International marketing: strategy and theory
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2009
|
| Ausgabe: | 5. ed |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and indexes |
| Beschreibung: | XXVI, 710 S. Ill., graph. Darst. |
| ISBN: | 9780203930069 9780415772617 9780415772624 |
Internformat
MARC
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| 020 | |a 9780415772617 |c hardback |9 978-0-415-77261-7 | ||
| 020 | |a 9780415772624 |c pbk. |9 978-0-415-77262-4 | ||
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| 100 | 1 | |a Onkvisit, Sak |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a International marketing |b strategy and theory |c Sak Onkvisit and John J. Shaw |
| 250 | |a 5. ed | ||
| 264 | 1 | |a London [u.a.] |b Routledge |c 2009 | |
| 300 | |a XXVI, 710 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and indexes | ||
| 650 | 0 | |a Export marketing | |
| 650 | 0 | |a Export marketing / Management | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Export marketing |x Management | |
| 650 | 0 | 7 | |a Internationales Marketing |0 (DE-588)4125431-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Internationales Marketing |0 (DE-588)4125431-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Shaw, John J. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Bamberg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016590329&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-016590329 | ||
Datensatz im Suchindex
| _version_ | 1804137793664843776 |
|---|---|
| adam_text | Contents
List of
illustrations
xiv
Preface
xxi
Part
1
Overview of world business
1
1
Nature of international marketing: challenges and opportunities
3
Marketing strategy: the sound of
giocai
entertainment
4
Process of international marketing
5
International dimensions of marketing
7
Domestic marketing vs. international marketing
7
The applicability of marketing
10
Multinational corporations (MNCs)
10
Characteristics of MNCs
12
The process of internationalization
19
Benefits of international marketing
20
Conclusion
23
Case
1.1
Medical vacation: the globalization of health care
24
2
Trade theories and economic cooperation
29
Marketing strategy: Botswana
-
the world s fastest growing economy
30
Basis for international trade
32
Exchange ratios, trade, and gain
35
Factor endowment theory
36
The competitive advantage of nations
42
The validity of trade theories
48
Limitations of trade theories and suggested refinements
49
Economic cooperation
55
Conclusion
63
Case
2.1
The United States of America vs. the United States of Europe
64
viii Contents
3
Trade distortions and marketing barriers
69
Marketing strategy: the best things in life are (not) free
70
Protection of local industries
71
Marketing barriers: tariffs
77
Marketing barriers: nontariff barriers
80
Private barriers
90
World Trade Organization (WTO)
90
Generalized System of Preferences (GSP)
95
Some remarks on protectionism
96
Conclusion
97
Part
2
World market environment
103
4
Political environment
105
Marketing strategy: the Indian Bengals
ofinformation
services
106
Multiplicity of political environments
107
Types of government: political systems
108
Types of government: economic systems
114
Political risks
121
Privatization
123
Indicators of political instability
123
Analysis of political risk or country risk
125
Management of political risk
127
Measures to minimize political risk
127
Political insurance
133
Conclusion
135
Case
4.1
Toyota: how to win friends and influence people
135
5
Legal environment
141
Marketing strategy: the long arm of the law
142
Multiplicity of legal environments
143
Legal systems
143
Jurisdiction and extraterritoriality
144
Legal form of organization
148
Branch vs. subsidiary
149
Litigation vs. arbitration
151
Bribery
152
Intellectual property
159
Counterfeiting
172
Conclusion
175
Case
5.1
Bribery: a matter of national perspective
176
6
Culture
180
Marketing strategy: fish story
181
Culture and its characteristics
182
Contents ix
Influence
of culture on consumption
185
Influence of culture on thinking processes
186
Influence of culture on communication processes
187
Cultural
universais
188
Cultural similarities: an illusion
189
Communication through verbal language
189
Communication through nonverbal language
198
Subculture
207
Conclusion
209
Case
6.1
Cultural considerations in international marketing: a classroom simulation
210
Case
6.2
When in Rome do as the Romans do: useful tips for those who do business
in Russia
212
Case
6.3
Language of color
214
7
Consumer behavior in the international context: psychological and social dimensions
219
Marketing strategy: the samurai and luxury cars
220
Perspectives on consumer behavior
221
Motivation
222
Learning
222
Personality
226
Psychographics
229
Perception
230
Attitude
236
Social class
238
Group
239
Family
239
Opinion leadership
240
Diffusion process of innovation
240
Conclusion
241
Case
7.1
Tropical drink for the U.S. market
242
Part
3
Planning for international marketing
249
8
Marketing research and information systems
251
Marketing strategy: phones as companions
252
Nature of marketing research
253
Marketing information sources
254
Secondary research
255
Primary research
258
Sampling
261
Basic methods of data collection
262
Measurement
266
Marketing information system
277
Conclusion
280
Case
8.1
Mapping Japanese tourism behavior
281
Contents
9
Foreign
market
entry strategies
291
Marketing strategy: Raging Bull
292
Foreign direct investment
(FDľJ
293
Exporting
296
Licensing
297
Management contract
301
Joint venture
301
Manufacturing
305
Assembly operations
307
Turnkey operations
308
Acquisition
310
Strategic alliances
314
Analysis of entry strategies
315
Free trade zones (FTZs)
317
Conclusion
320
Case
9.1
Taylor Candy Company and the Caribbean market
320
Part
4
International marketing decisions
329
10
Product strategies: basic decisions and product planning
331
Marketing strategy: East is East and West is West
332
What is a product?
333
New product development
335
Market segmentation
337
Product adoption
338
Theory of international product life cycle
340
Product standardization vs. product adaptation
347
A move toward world product: international or national product?
359
Marketing of services
361
Conclusion
369
Case
10.1
McDonaldization
371
11
Product strategies: branding and packaging decisions
375
Marketing strategy: global brands and mega brands
376
Branding decisions
377
Branding levels and alternatives
381
Brand consolidation
394
Brand origin and selection
395
Brand characteristics
398
Brand protection
400
Packaging: functions and criteria
410
Mandatory package modification
410
Optional package modification
411
Conclusion
413
Case
11.1
Planet Ralph: the global marketing strategy of Polo Ralph Lauren
413
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V
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:
Contents
xi
12
Channels of distribution
419
Marketing strategy: blood diamonds and
De
Beers (Part
1) 420
Direct and indirect selling channels
422
Types of intermediaries: direct channel
425
Types of intermediaries: indirect channel
427
Channel development
437
Channel adaptation
439
Channel decisions
439
Determinants of channel types
442
Distribution in Japan
447
Selection of channel members
449
Representation agreement and termination
451
Black market
452
Gray market
453
Distribution of services
462
Conclusion
463
Case
12.1
Managing channel conflict in the global IT industry
465
Case
12.2
Schwarzkopf, Inc. distribution network
466
13
Physical distribution and documentation
471
Marketing strategy: booming economies and headaches
472
Modes of transportation
473
Cargo or transportation insurance
481
Packing
481
Containers
485
Freight forwarder and customs broker
486
Contract logistics
487
Documentation
488
Conclusion
500
Case
13.1
Who can best introduce the City Adventurer into Saudi Arabia?
501
14
Promotion strategies: personal selling, publicity, and sales promotion
508
Marketing strategy: book worms
509
Promotion and communication
510
Promotion mix
511
Personal selling
512
Publicity
520
Sales promotion
523
Overseas product exhibitions
528
Conclusion
532
Case
14.1
Selling in the
EU
532
Case
14.2
A new system installment of
Sanki Denki
[Thailand]
534
15
Promotion strategies: advertising
539
Marketing strategy: soft and not-so-soft drinks
540
xii
Contents
The role of advertising
541
Patterns of advertising expenditures
541
Advertising and regulations
542
Advertising media
542
Standardized international advertising
555
Global advertising: true geocentricity
566
Conclusion
567
Case
15.1
International advertising: standardized, localized, or global?
568
16
Pricing strategies: basic decisions
574
Marketing illustration: the price is right
575
The role of price
576
Price standardization
576
Pricing decisions
577
Alternative pricing strategies
584
Dumping
585
Price distortion
589
Price fixing
590
Inflation
591
Transfer pricing
598
Conclusion
602
Case
16.1
Blood diamonds (Part II)
602
17
Pricing strategies: countertrade and terms of sale/payment
605
Marketing strategy: noncash trade
606
Countertrade
607
Price quotation
613
Terms of sale
614
Methods of financing and means of payment
618
Conclusion
632
Case
17.1
Countertrade: counterproductive?
632
Part
5
Financial decisions
637
18
Financial Strategies: financing and currencies
639
Marketing strategy: the Big Mac Index
640
Trade finance
642
Nonfinancial institutions
642
Financial institutions
644
Government agencies
649
International financial institutions/development banks
653
International Monetary Fund (IMF)
653
Money
654
Foreign exchange
659
Foreign exchange market
659
Contents xiii
Foreign exchange rate
663
Exchange rate systems
666
Official classification of exchange rate regimes
671
Evaluation of floating rates
672
Financial implications and strategies
674
Conclusion
684
Case
18.1
Ups
and downs: a foreign exchange simulation game
685
Index
690
|
| adam_txt |
Contents
List of
illustrations
xiv
Preface
xxi
Part
1
Overview of world business
1
1
Nature of international marketing: challenges and opportunities
3
Marketing strategy: the sound of
"giocai"
entertainment
4
Process of international marketing
5
International dimensions of marketing
7
Domestic marketing vs. international marketing
7
The applicability of marketing
10
Multinational corporations (MNCs)
10
Characteristics of MNCs
12
The process of internationalization
19
Benefits of international marketing
20
Conclusion
23
Case
1.1
Medical vacation: the globalization of health care
24
2
Trade theories and economic cooperation
29
Marketing strategy: Botswana
-
the world's fastest growing economy
30
Basis for international trade
32
Exchange ratios, trade, and gain
35
Factor endowment theory
36
The competitive advantage of nations
42
The validity of trade theories
48
Limitations of trade theories and suggested refinements
49
Economic cooperation
55
Conclusion
63
Case
2.1
The United States of America vs. the United States of Europe
64
viii Contents
3
Trade distortions and marketing barriers
69
Marketing strategy: the best things in life are (not) free
70
Protection of local industries
71
Marketing barriers: tariffs
77
Marketing barriers: nontariff barriers
80
Private barriers
90
World Trade Organization (WTO)
90
Generalized System of Preferences (GSP)
95
Some remarks on protectionism
96
Conclusion
97
Part
2
World market environment
103
4
Political environment
105
Marketing strategy: the Indian Bengals
ofinformation
services
106
Multiplicity of political environments
107
Types of government: political systems
108
Types of government: economic systems
114
Political risks
121
Privatization
123
Indicators of political instability
123
Analysis of political risk or country risk
125
Management of political risk
127
Measures to minimize political risk
127
Political insurance
133
Conclusion
135
Case
4.1
Toyota: how to win friends and influence people
135
5
Legal environment
141
Marketing strategy: the long arm of the law
142
Multiplicity of legal environments
143
Legal systems
143
Jurisdiction and extraterritoriality
144
Legal form of organization
148
Branch vs. subsidiary
149
Litigation vs. arbitration
151
Bribery
152
Intellectual property
159
Counterfeiting
172
Conclusion
175
Case
5.1
Bribery: a matter of national perspective
176
6
Culture
180
Marketing strategy: fish story
181
Culture and its characteristics
182
Contents ix
Influence
of culture on consumption
185
Influence of culture on thinking processes
186
Influence of culture on communication processes
187
Cultural
universais
188
Cultural similarities: an illusion
189
Communication through verbal language
189
Communication through nonverbal language
198
Subculture
207
Conclusion
209
Case
6.1
Cultural considerations in international marketing: a classroom simulation
210
Case
6.2
When in Rome do as the Romans do: useful tips for those who do business
in Russia
212
Case
6.3
Language of color
214
7
Consumer behavior in the international context: psychological and social dimensions
219
Marketing strategy: the samurai and luxury cars
220
Perspectives on consumer behavior
221
Motivation
222
Learning
222
Personality
226
Psychographics
229
Perception
230
Attitude
236
Social class
238
Group
239
Family
239
Opinion leadership
240
Diffusion process of innovation
240
Conclusion
241
Case
7.1
Tropical drink for the U.S. market
242
Part
3
Planning for international marketing
249
8
Marketing research and information systems
251
Marketing strategy: phones as companions
252
Nature of marketing research
253
Marketing information sources
254
Secondary research
255
Primary research
258
Sampling
261
Basic methods of data collection
262
Measurement
266
Marketing information system
277
Conclusion
280
Case
8.1
Mapping Japanese tourism behavior
281
Contents
9
Foreign
market
entry strategies
291
Marketing strategy: Raging Bull
292
Foreign direct investment
(FDľJ
293
Exporting
296
Licensing
297
Management contract
301
Joint venture
301
Manufacturing
305
Assembly operations
307
Turnkey operations
308
Acquisition
310
Strategic alliances
314
Analysis of entry strategies
315
Free trade zones (FTZs)
317
Conclusion
320
Case
9.1
Taylor Candy Company and the Caribbean market
320
Part
4
International marketing decisions
329
10
Product strategies: basic decisions and product planning
331
Marketing strategy: East is East and West is West
332
What is a product?
333
New product development
335
Market segmentation
337
Product adoption
338
Theory of international product life cycle
340
Product standardization vs. product adaptation
347
A move toward world product: international or national product?
359
Marketing of services
361
Conclusion
369
Case
10.1
McDonaldization
371
11
Product strategies: branding and packaging decisions
375
Marketing strategy: global brands and mega brands
376
Branding decisions
377
Branding levels and alternatives
381
Brand consolidation
394
Brand origin and selection
395
Brand characteristics
398
Brand protection
400
Packaging: functions and criteria
410
Mandatory package modification
410
Optional package modification
411
Conclusion
413
Case
11.1
Planet Ralph: the global marketing strategy of Polo Ralph Lauren
413
lfftfffifpí
îifffSSf
V
-і
ψ
:
Contents
xi
12
Channels of distribution
419
Marketing strategy: blood diamonds and
De
Beers (Part
1) 420
Direct and indirect selling channels
422
Types of intermediaries: direct channel
425
Types of intermediaries: indirect channel
427
Channel development
437
Channel adaptation
439
Channel decisions
439
Determinants of channel types
442
Distribution in Japan
447
Selection of channel members
449
Representation agreement and termination
451
Black market
452
Gray market
453
Distribution of services
462
Conclusion
463
Case
12.1
Managing channel conflict in the global IT industry
465
Case
12.2
Schwarzkopf, Inc. distribution network
466
13
Physical distribution and documentation
471
Marketing strategy: booming economies and headaches
472
Modes of transportation
473
Cargo or transportation insurance
481
Packing
481
Containers
485
Freight forwarder and customs broker
486
Contract logistics
487
Documentation
488
Conclusion
500
Case
13.1
Who can best introduce the "City Adventurer" into Saudi Arabia?
501
14
Promotion strategies: personal selling, publicity, and sales promotion
508
Marketing strategy: book worms
509
Promotion and communication
510
Promotion mix
511
Personal selling
512
Publicity
520
Sales promotion
523
Overseas product exhibitions
528
Conclusion
532
Case
14.1
Selling in the
EU
532
Case
14.2
A new system installment of
Sanki Denki
[Thailand]
534
15
Promotion strategies: advertising
539
Marketing strategy: soft and not-so-soft drinks
540
xii
Contents
The role of advertising
541
Patterns of advertising expenditures
541
Advertising and regulations
542
Advertising media
542
Standardized international advertising
555
Global advertising: true geocentricity
566
Conclusion
567
Case
15.1
International advertising: standardized, localized, or global?
568
16
Pricing strategies: basic decisions
574
Marketing illustration: the price is right
575
The role of price
576
Price standardization
576
Pricing decisions
577
Alternative pricing strategies
584
Dumping
585
Price distortion
589
Price fixing
590
Inflation
591
Transfer pricing
598
Conclusion
602
Case
16.1
Blood diamonds (Part II)
602
17
Pricing strategies: countertrade and terms of sale/payment
605
Marketing strategy: noncash trade
606
Countertrade
607
Price quotation
613
Terms of sale
614
Methods of financing and means of payment
618
Conclusion
632
Case
17.1
Countertrade: counterproductive?
632
Part
5
Financial decisions
637
18
Financial Strategies: financing and currencies
639
Marketing strategy: the Big Mac Index
640
Trade finance
642
Nonfinancial institutions
642
Financial institutions
644
Government agencies
649
International financial institutions/development banks
653
International Monetary Fund (IMF)
653
Money
654
Foreign exchange
659
Foreign exchange market
659
Contents xiii
Foreign exchange rate
663
Exchange rate systems
666
Official classification of exchange rate regimes
671
Evaluation of floating rates
672
Financial implications and strategies
674
Conclusion
684
Case
18.1
Ups
and downs: a foreign exchange simulation game
685
Index
690 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Onkvisit, Sak Shaw, John J. |
| author_facet | Onkvisit, Sak Shaw, John J. |
| author_role | aut aut |
| author_sort | Onkvisit, Sak |
| author_variant | s o so j j s jj jjs |
| building | Verbundindex |
| bvnumber | BV023407657 |
| callnumber-first | H - Social Science |
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| callnumber-search | HF1416 |
| callnumber-sort | HF 41416 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 680 |
| ctrlnum | (OCoLC)602580086 (DE-599)GBV550904891 |
| dewey-full | 658.84 658.8/4 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.84 658.8/4 |
| dewey-search | 658.84 658.8/4 |
| dewey-sort | 3658.84 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 5. ed |
| format | Book |
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| id | DE-604.BV023407657 |
| illustrated | Illustrated |
| index_date | 2024-07-02T21:26:12Z |
| indexdate | 2024-07-09T21:17:57Z |
| institution | BVB |
| isbn | 9780203930069 9780415772617 9780415772624 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016590329 |
| oclc_num | 602580086 |
| open_access_boolean | |
| owner | DE-703 DE-473 DE-BY-UBG DE-188 DE-11 DE-2070s |
| owner_facet | DE-703 DE-473 DE-BY-UBG DE-188 DE-11 DE-2070s |
| physical | XXVI, 710 S. Ill., graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Routledge |
| record_format | marc |
| spelling | Onkvisit, Sak Verfasser aut International marketing strategy and theory Sak Onkvisit and John J. Shaw 5. ed London [u.a.] Routledge 2009 XXVI, 710 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and indexes Export marketing Export marketing / Management Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 Shaw, John J. Verfasser aut Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016590329&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Onkvisit, Sak Shaw, John J. International marketing strategy and theory Export marketing Export marketing / Management Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 |
| title | International marketing strategy and theory |
| title_auth | International marketing strategy and theory |
| title_exact_search | International marketing strategy and theory |
| title_exact_search_txtP | International marketing strategy and theory |
| title_full | International marketing strategy and theory Sak Onkvisit and John J. Shaw |
| title_fullStr | International marketing strategy and theory Sak Onkvisit and John J. Shaw |
| title_full_unstemmed | International marketing strategy and theory Sak Onkvisit and John J. Shaw |
| title_short | International marketing |
| title_sort | international marketing strategy and theory |
| title_sub | strategy and theory |
| topic | Export marketing Export marketing / Management Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Export marketing Export marketing / Management Export marketing Management Internationales Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016590329&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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