Efnisyfirlit

• Cover
• International marketing
• Books in the series
• Title page
• Copyright page
• Contents
• foreward
• introduction
• preface
• Acknowledgements
• 1 internationalization: a necessity not a luxury, but does corporate behaviour reflect it?
• The concept of advantage
• Where is the nation state?
• Analysing national competitiveness
• Governments and national comparative advantage
• The hierarchy of free trade and integration
• The new trading regions of the world
• From economic advantage to marketing advantage
• How companies’go international’
• Porter’s prescription for competitiveness
• The dilemma of the multinational – a force for good or evil?
• International marketing mythology
• International marketing reality
• Issues surrounding management control
• Network explanations for internationalization
• Random walk approach
• Exporting marketing and international marketing
• Export behaviour reviewed
• Psychological commitment and resource allocation
• Incremental internationalization
• Organization for internationalization
• Life cycle for international trade: beyond its sell-by date?
• Dunning’s eclectic approach and later revision
• International marketing and the Internet
• Revision questions
• References
• Web sites
• 2 Environmental market scanning: the SLEPT and C factors
• The social environment (S)
• The cultural dimension
• Defining the meaning of culture
• Assessing the cultural environment
• Rokeach value survey
• Semiotics and the science of meaning of signs
• The legal environment (L)
• The economic environment (E)
• Defining the market
• From General Agreement on Tariffs and Trade (GATT) to World Trade Organization (WTO)
• The World Trade Organization
• Tariff barriers
• Non-tariff barriers (NTBs)
• The political environment (P)
• Government procurement and corporate ‘buy-national’ policies
• Dumping
• Does anyone still practise unregulated ‘free trade’
• The Triad of Europe, North America and Japan
• Technological dimensions (?)
• The company looks at international markets
• International risk perception
• Political and economic risk appreciation
• Business Environment Risk Intelligence (BERI)
• The country environmental temperature gradient
• Target market-selection decisions
• International market segmentation
• Primary sources of information
• Secondary sources of information
• Data interpretation problems
• Revision questions
• Key reading on foreign market research
• References
• Websites
• 3 Exporting-not just for the small business
• Why export?
• Exporting by the risk averse
• Defining the small business
• Problems for small exporters
• Perceptions of non-exporting small firms
• Identifying the exporter
• Factors in the exporting success of small firms
• Using networks
• The exporting consortium alternative
• Forming an exporting consortium
• Attracting more small firms into exporting
• Improving the trading environment
• Simplifying trading operations
• Revision questions
• References
• Web sites
• 4 Market entry modes: strategic considerations of direct vs. indirect involvement
• Company resources and objectives
• Selecting a market entry mode
• The keyboard analogy
• Direct exporting activities
• Agents
• Distributors
• Similarities between agents and distributors
• Management contracts
• Franchising
• Licensing
• Screwdriver assembly operations
• Direct investment activities
• Wholly owned subsidiaries
• Merger/acquisition
• Joint venture
• Tripartite ventures
• Foreign market servicing strategies
• Monitoring market entry modes
• Relationship management and interaction theory
• International studies related to interaction theory
• A strategic portfolio of market entry modes
• Conclusions
• Revision questions
• References
• Web sites
• 5 International product policy considerations
• What may sell abroad
• Communication issues – language and media
• Modification versus standardization – the issues
• Product modification
• Product standardization
• Product standardization and World Product Mandates
• Branding
• Selecting a brand name
• Types of branding
• Packaging
• Intellectull property
• Industrial property rights
• Compulsory licences and the abuse of patent rights: the Canadian case
• Brand names and trademark protection
• Brand piracy (product counterfeiting)
• Five corporate strategies to handle counterfeiting
• Distribution of counterfeit goods
• Parallel or grey exporting
• After-sales expectations and service
• Appendix: Dilmah and the history of Ceylon tea
• Revision questions
• References
• Web sites
• 6 Pricing, credit and terms of doing business
• Domestic and international price setting
• Consumer sensitivity to pricing
• A multi-stage approach to pricing
• International price standardization
• Parallel or grey exporting
• Export market overheads
• Export quotation terms
• Foreign currency invoicing and financing
• Methods of payment
• Payment in advance
• Open account
• Bills of exchange
• Letter of credit
• Leasing
• Bonding
• Discounting and factoring
• Forfaiting
• Countertrade (CT)
• Bilateral trading clearing account
• Bartering
• Switch trading or triangular trade
• Escrow account trading
• Evidence accounts
• Compensation trading
• Buyback
• Parallel trading (or counterpurchase)
• Industrial offset trading
• Swap trading
• Transfer pricing
• Conspiracy to fix prices
• Cartels
• Revision questions
• References
• Web sites
• 7 Strategic international logistical and distribution decisions
• Natural channels of distribution
• Distribution channels in the Information Age
• Virtual value chain vs. physical value chain
• Logistics
• Movement of goods across frontiers
• Marketing logistics
• Trade procedures and documentation
• INCOTERMS 1990
• Distribution efficiency and the national environment
• Changing customer perceptions
• Marketing intermediaries
• Identifying marketing intermediaries
• Parallel or grey exporting
• Freeports
• The freeport advantage
• Distribution in the PLC stages
• Revision questions
• References
• Websites
• 8 Promotion within the foreign market
• The many facets of promotion
• Personal selling
• Exhibitions and trade fairs
• Public relations/publicity
• Sales promotion
• Above and below the line
• Advertising
• Pull and push strategies
• The communications process
• Advertising-the global situation
• Campaign transferability
• Multinational advertising agencies
• Advertising agency usage criteria
• Multinational client/agency relationships
• The organizational structure adopted by agencies and clients in global campaigns
• Links with the ‘lead’ agency
• Links with the official agency head offices
• The agency-client link
• Links within the client’s organization
• Reasons behind the ‘mirroring’ effect
• Media availability
• Pan-European research: readership data
• Advertising standardization versus local adaptation
• Newspapers
• Periodicals
• The cinema
• Television
• Radio
• Posters
• Leaflets
• Point-of-sale materials .
• Direct mail
• Trade fairs and exhibitions
• Substantiating advertising claims
• Product restrictions
• Balancing information and emotional appeal
• Use of language
• Vulnerable groups
• Legal action
• Penalties
• Develop self-discipline
• Revision questions
• References
• Websites
• 9 International marketing planning: reviewing, appraising and implementing
• The international marketing plan
• The limits of standardization
• Market concentration or market spreading?
• Planning and Third World markets
• Responses to irregular payments (did someone say bribery or corruption?)
• Organizational development to meet market trends
• Type A-the direct type
• Type B – the geographical type
• Type C – the product type
• Type D-the matrix type
• Type E-the project type
• Type F – the mixed structure
• Williamsons six-way classification scheme for company organization
• Divisionalization
• Hierarchy in the organizational framework
• Bounded rationality
• Opportunism
• Uncertainty
• Small numbers
• Information impactedness
• Atmosphere
• Alternative organizational patterns
• Relevant control systems
• The Boston Consulting Group (BCG) product portfolio matrix
• PIMS database
• Revision questions
• References
• Web sites
• 10 Marketing in Europe
• Background
• Historical background
• Economic size and potential of the Community
• Marketing by population concentration: the ‘Golden Triangle’
• Regional variation within the Community
• European Union social policy
• European Union regional policy
• Decision-making bodies
• A market without frontiers
• Harmonization measures for internal trade
• Harmonization: the common commercial policy
• Single Administrative Document
• TARIC customs tariff
• Patents, trademarks and standards
• Competition policy within the EU
• Common Agricultural Policy (CAP)
• The Euro currency
• Financial and technical co-operation
• Stabilization of export earnings
• Industrial and agricultural co-operation
• Institutions
• Japan and the EU
• US and the EU
• Postscript
• European Economic Area (EEA)
• Marketing in Central and Eastern Europe
• Background to the political and economic changes
• Structural economic change
• Doing business in Central and Eastern Europe
• Postscript
• Revision questions
• References
• Web sites
• 11 Marketing in the Pacific Rim
• APEC and the economic potential of the region
• China
• Currency
• Guanxi
• Chinese communism and the fall of Soviet communism
• Economic background to the world’s largest market
• Trading with a decentralizing planned economy
• Market information
• Intellectual property protection
• The Chinese market
• Special Economic Zones (SEZ)
• Economic and Technical Development Zones (ETDZ)
• Chinese foreign investment
• Investing in a joint-venture project
• Wholly Foreign-Owned Enterprises (WFOE)
• Joint-venture dissolution
• The future
• Japan
• Japan in the world economy
• Reasons for the Japanese moving into foreign markets
• Economic and social background
• Shinto
• Buddhism
• Christianity and new religions
• Coming to terms with Japanese growth
• The Sogo Shosa: Japanese international trading companies
• Imports into Japan
• Tariffs
• Duty assessment
• Internal taxes
• Import documentation
• Transit and bond
• Distribution in Japan
• Japanese expectations of suppliers
• The Japanese consumer
• Product testing for imports
• Market prospects for exports to Japan
• Advertising in Japan
• Innovation and product development
• Trademarks and industrial property rights
• Licensing
• Foreign investment in Japan
• Foreign direct investment
• Joint ventures
• Strategic business alliances: a better alternative to protectionism
• The potential for industrial co-operation
• Pressures on the Japanese financial system
• The services sector
• Revision questions
• References
• Websites
• Index