International marketing:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago, Ill. ; Fort Worth, Tex. [u.a.]
Dryden Press
1991
|
| Edition: | 5. ed. |
| Series: | The Dryden Press series in marketing
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXII, 714 S. Ill., graph. Darst., Kt. 1 Kt. |
| ISBN: | 0030327679 0030539846 |
Staff View
MARC
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| 245 | 1 | 0 | |a International marketing |c Vern Terpstra ; Ravi Sarathy |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a Chicago, Ill. ; Fort Worth, Tex. [u.a.] |b Dryden Press |c 1991 | |
| 300 | |a XXII, 714 S. |b Ill., graph. Darst., Kt. |e 1 Kt. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a The Dryden Press series in marketing | |
| 650 | 7 | |a Marchés d'exportation |2 ram | |
| 650 | 4 | |a Export marketing |x Management | |
| 650 | 4 | |a Marketing |x Management | |
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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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| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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| id | DE-604.BV006120342 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T07:07:29Z |
| institution | BVB |
| isbn | 0030327679 0030539846 |
| language | English |
| lccn | 90003403 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003866554 |
| oclc_num | 21523554 |
| open_access_boolean | |
| owner | DE-703 DE-862 DE-BY-FWS DE-11 |
| owner_facet | DE-703 DE-862 DE-BY-FWS DE-11 |
| physical | XXII, 714 S. Ill., graph. Darst., Kt. 1 Kt. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | Dryden Press |
| record_format | marc |
| series2 | The Dryden Press series in marketing |
| 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 |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003866554&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT terpstravern internationalmarketing AT sarathyravi internationalmarketing |
Indexes
THWS Schweinfurt Magazin
| Call Number: |
2801 1991:3270 |
|---|---|
| Copy 1 | bestellbar aus dem Magazin Available Place a Hold |