International marketing : text and cases

Cover
Half Title
About the Authors
Title Page
Copyright
Preface
Contents
Chapter 1. Concept and Process of International Marketing
	Section 1: Introduction
	Section 2: International Marketing—A Definition
	Section 3: A Comparison of Domestic Marketing with International Marketing
		Challenges Firms Face in International Marketing
			Political and Legal Environment
			Cultural Environment
			Competitive Environment
	Section 4: Stages of International Marketing—An Evolutionary Process
		Domestic Marketing Company
		Export Marketing Company
		Multinational/International Marketing Company
		Global/Worldwide Marketing Company
	Section 5: International Marketing Orientations
		Ethnocentric Approach
		Polycentric Approach
		Regiocentric Approach
		Geocentric Approach
	Section 6: Motivating Factors of International Marketing
		International Marketing: Environment Motivating Factors
		Firm-specific Motivating Force
		STAR Network’s Adaptation to Indian Culture—a Media Success Story
	References
	Websites Visited
	Suggested Further Readings
	Objective Type Questions
	Review Questions
	Case Study
Chapter 2. WTO and Implications on International Marketing
	Section 1: WTO and Globalisation: Issues
		WTO and Developments in the World Economy
			Integration of Financial Markets
			Computer-based Technologies and Information Systems
	Section 2: The Marketing Scenario
		WTO: Impact on Marketing
			Product
			Price
			Promotion
			Place
	Section 3: Other Factors
	Section 4: Conclusion
	References
	Objective Type Questions
	Review Questions
Chapter 3. Emerging Trends & Internationalisation of Firms
	Section 1: Internationalisation—Reasons and Strategies
		Global Market Entry of Firms: Some Reasons
			Domestic Competition
			To Avoid Dependence on Domestic Market
			Economies of Scale
	Section 2: Ranbaxy Laboratories—Internationalisation Strategies
	Section 3: Dr. Reddy’s Laboratories: Going Global and Growing Multinational
	Section 4: Aurobindo Pharma’s International Expansion Strategies
		Long-Term Growth Strategy
		Learnings
	References
	Objective Type Questions
	Review Questions
	Case Study
Chapter 4. Country Analysis, Selection, Market Size and Marketing Mix
	Section 1: Introduction
	Section 2: Country Evaluation and Selection
	Section 3: Country Risk Analysis
		Competitive Risk
		Political Risk
	Section 4: Market Research and Consumer Behaviour
		Market Size Analysis
	Section 5: The International Marketing Mix
		Product Policy
		Reasons for Product Alterations
			Pricing
			Promotion
			Branding and Distribution
	References
	Review Questions
	Game
Chapter 5. International Marketing: Research and Opportunity Analysis
	Section 1: Introduction
	Section 2: Why do Firms Conduct International Marketing Research?
	Section 3: International Marketing Research
		The Scope of International Marketing Research and Country Analysis
	Section 4: Conducting Formal Marketing Research
	Section 5: Collecting, Analysing and Interpreting Data
	Section 6: Assessing International Market Size and Sales Potentials
	Section 7: Managing International Marketing Research Globally
	References
	Websites Visited
	Suggested Further Readings
	Objective Type Questions
	Review Questions
Chapter 6. Cultural Factors and Environment
	Section 1: Introduction
	Section 2: Defining Culture
		How Does Culture Influence Marketing Activities?
	Section 3: Correlates of Culture
	Section 4: Elements of Culture
		Cultural Values
	Section 5: The Nation as a Culture
		Social Systems
	Section 6: Language as an Element of Culture
		Silent and Non-verbal Language
		Body Language or Kinesics
		Information Processing
	Section 7: Religion as an Element of Culture
	Section 8: Cultural Dynamics
		Is Globalisation Leading to Homogenisation of Cultures?
		International Marketing and Cultural Dynamics
		Local Cultures and Globalisation
	References
	Websites Visited
	Suggested Further Readings
	Objective Type Questions
	Review Questions
Chapter 7. Political Factors and Environment
	Section 1: Introduction
	Section 2: Political Environment
	Section 3: Types of Government and Political Economic Systems
	Section 4: Political Risks in International Marketing
		Domestication
	References
	Websites Visited
	Suggested Further Readings
	Objective Type Questions
	Review Questions
Chapter 8. Legal Aspects and International Marketing
	Section 1: International Legal Environment: An Introduction
	Section 2: Legal Frameworks
	Section 3: Different Legal Systems
	Section 4: International Dispute Settlement Processes
	Section 5: Other Legal Issues
	References
	Websites Visited
	Suggested Further Readings
	Objective Type Questions
	Review Questions
Chapter 9. Market Entry Modes, Framework, Structure and Strategies
	Section 1: Introduction
		Rationale for International Collaborative Arrangements
	Section 2: Market Entry Modes: Framework and Structure
		Some of the Considerations in Collaborative Arrangements
		International Licensing
		International Franchising
		Management Contracts
		Turnkey Operations
	Section 3: Global Market Entry Modes: Problems and Challenges
	Section 4: Control Strategies
		Distance
		Diversity
		Degree of Certainty
		Control Mechanism
	Objective Type Questions
	Review Questions
	Case Study
Chapter 10. Market Entry Modes—JV, M & A, Strategic Alliance and Subsidiaries
	Section 1: Modes of Global Market Entry and Strategies
	Section 2: Joint Ventures
		How to Build Successful Joint Ventures?
		Benefits and Limitations of International Joint Ventures
		Legal Forms of Joint Ventures in the World
	Section 3: International Joint Ventures in China
	Section 3: Global Mergers and Acquisitions
		Examples
	Section 4: International Strategic Alliances
	Section 5: Subsidiaries
	References
	Websites Visited
	Objective Type Questions
	Review Questions
	Case Study
Chapter 11. International Product Policy, Planning and Strategy
	Section 1: Introduction
		Defining a Product
		Basic Classification of Products
			Industrial Products (Capital Goods and Raw Materials)
			Consumer Products
	Section 2: Product Planning in International Markets
		Local Products
		National Products
		International Products
		Global Products
	Section 4: Product Extension
		Product Standardisation and Adaptation
			Advantages of Standardisation
			Factors that Favour Standardisation
			Product Adaptation
			Product/Communication Adaptation Strategy
	Section 5: New Product Invention/Development
		Process of New Product Development for International Markets
			Challenges to New Product Launch in International Markets
			The Process of Generating New Product Ideas
			Domestic and International Customers
			Direct and Indirect Competitors
			Evaluating and Screening New Product Ideas
			Developing and Evaluating International Product Concepts
			Analysing Product Business Proposal
			Developing the Product Prototype
			Market Testing
			Large Scale Test Marketing
			Commercial Launching of Product Internationally
			Product Positioning in International Marketing
			Quality Attributes–Value for Money
			User Attributes
			Aligning Product Designs
			Customer Perception and Preferences
			Technology Compatibility
			Statutory Provisions
		Packaging and Labelling
			Some other Considerations in International Product Packaging
			Importer Specific Instructions
			Cultural Factors
			Point-of-Purchase Features
			Environmental Features
			After Use Disposability
			Product Spread in International Markets
			Product Features
			Country Culture Features
	Section 6: The Concept of International Product Life Cycle
		Introduction Stage
	References
	Websites Visited
	Suggested Further Readings
	Objective Type Questions
	Review Questions
Chapter 12. Pricing Strategy and Decision for International Marketing
	Section 1: Introduction
	Section 2: Pricing Strategy for International Markets
		Home Market Prices Higher than the International Markets
		Home Market Prices Lower than the International Markets
		Local Pricing or Standardised Pricing
		Standardised Pricing Strategy
		Market Penetration Pricing Strategy
		Skimming the Cream–Pricing Strategy
		Basic Pricing Approaches in International Markets
		Cost-based Pricing
		Full Cost Pricing
		Fixed Costs
		Variable Costs
		Total Cost
		Total Revenue
		Limitations of Full Cost-based Approach
		Marginal Cost Pricing
		Price and Marginal Revenue
		Limitations of Marginal Cost-based Approach
		Market-Based Pricing Approach
		Price and the Product Positioning
		Leadership Positioning
		Follow the Competition Positioning
		Below the Competition Positioning
	Section 3: Factors Influencing Pricing Decisions
		Internal Factors Influencing Pricing Decisions
		External Factors Affecting Pricing Decisions
		International Competitive Environment
	Section 4: Grey Market
		Mechanics of Grey Marketing
	Section 5: Dumping
	Section 6: The International Political and Legal Environment
		Transfer Pricing
		Cost-based Transfer Pricing Strategy
		Market Based Transfer Pricing Strategy
		Negotiated Transfer Pricing Strategy
		Government Regulations and Transfer Pricing
		Duty and Tariff Used for Protections
		Joint Ventures and Transfer Pricing
	Section: 7 The International Economic and Financial Environment
		Volatility of Exchange Rates
		Inflation and International Pricing Strategy
		Counter Trade
		Types of Counter Trade
	References
	Websites Visited
	Suggested Further Readings
	Objective Type Questions
	Review Questions
Chapter 13. International Distribution, Marketing Channels Logistics and Supply Chain Management
	Section 1: Introduction
	Section 2: Defining Distribution
	Section 3: Distributors and Channels
		Self Involvement
		Outsourcing Distribution – Home Country Channels
		Home Country Middlemen Network (Trade Promotion Agents/Organisations)
	Section 4: Direct and Indirect Marketing Channels in a Foreign Country
		Direct Selling Channel
			Consumer Products
		Indirect Selling Channels Abroad
	Section 5: Distributor and Middlemen Selection Qualification Criterion
		Middlemen Criterion
		Self Reference Criterion
		Specific Country Reference Criterion
		Costs Involved in Foreign Distribution
		Geographical Considerations
	Section 6: International Logistics and Global Supply Chain Management
	Section 7: Global Manufacturing Strategies
	Section 8: Global Sourcing
		Challenges to Global Sourcing
		Key Steps in Global Sourcing
		Establishing Suppliers’ Network
	Section 9: Inventory Management
		Establishing Transport System
	Section 10: Quality Management
		EDI, ERP and E-Commerce
	References
	Websites Visited
	Suggested Further Readings
	Objective Type Questions
	Review Questions
Chapter 14. Product Promotion, Advertising and Building Brands in Foreign Markets
	Section 1: Product Promotion and Building Brands
		Sales Promotion
		Advertising
		Events and Experiences
		Personal Selling and Direct Marketing
		Public Relations
		Section 2: International Market Intelligence Studies
			Europe
			The Middle East
			USA
			Canada
		References
		Websites Visited
		Exercise
Chapter 15. Personal Selling and Multinational Sales Management
	Introduction
	Section 1: Objectives of Personal Selling
	Section 2: The Process of Personal Selling
	Section 3: Multinational Sales Management
	Section 4: Managing International Sales Personnel
	References
	Websites Visited
	Suggested Further Readings
	Objective Type Questions
	Review Questions
Chapter 16. Organising and Doing Business with Other Countries–Analysis of Middle East Countries
	Section 1: Introduction
	Section 2: Politics and Economy
		Economic Overview
		Regional Outlook
	Section 3: The Business Environment
		Religion
		Friendship and Trust in Business Relationships
		The Legal Environment
		Demographics
		Key Regional Business Issues
		Economic Prospects
		Impact of WTO Accession
	Section 4: Business Opportunities in the Middle East Region
		Goods and Services Market
		Capital Markets
	Section 5: Analysis of Select Countries of the Region
		Saudi Arabia
		UAE
		Kuwait
		Sultanate of Oman
		Yemen
	Conclusion
	References
	Objective Type Questions
	Review Questions
Chapter 17. Export Documentation and Procedures
	Section 1: Export Documentation
		Commercial Documents
		Regulatory Documents
		Export Assistance Documents
		Documents as Prescribed by the Importers’ Countries
		Documents Related to Sales Transaction of Goods (Commercial Documents)
			Proforma Invoice
			Invoice
			Packing List
			Certificate of Origin
			Generalised System of Preference (GSP Certificate)
		Transport Documents (Documents Related to Shipment of Goods)
			Shipping Bill
			Mate’s Receipt
			Bill of Lading
			Airway Bill
		Financial Documents
			Bill of Exchange
		Section 2: Letter of Credit
		Section 3: Exports Procedures
			Importer–Exporter Code Number
			Membership cum Registration of Export Promotion Councils
			Registration cum Membership Certificate
			Registration with Sales Tax Authorities
		Section 4: Important Steps in Processing of an Export Order
			Export (Quality Control & Inspection) Act, 1963
			Procedure for Preshipment Inspection
			Types of Preshipment Inspection
			Excise and Customs Clearance
			Handling Exchange Control Transactions for Exports
				GR/SDF Form
				Softex Form
				Post Parcel Form
			Insurance of the Export Consignment
			Shipment of the Goods
				Shipping by Sea
				Shipping by Air
				Shipping by Post
				Shipping by Land
				Presenting Documents to the Bankers for Collection
		References
		Websites Visited
		Suggested Further Readings
		Objective Type Questions
		Review Questions
		Annexure
Chapter 18. Global Issues: The Internet and E-Commerce
	Introduction
		Section 1: Elimination of Distance and Time Zones
			Emergence and Availability of Huge Global Market Potentials
			Emergence of Global Customer Segment
			Relationship Building and Internet-based Teleconferences
			Speed to Product Proliferation and Shortening of Product Life Cycles
			Emergence of Services Marketing
			Emergence of Internet
		Section 2: E-Commerce
		Section 3: The Components of E-Commerce Value Chain
		References
		Websites Visited
		Suggested Further Readings
		Objective Type Questions
		Review Questions
Case 1: International Market Entry of a Foreign MNC in India: Case 1: The Case of Holcim
Case 2: Logistics Solutions in Information Technology Business
Case 3: Internationalisation of Wipro Technologies
Objective Type Questions
Index