright
Designer:
working with his father, Joe A. Poole. And now, a few decades Public Relations/Marketing
Steve Ortiz
later, Gary’s daughter, Felicia, continues the family tradition by Lockwood Andrews &
SPO Services
serving as Marketing Coordinator for CHP. Newnam Inc.
Contributors:
Diana Mitchell
Gary and Felicia both joined the SMPS Houston Chapter in June Marketing Assistant Mary Beth Perring
1994. Felicia says, “Unlike Groucho Marx, Dad and I are both Kenneth Balk & Associates,
Klotz Associates, Inc.
proud to be part of an organization that would have us as mem- Consulting Engineers Inc.
Vesta Rea-Gaubert
bers.” Lynn Wexler
Marketing Coordinator Vesta Rea & Associates
Kirksey-Meyers Architects
Houston, Texas 77254-0072
P.O. Box 540072
Here Professional Services
Postage The Society for Marketing
Place