International Marketing and Export Management

by Albaum, Gerald

• ISBN13: 9780201419641
• ISBN10: 0201419645
• Edition: 3rd
• Format: Paperback
• Copyright: 1998-06-01
• Publisher: Prentice Hall

Summary

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.

Table of Contents

Preface	ix
Trademark notice	xi
International marketing and exporting	1	(28)
Introduction	1	(7)
The nature of international marketing	8	(8)
Export marketing planning and strategy	16	(6)
Ethical/moral issues	22	(2)
Overview of the book	24	(5)
Questions for discussion	25	(1)
References	25	(1)
Further reading	26	(1)
Export of art goods from Hungary	27	(1)
Murphy Company Limited	27	(2)
Bases of international marketing	29	(34)
Introduction	29	(1)
Potential benefits from export marketing	29	(3)
International trade theories	32	(6)
Export behavior theories	38	(1)
Export motives	39	(8)
The development of export in the firm: internationalization stages	47	(3)
Exporting and the network model	50	(3)
Summary	53	(10)
Questions for discussion	54	(1)
References	54	(1)
Further reading	55	(1)
The search for the world car	56	(4)
ELECTRO-X	60	(3)
The international environment	63	(55)
Introduction	63	(1)
Economic forces	64	(5)
Socio-cultural environment	69	(11)
Political/legal environment	80	(14)
Economic integration	94	(4)
Competition	98	(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