Table Of Contents:

PART ONE AN OVERVIEW

The Scope and Challenge of International Marketing 2(24)

Global Perspective: Global Commerce Causes Peace 3(1)

The Internationalization of U.S. Business 4(5)

International Marketing Defined 9(1)

The International Marketing Task 10(4)

Marketing Decision Factors 11(1)

Aspects of the Domestic Environment 11(1)

Aspects of the Foreign Environment 12(2)

Environmental Adaptation Needed 14(1)

The Self-Reference Criterion and Ethnocentrism: Major Obstacles 15(3)

Developing a Global Awareness 18(1)

Stages of International Marketing Involvement 18(4)

No Direct Foreign Marketing 19(1)

Infrequent Foreign Marketing 19(1)

Regular Foreign Marketing 19(1)

International Marketing 20(1)

Global Marketing 20(2)

Strategic Orientation 22(2)

Domestic Market Extension Orientation 22(1)

Multidomestic Market Orientation 23(1)

Global Marketing Orientation 23(1)

The Orientation of International Marketing 24(2)

The Dynamic Environment of International Trade 26(30)

Global Perspective: Trade Barriers---An International Marketer's Minefield 27(2)

The Twentieth to the Twenty-first Century 29(5)

World Trade and U.S. Multinationals 30(3)

The First Decade of the Twenty-first Century and Beyond 33(1)

Balance of Payments 34(3)

Protectionism 37(9)

Protection Logic and Illogic 37(2)

Trade Barriers 39(7)

Easing Trade Restrictions 46(6)

The Omnibus Trade and Competitiveness Act 46(2)

General Agreement on Tariffs and Trade 48(2)

World Trade Organization 50(1)

Skirting the Spirit of GATT and the WTO 51(1)

The International Monetary Fund and World Bank Group 52(1)

Protests against Global Institutions 53(3)

PART TWO THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS

History and Geography: The Foundations of Culture 56(36)

Global Perspective: Birth of a Nation---Panama in 67 Hours 57(1)

Historical Perspective in Global Business 58(6)

History and Contemporary Behavior 58(1)

History Is Subjective 59(2)

Manifest Destiny and the Monroe Doctrine 61(3)

Geography and Global Markets 64(7)

Climate and Topography 65(2)

Geography, Nature, and Economic Growth 67(1)

Social Responsibility and Environmental Management 68(2)

Resources 70(1)

Dynamics of Global Population Trends 71(6)

Controlling Population Growth 72(1)

Rural/Urban Migration 73(2)

Population Decline and Aging 75(1)

Worker Shortage and Immigration 76(1)

World Trade Routes 77(2)

Communication Links 79(2)

World Maps 81(11)

Cultural Dynamics in Assessing Global Markets 92(30)

Global Perspective: Equities and eBay---Culture Gets in the Way 93(1)

Culture's Pervasive Impact 94(3)

Definitions and Origins of Culture 97(7)

Geography 99(1)

History 99(1)

The Political Economy 99(3)

Technology 102(1)

Social Institutions 102(2)

Elements of Culture 104(8)

Cultural Values 104(3)

Rituals 107(1)

Symbols 108(3)

Beliefs 111(1)

Thought Processes 112(1)

Cultural Knowledge 112(2)

Factual versus Interpretive Knowledge 112(1)

Cultural Sensitivity and Tolerance 113(1)

Cultural Change 114(8)

Cultural Borrowing 114(1)

Similarities: An Illusion 115(1)

Resistance to Change 116(1)

Planned and Unplanned Cultural Change 117(1)

Consequences of Innovation 118(4)

Culture, Management Style, and Business Systems 122(34)

Global Perspective: Do Blondes Have More Fun in Japan? 123(1)

Required Adaptation 124(3)

Degree of Adaptation 125(1)

Imperatives, Electives, and Exclusives 125(2)

The Impact of American Culture on Management Style 127(3)

Management Styles around the World 130(10)

Authority and Decision Making 130(1)

Management Objectives and Aspirations 131(2)

Communication Styles 133(4)

Formality and Tempo 137(2)

P-Time versus M-Time 139(1)

Negotiations Emphasis 139(1)

Gender Bias in International Business 140(2)

Business Ethics 142(7)

Corruption Defined 142(1)

The Western Focus on Bribery 143(3)

Bribery: Variations on a Theme 146(2)

Ethically and Socially Responsible Decisions 148(1)

Culture's Influence on Strategic Thinking 149(1)

A Synthesis, Relationship-Oriented versus Information-Oriented Cultures 150(6)

The Political Environment: A Critical Concern 156(22)

Global Perspective: Chiquita Bananas and Prosciutto di Parma, Louis Vuitton Handbags, Scented Bath Oils and Soaps, and Batteries---Strange Bedfellows from the World of Politics 157(1)

The Sovereignty of Nations 158(1)

Stability of Government Policies 159(5)

Political Parties 161(1)

Nationalism 162(2)

Political Risks of Global Business 164(6)

Confiscation, Expropriation, and Domestication 164(1)

Economic Risks 165(2)

Political Sanctions 167(1)

Political and Social Activists 167(1)

Violence and Terrorism 168(1)

Cyberterrorism 169(1)

Assessing Political Vulnerability 170(3)

Politically Sensitive Products and Issues 171(1)

Forecasting Political Risk 171(2)

Reducing Political Vulnerability 173(3)

Joint Ventures 175(1)

Expanding the Investment Base 175(1)

Licensing 175(1)

Planned Domestication 175(1)

Political Payoffs 175(1)

Government Encouragement 176(2)

The International Legal Environment: Playing by the Rules 178(32)

Global Perspective: The Pajama Caper 179(1)

Bases for Legal Systems 180(4)

Common and Code Law 181(1)

Islamic Law 182(1)

Marxist-Socialist Tenets 183(1)

Jurisdiction in International Legal Disputes 184(2)

International Dispute Resolution 186(3)

Conciliation 186(1)

Arbitration 187(1)

Litigation 188(1)

Protection of Intellectual Property Rights: A Special Problem 189(6)

Counterfeiting and Piracy 190(1)

Inadequate Protection 191(1)

Prior Use versus Registration 192(1)

International Conventions 192(3)

Commercial Law within Countries 195(4)

Marketing Laws 196(2)

Green Marketing Legislation 198(1)

Antitrust 198(1)

U.S. Laws Apply in Host Countries 199(4)

Foreign Corrupt Practices Act 200(1)

National Security Laws 201(1)

Antitrust Laws 201(1)

Antiboycott Law 202(1)

Extraterritoriality of U.S. Law 203(1)

Cyberlaw: Unresolved Issues 203(7)

Cybersquatters 204(2)

Taxes 206(1)

Jurisdiction of Disputes and Validity of Contracts 206(4)

PART THREE ASSESSING GLOBAL MARKET OPPORTUNITIES

Developing a Global Vision through Marketing Research 210(32)

Global Perspective: Selling Apples in Japan Can Be a Bruising Business 211(2)

Breadth and Scope of International Marketing Research 213(1)

The Research Process 214(1)

Defining the Problem and Establishing Research Objectives 214(1)

Problems of Availability and Use of Secondary Data 215(3)

Availability of Data 216(1)

Reliability of Data 216(1)

Comparability of Data 217(1)

Validating Secondary Data 218(1)

Gathering Primary Data: Quantitative and Quantitative Research 218(3)

Problems of Gathering Primary Data 221(5)

Ability to Communicate Opinions 221(1)

Willingness to Respond 222(1)

Sampling in Field Surveys 223(1)

Language and Comprehension 224(2)

Multicultural Research: A Special Problem 226(2)

Research on the Internet: A Growing Opportunity 228(1)

Estimating Market Demand 229(3)

Expert Opinion 230(1)

Analogy 231(1)

Problems in Analyzing and Interpreting Research Information 232(1)

Responsibility for Conducting Marketing Research 232(2)

Communicating with Decision Makers 234(1)

Appendix: Sources of Secondary Data 235(7)

Emerging Markets 242(34)

Global Perspective: Wal-Mart, Tide, and Three-Snake Wine 243(1)

Marketing and Economic Development 244(10)

Stages of Economic Development 245(2)

NIC Growth Factors 247(2)

Information Technology, the Internet, and Economic Development 249(1)

Objectives of Developing Countries 250(1)

Infrastructure and Development 251(1)

Marketing's Contributions 252(2)

Marketing in a Developing Country 254(4)

Level of Market Development 254(1)

Demand in a Developing Country 254(4)

Developing Countries and Emerging Markets 258(14)

The Americas 259(2)

Eastern Europe and the Baltic States 261(3)

Asia 264(6)

Newest Emerging Markets 270(2)

Strategic Implications for Marketing 272(4)

Multinational Market Regions and Market Groups 276(36)

Global Perspective: Might Free Trade Bring Peace to the Middle East? 277(2)

La Raison d'Etre 279(1)

Economic Factors 279(1)

Political Factors 279(1)

Geographic Proximity 280(1)

Cultural Factors 280(1)

Patterns of Multinational Cooperation 280(3)

Global Markets and Multinational Market Groups 283(1)

Europe 283(13)

European Community 283(5)

European Union 288(4)

Strategic Implications for Marketing in Europe 292(2)

Marketing Mix Implications 294(1)

The Commonwealth of Independent States 294(2)

Central European Free Trade Area 296(1)

The Americas 296(9)

North American Free Trade Agreement 296(4)

Southern Cone Free Trade Area (Mercosur) 300(1)

Latin American Economic Cooperation 301(2)

NAFTA to FTAA or SAFTA? 303(2)

Asian-Pacific Rim 305(2)

Association of Southeast Asian Nations 305(1)

Asia-Pacific Economic Cooperation 306(1)

Africa 307(1)

Middle East 308(1)

Regional Trading Groups and Emerging Markets 309(3)

PART FOUR DEVELOPING GLOBAL MARKETING STRATEGIES

Global Marketing Management: Planning and Organization 312(28)

Global Perspective: Global Gateways 313(2)

Global Marketing Management: An Old Debate and a New View 315(5)

The Nestle Way: Evolution Not Revolution 317(1)

Benefits of Global Marketing 318(1)

A Balanced Approach to Global Marketing Strategy---3M Corporation 319(1)

Planning for Global Markets 320(5)

Company Objectives and Resources 321(1)

International Commitment 321(1)

The Planning Process 321(4)

Alternative Market-Entry Strategies 325(10)

Exporting 327(1)

Contractual Agreements 328(2)

Strategic International Alliance 330(5)

Direct Foreign Investment 335(1)

Organizing for Global Competition 335(5)

Locus of Decision 337(1)

Centralized versus Decentralized Organizations 337(3)

Products and Services for Consumers 340(32)

Global Perspective: Hong Kong---Disney Rolls the Dice Again 341(1)

Quality 342(5)

Quality Defined 343(1)

Maintaining Quality 344(1)

Physical or Mandatory Requirements and Adaptation 345(1)

Green Marketing and Product Development 346(1)

Products and Culture 347(6)

Innovative Products and Adaptation 349(1)

Diffusion of Innovations 350(2)

Production of Innovations 352(1)

Analyzing Product Components for Adaptation 353(5)

Core Component 354(1)

Packaging Component 355(2)

Support Services Component 357(1)

Marketing Consumer Services Globally 358(5)

Services Opportunities in Global Markets 359(1)

Barriers to Entering Global Markets for Consumer Services 360(3)

Brands in International Markets 363(9)

Global Brands 365(1)

National Brands 366(1)

Country-of-Origin Effect and Global Brands 367(2)

Private Brands 369(3)

Products and Services for Businesses 372(26)

Global Perspective: Intel, the Boom and the Inescapable Bust 373(2)

Demand in Global Business-to-Business Markets 375(4)

The Volatility of Industrial Demand 375(3)

Stages of Economic Development 378(1)

Technology and Market Demand 378(1)

Quality and Global Standards 379(7)

Quality Is Defined by the Buyer 380(1)

Universal Standards 381(3)

ISO 9000 Certification: An International Standard of Quality 384(2)

Business Services 386(3)

After-Sale Services 386(2)

Other Business Services 388(1)

Trade Shows: A Crucial Part of Business-to-Business Marketing 389(3)

Relationship Marketing in Business-to-Business Contexts 392(6)

International Marketing Channels 398(36)

Global Perspective: 500 Million Sticks of Doublemint Today---Billions Tomorrow 399(1)

Channel-of-Distribution Structures 400(9)

Import-Oriented Distribution Structure 400(1)

Japanese Distribution Structure 401(2)

Channel Control 403(3)

Trends: From Traditional to Modern Channel Structures 406(3)

Distribution Patterns 409(5)

General Patterns 409(2)

Retail Patterns 411(3)

Alternative Middleman Choices 414(9)

Home-Country Middlemen 415(4)

Foreign-Country Middlemen 419(4)

Government-Affiliated Middlemen 423(1)

Factors Affecting Choice of Channels 423(2)

Cost 424(1)

Capital Requirements 424(1)

Control 424(1)

Coverage 424(1)

Character 425(1)

Continuity 425(1)

Locating, Selecting, and Motivating Channel Members 425(3)

Locating Middlemen 426(1)

Selecting Middlemen 426(1)

Motivating Middlemen 427(1)

Terminating Middlemen 427(1)

Controlling Middlemen 427(1)

The Internet 428(6)

Exporting and Logistics: Special Issues for Business 434(32)

Global Perspective: An Export Sale: From Trade Show to Installation 435(3)

Export Restrictions 438(5)

Determining Export Requirements 438(4)

ELAIN, STELLA, ERIC, and SNAP 442(1)

Import Restrictions 443(4)

Tariffs 443(1)

Exchange Permits 444(1)

Quotas 445(1)

Import Licenses 445(1)

Standards 446(1)

Boycotts 446(1)

Voluntary Restrictions 446(1)

Other Restrictions 446(1)

Terms of Sale 447(1)

Getting Paid: Foreign Commercial Payments 448(3)

Letters of Credit 448(2)

Bills of Exchange 450(1)

Cash in Advance 451(1)

Open Accounts 451(1)

Forfaiting 451(1)

Export Documents 451(2)

Packing and Marking 453(1)

Customs-Privileged Facilities 453(2)

Foreign Trade Zones 453(1)

Offshore Assembly (Maquiladoras) 454(1)

Logistics 455(11)

Interdependence of Physical Distribution Activities 455(3)

Benefits of a Physical Distribution System 458(1)

Export Shipping and Warehousing 458(3)

Foreign Freight Forwarder 461(1)

The 24-Hour Rule and Logistics 461(1)

Role of the Internet in International Logistics 462(4)

Integrated Marketing Communications and International Advertising 466(34)

Global Perspective: Barbie versus Mulan 467(1)

Sales Promotions in International Markets 468(1)

International Public Relations 469(2)

International Advertising 471(2)

Advertising Strategy and Goals 473(5)

Product Attribute and Benefit Segmentation 474(1)

Regional Segmentation 475(3)

The Message: Creative Challenges 478(9)

Global Advertising and the Communications Process 478(4)

Legal Constraints 482(2)

Linguistic Limitations 484(1)

Cultural Diversity 485(1)

Media Limitations 486(1)

Production and Cost Limitations 486(1)

Media Planning and Analysis 487(8)

Tactical Considerations 487(1)

Specific Media Information 487(8)

Campaign Execution and Advertising Agencies 495(2)

International Control of Advertising: Broader Issues 497(3)

Personal Selling and Sales Management 500(28)

Global Perspective: International Assignments Are Glamorous, Right? 501(1)

Designing the Sales Force 502(2)

Recruiting Marketing and Sales Personnel 504(6)

Expatriates 504(1)

Virtual Expatriates 505(1)

Local Nationals 506(3)

Third-Country Nationals 509(1)

Host-Country Restrictions 510(1)

Selecting Sales and Marketing Personnel 510(2)

Training for International Marketing 512(1)

Motivating Sales Personnel 513(2)

Designing Compensation Systems 515(3)

For Expatriates 515(1)

For a Global Sales Force 516(2)

Evaluating and Controlling Sales Representatives 518(1)

Preparing U.S. Personnel for Foreign Assignments 519(3)

Overcoming Reluctance to Accept a Foreign Assignment 519(1)

Reducing the Rate of Early Returns 519(1)

Successful Expatriate Repatriation 520(2)

Developing Cultural Awareness 522(1)

The Changing Profile of the Global Manager 522(2)

Foreign Language Skills 524(4)

Pricing for International Markets 528(34)

Global Perspective: The Price War 529(1)

Pricing Policy 530(4)

Pricing Objectives 530(1)

Parallel Imports 531(3)

Approaches to International Pricing 534(4)

Full-Cost versus Variable-Cost Pricing 535(1)

Skimming versus Penetration Pricing 535(3)

Price Escalation 538(4)

Costs of Exporting 538(1)

Taxes, Tariffs, and Administrative Costs 538(1)

Inflation 539(1)

Deflation 539(1)

Exchange Rate Fluctuations 540(1)

Varying Currency Values 540(1)

Middleman and Transportation Costs 541(1)

Sample Effects of Price Escalation 542(1)

Approaches to Lessening Price Escalation 543(6)

Lowering Cost of Goods 543(1)

Lowering Tariffs 544(2)

Lowering Distribution Costs 546(1)

Using Foreign Trade Zones to Lessen Price Escalation 546(2)

Dumping 548(1)

Leasing in International Markets 549(1)

Countertrade as a Pricing Tool 549(5)

Types of Countertrade 550(2)

Problems of Countertrading 552(1)

The Internet and Countertrade 553(1)

Proactive Countertrade Strategy 553(1)

Transfer Pricing Strategy 554(2)

Price Quotations 556(1)

Administered Pricing 556(6)

Cartels 557(1)

Government-Influenced Pricing 558(4)

PART FIVE IMPLEMENTING GLOBAL MARKETING STRATEGIES

Negotiating with International Customers, Partners, and Regulators 562(29)

Global Perspective: A Japanese Aisatsu 563(2)

The Dangers of Stereotypes 565(1)

The Pervasive Impact of Culture on Negotiation Behavior 566(10)

Differences in Language and Nonverbal Behaviors 567(6)

Differences in Values 573(2)

Differences in Thinking and Decision-Making Processes 575(1)

Implications for Managers and Negotiators 576(12)

Negotiation Teams 576(2)

Negotiation Preliminaries 578(3)

At the Negotiation Table 581(6)

After Negotiations 587(1)

Conclusions 588(3)

PART SIX SUPPLEMENTARY MATERIAL

THE COUNTRY NOTEBOOK---A Guide for Developing a Marketing Plan 591(87)

CASES

An Overview 601(18)

Starbucks---Going Global Fast 602(4)

Nestle: The Infant Formula Controversy 606(4)

Coke and Pepsi Learn to Compete in India 610(6)

Marketing Microwave Ovens to a New Market Segment 616(3)

The Cultural Environment of Global Marketing 619(18)

The Not-So-Wonderful World of EuroDisney---Things Are Better Now at Paris Disneyland 620(4)

Cultural Norms, Fair & Lovely, and Advertising 624(3)

Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe? 627(3)

Ethics and Airbus 630(4)

Coping with Corruption in Trading with China 634(2)

When International Buyers and Sellers Disagree 636(1)

Assessing Global Market Opportunities 637(12)

Krispy Kreme Doughnuts Going Global? 638(2)

International Marketing Research at the Mayo Clinic 640(4)

Swifter, Higher, Stronger, Dearer 644(5)

Developing Global Marketing Strategies 649(29)

Boeing's Product Development Stumble 650(4)

Tambrands: Overcoming Cultural Resistance 654(2)

Iberia Airlines Builds a BATNA 656(3)

Blair Water Purifiers India 659(8)

Sales Negotiations Abroad for MRI Systems 667(1)

National Office Machines---Motivating Japanese Salespeople: Straight Salary or Commission? 668(3)

AIDS, Condoms, and Carnival 671(3)

Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries 674(4)
Name Index 678(7)
Subject Index 685