The honourable customer: marketing and selling to the Japanese in the 1990s
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | Undetermined |
| Published: |
London
Pitman
1990
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XX, 204 S. |
| ISBN: | 0273033719 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Q CONTENTS
Acknowledgements ix
Introduction xi
Part 1 THE BUSINESS ENVIRONMENT
AND JAPANESE BUYERS 1
1 Japanese customers and the third economic miracle 2
The first economic miracle 2
The second economic miracle 3
The third economic miracle 4
Today s Japan: the open market 6
The world s premier new product laboratory 8
2 The Japanese way of selling, buying, marketing
and negotiating 11
Buyers can be arrogant 12
The sales representative and the Japanese 16
The marketing concept in Japan 18
Challenges for the Western seller 21
Case study 2 1: Relationships with Japanese
customers and suppliers 22
Part 2 FACTORS FOR SUCCESS OR FAILURE
IN SELLING TO THE JAPANESE 27
3 Success and failure in Japan 28
The quality of the pioneer manager 30
Parent company attitudes to the Japan operation 33
Niche oriented marketing strategies 34
Means of understanding and adapting to Japan 34
The lessons from failure 35
Success and failure in exporting to the Japanese 37
Keys to success 41
The challenges of personal relationships in Japan 42
The limitations of good advice 43
Case study 3 1: Breakthrough in Japan: DCE s
experience 47
Case study 3 2: The Chateau case 52
Case study 3 3: Candy gone stale 58
Appendix 3.1: What advice would you give to
a foreign company setting up a Japan operation
similar to your own? 59
Part 3 UNDERSTANDING JAPANESE
CUSTOMERS IN JAPAN 67
4 Strategies for Japan market entry 68
The confident entrant 68
The hesitant entrant 69
Japan is worth the effort 70
Market entry decisions 72
The search for a partner 73
Entry strategies: corporate and marketing issues 75
Entry negotiations and human relationships 79
Japanese ideas of good human relations 81
Case study 4 1: A new type of Japanese
partner for foreign companies 82
Case study 4 2: The wheelchair joint venture 84
5 Developing products for the Japanese market 87
The search for new products 88
Successful adaptation of foreign products 89
Should every product be adapted? 90
Why do foreign products fail in Japan? 91
Other dimensions of difference 93
Space and reductionism in Japan 93
Case study 5 1: Eels from Taiwan 96
Case study 5 2: Lego in Japan 98
Case study 5 3: Doing what you do best: the
Unilever success story 99
Case study 5—4: How Unilever s global
competitors have fared in Japan 100
Case study 5 5: Waiting for a taco break 102
6 Distribution strategies for Japan 106
Distribution channels 106
Changes in the 1980s 108
Choosing your distributor 109
Some special characteristics of distribution in
Japan 110
Case study 6 1: Reebok in Japan 116
Case study 6 2: Sony Prudential Life Insurance 117
Case study 6 3: . How Wella dealt with
Japanese distributors 118
7 Communicating with Japanese customers 125
Reserved introverts demand a different approach 125
The customer really is king 127
Style and manners make the man 127
Mood advertising and the vocabulary of
manners 129
Humour in Japanese advertising by Roger S.
March 132
Advertising appeals in Japan 134
Some criticisms of advertising in Japan 135
8 Consumer behaviour and market segmentation 136
Oh, to be fashionable and rich! 139
Tradition in a new era 141
The new logic of Japan s new generations 142
Other recent findings 145
The segmentation of some Japanese markets 146
Comparison of the three lifestyle studies 147
Japanese market segments related to food 148
Lifestyles of Japanese teenagers 149
Conclusions 150
Part 4 DOING BUSINESS WITH
THE JAPANESE ABROAD 151
9 Japanese customers abroad 152
Japanese perceptions of the foreign environment 155
Japanese remoteness from their host country 159
Examples of Japanese joint ventures abroad 159
Case study 9 1: Buying Hot Sails for Japan 160
Case study 9 2: Tolerating each other 163
10 Developing foreign staff to handle Japanese
customers abroad 165
The right service philosophy 165
The right staff 170
Being of service—the Japanese way 171
Preparing for Japanese customers 174
Managing and training frontline staff abroad 178
Test your negotiating skills 179
Conclusion 184
The problems within 189
Bibliography 191
Index 197
|
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| illustrated | Not Illustrated |
| indexdate | 2024-07-09T16:12:33Z |
| institution | BVB |
| isbn | 0273033719 |
| language | Undetermined |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-002731773 |
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| physical | XX, 204 S. |
| publishDate | 1990 |
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| spelling | March, Robert M. Verfasser aut The honourable customer marketing and selling to the Japanese in the 1990s Robert M. March 1. publ. London Pitman 1990 XX, 204 S. txt rdacontent n rdamedia nc rdacarrier Export marketing Great Britain Export marketing Japan Markterschließung (DE-588)4114519-7 gnd rswk-swf Großbritannien Japan (DE-588)4028495-5 gnd rswk-swf Japan (DE-588)4028495-5 g Markterschließung (DE-588)4114519-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002731773&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | March, Robert M. The honourable customer marketing and selling to the Japanese in the 1990s Export marketing Great Britain Export marketing Japan Markterschließung (DE-588)4114519-7 gnd |
| subject_GND | (DE-588)4114519-7 (DE-588)4028495-5 |
| title | The honourable customer marketing and selling to the Japanese in the 1990s |
| title_auth | The honourable customer marketing and selling to the Japanese in the 1990s |
| title_exact_search | The honourable customer marketing and selling to the Japanese in the 1990s |
| title_full | The honourable customer marketing and selling to the Japanese in the 1990s Robert M. March |
| title_fullStr | The honourable customer marketing and selling to the Japanese in the 1990s Robert M. March |
| title_full_unstemmed | The honourable customer marketing and selling to the Japanese in the 1990s Robert M. March |
| title_short | The honourable customer |
| title_sort | the honourable customer marketing and selling to the japanese in the 1990s |
| title_sub | marketing and selling to the Japanese in the 1990s |
| topic | Export marketing Great Britain Export marketing Japan Markterschließung (DE-588)4114519-7 gnd |
| topic_facet | Export marketing Great Britain Export marketing Japan Markterschließung Großbritannien Japan |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002731773&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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