Verfügbarkeit: International marketing | Technische Universität München

International marketing:

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Bibliographische Detailangaben
Beteiligte Personen:	Czinkota, Michael R. 1951- (VerfasserIn), Ronkainen, Ilkka A. (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	[Mason, Ohio] South-Western, Cengage Learning 2013
Ausgabe:	10. ed., internat. ed.
Schlagwörter:	Export marketing Internationales Marketing Einführung
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026075793&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Beschreibung:	9. Aufl. u.d.T.: Czinkota, Michael R.: Principles of international marketing
Umfang:	XXXV, 677 S. Ill., graph. Darst., Kt.
ISBN:	9781133588399 1133588395

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Datensatz im Suchindex

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adam_text	CONTENTS PREFACE vii ACKNOWLEDGMENTS xiii ABOUT THE AUTHORS xvii PART 1 The International Marketing Environment 1 Global Environmental Drivers 3 The International Marketplace 1.1: Global Trends Impose New Strategic Marketing Requirements 3 International Marketing Defined 5 The International Marketplace 1.2: Environment and Sustainability: A Global Challenge for Ideas 6 The Importance of World Trade 7 Global Linkages 8 The International Marketplace 1.3: New Sources for Outsourcing 9 Domestic Policy Repercussions 12 Opportunities and Challenges in International Marketing 13 The International Marketplace 1.4: Emerging Consumers Bring a Smile to Coca-Cola and Consumer Goods Companies 14 The Goals of This Book 15 . Summary 18 Key Terms 19 Questions for Discussion 19 Internet Exercises 19 Recommended Readings 20 Endnotes 20 APPENDIX A A Brief Review of Marketing 21 Strategic Marketing 22 Target Market Selection 22 Marketing Management 23 The Marketing Process 24 Key Terms 24 Endnotes 24 APPENDIX В Geographical Perspectives on International Marketing 25 Location 25 Place 26 Natural Features 26 Human Features 27 Interaction 28 Movement 29 Region 31 Key Terms 31 International Trade Frameworks and Policy 32 The International Marketplace 2.1: A Trade Negotiator s Glossary: What They Said and What They Really Meant 32 The Historical Dimension 33 The International Marketplace 2.2: The Modern-Day Pirate 34 Global Division 36 Transnational Institutions Affecting World Trade 36 World Trade Organization 36 The International Marketplace 2.3: The WTO s Missing Member 38 International Monetary Fund 39 World Bank 40 Regional Institutions 41 Trade Positions Compared 42 A Diagnosis of the U.S. Trade Position 42 The Impact of Trade and Investment 45 The Effect of Trade 45 The Effect of International Investment 45 Policy Responses to Trade Problems 46 Restrictions of Imports 46 Export Promotion Efforts 51 A Strategic Outlook for Trade and Investment Policies 52 A U.S. Perspective 52 An International Perspective 53 The International Marketplace 2.4: The Trade Reality of E-Commerce 54 Summary 55 Key Terms 56 Questions for Discussion 56 Internet Exercises 56 Recommended Readings 56 Endnotes 57 The Role of Culture 58 The International Marketplace 3.1: IMAX Broadens Presence 58 Culture Defined 61 The International Marketplace 3.2: From Hollywood to Bollywood 63 The Elements of Culture 64 Language 65 Nonverbal Language 67 Religion 68 Values and Attitudes 70 Manners and Customs 71 Material Elements 73 Aesthetics 74 The International Marketplace 3.3: Global SEM: A Story in Three Acts 75 Education 75 Social Institutions 76 Sources of Cultural Knowledge 77 Cultural Analysis 79 The Training Challenge 83 Making Culture Work for Marketing Success 84 The International Marketplace 3.4: Cultural Awareness Online 85 Embrace Local Culture 85 Build Relationships 86 Employ Locals in Order to Gain Cultural Knowledge 86 Help Employees Understand You 87 Adapt Products and Processes to Local Markets 87 Coordinate by Region 87 Summary 87 Key Terms 88 Questions for Discussion 88 Internet Exercises 88 Recommended Readings 89 Endnotes 89 The Economic Environment 91 The International Marketplace 4.1: Global Middle-Class Market 91 Market Characteristics 95 Population 95 Infrastructure 102 Impact of the Economic Environment on Social Development 104 Regional Economic Integration 107 European Integration 108 The North American Free Trade Agreement 109 The International Marketplace 4.2: NAFTA Reshaping Retail Markets 111 Integration in Latin America 113 Integration in Asia 114 Integration in Africa and the Middle East 115 Emerging Markets 116 The International Marketplace 4.3: The Gulf Economies Are Linked East and West 117 Adjust Entry Strategy 120 Manage Affordability 122 Invest in Distribution 122 Build Strong Brands 122 Developing Markets 123 Research 123 Create Buying Power 123 Tailor Local Solutions 123 Improve Access 124 Shape Aspirations 124 Economic Integration and the International Marketer 125 Effects of Change 125 Strategic Planning 125 Reorganization 125 Lobbying 126 Summary 126 Key Terms 127 Questions for Discussion 127 Internet Exercises 128 Recommended Readings 128 Endnotes 129 The Political and Legal Environment 131 The International Marketplace 5.1: Of Course I m a Principal Player 131 Home-Country Political and Legal Environment 133 Embargoes and Sanctions 134 Export Controls 135 A New Environment for Export Controls 137 The International Marketplace 5.2: International Export Controls 139 Import Controls 140 Regulation of International Business Behavior 141 Host-Country Political and Legal Environment 142 Political Action and Risk 142 The International Marketplace 5.3: Baidu, not Google, Is Keyword for Search in China 144 Legal Differences and Restraints 147 The International Marketplace 5.4: The Archbishop and the Law 148 Influencing Politics and Laws 149 International Relationships 150 International Politics 151 International Law 151 International Terrorism and Marketing 152 Ethical Issues 156 Corporate Governance and Responsibility 157 The International Marketplace 5.5: Does Pollution Matter? 158 Intellectual Property 159 Bribery and Corruption 161 Summary 163 Key Terms 164 Questions for Discussion 164 Internet Exercises 164 Recommended Readings 165 Endnotes 165 CASES 1 Super Foods: Camu Camu in Peru 167 African Producers in the Cut Flower and Foliage Trade 171 PART 2 Finding Global Customers 177 6 Consumer, Industrial, and Government Markets 179 The International Marketplace 6.1: Apple Targets Global Consumers 179 Drivers of the Global Consumer 181 The Global Consumer 182 Influences on the Global Consumer 184 Economic Status 184 Technology Level 185 The International Marketplace 6.2: Rise of the Global Middle Class 186 Personal Motives 187 The International Marketplace 6.3: China s Huge Consumer Market 188 Culture 188 Social Factors 189 Situational Factors 190 Country-of-Origin Effects 191 The Industrial Buyer 192 Influences on the Global Industrial Buyer 193 Culture 193 Stage of Economic Development 194 National Situational Factors 194 The International Marketplace 6.4: Global Consumerism and Sustainability 195 The Government Buyer 196 Marketing to Global Consumers 197 Targeting Global Customers 197 Country-of-Origin Challenges 198 Global Customer Relationship Management 199 Selling to Governments 200 Summary 201 Key Terms 202 Questions for Discussion 202 Internet Exercises 203 Recommended Readings 203 Endnotes 204 7 Strategic Planning 206 The International Marketplace 7.1: Powering Growth in Emerging Markets 206 Global Marketing 207 Globalization Drivers 208 Market Factors 208 Cost Factors 209 Environmental Factors 210 Competitive Factors 211 The International Marketplace 7.2: Born Globais and Social Entrepreneurs 212 The Outcome 212 The Strategic Planning Process 213 Understanding and Adjusting the Core Strategy 214 Formulating Global Marketing Strategy 216 The International Marketplace 7.3: Mood of the World 221 Developing the Global Marketing Program 222 Implementing Global Marketing 224 The Local Company in the Global Environment 227 The International Marketplace 7.4: Emerging-Market Growth War Pits Global Brand Giants against Local Rivals 230 Summary 231 Key Terms 231 Questions for Discussion 231 Internet Exercises 231 Recommended Readings 233 Endnotes 233 8 Analyzing People and Markets 235 The International Marketplace 8.1: Research in Business and Soccer 235 Defining the Issue 236 International and Domestic Research 237 New Parameters 237 New Environments 237 Number of Factors Involved 237 Broader Definition of Competition 238 Recognizing the Need for Research 238 The Benefits of Research 239 Determining Research Objectives 239 Going International: Exporting 239 Going International: Importing 240 Market Expansion 241 Determining Secondary Information Requirements 241 Sources of Data 242 The International Marketplace 8.2: What if You Need Information on Europe? 242 Evaluating Data 245 Analyzing and Interpreting Secondary Data 245 The Primary Research Process 246 Determining Information Requirements 246 Industrial versus Consumer Research 247 Determining Research Administration 247 Determining the Research Technique 249 The International Marketplace 8.3: Excellence in International Research 253 Designing the Survey Questionnaire 257 Developing the Sampling Plan 258 Data Collection 258 The International Marketplace 8.4: Check Your Translations! 259 Analyzing and Interpreting Primary Data 259 Presenting Research Results 260 Follow-Up and Review 260 Research on the Web 260 The International Information System 262 Environmental Scanning 263 Delphi Studies 264 Scenario Building 264 Summary 265 Key Terms 266 Questions for Discussion 266 Internet Exercises 266 Recommended Readings 267 Endnotes 267 APPENDIX A Information Sources for Marketing Issues 269 European Union 269 United Nations 270 U.S. Government 270 Selected Organizations 271 Indexes to Literature 273 Directories 273 Periodic Reports, Newspapers, and Magazines 273 Selected Trade Databases 274 Trade Publication References with Bibliographic Keywords 274 Trade Publication References with Summaries 274 Full Text of Trade Publications 274 Statistics 275 Price Information 275 Company Registers 275 Trade Opportunities, Tenders 275 Tariffs and Trade Regulations 275 Standards 275 Shipping Information 275 Others 275 APPENDIX В The Structure of a Country Commercial Guide 276 The U.S. Commercial Service 276 Doing Business in China 276 Table of Contents 276 Market Entry and Expansion 279 The International Marketplace 9.1: Product Innovation May Come Mainly from China 279 Stimuli to Internationalize 281 Proactive Stimuli 281 Reactive Stimuli 282 Change Agents 283 Internal Change Agents 284 External Change Agents 285 Going International 285 Export 286 Export Management Companies 287 Trading Companies 287 E-Commerce 288 Licensing and Franchising 290 Licensing 290 The International Marketplace 9.2: Will a Manufacturing, Marketing, and Distribution Licensing Agreement Grow the International Market for Tazo Tea? 290 Franchising 292 Foreign Direct Investment 294 Major Foreign Investors 294 Reasons for Foreign Direct Investment 295 A Perspective on Foreign Direct Investors 298 Types of Ownership 299 The International Marketplace 9.3: Foreign Direct Investments in Vietnam: The Good and the Bad 300 Summary 304 Key Terms 305 Questions for Discussion 305 Internet Exercises 305 Recommended Readings 306 Endnotes 306 1 0 Marketing Organization, Implementation, and Control 308 The International Marketplace 10.1: Touch and Improve People s Everyday Lives 308 Organizational Structure 310 Organizational Designs 310 Evolution of Organizational Structures 318 The International Marketplace 10.2: Beyond the Matrix 318 Implementation 320 Locus of Decision Making 320 Factors Affecting Structure and Decision Making 321 The Networked Global Organization 322 Promoting Global Internal Cooperation 324 The Role of Country Organizations 327 Control 329 Types of Controls 329 The International Marketplace 10.3: International Best Practice Exchange 330 The International Marketplace 10.4: Corporate Acculturation 333 Exercising Control 334 Summary 335 Key Terms 336 Questions for Discussion 336 Internet Exercises 337 Recommended Readings 338 Endnotes 338 CASES 2 Working towards Better Vision 341 La Casa de Las Botas 346 PART 3 The Global Marketing Mix 353 11 Product Management and Global Brands 355 The International Marketplace 11.1: Are Global Brands the Way to Go? 355 Product Variables 357 Standardization versus Adaptation 358 Factors Affecting Adaptation 359 The Market Environment 360 Government Regulations 360 Nontariff Barriers 361 Customer Characteristics, Expectations, and Preferences 362 Economic Development 364 Competitive Offerings 365 Climate and Geography 365 Product Characteristics 366 Product Constituents and Content 366 Branding 366 Packaging 367 The International Marketplace 11.2: When There Is More to a Name 368 Appearance 369 Method of Operation or Usage 369 Quality 370 Service 370 Country-of-Origin Effects 370 Company Considerations 371 Global Product Development 372 The International Marketplace 11.3: New World Car Strategy 373 The Product Development Process 374 The Location of R&D Activities 377 The Organization of Global Product Development 378 The Testing of New Product Concepts 379 The Global Product Launch 380 Managing the Brand Portfolio 381 Brand Strategy Decisions 383 < Private Brand Policies 385 Product Counterfeiting 386 Summary 389 Key Terms 390 Questions for Discussion 390 Internet Exercises 390 Recommended Readings 391 Endnotes 392 12 Global Marketing of Services 395 The International Marketplace 12.1: Marketing The Cloud : Computing as a Service 395 Differences between Services and Goods 396 Linkage between Services and Goods 397 Stand-Alone Services 397 The Role of Services in the U.S. Economy 401 The Role of Services in the World Economy 405 The International Marketplace 12.2: Iceland Goes Bankrupt 406 Global Transformations of Services 407 International Trade Problems in Services 408 Data Collection Problems 409 Regulations and Service Trade Negotiations 409 Corporate Involvement in International Services Marketing 411 Services and E-Commerce 411 Services and Academia 412 Typical International Services 413 Starting to Market Services Internationally 41 S The International Marketplace 12.3: Service Contractor Offers Sustainability in Trade Shows and Exhibitions 416 Strategic Implications of International Services Marketing 417 Summary 419 Key Terms 419 Questions for Discussion 419 Internet Exercises 420 Recommended Readings 420 Endnotes 420 13 Advertising, Promotion, and Sales 422 The International Marketplace 13.1: Global Sponsorship 422 The Marketing Communications Process 423 Planning Promotional Campaigns 425 The Target Audience 425 Campaign Objectives 426 The Budget 428 Media Strategy 429 The Promotional Message 433 The Campaign Approach 435 Measurement of Advertising Effectiveness 439 Other Promotional Elements 439 Personal Selling 439 The International Marketplace 13.2: Automation of the Sales Force 442 Direct Marketing 443 Sales Promotion 444 Trade Shows and Missions 446 The International Marketplace 13.3: At the Fair 448 Public Relations 448 Internal Public Relations 448 Sponsorship Marketing 451 Summary 453 Key Terms 454 Questions for Discussion 454 Internet Exercises 454 Recommended Readings 456 Endnotes 456 14 Pricing Strategies and Tactics 458 The International Marketplace 14.1: Now for the Hard Part: Getting Paid for Exports 458 Price Dynamics 459 The Setting of Export Prices 461 Export Pricing Strategy 461 Export-Related Costs 464 Terms of Sale 465 The International Marketplace 14.2: Penetrating Foreign Markets by Controlling Export Transport 467 Terms of Payment 468 Getting Paid for Exports 471 Managing Foreign Exchange Risk 473 Sources of Export Financing 476 Commercial Banks 476 Forfaiting and Factoring 477 Official Trade Finance 477 Leasing 478 Pricing within Individual Markets 479 Corporate Objectives 479 Costs 480 Demand and Market Factors 481 Market Structure and Competition 482 Environmental Constraints 483 Pricing Coordination 483 Transfer Pricing 483 Use of Transfer Prices to Achieve Corporate Objectives 485 Transfer Pricing Challenges 486 The International Marketplace 14.3: The Tax Haven That Is Saving Google Billions 488 Countertrade 489 Why Countertrade? 489 Types of Countertrade 490 Summary 491 Key Terms 492 Questions for Discussion 492 Internet Exercises 492 Recommended Readings 493 Endnotes 494 15 Global Distribution and Logistics 496 The International Marketplace 15.1: Getting the Distribution Job Done in Latin America 496 Channel Structure 498 Channel Design 499 Customers 500 Culture 500 Competition 501 Company Objectives 501 Character 501 Capital 501 Cost 501 Coverage 502 Control 502 Continuity 502 Communication 502 The International Marketplace 15.2: Tesco: Community Promises and Local Priorities 503 Channel Management 504 Selection of Intermediaries 504 The Distributor Agreement 506 Gray Markets 507 Termination of the Channel Relationship 509 E-Commerce 510 International Logistics 513 Supply Chain Management 514 The Impact of International Logistics 514 The International Marketplace 15.3: Supply Chains after the Japanese Earthquake 515 The New Dimensions of International Logistics 515 International Transportation Issues 515 Transportation Infrastructure 516 Availability of Modes 516 Choice of Transport Modes 518 The International Shipment 520 Documentation 520 Assistance with International Shipments 521 International Inventory Issues 521 Order Cycle Time 521 Customer Service Levels 522 Inventory as a Strategic Tool 522 International Storage Issues 522 Storage Facilities 523 Outsourcing 523 Foreign Trade Zones 523 International Packaging Issues 524 Management of International Logistics 525 Centralized Logistics Management 525 Decentralized Logistics Management 525 Contract Logistics 525 Logistics and Security 526 The International Marketplace 15.4: The Dangers of Somali Pirates 527 Recycling and Reverse Logistics 528 Summary 528 Key Terms 529 Questions for Discussion 529 Internet Exercises 530 Recommended Readings 531 Endnotes 531 APPENDIX A Elements of a Distributor Agreement 533 CASES 3 Toyota Incident 535 The Bell Boing V-22 540 PART 4 Leadership in Global Marketing 545 16 Social Networks and Communication 547 The International Marketplace 16.1: Volkswagen s Global Social Media Campaigns 547 Social Networks: Key to Online Relationships 550 The Rise of Social Media 552 Forms of Social Media 553 Why Do Social Media Work? 554 Creating Content via Social Media 555 The International Marketplace 16.2: Africa s Blossoming Social Media 558 Marketing Dimensions of Social Media 559 Generate Exposure for the Firm and Its Products 559 Build Brand Equity 560 Drive Traffic to Corporate Websites 560 Link with Other Sites across the Internet 561 Leverage Social Networks 561 Generate Buzz and Spread Specific Messages Virally 561 Generate Product Sales 561 Conduct Market Research 561 Develop Ideas for New Products and Marketing Approaches 562 Garner Publicity from News Media 562 Improve Search Engine Rankings 562 The International Marketplace 16.3: Social Media for Charity Fundraising 563 Achieve Cost Effectiveness 563 Challenges of Social Media 563 Send the Wrong Message 563 Resource Intensive 564 Results Are Difficult to Measure 564 Lack of Access 564 Social Media and International Communications 565 Advertising 565 Sales 565 Public Relations 566 Promotional Activities 567 Integrating Social Media with Traditional Marketing Communications 567 Social Media Around the World 567 Social Media Success Strategies in International Marketing 569 Understand the Difference between Traditional Approaches and Social Media 569 Communicate Your Expertise 569 Customize the Message to the Audience 569 Target a Specific Market 570 Understand Your Markets 570 Monitor Your Firm s Online Reputation 570 Manage Information about Your Company and Brands 570 Summary 571 Key Terms 571 Questions for Discussion 571 Internet Exercises 571 Recommended Readings 572 Endnotes 573 17 Leadership, Corporate Social Responsibility, and Sustainability 575 The International Marketplace 17.1: Bank Bonuses and Aristotelian Finance 575 Leadership 577 Recognizing Marketing Challenges and Dilemmas 577 The Increased Role of Government 579 Trust 580 The Leadership Challenge 584 The International Marketplace 17.2: For IBM, a Smarter Planet Is Smart Business 585 Aligning Strategy, Products, and Societal Interests 586 Corporate Social Responsibility 587 What Is the Responsibility of Business? 587 Defining Corporate Social Responsibility 588 The International Marketplace 17.3: And the Award Goes to ... 590 Strategic Focus 591 CSR Reporting 591 Sustainability 593 A Sustainable Future? 593 Sustainable Practices 595 The International Marketplace 17.4: Can a War on Carbon Be Good Business? 596 Sustainable Consumers 597 Greentvashing 598 Growing Importance to Marketing 599 Curative Marketing 600 Truthfulness 601 Simplicity 601 Expanded Participation 602 Personal Responsibility 602 Summary 603 Key Terms 603 Questions for Discussion 603 Internet Exercises 603 Recommended Readings 604 Endnotes 605 18 New Directions and Challenges 607 The International Marketplace 18.1: Marketable Global Business School Models 607 International Drivers — A Marketer s External Environment 609 Demographics 609 Technology 611 Culture 613 Economic Development 613 Natural Resources 614 Political and Legal 615 The International Marketplace 18.2: Counterfeiting, Software Piracy, and Terrorism 616 The Marketer of the Future — Strategic Efforts 617 The Balance between Global and Local 617 Innovation 618 Collaborative Partnerships 619 The International Marketplace 18.3: The Body Shop Partners with Daabon 621 Connecting with the World s Customers 622 The International Marketplace 18.4: Facebook s Initial Public Offering 623 Technology-Based Marketing Research 624 Summary 625 Key Terms 625 Questions for Discussion 625 Internet Exercises 625 Recommended Readings 626 Endnotes 626 APPENDIX A Finding Your Calling: Jobs and Careers in International Marketing 628 Further Training 628 Employment with a Large Firm 628 Employment with a Small- or Medium-Sized Firm 630 Opportunities for Women in Global Firms 631 Self-Employment 631 End Notes 633 CASES 4 Thai Food in Europe 635 . China: The Next Aerospace Giant? 639 GLOSSARY 645 NAME INDEX 655 COMPANY INDEX 657 SUBJECT INDEX 661
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