International marketing

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Cover Title Copyright About the Authors Preface Brief Contents Table of Contents PART ONE: AN OVERVIEW 1 The Scope and Challenge of International Marketing The Internationalization of U.S. Business International Marketing Defined The International Marketing Task Marketing Decision Factors Aspects of the Domestic Environment Aspects of the Foreign Environment Environmental Adaptation Needed The Self-Reference Criterion and Ethnocentrism: Major Obstacles Developing a Global Awareness Stages of International Marketing Involvement No Direct Foreign Marketing Infrequent Foreign Marketing Regular Foreign Marketing International Marketing Global Marketing The Orientation of International Marketing 2 The Dynamic Environment of International Trade The Twentieth to the Twenty-First Century World Trade and U.S. Multinationals Beyond the First Decade of the Twenty-First Century Balance of Payments Protectionism Protection Logic and Illogic Trade Barriers Easing Trade Restrictions The Omnibus Trade and Competitiveness Act General Agreement on Tariffs and Trade World Trade Organization Skirting the Spirit of GATT and WTO The International Monetary Fund and World Bank Group Protests against Global Institutions PART TWO: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS 3 History and Geography: The Foundations of Culture Historical Perspective in Global Business History and Contemporary Behavior History Is Subjective Manifest Destiny and the Monroe Doctrine Geography and Global Markets Climate and Topography Geography, Nature, and Economic Growth Social Responsibility and Environmental Management Resources Dynamics of Global Population Trends Controlling Population Growth Rural/Urban Migration Population Decline and Aging Worker Shortage and Immigration World Trade Routes Communication Links 4 Cultural Dynamics in Assessing Global Markets Culture's Pervasive Impact Definitions and Origins of Culture Geography History The Political Economy Technology Social Institutions Elements of Culture Cultural Values Rituals Symbols Beliefs Thought Processes Cultural Sensitivity and Tolerance Cultural Change Cultural Borrowing Similarities: An Illusion Resistance to Change Planned and Unplanned Cultural Change 5 Culture, Management Style, and Business Systems Required Adaptation Degree of Adaptation Imperatives, Electives, and Exclusives The Impact of American Culture on Management Style Management Styles around the World Authority and Decision Making Management Objectives and Aspirations Communication Styles Formality and Tempo P-Time versus M-Time Negotiations Emphasis Marketing Orientation Gender Bias in International Business Business Ethics Corruption Defined The Western Focus on Bribery Bribery: Variations on a Theme Ethical and Socially Responsible Decisions Culture's Influence on Strategic Thinking Synthesis: Relationship-Oriented vs. Information-Oriented Cultures 6 The Political Environment: A Critical Concern The Sovereignty of Nations Stability of Government Policies Forms of Government Political Parties Nationalism Targeted Fear and/or Animosity Trade Disputes Political Risks of Global Business Confiscation, Expropriation, and Domestication Economic Risks Political Sanctions Political and Social Activists and Nongovernmental Organizations Violence, Terrorism, and War Cyberterrorism and Cybercrime Assessing Political Vulnerability Politically Sensitive Products and Issues Forecasting Political Risk Lessening Political Vulnerability Joint Ventures Expanding the Investment Base Licensing/Franchising Planned Domestication Political Bargaining Political Payoffs Government Encouragement 7 The International Legal Environment: Playing by the Rules Bases for Legal Systems Common vs. Code Law Islamic Law Marxist–Socialist Tenets Jurisdiction in International Legal Disputes International Dispute Resolution Conciliation Arbitration Litigation Protection of Intellectual Property Rights: A Special Problem Counterfeiting and Piracy Inadequate Protection Prior Use versus Registration International Conventions Other Managerial Approaches to Protecting Intellectual Property Cyberlaw: Unresolved Issues Domain Names and Cybersquatters Taxes Jurisdiction of Disputes and Validity of Contracts Commercial Law within Countries Marketing Laws Green Marketing Legislation Foreign Countries' Antitrust Laws U.S. Laws Apply in Host Countries Foreign Corrupt Practices Act U.S. Antitrust Laws That Apply in Foreign Markets Antiboycott Law Extraterritoriality of U.S. Laws Export Restrictions National Security Laws Determining Export Requirements ELAIN, STELA, ERIC, and SNAP PART THREE: ASSESSING GLOBAL MARKET OPPORTUNITIES 8 Developing a Global Vision through Marketing Research Breadth and Scope of International Marketing Research The Research Process Defining the Problem and Establishing Research Objectives Problems of Availability and Use of Secondary Data Availability of Data Reliability of Data Comparability of Data Validating Secondary Data Gathering Primary Data: Quantitative and Qualitative Research Problems of Gathering Primary Data Ability to Communicate Opinions Willingness to Respond Sampling in Field Surveys Language and Comprehension Multicultural Research: A Special Problem Research on the Internet: A Growing Opportunity Estimating Market Demand Expert Opinion Analogy Problems in Analyzing and Interpreting Research Information Responsibility for Conducting Marketing Research Communicating with Decision Makers Appendix: Sources of Secondary Data Websites for International Marketing U.S. Government Sources Other Sources 9 Economic Development and the Americas Marketing and Economic Development Stages of Economic Development Economic Growth Factors Information Technology, the Internet, and Economic Development Objectives of Developing Countries Infrastructure and Development Marketing's Contributions Marketing in a Developing Country Level of Market Development Demand in Developing Countries Big Emerging Markets (BEMs) The Americas North American Free Trade Agreement (NAFTA) Dominican Republic–Central American Free Trade Agreement (DR-CAFTA) Southern Cone Free Trade Area (Mercosur) Latin American Progress Latin American Economic Cooperation NAFTA to FTAA or SAFTA? Strategic Implications for Marketing 10 Europe, Africa, and the Middle East La Raison d'Etre Economic Factors Political Factors Geographic and Temporal Proximity Cultural Factors Patterns of Multinational Cooperation Global Markets and Multinational Market Groups Europe European Integration European Union Eastern Europe and the Baltic States The Commonwealth of Independent States Africa Middle East/North Africa (MENA) Implications of Market Integration Strategic Implications Market Metrics Marketing Mix Implications 11 The Asia Pacific Region Dynamic Growth in the Asia Pacific Region The Greater China Japan India The Four "Asian Tigers" Vietnam Bottom-of-the-Pyramid Markets (BOPMs) Market Metrics Asia Pacific Trade Associations Association of Southeast Asian Nations (ASEAN) and ASEAN+3 Asia-Pacific Economic Cooperation (APEC) A Focus on Diversity within China Northeast China: Longtime Industrial Heartland Beijing–Tianjin Shanghai and the Yangtze River Delta Pearl River Delta The Other Billion Differences in Business Negotiation Styles within The Greater China Marketing Opportunities in The Greater China PART FOUR: DEVELOPING GLOBAL MARKETING STRATEGIES 12 Global Marketing Management: Planning and Organization Global Marketing Management The Nestlé Way: Evolution, not Revolution Benefits of Global Marketing Planning for Global Markets Company Objectives and Resources International Commitment The Planning Process Alternative Market-Entry Strategies Exporting Contractual Agreements Strategic International Alliances Direct Foreign Investment Organizing for Global Competition Locus of Decision Centralized versus Decentralized Organizations 13 Products and Services for Consumers Quality Quality Defined Maintaining Quality Physical or Mandatory Requirements and Adaptation Green Marketing and Product Development Products and Culture Innovative Products and Adaptation Diffusion of Innovations Production of Innovations Analyzing Product Components for Adaptation Core Component Packaging Component Support Services Component Marketing Consumer Services Globally Services Opportunities in Global Markets Barriers to Entering Global Markets for Consumer Services Brands in International Markets Global Brands National Brands Country-of-Origin Effect and Global Brands Private Brands 14 Products and Services for Businesses Demand in Global Business-to- Business (B2B) Markets The Volatility of Industrial Demand Stages of Economic Development Technology and Market Demand Quality and Global Standards Quality is Defined by the Buyer ISO 9000 Certification: An International Standard of Quality Business Services After-Sale Services Other Business Services Trade Shows: A Crucial Part of Business-to-Business Marketing Relationship Marketing in Business- to-Business Contexts 15 International Marketing Channels Channel-of-Distribution Structures Import-Oriented Distribution Structure Japanese Distribution Structure Trends: From Traditional to Modern Channel Structures Distribution Patterns Retail Patterns Alternative Middleman Choices Home-Country Middlemen Foreign-Country Middlemen Government- Affiliated Middlemen Factors Affecting Choice of Channels Cost Capital Requirements Control Coverage Character Continuity Channel Management Locating Middlemen Selecting Middlemen Motivating Middlemen Controlling Middlemen Terminating Middlemen The Internet Logistics 16 Integrated Marketing Communications and International Advertising Sales Promotions in International Markets International Public Relations International Advertising Advertising Strategy and Goals Product Attribute and Benefit Segmentation Regional Segmentation The Message: Creative Challenges Global Advertising and the Communications Process Legal Constraints Linguistic Limitations Cultural Diversity Media Limitations Production and Cost Limitations Media Planning and Analysis Tactical Considerations Campaign Execution and Advertising Agencies International Control of Advertising: Broader Issues 17 Personal Selling and Sales Management Designing the Sales Force Recruiting Marketing and Sales Personnel Expatriates Virtual Expatriates Local Nationals Third-Country Nationals Host-Country Restrictions Selecting Sales and Marketing Personnel Training for International Marketing Motivating Sales Personnel Designing Compensation Systems For Expatriates For a Global Sales Force Evaluating and Controlling Sales Representatives Preparing U.S. Personnel for Foreign Assignments Overcoming Reluctance to Accept a Foreign Assignment Reducing the Rate of Early Returns Successful Expatriate Repatriation Developing Cultural Awareness The Changing Profile of the Global Manager Foreign-Language Skills 18 Pricing for International Markets Pricing Policy Pricing Objectives Parallel Imports Approaches to International Pricing Full-Cost versus Variable-Cost Pricing Skimming versus Penetration Pricing Price Escalation Costs of Exporting Taxes, Tariffs, and Administrative Costs Inflation Deflation Exchange Rate Fluctuations Varying Currency Values Middleman and Transportation Costs Sample Effects of Price Escalation Approaches to Reducing Price Escalation Lowering Cost of Goods Lowering Tariffs Lowering Distribution Costs Using Foreign Trade Zones Dumping Leasing in International Markets Countertrade as a Pricing Tool Problems of Countertrading The Internet and Countertrading Price Quotations Administered Pricing Cartels Government-Influenced Pricing Getting Paid: Foreign Commercial Payments Letters of Credit Bills of Exchange Cash in Advance Open Accounts Forfaiting PART FIVE: IMPLEMENTING GLOBAL MARKETING STRATEGIES 19 Inventive Negotiations with International Customers, Partners, and Regulators The Dangers of Stereotypes The Pervasive Impact of Culture on Negotiation Behavior Differences in Language and Nonverbal Behaviors Differences in Values Differences in Thinking and Decision-Making Processes Implications for Managers and Negotiators Negotiation Teams Negotiation Preliminaries At the Negotiation Table After Negotiations Inventive International Negotiations Conclusions PART SIX: SUPPLEMENTARY MATERIAL THE COUNTRY NOTEBOOK—A Guide for Developing a Marketing Plan CASES: Cases can be found in SmartBook or the Instructor Resources within Connect 1. An Overview 1-1 Starbucks—Going Global Fast 1-2 Nestlé: The Infant Formula Controversy 1-3 Coke and Pepsi Learn to Compete in India 1-4 Marketing Microwave Ovens to a New Market Segment 1-5 Living in a Box … The Way of the Future? 2. The Cultural Environment of Global Marketing 2-1 The Not-So-Wonderful World of EuroDisney—to Paris,Hong Kong, Shanghai, and Beyond 2-2 Cultural Norms, Fair & Lovely, and Advertising 2-3 Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe? 2-4 Ethics and Airbus 2-5 Coping with Corruption 2-6 When International Buyers and Sellers Disagree 2-7 McDonald’s and Obesity 2-8 Ultrasound Machines, India, China, and a Skewed Sex Ratio 2-9 Counterfeit Mobile Phones in Southeast Asia 3 Assessing Global Market Opportunities 3-1 International Marketing Research at the Mayo Clinic 3-2 Swifter, Higher, Stronger, Dearer 3-3 Marketing to the Bottom of the Pyramid 3-4 Continued Growth for Zara and Inditex 3-5 A Sea Launch Recovery? 3-6 Club Med and the International Consumer 3-7 Gillette: The 11-Cent Razor, India, and ReverseInnovation 3-8 Amazon in Emerging Markets 4. Developing Global Marketing Strategies 4-1 Tambrands—Overcoming Cultural Resistance 4-2 Futuram’s Risk Management Strategy 4-3 Sales Negotiations Abroad for MRI Systems 4-4 National Office Machines—Motivating JapaneseSalespeople: Straight Salary or Commission? 4-5 AIDS, Condoms, and Carnival 4-6 Making Socially Responsible and Ethical MarketingDecisions: Selling Tobacco to Third World Countries 4-7 The Obstacles to Introducing a New Product into aNew Market 4-8 Mary Kay in India 4-9 Noland Stores Cleans Up Its Act Glossary a b c d e f g h i l m n o p q r s t u v w Name Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Subject Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z