International marketing /

Table Of Contents:

List of figures xix

List of tables xxi

List of mini case studies xxiii
Acknowledgements xxiv

Introduction to International Marketing 1(33)

Introduction 2(1)

The nature of international marketing 2(5)

Contextual determinants of international marketing 3(1)

Historical development 4(1)

Definition of international marketing 5(1)

Relationship with other business fields 5(2)

A theoretical framework for international marketing 7(1)

Approaches to internationalization 7(2)

Factors causing internationalization 8(1)

The process of firms' internationalization 9(3)

A holistic approach 10(2)

The motivation for firms to go international 12(1)

Trade theories and economic development 12(5)

Absolute advantage 14(1)

Comparative advantage 14(2)

The assumptions underlying the principles of comparative advantage 16(1)

International trade theories 16(1)

Classical trade theory 17(1)

The factor of proportion theory 17(2)

The product life cycle theory 18(1)

Foreign direct investment (FDI) 19(4)

The eclectic paradigm 19(1)

The impact of FDI on national economies 20(1)

The determinant factors of FDI 21(1)

FDI and risks consideration 22(1)

Culture and international marketing development 23(3)

East and west cultures 23(1)

Cultural influences 24(1)

Cultural values 24(1)

National culture and consumption patterns 25(1)

Management issues in international marketing 26(1)

Summary 27(1)

Revision questions 28(1)

Seminar case study: Market opportunities and barriers in the Chinese emerging market 28(3)

Managerial assignment task 31(1)

References 31(3)

The International Marketing Environment 34(34)

Contents 34(1)

Learning objectives 34(1)

Introduction 35(1)

The international marketing environment 36(3)

The international economic environment 39(2)

Economic systems 39(1)

Stages of market and economic development 40(1)

Competitive analysis 40(1)

The cultural environment 41(4)

The interaction of culture and consumer behaviour 42(2)

The impact of religion and language 44(1)

The international political environment 45(4)

Political imperatives (barriers to operation) 46(1)

The political behaviour of international firms 47(2)

Political targets 49(1)

The international legal environment 49(6)

International law and the Internet 51(1)

Consumer protection 52(1)

Intellectual property violations 53(2)

Technological developments 55(2)

Information technology 56(1)

Technology advances 56(1)

Scanning for international marketing opportunities 57(1)

Competitive environmental scanning 57(1)

International marketing involvement 58(1)

The classification of international markets 58(4)

Economic classification 59(3)

Summary 62(1)

Revision questions 62(1)

Seminar case study: The international marketing environment: a focus on brands in the grey market 63(2)

Managerial assignment task 65(1)

References 66(2)

The International Marketing Information and Research Process 68(36)

Contents 68(1)

Learning objectives 68(1)

Introduction 69(1)

International marketing information systems 69(4)

International marketing information needs 70(1)

An information-gathering approach 71(2)

IT and marketing planning 73(4)

IT marketing 74(1)

Marketing expenditure on IT 74(1)

Changes in the employment of marketing mix variables 75(1)

Managerial use of IT for making decisions 76(1)

Sources of marketing information 77(4)

Classification and sources of information 78(3)

Data and research for the international marketing process 81(4)

Qualitative research 82(1)

Survey methods 82(1)

Incorporating technological advances into research design and methodology 83(2)

The international marketing research environment 85(3)

The changing international marketing environment 86(1)

The heterogeneity of research contexts 87(1)

International marketing research implications 87(1)

The organization of international research 88(3)

Measurement and sampling 89(1)

Analysis of the findings 90(1)

Reporting the findings 91(1)

Research problems in developing countries 91(2)

Conducting research in diverse environments 92(1)

Ethical issues in international marketing research 93(4)

Ethical issues relating to qualitative research 94(1)

Ethical issues relating to quantitative research 95(1)

Future directions in ethics 96(1)

Using the Internet for international marketing research 97(3)

Exploratory and qualitative research 97(2)

Descriptive and quantitative research 99(1)

Summary 100(1)

Revision questions 101(1)

Managerial assignment task 102(1)

References 102(2)

International Competitive Marketing Strategies 104(34)

Contents 104(1)

Learning objectives 104(1)

Introduction 105(1)

International market competitive theories 105(6)

The origin and nature of competitive advantage 105(1)

The value system 106(1)

The competitive strategy 107(2)

Competitive advantage in an international market 109(1)

International competitive strategy 110(1)

Sustainable competitive advantage 110(1)

Corporate and marketing strategy 111(3)

Operating strategies 112(1)

Strategic options (regional, local, or standardization) 113(1)

Psychic distance and corporate marketing performance 114(3)

Psychic distance and organizational performance 115(2)

International marketing and strategic planning 117(4)

Factors influencing strategic marketing planning 117(3)

Planning formality 120(1)

Generic strategic options in world markets 121(10)

International market segmentation 121(1)

Composition of a target market 122(1)

International targeting strategy 123(1)

International market positioning 124(2)

Alternative positioning strategies 126(2)

Market-based options (MBO) 128(1)

Resource-based alternatives 129(2)

International market expansion strategies 131(2)

The major strategic alternatives 132(1)

Summary 133(1)

Revision questions 134(1)

Seminar case study: McDonald's - a global retailer 134(2)

Managerial assignment task 136(1)

References 136(2)

Market Selection Decisions and Entry Strategies 138(34)

Contents 138(1)

Learning objectives 138(1)

Introduction 139(1)

Understanding international markets 139(1)

The elimination of unsuitable markets 140(1)

Foreign market selection 140(7)

Internal factors influencing the selection 142(1)

Mixed factors influencing the selection 143(2)

External factors influencing the selection 145(2)

Decision criteria for choice of market entry mode 147(4)

Internal factors 147(2)

Mixed factors 149(1)

External factors 150(1)

The role of culture in entry decisions 151(2)

Culturally close or distant 151(2)

Entry as an international marketing strategy 153(6)

Self-start entry (organic growth) strategy 153(1)

Franchising arrangements 153(2)

Joint ventures 155(1)

Acquisition 156(2)

International licensing agreements 158(1)

Strategic alliances (co-marketing) 159(1)

The goals of strategic alliance 159(1)

Motives underlying strategic alliances 160(1)

Partnerships in emerging markets 160(2)

The market adaptation and standardization process 162(3)

The impact of the Internet on the market selection and entry process 165(1)

Summary 166(1)

Revision questions 166(1)

Seminar case study: The entry of the Silver Streak Restaurant Corporation into Mexico 167(2)

Managerial assignment task 169(1)

References 169(3)

Management of Exporting and Importing 172(37)

Contents 172(1)

Learning objectives 172(1)

Introduction 173(1)

Export activities and organization 173(3)

Direct exporting modes 176(4)

The export agent 177(1)

Distributors 178(1)

The choice of intermediaries 178(2)

Exporting and logistics 180(9)

Terms of sale and delivery 180(2)

Terms of payment 182(4)

Export finance 186(3)

Government policy and exporting 189(1)

Overseas Trade Services (OTS) 189(1)

Help elsewhere 190(1)

Export planning 190(1)

Imports 191(1)

Free trade zones 192(1)

Barter and counter-trade 192(3)

Counter-trade 193(1)

Buyback 193(1)

Offset trading 193(1)

Switch trading 194(1)

Evidence account 194(1)

Parallel importing (grey marketing) 195(4)

The advantages of parallel importing 197(1)

The disadvantages of parallel importing 197(2)

Regional trading blocs 199(4)

Levels of trading arrangements 199(1)

Successful regional trading blocs 199(2)

The European Union 201(1)

North American Free Trade Agreement (NAFTA) 201(1)

Association of South East Asian Nations (ASEAN) 202(1)

Summary 203(1)

Revision questions 203(1)

Seminar case study: Export marketing challenges in the commercialization of GM crops 204(3)

Managerial assignment task 207(1)

References 207(2)

International Marketing Operations and Planning 209(30)

Contents 209(1)

Learning objectives 209(1)

Introduction 210(1)

International marketing operations 210(3)

Segmenting the international market 213(2)

Criteria for successful segmentation 213(1)

Consumer market segmentation 214(1)

Business (industrial) market segmentation 214(1)

Profiling the segments 214(1)

Segmenting international markets 215(1)

The nature of international marketing planning 216(5)

Types of planning mode 217(1)

Shorter-range planning 218(1)

Medium-range planning 218(1)

Longer-range planning 218(1)

An international marketing plan 218(3)

Strategic planning in the international context 221(3)

The meaning of strategy 222(2)

The role of strategic planning 224(2)

Company growth 226(1)

Marketing and corporate strategy 226(2)

General analysis of strategic options 228(2)

Selecting target markets 228(1)

Marketing management 229(1)

Control tools for international marketing planning 230(4)

Marketing implementation 231(1)

Monitoring action plans 231(1)

Challenges to international marketing planning 232(1)

Implementation of the international marketing plan 233(1)

Summary 234(1)

Revision questions 234(1)

Seminar case study: The strategic planning process at Akout plc 235(2)

Managerial assignment task 237(1)

References 237(2)

Product and Brand Decisions for International Marketing 239(35)

Contents 239(1)

Learning objectives 239(1)

Introduction 240(1)

The nature of the product in international markets 240(2)

International product policy 242(1)

Developing new products 242(3)

Degrees of product newness 243(2)

Product development strategic orientation 245(3)

International product introduction strategic alternatives 245(3)

Product standardization 248(5)

Standardization versus adaptation decisions 250(3)

Brand equity and branding decisions 253(6)

Branding decisions 253(1)

Brand comparison 254(1)

Own-label branding 254(2)

The retailer's perspective 256(1)

The manufacturer's perspective 257(1)

National brands (manufacturer's own brands) 258(1)

Co-branding 258(1)

Global branding 258(1)

The product life cycle (PLC) 259(3)

Introduction 259(1)

Growth 260(1)

Maturity 260(1)

Decline 260(1)

Problems with the product life cycle 260(1)

International product life cycle and strategies 261(1)

New product introduction and development 262(7)

In-house product development 262(3)

Adoption and diffusion of new products 265(2)

Product deletion 267(2)

International product-line management 269(1)

Summary 269(1)

Revision questions 270(1)

Seminar case study: The new product design process - the case of Alpha Ltd 271(1)

Managerial assignment task 272(1)

References 273(1)

Service Strategies for International Marketing 274(29)

Contents 274(1)

Learning objectives 274(1)

Introduction 275(1)

The nature of service in international markets 275(1)

International service sectors 276(1)

The characteristics of services 276(2)

Marketing problems relating to service characteristics 278(2)

Meta-classification of international services 278(2)

Service typologies 280(4)

Reflections on the four international service types 282(2)

International service process matrix 284(1)

Developing a supplementary service model 285(1)

Competitive strategy for international service provision 285(4)

Competition and industry drivers 286(2)

Coping with technological competition 288(1)

The marketing mix for international services 289(1)

The Booms and Bitner framework 290(3)

The international marketing task 292(1)

Implications for international marketing 293(1)

International services management 293(4)

Appropriate entry modes 293(1)

Standardization versus local adaptation 294(1)

Service quality considerations 295(1)

Regulatory impediments to international service marketing 296(1)

Economic impediments 297(1)

Cultural impediments 297(1)

Summary 297(1)

Revision questions 298(1)

Seminar case study: The Valamo Monastery (VM) 299(2)

Managerial assignment task 301(1)

References 301(2)

International Channels of Distribution and Logistics Management 303(32)

Contents 303(1)

Learning objectives 303(1)

Introduction 304(1)

The structure of international marketing channels 304(9)

Natural channels of distribution 306(1)

Influential factors in international channel design 307(6)

Channel selection and management 313(2)

Channel selection 314(1)

Appointing suitable agents 314(1)

Communication and control of agents 315(1)

Channel motivation and performance evaluation 315(3)

Channel membership management 316(1)

Channel motivation 316(1)

Channel cooperation and conflict 317(1)

Channel agreements and alternative channels 318(7)

Power negotiation 318(2)

Cultural aspects of negotiations 320(1)

Alternative channels of distribution 320(4)

Joint ventures 324(1)

Strategic alliances 324(1)

Channel strategy for new market entry 325(1)

Determinants of choice 325(1)

Grey market influences on distribution management 326(1)

The black market (informal economy) 327(1)

International logistics management 327(2)

The role of the Internet 329(3)

Aspects of the Internet developments 330(1)

The Internet and the value chain 331(1)

Summary 332(1)

Revision questions 333(1)

Managerial assignment task 333(1)

References 333(2)

Pricing Decisions in International Markets 335(32)

Contents 335(1)

Learning objectives 335(1)

Introduction 336(1)

Determinants of international pricing 336(3)

Competitive structure 338(1)

Price structure 338(1)

Consumer behaviour 339(1)

Using pricing strategy as competitive advantage in international markets 339(2)

Cost leadership strategy 340(1)

Low-price, high-quality strategy 340(1)

Focused differentiation strategy 340(1)

Brand preference strategy 340(1)

Fundamentals of pricing strategy 341(2)

International market skimming 342(1)

International market pricing 342(1)

Penetration pricing 342(1)

Economic analysis of international pricing issues 343(5)

Setting objectives for international pricing 343(3)

Price orientations in international marketing 346(2)

Export pricing 348(2)

Export pricing objectives 348(2)

Export pricing policies 350(1)

Export pricing methods 350(1)

International transfer pricing 350(2)

International reference pricing (IRP) 352(1)

Product dumping in international markets 353(1)

International product piracy 354(2)

Scope and kinds of international piracy 354(2)

Exchange rate fluctuations 356(3)

Currency risks 357(1)

Invoice currency policies 358(1)

International counter-trading 359(4)

Reasons for counter-trading 359(2)

Benefits from counter-trading 361(1)

Motivations and reasons for increasing counter-trade 361(1)

Difficulties associated with counter-trade 361(1)

Barter trading 362(1)

Counter purchase 362(1)

Summary 363(1)

Revision questions 363(1)

Seminar case study: Barter trading in the US radio industry 364(1)

Managerial assignment task 365(1)

References 366(1)

Integrated International Marketing Communications 367(34)

Contents 367(1)

Learning objectives 367(1)

Introduction 368(1)

The nature and process of marketing communications 368(5)

The international communication process 368(2)

Integrated marketing communications (IMC) 370(1)

The meaning of IMC 371(2)

International advertising decisions 373(6)

Standardization of international advertising campaigns 374(2)

Adaptation of international advertising campaigns 376(1)

Media selection 377(1)

Costs 378(1)

Selecting agents 378(1)

International publicity and public relations 379(2)

Major constraints on international publicity 379(2)

Personal selling in the international environment 381(1)

International sales promotion 382(4)

Sales promotion techniques 383(1)

Sales promotional objectives 383(1)

Choice of sales promotion techniques 383(3)

Relationship marketing 386(2)

Components of a successful relationship 386(2)

Direct marketing 388(1)

Growth of direct marketing 389(1)

Trade shows 389(1)

International account management 390(6)

Framework for managing international accounts 391(1)

Factors in the management of international accounts 391(1)

Examples of companies with international accounts 392(1)

International customers 392(1)

International channels 392(1)

Regional customers and channels 393(1)

Transferable marketing 393(1)

Lead countries 393(1)

International economies of scale 393(1)

High product development costs 393(1)

Changing technology 394(1)

International competitors 394(1)

Response to international customers 394(2)

Ethical and cultural issues 396(1)

Summary 397(1)

Revision questions 397(1)

Seminar case study: International account management 398(1)

Managerial assignment task 399(1)

References 400(1)

International Business-To-Business Marketing 401(29)

Contents 401(1)

Learning objectives 401(1)

Introduction 402(1)

The e-commerce markets 402(7)

The characteristics of B2C marketing 404(2)

The business markets 406(3)

The consumer market 409(1)

Relationship marketing in the B2B context 409(2)

The B2B relationship lifecycle 411(1)

The nature of B2B in the international environment 411(2)

Buyer behaviour in B2B markets 413(3)

Problem recognition 415(1)

Information search 415(1)

Evaluation of alternatives 415(1)

Purchase decision 416(1)

Post-purchase behaviour 416(1)

Exploring business behaviour in the B2B market 416(4)

The participants 419(1)

Negotiation process 419(1)

Performance monitoring 419(1)

After-sales analysis 420(1)

International B2B channel control 420(2)

The role of the Internet in developing B2B 422(3)

Innovative theory 422(3)

Government issues in B2B transactions 425(1)

Summary 426(1)

Revision questions 427(1)

Managerial assignment task 428(1)

References 429(1)

Retail Internationalization and Marketing 430(24)

Contents 430(1)

Learning objectives 430(1)

Introduction 431(1)

Global versus international retailing 431(1)

The nature of international retailing 432(2)

Conceptual framework and internationalization process 434(3)

Conceptual framework 434(2)

The internationalization process 436(1)

Internationalization motives and entry strategies 437(6)

Retail internationalization drivers 437(1)

Retail international expansion motives 438(1)

Market entry strategies 439(4)

International market opportunities 443(2)

International retail market position and strategies 445(1)

International retail format 446(2)

International market power 447(1)

Retail management implications 448(1)

Summary 448(1)

Revision questions 449(1)

Seminar case study: Louis Vuitton Moet Hennessy (LVMH): global retailer 450(2)

Managerial assignment task 452(1)

References 452(2)

The Internet and International Marketing 454(24)

Contents 454(1)

Learning objectives 454(1)

Introduction 455(1)

The role of e-commerce in international marketing 455(3)

E-commerce as a marketing process innovation 457(1)

The development of the Internet 458(2)

Internet users 460(7)

Technological applications 460(1)

The Internet development stage 461(1)

Adaptation process 462(5)

The Internet as an international marketing channel 467(1)

Business applications of the Internet 468(4)

The Internet and international marketing activities 470(2)

Summary 472(1)

Revision questions 473(1)

Seminar case study: The use of the Internet by Scult Software Company (SSC) 473(2)

Managerial assignment task 475(1)

References 476(2)

Ethics and International Marketing 478(29)

Contents 478(1)

Learning objectives 478(1)

Introduction 479(1)

The nature of ethics in international marketing 480(2)

The importance of ethics 480(1)

Developments in marketing responsibility 481(1)

Ethics in the international environment 482(2)

Corporate social responsibility 484(7)

Social expectations 486(1)

Corporate social culture 487(1)

Corporate ethical values 488(1)

Social responsibility in international marketing 489(2)

International fair trading 491(4)

The international fair trade movement 491(2)

Business responses to fair trade 493(2)

International marketing of ecological products 495(2)

Internationalization of eco-firms 497(1)

The role of consumers 497(5)

Consumers' judgement of unethical behaviour 498(1)

Consumer response to ethics 498(1)

Consumer sophistication 499(1)

Consumer boycotts and consumer values 500(2)

Summary 502(1)

Revision questions 502(1)

Seminar case study: The global revolution in ethical business 503(2)

Managerial assignment task 505(1)

References 505(2)
Index 507