International Dimensions of Marketing

by Terpstra, Vern; Russow, Lloyd C.

• ISBN13: 9780324014914
• ISBN10: 0324014910
• Additional ISBN(s): 9780534932879
• Edition: 4th
• Format: Paperback
• Copyright: 1999-06-25
• Publisher: Cengage Learning
• More Book Details
• Purchase Benefits

Summary

This text provides an overview of the international dimensions of marketing, including international marketing, foreign marketing, and multinational marketing, and discusses differences in key factors that define and influence international and domestic marketing.

Author Biography

Vern Terpstra is Professor Emeritus of International Business at the University of Michigan Lloyd Russow is the Coordinator of International Business Programs and Faculty at Philadelphia College of Textiles and Science (PCTandS)

Table of Contents

Marketing and International Marketing	1	(13)
The Need to Think International	2	(2)
The Extent of International Business in U.S. Firms	4	(2)
Alternative Ways of Marketing Internationally	6	(2)
International Marketing: When in Rome, Be Different	8	(2)
Company Influences on International Marketing	10	(2)
Summary	12	(1)
Questions	12	(1)
Further Reading	13	(1)
The Environment of International Marketing	14	(33)
Relationship Marketing	14	(2)
International Environment	16	(1)
Why International Trade?	17	(7)
International Politics	24	(3)
Foreign Market Environment	27	(1)
The Economy	28	(8)
The People Environment	36	(1)
Culture---A Shaper of Behavior	37	(5)
The Political and Legal Environment	42	(3)
Summary	45	(1)
Questions	45	(1)
Further Reading	46	(1)
Foreign Consumers and Foreign Markets	47	(21)
Foreign Consumer Markets	47	(9)
Foreign Industrial Markets	56	(4)
Foreign Government Markets	60	(6)
Summary	66	(1)
Questions	67	(1)
Further Reading	67	(1)
International Marketing Research	68	(24)
What Is International Marketing Research?	68	(3)
Conducting International Marketing Research	71	(6)
Problems in International Marketing Research	77	(6)
Special Approaches in International Marketing Research	83	(4)
Information Sources	87	(2)
Success and Failure in International Marketing Research	89	(1)
Summary	90	(1)
Questions	90	(1)
Further Reading	91	(1)
Product Strategies for World Markets	92	(27)
Choosing Products for World Markets	92	(2)
The Core Product	94	(7)
Auxiliary Product Features	101	(7)
Developing Products for World Markets	108	(9)
Summary	117	(1)
Questions	117	(1)
Further Reading	118	(1)
International Distribution Decisions	119	(28)
Getting Products into Foreign Markets	119	(2)
Marketing Internationally from Domestic Production	121	(6)
Marketing Internationally from Foreign Production	127	(4)
Distribution Channels Within Foreign Markets	131	(3)
Wholesaling and Retailing in World Markets	134	(6)
International Physical Distribution	140	(5)
Summary	145	(1)
Questions	145	(1)
Further Reading	146	(1)
International Dimensions of Pricing	147	(23)
Pricing for Export	148	(10)
Pricing within Foreign Markets	158	(8)
European Monetary Union	166	(2)
Summary	168	(1)
Questions	168	(1)
Further Reading	169	(1)
International Dimensions of Promotion	170	(26)
Advertising in Foreign Markets	170	(2)
The National Environment of Advertising	172	(5)
Advertising in Export and Licensee Markets	177	(3)
Advertising in Foreign Subsidiary Markets	180	(7)
Personal Selling	187	(4)
Other Kinds of Promotion	191	(2)
Summary	193	(1)
Questions	194	(1)
Further Reading	194	(2)
URL Listing	196