Foundations of international marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a].
International Thomson Business Press
1998
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 249 S. graph. Darst. |
| ISBN: | 1861521642 |
Internformat
MARC
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| 245 | 1 | 0 | |a Foundations of international marketing |c Steve Johnston and Harold Beaton |
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| 264 | 1 | |a London [u.a]. |b International Thomson Business Press |c 1998 | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface ix
Chapter 1 Some success stories from international marketing
and the reasons behind them 1
Some aspects of international marketing 2
The environment of international marketing 2
Some definitions 9
The marketing mix 11
Some other essential definitions 12
The expansion of world trade 20
Reasons for involvement in international marketing 20
Why organizations become involved in international marketing 21
Chapter 2 Planning and commitment for international
marketing 25
Definitions 26
One important key to success in international marketing:
long-term planning 27
Financial commitments 31
Customer care 31
Proactive planning 32
Marketing planning 33
Flexibility in planning 33
Global marketing 34
Market segmentation 37
Organizational marketing 38
i CONTENTS
Matching quality 40
The professional buyer 41
Chapter 3 Communications with the market and the role
of negotiations in international marketing 49
Some more definitions 50
Introduction 51
Communications with overseas markets 51
Negotiations 55
Main reasons for failure in international marketing 56
Chapter 4 The impact of culture on international planning
and implementation of marketing strategies 59
Components of culture ®2
Cultural attitudes *¦
Cultural orientations 79
Chapter 5 Market selection strategy, international market
research and the European Union 85
Market selection strategies 86
The significance of timely market research 88
Market entry barriers 9
Market research 89
Some differences between secondary market research in
international marketing compared with the domestic scene 91
Forecasting 92
Free trade associations 92
The European Union 94
Chapter 6 Market entry strategy I: Options mainly used by
larger firms 101
The development of international marketing in the modern world 102
The internationalization of a company 102
Licensing 105
Franchising 107
Assembly and manufacture overseas 10
Contract manufacture 108
Industrial cooperation agreement 108
Takeovers 109
CONTENTS vii
Management contracts 109
Turnkey operations 109
Barter, countertrading and buy-back 110
Chapter 7 Market entry strategy II: Options mainly used by
smaller organizations 113
Indirect exporting 114
Direct exporting 117
The role and function of export agents 121
Control 125
Chapter 8 Product strategy 127
Introduction 128
Tactical considerations of product strategy 129
Globalization 131
Branding 135
Launch of new products in overseas markets 135
Chapter 9 International promotion strategies 143
Introduction 144
The communication process 145
The strategic dimension of international exhibitions 149
Personal selling 153
Chapter 10 Pricing strategies in international marketing 157
Pricing as an integral marketing strategy 158
Pricing when marketing through an agent 159
Marketing through a distributor 159
Composition of price 160
Marginal costing technique for penetrating markets 163
Transfer pricing 165
Tender bid pricing 167
Currency fluctuation 167
Conclusion 167
Chapter 11 Legal aspects of international marketing 171
Introduction 172
Conflict of laws 172
CONTENTS
Enforcement 175
Conventions 175
Arbitration 175
Conclusions 176
Chapter 12 Technical aspects of international marketing 179
What are the technical aspects of international marketing? 180
Shipping 181
Packing I82
Packaging 183
Methods of payment 184
Tfo ws£ of foreign languages 188
Documentation 189
Tfo significant reduction in transport and freight costs 189
INCOTERMS 189
7 rffw of payment 191
7fo ro/e- o/f/tf shipper 191
Chapter 13 The international marketing of services 197
Rapid expansion and change of image of certain services 198
Direct marketing 201
v4j fraw/ 203
Branding 204
Customer loyalty schemes 205
Tfo international branding of services 206
Chapter 14 SMEs and two important world markets 209
SMEs - an alien world? 210
Research on SMEs 211
Definition of SMEs 211
Confederation of British Industry survey on SMEs and
international marketing 211
Conclusions 216
Specific international markets 216
The Federal Republic of Germany 219
Japan 220
International marketing in the twenty-first centry 221
Appendix 225
/»in: 239
|
| adam_txt |
Contents
Preface ix
Chapter 1 Some success stories from international marketing
and the reasons behind them 1
Some aspects of international marketing 2
The environment of international marketing 2
Some definitions 9
The marketing mix 11
Some other essential definitions 12
The expansion of world trade 20
Reasons for involvement in international marketing 20
Why organizations become involved in international marketing 21
Chapter 2 Planning and commitment for international
marketing 25
Definitions 26
One important key to success in international marketing:
long-term planning 27
Financial commitments 31
Customer care 31
Proactive planning 32
Marketing planning 33
Flexibility in planning 33
Global marketing 34
Market segmentation 37
Organizational marketing 38
i CONTENTS
Matching quality 40
The professional buyer 41
Chapter 3 Communications with the market and the role
of negotiations in international marketing 49
Some more definitions 50
Introduction 51
Communications with overseas markets 51
Negotiations 55
Main reasons for failure in international marketing 56
Chapter 4 The impact of culture on international planning
and implementation of marketing strategies 59
Components of culture ®2
Cultural attitudes '*¦
Cultural orientations 79
Chapter 5 Market selection strategy, international market
research and the European Union 85
Market selection strategies 86
The significance of timely market research 88
Market entry barriers "9
Market research 89
Some differences between secondary market research in
international marketing compared with the domestic scene 91
Forecasting 92
Free trade associations 92
The European Union 94
Chapter 6 Market entry strategy I: Options mainly used by
larger firms 101
The development of international marketing in the modern world 102
The internationalization of a company 102
Licensing 105
Franchising 107
Assembly and manufacture overseas 10'
Contract manufacture 108
Industrial cooperation agreement 108
Takeovers 109
CONTENTS vii
Management contracts 109
Turnkey operations 109
Barter, countertrading and buy-back 110
Chapter 7 Market entry strategy II: Options mainly used by
smaller organizations 113
Indirect exporting 114
Direct exporting 117
The role and function of export agents 121
Control 125
Chapter 8 Product strategy 127
Introduction 128
Tactical considerations of product strategy 129
Globalization 131
Branding 135
Launch of new products in overseas markets 135
Chapter 9 International promotion strategies 143
Introduction 144
The communication process 145
The strategic dimension of international exhibitions 149
Personal selling 153
Chapter 10 Pricing strategies in international marketing 157
Pricing as an integral marketing strategy 158
Pricing when marketing through an agent 159
Marketing through a distributor 159
Composition of price 160
Marginal costing technique for penetrating markets 163
Transfer pricing 165
Tender bid pricing 167
Currency fluctuation 167
Conclusion 167
Chapter 11 Legal aspects of international marketing 171
Introduction 172
Conflict of laws 172
CONTENTS
Enforcement 175
Conventions 175
Arbitration 175
Conclusions 176
Chapter 12 Technical aspects of international marketing 179
What are the technical aspects of international marketing? 180
Shipping 181
Packing I82
Packaging 183
Methods of payment 184
Tfo ws£ of foreign languages 188
Documentation 189
Tfo significant reduction in transport and freight costs 189
INCOTERMS 189
7 rffw of payment 191
7fo ro/e- o/f/tf shipper 191
Chapter 13 The international marketing of services 197
Rapid expansion and change of image of certain services 198
Direct marketing 201
v4j fraw/ 203
Branding 204
Customer loyalty schemes 205
Tfo international branding of services 206
Chapter 14 SMEs and two important world markets 209
SMEs - an alien world? 210
Research on SMEs 211
Definition of SMEs 211
Confederation of British Industry survey on SMEs and
international marketing 211
Conclusions 216
Specific international markets 216
The Federal Republic of Germany 219
Japan 220
International marketing in the twenty-first centry 221
Appendix 225
/»in: 239 |
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| discipline | Wirtschaftswissenschaften |
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| isbn | 1861521642 |
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| spellingShingle | Johnston, Steve Beaton, Harold Foundations of international marketing Internationales Marketing (DE-588)4125431-4 gnd |
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| title | Foundations of international marketing |
| title_auth | Foundations of international marketing |
| title_exact_search | Foundations of international marketing |
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| title_full | Foundations of international marketing Steve Johnston and Harold Beaton |
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| title_short | Foundations of international marketing |
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