International Marketing

Title
Contents
PART ONE AN OVERVIEW
	1 The Scope and Challenge of International Marketing
		Global Perspective: Global Commerce Causes Peace
		The Internationalization of U.S. Business
		International Marketing Defined
		The International Marketing Task
		Marketing Decision Factors
		Aspects of the Domestic Environment
		Aspects of the Foreign Environment
		Environmental Adaptation Needed
		The Self-Reference Criterion and Ethnocentrism: Major Obstacles
		Developing a Global Awareness
		Stages of International Marketing Involvement
		No Direct Foreign Marketing
		Infrequent Foreign Marketing
		Regular Foreign Marketing
		International Marketing
		Global Marketing
		Strategic Orientation
		Domestic Market Extension Orientation
		Multidomestic Market Orientation
		Global Market Orientation
		The Orientation of International Marketing
	2 The Dynamic Environment of International Trade
		Global Perspective: Trade Barriers—An International Marketer’s Minefield
		The Twentieth to the Twenty-First Century
		World Trade and U.S. Multinationals
		Beyond the First Decade of the Twenty-First Century
		Balance of Payments
		Protectionism
		Protection Logic and Illogic
		Trade Barriers
		Easing Trade Restrictions
		The Omnibus Trade and Competitiveness Act
		General Agreement on Tariffs and Trade
		World Trade Organization
		Skirting the Spirit of GATT and WTO
		The International Monetary Fund and World Bank Group
		Protests against Global Institutions
PART TWO THE CULTURAL OF GLOBAL
	3 History and Geography: The Foundations of Culture
		Global Perspective: Birth of a Nation—Panama in
		Hours
		Historical Perspective in Global Business
		History and Contemporary Behavior
		History Is Subjective
		Manifest Destiny and the Monroe Doctrine
		Geography and Global Markets
		Climate and Topography
		Geography, Nature, and Economic Growth
		Social Responsibility and Environmental Management
		Resources
		Dynamics of Global Population Trends
		Controlling Population Growth
		Rural/Urban Migration
		Population Decline and Aging
		Worker Shortage and Immigration
		World Trade Routes
		Communication Links
		World Maps
	4 Cultural Dynamics in Assessing Global Markets
		Global Perspective: Equities and eBay—Culture Gets in the Way
		Culture’s Pervasive Impact
		Definitions and Origins of Culture
		Geography
		History
		The Political Economy
		Technology
		Social Institutions
		Elements of Culture
		Cultural Values
		Rituals
		Symbols
		Beliefs
		Thought Processes
		Cultural Knowledge
		Factual versus Interpretive Knowledge
		Cultural Sensitivity and Tolerance
		Cultural Change
		Cultural Borrowing
		Similarities: An Illusion
		Resistance to Change
		Planned and Unplanned Cultural Change
		Consequences of Innovation
	5 Culture, Management Style, and Business Systems
		Global Perspective: Do Blondes Have More Fun in Japan?
		Required Adaptation
		Degree of Adaptation
		Imperatives, Electives, and Exclusives
		The Impact of American Culture on Management Style
		Management Styles around the World
		Authority and Decision Making
		Management Objectives and Aspirations
		Communication Styles
		Formality and Tempo
		P-Time versus M-Time
		Negotiations Emphasis
		Marketing Orientation
		Gender Bias in International Business
		Business Ethics
		Corruption Defined
		The Western Focus on Bribery
		Bribery: Variations on a Theme
		Ethical and Socially Responsible Decisions
		Culture’s Influence on Strategic Thinking
		Synthesis: Relationship-Oriented versus Information-Oriented Cultures
	6 The Political Environment: A Critical Concern
		Global Perspective: World Trade Goes Bananas
		The Sovereignty of Nations
		Stability of Government Policies
		Forms of Government
		Political Parties
		Nationalism
		Targeted Fear and/or Animosity
		Trade Disputes
		Political Risks of Global Business
		Confiscation, Expropriation, and Domestication
		Economic Risks
		Political Sanctions
		Political and Social Activists and Nongovernmental Organizations
		Violence, Terrorism, and War
		Cyberterrorism and Cybercrime
		Assessing Political Vulnerability
		Politically Sensitive Products and Issues
		Forecasting Political Risk
		Lessening Political Vulnerability
		Joint Ventures
		Expanding the Investment Base
		Licensing
		Planned Domestication
		Political Bargaining
		Political Payoffs
		Government Encouragement
	7 The International Legal Environment: Playing by the Rules
		Global Perspective: The Pajama Caper
		Bases for Legal Systems
		Common vs. Code Law
		Islamic Law
		Marxist–Socialist Tenets
		Jurisdiction in International Legal Disputes
		International Dispute Resolution
		Conciliation
		Arbitration
		Litigation
		Protection of Intellectual Property Rights: A Special Problem
		Counterfeiting and Piracy
		Inadequate Protection
		Prior Use versus Registration
		International Conventions
		Other Managerial Approaches to Protecting Intellectual Property
		Commercial Law within Countries
		Marketing Laws
		Green Marketing Legislation
		Foreign Countries’ Antitrust Laws
		U.S. Laws Apply in Host Countries
		Foreign Corrupt Practices Act
		National Security Laws
		U.S. Antitrust Laws that Apply in Foreign Markets
		Antiboycott Law
		Extraterritoriality of U.S. Laws
		Cyberlaw: Unresolved Issues
		Domain Names and Cybersquatters
		Taxes
		Jurisdiction of Disputes and Validity of Contracts
PART THREE ASSESSING OPPORTUNITIES
	8 Developing a Global Vision through Marketing Research
		Global Perspective: Japan—Test Market for the World
		Breadth and Scope of International Marketing Research
		The Research Process
		Defining the Problem and Establishing Research Objectives
		Problems of Availability and Use of Secondary Data
		Availability of Data
		Reliability of Data
		Comparability of Data
		Validating Secondary Data
		Gathering Primary Data: Quantitative and Qualitative Research
		Problems of Gathering Primary Data
		Ability to Communicate Opinions
		Willingness to Respond
		Sampling in Field Surveys
		Language and Comprehension
		Multicultural Research: A Special Problem
		Research on the Internet: A Growing Opportunity
		Estimating Market Demand
		Expert Opinion
		Analogy
		Problems in Analyzing and Interpreting Research Information
		Responsibility for Conducting Marketing Research
		Communicating with Decision Makers
		Appendix: Sources of Secondary Data
	9 Emerging Markets
		Global Perspective: Wal-Mart, Tide, and Three-Snake Wine
		Marketing and Economic Development
		Stages of Economic Development
		NIC Growth Factors
		Information Technology, the Internet, and Economic Development
		Objectives of Developing Countries
		Infrastructure and Development
		Marketing’s Contributions
		Marketing in a Developing Country
		Level of Market Development
		Demand in Developing Countries
		Bottom-of- the-Pyramid Markets (BOPMs)
		Developing Countries and Emerging Markets
		Latin America
		Eastern Europe and the Baltic States
		Asia
		Newest Emerging Markets
		Strategic Implications for Marketing
		Emerging Competition
	10 Multinational Market Regions and Market Groups
		Global Perspective: Might Free Trade Bring Peace to the Middle East?
		La Raison d’Etre
		Economic Factors
		Political Factors
		Geographic and Temporal Proximity
		Cultural Factors
		Patterns of Multinational Cooperation
		Global Markets and Multinational Market Groups
		Europe
		European Integration
		European Union
		The Commonwealth of Independent States
		The Americas
		North American Free Trade Agreement (NAFTA)
		United States–Central American Free Trade Agreement–Dominican Republic Free Trade Agreement (DR-CAFTA)
		Southern Cone Free Trade Area (Mercosur)
		Latin American Economic Cooperation
		NAFTA to FTAA or SAFTA?
		Asian-Pacific Rim
		Association of Southeast Asian Nations
		Asia-Pacific Economic Cooperation
		Africa
		Middle East
		Implications of Market Integration
		Strategic Implications
		Marketing Mix Implications
PART FOUR DEVELOPING MARKETING
	11 Global Marketing Management: Planning and Organization
		Global Perspective: Global Gateways
		Global Marketing Management
		The Nestlé Way: Evolution Not Revolution
		Benefits of Global Marketing
		Planning for Global Markets
		Company Objectives and Resources
		International Commitment
		The Planning Process
		Alternative Market-Entry Strategies
		Exporting
		Contractual Agreements
		Strategic International Alliances
		Direct Foreign Investment
		Organizing for Global Competition
		Locus of Decision
		Centralized versus Decentralized Organizations
	12 Products and Services for Consumers
		Global Perspective: Hong Kong—Disney Rolls the Dice Again
		Quality
		Quality Defined
		Maintaining Quality
		Physical or Mandatory Requirements and Adaptation
		Green Marketing and Product Development
		Products and Culture
		Innovative Products and Adaptation
		Diffusion of Innovations
		Production of Innovations
		Analyzing Product Components for Adaptation
		Core Component
		Packaging Component
		Support Services Component
		Marketing Consumer Services Globally
		Services Opportunities in Global Markets
		Barriers to Entering Global Markets for Consumer Services
		Brands in International Markets
		Global Brands
		National Brands
		Country-of-Origin Effect and Global Brands
		Private Brands
	13 Products and Services for Businesses
		Global Perspective: Intel, the Boom and the Inescapable Bust
		Demand in Global Business-to- Business Markets
		The Volatility of Industrial Demand
		Stages of Economic Development
		Technology and Market Demand
		Quality and Global Standards
		Quality Is Defined by the Buyer
		ISO 9000 Certification: An International Standard of Quality
		Business Services
		After-Sale Services
		Other Business Services
		Trade Shows: A Crucial Part of Business-to-Business Marketing
		Relationship Marketing in Business-to- Business Contexts
	14 International Marketing Channels
		Global Perspective: A Single Stick of Doublemint Today— 18 Billion Tomorrow
		Channel-of-Distribution Structures
		Import-Oriented Distribution Structure
		Japanese Distribution Structure
		Trends: From Traditional to Modern Channel Structures
		Distribution Patterns
		Retail Patterns
		Alternative Middleman Choices
		Home-Country Middlemen
		Foreign-Country Middlemen
		Government-Affiliated Middlemen
		Factors Affecting Choice of Channels
		Cost
		Capital Requirements
		Control
		Coverage
		Character
		Continuity
		Locating, Selecting, and Motivating Channel Members
		Locating Middlemen
		Selecting Middlemen
		Motivating Middlemen
		Terminating Middlemen
		Controlling Middlemen
		The Internet
	15 Exporting and Logistics: Special Issues for Business
		Global Perspective: An Export Sale: From Trade Show to Installation
		Export Restrictions
		Determining Export Requirements
		ELAIN, STELA, ERIC, and SNAP
		Import Restrictions
		Tariffs
		Exchange Permits
		Quotas
		Import Licenses
		Standards
		Boycotts
		Voluntary Agreements
		Other Restrictions
		Terms of Sale
		Getting Paid: Foreign Commercial Payments
		Letters of Credit
		Bills of Exchange
		Cash in Advance
		Open Accounts
		Forfaiting
		Export Documents
		Packing and Marking
		Customs-Privileged Facilities
		Foreign Trade Zones
		Offshore Assembly (Maquiladoras)
		Logistics
		Interdependence of Physical Distribution Activities
		Benefits of a Physical Distribution System
		Export Shipping and Warehousing
		Foreign Freight Forwarder
		International Logistics and Supply Chain Management
		Terrorism and Logistics
		Cargo and Container Security Initiative
		Customs–Trade Partnership against Terrorism
		Electronic Tracking
	16 Integrated Marketing Communications and International Advertising
		Global Perspective: Barbie versus Mulan
		Sales Promotions in International Markets
		International Public Relations
		International Advertising
		Advertising Strategy and Goals
		Product Attribute and Benefit Segmentation
		Regional Segmentation
		The Message: Creative Challenges
		Global Advertising and the Communications Process
		Legal Constraints
		Linguistic Limitations
		Cultural Diversity
		Media Limitations
		Production and Cost Limitations
		Media Planning and Analysis
		Tactical Considerations
		Campaign Execution and Advertising Agencies
		International Control of Advertising: Broader Issues
	17 Personal Selling and Sales Management
		Global Perspective: International Assignments Are Glamorous, Right?
		Designing the Sales Force
		Recruiting Marketing and Sales Personnel
		Expatriates
		Virtual Expatriates
		Local Nationals
		Third-Country Nationals
		Host-Country Restrictions
		Selecting Sales and Marketing Personnel
		Training for International Marketing
		Motivating Sales Personnel
		Designing Compensation Systems
		For Expatriates
		For a Global Sales Force
		Evaluating and Controlling Sales Representatives
		Preparing U.S. Personnel for Foreign Assignments
		Overcoming Reluctance to Accept a Foreign Assignment
		Reducing the Rate of Early Returns
		Successful Expatriate Repatriation
		Developing Cultural Awareness
		The Changing Profile of the Global Manager
		Foreign-Language Skills
	18 Pricing for International Markets
		Global Perspective: The Price War
		Pricing Policy
		Pricing Objectives
		Parallel Imports
		Approaches to International Pricing
		Full-Cost versus Variable-Cost Pricing
		Skimming versus Penetration Pricing
		Price Escalation
		Costs of Exporting
		Taxes, Tariffs, and Administrative Costs
		Inflation
		Deflation
		Exchange Rate Fluctuations
		Varying Currency Values
		Middleman and Transportation Costs
		Sample Effects of Price Escalation
		Approaches to Reducing Price Escalation
		Lowering Cost of Goods
		Lowering Tariffs
		Lowering Distribution Costs
		Using Foreign Trade Zones to Lessen Price Escalation
		Dumping
		Leasing in International Markets
		Countertrade as a Pricing Tool
		Types of Countertrade
		Problems of Countertrading
		The Internet and Countertrading
		Proactive Countertrade Strategy
		Transfer Pricing Strategy
		Price Quotations
		Administered Pricing
		Cartels
		Government-Influenced Pricing
PART FIVE IMPLEMENTING MARKETING
	19 Negotiating with International Customers, Partners, and Regulators
		Global Perspective: A Japanese Aisatsu
		The Dangers of Stereotypes
		The Pervasive Impact of Culture on Negotiation Behavior
		Differences in Language and Nonverbal Behaviors
		Differences in Values
		Differences in Thinking and Decision-Making Processes
		Implications for Managers and Negotiators
		Negotiation Teams
		Negotiation Preliminaries
		At the Negotiation Table
		After Negotiations
		Conclusions
PART SIX The Scope and Challenge of THE COUNTRY NOTEBOOK— A Guide for Developing a Marketing Plan
	CASES 1 An Overview
		1-1 Starbucks—Going Global Fast
		1-2 Nestlé: The Infant Formula Controversy
		1-3 Coke and Pepsi Learn to Compete in India
		1-4 Marketing Microwave Ovens to a New Market Segment
	2 The Cultural Environment of Global Marketing
		2-1 The Not-So-Wonderful World of EuroDisney—Things Are Better Now at Paris Disneyland
		2-2 Cultural Norms, Fair & Lovely, and Advertising
		2-3 Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?
		2-4 Ethics and Airbus
		2-5 Coping with Corruption in Trading with China
		2-6 When International Buyers and Sellers Disagree
		2-7 McDonald’s and Obesity
		2-8 Ultrasound Machines, India, China, and a Skewed Sex Ratio
	3 Assessing Global Market Opportunities
		3-1 International Marketing Research at the Mayo Clinic
		3-2 Swifter, Higher, Stronger, Dearer
		3-3 easyCar.com
		3-4 Marketing to the Bottom of the Pyramid
	4 Developing Global Marketing Strategies
		4-1 McDonald’s Great Britain—The Turnaround
		4-2 Tambrands: Overcoming Cultural Resistance
		4-3 Iberia Airlines Builds a BATNA
		4-4 Sales Negotiations Abroad for MRI Systems
		4-5 National Office Machines— Motivating Japanese Salespeople: Straight Salary or Commission?
		4-6 AIDS, Condoms, and Carnival
		4-7 Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries
Glossary
Name Index
Subject Index