International marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mason, Ohio
Thomson
2004
|
| Ausgabe: | 7. ed., internat. student ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | getr. Zählung Ill., graph. Darst., Kt. |
| ISBN: | 0324190468 0324282893 |
Internformat
MARC
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| 100 | 1 | |a Czinkota, Michael R. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a International marketing |c Michael R. Czinkota, Ilkka A. Ronkainen |
| 250 | |a 7. ed., internat. student ed. | ||
| 264 | 1 | |a Mason, Ohio |b Thomson |c 2004 | |
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Datensatz im Suchindex
| _version_ | 1804132784770383872 |
|---|---|
| adam_text | Preface iv
Acknowledgments x
About the Authors xii
Part One
The International Environment
Chapter I The International Marketing Imperative 2
Chapter 2 International Trade Institutions and Trade Policy 30
Chapter 3 The Cultural Environment 56
Chapter 4 The Economic Environment 88
Chapter 5 The International Political and Legal Environment 130
Cases Trick or Treat? Costume Market in Horror as Halloween
Approaches 157
A Presidential Proclamation on Steel 161
Car Financing in China 167
IKEA in the USA 174
Renaming the Vietnamese Catfish 179
Video Case Equal Exchange Strives for Equality through Fair Trade 182
Pant Two
Beginning International Marketing Activities
Chapter 6 Building the Knowledge Base 186
Chapter 7 Exporting, Licensing, and Franchising 224
Chapter 8 Product Adaptation 246
Chapter 9 Export Pricing Strategies 272
Chapter 10 International Communications 304
Chapter 11 Channels and Distribution Strategies 332
Cases Exports of Tobacco 368
Damar International 374
Water from Iceland 376
Joemarin Oy 381
The Gray Ferrari 386
Video Cases Global Vendor Relations at Pier I Imports 389
Lakewood Chopsticks Exports 391
Brief Contents
Pant Three
Global Marketing Management
Chapter 12 Global Strategic Planning 396
Chapter 13 Global Market Expansion 420
Chapter 14 Product and Brand Management 438
Chapter 15 Services Marketing 464
Chapter 16 Global Pricing Strategies 484
Chapter 17 Logistics and Supply Chain Management 508
Chapter 18 Global Promotional Strategies 536
Chapter 19 Marketing Organization, Implementation, and Control 568
Chapter 20 The Future 598
Cases Chupa Chups Vending: Choose Your Flavor 627
Nova Scotia 634
Customer Service Online: The HP DesignJet 639
The F 18 Hornet Offset 647
Kadimi Group of Companies (India): Exports 654
Parker Pen Company 659
Video Case Whirlpool and the Global Appliance Industry 663
References
Glossary
Index
Preface iv
Acknowledgments x
About the Authors xii
Pant One
The International Environment
Chapter I The International Marketing Imperative 2
The International Marketplace I.I: The Two Sides of International
Marketing 3
What International Marketing Is 4 I
The Importance of World Trade 5
Global Linkages 6
The International Marketplace 1.2: Some Thoughts on Basketball
Competitiveness 7 ]
Domestic Policy Repercussions 8
The International Marketplace 1.3: International Marketing: Bringing
Peace, Fighting Terrorism 10
Opportunities and Challenges in International Marketing 10
The Goals of This Book 14
Summary 15
Key Terms 15
Questions for Discussion 15
Internet Exercises 16 :
Appendix A: Basics of Marketing 17
Strategic Marketing 17
Target Market Selection 17
Marketing Management 19
The Marketing Process 19
Key Terms 20
Appendix B: Geographical Perspectives on International
Marketing 21
Location 22
Place 22
Natural Features 23
Human Features 24
Interaction 25
Movement 26
Region 28
Key Terms 29
Contents
Chapter 2 International Trade Institutions and Trade Policy 30
The International Marketplace 2.1: Who Should Regulate E Commerce? 31
The Historical Dimension 31
Global Division 33
Transnational Institutions Affecting World Trade 33
World Trade Organization (WTO) 33
International Monetary Fund (IMF) 36
World Bank 36
The International Marketplace 2.2: World Bank to the Rescue 37
Regional Institutions 37
Comparing International Trade Positions 38
A Diagnosis of the U.S. Trade Position 40
The Impact of Trade and Investment 41
The Effect of Trade 41
The Effect of International Investment 42
Policy Responses to Trade Problems 44
Restrictions of Imports 44
Export Promotion Efforts 48
A Strategic Outlook for Trade and Investment Policies 50
A U.S. Perspective 50
An International Perspective 51
The International Marketplace 2.3: A Marketing Approach to Trade 52
Summary 53
Key Terms 53
Questions for Discussion 53
Internet Exercises 53
Recommended Readings 54
Appendix A: Members of the U.S. Trade Promotion Coordination Committee
(TPCC) 55
Chapter 3 The Cultural Environment 56
The International Marketplace 3.1: Cultural Imperialism Does Not Sell in
International Markets 57
Culture Defined 59
The Elements of Culture 61
Language 61
The International Marketplace 3.2: Euroteens = U.S. Teens? 62
Nonverbal Language 64
Religion 65
Values and Attitudes 68
Manners and Customs 69
The International Marketplace 3.3: Soup: Now It s Mmmm Mmmm Global! 71
Material Elements 72
Aesthetics 73
Education 74
Social Institutions 74
Sources of Cultural Knowledge 75
Cultural Analysis 77
The Training Challenge 81
I Contents
The International Marketplace 3.4: Online Cultural Training 84
Making Culture Work for Marketing Success 84
Summary 86
Key Terms 86
Questions for Discussion 86
Internet Exercises 86
Recommended Readings 87
Chapter 4 The Economic Environment 88
The International Marketplace 4.1: Markets at the Bottom of the Income
Pyramid 89 !
Market Characteristics 94
Population 95
The International Marketplace 4.2: In Search of the New China 101
Infrastructure 106
The International Marketplace 4.3: Bringing the New Economy to New
Markets 108
Impact of the Economic Environment on Social Development 109 j
Regional Economic Integration 109 |
Levels of Economic Integration 110 j
The International Marketplace 4.4: NAFTA and Wal Mart: Reshaping the
Mexican Retail Market 118 j
Other Economic Alliances 120
Economic Integration and the International Marketer 122
Dealing with Financial Crises 124
Causes of the Crises 125
Effects of the Crises 125
Consumer and Marketer Responses 125
Summary 127
Key Terms 127
Questions for Discussion 128
Internet Exercises 128
Recommended Readings 128
Chapter 5 The International Political and Legal Environment 130
The International Marketplace 5.1: Is Your French Wine Really from Mexico? 131
Home Country Political and Legal Environment 132
Embargoes and Sanctions 132
Export Controls 135
A New Environment for Export Controls 136
The International Marketplace 5.2: Export Controls: More Harm than Good? 137
Import Controls 140
Regulation of International Business Behavior 141
Host Country Political and Legal Environment 144
Political Action and Risk 144
Legal Differences and Restraints 149
The International Marketplace 5.3: The Ehime Maru: A Clash of Two Cultures 150
Influencing Politics and Laws 151
The International Environment 153
International Politics 153
Contents
International Law 153
Summary 154
Key Terms 155
Questions for Discussion 155
Internet Exercises 155
Recommended Readings 156
Cases Trick or Treat? Costume Market in Horror as Halloween
Approaches 157
A Presidential Proclamation on Steel 161
Car Financing in China 167
IKEA in the USA 174
Renaming the Vietnamese Catfish 179
Video Case Equal Exchange Strives for Equality through Fair Trade 182
Part Two
Beginning International Marketing Activities
Chapter 6 Building the Knowledge Base 186
The International Marketplace 6.1: Welcoming China to International
Marketing Research 187
Defining the Issue 188
International and Domestic Research 188
New Parameters 188
New Environments 188
Number of Factors Involved 189
Broader Definition of Competition 189
Recognizing the Need for Research 189
The Benefits of Research 190
Determining Research Objectives 191
Going International: Exporting 191
Going International: Importing 192
Market Expansion 192
Determining Secondary Information Requirements 193
Sources of Data 193
The International Marketplace 6.2: Secondary Data Sources in Europe 194
Evaluating Data 196
Analyzing and Interpreting Secondary Data 196
Data Privacy 197
The Primary Research Process 197
Determining Information Requirements 198
Industrial versus Consumer Research 198
Determining Research Administration 198
Determining the Research Technique 202
The International Marketplace 6.3: Adapting Research Procedures to
Local Conditions 203
Designing the Survey Questionnaire 205
Developing the Sampling Plan 207
Data Collection 208
Analyzing and Interpreting Primary Data 208
Presenting Research Results 208
Follow Up and Review 208
Using Web Technology for Research 209
The International Information System 209
Environmental Scanning 210
Delphi Studies 21 I
Scenario Building 212
Summary 213
Key Terms 214
Questions for Discussion 214
Internet Exercises 214
Recommended Readings 214 I
Appendix A: Information Sources for Marketing Issues 215
Appendix B: The Structure of a Country Commercial Guide 221
Chapter 7 Exporting, Licensing, and Franchising 224 !
The International Marketplace 7.1: Tapping Global Markets through
E Commerce 225
Motivations to Internationalize 226
Proactive Motivations 227
Reactive Motivations 228
Change Agents 230
Internal Change Agents 230
The International Marketplace 7.2: An Accidental Exporter 231
External Change Agents and Export Intermediaries 232
Export Intermediaries 233
International Stages 235
Licensing and Franchising 237
Licensing 237
Assessment of Licensing 237
The International Marketplace 7.3: International Franchising That Will Melt in
Your Mouth 238
Principal Issues in Negotiating Licensing Agreements 239
Trademark Licensing 239
Franchising 240
The Internationalization Process 242
Summary 244
Key Terms 245
Questions for Discussion 245
Internet Exercises 245
Recommended Readings 245
Chapter 8 Product Adaptation 246
The International Marketplace 8.1: Europeanizing Products 247
Product Variables 248
Standardization versus Adaptation 249
Factors Affecting Adaptation 252
Contents
The Market Environment 252
Government Regulations 252
Nontariff Barriers 254
Customer Characteristics, Expectations, and Preferences 255
Economic Development 258
Competitive Offerings 259
Climate and Geography 259
Product Characteristics 259
Product Constituents 260
Branding 260
Packaging 261
The International Marketplace 8.2: When There Is More to a Name 262
Appearance 263
Method of Operation or Usage 264
Quality 264
Service 265
Country of Origin Effects 265
Company Considerations 266
Product Counterfeiting 266
The International Marketplace 8.3: The Phantom Pirates 268
Summary 270
Key Terms 270
Questions for Discussion 270
Internet Exercises 271
Recommended Readings 271
Chapter 9 Export Pricing Strategies 272
The International Marketplace 9.1: Adjusting to the Currency Squeeze 273
Price Dynamics 274
The Setting of Export Prices 276
Export Pricing Strategy 277
Export Related Costs 278
Terms of Sale 281
The International Marketplace 9.2: Penetrating Foreign Markets by Controlling
Export Transport 283
Terms of Payment 284
Getting Paid for Exports 289
The International Marketplace 9.3: Now for the Hard Part: Getting Paid for
Exports 292
Managing Foreign Exchange Risk 292
Sources of Export Financing 296
Commercial Banks 296
Forfaiting and Factoring 297
Official Trade Finance 298
Price Negotiations 299
Leasing 300
Dumping 300
Summary 302
Key Terms 302
Questions for Discussion 302
J Contents
Internet Exercises 302
Recommended Readings 303
Chapter 10 International Communications 304
The International Marketplace 10.1: The Art of Negotiation 305
The Marketing Communications Process 306
International Negotiations 308
Stages of the Negotiation Process 309
How to Negotiate in Other Countries 310
Marketing Communications Strategy 312
Communications Tools 3 16
Business/Trade Journals and Directories 316
Direct Marketing 3 18
Internet 320
Trade Shows and Missions 321
The International Marketplace 10.2: At the Fair 326
Personal Selling 326
The International Marketplace 10.3: Automating the Sales Force 329
Summary 330
Key Terms 330
Questions for Discussion 331
Internet Exercises 331
Recommended Readings 331
Chapter I I Channels and Distribution Strategies 332
The International Marketplace 11.1: Getting the Distribution Job Done in
Latin America 333
Channel Structure 334
Channel Design 336
Customer Characteristics 336
Culture 337
Competition 339
Company Objectives 340
Character 341
Capital 341
Cost 342
Coverage 342
Control 343
Continuity 344
Communication 344
Selection of Intermediaries 345
Types of Intermediaries 345
Sources for Finding Intermediaries 346
Screening Intermediaries 350
The Distributor Agreement 353
Channel Management 355
Factors in Channel Management 355
Gray Markets 357
The International Marketplace I 1.2: Country of Origin and Gray Markets 360
Termination of the Channel Relationship 361
Contents
E Commerce 363
The International Marketplace 11.3: E Commerce in Emerging Markets 365
Summary 366
Key Terms 366
Questions for Discussion 367
Internet Exercises 367
Recommended Readings 367
Cases Exports of Tobacco 368
Damar International 374
Water from Iceland 376
Joemarin Oy 381
The Gray Ferrari 386
Video Cases Global Vendor Relations at Pier I Imports 389
Lakewood Chopsticks Exports 391
Part Three Global Marketing Management
Chapter 12 Global Strategic Planning 396
The International Marketplace 12.1: Appliance Makers on a
Global Quest 397
Global Marketing 398
Globalization Drivers 399
The International Marketplace 12.2: Born Global 401
The Strategic Planning Process 403
Understanding and Adjusting the Core Strategy 403
Formulating Global Marketing Strategy 405
Global Marketing Program Development 412
Implementing Global Marketing 414
The International Marketplace 12.3: Finding the Fit Overseas 416
Summary 417
Key Terms 418
Questions for Discussion 418
Internet Exercises 418
Recommended Readings 418
Chapter 13 Global Market Expansion 420
The International Marketplace 13.1: Buying Domestic? Maybe Not 421
Foreign Direct Investment 421
Major Foreign Investors 422
Reasons for Foreign Direct Investment 422
The International Marketplace 13.2: The Chinese World Factory 426
A Perspective on Foreign Direct Investors 427
Types of Ownership 428
The International Marketplace 13.3: One Company Chooses Four Modes of
International Investment 429
Contractual Arrangements 434
Contents
Summary 435
Key Terms 436
Questions for Discussion 436
Internet Exercises 436
Recommended Readings 437
Chapter 14 Product and Brand Management 438
The International Marketplace 14.1: Anatomy of a Global Product Launch 439
Global Product Development 441
The Product Development Process 442
The Location of R D Activities 445
The International Marketplace 14.2: Centers of Excellence 447
The Organization of Global Product Development 448
The Testing of New Product Concepts 449
The Global Product Launch 450
Management of the Product and Brand Portfolio 451
Analyzing the Product Portfolio 451
Managing the Brand Portfolio 455
The International Marketplace 14.3: Development and Management of a
Global Brand 458
Summary 462
Key Terms 462
Questions for Discussion 462
Internet Exercises 463
Recommended Readings 463
Chapter 15 Services Marketing 464
The International Marketplace 15.1: A Global Service: Free Access to
Medical Journals 465
Differences between Services and Goods 465
Linkage between Services and Goods 467
Stand Alone Services 467
The Role of Services in the U.S. Economy 470
The Role of International Services in the World Economy 472
Global Transformation of Services 473
International Trade Problems in Services 474
Data Collection Problems 474
Regulation of Services Trade 475
Corporations and Involvement in International Services Marketing 476
Typical International Services 476
The International Marketplace 15.2: A New Services Industry: Finding
Basketball Players 478
Starting to Market Services Internationally 479
The International Marketplace 15.3: Accounting after Enron 480
Strategic Implications of International Services Marketing 481
Summary 482
Key Terms 483
Questions for Discussion 483
Internet Exercises 483
Recommended Readings 483
Contents
Chapter ! 6 Global Pricing Strategies 484
The International Marketplace 16.1: A Global Tax War? 485
Transfer Pricing 486
Use of Transfer Prices to Achieve Corporate Objectives 487
Transfer Pricing Challenges 488
Pricing within Individual Markets 491
Corporate Objectives 491
Costs 493
Demand and Market Factors 494
The International Marketplace 16.2: Just Do It in a Recession! 494
Market Structure and Competition 495
Environmental Constraints 496
Pricing Coordination 496
The Euro and Marketing Strategy 497
The International Marketplace 16.3: Coordinating Prices in Integrating Markets 499
Countertrade 500
Why Countertrade? 501
Types of Countertrade 502
Preparing for Countertrade 504
Summary 506
Key Terms 506
Questions for Discussion 506
Internet Exercises 506
Recommended Readings 507
Chapter 17 Logistics and Supply Chain Management 508
The International Marketplace 17.1: How Does That HP Printer Get to
Your Desk? 509
A Definition of International Logistics 509
Supply Chain Management 51 I
The Impact of International Logistics 512
The New Dimensions of International Logistics 513
International Transportation Issues 513
Transportation Infrastructure 514
Availability of Modes 514
The International Marketplace 17.2: Port Closure Hurts Production
and Produce 515
Choice of Modes 516
The International Shipment 521
Documentation 521
Assistance with International Shipments 523
International Inventory Issues 523
International Storage Issues 525
Storage Facilities 525
Foreign Trade Zones 526
International Packaging Issues 527
Management of International Logistics 529
Centralized Logistics Management 529
Decentralized Logistics Management 529
Contract Logistics 530
Contents
The Supply Chain and the Internet 530
Logistics and Security 531
Reverse Logistics 532
The International Marketplace 17.3: Happy Returns 533
Summary 533
Key Terms 534
Questions for Discussion 534
Internet Exercises 534
Recommended Readings 535
Chapter 18 Global Promotional Strategies 536
The International Marketplace 18.1: Being a Good Sport Globally 537
Planning Promotional Campaigns 538
The Target Audience 538
Campaign Objectives 540
The Budget 540
Media Strategy 541
The International Marketplace 18.2: The World Wants Its MTV! 547
The Promotional Message 548
The Campaign Approach 553
Measurement of Advertising Effectiveness 558
Other Promotional Elements 558
Personal Selling 558
Sales Promotion 559
Public Relations 562
Sponsorship Marketing 564
The International Marketplace 18.3: Expanding the Social Vision: Global
Community Relations 565
Summary 566
Key Terms 567
Questions for Discussion 567
Internet Exercises 567
Recommended Readings 567
Chapter 19 Marketing Organization, Implementation, and
Control 568
The International Marketplace 19.1: Procter Gamble: Organization 2005 569
Organizational Structure 570
Organizational Designs 571
Implementation 581
Locus of Decision Making 581
Factors Affecting Structure and Decision Making 582
The Networked Global Organization 583
Promoting Internal Cooperation 584
The International Marketplace 19.2: Characteristics of Success 587
The Role of Country Organizations 588
Control 589
Types of Controls 590
The International Marketplace 19.3: International Best Practice Exchange 591
Contents
Exercising Control 594
Summary 595
Key Terms 596
Questions for Discussion 596
Internet Exercises 596
Recommended Readings 596
Chapter 20 The Future 598
The International Marketplace 20.1: Marketing Overseas—Excellent for
Career Advancement 599
The International Marketing Environment 600
The Political Environment 600
The International Marketplace 20.2: The Future of East Asian Integration 603
The International Financial Environment 603
Population Patterns 604
The International Marketplace 20.3: Migration: A Double Blessing 605
The Technological Environment 607
The Trade Framework 608
Governmental Policy 609
The Future of International Marketing Management 610
International Planning and Research 612
Product and Production Policy 613
International Communications 616
Distribution and Logistics Strategies 616
International Pricing 617
Careers in International Marketing 618
Further Training 618
Employment with a Large Firm 618
Employment with a Small or Medium Sized Firm 623
Self Employment 623
Opportunities for Women in Global Firms 623
Summary 625
Key Terms 625
Questions for Discussion 625
Internet Exercises 626
Recommended Readings 626
Cases Chupa Chups Vending: Choose Your Flavor 627
Nova Scotia 634
Customer Service Online: The HP DesignJet 639
The F 18 Hornet Offset 647
Kadimi Group of Companies (India): Exports 654
Parker Pen Company 659
Video Case Whirlpool and the Global Appliance Industry 663
References
Glossary
Index
|
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| dewey-sort | 3658.84 |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T19:58:20Z |
| institution | BVB |
| isbn | 0324190468 0324282893 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-012817545 |
| oclc_num | 249077254 |
| open_access_boolean | |
| owner | DE-573 DE-703 DE-522 |
| owner_facet | DE-573 DE-703 DE-522 |
| physical | getr. Zählung Ill., graph. Darst., Kt. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Thomson |
| record_format | marc |
| spelling | Czinkota, Michael R. Verfasser aut International marketing Michael R. Czinkota, Ilkka A. Ronkainen 7. ed., internat. student ed. Mason, Ohio Thomson 2004 getr. Zählung Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Internationales Marketing Export marketing Internationales Marketing (DE-588)4125431-4 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Internationales Marketing (DE-588)4125431-4 s DE-604 Ronkainen, Ilkka A. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012817545&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Czinkota, Michael R. Ronkainen, Ilkka A. International marketing Internationales Marketing Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4151278-9 |
| title | International marketing |
| title_auth | International marketing |
| title_exact_search | International marketing |
| title_full | International marketing Michael R. Czinkota, Ilkka A. Ronkainen |
| title_fullStr | International marketing Michael R. Czinkota, Ilkka A. Ronkainen |
| title_full_unstemmed | International marketing Michael R. Czinkota, Ilkka A. Ronkainen |
| title_short | International marketing |
| title_sort | international marketing |
| topic | Internationales Marketing Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Internationales Marketing Export marketing Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012817545&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT czinkotamichaelr internationalmarketing AT ronkainenilkkaa internationalmarketing |