Rent 9780201419641 | International Marketing and Export Management

Summary Table of Contents

This book comprehensively covers both international marketing and export management. This is a focus on marketing decisions and management processes involved in exporting and not simply a 'how to' treatment of technical export details. This 5th edition has been written in response to the continually rapid changes in international marketing and the new challenges that are arising. This book is suitable for Undergraduates and Postgraduates/MBA courses in International Marketing, Export Marketing and International Trade.

Preface

Trademark notice

International marketing and exporting

(28)

Introduction

... MORE

(7)

The nature of international marketing

(8)

Export marketing planning and strategy

(6)

Ethical/moral issues

(2)

Overview of the book

(5)

Questions for discussion

(1)

References

(1)

Further reading

(1)

Export of art goods from Hungary

(1)

Murphy Company Limited

(2)

Bases of international marketing

(34)

Introduction

(1)

Potential benefits from export marketing

(3)

International trade theories

(6)

Export behavior theories

(1)

Export motives

(8)

The development of export in the firm: internationalization stages

(3)

Exporting and the network model

(3)

Summary

(10)

Questions for discussion

(1)

References

(1)

Further reading

(1)

The search for the world car

(4)

ELECTRO-X

(3)

The international environment

(55)

Introduction

(1)

Economic forces

(5)

Socio-cultural environment

(11)

Political/legal environment

(14)

Economic integration

(4)

Competition

(4)

Summary

102

(16)

Questions for discussion

103

(1)

References

104

(1)

Further reading

105

(1)

Supreme Canning Company

106

(1)

Mary Kay China: Shanghai market entry

107

(11)

Export market selection: definition and strategies

118

(39)

Introduction

118

(1)

Market definition and segmentation

119

(9)

Export market expansion strategies

128

(17)

Foreign market portfolios: technique and analysis

145

(5)

Summary

150

(7)

Questions for discussion

150

(1)

References

151

(1)

Further reading

152

(1)

SAN A/S

152

(2)

IKEA

154

(3)

Information for international market(ing) decisions

157

(30)

Introduction

157

(3)

Sources of information

160

(7)

Assessing market potential

167

(4)

Export marketing research

171

(7)

Summary

178

(9)

Questions for discussion

178

(1)

References

179

(1)

Further reading

179

(1)

Appendix: Selected publications providing secondary data

180

(2)

Mariani Packing Company, Inc.

182

(2)

Aquabear AB

184

(3)

Export market entry strategies

187

(31)

Introduction

187

(1)

Entry as a channel decision

187

(3)

Entry as strategy

190

(6)

Factors influencing choice of entry mode

196

(8)

Managing the channel

204

(1)

Selecting the entry mode

205

(1)

Using free areas

206

(1)

Summary

207

(11)

Questions for discussion

207

(1)

References

208

(1)

Further reading

208

(1)

Alcas Corporation

209

(3)

Yang Toyland Pte. Limited

212

(6)

Export entry modes

218

(42)

Introduction

218

(1)

Indirect export

218

(16)

Direct export

234

(17)

Gray market exporting

251

(2)

Summary

253

(7)

Questions for discussion

253

(1)

References

253

(1)

Further reading

254

(1)

HV Industri A/S

255

(2)

Proust Winery

257

(3)

Nonexport entry modes

260

(50)

Introduction

260

(1)

Alternative modes of entry

261

(3)

Manufacturing facilities

264

(8)

Assembly operations

272

(3)

Strategic alliances

275

(16)

Choosing among alternatives

291

(1)

Summary

292

(18)

Questions for discussion

292

(1)

References

292

(2)

Further reading

294

(1)

World Wide Pharmaceutical

294

(6)

Curtis Automotive Hoist

300

(7)

BMW's acquisition of Rover-Honda Group

307

(3)

Product decisions

310

(50)

Introduction

310

(1)

Product policy

311

(2)

Product planning and development

313

(14)

Product mix decisions

327

(9)

Standardization vs. adaptation

336

(7)

Packaging

343

(3)

Branding issues

346

(5)

Summary

351

(9)

Questions for discussion

352

(1)

References

352

(2)

Further reading

354

(1)

Daewoo Corporation

355

(1)

Supreme Foods of France

356

(4)

Pricing decisions

360

(37)

Introduction

360

(1)

Determinants of an export price

361

(8)

Fundamental export pricing strategy

369

(3)

Relation of export to domestic price policies

372

(6)

Currency issues

378

(1)

The price quotation

379

(6)

Transfer pricing

385

(5)

Summary

390

(7)

Questions for discussion

390

(1)

References

390

(1)

Further reading

391

(1)

RAP Engineering and Equipment Company

392

(1)

The Capitool Company

392

(4)

Strato Designs

396

(1)

Financing and methods of payment

397

(29)

Introduction

397

(1)

Export financing methods/terms of payment

397

(5)

Payment/financing procedures

402

(14)

Export credit insurance

416

(1)

Countertrade

417

(3)

Summary

420

(6)

Questions for discussion

422

(1)

References

423

(1)

Further reading

423

(1)

Tainan Glass Manufacturing Company

424

(1)

Arion Exports

425

(1)

Promotion and marketing communication

426

(51)

Introduction

426

(2)

Export marketing promotion and communication decisions

428

(8)

Alternative techniques of promotion

436

(16)

Promotional programs and strategy

452

(3)

Standardization or adaptation?

455

(9)

Advertising transference

464

(2)

Management issues

466

(1)

Summary

467

(10)

Questions for discussion

467

(1)

References

468

(1)

Further reading

469

(1)

Adidas AG

470

(2)

LEGO A/S

472

(1)

Nove Ltd

473

(4)

The export order and physical distribution

477

(42)

Introduction

477

(3)

Handing the export order

480

(4)

Physical distribution

484

(6)

Structure of international physical distribution

490

(22)

A concluding comment

512

(7)

Questions for discussion

512

(1)

References

512

(1)

Further reading

513

(1)

Southern Electronics, Inc.

513

(2)

Megabox, Inc.

515

(4)

Organization of international marketing activities

519

(28)

Introduction

519

(1)

Main considerations of being organized internationally

519

(5)

Organizational structures

524

(12)

Summary

536

(11)

Questions for discussion

536

(1)

References

536

(1)

Further reading

536

(1)

Asea Brown Boveri Limited

537

(2)

Unilever

539

(8)

Glossary

547

(10)

Index

557

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International Marketing and Export Management

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