《INTERNATIONAL MARKETING》求取 ⇩

Introduction: Scope and Objectives3

PART ONE: Global Marketplace Environment and Its Participants7

Chapter 1: Geopolitics, Interdependence, and History9

Geopolitics10

Global Interdependence22

History and Antecedents24

Summary and Conclusions25

Chapter 2: World Economy, International Market Size, and Causes of Growth28

World Economy29

International Marketplace Size: Goods33

International Marketplace Size: Services40

International Marketing: Causes of Growth and Benefits47

Summary and Conclusions54

Chapter 3:International Marketplace: MNCs and Other Major Participants57

Private Sector MNCs58

Multinational Banks and Insurers71

MNCs: Nation State and Labor Response72

International Trading Companies78

State-Owned Enterprises82

Export Management Companies83

Implications for International Marketing Management85

Summary and Conclusions85

Chapter 4: Cultural Environment: Attitudes, Practices and Ethics90

Culture: International Environment91

Cultural Attitudes and International Marketing100

Cultural Facets and Selected Business Practices103

Bribery106

Summary and Conclusions112

Chapter 5: Politics, Law, and Technology Protection116

Politics and Nationalism117

International Marketing and the Law125

International Law and Technology Protection133

Industrial Espionage138

Summary and Conclusions140

Chapter 6:Regional immigration and Global Trade Protectionism143

Regional Immigration144

General Agreement on Tariffs and Trade148

International Trading Framework157

Dumping158

Summary and Conclusions162

Chapter 7: Understanding the International Monetary System165

Balance of Payments167

International Monetary Fund174

European Monetary, System181

Aid for Development182

Summary and Conclusions186

PART TWO: International Marketing Opportunities199

Chapter 8: International Marketing Opportunities, in Developed Countries191

North America and Western Europe191

Japan209

The U.S.S.R. and Its Satellites211

Australia New Zealand and South Africa213

Summary and Conclusions215

Chapter 9: International Marketing Opportunities in LDCs218

Overview219

Commodities: Importance and Market Power223

Opec229

Latin America232

Caribbean236

Middle East 0il Importers and Africa237

South Asia240

China244

Summar5, and Conclusions245

PART THREE: International Marketing: Information, Strategy, Organ, and planning249

Chapter 10: International Marketing Information: System and Research251

International Marketing Information Systems252

International Marketing Research: Introduction256

Cross-National Consumer Research259

International Surveys' Sources of Error263

Attitudinal Differences Between the U.S. and Some Other Cultures266

Export Marketing Research and Secondary Data Sources269

International Market Potential Assessment271

Marketing Research for Eastern Europe277

Summary and Conclusions278

Chapter 11 international Marketing Strategy and Entry Methods284

Governments and MNCs: Aspects Influencing Strategy285

International Marketing Strategy289

Strategy Formulation301

Methods of Entry303

Ownership and Contractual Arrangements304

Exporting312

Summary and Conclusions314

Chapter 12: Organization, planning, and Control319

Organization319

Planning329

Control340

Planning and Control: Other Problems345

Summary and Conclusions347

PART FOUR: International Marketing Program Management351

Chapter 13: Product Policy353

Introductory353

Product Positioning356

Product Standardization vs, Adaptation363

Brands, Trademarks, Warranties, Service, Packaging, Labeling368

International Marketing of Service Products372

International Marketing of Technology377

Summary and Conclusions379

Chapter 14: Promotion Policy: Advertising, Other Forms, and the Sales Force384

Promotion and Product Positioning385

Advertising Worldwide: An Overview386

Advertising in Selected Foreign Countries/Segments392

International Advertising: Standardization vs. Adaptation397

Developing international Advertising Strategy399

Management of the Advertising Function404

International Advertising Research411

Other Forms of Promotion413

Point-of-Purchase Promotion417

International Sales Forces and Their Management421

International Sales Forces: Selling Examples425

Summary and Conclusions429

Chapter I5:Channels Policy and Physical Distribution434

Distribution Channels: An Overview and Public Policy435

Managing International Distribution Channels440

Distribution Channels in Different Markets445

Multinational Retailers451

Multinational Wholesalers456

Unusual Distribution: How Defers Dominates Diamonds457

Physical Distribution and Its Management458

Summary and Conclusions462

Chapter 16: Moving Products Across Borders Pricing, Money, and Barter466

Export Pricing467

MNCs: Pricing Policies475

Tax Incentives483

Financial Policy for Profitable International Marketing486

Movement Support: Finance and Foreign Trade Zones489

Barter as a Vehicle493

Foreign Aid Finance Markets497

Summary and Conclusions498

Chapter 17:Epilogue502

Prospects and Trends in the Global Marketplace502

Geopolitics and Interdependence505

International Marketing Management: Research and Information Needs507

Summary and Conclusions508

Part FIVE: Cases511

Alpha 55513

Boxfil Ltd.: The Internationalization Process521

CANAC Distribution Ltd.: Sea. Wing Service (A)523

The Citrus Marketing Board.' Introducing Changes into an International Distribution System536

Communications Satellite Earth Stations543

Cornputrex Corporation (A)548

Finlandia Glassware Inc.557

Goodyear Tyre and Rubber Company: Selecting an Advertising Spokesman for TSGB560

Graphic Communications, Inc.570

Harvey's Appliances, Ltd.575

Aledopharm GmbH582

Metro Corporation: Licensing Negotiations for Petroleum Tank Technology594

Minneapolis Foods Joint Venture in Guatemala598

The Chocolate Division, Nestle Products Limited603

The Penax Company in Southern Africa611

Pestaway, Inc.617

Port of Portland: The Big Monday Morning Headache or Speaking of Non-Tariff Barriers630

Tourism in Sri Lanka634

Ulker Biscuits, Inc.645

Name Index651

Subject Index658