International Marketing , Eighth Edition

Front Cover......Page 1
Title Page......Page 2
Copyright......Page 3
Preface......Page 5
Acknowledgments......Page 10
About the Authors......Page 13
Brief Contents
......Page 15
Contents......Page 17
Part 1 The International Marketing Environment......Page 32
The International Marketplace 1.1......Page 34
What International Marketing Is......Page 35
The Importance of World Trade......Page 36
The International Marketplace 1.2 7......Page 38
Opportunities and Challenges in International Marketing......Page 41
The Goals of This Book......Page 42
Summary......Page 45
Notes......Page 46
Appendix A: Basics of Marketing......Page 48
Strategic Marketing......Page 49
The Marketing Process......Page 50
Notes......Page 51
Location......Page 52
Place......Page 53
Interaction......Page 54
Movement......Page 56
Region......Page 57
Key Terms......Page 58
The International Marketplace 2.1......Page 60
The Historical Dimension......Page 61
Transnational Institutions Affecting World Trade......Page 63
The International Marketplace 2.2......Page 65
Trade Positions Compared......Page 68
The Impact of Trade and Investment......Page 70
Policy Responses to Trade Problems......Page 72
A Strategic Outlook for Trade and Investment Policies......Page 77
The International Marketplace 2.3......Page 79
Internet Exercises......Page 80
Notes......Page 81
The International Marketplace 3.1......Page 82
Culture Defined......Page 85
The Elements of Culture......Page 87
The International Marketplace 3.3......Page 97
Cultural Analysis......Page 103
The Training Challenge......Page 107
Making Culture Work for Marketing Success......Page 109
Internet Excercises......Page 111
Notes......Page 112
The International Marketplace 4.1......Page 114
Market Characteristics......Page 119
The International Marketplace 4.2......Page 130
Impact of the Economic Environment on Social Development......Page 131
Regional Economic Integration......Page 132
The International Marketplace 4.3......Page 140
Emerging Markets......Page 147
Developing Markets......Page 150
Summary......Page 152
Internet Exercises......Page 153
Notes......Page 154
The International Marketplace 5.1......Page 156
Home Country Political and Legal Environment......Page 158
Host Country Political and Legal Environment......Page 164
The International Marketplace 5.2......Page 166
The International Marketplace 5.3......Page 170
The International Environment......Page 173
Ethical Issues......Page 178
The International Marketplace 5.4......Page 180
Questions & Discussion......Page 184
Notes......Page 185
The Issue......Page 187
Department of Commerce and International Trade Commission......Page 188
Notes......Page 189
Fighting Imports......Page 191
Turning the Tide......Page 192
The Importance of Tobacco Exports......Page 195
U.S.Trade Policy......Page 197
Tobacco Marketing in the United States and the Developing World......Page 198
Conflicting Objectives......Page 199
Sources......Page 200
The IKEA Concept......Page 202
IKEA in the Competitive Environment......Page 204
IKEA in the United States......Page 205
Questions for Discussion......Page 206
China and the WTO......Page 207
Changes in the Chinese Car Market......Page 210
Expected Market Changes in Car Financing in China......Page 211
GMAC's Competitive Position......Page 212
Questions for Discussion......Page 213
Video Case 1 Equal Exchange Strives for Equality through Fair Trade......Page 214
Questions for Discussion......Page 215
Part 2 International Market Entry and Development......Page 216
The International Marketplace 6.1......Page 218
Global Marketing......Page 220
The International Marketplace 6.2......Page 223
The Strategic Planning Process......Page 225
The International Marketplace 6.3......Page 232
The International Marketplace 6.4......Page 237
The Local Company in the Global Environment......Page 239
Summary......Page 240
Recommended Readings......Page 241
Notes......Page 242
The International Marketplace 7.1......Page 244
Organizational Designs......Page 246
Implementation......Page 256
The International Marketplace 7.3......Page 263
Control......Page 265
The International Marketplace 7.4......Page 266
Questions for Discussion......Page 271
Notes......Page 272
The International Marketplace 8.1......Page 274
International and Domestic Research......Page 275
Recognizing the Need for Research......Page 276
The Benefits of Research......Page 277
Determining Research Objectives......Page 278
Determining Secondary Information Requirements......Page 280
The International Marketplace 8.2......Page 281
The Primary Research Process......Page 284
The International Marketplace 8.3......Page 291
The International Marketplace 8.4......Page 295
The International Information System......Page 297
Summary......Page 300
Recommended Readings......Page 301
Notes......Page 302
Appendix A: Information Sources for Marketing Issues......Page 303
Appendix B: The Structure of a Country Commercial Guide......Page 309
The International Marketplace 9.1......Page 312
Stimuli to Internationalize......Page 313
Change Agents......Page 316
E-Commerce......Page 320
Licensing and Franchising......Page 321
The International Marketplace 9.2......Page 322
Foreign Direct Investment......Page 326
The International Marketplace 9.3......Page 329
Questions for Discussion......Page 334
Notes......Page 335
Damar International
......Page 337
Questions for Discussion......Page 338
About Partnership Agreements......Page 339
The Growth of Polar Electro Oy......Page 341
Polar Marketing......Page 342
Questions for Discussion......Page 343
Globalization at Parker Pen Company......Page 344
Questions for Discussion......Page 346
Learning about the Chopstick Market......Page 347
Questions for Discussion......Page 348
Green Mountain Coffee Roasters
......Page 349
Questions for Critical Thinking......Page 350
Doc Martens Makes Strides around the World......Page 351
Questions for Critical Thinking......Page 352
Part 3 Export Marketing......Page 354
The International Marketplace 10.1......Page 356
Product Variables......Page 358
The Market Environment......Page 362
The International Marketplace 10.2......Page 365
Product Characteristics......Page 369
The International Marketplace 10.3......Page 371
Company Considerations......Page 375
Product Counterfeiting......Page 376
The International Marketplace 10.4......Page 377
Recommended Readings......Page 380
Notes......Page 381
The International Marketplace 11.1......Page 384
Price Dynamics......Page 385
The Setting of Export Prices......Page 387
Terms of Sale......Page 392
Terms of Payment......Page 394
The International Marketplace 11.2......Page 395
Getting Paid for Exports......Page 400
Managing Foreign Exchange Risk......Page 403
Sources of Export Financing......Page 407
The International Marketplace 11.4......Page 410
Leasing......Page 411
Dumping......Page 412
Key Terms......Page 413
Notes......Page 414
The International Marketplace 12.1......Page 416
The Marketing Communications Process......Page 418
International Negotiations......Page 419
Marketing Communications Strategy......Page 423
Communications Tools......Page 427
The International Marketplace 12.2......Page 431
The International Marketplace 12.3......Page 435
The International Marketplace 12.4......Page 438
Summary......Page 439
Recommended Readings......Page 440
Notes......Page 441
The International Marketplace 13.1......Page 444
Channel Structure......Page 446
Channel Design......Page 447
The International Marketplace 13.2......Page 449
Selection of Intermediaries......Page 456
Channel Management......Page 465
The International Marketplace 13.3......Page 469
E-Commerce......Page 473
The International Marketplace 13.4......Page 475
Summary......Page 476
Notes......Page 477
The Polish Cosmetics Market......Page 480
The Company......Page 482
Notes......Page 484
Imaginarium:A New Business Concept......Page 485
Operations and Logistics......Page 487
Club Imaginarium......Page 488
Notes......Page 489
Joemarin Oy......Page 490
Questions for Discussion......Page 494
Ferrari's Response......Page 495
Government in the Middle......Page 496
Questions for Discussion......Page 497
Global Vendor Relations at Pier 1 Imports
......Page 498
Questions for Discussion......Page 499
Goya Helps Latinos Maintain Mealtime Traditions......Page 500
Questions for Discussion......Page 501
Part 4 The Global Marketing Mix......Page 502
The International Marketplace 14.1......Page 504
Global Product Development......Page 506
The International Marketplace 14.2......Page 511
The International Marketplace 14.3......Page 513
Management of the Product and Brand Portfolio......Page 516
The International Marketplace 14.4......Page 524
Internet Exercises......Page 528
Notes......Page 529
The International Marketplace 15.1......Page 532
Differences between Services and Goods......Page 533
The Role of Services in the U.S. Economy......Page 539
The Role of International Services in the World Economy......Page 540
Global Transformation of Services......Page 541
International Trade Problems in Services......Page 543
Corporations and Involvement in International Services Marketing......Page 544
The International Marketplace 15.2......Page 548
The International Marketplace 15.3......Page 550
Summary......Page 551
Recommended Readings......Page 552
Notes......Page 553
The International Marketplace 16.1......Page 554
A Definition of International Logistics......Page 555
Supply Chain Management......Page 556
The Impact of International Logistics......Page 557
International Transportation Issues......Page 558
The International Marketplace 16.2......Page 559
The International Shipment......Page 564
International Inventory Issues......Page 566
International Storage Issues......Page 568
The International Marketplace 16.3......Page 569
International Packaging Issues......Page 570
Management of International Logistics......Page 572
The Supply Chain and the Internet......Page 573
Logistics and Security......Page 574
The International Marketplace 16.4......Page 575
Recycling and Reverse Logistics......Page 576
Summary......Page 577
Notes......Page 578
The International Marketplace 17.1......Page 580
Transfer Pricing......Page 581
Pricing within Individual Markets......Page 586
Dealing with Financial Crises......Page 591
Pricing Coordination......Page 594
The Euro and Marketing Strategy......Page 595
The International Marketplace 17.3......Page 596
Countertrade......Page 597
The International Marketplace 17.4......Page 598
Types of Countertrade......Page 599
Preparing for Countertrade......Page 601
Internet Exercises......Page 603
Notes......Page 604
The International Marketplace 18.1......Page 606
Planning Promotional Campaigns......Page 608
The International Marketplace 18.2......Page 616
The International Marketplace 18.3......Page 621
Other Promotional Elements......Page 627
The International Marketplace 18.4......Page 634
Recommended Readings......Page 635
Notes......Page 636
Employment with a Large Firm......Page 638
Employment with a Small or Medium-Sized Firm......Page 641
Self-Employment......Page 643
Notes......Page 645
Global Expansion in China......Page 646
Sources......Page 647
Improving Product Flow......Page 649
Selling the Oil......Page 650
Buying the Goods......Page 651
Sources......Page 652
DP World, a Dubai Company......Page 653
Investment in U.S. Ports......Page 654
Security......Page 655
Protectionism......Page 656
Future Repercussions......Page 657
Notes......Page 658
The Not So Dazzling Side of the Diamond Trade......Page 660
New Technologies Offer Solutions......Page 661
Sources......Page 662
The Case of Nova Scotia......Page 663
Examples of Successful Positioning......Page 665
Notes......Page 666
Offsets......Page 667
The Finnish Government Position......Page 669
The F-18 Team's Position......Page 671
Recommended Readings......Page 672
Whirlpool and Its Options......Page 673
Global Success Factors......Page 674
Questions for Discussion......Page 675
ESPN's Worldwide Reach......Page 676
Questions for Discussion......Page 677
Glossary......Page 678
Index......Page 692