Verfügbarkeit: International marketing

International marketing:

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Bibliographische Detailangaben
Hauptverfasser:	Terpstra, Vern (VerfasserIn), Sarathy, Ravi (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Fort Worth [u.a.] Dryden Press 2000
Ausgabe:	8. ed.
Schlagworte:	Internationale marketing Export marketing > Management Internationales Marketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXV, 753 S. Ill., graph. Darst., Kt. 1 Kt.
ISBN:	0030211123

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MARC


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Datensatz im Suchindex

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adam_text	Brief Contents Part One The International Environment 1 Chapter 1 Introduction: The Concept of Global Marketing 3 Chapter 2 Economic Environment: The World Economy 33 Chapter 3 Economic Environment: The Foreign Economies 63 Chapter 4 Cultural Environment: The People of the World 89 Chapter 5 The Political Legal Environment 119 Part Two International Marketing Management 151 Chapter 6 Global Marketing Strategy 153 Chapter 7 International Marketing Intelligence 211 Chapter 8 International Product Policy: The Basic Product and Its Attributes 251 Chapter 9 International Product Policy: New Product Development and Product Line Policies 297 Chapter 10 Distribution: Foreign Market Entry 373 Chapter 11 Distribution: Foreign Market Channels and Global Logistics 411 Chapter 12 International Promotion: Advertising 447 Chapter 13 International Promotion: Other Factors 483 Chapter 14 Pricing in International Marketing: I 521 Chapter 15 Pricing in International Marketing: II 555 Chapter 16 International Marketing of Services 585 Part Three Coordinating International Marketing 633 Chapter 17 Planning, Organizing, and Control of International Marketing 635 Chapter 18 Information Technology: The Internet and International Marketing 677 Chapter 19 The Future of International Marketing 707 Credits 735 Name and Company Index 737 Subject Index 745 xi Brief Contents Part One The International Environment 1 Chapter 1 Introduction: The Concept of Global Marketing 3 Chapter 2 Economic Environment: The World Economy 33 Chapter 3 Economic Environment: The Foreign Economies 63 Chapter 4 Cultural Environment: The People of the World 89 Chapter 5 The Political Legal Environment 119 Part Two International Marketing Management 151 Chapter 6 Global Marketing Strategy 153 Chapter 7 International Marketing Intelligence 211 Chapter 8 International Product Policy: The Basic Product and Its Attributes 251 Chapter 9 International Product Policy: New Product Development and Product Line Policies 297 Chapter 10 Distribution: Foreign Market Entry 373 Chapter 11 Distribution: Foreign Market Channels and Global Logistics 411 Chapter 12 International Promotion: Advertising 447 Chapter 13 International Promotion: Other Factors 483 Chapter 14 Pricing in International Marketing: I 521 Chapter 15 Pricing in International Marketing: II 555 Chapter 16 International Marketing of Services 585 Part Three Coordinating International Marketing 633 Chapter 17 Planning, Organizing, and Control of International Marketing 635 Chapter 18 Information Technology: The Internet and International Marketing 677 Chapter 19 The Future of International Marketing 707 Credits 735 Name and Company Index 737 Subject Index 745 Contents Part One The International Environment 1 Chapter 1: Introduction: The Concept of Global Marketing 3 International Marketing: A Closer Look 4 Identifying Global Customer Needs 4 Satisfying Global Customers 5 Being Better Than the Competition 5 Coordinating Marketing Activities 6 Recognizing the Constraints of the Global Environment 6 International Marketing Management 7 The Global Marketplace 8 Nintendo in America 8 Disney with a Foreign Accent 10 You See the Nicest People on Japanese Motorbikes 12 Profiting from the Newly Rich 13 Global Marketing Box: Dolls for Chinese Children 14 Korean Furs (for Less) 14 Where die Buyers Are 15 Where die Ideas Are 15 Global Marketing Box: Exporting Lumber to Japan 16 How the World Would Like to Smell 16 Risks and Differences of Foreign Markets: Russia 16 Grohe Faucets: When Exports and a Strong Currency Do Not Mix 17 Piracy Lives On! 18 Learning from the Examples 18 The U.S. Firm in die Global Marketplace 19 Export Sales and Sales from Foreign Subsidiaries 19 Importance of Foreign Direct Investment (FDI) 20 International Marketing: The Trade Barrier of die Mind 21 Global Marketing Box: Lego and Strategic Adaptation 22 The Approach of this Book 22 Part 1: International Environment (Chapters 1 5) 23 Part 2: International Marketing Management (Chapters 6 16) 23 Part 3: Coordinating International Marketing (Chapters 17 19) 23 Case 1.1 Agro Industria Exportadora SA. (AI) 26 Case 1.2 Commodore International 29 Chapter 2: Economic Environment: The World Economy 33 Nation Trades with Nation 34 A Picture of World Trade 35 Global Marketing Box: Component Network for Ford Escort—Europe 36 Composition of World Trade 36 Global Marketing Box: Services Also Travel Abroad 37 Patterns of World Trade 37 International Trade Theory 38 viii Balance of Payments 41 Commercial Policy 44 Other Dimensions and Institutions in the World Economy 46 GATT WTO 46 Global Marketing Box: The Anti dumping Weapon of the Steel Industry 47 UNCTAD 47 Global Marketing Box: Some WTO Committees and Working Groups 48 WTO, UNCTAD, and the Firm 48 The New Eastern Europe 49 The Big Emerging Markets (BEMs) 50 Global Marketing Box: Eastern Europe: Commerce Opens for BISNIS 51 Regional Economic Integration 51 Global Marketing Box: Mercosur Marches On 55 j International Financial System 56 Global Marketing Box: Facing the Mexican Peso Crisis 57 The United States in the World Economy 58 Case 2.1 Foreign Exchange Rates 61 Case 2.2 U.S. Pharmaceuticals, Inc. (A) 61 Chapter 3: Economic Environment: The Foreign Economies 63 ! Size of the Market 64 Population 64 Global Marketing Box: Whirlpool Discovers China 66 Income 67 Global Marketing Box: Population Growth: Promise or Peril? 68 Gross National Product (GNP) 71 Nature of the Economy 71 Global Marketing Box: World Bank Economic Groups 72 Physical Endowment 74 Nature of Economic Activity 75 Infrastructure of the Nation 76 Urbanization 78 Global Marketing Box: Avon in the Amazon 79 Other Characteristics of Foreign Economies 81 Case 3.1 American Mining Machinery, Inc. 86 Case 3.2 Medical Specialties, Inc. 86 Case 3.3 Unicola 87 Chapter 4: The Cultural Environment: The People of the World 89 What Is Culture? 90 Cultural Analysis in U.S. Marketing 90 Global Marketing Box: Culture Shapes Foreign Marketing 91 Elements of Culture 91 Material Culture 91 Technology and Material Culture 91 Material Culture as a Constraint 92 Global Marketing Box: Material Culture Matters 94 Language 94 Language as a Cultural Mirror 95 Language as a Problem 97 Global Marketing Box: English in Japan 98 Aesthetics 98 Design 99 Color 99 Music 99 Brand Names 100 Education 100 International Differences in Education 100 Education and International Marketing 101 Religion 102 Animism or Nonliterate Religion 102 Hinduism 103 Buddhism 103 Islam 104 Japan: Shinto, Buddhist, and Confucianist 105 Christianity 106 Global Marketing Box: Shinto in Japan 107 Religion and the Economy 107 Attitudes and Values 108 Marketing Activities 108 Global Marketing Box: Marketers Get Religion 109 Wealth, Material Gain, and Acquisition 109 Change 109 Risk Taking 110 Consumer Behavior 110 Social Organization 110 Kinship 110 Common Territory 111 Special Interest Group 111 Other Kinds of Social Organization 111 Global Marketing Box: Are Teens the First Truly Global Consumers? 112 Cultural Variables and Marketing Management 112 Case 4.1 Bottled Spirits 115 Case 4.2 Foremost Dairy in Thailand 115 Case 4.3 An American Firm Wins Big in Japan 116 Chapter 5: The Political Legal Environment 119 The Political Environment 120 Host Country Political Environment 120 External Factors 122 Company Factors 122 Global Marketing Box: Kidnapping as a Political Risk: A Japanese Example 123 International Political Environment 124 Home Country Political Environment 125 Global Marketing Box: U.S. Government: Friend or Foe? 126 The Legal Environment 126 U.S. Law and International Marketing 126 International Law and International Marketing 130 Global Marketing Box: Baxter s Boycott Caper 131 Global Marketing Box: WTO Dispute Settlement Active Panels—1998 132 Global Marketing Box: Pirates Still at Large 135 Foreign Laws and International Marketing 137 Global Marketing Box: Disney as Cop 138 The Firm in the International Legal Environment 140 Global Marketing Box: In Ecuador, Breaking Up Is Hard to Do 141 The Marketer Is Not a Lawyer 143 Case 5.1 The Political Legal Environment of Cigarette Marketing 146 Case 5.2 U.S. Pharmaceuticals, Inc. (B) 149 Part Two International Marketing Management 151 Chapter 6: Global Marketing Strategy 153 Marketing and Its Links to Global Strategy 154 i Global Strategy: A Framework 154 ; Global Strategy and the Product Line 155 Global Marketing Box: China: The Market at the End of the Rainbow 156 Product Line Strategy for Individual Country Markets 157 Global Marketing Box: Competitiveness in the Global Automobile Industry 159 Competitive Advantage 160 ! The Basic Questions: Which Activities and Where? 162 Global Marketing Box: Marzotto s Global Growth 163 Environmental Change and Value Added Choices 164 j Configuration and Coordination of the Value Added Chain 165 Why Should Firms Think Globally? 166 Global Markets 167 Global Technology Markets 168 Global Production Resources 168 Global Competition 168 Global Customers 169 i Government Actions 170 ! Corporate Goals and Global Strategy 170 Modes of Global Competition 171 Where Do Global Competitors Come From? 172 Assessing Global Competition 172 Global Marketing Box: Whirlpool in Europe 173 Impact of Government Actions on Strategy 173 Global Marketing Strategies 175 Impact of Differences among National Markets 175 Some Adaptation Is Necessary 176 The Global Marketing System 176 Coordinating the Global Marketing System 177 Targeting Individual Country Markets 177 Corporate Goals and Choice of Markets 178 Market Positioning in the Triad Economies 179 Global Marketing Box: Philips and the Value Chain 180 Responding to Regional Integration 180 Marketing to Japan 182 Strategy in the Global Automobile Industry 182 The Global PC Market 186 Global Marketing Box: Apple and the PC Industry 188 Case 6.1 Windmere Corporation 194 Case 6.2 A. L. Labs, Inc. 198 Case 6.3 Indorayon 201 Chapter 7: International Marketing Intelligence 211 Breadth of the Task 212 What Information Is Needed? 212 The Information Provided by Marketing Research 213 Marketing Environment 213 Competition 214 Users of the Product 215 Marketing Mix 215 Firm Specific Historical Data 216 Problems in International Marketing Research 217 Other Research Techniques to Use in Developing Countries 223 Analyses of Demand Patterns 223 Multiple Factor Indexes 223 Estimation by Analogy 223 Using Long Term Trend Data to Estimate Market Size 224 Repression Analysis 225 Comparative Analysis 226 Cluster Analysis 227 Screening Potential International Markets 229 Gap Analysis 230 Input Output Tables 230 Information Sought by Marketing Research Professionals 231 Going beyond Market Demand: Cost and Technology Trends 231 Global Marketing Box: Where Are All die Young Uns 232 Information Sources for International Marketing 232 U.S. Government Department of Commerce 232 Other Government Departments 233 Other Governments 233 International Organizations 233 Global Marketing Box: The National Trade Data Bank: Marketing Information for Exporters 234 On Line Databases 235 Other Sources of Information 235 The Company s In House Expertise 238 Information for Sale 238 Marketing Research Models 239 Modeling Consumer Behavior 239 Household Buying Behavior 239 Country of Origin Effects 240 Religiosity and Consumer Behavior 242 Case 7.1 The Indian Automobile Industry, 1995 246 Case 7.2 Whirlpool: The European Market 248 Chapter 8: International Product Policy: The Basic Product and Its Attributes 251 What to Sell Abroad: Product Policy for International Markets 252 Swatch: An Example of Successful Global Standardization 252 Adaptation versus Standardization of the Product 252 Factors Encouraging Standardization 253 Factors Encouraging Adaptation 256 Adaptation in an Industrial Product Setting 259 Principles for Product Adaptation 259 Global Marketing Box: Food Products for the Japanese Market 261 Product Attributes in International Markets 261 Brands and Trademarks 261 Global Marketing Box: Gillette: Building and Maintaining Product and Brand Leadership 264 Branding 264 Brand Extensions 265 Brand Protection: When and Where? 267 Product Piracy and Counterfeiting 267 Global Marketing Box: Protecting Brand Names and Trademarks 268 Protecting Brand Names 268 Private Branding 269 Private Brands and Original Equipment Manufacturer (OEM) Sales 271 Country of Origin Effect 272 [ Product Standards 272 Product Policy and International Competition 274 Customer Satisfaction and Loyalty 274 Mode of Entry and New Product Success 275 IKEA: Integrated Strategy for New Product Launch across Multiple Markets 277 Packaging and Labeling 278 Packaging 278 Labeling 279 Global Marketing Box: Establishing New Product Standards 280 Warranty and Service Policies 280 ; Standardization 280 i Localization 281 j After Sales Service 281 5 Segmentation across National Markets 282 Alternatives to Direct Entry: Franchising Abroad 282 Global Marketing Box: Franchising 284 Case 8.1 IKEA 291 Case 8.2 Domino s Pizza in Japan 293 Chapter 9: International Product Policy: New Product Development and Product ; Line Policies 297 New Product Development 298 Importance of Consumer Needs 298 Products for Foreign Markets: A Conceptual Framework 298 Adoption and Diffusion of New Products 298 Product Development 299 Global Marketing Box: Can Rain Forests Help Develop New Products? 302 Japanese Approaches 306 Japanese New Car Development 306 Canon and the Personal Copier 306 Supplier Relationships 308 Role of Global Sourcing 308 Location of Product Development for Global Markets 310 Benefits of Decentralized Product Development 311 Local Market Needs 311 Other Local Market Considerations 311 Cooperation in Developing Products 312 Incremental Innovation 313 Global Marketing Box: Developing Multiple New High Technology Products: Sony s Approach 314 Product Testing 314 Role of Acquisitions and Divestments 315 L Oreal s Entry into U.S. Mass Cosmetics Market 315 Acquisitions to Extend Geographic Reach 316 Product Line Diversification 317 Disregarding the Rules 317 Refocusing and the Value Chain 318 Global Marketing Box: New Product Directions at Samsung 319 Product Line Success and Downstream Value Activities 319 Product Line Extensions 319 Competitive Influences on the Product Line 320 Other Influences on the Product Line 321 Impact of Method of Entry 323 Divestment within a Product Line 323 Banned at Home, Sold Abroad 324 Foreign Market Choice: Matching Products to Markets 325 International Product Life Cycle (IPLC) 325 Technology and the IPLC 327 Market Potential and Market Entry Decisions 328 Global Marketing Box: Cosmetics for the Russian Market 329 Global Marketing Box: Will Chilled Foods Charm U.S. Shoppers? 334 Global R D Management 335 Rationale for Global R D 336 Key Issues in Developing a Global R D Capability 337 Benchmarking Products and Performance 339 Global Marketing Box: Global R D in Emerging Markets 340 Benchmarking in the Global Auto Industry 340 Quality as a Marketing Edge: ISO 9000 341 Foxboro Seeks ISO 900 Certification 342 Case 9.1 Grand Met: The Development of World Brands 350 Case 9.2 Boeing Airbus: Competing Product Lines 353 Case 9.3 North American Watch Corporation (NAWC) 365 Chapter 10: Distribution: Foreign Market Entry 373 How to Enter Foreign Markets 374 Decision Criteria for Entry Method 374 Global Marketing Box: Entry Strategies for China 376 A Simple Decision Model 377 Indirect Exporting 378 Foreign Sales through Domestic Sales Organization 378 Export Management Companies 379 Global Marketing Box: Your Friend, the Export Management Company 381 Cooperation in Exporting 381 Direct Exporting 385 The Task of Export Management 385 Global Marketing Box: The Gold Key to Agent Distributor Selection 389 Foreign Manufacturing as Foreign Market Entry 389 Global Marketing Box: The Ten Commandments for Exporters 390 Approaches to Foreign Manufacture: Assembly 390 Contract Manufacturing 391 Licensing 392 Global Marketing Box: A Champion at Home and Abroad by Licensing 394 Joint Ventures in Foreign Markets 395 Strategic Alliances 398 Global Marketing Box: The Diaper Alliance 399 Wholly Owned Foreign Production 399 Entering Eastern European Markets 401 Conclusions on Foreign Market Entry Methods 402 Level of Involvement—A Two Way Street 403 Case 10.1 BMW: Marketing Subsidiaries in Foreign Markets 406 Case 10.2 Metro Corporation: Technology Licensing Negotiation 407 Chapter 11: Distribution: Foreign Market Channels and Global Logistics 411 Managing Foreign Distribution 412 Marketing through Distributors in Foreign Markets 412 Initial Distributor Selection 412 Distributor Agreement 413 Financial and Pricing Considerations 413 [ Marketing Support Considerations 413 j Communications 414 ! Other Considerations 414 , Global Marketing Box: Nike—Just Do It 415 t Marketing through the Firm s Own Presence 415 Wholesaling in Foreign Markets 415 Retailing in Foreign Markets 417 Global Marketing Box: Retailers Find Foreign Markets Are Different 418 Distribution Trends in World Markets 421 Global Marketing Box: Wal Mart Marches On 423 Marketing through Foreign Distribution Channels 425 International or National Patterns 425 i Direct versus Indirect Channels 426 Selective versus Intensive Distribution 427 Working with the Channel 427 Global Marketing Box: Innovators Abroad: Clinque, McDonald s, and Procter Gamble 428 Keeping Channels Up to Date 430 Logistics for International Marketing 432 Logistics within the Foreign Market 432 Multimarket Logistics 433 Global Marketing Box: Trouble on the NAFTA Highway 434 The Dynamic Environment 434 The Flexible Response 435 Management of International Logistics 435 Facilities and Technology 435 Coordination of International Logistics 438 Global Marketing Box: International Logistics at General Motors 439 Case 11.1 General Mills Looks Abroad 443 Case 11.2 Protective Devices Division 444 Chapter 12: International Promotion: Advertising 447 Constraints on International Advertising 448 Languages: The Tower of Babel 448 Role of Advertising in Society 449 Media Availability 449 Government Controls 450 Competition 450 Agency Availability 450 Global Marketing Box: Potholes and Pitfalls in International Marketing 451 Advertising Decisions Facing the International Marketer 451 Selecting the Agency 451 Global Marketing Box: Advertising Agencies: Marriage, Divorce, Living Together 453 Choosing the Advertising Message 458 Global Marketing Box: Celebrities as International Markets 461 Selecting the Media 465 Global Marketing Box: The European Air Battle 469 Setting the International Advertising Budget 470 Evaluating International Advertising Effectiveness 473 Organizing for International Advertising 473 Using Cooperative Advertising 476 Case 12.1 Nestle (A): The Case of the Dying Babies 479 Case 12.1 Appendix: Nestle s Response 480 Chapter 13: International Promotion: Other Factors 483 Personal Selling 484 National, Not International 484 Recruiting and Selecting the Sales Force 485 Training the Sales Force 486 Global Marketing Box: Personal Selling in India 487 Motivating and Compensating the Sales Force 487 Controlling the Sales Force 488 Evaluating Sales Force Performance 489 Level of Involvement and Personal Selling 489 Sales Promotion 490 Global Marketing Box: Sales Promotion Goes International 491 Marketing Mix as Promotion 491 Product 492 Distribution or Level of Involvement 493 Price and Terms 493 Global Marketing Box: Amway Goes Global 494 The Total Mix at Work 495 Special Forms of International Promotion 496 Federal Level Assistance 496 Global Marketing Box: Uncle Sam As International Marketer 497 State Level Assistance 498 International Trade Fairs 498 The Washington Representative 499 Miscellaneous Efforts 500 Global Marketing Box: Carpeting the World, Electronically 502 Global Marketing Box: The Olympics—International Marketing Tool 504 Public Relations—Corporate Communications 505 The Public Relations Task Today 506 Global Marketing Box: McDonald s in Thailand 507 Case 13.1 Nestle (B): More Trouble in the Baby Market 512 Case 13.2 Eberhard Faber s Special Forms of Promotion 514 Case 13.3 Raytheon s Offset Adventure 515 Case 13.4 Shell Meets Greenpeace 516 Case 13.5 Marketers Can t Ignore New Ethics Issue 518 Chapter 14: Pricing in International Marketing: I 521 Factors in International Pricing 522 Price, Competition, and Strategic Objectives 522 Consumer s Ability to Buy 524 Target Pricing and Product Development 524 Price in Relation to a Firm s Costs and Profit Goals 525 Price and the Product Line 525 Price Bundling in the Software Industry 525 Price and Flexible Service Offerings 526 Export Pricing and Terms 527 Export Prices in Relation to Domestic Prices 527 Price Escalation in Exporting 528 Impact of Exchange Rate Fluctuations 529 Global Marketing Box: Using European Currency Units to Reduce Foreign Exchange Risk 531 Export Price Quotations 531 Export Price Quotations Denned 533 Raising Prices Because of Exchange Rate Changes 533 Strategies for Coping with Foreign Exchange Risk 534 Options for Realizing Foreign Exchange Receivables 538 I Export Credit and Terms 539 ! Financing International Sales: A Component of International Pricing 540 Transfer Pricing in International Marketing 542 Global Marketing Box: Transfer Pricing at Hewlett Packard 543 j Global Marketing Box: Tuna Prices in Japan: Price and Value 544 i The Tax Authority s Interest 545 j Case 14.1 Subaru of America 549 Case 14.2 Federal Cash Registers: Price Competition Overseas 552 Chapter 15: Pricing in International Marketing: II 555 Foreign Market Pricing 556 Foreign Market Variables 556 Demand 558 Pressures for Uniform Pricing in International Markets 563 Global Marketing Box: The Influence of Competition on Pricing 564 International Competition and Price Cutting Pressures 565 Price Pressure and the Need to Cut Costs 566 Pricing Implications of International Manufacturing Decisions 567 Product Redesign and Pricing Implications 568 Gray Markets 569 Strategies for Foreign Market Pricing 570 Countertrade 570 Creativity in Countertrade 572 Leasing in International Markets 575 Pricing Coordination in International Marketing 577 Control Techniques 577 Global Marketing Box: Drug Pricing and Social Pressures 578 Case 15.1 Alimentaires de Barria S.A.: Operating in an Inflationary Economy 582 Chapter 16: International Marketing of Services 585 Services: How Are They Different from Products? 586 Intangibility 587 Heterogeneity 587 Perishability 588 Simultaneous Production and Consumption 589 Pricing Services 589 Measuring Service Quality 589 Global Marketing Box: McDonald s in Hungary and Russia 590 Importance of Customer Loyalty to Services 590 Additional Decision Areas 590 Advertising 590 Organization 591 Cultural Variables 591 Comparative Advantage and the Service Industries 592 Labor 592 Capital 592 Technology 592 Transfer of Information, Technology, Capital, and People 593 Other Bases for Comparative Advantage 593 Sustainable Competitive Advantage in Services 594 Government Intervention in the Trade in Services 594 Global Marketing Box: Selling Telecommunications in China 596 Fair Trade in Services: The Uruguay Round 596 Global Media and the Entertainment Industry 597 European Media Environment 597 Satellite TV and a Pan European Audience 598 Satellite TV and Cable TV in Asia 599 Entertainment Industry Economics 599 Global Mergers in die Media Industry 600 Cable TV 602 Sports 602 Music 603 European Trade Barriers in Entertainment 603 Future Oudook for Globalization of Media and die Entertainment Industry 603 International Airline Industry 604 International Professional Services 605 Global Marketing Box: Globalizing Services: Federal Express 606 International Retailing 606 The Changing Face of Retailing 606 Entering the Japanese Retail Industry 608 Direct Mail Selling to Japan 609 International Hotel Industry 610 International Financial Services 610 The International Credit Card Market 611 International Investment Banking 612 International Insurance Markets 613 Odier Opportunities in International Services 614 Marketing Services Overseas: What Have We Learned? 615 Global Marketing Box: Designing Golf Courses for Southeast Asia 616 Case 16.1 Baseball: The Japanese Game 622 Case 16.2 Sony Corp 624 Case 16.3 Sony in 1996 626 Case 16.4 Enron: Supplying Electric Power in India 629 Part Three Coordinating International Marketing 633 Chapter 17: Planning, Organization, and Control of International Marketing 635 Planning for Global Marketing 636 Developing Plans for Individual Markets 636 Stages in the Planning Calendar 637 Adapting Plans to Individual Countries 637 Division of Labor in International Planning 638 International Coordination of National Plans 638 Comparative Analysis for International Planning 639 Global Marketing Box: Long Range Scenario Building at Shell and at the Salim Group 640 Long Range Planning 640 Responding to Competition: Strategic Alliances 641 Organizing for Global Marketing 644 Global Marketing Box: Internationalizing the Company: Staffing Issues 646 Approaches to Organizing International Operations 646 The International Division 646 The Matrix Organization 650 Examples of Global Organization 651 Global Marketing Box: Bringing Global Vision into the Company 653 Global Marketing Box: Reorganization at Square D Company and Ciba Geigy 654 What Role Should Headquarters Play? 657 The Country Manager 657 j Forming Industrywide Webs : Going beyond a Company s Organizational j Boundaries 659 j Implementation and Organization 660 Regional Headquarters: A Halfway House 661 Conclusions on Organizational Structure 661 Controlling International Marketing 662 Special Measurement Techniques 663 Organization 663 Budget 663 Subsidiaries as Profit Centers 664 Information Systems for Control 664 Case 17.1 Pall Corporation 670 Case 17.2 Catalina lighting: Quality Lighting at Very Affordable Prices 672 Chapter 18: Information Technology: The Internet and International Marketing 677 Global Linkages 678 Global Networks: A Conceptual Framework 681 Linkages with Customers 681 Virtual Shopping Environments and Experiments 684 On Line and Internet Based Shopping 685 The Internet s Impact on Marketing 685 Customization 689 What Are Some Key Steps in Developing an Information Based Mass Customization Approach? 689 Examples of Global Customer Linkages 690 K Line: Shipping Freight for Customers 691 Linkages with Suppliers 693 Examples of Global Supplier Linkages 694 Mast Industries 694 Texas Instruments 695 Benetton 695 Information Technology and the Obsolete Inventory Problem 696 Subsidiary Linkages: Sales Force, Distribution, Service 698 Global Networks and Management Control Issues 699 Technological Issues in Developing Global Networks 701 Chapter 19: The Future of International Marketing 707 Global Customers and Global Markets 708 The Japanese Opportunity 708 Japan s Neighbors 708 The Opportunities of European Union 709 Liberalization in Eastern Europe 709 Global Trends 710 Global Markets, but Distinct Markets 710 More Customers for New Products 710 Services 711 The Infrastructure Projects Market 711 How Is Global Competition Evolving? 712 Technology in the Global Marketplace 712 Environmental Factors Affecting Global Competition 713 How Can the Firm Gain an Edge in Global Markets? 713 The Strategic Challenge of European Union 714 Future Strategic Areas of Prime Importance 714 Marketing 716 Organization 717 Control 717 Global Information Systems 718 The Green Consumer 718 The Aging Consumer 720 Women in International Marketing 720 Ethical Considerations in International Marketing 721 Case 19.1 Gucci 724 Credits 735 Name and Company Index 737 Subject Index 745
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author	Terpstra, Vern Sarathy, Ravi
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illustrated	Illustrated
indexdate	2024-07-09T18:37:55Z
institution	BVB
isbn	0030211123
language	English
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physical	XXV, 753 S. Ill., graph. Darst., Kt. 1 Kt.
publishDate	2000
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spelling	Terpstra, Vern Verfasser aut International marketing Vern Terpstra ; Ravi Sarathy 8. ed. Fort Worth [u.a.] Dryden Press 2000 XXV, 753 S. Ill., graph. Darst., Kt. 1 Kt. txt rdacontent n rdamedia nc rdacarrier Internationale marketing gtt Export marketing -- Management Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 Sarathy, Ravi Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008876465&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Terpstra, Vern Sarathy, Ravi International marketing Internationale marketing gtt Export 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	Internationale marketing gtt Export marketing -- Management Internationales Marketing (DE-588)4125431-4 gnd
topic_facet	Internationale marketing Export marketing -- Management Internationales Marketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008876465&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT terpstravern internationalmarketing AT sarathyravi internationalmarketing

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