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• International Marketing
• Brief Table of Contents
• Detailed Table of Contents
• Preface
• About the Authors
• Part 1: Introduction to International Marketing
• CH 01: Scope, Concepts, and Drivers of International Marketing
• Chapter Objectives
• 1-1 The Importance of International Marketing
• 1-2 Levels of International Marketing Involvement
• 1-3 The Ethnocentric, Polycentric, Regiocentric, and Geocentric Framework and International Marketin
• 1-3a Ethnocentric Orientation
• 1-3b Polycentric Orientation
• 1-3c Regiocentric Orientation
• 1-3d Geocentric Orientation
• 1-4 Drivers of International Expansion
• 1-4a Drivers in the Business Environment
• 1-4b Firm-Specific Drivers
• 1-5 Obstacles to Internationalization
• 1-5a Self-Reference Criterion
• 1-5b Ethnocentrism
• 1-5c Government Barriers
• 1-5d International Competition
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 1-1 Alpaca Luxe: Marketing Opportunities in the Emerging Market of Mongolia
• Case 1-2 Zhang National Steel Company
• Part 2: The International Marketing Environment
• CH 02: An Overview of the International Marketing Environment
• Chapter Objectives
• 2-1 The Economic Environment of International Marketing
• 2-1a The World Economy
• 2-1b The Economic Development Disparity
• 2-2 Perspectives on Economic Development
• 2-2a The Rostow Modernization Model
• 2-2b Alternative Models of Economic Development: The Marxist-Leninist/Maoist Model
• 2-3 Levels of Economic Development
• 2-3a The Importance of Emerging Markets
• 2-4 The Political Environment of International Marketing
• 2-4a Political Risk: An Overview
• 2-4b Nationalism
• 2-4c Political Risks and Risk Management in International Marketing
• 2-5 The International Legal Environment
• 2-5a Legal Systems
• 2-5b Jurisdiction
• 2-5c Intellectual Property Rights Protection
• 2-5d Home-Country Legislation Affecting Multinational Firms Operating Overseas
• 2-6 The Natural Environment of International Marketing
• 2-6a Geology and the Shortage of Natural Resources
• 2-6b Topography and Access to Markets
• 2-6c Hydrology and Economic Development
• 2-6d Climate
• 2-6e Population and Human Capital
• 2-6f Environmental Quality
• 2-7 The Technological Environment
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 2-1 Munich Re—Terrorism-Related Risk Management and Ecological Issues
• Case 2-2 Doing Business in Cuba… One Day Soon
• CH 03: International Trade: Institutional Barriers and Facilitators
• Chapter Objectives
• 3-1 Arguments for Protectionism
• 3-1a Protection of Markets with Excess Productive Capacity
• 3-1b Employment Protection and Protection of Markets with Excess Labor
• 3-1c Infant Industry Arguments and Arguments Related to the Industrialization of Developing Countrie
• 3-1d Natural Resources Conservation and Protection of the Environment
• 3-1e Protection of Consumers
• 3-1f National Defense Interests
• 3-2 Tools of Government Protectionism: Tariff and Nontariff Barriers
• 3-2a Tariffs
• 3-2b Nontariff Barriers
• 3-3 International Trade and Trade Facilitators
• 3-3a The International Trade Imperative
• 3-3b International Trade and Economic Development Organizations
• 3-3c Government Organizations
• 3-3d Other Institutions and Procedures Facilitating International Trade
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 3-1 Transshipments: An International Trade Challenge
• Case 3-2 The Damocles’ Sword of Trade Wars
• CH 04: Regional Economic and Political Integration
• Chapter Objectives
• 4-1 Determinants of Economic and Political Integration
• 4-1a A Common Culture
• 4-1b A History of Common Economic and Political Dominance
• 4-1c Regional Proximity
• 4-1d Economic Considerations
• 4-1e Political Considerations
• 4-2 Levels of Regional Economic and Political Integration and Examples of Integration Successes
• 4-2a Bilateral Agreements and Multilateral Forums and Agreements
• 4-2b Free Trade Agreements
• 4-2c Customs Unions
• 4-2d Common Markets
• 4-2e Monetary Unions
• 4-2f Political Unions
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 4-1 Damianov Press
• Case 4-2 Navigating Brexit at Majestic Interior Design Company
• CH 05: Cultural Influences on International Marketing
• Chapter Objectives
• 5-1 Culture Defined
• 5-2 Elements of Culture
• 5-2a Language
• 5-2b Religion
• 5-2c Cultural Values
• 5-2d Cultural Norms: Imperatives, Exclusives, and Adiaphoras
• 5-2e National/Regional Character
• 5-3 Cultural Variability
• 5-3a The Hofstede Dimensions
• 5-4 Cultural Change and Marketing
• 5-5 The Self-Reference Criterion and Ethnocentrism
• 5-6 The Global Consumer Culture
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 5-1 When Companies Fail to Understand the Local Market: Walmart in Germany
• Case 5-2 Disneyland Post Paris, Taking on China: Reflections on the Past, Plans for the Future
• Case 5-3 Target’s Departure from Canadian Market
• Part 3: International Marketing Strategy Decisions
• CH 06: International Marketing Research: Practices and Challenges
• Chapter Objectives
• 6-1 The Need for International Marketing Research
• 6-2 Defining International Marketing Research
• 6-3 The Scope of International Marketing Research
• 6-3a Research of Industry, Market Characteristics, and Market Trends
• 6-3b Buyer Behavior Research
• 6-3c Product Research
• 6-3d Distribution Research
• 6-3e Promotion Research
• 6-3f Pricing Research
• 6-4 The International Marketing Research Process
• 6-4a Defining the Research Problem and Research Objectives
• 6-4b Developing the Research Plan
• 6-4c Deciding on Information Sources
• 6-4d Determining Research Approaches
• 6-4e Designing the Data Collection Instrument
• 6-4f Deciding on the Sampling Plan
• 6-4g Collecting, Analyzing, and Interpreting the Information
• 6-5 Global Marketing Decision Support Systems (MDSS)
• 6-5a Sales Forecasting
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 6-1 Hilton Sorrento Palace
• Case 6-2 Tom Ford: Euro-Luxury with an American Attitude
• CH 07: International Strategic Planning
• Chapter Objectives
• 7-1 Developing an International Marketing Strategy
• 7-1a Developing an International Marketing Plan
• 7-2 The Rationale for Target Marketing
• 7-3 International Market Segmentation
• 7-3a Requirements for International Segmentation
• 7-3b Macrosegmentation: Country Attractiveness Analysis
• 7-3c Microsegmentation: Focusing on the Target Consumer
• 7-4 Targeting International Consumers
• 7-4a Target Market Decisions: Country Screening and Selection
• 7-4b Target Market Decisions: The Target Market Strategy
• 7-5 Positioning the Brand
• 7-5a Attribute/Benefit Positioning
• 7-5b Price/Quality Positioning
• 7-5c Use or Applications Positioning
• 7-5d Product User Positioning
• 7-5e Product Class Positioning
• 7-5f Competitor Positioning
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 7-1 Prosperity Painting Equipment
• Case 7-2 Volkswagen Phideon in China
• CH 08: Expansion Strategies and Entry Mode Selection
• Chapter Objectives
• 8-1 Going International: Evaluating Opportunities
• 8-2 Control versus Risk in International Expansion
• 8-3 Deciding on the International Entry Mode
• 8-3a Indirect Exporting
• 8-3b Direct Exporting
• 8-3c Licensing
• 8-3d Franchising
• 8-3e Joint Ventures
• 8-3f Consortia
• 8-3g Wholly Owned Subsidiaries
• 8-3h Branch Offices
• 8-3i Strategic Alliances
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 8-1: Danone in a Bind
• Case 8-2 sweetFrog’s Expansion to Egypt and the Dominican Republic
• Part 4: Managing and Implementing the International Marketing Mix
• CH 09: Products and Services: Branding Decisions in International Markets
• Chapter Objectives
• 9-1 Standardization versus Adaptation
• 9-1a Global Standardization
• 9-1b Regional Standardization
• 9-1c Global Localization
• 9-1d Mandatory Adaptation
• 9-1e Local, Nonmandatory Adaptation
• 9-2 Private-Label (Retailer) Brands
• 9-3 Global Branding and Country-of-Origin Information
• 9-3a Product-Country and Service-Country Stereotypes
• 9-3b Country Branding
• 9-3c Country of Origin and Ethnocentrism
• 9-3d The Brand Name
• 9-4 The Service Side: Tariff and Nontariff Barriers to Entry
• 9-5 Products, Services, and Culture
• 9-6 Protecting Brand Names
• 9-6a Identifying Types of Counterfeiting
• 9-6b Combating Counterfeiting
• 9-7 International Perspectives of Industrial Products and Services
• 9-7a Product Standards
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 9-1 Can the smart Make a Comeback in the U.S.?
• Case 9-2 The Landwind X7: Counterfeiting Design for the Home Market
• CH 10: International Product and Service Strategies
• Chapter Objectives
• 10-1 The International Product Life Cycle (IPLC)
• 10-1a The Product Introduction Stage
• 10-1b The Growth Stage
• 10-1c The Maturity Stage
• 10-1d The Decline Stage
• 10-2 Managing the International Product and Service Mix
• 10-2a Length
• 10-2b Width
• 10-2c Depth
• 10-3 New Product Development
• 10-3a Generating New Product Ideas
• 10-3b Screening New Product Ideas
• 10-3c Developing and Evaluating Concepts
• 10-3d Performing a Product Business Analysis
• 10-3e Designing and Developing the Product
• 10-3f Test Marketing
• 10-3g Launching the Product Internationally
• 10-4 Degree of Product/Service Newness
• 10-5 Product Diffusion
• 10-5a Product Factors
• 10-5b Country (Market) Factors
• 10-5c Consumer Adopters
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 10-1 FrieslandCampina
• Case 10-2 The Gigafactory: A Partnership between Tesla and Panasonic
• CH 11: Managing International Distribution Operations and Logistics
• Chapter Objectives
• 11-1 Issues Related to International Distribution
• 11-1a Using Established Channels
• 11-1b Building Own Channels
• 11-2 Intermediaries Involved in International Distribution
• 11-2a Home-Country Intermediaries
• 11-2b Foreign-Country Intermediaries
• 11-2c Alternative International Distribution Structures
• 11-3 International Logistics
• 11-3a International Transportation
• 11-3b Logistics Facilitators
• 11-3c Warehousing and Inventory Control
• 11-4 Challenges to International Distribution and Logistics
• 11-4a Challenges to Distribution in Developing Countries
• 11-4b Parallel Imports
• 11-5 International Retailing
• 11-6 Retail Formats: Variations in Different Markets
• 11-6a General Merchandise Retailing
• 11-6b Food Retailers
• 11-6c Nonstore Retailing
• 11-7 Issues and Trends in International Retailing
• 11-7a Variation in Retail Practices: A Consumer Perspective
• 11-7b Variation in Retail Practice: Salespeople and Management
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 11-1 Mondelēz China’s Distribution Challenges
• Case 11-2 Shipping Doo Kingue
• Case 11-3 Stefanel Canada
• CH 12: International Promotional Mix: Advertising, Publicity, Public Relations, and Sales Promotion
• Chapter Objectives
• 12-1 The International Promotional Mix
• 12-2 The International Communication Process
• 12-3 Advertising
• 12-3a The Media Infrastructure
• 12-3b The Advertising Infrastructure
• 12-3c The Advertising Strategy
• 12-4 Publicity and Public Relations
• 12-4a Publicity
• 12-4b Public Relations
• 12-5 Consumer Sales Promotion
• 12-5a Adaptation of Sales Promotion
• 12-5b The Online Venue for Sales Promotion
• 12-5c Legal and Ethical Issues in Consumer Sales Promotion
• 12-6 International Trade Promotion (Trade Shows and Exhibitions)
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 12-1 Selling the Donnelly Brand in Romania
• Case 12-2 Promoting Coke in South Africa
• CH 13: International Personal Selling and Personnel Management
• Chapter Objectives
• 13-1 International Presence and Personnel Issues
• 13-1a Expatriates
• 13-1b Host-Country Nationals (Locals)
• 13-1c Another Alternative: Long-Distance International Selling
• 13-2 Managing International Employees
• 13-2a Managing Relationships
• 13-2b Understanding the International Buyer-Seller Relationship
• 13-2c Understanding Cultural Values and the Relationship between Buyer and Seller
• 13-3 Successfully Managing Expatriates
• 13-3a Recruiting Expatriates
• 13-3b Attenuating Culture Shock
• 13-3c Training for International Assignments
• 13-3d Motivating Expatriates
• 13-3e Obstacles to the International Sales Mission
• 13-3f Repatriation Issues
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 13-1 Manufacturing in China: Information Technology Challenges
• Case 13-2 The Expatriate Spouse: Managing Change
• CH 14: International Pricing Strategy
• Chapter Objectives
• 14-1 Pricing Decisions and Procedures
• 14-1a Production Facilities
• 14-1b Ability to Keep Track of Costs
• 14-2 Environment-Related Challenges and Pricing Decisions
• 14-2a The Competitive Environment
• 14-2b The Political and Legal Environment
• 14-2c The Economic and Financial Environment
• 14-3 International Pricing Decisions
• 14-3a Price Setting
• 14-3b Aggressive Export Pricing
• 14-3c Penetration Pricing and Skimming Strategies
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 14-1 Travel Turkey: Pricing Decisions in a Changing Environment
• Part 5: International Marketing Strategy: Implementation
• CH 15: Organizing and Controlling International Marketing Operations and Perspectives for the Future
• Chapter Objectives
• 15-1 Organizing for International Marketing Operation
• 15-1a Factors in the Firm’s Environment
• 15-1b Factors within the Firm
• 15-2 Examining International Organizational Designs
• 15-2a The International Division Structure
• 15-2b The Worldwide Regional Division Structure
• 15-2c The Product Division Structure
• 15-2d The Matrix Structure
• 15-2e The Holacracy Structure
• 15-3 Controlling International Marketing Operations
• 15-3a Formal Controls
• 15-3b Informal Controls
• 15-4 International Marketing: Some Future Perspectives
• Summary
• Key Terms
• Discussion Questions
• Chapter Quiz
• Notes
• Case 15-1 Qantas’ New Organizational Design
• Case 15-2 iPhone: A Gem – But Not without Controversy
• Appendices
• Appendix A: The International Marketing Plan
• Appendix B: Glossary of Key Terms
• Appendix C: Index
• Company and Brand Index
• Subject Index