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International Marketing

by: Czinkota, Michael R.; Ronkainen, Ilkka A.

International Marketing

by: Czinkota, Michael R.; Ronkainen, Ilkka A.

ISBN 13:
9780324190465
ISBN 10:
0324190468
Edition: 7th
Format: Hardcover
Copyright: 05/22/2003
Publisher: South-Western College Pub
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Summary

A completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers.

Preface

Acknowledgments

About the Authors

xii

Part One The International Environment

The International Marketing Imperative

(28)

The International Marketplace 1.1: The Two Sides of International Marketing

(1)

What International Marketing Is

(1)

The Importance of World Trade

(2)

Global Linkages

(1)

The International Marketplace 1.2: Some Thoughts on Basketball Competitiveness

(3)

Domestic Policy Repercussions

(2)

The International Marketplace 1.3: International Marketing: Bringing Peace, Fighting Terrorism

(1)

Opportunities and Challenges in International Marketing

(4)

The Goals of This Book

(3)

Summary

(1)

Key Terms

(1)

Questions for Discussion

(1)

Internet Exercises

(1)

Appendix A: Basics of Marketing

(4)

Strategic Marketing

(1)

Target Market Selection

(2)

Marketing Management

(1)

The Marketing Process

(1)

Key Terms

(1)

Appendix B: Geographical Perspectives on International Marketing

(9)

Location

(1)

Place

(1)

Natural Features

(1)

Human Features

(1)

Interaction

(1)

Movement

(2)

Region

(1)

Key Terms

(1)

International Trade Institutions and Trade Policy

(26)

The International Marketplace 2.1: Who Should Regulate E-Commerce?

(1)

The Historical Dimension

(2)

Global Division

(1)

Transnational Institutions Affecting World Trade

(4)

World Trade Organization (WTO)

(3)

International Monetary Fund (IMF)

(1)

World Bank

(1)

The International Marketplace 2.2: World Bank to the Rescue

(1)

Regional Institutions

(1)

Comparing International Trade Positions

(3)

A Diagnosis of the U.S. Trade Position

(1)

The Impact of Trade and Investment

(3)

The Effect of Trade

(1)

The Effect of International Investment

(2)

Policy Responses to Trade Problems

(6)

Restrictions of Imports

(4)

Export Promotion Efforts

(2)

A Strategic Outlook for Trade and Investment Policies

(2)

A U.S. Perspective

(1)

An International Perspective

(1)

The International Marketplace 2.3: A Marketing Approach to Trade

(3)

Summary

(1)

Key Terms

(1)

Questions for Discussion

(1)

Internet Exercises

(1)

Recommended Readings

(1)

Appendix A: Members of the U.S. Trade Promotion Coordination Committee (TPCC)

(1)

The Cultural Environment

(32)

The International Marketplace 3.1: Cultural Imperialism Does Not Sell in International Markets

(2)

Culture Defined

(2)

The Elements of Culture

(1)

Language

(1)

The International Marketplace 3.2: Euroteens = U.S. Teens?

(9)

Nonverbal Language

(1)

Religion

(3)

Values and Attitudes

(1)

Manners and Customs

(2)

The International Marketplace 3.3: Soup: Now It's Mmmm-Mmmm-Global!

(4)

Material Elements

(1)

Aesthetics

(1)

Education

(1)

Social Institutions

(1)

Sources of Cultural Knowledge

(2)

Cultural Analysis

(4)

The Training Challenge

(3)

The International Marketplace 3.4: Online Cultural Training

(1)

Making Culture Work for Marketing Success

(4)

Summary

(1)

Key Terms

(1)

Questions for Discussion

(1)

Internet Exercises

(1)

Recommended Readings

(1)

The Economic Environment

(42)

The International Marketplace 4.1: Markets at the Bottom of the Income Pyramid

(5)

Market Characteristics

(7)

Population

(6)

The International Marketplace 4.2: In Search of the New China

101

(7)

Infrastructure

106

(2)

The International Marketplace 4.3: Bringing the New Economy to New Markets

108

(1)

Impact of the Economic Environment on Social Development

109

(1)

Regional Economic Integration

109

(9)

Levels of Economic Integration

110

(8)

The International Marketplace 4.4: NAFTA and Wal-Mart: Reshaping the Mexican Retail Market

118

(6)

Other Economic Alliances

120

(2)

Economic Integration and the International Marketer

122

(2)

Dealing with Financial Crises

124

(6)

Causes of the Crises

125

(1)

Effects of the Crises

125

(1)

Consumer and Marketer Responses

125

(2)

Summary

127

(1)

Key Terms

127

(1)

Questions for Discussion

128

(1)

Internet Exercises

128

(1)

Recommended Readings

128

(2)

The International Political and Legal Environment

130

(56)

The International Marketplace 5.1: Is Your French Wine Really from Mexico?

131

(1)

Home Country Political and Legal Environment

132

(5)

Embargoes and Sanctions

132

(3)

Export Controls

135

(1)

A New Environment for Export Controls

136

(1)

The International Marketplace 5.2: Export Controls: More Harm than Good?

137

(7)

Import Controls

140

(1)

Regulation of International Business Behavior

141

(3)

Host Country Political and Legal Environment

144

(6)

Political Action and Risk

144

(5)

Legal Differences and Restraints

149

(1)

The International Marketplace 5.3: The Ehime Maru: A Clash of Two Cultures

150

(3)

Influencing Politics and Laws

151

(2)

The International Environment

153

(4)

International Politics

153

(1)

International Law

153

(1)

Summary

154

(1)

Key Terms

155

(1)

Questions for Discussion

155

(1)

Internet Exercises

155

(1)

Recommended Readings

156

(1)

Cases ``Trick-or-Treat?'' Costume Market in Horror as Halloween Approaches

157

(4)

A Presidential Proclamation on Steel

161

(6)

Car Financing in China

167

(7)

IKEA in the USA

174

(5)

Renaming the Vietnamese Catfish

179

(3)

Video Case Equal Exchange Strives for Equality through Fair Trade

182

(4)

Part Two Beginning International Marketing Activities

Building the Knowledge Base

186

(38)

The International Marketplace 6.1: Welcoming China to International Marketing Research

187

(1)

Defining the Issue

188

(1)

International and Domestic Research

188

(1)

New Parameters

188

(1)

New Environments

188

(1)

Number of Factors Involved

189

(1)

Broader Definition of Competition

189

(1)

Recognizing the Need for Research

189

(1)

The Benefits of Research

190

(1)

Determining Research Objectives

191

(2)

Going International: Exporting

191

(1)

Going International: Importing

192

(1)

Market Expansion

192

(1)

Determining Secondary Information Requirements

193

(1)

Sources of Data

193

(1)

The International Marketplace 6.2: Secondary Data Sources in Europe

194

(3)

Evaluating Data

196

(1)

Analyzing and Interpreting Secondary Data

196

(1)

Data Privacy

197

(1)

The Primary Research Process

197

(6)

Determining Information Requirements

198

(1)

Industrial versus Consumer Research

198

(1)

Determining Research Administration

198

(4)

Determining the Research Technique

202

(1)

The International Marketplace 6.3: Adapting Research Procedures to Local Conditions

203

(6)

Designing the Survey Questionnaire

205

(2)

Developing the Sampling Plan

207

(1)

Data Collection

208

(1)

Analyzing and Interpreting Primary Data

208

(1)

Presenting Research Results

208

(1)

Follow-Up and Review

208

(1)

Using Web Technology for Research

209

(1)

The International Information System

209

(6)

Environmental Scanning

210

(1)

Delphi Studies

211

(1)

Scenario Building

212

(1)

Summary

213

(1)

Key Terms

214

(1)

Questions for Discussion

214

(1)

Internet Exercises

214

(1)

Recommended Readings

214

(1)

Appendix A: Information Sources for Marketing Issues

215

(6)

Appendix B: The Structure of a Country Commercial Guide

221

(3)

Exporting, Licensing, and Franchising

224

(22)

The International Marketplace 7.1: Tapping Global Markets through E-Commerce

225

(1)

Motivations to Internationalize

226

(4)

Proactive Motivations

227

(1)

Reactive Motivations

228

(2)

Change Agents

230

(1)

Internal Change Agents

230

(1)

The International Marketplace 7.2: An Accidental Exporter

231

(4)

External Change Agents and Export Intermediaries

232

(1)

Export Intermediaries

233

(2)

International Stages

235

(2)

Licensing and Franchising

237

(1)

Licensing

237

(1)

Assessment of Licensing

237

(1)

The International Marketplace 7.3: International Franchising That Will Melt in Your Mouth

238

(1)

Principal Issues in Negotiating Licensing Agreements

239

(1)

Trademark Licensing

239

(1)

Franchising

240

(2)

The Internationalization Process

242

(4)

Summary

244

(1)

Key Terms

245

(1)

Questions for Discussion

245

(1)

Internet Exercises

245

(1)

Recommended Readings

245

(1)

Product Adaptation

246

(26)

The International Marketplace 8.1: Europeanizing Products

247

(1)

Product Variables

248

(4)

Standardization versus Adaptation

249

(3)

Factors Affecting Adaptation

252

(1)

The Market Environment

252

(7)

Government Regulations

252

(2)

Nontariff Barriers

254

(1)

Customer Characteristics, Expectations, and Preferences

255

(3)

Economic Development

258

(1)

Competitive Offerings

259

(1)

Climate and Geography

259

(1)

Product Characteristics

259

(3)

Product Constituents

260

(1)

Branding

260

(1)

Packaging

261

(1)

The International Marketplace 8.2: When There Is More to a Name

262

(4)

Appearance

263

(1)

Method of Operation or Usage

264

(1)

Quality

264

(1)

Service

265

(1)

Country-of-Origin Effects

265

(1)

Company Considerations

266

(1)

Product Counterfeiting

266

(2)

The International Marketplace 8.3: The Phantom Pirates

268

(4)

Summary

270

(1)

Key Terms

270

(1)

Questions for Discussion

270

(1)

Internet Exercises

271

(1)

Recommended Readings

271

(1)

Export Pricing Strategies

272

(32)

The International Marketplace 9.1: Adjusting to the Currency Squeeze

273

(1)

Price Dynamics

274

(2)

The Setting of Export Prices

276

(5)

Export Pricing Strategy

277

(1)

Export-Related Costs

278

(3)

Terms of Sale

281

(2)

The International Marketplace 9.2: Penetrating Foreign Markets by Controlling Export Transport

283

(1)

Terms of Payment

284

(5)

Getting Paid for Exports

289

(3)

The International Marketplace 9.3: Now for the Hard Part: Getting Paid for Exports

292

(1)

Managing Foreign Exchange Risk

292

(4)

Sources of Export Financing

296

(3)

Commercial Banks

296

(1)

Forfaiting and Factoring

297

(1)

Official Trade Finance

298

(1)

Price Negotiations

299

(1)

Leasing

300

(1)

Dumping

300

(4)

Summary

302

(1)

Key Terms

302

(1)

Questions for Discussion

302

(1)

Internet Exercises

302

(1)

Recommended Readings

303

(1)

International Communications

304

(28)

The International Marketplace 10.1: The Art of Negotiation

305

(1)

The Marketing Communications Process

306

(2)

International Negotiations

308

(4)

Stages of the Negotiation Process

309

(1)

How to Negotiate in Other Countries

310

(2)

Marketing Communications Strategy

312

(4)

Communications Tools

316

(10)

Business/Trade Journals and Directories

316

(2)

Direct Marketing

318

(2)

Internet

320

(1)

Trade Shows and Missions

321

(5)

The International Marketplace 10.2: At the Fair

326

(3)

Personal Selling

326

(3)

The International Marketplace 10.3: Automating the Sales Force

329

(3)

Summary

330

(1)

Key Terms

330

(1)

Questions for Discussion

331

(1)

Internet Exercises

331

(1)

Recommended Readings

331

(1)

Channels and Distribution Strategies

332

(64)

The International Marketplace 11.1: Getting the Distribution Job Done in Latin America

333

(1)

Channel Structure

334

(2)

Channel Design

336

(9)

Customer Characteristics

336

(1)

Culture

337

(2)

Competition

339

(1)

Company Objectives

340

(1)

Character

341

(1)

Capital

341

(1)

Cost

342

(1)

Coverage

342

(1)

Control

343

(1)

Continuity

344

(1)

Communication

344

(1)

Selection of Intermediaries

345

(10)

Types of Intermediaries

345

(1)

Sources for Finding Intermediaries

346

(4)

Screening Intermediaries

350

(3)

The Distributor Agreement

353

(2)

Channel Management

355

(5)

Factors in Channel Management

355

(2)

Gray Markets

357

(3)

The International Marketplace 11.2: Country of Origin and Gray Markets

360

(3)

Termination of the Channel Relationship

361

(2)

E-Commerce

363

(2)

The International Marketplace 11.3: E-Commerce in Emerging Markets

365

(3)

Summary

366

(1)

Key Terms

366

(1)

Questions for Discussion

367

(1)

Internet Exercises

367

(1)

Recommended Readings

367

(1)

Cases Exports of Tobacco

368

(6)

Damar International

374

(2)

Water from Iceland

376

(5)

Joemarin Oy

381

(5)

The Gray Ferrari

386

(3)

Video Cases Global Vendor Relations at Pier I Imports

389

(2)

Lakewood Chopsticks Exports

391

(5)

Part Three Global Marketing Management

Global Strategic Planning

396

(24)

The International Marketplace 12.1: Appliance Makers on a Global Quest

397

(1)

Global Marketing

398

(3)

Globalization Drivers

399

(2)

The International Marketplace 12.2: Born Global

401

(2)

The Strategic Planning Process

403

(13)

Understanding and Adjusting the Core Strategy

403

(2)

Formulating Global Marketing Strategy

405

(7)

Global Marketing Program Development

412

(2)

Implementing Global Marketing

414

(2)

The International Marketplace 12.3: Finding the Fit Overseas

416

(4)

Summary

417

(1)

Key Terms

418

(1)

Questions for Discussion

418

(1)

Internet Exercises

418

(1)

Recommended Readings

418

(2)

Global Market Expansion

420

(18)

The International Marketplace 13.1: Buying Domestic? Maybe Not

421

(1)

Foreign Direct Investment

421

(1)

Major Foreign Investors

422

(4)

Reasons for Foreign Direct Investment

422

(4)

The International Marketplace 13.2: The Chinese World Factory

426

(1)

A Perspective on Foreign Direct Investors

427

(2)

Types of Ownership

428

(1)

The International Marketplace 13.3: One Company Chooses Four Modes of International Investment

429

(5)

Contractual Arrangements

434

(4)

Summary

435

(1)

Key Terms

436

(1)

Questions for Discussion

436

(1)

Internet Exercises

436

(1)

Recommended Readings

437

(1)

Product and Brand Management

438

(26)

The International Marketplace 14.1: Anatomy of a Global Product Launch

439

(2)

Global Product Development

441

(6)

The Product Development Process

442

(3)

The Location of R&D Activities

445

(2)

The International Marketplace 14.2: Centers of Excellence

447

(4)

The Organization of Global Product Development

448

(1)

The Testing of New Product Concepts

449

(1)

The Global Product Launch

450

(1)

Management of the Product and Brand Portfolio

451

(7)

Analyzing the Product Portfolio

451

(4)

Managing the Brand Portfolio

455

(3)

The International Marketplace 14.3: Development and Management of a Global Brand

458

(6)

Summary

462

(1)

Key Terms

462

(1)

Questions for Discussion

462

(1)

Internet Exercises

463

(1)

Recommended Readings

463

(1)

Services Marketing

464

(20)

The International Marketplace 15.1: A Global Service: Free Access to Medical Journals

465

(1)

Differences between Services and Goods

465

(5)

Linkage between Services and Goods

467

(1)

Stand-Alone Services

467

(3)

The Role of Services in the U.S. Economy

470

(2)

The Role of International Services in the World Economy

472

(1)

Global Transformation of Services

473

(1)

International Trade Problems in Services

474

(2)

Data Collection Problems

474

(1)

Regulation of Services Trade

475

(1)

Corporations and Involvement in International Services Marketing

476

(2)

Typical International Services

476

(2)

The International Marketplace 15.2: A New Services Industry: Finding Basketball Players

478

(2)

Starting to Market Services Internationally

479

(1)

The International Marketplace 15.3: Accounting after Enron

480

(4)

Strategic Implications of International Services Marketing

481

(1)

Summary

482

(1)

Key Terms

483

(1)

Questions for Discussion

483

(1)

Internet Exercises

483

(1)

Recommended Readings

483

(1)

Global Pricing Strategies

484

(24)

The International Marketplace 16.1: A Global Tax War?

485

(1)

Transfer Pricing

486

(5)

Use of Transfer Prices to Achieve Corporate Objectives

487

(1)

Transfer Pricing Challenges

488

(3)

Pricing within Individual Markets

491

(3)

Corporate Objectives

491

(2)

Costs

493

(1)

Demand and Market Factors

494

(1)

The International Marketplace 16.2: Just Do It in a Recession!

494

(2)

Market Structure and Competition

495

(1)

Environmental Constraints

496

(1)

Pricing Coordination

496

(1)

The Euro and Marketing Strategy

497

(2)

The International Marketplace 16.3: Coordinating Prices in Integrating Markets

499

(1)

Countertrade

500

(2)

Why Countertrade?

501

(1)

Types of Countertrade

502

(2)

Preparing for Countertrade

504

(4)

Summary

506

(1)

Key Terms

506

(1)

Questions for Discussion

506

(1)

Internet Exercises

506

(1)

Recommended Readings

507

(1)

Logistics and Supply Chain Management

508

(28)

The International Marketplace 17.1: How Does That HP Printer Get to Your Desk?

509

(1)

A Definition of International Logistics

509

(2)

Supply-Chain Management

511

(1)

The Impact of International Logistics

512

(1)

The New Dimensions of International Logistics

513

(1)

International Transportation Issues

513

(2)

Transportation Infrastructure

514

(1)

Availability of Modes

514

(1)

The International Marketplace 17.2: Port Closure Hurts Production and Produce

515

(6)

Choice of Modes

516

(5)

The International Shipment

521

(2)

Documentation

521

(2)

Assistance with International Shipments

523

(1)

International Inventory Issues

523

(2)

International Storage Issues

525

(2)

Storage Facilities

525

(1)

Foreign Trade Zones

526

(1)

International Packaging Issues

527

(2)

Management of International Logistics

529

(1)

Centralized Logistics Management

529

(1)

Decentralized Logistics Management

529

(1)

Contract Logistics

530

(1)

The Supply Chain and the Internet

530

(1)

Logistics and Security

531

(1)

Reverse Logistics

532

(1)

The International Marketplace 17.3: Happy Returns

533

(3)

Summary

533

(1)

Key Terms

534

(1)

Questions for Discussion

534

(1)

Internet Exercises

534

(1)

Recommended Readings

535

(1)

Global Promotional Strategies

536

(32)

The International Marketplace 18.1: Being a Good Sport Globally

537

(1)

Planning Promotional Campaigns

538

(9)

The Target Audience

538

(2)

Campaign Objectives

540

(1)

The Budget

540

(1)

Media Strategy

541

(6)

The International Marketplace 18.2: The World Wants Its MTV!

547

(11)

The Promotional Message

548

(5)

The Campaign Approach

553

(5)

Measurement of Advertising Effectiveness

558

(1)

Other Promotional Elements

558

(7)

Personal Selling

558

(1)

Sales Promotion

559

(3)

Public Relations

562

(2)

Sponsorship Marketing

564

(1)

The International Marketplace 18.3: Expanding the Social Vision: Global Community Relations

565

(3)

Summary

566

(1)

Key Terms

567

(1)

Questions for Discussion

567

(1)

Internet Exercises

567

(1)

Recommended Readings

567

(1)

Marketing Organization, Implementation, and Control

568

(30)

The International Marketplace 19.1: Procter & Gamble: Organization 2005

569

(1)

Organizational Structure

570

(11)

Organizational Designs

571

(10)

Implementation

581

(6)

Locus of Decision Making

581

(1)

Factors Affecting Structure and Decision Making

582

(1)

The Networked Global Organization

583

(1)

Promoting Internal Cooperation

584

(3)

The International Marketplace 19.2: Characteristics of Success

587

(2)

The Role of Country Organizations

588

(1)

Control

589

(2)

Types of Controls

590

(1)

The International Marketplace 19.3: International Best Practice Exchange

591

(7)

Exercising Control

594

(1)

Summary

595

(1)

Key Terms

596

(1)

Questions for Discussion

596

(1)

Internet Exercises

596

(1)

Recommended Readings

596

(2)

The Future

598

(65)

The International Marketplace 20.1: Marketing Overseas---Excellent for Career Advancement

599

(1)

The International Marketing Environment

600

(3)

The Political Environment

600

(3)

The International Marketplace 20.2: The Future of East Asian Integration

603

(2)

The International Financial Environment

603

(1)

Population Patterns

604

(1)

The International Marketplace 20.3: Migration: A Double Blessing

605

(3)

The Technological Environment

607

(1)

The Trade Framework

608

(1)

Governmental Policy

609

(1)

The Future of International Marketing Management

610

(8)

International Planning and Research

612

(1)

Product and Production Policy

613

(3)

International Communications

616

(1)

Distribution and Logistics Strategies

616

(1)

International Pricing

617

(1)

Careers in International Marketing

618

(9)

Further Training

618

(1)

Employment with a Large Firm

618

(5)

Employment with a Small or Medium-Sized Firm

623

(1)

Self-Employment

623

(1)

Opportunities for Women in Global Firms

623

(2)

Summary

625

(1)

Key Terms

625

(1)

Questions for Discussion

625

(1)

Internet Exercises

626

(1)

Recommended Readings

626

(1)

Cases Chupa Chups Vending: ``Choose Your Flavor''

627

(7)

Nova Scotia

634

(5)

Customer Service Online: The HP DesignJet

639

(8)

The F-18 Hornet Offset

647

(7)

Kadimi Group of Companies (India): Exports

654

(5)

Parker Pen Company

659

(4)

Video Case Whirlpool and the Global Appliance Industry

663

(1)

References

Glossary

Index

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International Marketing

International Marketing

9780324190465

0324190468

Summary

Table of Contents

Supplemental Materials

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Amazon no longer offers textbook rentals. We do!

International Marketing

International Marketing

9780324190465

0324190468

Summary

Table of Contents

Supplemental Materials

Write a Review

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