Verfügbarkeit: International marketing

International marketing:

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Bibliographische Detailangaben
Hauptverfasser:	Terpstra, Vern (VerfasserIn), Sarathy, Ravi (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Chicago, Ill. ; Fort Worth, Tex. [u.a.] Dryden Press 1991
Ausgabe:	5. ed.
Schriftenreihe:	The Dryden Press series in marketing
Schlagworte:	Marchés d'exportation Export marketing > Management Marketing > Management Internationales Marketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXII, 714 S. Ill., graph. Darst., Kt. 1 Kt.
ISBN:	0030327679 0030539846

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MARC


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Datensatz im Suchindex

DE-BY-862_location	2801
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adam_text	^^^ Brief Contents Part 1: The International Environment Chapter 1 Introduction: The Concept of Global Marketing Chapter 2 Economic Environment: The World Economy Chapter 3 Economic Environment: The Foreign Economies Chapter 4 Cultural Environment: The People of the World Chapter 5 The Political Legal Environment Part 2: International Marketing Management Chapter 6 Global Marketing Strategy Chapter 7 International Marketing Intelligence Chapter 8 International Product Policy: The Basic Product and Its Attributes Chapter 9 International Product Policy: New Product Development and Product Line Policies Chapter 10 Distribution: Entering Foreign Markets Chapter 11 Distribution: Foreign Market Channels and Global Logistics Chapter 12 International Promotion: Advertising Chapter 13 International Promotion: Other Factors Chapter 14 Pricing in International Marketing: I Chapter 15 Pricing in International Marketing: II Chapter 16 International Marketing of Services Part 3: Coordinating International Marketing Chapter 17 Planning, Organization, and Control of International Marketing Chapter 18 The Future of International Marketing Contents Other Dimensions and Institutions in the World Economy 36 GATT 36 / UNCTAD 37 / GATT, UNCTAD, and the Firm 38 / East West Trade 39 / Regional Economic Integration 41 Global Marketing: NCR s Eurostrategy for 1992 43 International Financial System 46 / The United States in the World Economy 49 Summary 50 Questions 51 / Endnotes 52 / Further Readings 52 / Data Sources 52 CASE 2.1: Foreign Exchange Rates 53 CASE 2.2: U.S. Pharmaceuticals, Inc. (A) 53 Appendix to Chapter 2: Europe, 1992: Background and Summary 55 Chapter 3 65 Economic Environment: The Foreign Economies Size of the Market 66 Population 66 / Income 70 Global Marketing: The World Bank Economic Groupings 72 Nature of the Economy 76 Physical Endowment of Nation 76 Global Marketing: Adjusting to the Local Economy 78 • ^ Nature of Economic Activity 78 / Infrastructure 80 / Urbanization 84 / ^ Other Characteristics of Foreign Economies 85 Summary 88 Questions 89 / Endnotes 90 / Further Readings 90 / Data Sources 90 CASE 3.1: American Mining Machinery, Inc. 91 CASE 3.2: Medical Specialties, Inc. 92 CASE 3.3: Unicola 92 Chapter 4 95 Cultural Environment: The People of the World What is Culture? 96 Cultural Analysis in American Marketing 97 / Elements of Culture 97 / Technology and Material Culture 97 / Material Culture as a Constraint 98 Global Marketing: Marketing in Malaysia 99 Language 101 Language as a Cultural Mirror 102 / Language as a Problem 104 Aesthetics 105 Design 105 / Color 106 / Music 106 / Brand Names 107 Contents xiii Education 107 International Differences in Education 108 / Education and International Marketing 109 Religion 110 Animism or Nonliterate Religion 110 Global Marketing: Shinto in Japan 111 Hinduism 111 / Buddhism 112 / Islam 113 / Japan: Shinto, Buddhist, and Confucianist 114 / Christianity 115 / Religion and the Economy 116 Attitudes and Values 118 Marketing Activities 118 / Wealth, Material Gain, and Acquisition 118 / Change 118 / Risk Taking 119 / Consumer Behavior 119 Social Organization 119 Kinship 119 / Common Territory 120 / Special Interest Group 120 / Other Kinds of Social Organization 120 / Cultural Variables and Marketing Management 121 Summary 121 Questions 122 / Endnotes 123 / Further Readings 123 CASE 4.1: Bottled Spirits 124 CASE 4.2: Foremost Dairy in Thailand 124 CASE 4.3: An American Firm Wins Big in Japan 126 CASE 4.4: Marketing Sea Urchins to Japan 127 Chapter 5 129 The Political Legal Environment Political Environment 130 Host Country Political Environment 130 / International Political Environment 134 / Home Country Political Environment 135 Global Marketing: The Rising Sun Over Europe 136 The Legal Environment 137 U.S. Law and International Marketing 137 / International Law and International Marketing 142 Global Marketing: Copying in Korea 148 Foreign Laws and International Marketing 149 / The Firm in the International Legal Environment 153 / The Marketer Is Not a Lawyer 156 Summary 157 Questions 158 / Endnotes 158 / Further Readings 158 CASE 5.1: Ford Motor Company Facing the Arab Boycott 159 CASE 5.2: U.S. Pharmaceuticals, Inc. (B) 161 Contents ^ Part 2 163 International Marketing Management Chapter 6 Global Marketing Strategy 165 Marketing and Its Links to Global Strategy 166 Global Strategy: A Framework 166 Global Strategy and the Product Line 168 / Product Line Strategy for Individual Country Markets 168 / Competitive Advantage 171 / The Basic Question: Which Activities, and Where? 171 / Environmental Change and Value Added Choices 173 / Configuration and Coordination of the Value Added Chain 173 Why Should Firms Think Globally? 175 Global Markets 175 /,Global Technplggy^Markfits. 176 / Global Production Resources 177 / Global Competition 177 / Global Customers 178 / Government Actions 178 Corporate Goals and Global Strategy 179 Dangers of a Portfolio Approach to International Markets 180 / Modes of Global Competition 180 / Competing as a Low Cost Producer 180 / Competing with Differentiated Products 181 / Competing by Seeking Protected Markets 181 / Where Do Global Competitors Come From? 181 / Assessing Global Competition 182 / Impact of Government Actions on Strategy 183 Global Marketing Strategies 184 Impact of Differences among National Markets 184 / Some Adaptation Will Be Necessary 185 / The Global Marketing System 185 / a Coordinating the Global Marketing System 185 Targeting Individual Country Markets 186 Corporate Goals and Choice of Markets 186 / Market Positioning in the Triad Economies 188 / Responding to Regional Integration 188 / Marketing to Japan 189 Global Marketing: 191 Global Strategy in the Personal Computer Industry Summary 192 Questions 193 / Endnotes 194 / Further Readings 195 CASE 6.1: Windmere Corporation 196 CASE 6.2: A.L. Labs, Inc. 200 Chapter 7 205 International Marketing Intelligence Breadth of the Task 205 What Information? 206 Problems in International Marketing Research 208 Problem of Numerous Markets 209 / Problems with Secondary Data 209 / Problems with Primary Data 210 Contents xv Techniques for Dealing with International Marketing Research 213 Problems Improvisation 214 / New Services to Aid the International Firm 215 / Learn by Doing 216 Other Techniques for Developing Countries 216 Analysis of Demand Patterns 216 / Multiple Factor Indexes 216 / Estimation by Analogy 217 / Regression Analysis 218 / Comparative Analysis 219 / Cluster Analysis 219 / Screening Potential International Markets 220 Global Marketing: Pet Food Market in Japan: An Opportunity? 221 Gap Analysis 222 / Input Output Analysis 223 / Going Beyond Market Demand: Cost and Technology Trends 223 Evaluating Information 223 Quality of Data 224 / Relevance of Data 225 / Cost of Data 225 Organizing for International Marketing Intelligence 225 Level of Decision Making 226 / Centralization or Decentralization? 228 Information Sources for International Marketing 229 United States Government 229 / Other Governments 232 / International Organizations 232 / Business and Trade Associations 233 / Services Organizations 234 / Information for Sale 235 / Company Experience 236 Market Research Models: The Mode of Entry into Foreign Markets 237 Summary 238 Questions 239 / Endnotes 239 / Further Readings 240 CASE 7.1: The Madrona Chemical Company Marketing Research 241 for International Division CASE 7.2: International Chemicals, Inc. 243 Chapter 8 251 International Product Policy: The Basic Product and Its Attributes What to Sell Abroad: Product Policy for International Markets 251 The Product Itself 252 Adaptation versus Standardization 253 Global Marketing: Food Products for the Japanese Market 258 Product Attributes in International Markets 259 Brands and Trademarks 259 / Country of Origin Effect 272 / Product Standards 273 / Packaging and Labeling 274 / Warranty and Service Policies 278 / Segmentation Across National Markets 285 / Alternatives to Direct Entry: Franchising Abroad 285 Summary 287 Questions 288 / Endnotes 289 / Further Readings 289 Contents CASE 8.1: Ikea 291 CASE 8.2: Domino s Pizza in Japan 294 CASE 8.3: Kellogg s Corn Flakes 297 CASE 8.4: Chrysler Jeep: International Product Policy 298 Chapter 9 301 International Product Policy: New Product Development and Product Line Policies New Product Development 301 Importance of Consumer Needs 302 / Products for Foreign Markets: A Conceptual Framework 302 / Adoption and Diffusion of New Products 303 / Generation of Product Ideas 304 / Location of Product Development for Global Markets 307 / Screening Product Ideas 312 / Market Testing 317 / Example of Product Development: Nestle 317 / Cooperation in Developing Products 318 / Incremental Innovation 319 / Product Testing 320 Product Line Management 320 Domestic versus International Product Line 320 / Extending the Domestic Product Line 321 / Competitive Influences on the Product Line 323 / Other Influences on the Product Line 324 / Banned at Home, Sold Abroad 329 Foreign Market Choice: Matching Products to Markets 330 /. v International Product Life Cycle (IPLC) 333 / Market Potential and Market Entry Decisions 336 Global Marketing: Will Chilled Food Charm U.S. Shoppers? 337 Summary 341 Questions 343 / Endnotes 343 / Further Readings 344 CASE 9.1: Grand Met: The Development of World Brands 345 CASE 9.2: Boeing and Airbus: Competing Product Lines 350 Chapter 10 361 Distribution: Entering Foreign Markets How to Enter Foreign Markets 361 Decision Criteria for Entry Method 362 Global Marketing: Japanese Entry and Expansion Strategies 364 A Simple Decision Model 365 Indirect Exporting 367 Foreign Sales through Domestic Sales Organizations 367 / Export Management Companies (EMCs) 368 / Cooperation in Exporting 370 Direct Exporting 375 The Task of Export Management 376 Contents xvii Global Marketing: The Most Common Mistakes of New Exporters 380 Foreign Manufacturing as Foreign Market Entry 381 Approaches to Foreign Manufacture: Assembly 382 / Contract Manufacturing 383 / Licensing 384 / Joint Ventures in Foreign Markets 387 / Strategic Alliances 391 / Wholly Owned Foreign Production 391 Conclusions on Foreign Market Entry Methods 393 Level of Involvement—A Two Way Street 395 Summary 396 Questions 397 / Endnotes 398 / Further Readings 398 CASE 10.1: BMW: Marketing Subsidiaries in Foreign Markets 399 CASE 10.2: Metro Corporation: Technology Licensing Negotiation 400 Chapter 11 407 Distribution: Foreign Market Channels and Global Logistics Managing Foreign Distribution 408 Marketing through Distributors in Foreign Markets 408 Initial Distributor Selection 409 / Distributor Agreement 409 / Financial and Pricing Considerations 409 Global Marketing: Globalizing Retailers 410 Marketing Support Considerations 410 / Communications 411 / Other Considerations 411 Marketing through the Firm s Own Presence 412 Wholesaling in Foreign Markets 412 / Retailing in Foreign Markets 415 / Distribution Trends in World Markets 419 Marketing through Foreign Distribution Channels 423 International or National Patterns 423 / Direct versus Indirect Channels 424 / Selective versus Intensive Distribution 425 / Working with the Channel 426 / Keeping Channels Up to Date 428 Logistics for International Marketing 431 Logistics within the Foreign Market 431 / Multimarket Logistics 432 Global Marketing: India sUrban Sector — Where the Money Is 433 The Dynamic Environment 434 / The Flexible Response 434 Management of International Logistics 434 Facilities and Technology 435 / Coordination of International Logistics 438 Summary 440 Questions 441 / Endnotes 442 / Further Readings 442 CASE 11.1: General Foods, Ltd. (Japan) Distributing Processed 443 Food Products in Japan CASE 11.2: Protective Devices Division Case 444 w Contents Parti The International Environment l Chapter 1 3 Introduction: The Concept of Global Marketing Characteristics of International Marketing 5 The Global Marketplace 7 Nintendo in America 7 / Disney with a French Accent 8 / You See the Nicest People on Japanese Motorbikes 9 / Profiting from the Newly Rich 10 / Korean Furs (For Less) 10 / Where the Buyers Are 11 / Where the Ideas Are 11 Global Marketing: Exporting Lumber to Japan 12 Learning from Examples 12 The U.S. Firm in the Global Marketplace 13 Export Sales and Sales from Foreign Subsidiaries 13 / International Marketing: The Trade Barrier of the Mind 15 Many Roads to Foreign Markets 15 The Approach of This Book 17 Summary 18 Questions 19 / Endnotes 19 / Further Readings 20 Chapter 2 21 Economic Environment: The World Economy Nation Trades with Nation 22 A Picture of World Trade 23 Global Marketing: The International Automobile inside the 1989 24 Pontiac LeMans Composition of World Trade 25 / Patterns of World Trade 26 / International Trade Theory 28 / Balance of Payments 30 / Commercial Policy 31 Contents ( Chapter 12 449 International Promotion: Advertising Constraints on International Advertising 450 Languages: The Tower of Babel 451 / Role of Advertising in Society 451 / Media Availability 452 / Government Controls 453 / Competition 453 / Agency Availability 453 Global Marketing: 454 Japanese Ads Take Earthiness to Levels Out of This World Advertising Decisions Facing the International Marketer 454 Selecting the Agency 454 / Choosing the Advertising Message 461 462 Selecting the Media 470 / International Advertising Budget 476 / Evaluating International Advertising Effectiveness 480 / Organizing for International Advertising 481 Cooperative Advertising 484 Summary 485 Questions 486 / Endnotes 487 / Further Readings 487 CASE 12.1: Nestle (A): The Case of the Dying Babies 488 Appendix to CASE 12.1 490 CASE 12.2: Saatchi Saatchi: 492 Becoming Number One in Global Advertising Chapter 13 497 International Promotion: Other Factors Personal Selling 497 National, Not International 498 / Recruitment and Selection of the Salesforce 499 / Training the Salesforce 501 / Motivating and Compensating the Salesforce 502 Global Marketing: Selling Asian Consumers with Hoopla 503 Controlling the Salesforce 504 / Evaluating Salesforce Performance 504 / Level of Involvement and Personal Selling 505 Sales Promotion 505 Marketing Mix as Promotion 507 Product 508 / Distribution or Level of Involvement 509 / Price and Terms 509 / The Total Mix at Work 511/ Special Forms of International Promotion 512 / The National Level 512 Global Marketing: 517 Marylanders Report Abundant Trade Leads at Medica 88 Public Relations — Corporate Communications 523 The Public Relations Task Today 524 Summary 527 Questions 529 / Endnotes 529 / Further Readings 529 Contents xix CASE 13.1: Nestle (B): More Trouble in the Baby Market 530 CASE 13.2: Eberhard Faber s Special Forms of Promotion 532 CASE 13.3: Raytheon s Offset Adventure 534 Chapter 14 537 Pricing in International Marketing: I Factors in International Pricing 538 Price, Competition, and Strategic Objectives 538 / Consumer s Ability to Buy 538 / Price in Relation to a Finn s Costs and Profit Goals 540 / Price and the Product Line 540 Export Pricing and Terms 540 Export Prices in Relation to Domestic Prices 540 / Market Oriented Export Pricing 542 / Price Escalation in Exporting 542 / Impact of Exchange Rate Fluctuations 543 / Export Price Quotations 544 / Raising Prices Because of Exchange Rate Changes 547 / Strategies for Coping with Foreign Exchange Risk 549 / Export Credit and Terms 550 The Financing of International Sales: A Component of International 552 Pricing FCIA 553 Transfer Pricing in International Marketing 554 Product Division to International Division 554 / International Division to Foreign Subsidiary 556 / Managing International Transfer Pricing 557 Global Marketing: Tuna Prices in Japan: Price and Value 558 Summary 559 Questions 560 / Endnotes 561 / Further Readings 561 CASE 14.1: Subaru of America 562 CASE 14.2: Federal Cash Registers: Price Competition Overseas 566 CASE 14.3: 568 Alimentaries de Barria S.A. Operating in an Inflationary Economy Chapter 15 571 Pricing in International Marketing: II Foreign Market Pricing 571 Foreign Market Variables: Company Goals 572 / Foreign Market Variables: Costs 572 / Foreign Market Variables: Demand 575 / Foreign Market Variables: Competition 575 / Foreign Market Variables: Government 576 / Foreign Market Variables: Distribution Channels 577 International Competition and Price Cutting Pressures 578 Price Pressure and the Need to Cut Costs 579 Pricing Implications of International Manufacturing Decisions 580 Product Redesign and Pricing Implications 581 / Gray Markets 582 / Strategies for Foreign Market Pricing 583 Countertrade 585 Leasing in International Markets 588 Contents Coordinating Pricing in International Marketing 590 Final Consumer Prices 590 / Control Techniques 591 / Subsidiary Pricing of Exports 591 Summary 592 Questions 592 / Endnotes 593 / Further Readings 593 Chapter 16 595 International Marketing of Services Services: How Are They Different from Products? 597 Global Marketing: McDonald s in Hungary 598 Intangibility 598 / Heterogeneity 598 / Perishability 599 / Simultaneous Production and Consumption 600 / Pricing Services 600 / Measuring Services Quality 600 / Importance of Customer Loyalty to Services 601 Additional Decision Areas in International Services Marketing 601 Advertising 601 / Organization 601 / Cultural Variables 601 Comparative Advantage and the Service Industries 602 Labor 602 / Capital 602 / Technology 602 / Transfer of Information, Technology, Capital, and People 603 / Other Bases for Comparative Advantage 604 Government Intervention in the Trade in Services 604 Fair Trade in Services: The Uruguay Round 605 Global Media and Entertainment Industry 605 European Media Environment 606 / Satellite TV and a Pan European Audience 607 / Entertainment Industry Economics 609 / Global Mergers in the Media Industry 609 / Cable TV 611 / Sports 611 / Music 612 / European Trade Barriers in Entertainment 612 / Future Outlook for Globalization of Media and Entertainment Industry 612 International Airline Industry 612 International Professional Services 614 Global Marketing: Manpower in Japan 615 International Retailing 615 Entering the Japanese Retail Industry 616 International Hotel Industry 617 International Financial Services 618 The International Credit Card Market 619 / International Investment Banking 620 / International Insurance Markets 621 Other Opportunities in International Services 621 Marketing Services Overseas: What Have We Learned? 623 Summary 624 Questions 625 / Endnotes 626 / Further Readings 627 CASE 16.1: Baseball: The Japanese Game 629 CASE 16.2: Sony Corp. 632 Contents xxi lj Part 3 637 Coordinating International Marketing Chapter 17 639 Planning, Organization, and Control of International Marketing Planning for Global Marketing 639 Developing Plans for Individual Markets 640 / Situation Analysis 641 / Setting Objectives 642 / Strategy and Tactics 642 / Stages in the Planning Calendar 643 / Adapting Plans to Individual Countries 643 / Division of Labor in International Planning 644 / International Coordination of National Plans 644 / Comparative Analysis for International Planning 645 / Long Range Planning 646 / Responding to Competition 647 i Organizing for Global Marketing 652 S j Variables Affecting Organizational Structure 652 / Separation or Integration? 653 / Area, Product, or Functional Orientation? 655 / The Matrix Organization 658 / Examples of Global Organization 658 Global Marketing: Reorganization at Square D Company 660 What Role Should Headquarters Play? 662 / Implementation and Organization 663 / Regional Headquarters: A Halfway House 665 / Conclusions on Organizational Marketing 665 Controlling International Marketing 666 Establishment of Standards 667 / Measurement and Evaluation of Performance 668 / Correcting Deviations 670 / Means of Maintaining Control 670 Summary 674 Questions 675 / Endnotes 676 / Further Readings 677 CASE 17.1: Pall Corporation 678 CASE 17.2: Catalina Lighting: 681 Quality Lighting at Very Affordable Prices Chapter 18 689 The Future of International Marketing Global Customers and Global Markets 689 The Japanese Opportunity 689 / Japan s Neighbors 690 / The Opportunities of a Single Europe 690 / Liberalization in Eastern Europe 691 How Is Global Competition Evolving? 693 Technology in the Global Marketplace 693 / Environmental Factors Affecting Global Competition 694 Contents How Can the Firm Gain an Edge in Global Markets? 695 The Strategic Challenge of 1992 and a Single Europe 695 / Beyond 1992: Strategic Areas of Prime Importance 695 / Endnotes 700 Name and Company Index 701 Subject Index 709
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spellingShingle	Terpstra, Vern Sarathy, Ravi International marketing Marchés d'exportation ram Export marketing Management Marketing Management Internationales Marketing (DE-588)4125431-4 gnd
subject_GND	(DE-588)4125431-4
title	International marketing
title_auth	International marketing
title_exact_search	International marketing
title_full	International marketing Vern Terpstra ; Ravi Sarathy
title_fullStr	International marketing Vern Terpstra ; Ravi Sarathy
title_full_unstemmed	International marketing Vern Terpstra ; Ravi Sarathy
title_short	International marketing
title_sort	international marketing
topic	Marchés d'exportation ram Export marketing Management Marketing Management Internationales Marketing (DE-588)4125431-4 gnd
topic_facet	Marchés d'exportation Export marketing Management Marketing Management Internationales Marketing
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