《国际市场营销》

1 People6

Segmentation11

Negotiation13

Sales15

Checklist: be aware16

References and further reading18

2 Process20

Levels of comPetitiveness25

ExPort sales26

ExPorting with local technical Presence27

IntErnationalization beyond exporting28

Investment Issues31

Checklist: be aware32

References and further reading33

3 Power35

Corporate power: is it transferable?35

Market POwer: can it be measured?40

Market Power of trading blocs41

Checklist: be aware45

References and further reading46

4 Product/service48

Bland products for a global market?49

Standardization50

Adaptation55

Local cultUral interfaces58

Checklist: be aware62

References and further reading64

5 promotion and publicity66

Transferability68

Origination costs for foreign markets76

The importance of publicity and public relations77

Checklist: be aware82

References and further reading83

6 Pricing85

Bringing the product/service to the foreign market85

Additional foreign costs86

Recovering funds from abroad89

Positioning for comPetitiveness90

Checklist: be aware94

ApPendix: INCOTERMS 199096

References and further reading97

7 Place of sala/distribution98

Moving goods from the factory to the foreign markets98

Comparing channels of distribution101

Producer intermediary and customer Perceptions102

Trends in place of sale/distribution106

Trade-offs in setting customer service levels109

Checklist: be aware112

References and further reading115

8 Planning and control117

Foreign markets can be planned and controlled120

Information inPuts required122

Assessing and evaluating foreign market information129

A longer-term horizon for investment132

Checklist: be aware134

References and further reading135

9 PrecedentS138

Political141

Legal143

Social143

Commercial145

Checklist: be aware146

References and further reading147

BibliograPhy149

Index159