Efnisyfirlit

• Cover Page
• Title Page
• Copyright Page
• List of illustrations
• Preface
• Part 1Overview of world business
• 1 Nature of international marketing: challenges and opportunities
• Marketing strategy: the sound of “glocal” entertainment
• Process of international marketing
• International dimensions of marketing
• Domestic marketing vs. international marketing
• The applicability of marketing
• Multinational corporations (MNCs)
• Characteristics of MNCs
• The process of internationalization
• Benefits of international marketing
• Conclusion
• Case 1.1 Medical vacation: the globalization of health care
• 2 Trade theories and economic cooperation
• Marketing strategy: Botswana—the world’s fastest growing economy
• Basis for international trade
• Exchange ratios, trade, and gain
• Factor endowment theory
• The competitive advantage of nations
• The validity of trade theories
• Limitations of trade theories and suggested refinements
• Economic cooperation
• Conclusion
• Case 2.1 The United States of America vs. the United States of Europe
• 3 Trade distortions and marketing barriers
• Marketing strategy: the best things in life are (not) free
• Protection of local industries
• Marketing barriers: tariffs
• Marketing barriers: nontariff barriers
• Private barriers
• World Trade Organization (WTO)
• Generalized System of Preferences (GSP)
• Some remarks on protectionism
• Conclusion
• Part 2 World market environment
• 4 Political environment
• Marketing strategy: the Indian Bengals of information services
• Multiplicity of political environments
• Types of government: political systems
• Types of government: economic systems
• Political risks
• Privatization
• Indicators of political instability
• Analysis of political risk or country risk
• Management of political risk
• Measures to minimize political risk
• Political insurance
• Conclusion
• Case 4.1 Toyota: how to win friends and influence people
• 5 Legal environment
• Marketing strategy: the long arm of the law
• Multiplicity of legal environments
• Legal systems
• Jurisdiction and extraterritoriality
• Legal form of organization
• Branch vs. subsidiary
• Litigation vs. arbitration
• Bribery
• Intellectual property
• Counterfeiting
• Conclusion
• Case 5.1 Bribery: a matter of national perspective
• 6 Culture
• Marketing strategy: fish story
• Culture and its characteristics
• Influence of culture on consumption
• Influence of culture on thinking processes
• Influence of culture on communication processes
• Cultural universals
• Cultural similarities: an illusion
• Communication through verbal language
• Communication through nonverbal language
• Subculture
• Conclusion
• Case 6.1 Cultural considerations in international marketing: a classroom simulation
• Case 6.2 When in Rome do as the Romans do: useful tips for those who do business in Russia
• Case 6.3 Language of color
• 7 Consumer behavior in the international context: psychological and social dimensions
• Marketing strategy: the samurai and luxury cars
• Perspectives on consumer behavior
• Motivation
• Learning
• Personality
• Psychographics
• Perception
• Attitude
• Social class
• Group
• Family
• Opinion leadership
• Diffusion process of innovation
• Conclusion
• Case 7.1 Tropical drink for the U.S. market
• Part 3 Planning for international marketing
• 8 Marketing research and information systems
• Marketing strategy: phones as companions
• Nature of marketing research
• Marketing information sources
• Secondary research
• Primary research
• Sampling
• Basic methods of data collection
• Measurement
• Marketing information system
• Conclusion
• Case 8.1 Mapping Japanese tourism behavior
• 9 Foreign market entry strategies
• Marketing strategy: Raging Bull
• Foreign direct investment (FDI)
• Exporting
• Licensing
• Management contract
• Joint venture
• Manufacturing
• Assembly operations
• Turnkey operations
• Acquisition
• Strategic alliances
• Analysis of entry strategies
• Free trade zones (FTZs)
• Conclusion
• Case 9.1 Taylor Candy Company and the Caribbean market
• Part 4 International marketing decisions
• 10 Product strategies: basic decisions and product planning
• Marketing strategy: East is East and West is West
• What is a product?
• New product development
• Market segmentation
• Product adoption
• Theory of international product life cycle
• Product standardization vs. product adaptation
• A move toward world product: international or national product?
• Marketing of services
• Conclusion
• Case 10.1 McDonaldization
• 11 Product strategies: branding and packaging decisions
• Marketing strategy: global brands and mega brands
• Branding decisions
• Branding levels and alternatives
• Brand consolidation
• Brand origin and selection
• Brand characteristics
• Brand protection
• Packaging: functions and criteria
• Mandatory package modification
• Optional package modification
• Conclusion
• Case 11.1 Planet Ralph: the global marketing strategy of Polo Ralph Lauren
• 12 Channels of distribution
• Marketing strategy: blood diamonds and De Beers (Part 1)
• Direct and indirect selling channels
• Types of intermediaries: direct channel
• Types of intermediaries: indirect channel
• Channel development
• Channel adaptation
• Channel decisions
• Determinants of channel types
• Distribution in Japan
• Selection of channel members
• Representation agreement and termination
• Black market
• Gray market
• Distribution of services
• Conclusion
• Case 12.1 Managing channel conflict in the global IT industry
• Case 12.2 Schwarzkopf, Inc. distribution network
• 13 Physical distribution and documentation
• Marketing strategy: booming economies and headaches
• Modes of transportation
• Cargo or transportation insurance
• Packing
• Containers
• Freight forwarder and customs broker
• Contract logistics
• Documentation
• Conclusion
• Case 13.1 Who can best introduce the “City Adventurer” into Saudi Arabia?
• 14 Promotion strategies: personal selling, publicity, and sales promotion
• Marketing strategy: book worms
• Promotion and communication
• Promotion mix
• Personal selling
• Publicity
• Sales promotion
• Overseas product exhibitions
• Conclusion
• Case 14.1 Selling in the EU
• Case 14.2 A new system installment of Sanki Denki (Thailand)
• 15 Promotion strategies: advertising
• Marketing strategy: soft and not-so-soft drinks
• The role of advertising
• Patterns of advertising expenditures
• Advertising and regulations
• Advertising media
• Standardized international advertising
• Global advertising: true geocentricity
• Conclusion
• Case 15.1 International advertising: standardized, localized, or global?
• 16 Pricing strategies: basic decisions
• Marketing illustration: the price is right
• The role of price
• Price standardization
• Pricing decisions
• Alternative pricing strategies
• Dumping
• Price distortion
• Price fixing
• Inflation
• Transfer pricing
• Conclusion
• Case 16.1 Blood diamonds (Part II)
• 17 Pricing strategies: countertrade and terms of sale/payment
• Marketing strategy: noncash trade
• Countertrade
• Price quotation
• Terms of sale
• Methods of financing and means of payment
• Conclusion
• Case 17.1 Countertrade: counterproductive?
• Part 5 Financial decisions
• 18 Financial Strategies: financing and currencies
• Marketing strategy: the Big Mac Index
• Trade finance
• Nonfinancial institutions
• Financial institutions
• Government agencies
• International financial institutions/development banks
• International Monetary Fund (IMF)
• Money
• Foreign exchange
• Foreign exchange market
• Foreign exchange rate
• Exchange rate systems
• Official classification of exchange rate regimes
• Evaluation of floating rates
• Financial implications and strategies
• Conclusion
• Case 18.1 Ups and downs: a foreign exchange simulation game