International marketing:
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
New York, NY
McGraw-Hill/Irwin
2011
|
| Ausgabe: | 15. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020870964&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes index |
| Umfang: | XXXIII, 622 S. Ill., graph. Darst., Kt. |
| ISBN: | 9780073529943 007352994X |
Internformat
MARC
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| 008 | 110113s2011 xx abd| |||| 00||| eng d | ||
| 010 | |a 2010020200 | ||
| 020 | |a 9780073529943 |c alk. paper |9 978-0-07-352994-3 | ||
| 020 | |a 007352994X |c alk. paper |9 0-07-352994-X | ||
| 035 | |a (OCoLC)706967659 | ||
| 035 | |a (DE-599)GBV62633134X | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1049 |a DE-1043 |a DE-522 |a DE-91 | ||
| 084 | |a QP 680 |0 (DE-625)141923: |2 rvk | ||
| 084 | |a WIR 800f |2 stub | ||
| 100 | 1 | |a Cateora, Philip R. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a International marketing |c Philip R. Cateora ; Mary C. Gilly ; John L. Graham |
| 250 | |a 15. ed. | ||
| 264 | 1 | |a New York, NY |b McGraw-Hill/Irwin |c 2011 | |
| 300 | |a XXXIII, 622 S. |b Ill., graph. Darst., Kt. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index | ||
| 650 | 4 | |a Multinationales Unternehmen | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a International business enterprises | |
| 650 | 0 | 7 | |a Internationales Marketing |0 (DE-588)4125431-4 |2 gnd |9 rswk-swf |
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| 689 | 1 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 1 | |8 2\p |5 DE-604 | |
| 700 | 1 | |a Gilly, Mary C. |e Verfasser |4 aut | |
| 700 | 1 | |a Graham, John L. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m GBV Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020870964&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-020870964 | |
Datensatz im Suchindex
| DE-BY-TUM_call_number | 0002 WIR 800 2008 B 2580(15) |
|---|---|
| DE-BY-TUM_katkey | 1787448 |
| DE-BY-TUM_location | 00 |
| DE-BY-TUM_media_number | 040007516958 |
| _version_ | 1821933043389038592 |
| adam_text | IMAGE 1
LIFTEEOTH^ADITION
PHILIP R. CATEORA FELLOW, ACADEMY OF INTERNATIONAL BUSINESS UNIVERSITY
OF COLORADO
MARYC. GILLY
UNIVERSITY OF CALIFORNIA, IRVINE
JOHN L GRAHAM
UNIVERSITY OF CALIFORNIA, IRVINE
ME GRAVU HILL MCGRAW-HILL
IRWIN
IMAGE 2
AN OVERVIEW
1 THE SCOPE AND CHALLENGE OF INTERNATIONAL MARKETING 2 GLOBAL
PERSPECTIVE: GLOBAL COMMERCE CAUSES PEACE 3 THE INTERNATIONALIZATION OF
U.S. BUSINESS 7 INTERNATIONAL MARKETING DEFINED 10 THE INTERNATIONAL
MARKETING TASK 11 MARKETING DECISION FACTORS 12 ASPECTS OF THE DOMESTIC
ENVIRONMENT 12 ASPECTS OF THE FOREIGN ENVIRONMENT 13 ENVIRONMENTAL
ADAPTATION NEEDED 15 THE SELF-REFERENCE CRITERION AND ETHNOCENTRISM:
MAJOR OBSTACLES 16 DEVELOPING A GLOBAL AWARENESS 18 STAGES OF
INTERNATIONAL MARKETING
INVOLVEMENT 19 NO DIRECT FOREIGN
MARKETING 20
INFREQUENT FOREIGN
MARKETING 20
REGULAR FOREIGN
MARKETING 20 INTERNATIONAL MARKETING 21 GLOBAL MARKETING 21 THE
ORIENTATION OF INTERNATIONAL
MARKETING 23
2 THE DYNAMIC ENVIRONMENT OF INTERNATIONA! TRADE 26
GLOBAL PERSPECTIVE: TRADE BARRIERS-AN INTERNATIONAL MARKETER S MINEFIELD
27
THE TWENTIETH TO THE TWENTY-FIRST CENTURY 28 WORLD TRADE AND U.S.
MULTINATIONALS 30
BEYOND THE FIRST DECADE OF THE TWENTY-FIRST CENTURY 32 BALANCE OF
PAYMENTS 33 PROTECTIONISM 35
PROTECTION LOGIC AND ILLOGIC 35
TRADE BARRIERS 36
EASING TRADE RESTRICTIONS 42
THE OMNIBUS TRADE AND
COMPETITIVENESS ACT 42
GENERAL AGREEMENT ON TARIFFS
AND TRADE 43
WORLD TRADE ORGANIZATION 45
SKIRTING THE SPIRIT OFGATTAND WTO 46 THE INTERNATIONAL MONETARY FUND AND
WORLD BANK GROUP 47
PROTESTS AGAINST GLOBAL INSTITUTIONS 48
IMAGE 3
RLR^TWO
THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS 3 HISTORY AND GEOGRAPHY: THE
FOUNDATIONS OF CULTURE 52 GLOBAL PERSPECTIVE: BIRTH OF A NATION-PANAMA
IN 67 HOURS 53 HISTORICAL PERSPECTIVE IN GLOBAL BUSINESS 54 HISTORY AND
CONTEMPORARY BEHAVIOR 54 HISTORY IS SUBJECTIVE 57 MANIFEST DESTINY AND
THE MONROE DOCTRINE 59 GEOGRAPHY AND GLOBAL MARKETS 63 CLIMATE AND
TOPOGRAPHY 63 GEOGRAPHY, NATURE, AND ECONOMIC GROWTH 66 SOCIAL
RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT 67 RESOURCES 71 DYNAMICS OF
GLOBAL POPULATION TRENDS 74 CONTROLLING POPULATION GROWTH 75 RURAL/URBAN
MIGRATION 75 POPULATION DECLINE AND AGING 76 WORKER SHORTAGE AND
IMMIGRATION 78 WORLD TRADE ROUTES 79 COMMUNICATION LINKS 80 4 CULTURAL
DYNAMICS IN ASSESSING GLOBAL MARKETS 94 GLOBAL PERSPECTIVE: EQUITIES AND
EBAY-CULTURE GETS IN THE WAY 95
CULTURE S PERVASIVE IMPACT 96
DEFINITIONS AND ORIGINS OF
CULTURE 102
GEOGRAPHY 103
HISTORY 104
THE POLITICAL ECONOMY 104
TECHNOLOGY 105
SOCIAL INSTITUTIONS 105
ELEMENTS OF CULTURE 109
CULTURAL VALUES 109
RITUALS 113
SYMBOLS 114
BELIEFS 116
THOUGHT PROCESSES 117
CULTURAL SENSITIVITY AND
TOLERANCE 118
CULTURAL CHANGE 118
CULTURAL BORROWING 119
SIMILARITIES: AN ILLUSION 120
RESISTANCE TO CHANGE 121 PLANNED AND UNPLANNED CULTURAL CHANGE 122
5 CULTURE, MANAGEMENT STYLE, AND BUSINESS SYSTEMS 124
GLOBAL PERSPECTIVE: DO BLONDES HAVE MORE FUN IN JAPAN? 125
REQUIRED ADAPTATION 126
DEGREE OF ADAPTATION 127
IMPERATIVES, ELECTIVES, AND
EXCLUSIVES 127
THE IMPACT OF AMERICAN CULTURE ON
MANAGEMENT STYLE 129
MANAGEMENT STYLES AROUND THE WORLD 131
AUTHORITY AND DECISION MAKING 132
MANAGEMENT OBJECTIVES AND
ASPIRATIONS 133
COMMUNICATION STYLES 135
FORMALITY AND TEMPO 138
P-TIME VERSUS M-TIME 139
NEGOTIATIONS EMPHASIS 140
MARKETING ORIENTATION 141
GENDER BIAS IN INTERNATIONAL
BUSINESS 141
BUSINESS ETHICS 144
CORRUPTION DEFINED 144
THE WESTERN FOCUS ON
BRIBERY 146
BRIBERY: VARIATIONS ON A
THEME 149
ETHICAL AND SOCIALLY RESPONSIBLE DECISIONS 150
CULTURE S INFLUENCE ON STRATEGIC THINKING 152 SYNTHESIS:
RELATIONSHIP-ORIENTED VS. INFORMATION-ORIENTED
CULTURES 153
6 THE POLITICAL ENVIRONMENT:
A CRITICAL CONCERN 158
GLOBAL PERSPECTIVE: WORLD TRADE GOES BANANAS 159
THE SOVEREIGNTY OF NATIONS 160
STABILITY OF GOVERNMENT
POLICIES 162
FORMS OF GOVERNMENT 163
POLITICAL PARTIES 165
NATIONALISM 165
XXIV
IMAGE 4
TARGETED FEAR AND/OR
ANIMOSITY 167 TRADE DISPUTES 167 POLITICAL RISKS OF GLOBAL BUSINESS 167
CONFISCATION, EXPROPRIATION,
AND DOMESTICATION 168
ECONOMIC RISKS 168
POLITICAL SANCTIONS 170
POLITICAL AND SOCIAL ACTIVISTS AND NONGOVERNMENTAL ORGANIZATIONS 171
VIOLENCE, TERRORISM, AND
WAR 175
CYBERTERRORISM AND
CYBERCRIME 177
ASSESSING POLITICAL VULNERABILITY 177
POLITICALLY SENSITIVE PRODUCTS
AND ISSUES 178
FORECASTING POLITICAL RISK 178
LESSENING POLITICAL
VULNERABILITY 180
JOINT VENTURES 180
EXPANDING THE INVESTMENT
BASE 181
LICENSING 181
PLANNED DOMESTICATION 18V
POLITICAL BARGAINING 181
POLITICAL PAYOFFS 181
GOVERNMENT ENCOURAGEMENT 182
7 THE INTERNATIONAL LEGAL ENVIRONMENT: PLAYING BY THE RULES 184
GLOBAL PERSPECTIVE: THE PAJAMA CAPER 185
BASES FOR LEGAL SYSTEMS 186
COMMON VS. CODE LAW 187
ISLAMIC LAW 188
MARXIST-SOCIALIST TENETS 189
JURISDICTION IN INTERNATIONAL LEGAL
DISPUTES 190
INTERNATIONAL DISPUTE
RESOLUTION 191
CONCILIATION 191
ARBITRATION 191
LITIGATION 194
PROTECTION OF INTELLECTUAL PROPERTY RIGHTS: A SPECIAL PROBLEM 194
COUNTERFEITING AND
PIRACY 194
INADEQUATE PROTECTION 196
PRIOR USE VERSUS REGISTRATION 197
INTERNATIONAL CONVENTIONS 197
OTHER MANAGERIAL APPROACHES TO PROTECTING INTELLECTUAL PROPERTY 199
CYBERLAW: UNRESOLVED ISSUES 201
DOMAIN NAMES AND
CYBERSQUATTERS 201
TAXES 202
JURISDICTION OF DISPUTES AND
VALIDITY OF CONTRACTS 203 COMMERCIAL LAW WITHIN COUNTRIES 203 MARKETING
LAWS 204
GREEN MARKETING
LEGISLATION 207
FOREIGN COUNTRIES ANTITRUST LAWS 208 U.S. LAWS APPLY IN HOST COUNTRIES
208
FOREIGN CORRUPT PRACTICES
ACT 209
U.S. ANTITRUST LAWS THAT APPLY
IN FOREIGN MARKETS 210
ANTIBOYCOTT LAW 211
EXTRATERRITORIALITY OF U.S.
LAWS 211
EXPORT RESTRICTIONS 212
NATIONAL SECURITY LAWS 213
DETERMINING EXPORT
REQUIREMENTS 214
ELAIN, STELA, ERIC, AND SNAP 216
XXV
IMAGE 5
PARTTHREE
ASSESSING GLOBAL MARKET OPPORTUNITIES
8 DEVELOPING A GLOBAL VISION THROUGH MARKETING RESEARCH 218 GLOBAL
PERSPECTIVE: JAPAN- TEST MARKET FOR THE WORLD 219 BREADTH AND SCOPE OF
INTERNATIONAL MARKETING RESEARCH 221 THE RESEARCH PROCESS 222 DEFINING
THE PROBLEM AND ESTABLISHING RESEARCH OBJECTIVES 222 PROBLEMS OF
AVAILABILITY AND USE OF SECONDARY DATA 223 AVAILABILITY OF DATA 223
RELIABILITY OF DATA 224 COMPARABILITY OF DATA 225 VALIDATING SECONDARY
DATA 225 GATHERING PRIMARY DATA: QUANTITATIVE AND QUALITATIVE RESEARCH
226 PROBLEMS OF GATHERING PRIMARY DATA 228 ABILITY TO COMMUNICATE
OPINIONS 228 WILLINGNESS TO RESPOND 228 SAMPLING IN FIELD SURVEYS 230
LANGUAGE AND COMPREHENSION 230 MULTICULTURAL RESEARCH: A SPECIAL PROBLEM
234 RESEARCH ON THE INTERNET: A GROWING OPPORTUNITY 234 ESTIMATING
MARKET DEMAND 236 EXPERT OPINION 236 ANALOGY 237 XXVI PROBLEMS IN
ANALYZING AND
INTERPRETING RESEARCH INFORMATION 239
RESPONSIBILITY FOR CONDUCTING
MARKETING RESEARCH 240
COMMUNICATING WITH DECISION
MAKERS 241
APPENDIX: SOURCES OF SECONDARY DATA 244
9 ECONOMIC DEVELOPMENT AND THE AMERICAS 248
GLOBAL PERSPECTIVE: DESYNCHRONOSIS? SOMETHING GEORGE CLOONEY CAUGHT UP
IN THE AIR? 249
MARKETING AND ECONOMIC DEVELOPMENT 250 STAGES OF ECONOMIC DEVELOPMENT
251 ECONOMIC GROWTH
FACTORS 253 INFORMATION TECHNOLOGY, THE INTERNET, AND ECONOMIC
DEVELOPMENT 255
OBJECTIVES OF DEVELOPING COUNTRIES 255 INFRASTRUCTURE AND DEVELOPMENT
256 MARKETING S CONTRIBUTIONS 257 MARKETING IN A DEVELOPING
COUNTRY 257 LEVEL OF MARKET
DEVELOPMENT 257 DEMAND IN DEVELOPING COUNTRIES 259
BIG EMERGING MARKETS (BEMS) 262
THE AMERICAS 263
NORTH AMERICAN FREE TRADE AGREEMENT (NAFTA) 263
UNITED STATES-CENTRAL AMERICAN FREE TRADE AGREEMENT- DOMINICAN REPUBLIC
FREE TRADE AGREEMENT
(DR-CAFTA) 267
SOUTHERN CONE FREE TRADE AREA (MERCOSUR) 269
LATIN AMERICAN PROGRESS 269
LATIN AMERICAN ECONOMIC COOPERATION 270
NAFTA TO FTAA OR SAFTA? 271
STRATEGIC IMPLICATIONS FOR MARKETING 271
10 EUROPE, AFRICA, AND THE MIDDLE EAST 274
GLOBAL PERSPECTIVE: MIGHT FREE TRADE BRING PEACE TO THE MIDDLE EAST? 275
LA RAISON D ETRE 277 ECONOMIC FACTORS 277 POLITICAL FACTORS 278
GEOGRAPHIC AND TEMPORAL
PROXIMITY 278 CULTURAL FACTORS 278
PATTERNS OF MULTINATIONAL COOPERATION 279 GLOBAL MARKETS AND
MULTINATIONAL MARKET GROUPS 280 EUROPE 280
EUROPEAN INTEGRATION 280 EUROPEAN UNION 284 EASTERN EUROPE AND THE
BALTIC
STATES 288
THE COMMONWEALTH OF
INDEPENDENT STATES 289
AFRICA 291
MIDDLE EAST 294
IMAGE 6
IMPLICATIONS OF MARKET
INTEGRATION 296 STRATEGIC IMPLICATIONS 296 MARKET METRICS 297 MARKETING
MIX
IMPLICATIONS 299
11 THE ASIA PACIFIC REGION 302
GLOBAL PERSPECTIVE: WALMART, TIDE, AND THREE-SNAKE WINE 303
DYNAMIC GROWTH IN THE ASIA PACIFIC REGION 304
THE GREATER CHINA 304
JAPAN 308
INDIA 311
THE FOUR ASIAN
TIGERS 313
VIETNAM 313
BOTTOM-OF-THE-PYRAMID MARKETS
(BOPMS) 314
MARKET METRICS 316
ASIA PACIFIC TRADE ASSOCIATIONS 318 ASSOCIATION OF SOUTHEAST ASIAN
NATIONS (ASEAN) AND
ASEAN+3 318 ASIA-PACIFIC ECONOMIC COOPERATION (APEC) 320
A FOCUS ON DIVERSITY WITHIN CHINA 320 NORTHEAST CHINA: LONGTIME
INDUSTRIAL
HEARTLAND 322
BEIJING-TIANJIN 324
SHANGHAI AND THE YANGTZE RIVER
DELTA 325
PEARL RIVER DELTA 325
THE OTHER BILLION 326
DIFFERENCES IN BUSINESS NEGOTIATION STYLES WITHIN THE GREATER CHINA 327
MARKETING OPPORTUNITIES IN THE GREATER CHINA 328
XXVII
IMAGE 7
DEVELOPING GLOBAL
MARKETING STRATEGIES
12 GLOBAL MARKETING MANAGEMENT: PLANNING AND ORGANIZATION 330 GLOBAL
PERSPECTIVE: THE BRITISH SELL ANOTHER TREASURE 331 GLOBAL MARKETING
MANAGEMENT 332 THE NESTLE WAY: EVOLUTION NOT REVOLUTION 335 BENEFITS OF
GLOBAL MARKETING 336 PLANNING FOR GLOBAL MARKETS 338 COMPANY OBJECTIVES
AND RESOURCES 339 INTERNATIONAL COMMITMENT 339 THE PLANNING PROCESS 340
ALTERNATIVE MARKET-ENTRY STRATEGIES 344 EXPORTING 345 CONTRACTUAL
AGREEMENTS 346 STRATEGIC INTERNATIONAL ALLIANCES 349 DIRECT FOREIGN
INVESTMENT 353 ORGANIZING FOR GLOBAL COMPETITION 355 LOCUS OF DECISION
356 CENTRALIZED VERSUS DECENTRALIZED ORGANIZATIONS 356 13 PRODUCTS AND
SERVICES FOR CONSUMERS 358 GLOBAL PERSPECTIVE: CHINA-DISNEY ROLLS THE
DICE AGAIN 359 QUALITY 360 QUALITY DEFINED 361 MAINTAINING QUALITY 362
PHYSICAL OR MANDATORY
REQUIREMENTS AND ADAPTATION 363
GREEN MARKETING AND PRODUCT
DEVELOPMENT 364
PRODUCTS AND CULTURE 366
INNOVATIVE PRODUCTS AND
ADAPTATION 368
DIFFUSION OF INNOVATIONS 369
PRODUCTION OF
INNOVATIONS 372
ANALYZING PRODUCT COMPONENTS FOR ADAPTATION 373 CORE COMPONENT 373
PACKAGING COMPONENT 374
SUPPORT SERVICES COMPONENT 376
MARKETING CONSUMER SERVICES GLOBALLY 377 SERVICES OPPORTUNITIES IN
GLOBAL
MARKETS 378
BARRIERS TO ENTERING GLOBAL MARKETS FOR CONSUMER SERVICES 380 BRANDS IN
INTERNATIONAL
MARKETS 382 GLOBAL BRANDS 385 NATIONAL BRANDS 387 COUNTRY-OF-ORIGIN
EFFECT AND
GLOBAL BRANDS 387
PRIVATE BRANDS 390
14 PRODUCTS AND SERVICES FOR BUSINESSES 392
GLOBAL PERSPECTIVE: INTEL, THE BOOM, AND THE INESCAPABLE BUST 393
DEMAND IN GLOBAL BUSINESS-TO- BUSINESS MARKETS 395
THE VOLATILITY OF INDUSTRIAL DEMAND 396
STAGES OF ECONOMIC
DEVELOPMENT 399
TECHNOLOGY AND MARKET
DEMAND 399
QUALITY AND GLOBAL STANDARDS 401
QUALITY IS DEFINED BY THE
BUYER 402
ISO 9000 CERTIFICATION: AN INTERNATIONAL STANDARD OF QUALITY 404
BUSINESS SERVICES 406
AFTER-SALE SERVICES 406 OTHER BUSINESS SERVICES 408 TRADE SHOWS: A
CRUCIAL PART OF BUSINESS-TO-BUSINESS
MARKETING 409 RELATIONSHIP MARKETING IN BUSINESS-TO-BUSINESS
CONTEXTS 412
15 INTERNATIONAL MARKETING CHANNELS 418
GLOBAL PERSPECTIVE: CENTRAL PERK IN BEIJING 419 CHANNEL-OF-DISTRIBUTION
STRUCTURES 421
IMPORT-ORIENTED DISTRIBUTION
STRUCTURE 421
JAPANESE DISTRIBUTION
STRUCTURE 422 TRENDS: FROM TRADITIONAL TO MODERN CHANNEL
STRUCTURES 424
DISTRIBUTION PATTERNS 427 RETAIL PATTERNS 428 ALTERNATIVE MIDDLEMAN
CHOICES 430 HOME-COUNTRY MIDDLEMEN 431
XXVIII
IMAGE 8
FOREIGN-COUNTRY
MIDDLEMEN 434
GOVERNMENT-AFFILIATED MIDDLEMEN 434
FACTORS AFFECTING CHOICE OF CHANNELS 435
COST 435
CAPITAL REQUIREMENTS 436
CONTROL 436
COVERAGE 436
CHARACTER 436
CONTINUITY 437
CHANNEL MANAGEMENT 438
LOCATING MIDDLEMEN 438
SELECTING MIDDLEMEN 438
MOTIVATING MIDDLEMEN 439
TERMINATING MIDDLEMEN 439
CONTROLLING MIDDLEMEN 441
THE INTERNET 441
LOGISTICS 449
16 INTEGRATED MARKETING COMMUNICATIONS AND INTERNATIONAL ADVERTISING 452
GLOBAL PERSPECTIVE: BARBIE VERSUS * MULAN 453
SALES PROMOTIONS IN INTERNATIONAL
MARKETS 454 * F
INTERNATIONAL PUBLIC RELATIONS 455
INTERNATIONAL ADVERTISING 457 ADVERTISING STRATEGY AND GOALS 462 PRODUCT
ATTRIBUTE AND BENEFIT
SEGMENTATION 463 REGIONAL SEGMENTATION 463 THE MESSAGE: CREATIVE
CHALLENGES 467
GLOBAL ADVERTISING AND THE COMMUNICATIONS PROCESS 467 LEGAL CONSTRAINTS
471
LINGUISTIC LIMITATIONS 473 CULTURAL DIVERSITY 475 MEDIA LIMITATIONS 476
PRODUCTION AND COST
LIMITATIONS 477
MEDIA PLANNING AND ANALYSIS 477 TACTICAL CONSIDERATIONS 477
CAMPAIGN EXECUTION AND ADVERTISING AGENCIES 489
INTERNATIONAL CONTROL OF ADVERTISING: BROADER ISSUES 491
17 PERSONAL SELLING AND SATES MANAGEMENT 494
GLOBAL PERSPECTIVE: INTERNATIONAL ASSIGNMENTS ARE GLAMOROUS, RIGHT? 495
DESIGNING THE SALES FORCE 496
RECRUITING MARKETING AND SALES
PERSONNEL 498
EXPATRIATES 498
VIRTUAL EXPATRIATES 499
LOCAL NATIONALS 500
THIRD-COUNTRY NATIONALS 501
HOST-COUNTRY RESTRICTIONS 502
SELECTING SALES AND MARKETING
PERSONNEL 502
TRAINING FOR INTERNATIONAL
MARKETING 505
MOTIVATING SALES PERSONNEL 506
DESIGNING COMPENSATION
SYSTEMS 508
FOR EXPATRIATES 508
FOR A GLOBAL SALES FORCE 508
EVALUATING AND CONTROLLING SALES
REPRESENTATIVES 511
PREPARING U.S. PERSONNEL FOR FOREIGN ASSIGNMENTS 512 OVERCOMING
RELUCTANCE TO ACCEPT A FOREIGN ASSIGNMENT 512 REDUCING THE RATE OF EARLY
RETURNS 513 SUCCESSFUL EXPATRIATE REPATRIATION 514
DEVELOPING CULTURAL AWARENESS 515
THE CHANGING PROFILE OF THE GLOBAL
MANAGER 516
FOREIGN-LANGUAGE SKILLS 518
18 PRICING FOR INTERNATIONAL MARKETS 520
GLOBAL PERSPECTIVE: THE PRICE WAR 521
PRICING POLICY 522
PRICING OBJECTIVES 522
PARALLEL IMPORTS 523
APPROACHES TO INTERNATIONAL PRICING 526 FULL-COST VERSUS VARIABLE-COST
PRICING 526 SKIMMING VERSUS PENETRATION
PRICING 526
PRICE ESCALATION 528
COSTS OF EXPORTING 529
TAXES, TARIFFS, AND ADMINISTRATIVE COSTS 529
INFLATION 529
DEFLATION 530
EXCHANGE RATE
FLUCTUATIONS 530
VARYING CURRENCY VALUES 531
MIDDLEMAN AND TRANSPORTATION
COSTS 532
SAMPLE EFFECTS OF PRICE
* ESCALATION 532 APPROACHES TO REDUCING PRICE ESCALATION 533 LOWERING
COST OF GOODS 534
LOWERING TARIFFS 534 LOWERING DISTRIBUTION COSTS 536 USING FOREIGN TRADE
ZONES
TO LESSEN PRICE ESCALATION 536 DUMPING 537 LEASING IN INTERNATIONAL
MARKETS 538
COUNTERTRADE AS A PRICING TOOL 539
PROBLEMS OF
COUNTERTRADING 540
THE INTERNET AND
COUNTERTRADING 540
PRICE QUOTATIONS 541
ADMINISTERED PRICING 542
CARTELS 542
GOVERNMENT-INFLUENCED
PRICING 544
GETTING PAID: FOREIGN COMMERCIAL
PAYMENTS 544
LETTERS OF CREDIT 545
BILLS OF EXCHANGE 546
CASH IN ADVANCE 547
OPEN ACCOUNTS 547
FORFAITING 547
XXIX
IMAGE 9
PART FIVE
IMPLEMENTING GLOBAL MARKETING STRATEGIES
19 NEGOTIATING WITH INTERNATIONAL CUSTOMERS, PARTNERS, AND REGULATORS
550 GLOBAL PERSPECTIVE: A JAPANESE AISATSU 551 THE DANGERS OF
STEREOTYPES 553 THE PERVASIVE IMPACT OF CULTURE ON NEGOTIATION BEHAVIOR
554 DIFFERENCES IN LANGUAGE
AND NONVERBAL BEHAVIORS 555 DIFFERENCES IN VALUES 561 DIFFERENCES IN
THINKING
AND DECISION-MAKING PROCESSES 563
IMPLICATIONS FOR MANAGERS AND NEGOTIATORS 564 NEGOTIATION TEAMS 564
NEGOTIATION PRELIMINARIES 566
AT THE NEGOTIATION TABLE 569
AFTER NEGOTIATIONS 574
CREATIVE INTERNATIONAL
NEGOTIATIONS 575
CONCLUSIONS 576
X XX
IMAGE 10
PARTSIX
SUPPLEMENTARY MATERIAL
THE COUNTRY NOTEBOOK- A GUIDE FOR DEVELOPING A MARKETING PLAN 579 CASES
CASES CAN BE FOUND ONLINE AT WWW.MHHE.COM/CATEORA_L 5E 1 AN OVERVIEW 1-1
STARBUCKS - GOING GLOBAL FAST 1-2 NESTLE: THE INFANT FORMULA CONTROVERSY
1-3 COKE AND PEPSI LEARN TO COMPETE IN INDIA 1-4 MARKETING MICROWAVE
OVENS TO A NEW MARKET SEGMENT 2 THE CULTURAL ENVIRONMENT OF GLOBAL
MARKETING 2-1 THE NOT-SO-WONDERFUL WORLD OF EURODISNEY - THINGS ARE
BETTER NOW AT DISNEYLAND RESORT PARIS 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 IN
TRADING WITH CHINA
2-6 WHEN INTERNATIONAL BUYERS AND
SELLERS DISAGREE
2-7MCDONALD S AND OBESITY
2-8 ULTRASOUND MACHINES, INDIA, CHINA, AND A SKEWED SEX RATIO
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?
4 DEVELOPING GLOBAL MARKETING STRATEGIES
4-1 TAMBRANDS - OVERCOMING CULTURAL RESISTANCE
4-2 IBERIA AIRLINES BUILDS A
BATNA
4-3 SALES NEGOTIATIONS ABROAD FOR
MRI SYSTEMS
4-4 NATIONAL OFFICE MACHINES - MOTIVATING JAPANESE SALESPEOPLE: STRAIGHT
SALARY OR COMMISSION?
4-5 AIDS, CONDOMS, AND
CARNIVAL
4-6 MAKING SOCIALLY RESPONSIBLE AND ETHICAL MARKETING DECISIONS: SELLING
TOBACCO TO THIRD WORLD COUNTRIES
GLOSSARY 589
PHOTO CREDITS 598
NAME INDEX 600
SUBJECT INDEX 609
XXXI
|
| any_adam_object | 1 |
| author | Cateora, Philip R. Gilly, Mary C. Graham, John L. |
| author_facet | Cateora, Philip R. Gilly, Mary C. Graham, John L. |
| author_role | aut aut aut |
| author_sort | Cateora, Philip R. |
| author_variant | p r c pr prc m c g mc mcg j l g jl jlg |
| building | Verbundindex |
| bvnumber | BV036955991 |
| classification_rvk | QP 680 |
| classification_tum | WIR 800f |
| ctrlnum | (OCoLC)706967659 (DE-599)GBV62633134X |
| discipline | Wirtschaftswissenschaften |
| edition | 15. ed. |
| format | Book |
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| genre | 1\p (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV036955991 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T14:45:21Z |
| institution | BVB |
| isbn | 9780073529943 007352994X |
| language | English |
| lccn | 2010020200 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020870964 |
| oclc_num | 706967659 |
| open_access_boolean | |
| owner | DE-1049 DE-1043 DE-522 DE-91 DE-BY-TUM |
| owner_facet | DE-1049 DE-1043 DE-522 DE-91 DE-BY-TUM |
| physical | XXXIII, 622 S. Ill., graph. Darst., Kt. |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | McGraw-Hill/Irwin |
| record_format | marc |
| spellingShingle | Cateora, Philip R. Gilly, Mary C. Graham, John L. International marketing Multinationales Unternehmen Export marketing International business enterprises Internationales Marketing (DE-588)4125431-4 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4037589-4 (DE-588)4123623-3 |
| title | International marketing |
| title_auth | International marketing |
| title_exact_search | International marketing |
| title_full | International marketing Philip R. Cateora ; Mary C. Gilly ; John L. Graham |
| title_fullStr | International marketing Philip R. Cateora ; Mary C. Gilly ; John L. Graham |
| title_full_unstemmed | International marketing Philip R. Cateora ; Mary C. Gilly ; John L. Graham |
| title_short | International marketing |
| title_sort | international marketing |
| topic | Multinationales Unternehmen Export marketing International business enterprises Internationales Marketing (DE-588)4125431-4 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Multinationales Unternehmen Export marketing International business enterprises Internationales Marketing Marketing Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020870964&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT cateoraphilipr internationalmarketing AT gillymaryc internationalmarketing AT grahamjohnl internationalmarketing |
Inhaltsverzeichnis
Paper/Kapitel scannen lassen
Paper/Kapitel scannen lassen
Teilbibliothek Stammgelände
| Signatur: |
0002 WIR 800 2008 B 2580(15) Lageplan |
|---|---|
| Exemplar 1 | Ausleihbar Am Standort |