International Marketing And Export Management

by Albaum, Gerald; Duerr, Edwin

• ISBN13: 9780273686347
• ISBN10: 0273686348
• Edition: 5th
• Format: Paperback
• Copyright: 2008-01-01
• Publisher: Ft Pr

Summary

"Albaum, Duerr and Strandskov offer a unique focus on export management. The comprehensive coverage provides a wealth of examples and cases with a good spread of academic and non-academic sources. The balance between theory and practice is just right. I highly recommend this text." Geraldine Cohen, Lecturer, School of Business and Marketing, Brunel University Looking to learn about marketing decisions and management processes needed to develop export operations either in a small to medium size business or in a global corporation? With changing opportunities and challenges in the global environment, International Marketing and Export Management 5th edition provides the most comprehensive and up-to-date coverage on the topic. "In my opinion Albaum, Duerr and Strandskov have written an excellent text book on the subject of International Marketing and students will find it both readable and extremely informative." David Demick, Senior Lecturer, School of Marketing, Enrepreneurship and Strategy, University of Ulster Geared to both undergraduate and postgraduate courses on International Marketing or Export Marketing/International Trade, this book can also be used as a supplementary text on International Business courses and as a useful source of reference to even the most experienced of practitioners. New to this edition! In response to recent global developments, the authors have increased emphasis on the following: the impact of the Internet, World Wide Web, and e-commerce the increasing use of specialized software to assist in managing marketing functions, increasing efficiency in logistics, and coordinating and controlling enterprises the impact of technological advances on international marketing the changes resulting from China's rapid, export-led growth and from its entry into the World Trade Organization the growing concerns with respect to social responsibility, and the costs of failure to meet societal expectations. Visit www.booksites.net/albaum to access valuable teaching tools, including an Instructor's Manual and Power Point Slides.Gerald Albaum is Research Professor at the Robert O. Anderson Schools of Management, University of New Mexico and Professor Emeritus of Marketing at the University of Oregon, USA. He is also Senior Research Fellow at the IC2 Institute, University of Texas, Austin, USA. He has been a visiting professor and scholar at universities in Canada, Denmark, New Zealand, Australia, Turkey, France, Finland and Hong Kong.Edwin Duerr is a Professor Emeritus of International Business at San Francisco State University, USA. He has been a visiting professor at universities in Japan, Brazil, Germany, Denmark, Sweden and the Netherlands and has extensive consulting business around the globe. Duerr is also Senior Editor of TheJournal of International Business and Economy.Jesper Strandskov is a Professor of International Business at Aarhus School of Business, Denmark. He has been visiting professor at universities in the USA and Australia. He also acts as an international business consultant to several business companies and public institutions.

Author Biography

Edwin Duerr is a Professor Emeritus of International Business at San Francisco State University, USA.

Table of Contents

Preface	viii
About the authors	xii
List of abbreviations	xiii
Guided tour	xviii
Publisher's acknowledgements	xxi
International marketing and exporting	1	(50)
Introduction	1	(4)
The nature of international marketing	5	(10)
Export marketing planning and strategy	15	(7)
The Internet, the World Wide Web, and e-business	22	(3)
The impact of technology	25	(3)
Entrepreneurial approaches to international marketing	28	(3)
The growth of nontraditional exports	31	(4)
Overview of the book	35	(16)
Questions for discussion	35	(1)
References	36	(2)
Further reading	38	(1)
Case Study 1.1 Export of art goods from Hungary	39	(1)
Case Study 1.2 Murphy Company Limited	39	(1)
Case Study 1.3 eBay, Inc.	40	(3)
Case Study 1.4 DaimlerChrylser AG	43	(8)
Bases of international marketing	51	(48)
Introduction	51	(1)
Potential benefits from export marketing	52	(3)
International trade theories	55	(6)
Export behaviour theories and motives	61	(9)
The development of export in the firm; internationalization stages	70	(3)
Exporting and the network model	73	(3)
Ethical/moral issues	76	(4)
Social responsibility and the business environment	80	(19)
Summary	87	(1)
Questions for discussion	87	(1)
References	88	(2)
Further reading	90	(1)
Case Study 2.1 Bridgestone Corporation	91	(3)
Case Study 2.2 GlaxoSmithKline PLC	94	(5)
The international environment	99	(60)
Introduction	99	(1)
Economic forces	100	(6)
Socio-cultural environment	106	(12)
Political/legal environment	118	(18)
Economic integration	136	(5)
Competition	141	(18)
Summary	144	(1)
Questions for discussion	144	(1)
References	145	(2)
Further reading	147	(1)
Case Study 3.1 Supreme Canning Company	148	(1)
Case Study 3.2 Ford Motor Company	149	(4)
Case Study 3.3 Avon Products, Inc. (A)	153	(6)
Export market selection: definition and strategies	159	(40)
Introduction	159	(2)
Market definition and segmentation	161	(9)
Market expansion/selection process, procedure and strategy	170	(17)
Foreign market portfolios: technique and analysis	187	(12)
Summary	191	(1)
Questions for discussion	191	(1)
References	192	(1)
Further reading	193	(1)
Case Study 4.1 IKEA	194	(2)
Case Study 4.2 Seven-Eleven Japan	196	(3)
Information for international market(ing) decisions	199	(47)
Introduction	199	(3)
Sources of information	202	(6)
Assessing market potential	208	(5)
Export marketing research	213	(13)
Using the Internet and e-mail for data collection	226	(20)
Summary	228	(1)
Questions for discussion	228	(1)
References	228	(2)
Further reading	230	(1)
Appendix: Selected publications and web sites providing secondary data	231	(4)
Case Study 5.1 Mariani Packing Company, Inc.	235	(2)
Case Study 5.2 Aquabear AB	237	(2)
Case Study 5.3 Ford Motor Company Latin America	239	(7)
Market entry strategies	246	(34)
Introduction	246	(1)
Entry as a channel decision	246	(5)
Entry as a strategy	251	(6)
Factors influencing choice of entry mode	257	(7)
Managing the channel	264	(1)
Selecting the entry mode	265	(2)
Using free areas	267	(13)
Summary	267	(1)
Questions for discussion	267	(1)
References	268	(1)
Further reading	269	(1)
Case Study 6.1 Alcas Corporation	270	(2)
Case Study 6.2 Yang Toylard Pte, Limited	272	(5)
Case Study 6.3 Avon Products, Inc. (B)	277	(3)
Export entry modes	280	(46)
Introduction	280	(2)
Indirect export	282	(13)
Direct export	295	(14)
The Internet and e-commerce	309	(4)
Gray market exporting	313	(13)
Summary	315	(1)
Questions for discussion	316	(1)
References	317	(1)
Further reading	318	(1)
Case Study 7.1 HV Industri A/S	319	(2)
Case Study 7.2 Quint Winery	321	(2)
Case Study 7.3 Nestle	323	(3)
Nonexport entry modes	326	(48)
Introduction	326	(3)
Alternative modes of entry	329	(2)
Manufacturing facilities	331	(10)
Assembly operations	341	(3)
Strategic alliances	344	(13)
Choosing between alternatives	357	(17)
Summary	358	(1)
Questions for discussion	358	(1)
References	359	(2)
Further reading	361	(1)
Case Study 8.1 Terralumen S.A.	362	(5)
Case Study 8.2 GG Farm Machinery Company	367	(1)
Case Study 8.3 VW in China	368	(4)
Case Study 8.4 Nu Skin Enterprises, Inc.	372	(2)
Product decisions	374	(57)
Introduction	374	(1)
Product policy	375	(2)
Product planning and development	377	(14)
Product mix decisions	391	(9)
Standardization vs adaptation	400	(7)
Packaging	407	(3)
Branding issues	410	(21)
Summary	415	(1)
Questions for discussion	416	(1)
References	417	(2)
Further reading	419	(1)
Case Study 9.1 Daewoo Corporation	420	(2)
Case Study 9.2 Supreme Foods of France	422	(4)
Case Study 9.3 BRL Hardy	426	(5)
Pricing decisions	431	(41)
Introduction	431	(2)
Determinants of an export price	433	(9)
Fundamental export pricing strategy	442	(5)
Relation of export to domestic price policies	447	(6)
Currency issues	453	(1)
The price quotation	454	(6)
Transfer pricing	460	(12)
Summary	464	(1)
Questions for discussion	464	(1)
References	465	(1)
Further reading	466	(1)
Case Study 10.1 RAP Engineering and Equipment Company	467	(1)
Case Study 10.2 The Capitool Company	467	(3)
Case Study 10.3 Strato Designs	470	(2)
Financing and methods of payment	472	(36)
Introduction	472	(1)
Export financing methods/terms of payment	473	(6)
Payment/financing procedures	479	(18)
Export credit insurance	497	(1)
Countertrade	498	(10)
Summary	502	(2)
Questions for discussion	504	(1)
References	504	(1)
Further reading	505	(1)
Case Study 11.1 Tainan Glass Manufacturing Company	506	(1)
Case Study 11.2 Arion Exports	507	(1)
Promotion and marketing communication	508	(62)
Introduction	508	(2)
Export marketing promotion and communication decisions	510	(9)
Alternative techniques of promotion	519	(19)
Promotional programs and strategy	538	(4)
Standardization or adaptation?	542	(7)
Advertising transference	549	(2)
Management issues	551	(19)
Summary	552	(1)
Questions for discussion	553	(1)
References	553	(2)
Further reading	555	(1)
Case Study 12.1 Adidas AG	556	(2)
Case Study 12.2 LEGO A/S	558	(1)
Case Study 12.3 Christa Clothing International	559	(4)
Case Study 12.4 Nove Ltd	563	(2)
Case Study 12.5 Eli's Cheesecake Company	565	(5)
The export order and physical distribution	570	(49)
Introduction	570	(4)
Handling the export order	574	(3)
Physical distribution	577	(7)
Structure of international physical distribution	584	(24)
A concluding comment	608	(11)
Questions for discussion	609	(1)
References	609	(1)
Further reading	610	(1)
Case Study 13.1 Jaguar Electronics, Inc.	611	(2)
Case Study 13.2 Megabox, Inc.	613	(3)
Case Study 13.3 Primex Marketing, Inc.	616	(3)
Organization of international marketing activities	619	(28)
Introduction	619	(1)
Main considerations of being organized internationally	620	(5)
Organizational structures	625	(22)
Summary	636	(1)
Questions for discussion	636	(1)
References	637	(1)
Further reading	637	(1)
Case Study 14.1 Asea Brown Boveri Limited	638	(1)
Case Study 14.2 Unilever	639	(8)
Glossary	647	(11)
Index	658