Verfügbarkeit: International marketing

International marketing:

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Bibliographische Detailangaben
1. Verfasser:	Cateora, Philip R. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Homewood, Ill. u.a. Irwin 1990
Ausgabe:	7. ed.
Schriftenreihe:	The Irwin series in marketing
Schlagworte:	Entreprises multinationales Marchés d'exportation Multinationales Unternehmen Export marketing International business enterprises Marketing Internationales Marketing Lehrbuch
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXIII, 870 S. Ill., graph. Darst.
ISBN:	0256079536 0256083975

Internformat

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Datensatz im Suchindex

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adam_text	Brief Contents PARTI An Overview 1 THE SCOPE AND CHALLENGE OF INTERNATIONAL MARKETING 3 2 GLOBAL BUSINESS ENVIRONMENT 30 PART II The Cultural Environment of Global Marketing 3 CULTURAL DYNAMICS IN ASSESSING GLOBAL MARKETS 66 4 BUSINESS CUSTOMS AND PRACTICES IN GLOBAL MARKETING 99 5 POLITICAL ENVIRONMENT—A SPECIAL PROBLEM 143 6 THE INTERNATIONAL LEGAL ENVIRONMENT 179 7 GEOGRAPHY AND HISTORY—THE FOUNDATION OF CULTURAL UNDERSTANDING 209 8 MULTINATIONAL MARKET GROUPS 244 9 DEVELOPING MARKETS AND MARKET BEHAVIOR 287 xiii xiv Brief Contents PART III Global Marketing Management GLOBAL MARKETING MANAGEMENT—PLANNING AND ORGANIZATION 328 RESEARCHING GLOBAL MARKETS 367 DEVELOPING CONSUMER PRODUCTS FOR GLOBAL MARKETS 401 MARKETING INDUSTRIAL PRODUCTS AND BUSINESS SERVICES 430 THE GLOBAL ADVERTISING AND PROMOTION EFFORT 459 PERSONAL SELLING AND PERSONNEL MANAGEMENT 496 PRICING FOR GLOBAL MARKETS 528 THE INTERNATIONAL DISTRIBUTION SYSTEM 570 EXPORT TRADE MECHANICS AND LOGISTICS 621 PART IV Corporate Contest of Marketing FINANCIAL REQUIREMENT FOR GLOBAL MARKETING 656 COORDINATING AND CONTROLLING GLOBAL MARKETING OPERATIONS 687 Appendix: The Country Notebook—A Guide for Developing a Marketing Plan 711 PART V CASES 723 Bibliography 839 Index 853 PARTI An Overview 1 THE SCOPE AND CHALLENGE OF INTERNATIONAL MARKETING 3 The Internationalization of U.S. Business 4 International Marketing Defined 9 The International Marketing Task 10 Marketing Controllables 11 Domestic Uncontrollables 11 Foreign Uncontrollables 12 Environmental Adjustment Needed 15 Self Reference Criterion: An Obstacle 17 Becoming International 19 Phases of International Marketing Inwlvement 19 Changes in International Orientation 21 International Marketing Concepts 21 Global Markets 26 Orientation of International Marketing 28 2 GLOBAL BUSINESS ENVIRONMENT 30 The 20th Century 31 World Trade and U.S. Multinationals 33 Balance of Payments 39 Current Account 41 Balance of Trade 41 The Omnibus Trade and Competitiveness Act of 1988 44 Protectionism 46 Protection Logic and lllogic 47 Trade Barriers 49 Market Barriers 58 Easing Trade Restrictions 59 General Agreement on Tariffs and Trade 60 XV xvi Contents International Monetary Fund 61 Summary 63 PART II The Cultural Environment of Global Marketing 3 CULTURAL DYNAMICS IN ASSESSING GLOBAL MARKETS 66 Cultural Knowledge 69 Factual Knowledge 69 Interpretative Knowledge 70 Cultural Sensitivity and Tolerance 70 Culture and Its Elements 72 Elements of Culture 73 Analysis of Elements 81 Cultural Change 83 Cultural Borrowing 85 Similarities: An Illusion 86 Resistance to Change 88 Planned Cultural Change 93 Consequences of an Innovation 95 Summary 96 4 BUSINESS CUSTOMS AND PRACTICES IN GLOBAL MARKETING 99 Required Adaptation 100 Degree of Adaptation 101 Imperatives, Adiaphora, and Exclusives 103 Relationship between Culture and Business Customs 105 Modes of Doing Business 107 Sources and Level of Authority 107 Management Objectives and Aspirations 111 Communications Emphasis 114 Negotiation Emphasis 123 Business Ethics 127 Bribery—Variations on a Theme 130 Summary 132 5 POLITICAL ENVIRONMENT— A SPECIAL PROBLEM 143 Government and Political Party Systems 144 Types of Government 144 Political Parties 145 Knowledge of Party Philosophy 147 The Permanency of Government Policy 148 Nationalism 149 Confiscation, Expropriation, Domestication, and Other Risks 152 Confiscation and Expropriation 153 Domestication 156 Economic Risks 157 Political Sanctions 160 Encouraging Foreign Investment 162 Foreign Governments 162 U.S. Government 162 Market Concession and Foreign Investment 164 Assessing Political Vulnerability 166 Politically Sensitive Products 167 Forecasting Political Risk 168 Reducing Political Vulnerability 170 Good Corporate Citizenship 170 Strategies to Lessen Political Risk 171 Planned Domestication: An Alternative 173 Political Payoffs 174 Managing External Affairs 175 Summary 177 6 THE INTERNATIONAL LEGAL ENVIRONMENT 179 Bases for Legal Systems 180 Islamic and Socialist Law 181 Common and Code Law 182 Jurisdiction in International Legal Disputes 185 Legal Recourse in Resolving International Disputes 187 Problems with Litigation 187 Arbitration 188 Enforcement of Arbitration Clauses 190 Protection of Intellectual Property Rights—A Special Problem 191 Inadequate Protection 191 Prior Use versus Registration 194 International Conventions 194 Commercial Law within Countries 196 Marketing Laws 196 Antitrust—An Evolving Issue 198 U.S. Laws Apply in Host Countries 199 Foreign Corrupt Practices Act 200 National Security Laws 201 U.S. Antitrust Laws 203 Extraterritoriality of U.S. Laws 205 Summary 206 7 GEOGRAPHY AND HISTORY —THE FOUNDATION OF CULTURAL UNDERSTANDING 209 Geography and Global Markets 209 Climate and Topography 210 Resources 216 World Population Trends 219 Contents xvii World Trade Routes 229 Historical Perspective in Global Business 231 History and Contemporary Behavior 231 History Is Subjective 235 Summary 242 8 MULTINATIONAL MARKET GROUPS 244 La Raison d Etre 246 Economic Factors 246 Political Factors 248 Geographic Proximity 248 Social Factors 248 Patterns of Multinational Cooperation 249 Regional Cooperation Groups 249 Free Trade Area 250 Full Customs Union 251 Common Market 252 Political Union 253 Multinational Market Groups Today 255 Europe 1992 255 The Americas 263 United States—Canada Free Trade Area 263 Latin America Economic Cooperation 265 Africa 268 Middle East 271 Asia 272 Future Multinational Market Groups? 273 Strategic Implications for Marketing 275 Opportunities 276 Market Barriers 280 Competition 283 Marketing Mix Implications 283 Summary 284 icviit Contents 9 DEVELOPING MARKETS AND MARKET BEHAVIOR 287 Marketing and Economic Development 288 Stages of Economic Development 290 Infrastructure and Development 294 Objectives of Developing Countries 296 Marketing s Contribution Neglected 299 Marketing in a Developing Country 303 Level of Marketing Development 303 Influence of Import Orientation 306 Demand in a Less Developed Country 309 Less Developed Countries and Long Range Potential 311 Socialist Countries—A Special Case 311 China and Russia—Departing from Strict Socialism 312 Estimating Demand 317 Communications Process 318 Shortages of Convertible Currency 319 Changing Market Behavior and Potential 321 Summary 325 PART III Global Marketing Management 10 GLOBAL MARKETING MANAGEMENT PLANNING AND ORGANIZATION 328 Global Marketing Management 330 Global versus International Marketing Management 330 Benefits of a Global Orientation 333 Strategic Planning 336 Company Objectives and Resources 337 International Commitment 337 Alternative Market Entry Strategies 338 Exporting 340 Licensing 340 Franchising 342 Joint Ventures 343 ! Consortia 347 Manufacturing 349 Management Contract 350 The Planning Process 350 Organizational Strategy 358 Structural Basis 359 Locus of Decision 362 Centralized versus Decentralized Organizations 362 Summary 364 11 RESEARCHING GLOBAL MARKETS 367 Breadth and Scope of International Marketing Research 368 The Research Process 371 Defining the Problem and Establishing Research Objectives 371 Problems of the Availability and Use of Secondary Data 372 Sources of Secondary Data 377 Problems of Gathering Primary Data 382 Unwillingness to Respond 382 Sampling in Field Surveys 384 Cross Cultural Studies—A Special Problem 385 Language and Comprehension 387 Problems in Analyzing and Interpreting Research Information 390 Estimating Market Demand 391 Responsibility for Conducting Marketing Research 393 Multinational Marketing Information Systems 394 References 396 Abstracts, Bibliographies, and Indexes 396 Sources of Marketing Statistics 397 Summary 398 12 DEVELOPING CONSUMER PRODUCTS FOR GLOBAL MARKETS 401 Global Markets and Product Development 402 Global Brands 406 Products and Culture 406 Innovative Products and Adaptation 411 Diffusion of Innovations 413 Degree of Newness 414 Physical or Mandatory Requirements and Adaptation 416 Product Life Cycle and Adaptation 418 Product Alternatives 419 Screening Products for Adaptation 420 Analysis of Characteristics of Innovations 421 Analysis of Product Components 423 Summary 428 13 MARKETING INDUSTRIAL PRODUCTS AND BUSINESS SERVICES 430 The Industrial Product 432 Stages of Economic Development 432 Contents xix Political and National Implications 437 Product Design 437 Service, Replacement Parts, and Standards 439 Universal Standards 442 Channel Strategy 445 Promoting Industrial Products 446 Industrial Trade Fairs and Trade Centers 446 Pricing and Competition 448 Price Quality Relationship 449 Countertrading—A Pricing Tool 450 Business Services as a Product 451 Growth of U.S. Business Services 452 U.S. Multinational Services Expand 452 Market Environment for Business Services 454 Summary 457 THE GLOBAL ADVERTISING AND PROMOTION EFFORT 459 Global Advertising 460 Pattern Advertising 463 Global Advertising and World Brands 465 Creative Challenges 466 Legal and Tax Considerations 466 Language Limitations 468 Cultural Diversity 470 Media Limitations 472 Production and Cost Limitations 472 Media Planning and Analysis 474 Tactical Considerations 474 Media Patterns 477 Specific Media Information 477 Sales Promotion 483 xx Contents Global Advertising and the Communications Process 485 The Advertising Agency 490 International Control of Advertising 492 Summary 493 15 PERSONAL SELLING AND PERSONNEL MANAGEMENT 496 Sources of Marketing and Sales Personnel 497 Expatriates 497 Foreign Nationals 498 Cosmopolitan Personnel 498 Host Country Restrictions 500 Managing International Personnel 501 Differences in Cultural Values Affect Management Practices 501 Recruiting and Selection International Personnel 505 The Gender Bias in International Business 509 Training and Motivating International Personnel 512 Preparing U.S. Personnel for Foreign Assignments 516 Overcoming Reluctance to Accept a Foreign Assignment 516 Reducing the Rate of Early Returns 518 Successful Expatriate Repatriation 519 Developing Cultural Awareness 521 Compensating 522 Adapting Personal Selling Skills to Global Markets 524 Summary 525 16 PRICING FOR GLOBAL MARKETS 528 Pricing Policy 529 Pricing Objectives 529 Parallel Imports 530 Approaches to International Pricing 533 Leasing in International Markets 534 Cost Factors 534 Taxes and Tariffs 535 Inflation 536 Exchange Rate Fluctuations 536 Varying Currency Values 538 Middleman and Transportation Costs 539 Price Escalation 541 Sample Effects of Price Escalation 541 Strategic Approaches to Lessening Price Escalation 543 Using Foreign Trade Zones to Lessen Price Escalation 545 Dumping 546 Administered Pricing 550 Price Setting by Industry Groups 550 Government Influenced Pricing 553 International Agreements 557 Countertrades 557 Types of Countertrade 558 U.S. Firms Reluctant to Countertrade 566 Problems of Countertrading 563 Intracompany Pricing Strategy 566 Price Quotations 567 Summary 568 17 THE INTERNATIONAL DISTRIBUTION SYSTEM 570 Channel of Distribution Alternatives 572 Factors Affecting Choice of Channels 573 Cost 574 Capital Requirement 576 Control 576 Coverage 577 Character 577 Continuity 578 Distribution Patterns 579 General Patterns 579 Retail Patterns 586 Government Affiliated Middlemen 593 Alternative Middleman Choices 594 Home Country Middlemen 595 Foreign Country Middlemen 606 Company Distribution Abroad 611 Locating, Selecting, and Motivating Channel Members 612 Locating Middlemen 612 Selecting Middlemen 613 Motivating Middlemen 615 Terminating Middlemen 616 Controlling Middlemen 617 Summary 618 18 EXPORT TRADE MECHANICS AND LOGISTICS 621 Regulations and Restriction of Exporting 622 U.S. Export Controls 622 Import Restrictions 626 Customs Privileged Facilities 633 Foreign Trade Zones 634 Offshore Assembly (Maquiladoras) 635 Export Documents 636 Terms of Sale 638 Packing and Marking 639 Export Shipping 641 Logistics 644 Interdependence of Physical Distribution Activities 644 Effect of Environment on Physical Distribution Costs 648 Contents xxi Benefits of Physical Distribution Systems 650 The Foreign Freight Forwarder 651 Summary 651 PART IV Corporate Context of Marketing 19 FINANCIAL REQUIREMENT FOR GLOBAL MARKETING 656 Capital Needs for International Marketing 657 Working Capital Requirements 658 Market Penetration Costs 659 Capital Investment 661 Sources of Government Funds for International Marketing Operations 661 Foreign Commercial Payments 665 Letters of Credit 666 Bills of Exchange 667 Cash in Advance 669 Open Accounts 669 Financial Risk and Risk Management 669 Commercial Risk 670 Political Risk 670 Foreign Exchange Risk 671 Managing Financial Risks 676 Hedging 676 Foreign Exchange Options 678 European Currency Units 681 Unblocking Profits 682 Summary 685 20 COORDINATING AND CONTROLLING GLOBAL MARKETING OPERATIONS 687 Control as a Management Tool 688 Developing a Global Control System 692 Unique Factors in Global Control 692 Control Sequence 696 Analytical Problem* of Control 701 Areas of Control 702 Volume Control 702 Price Control 703 Product Control 703 Promotion Control 704 Channel Control 704 Marketing Personnel Control 705 Profit Control 706 Home Office Responsibility 707 Summary 709 Appendix: The Country Notebook— A Guide for Developing a Marketing Plan 711 PART V Cases Case 1 1 When Is a Company Global? 724 Case 1 2 The Multinational—Saint or Sinner? 725 Case 1 3 Selling U.S. Ice Cream in Korea 726 Case 1 4 Harvey Wallbanger Popcorn 730 Case 1 5 Fastener, Inc.—Equal Opportunity for Women in the International Division 733 Case 1 6 Nestle—the Infant Formula Incident 739 Case 2 1 Marketing Sweet Corn to the French 745 Case 2 2 Starnes Brenner Machine Tool Company—to Bribe or Not to Bribe 746 Case 2 3 Licensing or Joint Venture 750 Case 2 4 Dynamics International— Writing a Policy on Bribery 751 Case 2 5 Gasselmann GMBH Mining and Smelting— Paying Ransom 754 Case 2 6 When International Buyers and Sellers Disagree 755 Case 2 7 Hotchip, Inc.— Manufacturing Joint Venture and Know How License 756 Case 2 8 Extraterritoriality— the U.S. Government and MNCS 757 Case 3 1 Marketing Flying Discs in Mexico 761 Case 3 2 Consulting for Bebe Cola in Latino 765 Case 3 3 International Marketing of Services: Should the GATT Concepts Be Extended to Services 770 Case 3 4 W. H. Schwartz and Sons, Ltd. 776 Case 3 5 A Job in Rio de Janeiro 786 Case 3 6 Freshtaste, Inc.— Marketing Milk Sterilizers in Japan 787 Case 3 7 Medico Devices, Inc.— Oxygen Concentrator 793 Case 3 8 Developing a Kodak Promotional Program in Japan 799 Case 3 9 The American Beer Company—Going International 801 Case 3 10 Levi s—Worldwide Advertising Strategy or Localized Campaigns? 808 Case 3 11 American Baby Foods— a Preliminary Report 812 Case 3 12 National Office Machines—Motivating Japanese Salespeople: Contents xxiii Straight Salary or Commission? 816 Case 3 13 Selling American Tourist Attractions to Foreign Tourists 821 Case 3 14 Rallysport International— Promoting Racquetball in Japan 835 Case 3 15 Social Responsibility and Ethics in International Marketing Decisions: Two Situations 839 Bibliography 846 Index 853
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spelling	Cateora, Philip R. Verfasser aut International marketing Philip R. Cateora 7. ed. Homewood, Ill. u.a. Irwin 1990 XXIII, 870 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Irwin series in marketing Entreprises multinationales ram Marchés d'exportation ram Multinationales Unternehmen Export marketing International business enterprises Marketing (DE-588)4037589-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf 1\p (DE-588)4123623-3 Lehrbuch gnd-content Internationales Marketing (DE-588)4125431-4 s DE-604 Marketing (DE-588)4037589-4 s 2\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003481292&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
spellingShingle	Cateora, Philip R. International marketing Entreprises multinationales ram Marchés d'exportation ram Multinationales Unternehmen Export marketing International business enterprises Marketing (DE-588)4037589-4 gnd Internationales Marketing (DE-588)4125431-4 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4125431-4 (DE-588)4123623-3
title	International marketing
title_auth	International marketing
title_exact_search	International marketing
title_full	International marketing Philip R. Cateora
title_fullStr	International marketing Philip R. Cateora
title_full_unstemmed	International marketing Philip R. Cateora
title_short	International marketing
title_sort	international marketing
topic	Entreprises multinationales ram Marchés d'exportation ram Multinationales Unternehmen Export marketing International business enterprises Marketing (DE-588)4037589-4 gnd Internationales Marketing (DE-588)4125431-4 gnd
topic_facet	Entreprises multinationales Marchés d'exportation Multinationales Unternehmen Export marketing International business enterprises Marketing Internationales Marketing Lehrbuch
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