INTERNATIONAL MARKETING MANAGEMENT

Transcription

1 INTERNATIONAL MARKETING MANAGEMENT Subhash C. Jain, The University of Connecticut TECHNISCHE HOCHSCHULE DARMSTADT Fochberetcb 1 Gesomtbibliothek Betriebswirtscriottsletve Inventaf-Nr. : Abstell-Nr. :A2:$ Sachgebiete: Kent Publishing Company A Division of Wadsworth, Inc.*Boston, Massachusetts

2 Brief Contents Part One Framework of International Marketing 1 Chapter 1 Aspects of International Marketing 3 Chapter 2 Economic Analysis of Multinational Trade and Business 41 Part Two The Field of International Business 81 Chapter 3 International Monetary System 83 Chapter 4 International Finance and Accounting 108 Chapter 5 Regional Market Agreements 128 Part Three Environmental Factors Affecting International Marketing 159 Chapter 6 Economic Environment 161 Chapter 7 Cultural Environment 189 Chapter 8 Political Environment 219 Chapter 9 Legal Environment 256 Part Four International Marketing Decisions 291 Chapter 10 Segmenting the International Market 293 Chapter 11 Product Policy and Planning 345 Chapter 12 International Pricing Strategy 381 Chapter 13 International Channels of Distribution 413 Chapter 14 International Advertising 456 Chapter 15 Multinational Sales Management and Foreign Sales Promotion 505 Part Five Planning and Control 547 Chapter 16 International Marketing Research 549 Chapter 17 United States Export Management 583 Chapter 18 Organization and Control in International Marketing 628 Chapter 19 Marketing Planning and Strategy for International Business 659 r'~ Acknowledgments 698 Subject Index 700 Name and Company Index 710 XI

3 Part One Framework of International Marketing 1 Chapter 1 Aspects of International Marketing 3 The Study of International Marketing 4 International Business 4 International Marketing and Its Growing Importance 13 Framework of International Marketing 17 Multinational Corporations 19 Entry Strategies 29 Summary 32 Review Questions 33 Endnotes 33 Appendix: An Overview of Marketing 35 Chapter 2 Economic Analysis of Multinational Trade and Business 41 Theory of Comparative Advantage 42 Product Life Cycle and International Trade 47 Production Sharing 48 The Ceobusiness Model 50 Trade Barriers and Trade Liberation 52 U.S. Trade Liberalization 57 MNCs and World Markets 59 Summary 62 Review Questions 63 Endnotes 64 Cases for Part One 66 Case 1: Sherwood Forest Industries 66 Case 2: Avon Products, S.A. de C.V. 69 Case 3: The Insurance Company of America 74 Part Two The Field of International Business 81 Chapter 3 International Monetary System 83 The Development of Today's International Monetary System 84 Foreign Exchange 87 Balance of Payments 90 Eurodollars 94 Petrodollars 96 Current and Emerging Issues 97 Summary 99 Review Questions 100 Endnotes 101 Appendix: Select International Financial, Trade, and Business Institutions 102 Chapter 4 International Finance and Accounting 108 Implications of Financial Decisions on Marketing 108 Multinational Financial Management 109 Making International Investments 116 International Accounting 119 Summary 124 Review Questions 125 Endnotes 126 Chapter 5 Regional Market Agreements 128 r'~ Effects of Market Agreements 129 Early Attempts at Regional Economic Integration 131 Types of Market Agreements 133 Market Agreements in Force 134 Summary 141 Review Questions 141 Endnotes 142 Appendix: Tables of Selected Market Agreements 143 Cases for Part Two 150 Case 4: Hatfield Graphics, Inc. 150 Case 5: International Machine Corporation 155 XIII

4 XIV Part Three Environmental Factors Affecting International Marketing 159 Chapter 6 Economic Environment 161 Macroeconomic Environment 161 Microeconomic Environment 170 Economic Environment and Market Strategy 173 Analysis of Economic Environments 176 Summary 186 Review Questions 187 Endnotes 187 Chapter 7 Cultural Environment 189 The Concept of Culture 190 Cultural Field 191 Culture and Marketing 197 Cultural Analysis The Primacy of Host-Country Viewpoint 203 Cultural Adaptation 208 Cultural Change 211 Summary 214 Review Questions 215 Endnotes 216 Chapter 8 Political Environment 219 Politics and Business 220 Political Intervention 223 Political Perspectives 229 Political Risk Assessment 238 Strategic Response 240 Politics and Marketing 242 Summary 245 Review Questions 246 Endnotes 247 Appendix: Business International Corporation and Beri S.A. Procedures for Assessing Political Risk 249 Chapter 9 Legal Environment 256 International Legal Perspectives 257 Host-Country Laws 259 United States Laws 264 International Laws 273 Arbitration 277 Summary 280 Review ' Questions 281 Endnotes 281 Cases for Part Three 283 Case 6: The Clondike Works 283 Case 7: All Shave in Saudi Arabia 286 Case 8: Dresser (France) S.A. 287 Part Four International Marketing Decisions 291 Chapter 10 Segmenting the International Market 293 Rationale for Segmentation 293 Segmentation Process 295 Global Markets 295 Criteria for Grouping Countries 305 In-Country Segmentation 340 Summary 342 Review Questions 342 Endnotes 343 Chapter 11 Product Policy and Planning 345 Meaning of Product 345 International Product Planning 346 Product Design r"" Strategy 350 Developing an International Product Line 355 Product Elimination 361 Adoption and Diffusion of New Products 363 Foreign Product Diversification 366 Brand Strategy 367 International Warranties and Services 374 Summary 377 Review Questions 378 Endnotes 379 Chapter 12 International Pricing Strategy 381 Importance of Pricing 381 Parent Company's Role in Pricing 382 Pricing Factors 385 International Price Setting 391 Transfer Pricing 401 Dumping 404 Leasing 407 Summary 409 Review Questions 410 Endnotes 411

5 XV Chapter 13 International Channels of Distribution 413 Alternative Distribution Channels 414 International Channel Members 419 Channel Management 429 Wholesaling in Foreign Environments 438 Retailing in Overseas Markets 441 International Franchising 445 International Physical Distribution 448 Summary 451 Review Questions 453 Endnotes 453 Chapter 14 International Advertising 456 Perspectives of International Advertising 457 Determining Advertising Strategy: Standardization Versus Localization 460 Media 474 International Advertising Program 480 Global Advertising Regulations 488 Industry Self-Regulation 494 Advertising Agencies 494 Summary 496 Review Questions 497 Endnotes 498 Appendix: Self-Regulation in Selected Countries 500 Chapter 15 Multinational Sales Management and Foreign Sales Promotion 505 Sales Personnel and Personal Selling Abroad 505 Formulating Policy Guidelines 510 Implementing Policy Guidelines 511 Repatriation and Reassignment 517 Foreign Sales Promotion 520 Public Relations Overseas 522 Summary 523 Review Questions 524 Endnotes 525 Cases for Part Four 526 Case 9: Cesamex Inc. 526 Case 70: Chesapeake Bay Corporation 531 Case 71: Connecticut Corporation (Japan) 535 Gase 12: The Sony Corporation 539 Part Five Planning and Control 547 Chapter 16 International Marketing Research 549 Meaning of Marketing Research 550 Framework for International Marketing Research 551 Information Requirements of International Marketers 554 Gathering Secondary Data at Home 559 Secondary Research Abroad 563 Primary Data Collection 566 Organization for International Marketing Research 569 International Marketing Information System 570 Summary 574 Review Questions 575 Endnotes 576 Appendix: Sources of Secondary Data 577 Chapter 17 United States Export Management 583 United States Export Trade 584 United States Government Encouragement of Exports 595 United States Government Hindrance of Exports 602 Export Management 603 Export Procedure 608 Duty-Free Zones 617 Barter Trading 618 Summary 621 Review Questions 622 Endnotes 622 Appendix: A Checklist for Export Marketing 624 Chapter 18 Organization and Control in International Marketing 628 Alternative Organizational Designs 628 Choosing an Appropriate Organizational Structure 638 Seeking Organizational Changes 641 Delegating Decisionmaking Authority to Foreign Subsidiaries 642 Performance Evaluation and Control of Foreign Operations 646 Conflicts and Their Resolution 652 Summary 655 Review Questions 657 Endnotes 657

6 XVI Chapter 19 Marketing Planning and Strategy for International Business 659 Dimensions of International Planning and Strategy 660 Planning at the Subsidiary Level 661 Marketing Planning at the Corporate Level 666 Information Scanning and Monitoring 676 Achieving Planning Effectiveness 677 New International Realities 681 External Forces 682 The Current and Future U.S. Role 683 Strategic Challenges for Multinational Corporations 684 Summary 685 Review Questions 687 Endnotes 687 Cases for Part Five 689 Case 13: California Foods Corporation 689 Case 14: Lakeland ManufacturingCompany 694 Acknowledgments 698 Subject Index 700 Name and Company Index 710