International marketing strategy: analysis, development and implementation
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Andover, Hampshire
Cengage Learning
2012
|
| Ausgabe: | 6. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXV, 440 S. Ill. |
| ISBN: | 9781408044070 |
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| adam_text | Titel: International marketing strategy
Autor: Doole, Isobel
Jahr: 2012
CONTENTS
Preface xv Implementation of the marketing plan 27
About the authors xxii The control process 28
Reasons for success 29
Characteristics of best practice in international
Walk through tour xxiv marketing 31
Acknowledgements xxiii
Walk through tour
CourseMate xxvi
Case study Tesco in China 32
2 THE WORLD TRADING
ENVIRONMENT 35
PART
World trading patterns 36
Future prospects 37
The reasons countries trade 39
The tneorV of comparative advantage 40
ANALYSIS 1 How comparative advantage is achieved 41
The international product life cycle 41
1 AN INTRODUCTION TO Barriers to world trade 43
INTERNATIONAL MARKETING 2 Marketing barriers 43
Non-tariff barriers 45
The strategic importance of international International Bank for Reconstruction and
marketing 3 Development (IBRD) 46
What is international marketing? 4 International Monetary Fund (IMF) 48
International marketing defined 4 The World Trade Organization 48
The international marketing environment 5 The development of world trading groups 49
Social/cultural environment 6 Forms of market agreement 50
Cultural factors 6 Free trade area 50
Social factors 7 Customs union 50
Legal environment 8 Common market 50
Economic environment 11 Economic union 52
The developed economies 12 Political union 52
The emerging economies 12 The European Union 53
Less developed countries 12
Currency risks 13 The Single European Market 53
Political environment 14 European Monetary Union 54
Technological environment 15 Strategic implications 54
The Internet and the world wide web (www) 16 Widening European membership 55
The dual technological/cultural paradox 17 The free trade area of the Americas 55
Sustainability 17 Mercosur 57
Differences between international and The Asian Pacific Trading Region 58
domestic marketing 19 Asia Pacific Economic Cooperation 58
The international competitive landscape 19 ASEAN-China Free Trade Area (ACFTA) 60
The international market planning process 21 Case study Challenges of the Libyan Market 62
The planning process 21
Major evolutionary stages of planning 23 3 SOCIAL AND CULTURAL
The international marketing planning process 24 CONSIDERATIONS IN
Situation analysis 25
Resources and capabilities 26 INTERNATIONAL MARKETING 65
Knowledge management 27
Corporate objectives 27 Social and cultural factors 66
Marketing strategies 27 What is culture? 66
Layers of culture 67 International marketing segmentation 103
The components of culture 67 Geographical criteria 104
Language and culture 70 The business portfolio matrix 105
Culture and consumer behaviour 73 Infrastructure/marketing institution matrix 105
Transnational segmentation 106
That Maslow s hierarchy of needs is consistent across Mosaic Global 106
cultures 74 Hierarchical country - consumer segmentation 109
That the buying process in all countries is an
individualistic activity 74 The market profile analysis 110
That social institutions and local conventions are similar Analyzing foreign country markets 110
across cultures 74 Sources of information 110
That the consumer buying process is consistent across Online databases 112
cultures 74 Problems in using secondary data 113
Consumer involvement 74
Perceived risk 74 Primary research in international markets 114
Cognitive style 75 Problem definition and establishing objectives 115
Developing an innovative approach 116
Analysing cultures and the implications for consumer Networkina 116
behaviour 75 Consortia 117
Self-reference criterion 76 The collection of primary data 118
Cross-cultural analysis 77 Organizing the research study 118
Centralization vs decentralization 118
The high/low context approach 77 In-house or agency 119
Hofstede s cultural dimensions 78 Research design 120
Individualism 78 Qualitative research 121
Power distance 79 Survey methods 121
Uncertainty avoidance 79 Questionnaire design 123
Masculinity 81 Sample frame 124
Confucian dynamism 81 Field work 124
Culture/communication typologies 81 Report preparation and presentation 125
Case study How do WGS segment the global
mobile phone gambling market? 127
Communication typologies 81
Social and cultural influences in buslness-to
business marketing 83
Organizational buyers 83 Integrative learning activities 130
Government buyer behaviour 84 Integrative learning activity 1 International
The business-to-business buying process 84 marketing planning: analysis 131
The role of culture in negotiation styles 85
Ethical issues in cross-cultural marketing 86
Bribery and corruption 88
Piracy 90
Case study Islam, Ramadan and the tent business
in the Middle East 92
4 INTERNATIONAL MARKETING
PART
137
RESEARCH AND OPPORTUNITY STRATEGY DEVELOPMENT
ANALYSIS 96
The role of marketing research and opportunity 5 INTERNATIONAL NICHE
analysis 97 MARKETING STRATEGIES
The role of international marketing research 97 FOR SMALL-AND MEDIUM-SIZED
Opportunity identification and analysis 99 ENTERPRISES 138
Scanning international markets 99
Demand pattern analysis 100 Tne SME sector and its role within the global
Multiple factor indices 101 economy 139
Analogy estimation 102 The role of SME internationalization in economic
Macrosurvey technique 102 regeneration 140
Risk evaluation 102 The challenges for SMEs from less developed
The Knaepen Package 103 countries 141
Business Enhancement Risk Index (BERI) 103 Government support 143
The nature of SME international marketing Managing diverse and complex activities across a
strategies 143 range of often similar but often disparate markets
9 and cultures 204
Exporting 144 Organization structure for transnational firms 205
Motivation 144 Systems, processes and control 205
Barriers to internationalization 145 Control 205
Niche marketing of domestically delivered Return on marketing investment 207
services 147 Planning systems and processes 207
Importing and reciprocal trading 148 Building skills in transnational organizations 207
Direct marketing and electronic commerce 149 Staff and tne problems of international
The nature of international development 150 management 209
What makes a good international manager 210
Geographic development of SMEs 152 Management culture 211
Market expansion and concentration 153
Where the domestic market is redefined 153 Management style and shared values 212
Where the SME international development Case study Unilever: redefining product policy
is the result of networking 153 for a global future 213
Family networks 153
Where the SME is born global 155
Supply chain internationalization 156 7 MARKET ENTRY STRATEGIES 218
Developing relationships 157
International strategic marketing management The alternative market entry methods 219
in SMEs 158 Risk and control in market entry 220
The McKinsey 7S framework 158 Indirect exporting 221
The generic marketing strategies for SME Domestic purchasing 221
internationalization 159 Export management companies or export houses 222
The factors which affect the choice of an SME s Piggybacking 223
international marketing strategy 160 Trading companies 224
Market factors 161
Company factors 162 Direct exporting 224
Country selection 162 Factors for success in exporting 226
Organization structure 164 Selection of exporting method 227
Aoents 228
international entrepreneurship and fast growth 169 Achieving a satisfactory manufacturer-agent
The secret of high growth 169 relationship 228
The future of SME internationalization 171 Distributors 229
Other direct exporting methods 229
Case study Global marketing on a tight budget 173
Foreign manufacturing strategies without direct
investment 231
6 GLOBAL STRATEGIES 176 Reasons for setting up overseas manufacture
and service operations 231
The alternative views of globalization 177 Contract manufacture 232
Globalization and standardization 181 Licensing 233
The drivers of globalization 182 Foreign manufactunng strategies with direct
Alternative strategic responses 188 investment 234
The international competitive posture 188 Assembly 235
Global strategy drivers 189 Wholly-owned subsidiary 235
Standardization and adaptation 191 Company acquisitions and mergers 236
Globally standardized strategy 192
Regional strategy 195 Cooperative strategies 239
International marketing management for global S?Si7alSce2s3924l
firms 197 Minority stake share holdings 242
Global strategy implementation 197
Opportunities in emerging markets for global firms 198 Case study When joint ventures go wrong 245
The emergence of MNEs from emerging markets 199
Global appeal and the changing basis of competitive 8 INTERNATIONAL PRODUCT AND
advantage 200
Increasing global appeal by building the global SERVICE MANAGEMENT 248
brand 201
Global brand management 201 The nature of products and services 249
Creating a global presence by achieving global International product and service marketing 249
reach 202 The international marketing of service 251
The components of the international Communicating product and service
product offer 252 differentiation 293
Communicating the corporate identity to international
Products, services and value propositions 254 stakeholders 293
Factors affecting international product and service Using communications to build relationships 294
management 254 The fundamental challenges for international
Towards standardization 255 marketing communications 295
Reasons for adaptation of the product 257 International marketing communications,
Product acceptability 258 standardization and adaptation 297
Shortening product life cycles 258 Towards standardization 298
Franchising, joint ventures and alliances 258
Marketing management 259 International marketing communications
Green environmental issues 259 strategy 299
Product policy 260 Communicating with existing and potential
Product strategies 261 customers 301
Managing products across borders 263 The integration of communications 302
The product life cycle 263 Coordination and planning of the international
Product portfolio analysis 265 marketing communications strategy 304
Introduction and elimination activities 266 The marketing communications tools 305
Image, branding and positioning 266 Personal selling and word of mouth 306
Country of origin effects 266 Exhibitions, trade fairs and experiential marketing 307
International branding 267 Trade missions 307
Brand categories 268 Advertising 307
Brand value 269 Television advertising 308
Branding strategies 269 Press advertising 309
Brand Diracv 271 use of a9encies and consultancies 309
Positioning 273 Sales promotions 311
Direct marketing 311
innovation and new product development 273 Communicating with the wider range of
The most innovative companies 274 stakeholders 311
The nature of new product development 274 Corporate identity 312
The new product development process 275 Sponsorship and celebrity endorsement 313
Approaches to technology transfer and the benefits Product placement and celebrity endorsement 313
for marketing 277 Public relations 314
Research and development strategies 278 Crisis management 315
Success and failure in new product development 278 Online communications 316
The nature of online communications 316
Developing profitable, long-term marketing
relationships 318
The concept of relationship marketing 319
Database development 320
Customer relationship management 320
Case study Greenpeace - global campaigner 322
PART
10 THE MANAGEMENT OF
INTERNATIONAL DISTRIBUTION
AND LOGISTICS 324
IMrLtMtlNIIAIIUN289 The challenges in managing an international
Case study Lego playing with its strengths 281
Integrative learning activity 2 International
marketing planning: strategy development 284
INTERNATIONAL
distribution strategy 325
Selecting foreign country market
COMMUNICATIONS 290 intermediaries 326
The role of marketing communications 291 Indrect and direct channels 326
Channel selection 328
Internal marketing 291 Customer characteristics and culture 329
Interactive marketing 292 Company objectives and competitive activity 330
External marketing 292 Character of the market
330
Capital required and costings 332 Problems of pricing and financing international
The coverage needed 332 transactions 370
Control, continuity and communication 332
The selection and contracting process 332 Problems in multi-national pricing 371
Coordination of prices across markets 371
Building relationships in foreign market channels 333 Single European pavments Area 373
Motivating international marketing intermediaries 333 What is grey marketing? 374
Controlling intermediaries in international markets 334 Price coordination strategies 375
Channel updating 335 Transfer pricing in international markets 376
Developing a company-owned international To create barriers to entry 377
sales force 335 To avoid domestic tax liabilities 377
Trends in retailing in international markets 336 To avoid foreign tax 377
To manage the level of involvement in markets 378
The differing patterns of retailing around
the world 336 Problems in managing foreign currency
Traditional retailing 338 transactions 378
Intermediary retailing 339 What currency should the price be quoted in? 378
Structured retailing 340 Should prices be raised/lowered as exchange rates
Advanced retailing 340 fluctuate? 379
The globalization of retailing 341
Marketing implications for development of international Problems in minimizing the risk of non-payment in
distribution strategies 342 high-risk countries 380
Internet retailing 343 Countertrade and leasing 381
The management of the physical distribution Advantages and limitations of countertrade 383
of goods 344 Leasin9 383
The logistics approach to physical distribution 344 Deciding at what stage of the export sales process
Customer service 345 the price should be quoted 383
The restructuring of physical distribution Tne export order process 386
operations 346
The use of intermediaries 347 Case study WABCO 388
Transportation 348
Export processing zones 349
Administrative problems resulting from the 12 TECHNOLOGY ENABLED
cross-border transfer of goods 351 SUSTAINABLE INTERNATIONAL
Documentation 351
Packaging 352 MARKETING 391
The export sales contract 352
The enabling technologies 392
Case study Merry Management Training 354
Technological innovation 393
Disruptive technologies 394
11 PRICING FOR INTERNATIONAL Convergent technology 395
MARKETS 357 The Internet and international business
communications 396
Domestic vs international pricing 358 Online strategies 398
The factors affecting international pricing The Purpose of websites 399
decisions 358 Organization srtes 399
Service online 399
Factors influencing the pricing strategy 358 Information online 399
Company and product factors 359 Business transactions online 399
Product and service factors 360 Social networking 400
Price positioning and value for money 361
The influence of cost structures on pricing 361 International e-markets and e-marketing 400
Specific export costs 363 Business to business (B2B) 400
Cost reduction 366 Disintermediation and re-intermediation 402
Economies of scale 366 Business to consumer 402
Learning curve 366 Consumer to consumer (C2C) 403
Location of production facility 367
Market factors 367 International marketing solution integration 403
Knowledge management 404
Developing pricing strategies 368 Supply chain management 405
The objectives of pricing 369 Value chain integration 405
Setting a price 370 Virtual enterprise networks 406
Customer relationship management 406 Moving to a customer-led strategy 413
Customization 406 Sustainability and corporate social
The impact on international marketing strategy 407 responsibility 415
The impact of technology on analysis 407 Case study Which way forward for global
The impact of technology on international strategy broadcasting 418
development 408
intemet-based market entry 408 Integrative learning activity 3 International
The impact of technology on strategy implementation marketing planning: implementation, control and
and control 408 evaluation 421
Some limitations of e-commerce for international
marketing strategy 410
Legislation 411
Problems of application of existing law to the
Internet 411 Glossary 426
Other Internet problems 413 Index 432
|
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| title | International marketing strategy analysis, development and implementation |
| title_auth | International marketing strategy analysis, development and implementation |
| title_exact_search | International marketing strategy analysis, development and implementation |
| title_full | International marketing strategy analysis, development and implementation Isobel Doole ; Robin Lowe |
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| title_short | International marketing strategy |
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Inhaltsverzeichnis
THWS Würzburg Zentralbibliothek Lesesaal
| Signatur: |
1000 QP 680 D691(6) |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |