International Marketing and Export Management

by Albaum, Gerald; Duerr, Edwin; Strandskov, Jesper

• ISBN13: 9780273655213
• ISBN10: 0273655213
• Edition: 4th
• Format: Paperback
• Copyright: 2002-01-01
• 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
List of abbreviations	xii
Publisher's Acknowledgements	xv
International marketing and exporting	1	(35)
Introduction	1	(3)
The nature of international marketing	4	(13)
Export marketing planning and strategy	17	(6)
The internet, the world wide web, and e-business	23	(3)
The impact of technology	26	(2)
Entrepreneurial approaches to international marketing	28	(3)
Overview of the book	31	(5)
Questions for discussion	31	(1)
References	32	(1)
Further reading	33	(1)
Case studies	34	(2)
Bases of international marketing	36	(48)
Introduction	36	(1)
Potential benefits from export marketing	36	(3)
International trade theories	39	(7)
Export behavior theories and motives	46	(8)
The development of export in the firm: internationalization stages	54	(4)
Exporting and the network model	58	(3)
Ethical/moral issues	61	(3)
Summary	64	(20)
Questions for discussion	65	(1)
References	66	(1)
Further reading	67	(1)
Case studies	68	(16)
The international environment	84	(70)
Introduction	84	(1)
Economic forces	85	(7)
Socio-cultural environment	92	(13)
Political/legal environment	105	(18)
Economic integration	123	(5)
Competition	128	(3)
Social responsibility and the business environment	131	(5)
Summary	136	(18)
Questions for discussion	137	(1)
References	137	(3)
Further reading	140	(1)
Case studies	141	(13)
Export market selection: definition and strategies	154	(49)
Introduction	154	(2)
Market definition and segmentation	156	(9)
Market expansion/selection process, procedure, and strategy	165	(19)
Foreign market portfolios: technique and analysis	184	(4)
Summary	188	(15)
Questions for discussion	188	(1)
References	189	(1)
Further reading	190	(1)
Case studies	191	(12)
Information for international market(ing) decisions	203	(39)
Introduction	203	(3)
Sources of information	206	(6)
Assessing market potential	212	(5)
Export marketing research	217	(12)
Using the internet and e-mail for data collection	229	(1)
Summary	230	(12)
Questions for discussion	231	(1)
References	231	(1)
Further reading	232	(1)
Appendix: Selected publications and websites providing secondary data	233	(3)
Case studies	236	(6)
Market entry strategies	242	(33)
Introduction	242	(1)
Entry as a channel decision	242	(4)
Entry as a strategy	246	(6)
Factors influencing choice of entry mode	252	(8)
Managing the channel	260	(1)
Selecting the entry mode	261	(1)
Using free areas	262	(1)
Summary	262	(13)
Questions for discussion	263	(1)
References	264	(1)
Further reading	264	(1)
Case studies	265	(10)
Export entry modes	275	(50)
Introduction	275	(1)
Indirect export	275	(17)
Direct export	292	(14)
The internet and e-commerce	306	(5)
Gray market exporting	311	(3)
Summary	314	(11)
Questions for discussion	314	(1)
References	315	(1)
Further reading	316	(1)
Case studies	316	(9)
Nonexport entry modes	325	(61)
Introduction	325	(1)
Alternative modes of entry	326	(4)
Manufacturing facilities	330	(10)
Assembly operations	340	(2)
Strategic alliances	342	(15)
Choosing among alternatives	357	(1)
Summary	358	(28)
Questions for discussion	358	(1)
References	359	(2)
Further reading	361	(1)
Case studies	362	(24)
Product decisions	386	(52)
Introduction	386	(1)
Product policy	386	(2)
Product planning and development	388	(15)
Product mix decisions	403	(10)
Standardization vs. adaptation	413	(7)
Packaging	420	(1)
Branding issues	421	(6)
Summary	427	(11)
Questions for discussion	428	(1)
References	428	(2)
Further reading	430	(1)
Case studies	430	(8)
Pricing decisions	438	(41)
Introduction	438	(1)
Determinants of an export price	439	(10)
Fundamental export pricing strategy	449	(4)
Relation of export to domestic price policies	453	(6)
Currency issues	459	(1)
The price quotation	460	(6)
Transfer pricing	466	(4)
Summary	470	(9)
Questions for discussion	471	(1)
References	471	(1)
Further reading	472	(1)
Case studies	473	(6)
Financing and methods of payment	479	(32)
Introduction	479	(1)
Export financing methods/terms of payment	479	(6)
Payment/financing procedures	485	(15)
Export credit insurance	500	(1)
Countertrade	501	(4)
Summary	505	(6)
Questions for discussion	507	(1)
References	508	(1)
Further reading	508	(1)
Case studies	509	(2)
Promotion and marketing communication	511	(60)
Introduction	511	(2)
Export marketing promotion and communication decisions	513	(9)
Alternative techniques of promotion	522	(20)
Promotional programs and strategy	542	(4)
Standardization or adaptation?	546	(8)
Advertising transference	554	(1)
Management issues	555	(2)
Summary	557	(14)
Questions for discussion	557	(1)
References	558	(1)
Further reading	559	(1)
Case studies	560	(11)
The export order and physical distribution	571	(46)
Introduction	571	(3)
Handling the export order	574	(3)
Physical distribution	577	(7)
Structure of international physical distribution	584	(25)
A concluding comment	609	(8)
Questions for discussion	610	(1)
References	610	(1)
Further reading	611	(1)
Case studies	611	(6)
Organization of international marketing activities	617	(29)
Introduction	617	(1)
Main considerations of being organized internationally	617	(6)
Organizational structures	623	(11)
Summary	634	(12)
Questions for discussion	634	(1)
References	635	(1)
Further reading	635	(1)
Case studies	636	(10)
Glossary	646	(9)
Index	655