International marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford
Butterworth-Heinemann
1993
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | Marketing series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | XXII, 706 S. Ill., graph. Darst. |
| ISBN: | 0750604247 |
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| 245 | 1 | 0 | |a International marketing |c Stanley J. Paliwoda |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Oxford |b Butterworth-Heinemann |c 1993 | |
| 300 | |a XXII, 706 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 490 | 0 | |a Marketing series | |
| 500 | |a Literaturangaben | ||
| 650 | 4 | |a Export marketing | |
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Datensatz im Suchindex
| _version_ | 1804122112322961408 |
|---|---|
| adam_text | Contents
Foreword by Sir Colin Marshall xix
Preface to the second edition xxi
1 International marketing in a global economy 1
The concept of advantage 1
Where is the nation state? 2
Analysing national competitiveness 6
Governments and national comparative advantage 8
Supranational organizations and extraterritorial reach 11
The question of extraterritoriality of legislation 16
From economic advantage to marketing advantage 16
How companies think international 21
The Porter corporate policy prescription for competitiveness 24
The dilemma of the multinational - a force for good or evil? 24
References 27
Key reading 28
2 Export behaviour theories and internationalization processes for goods and
Services 29
Exporting versus international marketing 29
Four export behaviour theories 29
Arguments against the stages theory of internationalization 37
The stages model 37
Internationalization processes for goods and Services 39
The product life cycle for international trade (Wells) 39
Product life cycle for international trade and direct investment (Vernon) 41
Dunning s eclectic approach (1976 to 1980) 46
Dunning s eclectic approach (post 1980) 47
References 50
3 Assessing the market infrastructure 53
The social environment 53
The cultural environment 56
Definitional consensus on the meaning of culture 58
Assessing the cultural environment 60
Rokeach value survey 65
Semiotics and the science of meaning of signs 68
x Contents
Economic environment 71
Defining the market 71
General Agreement on Tariffs and Trade (GATT) 74
Tariff barriers 75
Non-tariff barriers (NTBs) 75
Government procurement and corporate buy-national policies 77
Dumping 79
Does anyone still practise free trade ? 2
The Triad of Europe, USA and Japan 84
References
Key reading ^7
4 Identifying international marketing opportunities 88
Political and economic risk appreciation 9
The Company looks at international markets 1
Target market-selection decisions 93
International market segmentation 95
Primary sources of Information for gauging the climate for trade and investment 97
Secondary sources of information in gauging the climate for trade and investment 99
Interpretation problems in dealing with secondary sources 99
Marketing research problems in foreign markets 99
Business Environment Risk Index (BERI) 104
The country environmental temperature gradient 1^5
References *^
Key reading •*
5 Exporting and the small business 1*
General background •**
Problems for small exporters -^
Perceptions of non-exporting small firms ^
Identifying the exporter **
Factors in the exporting success of small firms l^4
Using networks -^
The exporting consortium alternative -^
Forming an exporting consortium ^
Attracting more small firms into exporting 1-^
Improving the trading environment ^0
Simplifying trading operations ^
References ¦ ••
Key reading II35
6 Market entry strategy decisions 1: direct vs indirect involvement 137
Assessing Company resources and intended export involvement 137
Selecting a strategy
Direct exporting activities 1
Contents xi
Agents 146
Distributors 147
Similarities between agents and distributors 148
Management contracts 149
Franchising
157
Licensing
References
Key reading
7 Market entry strategy decisions 2: Investment 165
Use of screwdriver assembly operations 165
T A7
Direct investment activities
Wholly-owned subsidiaries
Merger/acquisition
Joint venture
Tripartite ventures
T, C 188
Reterences
*- ,. 189
Key reading
8 Monitoring the effectiveness of market entry strategies 191
Relationship management and interaction theory 192
International studies related to interaction theory 195
A portfolio of market entry strategies 198
Conclusions
References
Key reading
9 Product policy decisions
Communicating with your customers
Product modification or standardization
Product modification
Product standardization
Product standardization and world product mandates ^» -
Branding 2^2
Selection of a brand name ^
Types of branding ~ _
Packaging 24Q
Brand name and trademark protection ^
Industrial property rights _^~
Brand piracy
Five corporate strategies to handle counterfeiting ^
Distribution of counterfeit goods _^
After-sales service
References ,^0
Key reading
xii Contents
10 Pricing, credit and terms of doing business 251
Pricing strategies compared with domestic pricing strategies 251
Consumer sensitivity to pricing 253
A multi-stage approach to pricing 253
International price standardization 253
Export market overheads 256
Export quotation terms 260
Foreign currency invoicing and financing 261
Methods of payment 263
Payment in advance 263
Open account 263
Bills of exchange 263
Letter of credit 266
Leasing 267
Bonding 267
Discounting and factoring 268
Forfaiting 269
Barter and other forms of countertrade (CT) 270
Transfer pricing 277
Conspiracy to fix prices 280
Cartels 282
References 282
Key reading 284
11 Logistics and marketing channel decisions 285
Distribution Channels and EDI 285
The meaning of logistics 286
Movement across frontiers 288
Marketing and logistics 289
Cost of trade procedures and documentation 290
The use of INCOTERMS 1990 291
Accessing foreign market Channels of distribution 293
Changing marketing perceptions of the customer 295
Channel intermediaries 296
Identifying the intermediaries 297
Parallel exporting 298
Use of freeports 302
Benefits of freeports 303
The enabling environment for freeports 304
Product life cycle and distribution 305
References 307
Key reading 308
12 Promotion strategy decisions in an international context 309
Personal selling 310
Exhibitions and trade fairs 311
xiv Contents
Relevant control Systems 389
The Boston Consulting Group (BCG) product portfolio matrix 389
PIMS database 394
References 394
Key reading 395
15 Marketing to Japan 396
Japan in the world economy 396
Reasons for the Japanese moving into foreign markets 401
Economic and social background 401
Coming to terms with Japanese growth 406
The Sogo Shosha: Japanese international trading companies 410
Imports into Japan 411
Tariffs 413
Distribution in Japan 414
Japanese expectations of suppliers 417
The Japanese consumer 423
Product testing for imports 426
Market prospects for exports to Japan 426
Advertising in Japan 427,
Innovation and product development 428
Trademarks and industrial property rights 429
Licensing 430
Foreign investment in Japan 430
Foreign direct investment 432
Joint ventures 432
Strategie business alliances: a better alternative to protectionism 433
The potential for industrial co-operation 435
Pressures on the Japanese financial System 439
The Services sector 439
References 440
Key reading 442
16 Marketing to a less developed but mineral-rich country: Nigeria 444
Economic and social background 444
Structural Adjustment Programme (SAP) 446
Nigerian economic potential 449
Market strueture and international market conditions 451
Nigerian Stock Exchange 453
Debt conversion programme 457
Foreign trade 458
Export inspection agencies and PSI 460
Regulations on exporting 461
Business ethics 463
Nigeria s banking sector 464
Contents xv
Assembly unsuccessful
Joint ventures and foreign direct investment 465
The IDCC 467
Factors for market success
r c 467
Reterences
v ,. 468
Key reading
17 Marketing to the Single European Market 470
Background to the Community size, structure and direction 471
Economic size and potential of the Community 472
Marketing by population concentration-. the Golden Triangle 476
Regional Variation within the Community
Decision-making bodies
A market without frontiers 4g9
Harmonization measures for internal trade ^
Harmonization: the common commercial policy ^
Single Administrative Document ^^
TARIC customs tariff 494
Patents, trademarks and Standards ^^
Competition policy within the EC 4%
Common Agricultural Policy (CAP) ^
Entering the EC from the outside
The Associate Members of the Community: The Lome Convenhon 502
Japan s view of the Community 5O7
US view of the Community 51Q
PostScript 512
European Economic Area (EEA) 5 ^ 2
References 513
Key reading
18 Marketing to the industrialized countries of Eastern Europe 515
The independent republics 5 j 5
The East European economies 516
The meaning of Perestroika 52]
The political changes of 1989 s22
Structural economic changes 522
Market entry methods 526
Geographical changes 52g
CoCom embargo list 529
CMEA and Warsaw Pact 530
Business climate 530
Doing business with Eastern Europe s ^
As old problems disappear, new problems emerge ^
Commercial risk is greater than before ^
Weak infrastructure for local investors
Contents xiii
Public relations/publicity
r* T L- 314
Sales promotion
Advertising
The Communications process
Advertising - the global Situation 31
Campaign transferability
Multinational advertising agencies
Advertising agency usage criteria
Multinational client/agency relationships
The organizational structure adopted by agencies and clients in global campaigns332
Links with the lead agency i33
Links with the ofricial agency head offices
The agency-client link ^4
Links within the client s organization ^
Reasons behind the mirroring effect ^
Media availability 339
Pan-European research: readership data
Advertising standardization versus local adaptation ^
Substantiating advertising claims ^g
Product restrictions 349
Balancing information and emotional appeal ^
Use of language 350
Vulnerable groups 351
Legal action 3^ j
Penalties -^5
Develop self-discipline 351
References 352
Key reading
354
13 International marketing planning 354
The international marketing plan ^ ^
The limits of standardization 363
Concentration on key markets ^66
Plannine and Third World markets
, . ,j:j comeone say bnbery or corruphon?) 369
Responses to irregulär payments (did someone say ^^
References ^75
Key reading
377
14 International marketing control Systems ^
Divisionalization 3g5
Hierarchy in the organizational framework ^
Alternative organizational patterns
|
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| indexdate | 2024-07-09T17:08:42Z |
| institution | BVB |
| isbn | 0750604247 |
| language | English |
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| spelling | Paliwoda, Stanley J. 1948- Verfasser (DE-588)170083470 aut International marketing Stanley J. Paliwoda 2. ed. Oxford Butterworth-Heinemann 1993 XXII, 706 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing series Literaturangaben Export marketing Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005089007&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Paliwoda, Stanley J. 1948- International marketing Export marketing 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 Stanley J. Paliwoda |
| title_fullStr | International marketing Stanley J. Paliwoda |
| title_full_unstemmed | International marketing Stanley J. Paliwoda |
| title_short | International marketing |
| title_sort | international marketing |
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