International marketing:
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| Format: | Buch |
| Sprache: | English |
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Boston, MA
Cengage
[2023]
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| Ausgabe: | 11e |
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| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Previous edition: 2013 |
| Beschreibung: | xxix, 604 Seiten Illustrationen, Diagramme, Karten |
| ISBN: | 9780357445129 0357445120 |
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MARC
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| 245 | 1 | 0 | |a International marketing |c Michael R. Czinkota, Ilkka A. Ronkainen, Annie Peng Cui |
| 250 | |a 11e | ||
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CONTENTS PREFACE PART 1 iv ACKNOWLEDGMENTS viii ABOUT THE AUTHORS xi 1 The International Marketing Environment 1 Global Environmental Drivers 2 The International Marketplace 1.1 Global Trends Impose New Strategic Marketing Requirements 2 International Marketing Defined 4 The International Marketplace 1.2 Environment and Sustainability: A Global Challenge for Ideas 5 The Importance of World Trade 6 The International Marketplace 1.3 New Sources for Outsourcing Domestic Policy Repercussions 9 Opportunities and Challenges in International Marketing 7 11 The International Marketplace 1.4 Emerging Consumers Bring a Smile to Coca-Cola and Consumer Goods Companies 12 13 The Goals of This Book Summary 15 Key Terms 15 Questions for Discussion Explore the Globe 16 16 Recommended Readings Endnotes 16 17 APPENDIX A: A Brief Review of Marketing Strategic Marketing 19 Target Market Selection 19 Marketing Management 20 The Marketing Process Key Terms Endnotes 18 20 21 21 xv
APPENDIX В: Geographical Perspectives on International Marketing Location 22 Place Interaction 23 24 25 27 Key Terms Endnote Language 57 Nonverbal Language 59 Religion 60 Valuesand Attitudes 62 Manners and Customs 63 Material Elements 64 Aesthetics 65 Education 65 Social Institutions 65 24 Movement 57 The Elements of Culture 23 Natural Features Human Features Region 22 27 27 The International Marketplace 3.3 Global SEM: A Story in Three Acts 2 International Trade Frameworks and Policy 28 Sources of Cultural Knowledge Cultural Analysis 68 The Training Challenge The Historical Dimension Making Culture Work for Marketing Success The International Marketplace 2.2 The Modern-Day Pirate Global Division Embrace Local Culture Build Relationships 29 31 Transnational Institutions Affecting World Trade World Trade Organization 32 34 37 The Impact of Trade and Investment The Effect of Trade 40 The Effect of International Investment Policy Responses to Trade Problems 40 4 41 49 49 76 78 80 The Economic Environment 47 91 94 European Integration 94 The North American Free Trade Agreement and U5MCA Integration in Latin America 98 Integration in Asia 100 Integration in Africa and the Middle East 50 50 96 97 101 The International Marketplace 4.3 The Gulf Economies Are Linked Emerging Markets The Role of Culture The International Marketplace 3.1 IMAX Broadens Presence 80 83 Regional Economic Integration 48 East and West 52 54 The International Marketplace 3.2 Singles' Day, a Global Shoppinq Festival 56 Contents 77 Population 83 Infrastructure 89 Impact of the Economic Environment on Social
Development 46 50 Recommended Readings Endnotes 51 :v¡ 76 77 Market Characteristics 45 Questions for Discussion Culture Defined 75 The International Marketplace 4.2 Retail Markets in Mexico Explore the Globe 74 The International Marketplace 4.1 Global Middle-Class Market The International Marketplace 2.4 The Trade Reality of E-Commerce Key Terms Key Terms Endnotes 40 A Strategic Outlook for Trade and Investment Policies Summary 76 Recommended Readings 41 A U.S. Perspective 46 An International Perspective Summary Explore the Globe 37 A Diagnosis of the U.S. Trade Position Restrictions of Imports Export Promotion Efforts 73 Questions for Discussion Trade Positions Compared 73 73 Help Employees Understand You 75 Adapt Products and Processes to Local Markets Coordinate by Region 75 32 International Monetary Fund World Bank 35 Regional Institutions 36 71 The Internationa) Marketplace 3.4 Cultural Awareness Online The International Marketplace 2.3 Does the WTO Still Contribute to World Trade? 33 3 67 The International Marketplace 2.1 A Trade Negotiator's Glossary: What They Said and What They Really Meant 28 29 66 Adjust Entry Strategy Manage Affordability Invest in Distribution Build Strong Brands 102 103 104 107 108 108 Contents xvii
Developing Markets 108 PART 2 Research 108 Create Buying Power 109 Tailor Local Solutions 109 Improve Access 109 Shape Aspirations 109 б 110 Key Terms 111 Drivers of the Global Consumer The Global Consumer Economic Status Explore the Globe 111 Home-Country Political and Legal Environment Embargoes and Sanctions 118 Export Controls 119 A New Environment for Export Controls 116 Country-of-Origin Effects Culture 164 Stage of Economic Development 121 Import Controls 123 Regulation of International Business Behavior 122 The Government Buyer 125 129 The International Marketplace 5.4 The Archbishop and the Law 130 Summary 131 International Relationships 133 Explore the Globe 133 Corporate Governance and Responsibility 134 Summary 141 Key Terms 141 7 174 176 Strategic Planning Global Marketing 142 177 Globalization Drivers 143 Endnotes 143 CASES 1 Exporting Handcrafted Goods from Indonesia Super Foods: Camu Camu in Peru 147 145 178 Market Factors 178 Cost Factors 178 Environmental Factors 179 Competitive Factors 180 The International Marketplace 7.2 Born Globals and Social Entrepreneurs 180 The Outcome Contents 174 The International Marketplace 7.1 Powering Growth in Emerging Markets 176 142 Recommended Readings :viii 173 136 137 138 Questions for Discussion Explore the Globe Endnotes 170 173 Recommended Readings The International Marketplace 5.5 Does Pollution Matter? 168 172 Key Terms 173 Questions for Discussion 133 134 Intellectual Property Bribery and Corruption 167 Targeting Global Customers 168 Country-of-Origin Challenges 169 Global Customer Relationship Management Selling
to Governments 171 The International Marketplace 5.3 Baidu, Not Google, Is Keyword for Search in China 126 International Politics International Law 166 National Situational Factors 125 Influencing Politics and Laws 165 Marketing to Global Consumers Legal Differences and Restraints 164 The International Marketplace 6.4 Global Consumerism and Sustainability 166 124 Host-Country Political and Legal Environment 159 162 The Industrial Buyer 163 Influences on the Global Industrial Buyer 118 The International Marketplace 5.2 Export Controls 157 158 159 Culture 160 Social Factors 161 Situational Factors 162 The International Marketplace 5.1 "Of Course I'm a Principal Player" 116 Political Action and Risk 156 The International Marketplace 6.3 China's Huge Consumer Market The Political and Legal Environment Ethical Issues 154 156 Technology Level Personal Motives 113 152 154 The International Marketplace 6.2 Rise of the Global Middle Class 112 Recommended Readings Endnotes 113 5 110 Influences on the Global Consumer Questions for Discussion 152 Consumer, Industrial, and Government Markets The International Marketplace 6.1 Apple Targets Global Consumers Challenges to Economic Integration Summary 151 Finding Global Customers 181 Contents xix
The Strategic Planning Process The International Information System 182 Understanding and Adjusting the Core Strategy Formulating Global Marketing Strategy 184 Environmental Scanning Delphi Studies 222 Scenario Building 223 183 The International Marketplace 7.3 Consumer Confidence and COVID-19 189 Developing the Global Marketing Program Implementing Global Marketing 190 Summary 189 The Local Company in the Global Environment Explore the Globe The International Marketplace 7.4 Emerging-Market Growth War Pits Global Brand Giants against Local Rivals 195 Summary 196 Key Terms 196 Endnotes 8 196 United Nations 197 Selected Trade Databases 201 202 Recognizing the Need for Research The Benefits of Research Going International: Exporting Going International: Importing 202 203 Determining Research Objectives 204 204 205 Sources of Data 206 Evaluating Data 208 Analyzing and Interpreting Secondary Data 206 Doing Business in China Table of Contents 235 235 235 208 9 209 Stimuli to Internationalize Designing the Survey Questionnaire 217 Developing the Sampling Plan 218 The International Marketplace 8.3 Check Your Translations! 219 236 Market Entry and Expansion The International Marketplace 9.1 Product Innovation May Come Mainly from China 236 The International Marketplace 8.2 Excellence in International Research 214 Contents 233 235 The U.S. Commercial Service Determining Information Requirements 209 Industrial versus Consumer Research 210 Determining Research Administration 210 Determining the Research Technique 211 Data Collection 219 Analyzing and Interpreting Primary Data
Presenting Research Results 220 Follow-Up and Review 220 Research on the Web 220 233 APPENDIX B: The Structure of a Country Commercial Guide Determining Secondary Information Requirements The Primary Research Process 232 Trade Publication References with Bibliographic Keywords Trade Publication References with Summaries 233 Full Text of Trade Publications 233 Statistics 233 Price Information 234 Company Registers 234 Trade Opportunities, Tenders 234 Tariffs and Trade Regulations 234 Standards 234 Shipping Information234 Others 234 201 International and Domestic Research 230 231 Directories 231 Periodic Reports, Newspapers, Magazines 200 The International Marketplace 8.1 Research in Business and Soccer 200 CX 229 Selected Organizations Analyzing People and Markets 228 229 Indexes to Literature New Parameters 202 New Environments 202 Number of Factors Involved 202 Broader Definition of Competition 226 228 U.S. Government 197 Defining the Issue 225 Endnotes 226 APPENDIX A: Information Sources for Marketing Issues 196 Recommended Readings 225 Recommended Readings European Union Questions for Discussion Explore the Globe 224 Key Terms 224 Questions for Discussion 193 221 222 219 Proactive Stimuli Reactive Stimuli 238 239 Change Agents 240 Internal Change Agents External Change Agents Going International Export 237 240 241 242 242 Export Management Companies Trading Companies 244 E-Commerce 245 243 Contents xxi
The Role of Services in the U.S. Economy The Role of Services in the World Economy Global Transformations of Services 14 346 351 Corporate Involvement in International Services Marketing 352 Terms of Sale 403 The International Marketplace 14.2 Penetrating Foreign Markets by Controlling Export Transport Terms of Payment The International Marketplace 12.2 Service Contractor Offers Sustainability in Trade Shows and Exhibitions 357 Strategic Implications of International Services Marketing 360 Key Terms 360 Questions for Discussion Explore the Globe Endnotes 13 358 Sources of Export Financing Leasing 415 Pricing Within Individual Markets 361 361 Advertising, Promotion, and Sales The Marketing Communications Process Planning Promotional Campaigns The Target Audience 367 Campaign Objectives 368 The Budget 370 Media Strategy 370 The Promotional Message 375 The Campaign Approach 377 Measurement of Advertising Effectiveness 363 364 392 Key Terms 393 Why Countertrade? 423 Types of Countertrade 423 395 Summary 379 425 Key Terms 425 Questions for Discussion 381 Explore the Globe 383 Endnotes 15 393 393 394 426 426 Recommended Readings 427 427 Global Distribution and Logistics 429 The International Marketplace 15.1 Getting the Distribution Job Done in Latin America Channel Design Recommended Readings Endnotes 423 Countertrade Channel Structure Questions for Discussion Explore the Globe 419 Transfer Pricing Use of Transfer Prices to Achieve Corporate Objectives 420 Transfer Pricing Challenges 421 The International Marketplace 13.2 Automation of the Sales Force Summary 419 Pricing
Coordination 367 381 Direct Marketing 384 Sales Promotion 385 Trade Shows and Missions 386 Public Relations 388 Internal Public Relations 388 Sponsorship Marketing 391 415 Corporate Objectives 415 Costs 416 Demand and Market Factors 417 Market Structure and Competition 418 Environmental Constraints 418 363 The International Marketplace 13.1 Global Sponsorship Personal Selling 410 413 Commercial Banks 413 Forfaiting and Factoring 414 Official Trade Finance 414 360 Other Promotional Elements 405 406 Getting Paid for Exports 408 Managing Foreign Exchange Risk 360 Recommended Readings 400 401 402 Export Pricing Strategy Export-Related Costs Services and E-Commerce 352 Services and Academia 354 Typical International Services 354 Starting to Market Services Internationally 356 Summary 397 Getting Paid for Exports Price Dynamics 398 The Setting of Export Prices 350 Data Collection Problems 350 Regulations and Service Trade Negotiations ЗУ/ The International Marketplace 14.1 Now for the Hard Part: 348 349 International Trade Problems in Services Pricing Strategies and Tactics Customers 432 Culture 432 Competition 432 Company Objectives Character 434 Capital 434 429 431 432 433 Contents xxiv Contents xxv
Cost 434 Coverage 434 Control 434 Continuity 435 Communication 435 PART 4 Channel Management 436 440 International Transportation Issues 445 446 Transportation Infrastructure 446 Availability of Modes 447 Choice of Transport Modes 448 450 Documentation 450 Assistance with International Shipments International Inventory Issues 450 Challenges of Social Media 452 454 454 455 Understand the Difference between Traditional Approaches and Social Media Communicate Your Expertise 493 Customize the Message to the Audience 494 Target a Specific Market 494 Understand Your Markets 494 Monitor Your Firm's Online Reputation 494 Manage Information about Your Company and Brands 494 456 457 457 Recommended Readings 459 459 Summary APPENDIX A: Elements of a Distributor Agreement 462 CASES 3 Equal Exchange: Doing Well by Doing Good The Bell Boeing V-22 467 íxvi Contents 491 Social Media Around the World 491 Social Media Success Strategies in International Marketing 455 Questions for Discussion Explore the Globe 458 487 489 Advertising 489 Sales 490 Public Relations 490 Promotional Activities 491 Integrating Social Media with Traditional Marketing Communications 453 Management of International Logistics Recycling and Reverse Logistics Summary 457 487 488 Social Media and International Communications Centralized Logistics Management Decentralized Logistics Management Contract Logistics 455 483 485 Send the Wrong Message 488 Resource Intensive 489 Results Are Difficult to Measure 489 Lack of Access 489 Storage Facilities 452 Outsourcing 453 Foreign TradeZones 453 Endnotes 478 The International
Marketplace 16.3 Social Media for Charity Fundraising 451 Order Cycle Time 451 Customer Service Levels 451 Inventory as a Strategic Tool 452 International Packaging Issues 477 Generate Exposure for the Firm and Its Products 485 Build Brand Equity 485 Drive Traffic to Corporate Websites 485 Link with Other Sites across the Internet 485 Leverage Social Networks 486 Generate Buzz and Spread Specific Messages Viraily 486 Generate Product Sales 486 Conduct Market Research 486 Develop Ideas for New Products and Marketing Approaches Garner Publicity from News Media 487 Improve Search Engine Rankings 487 Achieve Cost Effectiveness 487 The International Marketplace 15.3 Supply Chains after the Japanese Earthquake 445 International Storage Issues Campaigns 474 Social Networks: Key to Online Relationships Marketing Dimensions of Social Media 443 The International Shipment The International Marketplace 16.1 Volkswagen's Global Social Media The International Marketplace 16.2 Africa's Blossoming Social Media Supply Chain Management 444 The Impact of International Logistics 445 The New Dimensions of International Logistics Key Terms 474 Forms of Social Media 479 Why Do Social Media Work? 480 Creating Content via Social Media 481 442 Logistics and Security Social Networks and Engagement The Rise of Social Media Selection of Intermediaries 436 The Distributor Agreement 437 Gray Markets 439 Termination of the Channel Relationship International Logistics 473 16 The International Marketplace 15.2 Tesco: Community Promises and Local Priorities 435 E-Commerce Leadership in Globa! Marketing 465
493 493 495 Key Terms 495 Questions for Discussion Explore the Globe 495 495 Contents xxvii
Recommended Readings Endnotes Natural Resources Political and Legal 496 534 534 The International Marketplace 18.2 Counterfeiting and Software Piracy 497 The Marketer of the Future—Strategic Efforts 17 Leadership, Corporate Social Responsibility, and Sustainability The Balance between Global and Local Innovation 537 Collaborative Partnerships 538 499 The International Marketplace 17.1 Executive Compensation and Aristotelian Philosophy 499 Leadership Recognizing Marketing Challenges and Dilemmas The Increased Role of Government 503 Trust 503 The Leadership Challenge 507 Connecting with the World's Customers Technology-Based Marketing Research 501 Summary Corporate Social Responsibility 509 Marketing 509 511 Self-Employment 515 516 Sustainable Consumers 518 Greenwashing 519 Growing Importance to Marketing Summary 523 Key Terms 523 18 557 520 COMPANY INDEX 579 585 522 522 523 524 Recommended Readings Endnotes 551 GLOSSARY 561 NAME INDEX 571 SUBJECT INDEX Questions for Discussion Explore the Globe 547 Thai Food in Europe 521 Truthfulness 522 Simplicity 522 Expanded Participation Personal Responsibility 546 547 Endnotes 549 CASES 4 African Producers in the Cut Flower and Foliage Trade The International Marketplace 17.4 "Can a War on Carbon Be Good Business?" 517 Curative Marketing 546 Opportunities for Women in Global Firms 515 A Sustainable Future? Sustainable Practices 543 Further Training 546 Employment with a Large Firm 546 Employment with a Small or Medium-Sized Firm 513 513 Sustainability 540 541 Endnotes 544 APPENDIX A: Finding Your Calling: Jobs and Careers in
International The International Marketplace 17.3 "And the Award Goes to.512 Strategic Focus CSR Reporting 539 542 Explore the Globe 542 Recommended Readings 509 What Is the Responsibility of Business? Defining Corporate Social Responsibility 536 542 Key Terms 542 Questions for Discussion The International Marketplace 17.2 For Unilever, Smarter Planet Is Smart Business 508 Aligning Strategy, Products, and Societal Interests 536 The International Marketplace 18.3 "The Body Shop” 501 535 525 525 New Directions and Challenges 528 The International Marketplace 18.1 Marketable Global Business School Models 528 International Marketing Drivers Demographics 530 Technology 531 Culture 532 Economic Development 530 533 Contents xxviii Contents xxix
CONTENTS PREFACE ACKNOWLEDGMENTS ABOUT THE AUTHORS PART 1 iv viii xi The International Marketing Environment 1 1 2 Global Environmental Drivers The International Marketplace 1.1 Global Trends Impose New Strategic Marketing Requirements 2 International Marketing Defined 4 The International Marketplace 1.2 Environment and Sustainability: A Global Challenge for Ideas 5 The Importance of World Trade 6 The International Marketplace 1.3 New Sources for Outsourcing Domestic Policy Repercussions 7 9 Opportunities and Challenges in International Marketing 11 The International Marketplace 1.4 Emerging Consumers Bring a Smile to Coca-Cola and Consumer Goods Companies 12 The Goals of This Book 13 Summary 15 Key Terms 15 Questions for Discussion 16 Explore the Globe 16 Recommended Readings 16 Endnotes 17 APPENDIX A: A Brief Review of Marketing 18 Strategic Marketing 19 Target Market Selection Marketing Management The Marketing Process Key Terms 21 Endnotes 21 19 20 20
APPENDIX В: Geographical Perspectives on International Marketing Location Place 22 23 Natural Features 23 Human Features 24 Interaction 24 Movement 25 Region 27 27 Key Terms End note 2 22 27 International Trade Frameworks and Policy 28 The International Marketplace 2.1 A Trade Negotiator's Glossary: What They Said and What They Really Meant 28 29 The Historical Dimension The International Marketplace 2.2 The Modern-Day Pirate 29 31 Global Division Transnational Institutions Affecting World Trade 32 32 World Trade Organization The International Marketplace 2.3 Does the WTO Still Contribute to World Trade? 33 International Monetary Fund 34 35 World Bank Regional Institutions 36 37 Trade Positions Compared A Diagnosis of the U.S. Trade Position 37 The Impact of Trade and Investment The Effect of Trade 40 40 The Effect of International Investment Policy Responses to Trade Problems Restrictions of Imports 40 41 41 45 Export Promotion Efforts A Strategic Outlook for Trade and Investment Policies A U.S. Perspective 46 46 An International Perspective 47 The International Marketplace 2.4 The Trade Reality of E-Commerce Summary 49 Key Terms 49 Questions for Discussion Explore the Globe 3 50 50 Recommended Readings Endnotes 50 51 The Role of Culture The International Marketplace 3.1 IMAX Broadens Presence Culture Defined 52 52 54 The International Marketplace 3.2 Singles' Day, a Global Shopping Festival 48 56
The Elements of Culture 57 Language 57 Nonverbal Language 59 Religion 60 Valuesand Attitudes 62 Manners and Customs 63 Material Elements 64 Aesthetics 65 Education 65 Social Institutions 65 The International Marketplace 3.3 Global SEM: A Story in Three Acts Sources of Cultural Knowledge 67 Cultural Analysis 68 The Training Challenge 71 Making Culture Work for Marketing Success 73 Embrace Local Culture 73 Build Relationships 73 The International Marketplace 3.4 Cultural Awareness Online 74 Help Employees Understand You 75 Adapt Products and Processes to Local Markets 75 Coordinate by Region 75 Summary 76 Key Terms 76 Questions for Discussion Explore the Globe 77 Recommended Readings Endnotes 78 4 66 76 77 The Economic Environment 80 The International Marketplace 4.1 Global Middle-Class Market Market Characteristics 83 80 Population 83 Infrastructure 89 Impact of the Economic Environment on Social Development 91 Regional Economic Integration 94 European Integration 94 The North American Free Trade Agreement and USMCA 96 The International Marketplace 4.2 Retail Markets in Mexico 97 Integration in Latin America 98 Integration in Asia 100 Integration in Africa and the Middle East 101 The International Marketplace 4.3 The Gulf Economies Are Linked East and West 102 Emerging Markets 103 Adjust Entry Strategy 104 Manage Affordability 107 Invest in Distribution 108 Build Strong Brands 108 Contents xvii
Developing Markets 108 Research 108 Create Buying Power 109 Taiior Local Solutions 109 Improve Access 109 Shape Aspirations 109 110 Challenges to Economic Integration Summary 110 Key Terms 111 111 Questions for Discussion Explore the Globe 112 Recommended Readings 113 Endnotes 5 113 The Political and Legal Environment 116 The International Marketplace 5.1 Of Course I'm a Principal Player" 116 Home-Country Political and Legal Environment Embargoes and Sanctions 118 Export Controls 119 A New Environment for Export Controls 118 121 The International Marketplace 5.2 Export Controls Import Controls 123 Regulation of International Business Behavior 124 Host-Country Political and Legal Environment Political Action and Risk 122 125 125 The International Marketplace 5.3 Baidu, Not Google, Is Keyword for Search in China 126 Legal Differences and Restraints 129 The international Marketplace 5.4 The Archbishop and the Law Influencing Politics and Laws 131 International Relationships International Politics International Law Ethical Issues 133 133 133 134 Corporate Governance and Responsibility 134 The International Marketplace 5.5 Does Pollution Matter? Intellectual Property Bribery and Corruption Summary 141 Key Terms 141 Questions for Discussion Explore the Globe 136 137 138 142 142 Recommended Readings 143 Endnotes 143 CASES 1 Exporting Handcrafted Goods from Indonesia Super Foods: Camu Camu in Peru Contents 147 145 130
PART 2 151 Finding Global Customers б Consumer, Industrial, and Government Markets 152 The International Marketplace 6.1 Apple Targets Global Consumers Drivers of the Global Consumer The Global Consumer 154 Influences on the Global Consumer Economic Status 156 156 The International Marketplace 6.2 Rise of the Global Middle Class Technology Level 158 Personal Motives 159 157 The International Marketplace 6.3 China's Huge Consumer Market Culture 159 160 Social Factors 161 162 Situational Factors Country-of-Origin Effects The Industrial Buyer 162 163 Influences on the Global Industrial Buyer Culture 152 154 164 164 165 Stage of Economic Development The International Marketplace 6.4 Global Consumerism 166 and Sustainability National Situational Factors 166 The Government Buyer 167 Marketing to Global Consumers 168 168 Targeting Global Customers Country-of-Origin Challenges 169 Global Customer Relationship Management Selling to Governments Summary 172 Key Terms 173 Questions for Discussion Explore the Globe 173 173 Recommended Readings Endnotes 7 170 171 174 174 Strategic Planning 176 The International Marketplace 7.1 Powering Growth in Emerging Markets Global Marketing 176 177 Globalization Drivers Cost Factors 178 178 Market Factors 178 Environmental Factors Competitive Factors 179 180 The International Marketplace 7.2 Born Globals and Social Entrepreneurs The Outcome 180 181 Contents xix
182 The Strategic Planning Process Understanding and Adjusting the Core Strategy Formulating Global Marketing Strategy 184 183 The International Marketplace 7.3 Consumer Confidence and COVID-19 189 189 Developing the Global Marketing Program Implementing Global Marketing 190 The Local Company in the Global Environment 193 The International Marketplace 7.4 Emerging-Market Growth War Pits Global Brand Giants against Local Rivals 195 Summary 196 Key Terms 196 Questions for Discussion Explore the Globe 196 Recommended Readings Endnotes 8 196 197 197 200 Analyzing People and Markets The International Marketplace 8.1 Research in Business and Soccer 200 Defining the Issue 201 International and Domestic Research New Parameters 202 New Environments 202 Number of Factors Involved 202 Broader Definition of Competition 201 202 202 Recognizing the Need for Research The Benefits of Research 203 204 Determining Research Objectives Going International: Exporting Going International: Importing 204 205 Determining Secondary Information Requirements Sources of Data 206 Evaluating Data 208 Analyzing and Interpreting Secondary Data The Primary Research Process 206 208 209 Determining Information Requirements 209 Industrial versus Consumer Research 210 Determining Research Administration 210 Determining the Research Technique 211 The International Marketplace 8.2 Excellence in International Research 214 Designing the Survey Questionnaire 217 Developing the Sampling Plan 218 The International Marketplace 8.3 Check Your Translations! Data Collection 219 Analyzing and Interpreting Primary Data
Presenting Research Results 220 Follow-Up and Review 220 Research on the Web 220 219 219
The International Information System Summary 224 Key Terms 224 225 Questions for Discussion 225 Explore the Globe Recommended Readings Endnotes 221 222 Environmental Scanning Delphi Studies 222 Scenario Building 223 226 226 APPENDIX A: Information Sources for Marketing Issues 228 European Union United Nations 228 229 U.S. Government 229 Selected Organizations Indexes to Literature 230 231 231 Directories Periodic Reports, Newspapers, Magazines Selected Trade Databases 232 233 Trade Publication References with Bibliographic Keywords Trade Publication References with Summaries 233 Full Text of Trade Publications 233 Statistics 233 Price Information 234 Company Registers 234 Trade Opportunities, Tenders 234 Tariffs and Trade Regulations 234 Standards 234 Shipping Information234 Others 234 233 APPENDIX B: The Structure of a Country Commercial Guide 235 Doing Business in China Table of Contents 9 235 235 The U.S. Commercial Service 235 Market Entry and Expansion 236 The International Marketplace 9.1 Product Innovation May Come Mainly from China 236 Stimuli to Internationalize Proactive Stimuli Reactive Stimuli 238 239 Change Agents 240 Internal Change Agents External Change Agents Going International Export 237 240 241 242 242 Export Management Companies Trading Companies. 244 E-Commerce 245 243 Contents xxi
Licensing and Franchising Licensing 246 246 The International Marketplace 9.2 The Emergence of Ready to DrinkTea Franchising 249 Foreign Direct Investment 250 Major Foreign Investors 250 Reasons for Foreign Direct Investment A Perspective on Foreign Direct Investors Types of Ownership 254 246 252 253 The International Marketplace 9.3 Foreign Direct Investments in Vietnam: The Good and the Bad 255 Advantages of Joint Ventures Summary 258 Key Terms 259 256 259 Questions for Discussion Explore the Globe 259 Recommended Readings Endnotes 10 260 260 Marketing Organization, Implementation, and Control The International Marketplace 10.1 Touch and Improve People's Everyday Lives 262 263 Organizational Structure Organizational Designs 264 Evolution of Organizational Structures 271 The International Marketplace 10.2 Beyond the Matrix Locus of Decision Making 273 Factors Affecting Structure and Decision Making The Networked Global Organization 275 Promoting Global Internal Cooperation 277 The Role of Country Organizations 279 Control 272 273 Implementation 275 281 Types of Controls 281 The International Marketplace 10.3 Corporate Acculturation Summary 286 Key Terms 287 287 Questions for Discussion Explore the Globe 287 Recommended Readings Endnotes 284 289 289 CASES 2 Chopsticks from America: A Historic Assessment La Casa de Las Botas 294 291 262
PART З 301 The Global Marketing Mix 11 Product Management and Global Brands 302 The International Marketplace 11.1 Are Global Brands the Way to Go? Product Variables 302 304 305 Standardization versus Adaptation Factors Affecting Adaptation 305 The Market Environment 306 Government Regulations 306 Nontariff Barriers 307 Customer Characteristics, Expectations, and Preferences Economic Development 309 Competitive Offerings 311 Climate and Geography 311 Product Characteristics 308 311 Product Constituents and Content Branding 312 Packaging 312 311 The International Marketplace 11.2 When There Is More to a Name 313 Appearance 314 Method of Operation or Usage 314 Quality 315 Service 315 Country-of-Origin Effects 315 316 Company Considerations Global Product Development 316 The Product Development Process 317 The Location of R D Activities 319 The Organization of Global Product Development The Testing of New Product Concepts 322 The Global Product Launch 322 Managing the Brand Portfolio Brand Strategy Decisions Private Brand Policies 333 Key Terms 334 Questions for Discussion Explore the Globe 12 331 334 334 Recommended Readings Endnotes 323 324 330 Product Counterfeiting Summary 320 336 336 Global Marketing of Services 339 The International Marketplace 12.1 Marketing "The Cloud": Computing as a Service 339 Differences between Services and Goods Linkage between Services and Goods Stand-Alone Services 341 340 341 Contents xxiii
The Role of Services in the U.S. Economy 346 The Role of Services in the World Economy Global Transformations of Services 348 349 350 International Trade Problems in Services Data Collection Problems 350 Regulations and Service Trade Negotiations 351 Corporate Involvement in International Services Marketing 352 Services and E-Commerce 352 Services and Academia 354 Typical International Services 354 Starting to Market Services Internationally 356 The International Marketplace 12.2 Service Contractor Offers Sustainability in Trade Shows and Exhibitions 357 Strategic Implications of International Services Marketing Summary 360 Key Terms 360 Questions for Discussion Explore the Globe 360 360 361 Recommended Readings End notes 13 358 361 Advertising, Promotion, and Sales 363 The International Marketplace 13.1 Global Sponsorship The Marketing Communications Process 367 Planning Promotional Campaigns The Target Audience 367 Campaign Objectives 368 The Budget 370 Media Strategy 370 The Promotional Message 375 The Campaign Approach 377 Measurement of Advertising Effectiveness 379 381 Other Promotional Elements Personal Selling 363 364 381 The International Marketplace 13.2 Automation of the Sales Force Direct Marketing 384 Sales Promotion 385 Trade Shows and Missions 386 Public Relations 388 Internal Public Relations 388 Sponsorship Marketing 391 Summary 392 Key Terms 393 Questions for Discussion Explore the Globe 393 Recommended Readings Endnotes v Contents 395 393 394 383
14 Pricing Strategies and Tactics 397 The International Marketplace 14.1 Now for the Hard Part: Getting Paid for Exports 397 Price Dynamics 398 The Setting of Export Prices Terms of Sale 400 401 402 Export Pricing Strategy Export-Related Costs 403 The International Marketplace 14.2 Penetrating Foreign Markets by Controlling Export Transport 405 Terms of Payment 406 Getting Paid for Exports 408 Managing Foreign Exchange Risk Sources of Export Financing 410 413 Commercial Banks 413 Forfaiting and Factoring 414 Official Trade Finance 414 Leasing 415 Pricing Within Individual Markets 415 Corporate Objectives 415 Costs 416 Demand and Market Factors 417 Market Structure and Competition 418 Environmental Constraints 418 Pricing Coordination Transfer Pricing 419 419 Use of Transfer Prices to Achieve Corporate Objectives 420 Transfer Pricing Challenges 421 423 Countertrade Why Countertrade? Types of Countertrade Summary 425 Key Terms 425 423 423 Questions for Discussion Explore the Globe Recommended Readings Endnotes 15 426 426 427 427 Global Distribution and Logistics 429 The International Marketplace 15.1 Getting the Distribution Job Done in Latin America 429 Channel Structure Channel Design Customers 432 Culture 432 Competition 432 Company Objectives Character 434 Capital 434 431 432 433 Contents XXV
Cost 434 Coverage 434 Control 434 Continuity 435 Communication 435 The International Marketplace 15.2 Tesco: Community Promises and Local Priorities 435 Channel Management 436 Selection of Intermediaries 436 The Distributor Agreement 437 Gray Markets 439 Termination of the Channel Relationship E-Commerce 440 442 International Logistics 443 Supply Chain Management 444 The Impact of International Logistics 445 The New Dimensions of International Logistics 445 The International Marketplace 15.3 Supply Chains after the Japanese Earthquake 445 International Transportation Issues 446 Transportation Infrastructure 446 Availability of Modes 447 Choice of Transport Modes 448 The International Shipment 450 Documentation 450 Assistance with International Shipments International Inventory Issues 450 451 Order Cycle Time 451 Customer Service Levels 451 Inventory as a Strategic Tool 452 International Storage Issues 452 Storage Facilities 452 Outsourcing 453 Foreign Trade Zones 453 International Packaging Issues 453 Management of International Logistics 454 Centralized Logistics Management 454 Decentralized Logistics Management 455 Contract Logistics 455 Logistics and Security 455 Recycling and Reverse Logistics Summary 457 Key Terms 457 Questions for Discussion Explore the Globe 457 458 Recommended Readings Endnotes 456 459 459 APPENDIX A: Elements of a Distributor Agreement 462 CASES 3 Equal Exchange: Doing Well by Doing Good The Bell Boeing V-22 xxvi Contents 467 465
PART 4 473 Leadership in Global Marketing 16 Social Networks and Engagement 474 The International Marketplace 16.1 Volkswagen's Global Social Media Campaigns 474 Social Networks: Key to Online Relationships The Rise of Social Media 477 478 Forms of Sodai Media 479 Why Do Sodai Media Work? 480 Creating Content via Sodai Media 481 The International Marketplace 16.2 Africa's Blossoming Social Media Marketing Dimensions of Social Media 483 485 Generate Exposure for the Firm and Its Products 485 Build Brand Equity 485 Drive Traffic to Corporate Websites 485 Link with Other Sites across the Internet 485 Leverage Social Networks 486 Generate Buzz and Spread Specific Messages Virally 486 Generate Product Sales 486 Conduct Market Research 486 Develop Ideas for New Products and Marketing Approaches Garner Publicity from News Media 487 Improve Search Engine Rankings 487 Achieve Cost Effectiveness 487 487 The International Marketplace 16.3 Social Media for Charity Fundraising Challenges of Social Media 487 488 Sendthe Wrong Message 488 Resource Intensive 489 Results Are Difficult to Measure 489 Lack of Access 489 Social Media and International Communications 489 Advertising 489 Sales 490 Public Relations 490 Promotional Activities 491 Integrating Social Media with Traditional Marketing Communications Social Media Around the World 491 491 Social Media Success Strategies in International Marketing Understand the Difference between Traditional Approaches and Social Media Communicate Your Expertise 493 Customize the Message to the Audience 494 Target a Specific Market 494 Understand Your
Markets 494 Monitor Your Firm's Online Reputation 494 Manage Information about Your Company and Brands 494 Summary 495 Key Terms 495 Questions for Discussion Explore the Globe 493 493 495 495 Contents xxvii
496 Recommended Readings Endnotes 17 497 Leadership, Corporate Social Responsibility, and Sustainability 499 The International Marketplace 17.1 Executive Compensation and Aristotelian Philosophy 499 Leadership 501 Recognizing Marketing Challenges and Dilemmas The Increased Role of Government 503 Trust 503 The Leadership Challenge 507 501 The International Marketplace 17.2 For Unilever, Smarter Planet Is Smart Business 508 Aligning Strategy, Products, and Societal Interests Corporate Social Responsibility 509 509 What Is the Responsibility of Business? Defining Corporate Social Responsibility 509 511 The International Marketplace 17.3 "And the Award Goes to." Strategic Focus CSR Reporting 513 513 Sustainability 515 A Sustainable Future? Sustainable Practices 512 515 516 The International Marketplace 17.4 "Can a War on Carbon Be Good Business?" 517 Sustainable Consumers 518 Greenwashing 519 Growing Importance to Marketing Curative Marketing Truthfulness 522 Simplicity 522 Expanded Participation Personal Responsibility Summary 523 Key Terms 523 522 522 Questions for Discussion Explore the Globe 523 524 525 Recommended Readings Endnotes 18 520 521 525 New Directions and Challenges The International Marketplace 18.1 Marketable Global Business School Models 528 International Marketing Drivers Demographics 530 Technology 531 Culture 532 Economic Development iii Contents 533 530 528
Natural Resources Political and Legal 534 534 The International Marketplace 18.2 Counterfeiting and Software Piracy The Balance between Global and Local Innovation 537 Collaborative Partnerships 538 536 The International Marketplace 18.3 "The Body Shop" Connecting with the World's Customers Technology-Based Marketing Research Summary 542 Key Terms 542 539 540 541 542 Questions for Discussion 542 Explore the Globe Recommended Readings Endnotes 535 536 The Marketer of the Future—Strategic Efforts 543 544 APPENDIX A: Finding Your Calling: Jobs and Careers in International Marketing 546 Further Training 546 Employment with a Large Firm 546 Employment with a Small or Medium-Sized Firm Opportunities for Women in Global Firms 547 Self-Employment Endnotes 546 547 549 CASES 4 African Producers in the Cut Flower and Foliage Trade Thai Food in Europe GLOSSARY 551 557 561 NAME INDEX COMPANY INDEX SUBJECT INDEX 571 579 585 Contents xxix |
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CONTENTS PREFACE PART 1 iv ACKNOWLEDGMENTS viii ABOUT THE AUTHORS xi 1 The International Marketing Environment 1 Global Environmental Drivers 2 The International Marketplace 1.1 Global Trends Impose New Strategic Marketing Requirements 2 International Marketing Defined 4 The International Marketplace 1.2 Environment and Sustainability: A Global Challenge for Ideas 5 The Importance of World Trade 6 The International Marketplace 1.3 New Sources for Outsourcing Domestic Policy Repercussions 9 Opportunities and Challenges in International Marketing 7 11 The International Marketplace 1.4 Emerging Consumers Bring a Smile to Coca-Cola and Consumer Goods Companies 12 13 The Goals of This Book Summary 15 Key Terms 15 Questions for Discussion Explore the Globe 16 16 Recommended Readings Endnotes 16 17 APPENDIX A: A Brief Review of Marketing Strategic Marketing 19 Target Market Selection 19 Marketing Management 20 The Marketing Process Key Terms Endnotes 18 20 21 21 xv
APPENDIX В: Geographical Perspectives on International Marketing Location 22 Place Interaction 23 24 25 27 Key Terms Endnote Language 57 Nonverbal Language 59 Religion 60 Valuesand Attitudes 62 Manners and Customs 63 Material Elements 64 Aesthetics 65 Education 65 Social Institutions 65 24 Movement 57 The Elements of Culture 23 Natural Features Human Features Region 22 27 27 The International Marketplace 3.3 Global SEM: A Story in Three Acts 2 International Trade Frameworks and Policy 28 Sources of Cultural Knowledge Cultural Analysis 68 The Training Challenge The Historical Dimension Making Culture Work for Marketing Success The International Marketplace 2.2 The Modern-Day Pirate Global Division Embrace Local Culture Build Relationships 29 31 Transnational Institutions Affecting World Trade World Trade Organization 32 34 37 The Impact of Trade and Investment The Effect of Trade 40 The Effect of International Investment Policy Responses to Trade Problems 40 4 41 49 49 76 78 80 The Economic Environment 47 91 94 European Integration 94 The North American Free Trade Agreement and U5MCA Integration in Latin America 98 Integration in Asia 100 Integration in Africa and the Middle East 50 50 96 97 101 The International Marketplace 4.3 The Gulf Economies Are Linked Emerging Markets The Role of Culture The International Marketplace 3.1 IMAX Broadens Presence 80 83 Regional Economic Integration 48 East and West 52 54 The International Marketplace 3.2 Singles' Day, a Global Shoppinq Festival 56 Contents 77 Population 83 Infrastructure 89 Impact of the Economic Environment on Social
Development 46 50 Recommended Readings Endnotes 51 :v¡ 76 77 Market Characteristics 45 Questions for Discussion Culture Defined 75 The International Marketplace 4.2 Retail Markets in Mexico Explore the Globe 74 The International Marketplace 4.1 Global Middle-Class Market The International Marketplace 2.4 The Trade Reality of E-Commerce Key Terms Key Terms Endnotes 40 A Strategic Outlook for Trade and Investment Policies Summary 76 Recommended Readings 41 A U.S. Perspective 46 An International Perspective Summary Explore the Globe 37 A Diagnosis of the U.S. Trade Position Restrictions of Imports Export Promotion Efforts 73 Questions for Discussion Trade Positions Compared 73 73 Help Employees Understand You 75 Adapt Products and Processes to Local Markets Coordinate by Region 75 32 International Monetary Fund World Bank 35 Regional Institutions 36 71 The Internationa) Marketplace 3.4 Cultural Awareness Online The International Marketplace 2.3 Does the WTO Still Contribute to World Trade? 33 3 67 The International Marketplace 2.1 A Trade Negotiator's Glossary: What They Said and What They Really Meant 28 29 66 Adjust Entry Strategy Manage Affordability Invest in Distribution Build Strong Brands 102 103 104 107 108 108 Contents xvii
Developing Markets 108 PART 2 Research 108 Create Buying Power 109 Tailor Local Solutions 109 Improve Access 109 Shape Aspirations 109 б 110 Key Terms 111 Drivers of the Global Consumer The Global Consumer Economic Status Explore the Globe 111 Home-Country Political and Legal Environment Embargoes and Sanctions 118 Export Controls 119 A New Environment for Export Controls 116 Country-of-Origin Effects Culture 164 Stage of Economic Development 121 Import Controls 123 Regulation of International Business Behavior 122 The Government Buyer 125 129 The International Marketplace 5.4 The Archbishop and the Law 130 Summary 131 International Relationships 133 Explore the Globe 133 Corporate Governance and Responsibility 134 Summary 141 Key Terms 141 7 174 176 Strategic Planning Global Marketing 142 177 Globalization Drivers 143 Endnotes 143 CASES 1 Exporting Handcrafted Goods from Indonesia Super Foods: Camu Camu in Peru 147 145 178 Market Factors 178 Cost Factors 178 Environmental Factors 179 Competitive Factors 180 The International Marketplace 7.2 Born Globals and Social Entrepreneurs 180 The Outcome Contents 174 The International Marketplace 7.1 Powering Growth in Emerging Markets 176 142 Recommended Readings :viii 173 136 137 138 Questions for Discussion Explore the Globe Endnotes 170 173 Recommended Readings The International Marketplace 5.5 Does Pollution Matter? 168 172 Key Terms 173 Questions for Discussion 133 134 Intellectual Property Bribery and Corruption 167 Targeting Global Customers 168 Country-of-Origin Challenges 169 Global Customer Relationship Management Selling
to Governments 171 The International Marketplace 5.3 Baidu, Not Google, Is Keyword for Search in China 126 International Politics International Law 166 National Situational Factors 125 Influencing Politics and Laws 165 Marketing to Global Consumers Legal Differences and Restraints 164 The International Marketplace 6.4 Global Consumerism and Sustainability 166 124 Host-Country Political and Legal Environment 159 162 The Industrial Buyer 163 Influences on the Global Industrial Buyer 118 The International Marketplace 5.2 Export Controls 157 158 159 Culture 160 Social Factors 161 Situational Factors 162 The International Marketplace 5.1 "Of Course I'm a Principal Player" 116 Political Action and Risk 156 The International Marketplace 6.3 China's Huge Consumer Market The Political and Legal Environment Ethical Issues 154 156 Technology Level Personal Motives 113 152 154 The International Marketplace 6.2 Rise of the Global Middle Class 112 Recommended Readings Endnotes 113 5 110 Influences on the Global Consumer Questions for Discussion 152 Consumer, Industrial, and Government Markets The International Marketplace 6.1 Apple Targets Global Consumers Challenges to Economic Integration Summary 151 Finding Global Customers 181 Contents xix
The Strategic Planning Process The International Information System 182 Understanding and Adjusting the Core Strategy Formulating Global Marketing Strategy 184 Environmental Scanning Delphi Studies 222 Scenario Building 223 183 The International Marketplace 7.3 Consumer Confidence and COVID-19 189 Developing the Global Marketing Program Implementing Global Marketing 190 Summary 189 The Local Company in the Global Environment Explore the Globe The International Marketplace 7.4 Emerging-Market Growth War Pits Global Brand Giants against Local Rivals 195 Summary 196 Key Terms 196 Endnotes 8 196 United Nations 197 Selected Trade Databases 201 202 Recognizing the Need for Research The Benefits of Research Going International: Exporting Going International: Importing 202 203 Determining Research Objectives 204 204 205 Sources of Data 206 Evaluating Data 208 Analyzing and Interpreting Secondary Data 206 Doing Business in China Table of Contents 235 235 235 208 9 209 Stimuli to Internationalize Designing the Survey Questionnaire 217 Developing the Sampling Plan 218 The International Marketplace 8.3 Check Your Translations! 219 236 Market Entry and Expansion The International Marketplace 9.1 Product Innovation May Come Mainly from China 236 The International Marketplace 8.2 Excellence in International Research 214 Contents 233 235 The U.S. Commercial Service Determining Information Requirements 209 Industrial versus Consumer Research 210 Determining Research Administration 210 Determining the Research Technique 211 Data Collection 219 Analyzing and Interpreting Primary Data
Presenting Research Results 220 Follow-Up and Review 220 Research on the Web 220 233 APPENDIX B: The Structure of a Country Commercial Guide Determining Secondary Information Requirements The Primary Research Process 232 Trade Publication References with Bibliographic Keywords Trade Publication References with Summaries 233 Full Text of Trade Publications 233 Statistics 233 Price Information 234 Company Registers 234 Trade Opportunities, Tenders 234 Tariffs and Trade Regulations 234 Standards 234 Shipping Information234 Others 234 201 International and Domestic Research 230 231 Directories 231 Periodic Reports, Newspapers, Magazines 200 The International Marketplace 8.1 Research in Business and Soccer 200 CX 229 Selected Organizations Analyzing People and Markets 228 229 Indexes to Literature New Parameters 202 New Environments 202 Number of Factors Involved 202 Broader Definition of Competition 226 228 U.S. Government 197 Defining the Issue 225 Endnotes 226 APPENDIX A: Information Sources for Marketing Issues 196 Recommended Readings 225 Recommended Readings European Union Questions for Discussion Explore the Globe 224 Key Terms 224 Questions for Discussion 193 221 222 219 Proactive Stimuli Reactive Stimuli 238 239 Change Agents 240 Internal Change Agents External Change Agents Going International Export 237 240 241 242 242 Export Management Companies Trading Companies 244 E-Commerce 245 243 Contents xxi
The Role of Services in the U.S. Economy The Role of Services in the World Economy Global Transformations of Services 14 346 351 Corporate Involvement in International Services Marketing 352 Terms of Sale 403 The International Marketplace 14.2 Penetrating Foreign Markets by Controlling Export Transport Terms of Payment The International Marketplace 12.2 Service Contractor Offers Sustainability in Trade Shows and Exhibitions 357 Strategic Implications of International Services Marketing 360 Key Terms 360 Questions for Discussion Explore the Globe Endnotes 13 358 Sources of Export Financing Leasing 415 Pricing Within Individual Markets 361 361 Advertising, Promotion, and Sales The Marketing Communications Process Planning Promotional Campaigns The Target Audience 367 Campaign Objectives 368 The Budget 370 Media Strategy 370 The Promotional Message 375 The Campaign Approach 377 Measurement of Advertising Effectiveness 363 364 392 Key Terms 393 Why Countertrade? 423 Types of Countertrade 423 395 Summary 379 425 Key Terms 425 Questions for Discussion 381 Explore the Globe 383 Endnotes 15 393 393 394 426 426 Recommended Readings 427 427 Global Distribution and Logistics 429 The International Marketplace 15.1 Getting the Distribution Job Done in Latin America Channel Design Recommended Readings Endnotes 423 Countertrade Channel Structure Questions for Discussion Explore the Globe 419 Transfer Pricing Use of Transfer Prices to Achieve Corporate Objectives 420 Transfer Pricing Challenges 421 The International Marketplace 13.2 Automation of the Sales Force Summary 419 Pricing
Coordination 367 381 Direct Marketing 384 Sales Promotion 385 Trade Shows and Missions 386 Public Relations 388 Internal Public Relations 388 Sponsorship Marketing 391 415 Corporate Objectives 415 Costs 416 Demand and Market Factors 417 Market Structure and Competition 418 Environmental Constraints 418 363 The International Marketplace 13.1 Global Sponsorship Personal Selling 410 413 Commercial Banks 413 Forfaiting and Factoring 414 Official Trade Finance 414 360 Other Promotional Elements 405 406 Getting Paid for Exports 408 Managing Foreign Exchange Risk 360 Recommended Readings 400 401 402 Export Pricing Strategy Export-Related Costs Services and E-Commerce 352 Services and Academia 354 Typical International Services 354 Starting to Market Services Internationally 356 Summary 397 Getting Paid for Exports Price Dynamics 398 The Setting of Export Prices 350 Data Collection Problems 350 Regulations and Service Trade Negotiations ЗУ/ The International Marketplace 14.1 Now for the Hard Part: 348 349 International Trade Problems in Services Pricing Strategies and Tactics Customers 432 Culture 432 Competition 432 Company Objectives Character 434 Capital 434 429 431 432 433 Contents xxiv Contents xxv
Cost 434 Coverage 434 Control 434 Continuity 435 Communication 435 PART 4 Channel Management 436 440 International Transportation Issues 445 446 Transportation Infrastructure 446 Availability of Modes 447 Choice of Transport Modes 448 450 Documentation 450 Assistance with International Shipments International Inventory Issues 450 Challenges of Social Media 452 454 454 455 Understand the Difference between Traditional Approaches and Social Media Communicate Your Expertise 493 Customize the Message to the Audience 494 Target a Specific Market 494 Understand Your Markets 494 Monitor Your Firm's Online Reputation 494 Manage Information about Your Company and Brands 494 456 457 457 Recommended Readings 459 459 Summary APPENDIX A: Elements of a Distributor Agreement 462 CASES 3 Equal Exchange: Doing Well by Doing Good The Bell Boeing V-22 467 íxvi Contents 491 Social Media Around the World 491 Social Media Success Strategies in International Marketing 455 Questions for Discussion Explore the Globe 458 487 489 Advertising 489 Sales 490 Public Relations 490 Promotional Activities 491 Integrating Social Media with Traditional Marketing Communications 453 Management of International Logistics Recycling and Reverse Logistics Summary 457 487 488 Social Media and International Communications Centralized Logistics Management Decentralized Logistics Management Contract Logistics 455 483 485 Send the Wrong Message 488 Resource Intensive 489 Results Are Difficult to Measure 489 Lack of Access 489 Storage Facilities 452 Outsourcing 453 Foreign TradeZones 453 Endnotes 478 The International
Marketplace 16.3 Social Media for Charity Fundraising 451 Order Cycle Time 451 Customer Service Levels 451 Inventory as a Strategic Tool 452 International Packaging Issues 477 Generate Exposure for the Firm and Its Products 485 Build Brand Equity 485 Drive Traffic to Corporate Websites 485 Link with Other Sites across the Internet 485 Leverage Social Networks 486 Generate Buzz and Spread Specific Messages Viraily 486 Generate Product Sales 486 Conduct Market Research 486 Develop Ideas for New Products and Marketing Approaches Garner Publicity from News Media 487 Improve Search Engine Rankings 487 Achieve Cost Effectiveness 487 The International Marketplace 15.3 Supply Chains after the Japanese Earthquake 445 International Storage Issues Campaigns 474 Social Networks: Key to Online Relationships Marketing Dimensions of Social Media 443 The International Shipment The International Marketplace 16.1 Volkswagen's Global Social Media The International Marketplace 16.2 Africa's Blossoming Social Media Supply Chain Management 444 The Impact of International Logistics 445 The New Dimensions of International Logistics Key Terms 474 Forms of Social Media 479 Why Do Social Media Work? 480 Creating Content via Social Media 481 442 Logistics and Security Social Networks and Engagement The Rise of Social Media Selection of Intermediaries 436 The Distributor Agreement 437 Gray Markets 439 Termination of the Channel Relationship International Logistics 473 16 The International Marketplace 15.2 Tesco: Community Promises and Local Priorities 435 E-Commerce Leadership in Globa! Marketing 465
493 493 495 Key Terms 495 Questions for Discussion Explore the Globe 495 495 Contents xxvii
Recommended Readings Endnotes Natural Resources Political and Legal 496 534 534 The International Marketplace 18.2 Counterfeiting and Software Piracy 497 The Marketer of the Future—Strategic Efforts 17 Leadership, Corporate Social Responsibility, and Sustainability The Balance between Global and Local Innovation 537 Collaborative Partnerships 538 499 The International Marketplace 17.1 Executive Compensation and Aristotelian Philosophy 499 Leadership Recognizing Marketing Challenges and Dilemmas The Increased Role of Government 503 Trust 503 The Leadership Challenge 507 Connecting with the World's Customers Technology-Based Marketing Research 501 Summary Corporate Social Responsibility 509 Marketing 509 511 Self-Employment 515 516 Sustainable Consumers 518 Greenwashing 519 Growing Importance to Marketing Summary 523 Key Terms 523 18 557 520 COMPANY INDEX 579 585 522 522 523 524 Recommended Readings Endnotes 551 GLOSSARY 561 NAME INDEX 571 SUBJECT INDEX Questions for Discussion Explore the Globe 547 Thai Food in Europe 521 Truthfulness 522 Simplicity 522 Expanded Participation Personal Responsibility 546 547 Endnotes 549 CASES 4 African Producers in the Cut Flower and Foliage Trade The International Marketplace 17.4 "Can a War on Carbon Be Good Business?" 517 Curative Marketing 546 Opportunities for Women in Global Firms 515 A Sustainable Future? Sustainable Practices 543 Further Training 546 Employment with a Large Firm 546 Employment with a Small or Medium-Sized Firm 513 513 Sustainability 540 541 Endnotes 544 APPENDIX A: Finding Your Calling: Jobs and Careers in
International The International Marketplace 17.3 "And the Award Goes to.512 Strategic Focus CSR Reporting 539 542 Explore the Globe 542 Recommended Readings 509 What Is the Responsibility of Business? Defining Corporate Social Responsibility 536 542 Key Terms 542 Questions for Discussion The International Marketplace 17.2 For Unilever, Smarter Planet Is Smart Business 508 Aligning Strategy, Products, and Societal Interests 536 The International Marketplace 18.3 "The Body Shop” 501 535 525 525 New Directions and Challenges 528 The International Marketplace 18.1 Marketable Global Business School Models 528 International Marketing Drivers Demographics 530 Technology 531 Culture 532 Economic Development 530 533 Contents xxviii Contents xxix
CONTENTS PREFACE ACKNOWLEDGMENTS ABOUT THE AUTHORS PART 1 iv viii xi The International Marketing Environment 1 1 2 Global Environmental Drivers The International Marketplace 1.1 Global Trends Impose New Strategic Marketing Requirements 2 International Marketing Defined 4 The International Marketplace 1.2 Environment and Sustainability: A Global Challenge for Ideas 5 The Importance of World Trade 6 The International Marketplace 1.3 New Sources for Outsourcing Domestic Policy Repercussions 7 9 Opportunities and Challenges in International Marketing 11 The International Marketplace 1.4 Emerging Consumers Bring a Smile to Coca-Cola and Consumer Goods Companies 12 The Goals of This Book 13 Summary 15 Key Terms 15 Questions for Discussion 16 Explore the Globe 16 Recommended Readings 16 Endnotes 17 APPENDIX A: A Brief Review of Marketing 18 Strategic Marketing 19 Target Market Selection Marketing Management The Marketing Process Key Terms 21 Endnotes 21 19 20 20
APPENDIX В: Geographical Perspectives on International Marketing Location Place 22 23 Natural Features 23 Human Features 24 Interaction 24 Movement 25 Region 27 27 Key Terms End note 2 22 27 International Trade Frameworks and Policy 28 The International Marketplace 2.1 A Trade Negotiator's Glossary: What They Said and What They Really Meant 28 29 The Historical Dimension The International Marketplace 2.2 The Modern-Day Pirate 29 31 Global Division Transnational Institutions Affecting World Trade 32 32 World Trade Organization The International Marketplace 2.3 Does the WTO Still Contribute to World Trade? 33 International Monetary Fund 34 35 World Bank Regional Institutions 36 37 Trade Positions Compared A Diagnosis of the U.S. Trade Position 37 The Impact of Trade and Investment The Effect of Trade 40 40 The Effect of International Investment Policy Responses to Trade Problems Restrictions of Imports 40 41 41 45 Export Promotion Efforts A Strategic Outlook for Trade and Investment Policies A U.S. Perspective 46 46 An International Perspective 47 The International Marketplace 2.4 The Trade Reality of E-Commerce Summary 49 Key Terms 49 Questions for Discussion Explore the Globe 3 50 50 Recommended Readings Endnotes 50 51 The Role of Culture The International Marketplace 3.1 IMAX Broadens Presence Culture Defined 52 52 54 The International Marketplace 3.2 Singles' Day, a Global Shopping Festival 48 56
The Elements of Culture 57 Language 57 Nonverbal Language 59 Religion 60 Valuesand Attitudes 62 Manners and Customs 63 Material Elements 64 Aesthetics 65 Education 65 Social Institutions 65 The International Marketplace 3.3 Global SEM: A Story in Three Acts Sources of Cultural Knowledge 67 Cultural Analysis 68 The Training Challenge 71 Making Culture Work for Marketing Success 73 Embrace Local Culture 73 Build Relationships 73 The International Marketplace 3.4 Cultural Awareness Online 74 Help Employees Understand You 75 Adapt Products and Processes to Local Markets 75 Coordinate by Region 75 Summary 76 Key Terms 76 Questions for Discussion Explore the Globe 77 Recommended Readings Endnotes 78 4 66 76 77 The Economic Environment 80 The International Marketplace 4.1 Global Middle-Class Market Market Characteristics 83 80 Population 83 Infrastructure 89 Impact of the Economic Environment on Social Development 91 Regional Economic Integration 94 European Integration 94 The North American Free Trade Agreement and USMCA 96 The International Marketplace 4.2 Retail Markets in Mexico 97 Integration in Latin America 98 Integration in Asia 100 Integration in Africa and the Middle East 101 The International Marketplace 4.3 The Gulf Economies Are Linked East and West 102 Emerging Markets 103 Adjust Entry Strategy 104 Manage Affordability 107 Invest in Distribution 108 Build Strong Brands 108 Contents xvii
Developing Markets 108 Research 108 Create Buying Power 109 Taiior Local Solutions 109 Improve Access 109 Shape Aspirations 109 110 Challenges to Economic Integration Summary 110 Key Terms 111 111 Questions for Discussion Explore the Globe 112 Recommended Readings 113 Endnotes 5 113 The Political and Legal Environment 116 The International Marketplace 5.1 Of Course I'm a Principal Player" 116 Home-Country Political and Legal Environment Embargoes and Sanctions 118 Export Controls 119 A New Environment for Export Controls 118 121 The International Marketplace 5.2 Export Controls Import Controls 123 Regulation of International Business Behavior 124 Host-Country Political and Legal Environment Political Action and Risk 122 125 125 The International Marketplace 5.3 Baidu, Not Google, Is Keyword for Search in China 126 Legal Differences and Restraints 129 The international Marketplace 5.4 The Archbishop and the Law Influencing Politics and Laws 131 International Relationships International Politics International Law Ethical Issues 133 133 133 134 Corporate Governance and Responsibility 134 The International Marketplace 5.5 Does Pollution Matter? Intellectual Property Bribery and Corruption Summary 141 Key Terms 141 Questions for Discussion Explore the Globe 136 137 138 142 142 Recommended Readings 143 Endnotes 143 CASES 1 Exporting Handcrafted Goods from Indonesia Super Foods: Camu Camu in Peru Contents 147 145 130
PART 2 151 Finding Global Customers б Consumer, Industrial, and Government Markets 152 The International Marketplace 6.1 Apple Targets Global Consumers Drivers of the Global Consumer The Global Consumer 154 Influences on the Global Consumer Economic Status 156 156 The International Marketplace 6.2 Rise of the Global Middle Class Technology Level 158 Personal Motives 159 157 The International Marketplace 6.3 China's Huge Consumer Market Culture 159 160 Social Factors 161 162 Situational Factors Country-of-Origin Effects The Industrial Buyer 162 163 Influences on the Global Industrial Buyer Culture 152 154 164 164 165 Stage of Economic Development The International Marketplace 6.4 Global Consumerism 166 and Sustainability National Situational Factors 166 The Government Buyer 167 Marketing to Global Consumers 168 168 Targeting Global Customers Country-of-Origin Challenges 169 Global Customer Relationship Management Selling to Governments Summary 172 Key Terms 173 Questions for Discussion Explore the Globe 173 173 Recommended Readings Endnotes 7 170 171 174 174 Strategic Planning 176 The International Marketplace 7.1 Powering Growth in Emerging Markets Global Marketing 176 177 Globalization Drivers Cost Factors 178 178 Market Factors 178 Environmental Factors Competitive Factors 179 180 The International Marketplace 7.2 Born Globals and Social Entrepreneurs The Outcome 180 181 Contents xix
182 The Strategic Planning Process Understanding and Adjusting the Core Strategy Formulating Global Marketing Strategy 184 183 The International Marketplace 7.3 Consumer Confidence and COVID-19 189 189 Developing the Global Marketing Program Implementing Global Marketing 190 The Local Company in the Global Environment 193 The International Marketplace 7.4 Emerging-Market Growth War Pits Global Brand Giants against Local Rivals 195 Summary 196 Key Terms 196 Questions for Discussion Explore the Globe 196 Recommended Readings Endnotes 8 196 197 197 200 Analyzing People and Markets The International Marketplace 8.1 Research in Business and Soccer 200 Defining the Issue 201 International and Domestic Research New Parameters 202 New Environments 202 Number of Factors Involved 202 Broader Definition of Competition 201 202 202 Recognizing the Need for Research The Benefits of Research 203 204 Determining Research Objectives Going International: Exporting Going International: Importing 204 205 Determining Secondary Information Requirements Sources of Data 206 Evaluating Data 208 Analyzing and Interpreting Secondary Data The Primary Research Process 206 208 209 Determining Information Requirements 209 Industrial versus Consumer Research 210 Determining Research Administration 210 Determining the Research Technique 211 The International Marketplace 8.2 Excellence in International Research 214 Designing the Survey Questionnaire 217 Developing the Sampling Plan 218 The International Marketplace 8.3 Check Your Translations! Data Collection 219 Analyzing and Interpreting Primary Data
Presenting Research Results 220 Follow-Up and Review 220 Research on the Web 220 219 219
The International Information System Summary 224 Key Terms 224 225 Questions for Discussion 225 Explore the Globe Recommended Readings Endnotes 221 222 Environmental Scanning Delphi Studies 222 Scenario Building 223 226 226 APPENDIX A: Information Sources for Marketing Issues 228 European Union United Nations 228 229 U.S. Government 229 Selected Organizations Indexes to Literature 230 231 231 Directories Periodic Reports, Newspapers, Magazines Selected Trade Databases 232 233 Trade Publication References with Bibliographic Keywords Trade Publication References with Summaries 233 Full Text of Trade Publications 233 Statistics 233 Price Information 234 Company Registers 234 Trade Opportunities, Tenders 234 Tariffs and Trade Regulations 234 Standards 234 Shipping Information234 Others 234 233 APPENDIX B: The Structure of a Country Commercial Guide 235 Doing Business in China Table of Contents 9 235 235 The U.S. Commercial Service 235 Market Entry and Expansion 236 The International Marketplace 9.1 Product Innovation May Come Mainly from China 236 Stimuli to Internationalize Proactive Stimuli Reactive Stimuli 238 239 Change Agents 240 Internal Change Agents External Change Agents Going International Export 237 240 241 242 242 Export Management Companies Trading Companies. 244 E-Commerce 245 243 Contents xxi
Licensing and Franchising Licensing 246 246 The International Marketplace 9.2 The Emergence of Ready to DrinkTea Franchising 249 Foreign Direct Investment 250 Major Foreign Investors 250 Reasons for Foreign Direct Investment A Perspective on Foreign Direct Investors Types of Ownership 254 246 252 253 The International Marketplace 9.3 Foreign Direct Investments in Vietnam: The Good and the Bad 255 Advantages of Joint Ventures Summary 258 Key Terms 259 256 259 Questions for Discussion Explore the Globe 259 Recommended Readings Endnotes 10 260 260 Marketing Organization, Implementation, and Control The International Marketplace 10.1 Touch and Improve People's Everyday Lives 262 263 Organizational Structure Organizational Designs 264 Evolution of Organizational Structures 271 The International Marketplace 10.2 Beyond the Matrix Locus of Decision Making 273 Factors Affecting Structure and Decision Making The Networked Global Organization 275 Promoting Global Internal Cooperation 277 The Role of Country Organizations 279 Control 272 273 Implementation 275 281 Types of Controls 281 The International Marketplace 10.3 Corporate Acculturation Summary 286 Key Terms 287 287 Questions for Discussion Explore the Globe 287 Recommended Readings Endnotes 284 289 289 CASES 2 Chopsticks from America: A Historic Assessment La Casa de Las Botas 294 291 262
PART З 301 The Global Marketing Mix 11 Product Management and Global Brands 302 The International Marketplace 11.1 Are Global Brands the Way to Go? Product Variables 302 304 305 Standardization versus Adaptation Factors Affecting Adaptation 305 The Market Environment 306 Government Regulations 306 Nontariff Barriers 307 Customer Characteristics, Expectations, and Preferences Economic Development 309 Competitive Offerings 311 Climate and Geography 311 Product Characteristics 308 311 Product Constituents and Content Branding 312 Packaging 312 311 The International Marketplace 11.2 When There Is More to a Name 313 Appearance 314 Method of Operation or Usage 314 Quality 315 Service 315 Country-of-Origin Effects 315 316 Company Considerations Global Product Development 316 The Product Development Process 317 The Location of R D Activities 319 The Organization of Global Product Development The Testing of New Product Concepts 322 The Global Product Launch 322 Managing the Brand Portfolio Brand Strategy Decisions Private Brand Policies 333 Key Terms 334 Questions for Discussion Explore the Globe 12 331 334 334 Recommended Readings Endnotes 323 324 330 Product Counterfeiting Summary 320 336 336 Global Marketing of Services 339 The International Marketplace 12.1 Marketing "The Cloud": Computing as a Service 339 Differences between Services and Goods Linkage between Services and Goods Stand-Alone Services 341 340 341 Contents xxiii
The Role of Services in the U.S. Economy 346 The Role of Services in the World Economy Global Transformations of Services 348 349 350 International Trade Problems in Services Data Collection Problems 350 Regulations and Service Trade Negotiations 351 Corporate Involvement in International Services Marketing 352 Services and E-Commerce 352 Services and Academia 354 Typical International Services 354 Starting to Market Services Internationally 356 The International Marketplace 12.2 Service Contractor Offers Sustainability in Trade Shows and Exhibitions 357 Strategic Implications of International Services Marketing Summary 360 Key Terms 360 Questions for Discussion Explore the Globe 360 360 361 Recommended Readings End notes 13 358 361 Advertising, Promotion, and Sales 363 The International Marketplace 13.1 Global Sponsorship The Marketing Communications Process 367 Planning Promotional Campaigns The Target Audience 367 Campaign Objectives 368 The Budget 370 Media Strategy 370 The Promotional Message 375 The Campaign Approach 377 Measurement of Advertising Effectiveness 379 381 Other Promotional Elements Personal Selling 363 364 381 The International Marketplace 13.2 Automation of the Sales Force Direct Marketing 384 Sales Promotion 385 Trade Shows and Missions 386 Public Relations 388 Internal Public Relations 388 Sponsorship Marketing 391 Summary 392 Key Terms 393 Questions for Discussion Explore the Globe 393 Recommended Readings Endnotes v Contents 395 393 394 383
14 Pricing Strategies and Tactics 397 The International Marketplace 14.1 Now for the Hard Part: Getting Paid for Exports 397 Price Dynamics 398 The Setting of Export Prices Terms of Sale 400 401 402 Export Pricing Strategy Export-Related Costs 403 The International Marketplace 14.2 Penetrating Foreign Markets by Controlling Export Transport 405 Terms of Payment 406 Getting Paid for Exports 408 Managing Foreign Exchange Risk Sources of Export Financing 410 413 Commercial Banks 413 Forfaiting and Factoring 414 Official Trade Finance 414 Leasing 415 Pricing Within Individual Markets 415 Corporate Objectives 415 Costs 416 Demand and Market Factors 417 Market Structure and Competition 418 Environmental Constraints 418 Pricing Coordination Transfer Pricing 419 419 Use of Transfer Prices to Achieve Corporate Objectives 420 Transfer Pricing Challenges 421 423 Countertrade Why Countertrade? Types of Countertrade Summary 425 Key Terms 425 423 423 Questions for Discussion Explore the Globe Recommended Readings Endnotes 15 426 426 427 427 Global Distribution and Logistics 429 The International Marketplace 15.1 Getting the Distribution Job Done in Latin America 429 Channel Structure Channel Design Customers 432 Culture 432 Competition 432 Company Objectives Character 434 Capital 434 431 432 433 Contents XXV
Cost 434 Coverage 434 Control 434 Continuity 435 Communication 435 The International Marketplace 15.2 Tesco: Community Promises and Local Priorities 435 Channel Management 436 Selection of Intermediaries 436 The Distributor Agreement 437 Gray Markets 439 Termination of the Channel Relationship E-Commerce 440 442 International Logistics 443 Supply Chain Management 444 The Impact of International Logistics 445 The New Dimensions of International Logistics 445 The International Marketplace 15.3 Supply Chains after the Japanese Earthquake 445 International Transportation Issues 446 Transportation Infrastructure 446 Availability of Modes 447 Choice of Transport Modes 448 The International Shipment 450 Documentation 450 Assistance with International Shipments International Inventory Issues 450 451 Order Cycle Time 451 Customer Service Levels 451 Inventory as a Strategic Tool 452 International Storage Issues 452 Storage Facilities 452 Outsourcing 453 Foreign Trade Zones 453 International Packaging Issues 453 Management of International Logistics 454 Centralized Logistics Management 454 Decentralized Logistics Management 455 Contract Logistics 455 Logistics and Security 455 Recycling and Reverse Logistics Summary 457 Key Terms 457 Questions for Discussion Explore the Globe 457 458 Recommended Readings Endnotes 456 459 459 APPENDIX A: Elements of a Distributor Agreement 462 CASES 3 Equal Exchange: Doing Well by Doing Good The Bell Boeing V-22 xxvi Contents 467 465
PART 4 473 Leadership in Global Marketing 16 Social Networks and Engagement 474 The International Marketplace 16.1 Volkswagen's Global Social Media Campaigns 474 Social Networks: Key to Online Relationships The Rise of Social Media 477 478 Forms of Sodai Media 479 Why Do Sodai Media Work? 480 Creating Content via Sodai Media 481 The International Marketplace 16.2 Africa's Blossoming Social Media Marketing Dimensions of Social Media 483 485 Generate Exposure for the Firm and Its Products 485 Build Brand Equity 485 Drive Traffic to Corporate Websites 485 Link with Other Sites across the Internet 485 Leverage Social Networks 486 Generate Buzz and Spread Specific Messages Virally 486 Generate Product Sales 486 Conduct Market Research 486 Develop Ideas for New Products and Marketing Approaches Garner Publicity from News Media 487 Improve Search Engine Rankings 487 Achieve Cost Effectiveness 487 487 The International Marketplace 16.3 Social Media for Charity Fundraising Challenges of Social Media 487 488 Sendthe Wrong Message 488 Resource Intensive 489 Results Are Difficult to Measure 489 Lack of Access 489 Social Media and International Communications 489 Advertising 489 Sales 490 Public Relations 490 Promotional Activities 491 Integrating Social Media with Traditional Marketing Communications Social Media Around the World 491 491 Social Media Success Strategies in International Marketing Understand the Difference between Traditional Approaches and Social Media Communicate Your Expertise 493 Customize the Message to the Audience 494 Target a Specific Market 494 Understand Your
Markets 494 Monitor Your Firm's Online Reputation 494 Manage Information about Your Company and Brands 494 Summary 495 Key Terms 495 Questions for Discussion Explore the Globe 493 493 495 495 Contents xxvii
496 Recommended Readings Endnotes 17 497 Leadership, Corporate Social Responsibility, and Sustainability 499 The International Marketplace 17.1 Executive Compensation and Aristotelian Philosophy 499 Leadership 501 Recognizing Marketing Challenges and Dilemmas The Increased Role of Government 503 Trust 503 The Leadership Challenge 507 501 The International Marketplace 17.2 For Unilever, Smarter Planet Is Smart Business 508 Aligning Strategy, Products, and Societal Interests Corporate Social Responsibility 509 509 What Is the Responsibility of Business? Defining Corporate Social Responsibility 509 511 The International Marketplace 17.3 "And the Award Goes to." Strategic Focus CSR Reporting 513 513 Sustainability 515 A Sustainable Future? Sustainable Practices 512 515 516 The International Marketplace 17.4 "Can a War on Carbon Be Good Business?" 517 Sustainable Consumers 518 Greenwashing 519 Growing Importance to Marketing Curative Marketing Truthfulness 522 Simplicity 522 Expanded Participation Personal Responsibility Summary 523 Key Terms 523 522 522 Questions for Discussion Explore the Globe 523 524 525 Recommended Readings Endnotes 18 520 521 525 New Directions and Challenges The International Marketplace 18.1 Marketable Global Business School Models 528 International Marketing Drivers Demographics 530 Technology 531 Culture 532 Economic Development iii Contents 533 530 528
Natural Resources Political and Legal 534 534 The International Marketplace 18.2 Counterfeiting and Software Piracy The Balance between Global and Local Innovation 537 Collaborative Partnerships 538 536 The International Marketplace 18.3 "The Body Shop" Connecting with the World's Customers Technology-Based Marketing Research Summary 542 Key Terms 542 539 540 541 542 Questions for Discussion 542 Explore the Globe Recommended Readings Endnotes 535 536 The Marketer of the Future—Strategic Efforts 543 544 APPENDIX A: Finding Your Calling: Jobs and Careers in International Marketing 546 Further Training 546 Employment with a Large Firm 546 Employment with a Small or Medium-Sized Firm Opportunities for Women in Global Firms 547 Self-Employment Endnotes 546 547 549 CASES 4 African Producers in the Cut Flower and Foliage Trade Thai Food in Europe GLOSSARY 551 557 561 NAME INDEX COMPANY INDEX SUBJECT INDEX 571 579 585 Contents xxix |
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| author | Czinkota, Michael R. 1951- Ronkainen, Ilkka A. Cui, Annie Peng |
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| author_facet | Czinkota, Michael R. 1951- Ronkainen, Ilkka A. Cui, Annie Peng |
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| discipline | Wirtschaftswissenschaften |
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| edition | 11e |
| format | Book |
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| spelling | Czinkota, Michael R. 1951- Verfasser (DE-588)170023923 aut International marketing Michael R. Czinkota, Ilkka A. Ronkainen, Annie Peng Cui 11e Boston, MA Cengage [2023] xxix, 604 Seiten Illustrationen, Diagramme, Karten txt rdacontent n rdamedia nc rdacarrier Previous edition: 2013 Export marketing Export marketing fast Ronkainen, Ilkka A. Verfasser (DE-588)170329631 aut Cui, Annie Peng Verfasser (DE-588)1203222041 aut Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033093159&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033093159&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Czinkota, Michael R. 1951- Ronkainen, Ilkka A. Cui, Annie Peng International marketing Export marketing Export marketing fast |
| title | International marketing |
| title_auth | International marketing |
| title_exact_search | International marketing |
| title_exact_search_txtP | International marketing |
| title_full | International marketing Michael R. Czinkota, Ilkka A. Ronkainen, Annie Peng Cui |
| title_fullStr | International marketing Michael R. Czinkota, Ilkka A. Ronkainen, Annie Peng Cui |
| title_full_unstemmed | International marketing Michael R. Czinkota, Ilkka A. Ronkainen, Annie Peng Cui |
| title_short | International marketing |
| title_sort | international marketing |
| topic | Export marketing Export marketing fast |
| topic_facet | Export marketing |
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