Rent 9780072941647 | International Marketing w/Student CD and PowerWeb | Cateora, Philip R.; Graham, John L. @knetbooks.com

Table of Contents

PART ONE AN OVERVIEW

The Scope and Challenge of International Marketing

(24)

Global Perspective: Global Commerce Causes Peace

... MORE

(1)

The Internationalization of U.S. Business

(5)

International Marketing Defined

(1)

The International Marketing Task

(4)

Marketing Decision Factors

(1)

Aspects of the Domestic Environment

(1)

Aspects of the Foreign Environment

(2)

Environmental Adaptation Needed

(1)

The Self-Reference Criterion and Ethnocentrism: Major Obstacles

(3)

Developing a Global Awareness

(1)

Stages of International Marketing Involvement

(4)

No Direct Foreign Marketing

(1)

Infrequent Foreign Marketing

(1)

Regular Foreign Marketing

(1)

International Marketing

(1)

Global Marketing

(2)

Strategic Orientation

(2)

Domestic Market Extension Orientation

(1)

Multidomestic Market Orientation

(1)

Global Marketing Orientation

(1)

The Orientation of International Marketing

(2)

The Dynamic Environment of International Trade

(30)

Global Perspective: Trade Barriers---An International Marketer's Minefield

(2)

The Twentieth to the Twenty-first Century

(5)

World Trade and U.S. Multinationals

(3)

The First Decade of the Twenty-first Century and Beyond

(1)

Balance of Payments

(3)

Protectionism

(9)

Protection Logic and Illogic

(2)

Trade Barriers

(7)

Easing Trade Restrictions

(6)

The Omnibus Trade and Competitiveness Act

(2)

General Agreement on Tariffs and Trade

(2)

World Trade Organization

(1)

Skirting the Spirit of GATT and the WTO

(1)

The International Monetary Fund and World Bank Group

(1)

Protests against Global Institutions

(3)

PART TWO THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS

History and Geography: The Foundations of Culture

(36)

Global Perspective: Birth of a Nation---Panama in 67 Hours

(1)

Historical Perspective in Global Business

(6)

History and Contemporary Behavior

(1)

History Is Subjective

(2)

Manifest Destiny and the Monroe Doctrine

(3)

Geography and Global Markets

(7)

Climate and Topography

(2)

Geography, Nature, and Economic Growth

(1)

Social Responsibility and Environmental Management

(2)

Resources

(1)

Dynamics of Global Population Trends

(6)

Controlling Population Growth

(1)

Rural/Urban Migration

(2)

Population Decline and Aging

(1)

Worker Shortage and Immigration

(1)

World Trade Routes

(2)

Communication Links

(2)

World Maps

(11)

Cultural Dynamics in Assessing Global Markets

(30)

Global Perspective: Equities and eBay---Culture Gets in the Way

(1)

Culture's Pervasive Impact

(3)

Definitions and Origins of Culture

(7)

Geography

(1)

History

(1)

The Political Economy

(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

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