International marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford u.a.
Butterworth-Heinemann
1998
|
| Ausgabe: | 3. ed. |
| Schriftenreihe: | Marketing series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | XVIII, 506 S. Ill., graph. Darst. |
| ISBN: | 0750622415 |
Internformat
MARC
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| 100 | 1 | |a Paliwoda, Stanley J. |d 1948- |e Verfasser |0 (DE-588)170083470 |4 aut | |
| 245 | 1 | 0 | |a International marketing |c Stanley J. Paliwoda ; Michael J. Thomas |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Oxford u.a. |b Butterworth-Heinemann |c 1998 | |
| 300 | |a XVIII, 506 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Marketing series | |
| 500 | |a Literaturangaben | ||
| 650 | 4 | |a Export marketing | |
| 650 | 0 | 7 | |a Internationales Marketing |0 (DE-588)4125431-4 |2 gnd |9 rswk-swf |
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| 700 | 1 | |a Thomas, Michael J. |e Verfasser |4 aut | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-008415947 | ||
Datensatz im Suchindex
| _version_ | 1804127039780814848 |
|---|---|
| adam_text | Contents
Foreword xiii
Introduction xv
Preface to the third edition xvii
Acknowledgements xix
1 Internationalization: a necessity not a luxury, but does corporate behaviour reflect it? 1
The concept of advantage 1
Where is the nation state? 1
Analysing national competitiveness 4
Governments and national comparative advantage 6
The hierarchy of free trade and integration 8
The new trading regions of the world 9
From economic advantage to marketing advantage 9
How companies go international 15
Porter s prescription for competitiveness 17
The dilemma of the multinational a force for good or evil? 17
International marketing mythology 19
International marketing reality 22
Issues surrounding management control 22
Network explanations for internationalization 23
Random walk approach 23
Exporting marketing and international marketing 23
Export behaviour reviewed 23
Psychological commitment and resource allocation 25
Incremental internationalization 27
Organization for internationalization 27
Life cycle for international trade: beyond its sell by date? , 28
Dunning s eclectic approach and later revision 36
International marketing and the Internet 36
Revision questions 37
References 38
Websites 39
2 Environmental market scanning: the SLEPT and C factors 42
The social environment (S) 43
The cultural dimension 44
Defining the meaning of culture 45
Assessing the cultural environment 49
Rokeach value survey 50
Semiotics and the science of meaning of signs 53
The legal environment (L) 55
The economic environment (E) 56
Defining the market 57
From General Agreement on Tariffs and Trade (G ATT) to
World Trade Organization (WTO) 59
The World Trade Organization 62
Tariff barriers 65
Non tariff barriers (NTBs) 65
The political environment (P) 65
Government procurement and corporate buy national policies 65
Dumping 67
Does anyone still practise unregulated free trade 68
The Triad of Europe, North America and Japan 70
Contents
Technological dimensions (T) 71
The company looks at international markets 71
International risk perception 71
Political and economic risk appreciation 73
Business Environment Risk Intelligence (BERI) 74
The country environmental temperature gradient 75
Target market selection decisions 82
International market segmentation 82
Primary sources of information 83
Secondary sources of information 84
Data interpretation problems 85
Revision questions 88
Key reading on foreign market research 89
References 91
Websites 92
3 Exporting not just for the small business 96
Why export? 96
Exporting by the risk averse 96
Denning the small business 97
Problems for small exporters 106
Perceptions of non exporting small firms 108
Identifying the exporter 110
Factors in the exporting success of small firms 112
Using networks 114
The exporting consortium alternative 116
Forming an exporting consortium 117
Attracting more small firms into exporting 118
Improving the trading environment 118
Simplifying trading operations 119
Revision questions 120
References 121 ;
Web sites 122 j
4 Market entry modes: strategic considerations of direct vs. indirect involvement 125
Company resources and objectives 125 I
Selecting a market entry mode 126 I
The keyboard analogy 128 t
Direct exporting activities 133 I
Agents 134 j
Distributors 134
Similarities between agents and distributors 135 j
Management contracts 137
Franchising 138
Licensing 144
Screwdriver assembly operations 150
Direct investment activities 154
Wholly owned subsidiaries 154
Merger/acquisition 156
Joint venture 156
Tripartite ventures 174
Foreign market servicing strategies 174
Monitoring market entry modes 174
Relationship management and interaction theory 175
International studies related to interaction theory 180
A strategic portfolio of market entry modes 181
Conclusions 181
Revision questions 181
References 182
Web sites 184
5 International product policy considerations 188
What may sell abroad 188
Communication issues language and media 195
Modification versus standardization the issues 198
Product modification 202
Product standardization 203
Product standardization and World Product Mandates 208
Branding 213
Selecting a brand name 223
Types of branding 223
Packaging 227
Intellectual property 228
Industrial property rights 229
Compulsory licences and the abuse of patent rights: the Canadian case 230
Brand names and trademark protection 231
Brand piracy (product counterfeiting) 235
Five corporate strategies to handle counterfeiting 238
Distribution of counterfeit goods 238
Parallel or grey exporting 239
After sales expectations and service 239
Appendix: Dilmah and the history of Ceylon tea 240
Revision questions 246
References 246
Web sites 248
6 Pricing, credit and terms of doing business 252
Domestic and international price setting 252
Consumer sensitivity to pricing 256
A multi stage approach to pricing 256
International price standardization 256
Parallel or grey exporting 259
Export market overheads 264
Export quotation terms 266
Foreign currency invoicing and financing 269
Methods of payment 272
Payment in advance 272
Open account 272
Bills of exchange 272
Letter of credit 272
Leasing 273
Bonding 273
Discounting and factoring 274
Forfaiting 274
Countertrade (CT) 275
Bilateral trading clearing account 277
Bartering 277
Switch trading or triangular trade 278
Escrow account trading 278
Evidence accounts 278
Compensation trading 278
Buyback 278
Parallel trading (or counterpurchase) 278
; Industrial offset trading 279
Swap trading 279
Transfer pricing 279
Conspiracy to fix prices 281
vjjj Contents
Cartels 283
Revision questions 284
References zo*
Web sites 285
7 Strategic international logistical and distribution decisions 287
Natural channels of distribution 287
Distribution channels in the Information Age 287
Virtual value chain vs. physical value chain 288
. 988
Logistics zo°
Movement of goods across frontiers 289
Marketing logistics 292
Trade procedures and documentation 293
INCOTERMS1990 293
Distribution efficiency and the national environment 294
Changing customer perceptions 298
Marketing intermediaries 298
Identifying marketing intermediaries 300
Parallel or grey exporting 301
Freeports 304
The freeport advantage 305
Distribution in the PLC stages 306
Revision questions 308
References 308
Websites 309
8 Promotion within the foreign market 313
The many facets of promotion 314
Personal selling 314
Exhibitions and trade fairs 314
Public relations/publicity 315
Sales promotion 318
Above and below the line 318
Advertising 318
Pull and push strategies 319
The communications process 320
Advertising the global situation 323
Campaign transferability 327 f
Multinational advertising agencies 332 j
Advertising agency usage criteria 333 }
Multinational client/agency relationships 333 t
The organizational structure adopted by agencies and clients in global campaigns 333 ¦
Links with the lead agency 334 }
Links with the official agency head offices 335
The agency client link 335
Links within the client s organization 335
Reasons behind the mirroring effect 335
Media availability 336
Pan European research: readership data 336
Advertising standardization versus local adaptation 337
Newspapers 337
Periodicals 337
The cinema 338
Television 339
Radio 340
Posters 340
Leaflets 340
Point of sale materials 340
Directmail 340
Trade fairs and exhibitions 340
Contents ,x
Substantiating advertising claims 341
Product restrictions 342
Balancing information and emotional appeal 342
Use of language 344
Vulnerable groups 345
Legal action 345
Penalties 345
Develop self discipline 346
Revision questions 346
References 347
Web sites 348
9 International marketing planning: reviewing, appraising and implementing 352
The international marketing plan 352
The limits of standardization 361
Market concentration or market spreading? 362
Planning and Third World markets 364
Responses to irregular payments (did someone say bribery or corruption?) 367
Organizational development to meet market trends 373
Type A the direct type 373
Type B the geographical type 374
Type C the product type 374
Type D the matrix type 374
Type E the project type 374
Type F the mixed structure 374
Williamson s six way classification scheme for company organization 375
Divisionalization . 379
Hierarchy in the organizational framework 379
Bounded rationality 379
Opportunism 379
Uncertainty 379
Small numbers 379
Information impactedness 379
Atmosphere 379
Alternative organizational patterns 384
Relevant control systems 385
The Boston Consulting Group (BCG) product portfolio matrix 385
PIMS database 388
Revision questions 389
References 389
Web sites 391
10 Marketing in Europe 392
Background 393
Historical background 394
Economic size and potential of the Community 396
Marketing by population concentration: the Golden Triangle 398
Regional variation within the Community 399
European Union social policy 399
European Union regional policy 400
Decision making bodies 401
A market without frontiers 408
Harmonization measures for internal trade 408
Harmonization: the common commercial policy 412
r Single Administrative Document 412
| TARIC customs tariff 413
I Patents, trademarks and standards 413
Competition policy within the EU 413
Common Agricultural Policy (CAP) 415
x Contents
The Euro currency 417
Financial and technical co operation 420
Stabilization of export earnings 420
Industrial and agricultural co operation 421
Institutions 421
Japan and the EU 424
US and the EU 425
Postscript 426
European Economic Area (EEA) 427
Marketing in Central and Eastern Europe 427
Background to the political and economic changes 427
Structural economic change 429
Doing business in Central and Eastern Europe 430
Postscript 436
Revision questions 437
References 438
Web sites 439
11 Marketing in the Pacific Rim 442
APEC and the economic potential of the region 442
China 442
Currency 443
Guanxi 443
Chinese communism and the fall of Soviet communism 443
Economic background to the world s largest market 446
Trading with a decentralizing planned economy 447
Market information 455
Intellectual property protection 455
The Chinese market 455
Special Economic Zones (SEZ) 458
Economic and Technical Development Zones (ETDZ) 459
Chinese foreign investment 460
Investing in a joint venture project 460
Wholly Foreign Owned Enterprises (WFOE) 463
Joint venture dissolution 464
The future 464
Japan 464
Japan in the world economy 464
Reasons for the Japanese moving into foreign markets 466
Economic and social background 467
Shinto 468
Buddhism 468
Christianity and new religions 468
Coming to terms with Japanese growth 468
The Sogo Shosa: Japanese international trading companies 470
Imports into Japan 472
Tariffs 472
Duty assessment 472
Internal taxes 472
Import documentation 472
Transit and bond 472
Distribution in Japan 474
Japanese expectations of suppliers 475
The Japanese consumer 480
Product testing for imports 481
Market prospects for exports to Japan 481
Advertising in Japan 482
Innovation and product development 483
Trademarks and industrial property rights 483
contents xi
Licensing 484
Foreign investment in Japan 484
Foreign direct investment 484
Joint ventures 485
Strategic business alliances: a better alternative to protectionism 485
The potential for industrial co operation 487
Pressures on the Japanese financial system 487
The services sector 488
Revision questions 488
References 489
Web sites 491
Index 497
|
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| spelling | Paliwoda, Stanley J. 1948- Verfasser (DE-588)170083470 aut International marketing Stanley J. Paliwoda ; Michael J. Thomas 3. ed. Oxford u.a. Butterworth-Heinemann 1998 XVIII, 506 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 Thomas, Michael J. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008415947&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | International marketing |
| title_auth | International marketing |
| title_exact_search | International marketing |
| title_full | International marketing Stanley J. Paliwoda ; Michael J. Thomas |
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| title_full_unstemmed | International marketing Stanley J. Paliwoda ; Michael J. Thomas |
| title_short | International marketing |
| title_sort | international marketing |
| topic | Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Export marketing Internationales Marketing |
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