International Marketing Analysis and strategy Fourth edition
Buku ini diterbitkan tahun 2007 oleh Taylor & Francis e-Library, USA adalah buku edisi Kermpat.
Judul: International Marketing Analysis and strategy
Fourth edition
Oleh: Sak Onkvisit, et al
Penerbit: Taylor & Francis e-Library, USA
Tahun: 2007
Jumlah Halaman: 619 hal.
Penulis:
Sak Onkvisit and John J. Shaw
Lingkup Pembahasan:
Buku ini ditulis dengan menggunakan sumber-sumber ilmiah untuk memberikan penjelasan teoritis dan bukti empiris guna mendukung practices. Buku ini ditulis dengan sumber-sumber aktual yang dimuat dalam jurnal internasional terkemuka (i.e., Journal of International Business Studies and Journal of World Business) adalah sumber-sumber informasi utama. Pada saat yang sama, juga mengandalkan beberapa jurnal pemasaran internasional terkenal lainnya (misalnya, International Marketing Review, European Journal of Marketing). Untuk memberikan pemahaman yang lengkap, buku ini telah dianggap sebagai sumber pemasaran lainnya juga. Secara khusus, buku ini bergantung pada dua sumber yang paling berpengaruh: Journal of Marketing dan Journal of Marketing Research. Selain itu, dua jurnal iklan besar (yaitu, Journal of Advertising Research dan Journal of Advertising) memberikan informasi tentang praktik periklanan internasional.
Tidak ada buku pemasaran internasional lainnya yang sama dengan buku ini. International Marketing: Analysis and Strategy in terms of scholarly substance. Tidak seperti teks-teks lain yang masih membahas konsep tradisional secara statis, teks ini menawarkan temuan terbaru yang menunjukkan kemajuan konsep-konsep. Siswa akan mendapatkan keuntungan dari tingkat kecanggihan yang lebih tinggi.
Edisi keempat adalah sangat user-friendly. Pertama, "pemasaran ilustrasi" bagian dimulai setiap bab.
Kedua, fitur unik adalah kumpulan iklan yang menarik untuk menggambarkan pemasaran internasional
activities.Third, teks termasuk tugas diskusi dan minicases untuk merangsang diskusi. Untuk lebih menekankan aplikasi dunia nyata, edisi keempat meliputi fitur inovatif lain.
Ada kotak ilustrasi pemasaran termasuk dalam setiap bab. Kotak-kotak ini berisi " Strategi Pemasaran, "
" Ini adalah hukum, "" etika Pemasaran, "dan" dimensi Budaya "ilustrasi. Contoh-contoh dunia nyata
menggambarkan efek dari dimensi hukum, etika, dan budaya di satu sisi baik dan perusahaan bisnis miskin strategi di sisi lain.
Daftar Isi:
List of illustrations xiii
Preface xviii
1 NATURE OF INTERNATIONAL MARKETING: CHALLENGES AND OPPORTUNITIES 1
Process of international marketing 3
International dimensions of marketing 4
Domestic marketing vs. international marketing 5
The applicability of marketing 6
Multinational corporations (MNCs) 7
The process of internationalization 15
Benefits of international marketing 15
Conclusion 18
Case 1.1 Sony: the sound of entertainment 19
2 TRADE THEORIES AND ECONOMIC DEVELOPMENT 22
Basis for international trade 23
Exchange ratios, trade, and gain 26
Factor endowment theory 27
The competitive advantage of nations 32
A critical evaluation of trade theories 33
Economic cooperation 39
Conclusion 46
Case 2.1 The United States of America vs. the United States of Europe 47
3 TRADE DISTORTIONS AND MARKETING BARRIERS 52
Protection of local industries 55
Government: a contribution to protectionism 57
Marketing barriers: tariffs 59
Marketing barriers: nontariff barriers 62
Private barriers 73
World Trade Organization (WTO) 74
Preferential systems 76
Some remarks on protectionism 77
Conclusion 78
Case 3.1 Global war on drugs or tuna? 80
4 POLITICAL ENVIRONMENT 84
Multiplicity of political environments 86
Types of government: political systems 89
Types of government: economic systems 92
Political risks 100
Privatization 102
Indicators of political instability 102
Analysis of political risk or country risk 104
Management of political risk 106
Measures to minimize political risk 107
Political insurance 112
Conclusion 114
Case 4.1 Hoa Ni Shoe Company 115
5 LEGAL ENVIRONMENT 121
Multiplicity of legal environments 122
Legal systems 124
Jurisdiction and extraterritoriality 125
Legal form of organization 128
Branch vs. subsidiary 129
Litigation vs. arbitration 131
Bribery 132
Intellectual property 139
Counterfeiting 146
Conclusion 148
Case 5.1 International auto safety and patents 149
Case 5.2 Bribery: a matter of national perspective 150
6 CULTURE 153
Culture and its characteristics 155
Influence of culture on consumption 156
Influence of culture on thinking processes 157
Influence of culture on communication processes 158
Cultural universals 159
Cultural similarities: an illusion 160
Communication through verbal language 160
Communication through nonverbal language 167
Subculture 178
Conclusion 181
Case 6.1 Cross-cultural marketing: a classroom simulation 182
7 CONSUMER BEHAVIOR IN THE INTERNATIONAL CONTEXT: PSYCHOLOGICAL
AND SOCIAL DIMENSIONS 187
Perspectives on consumer behavior 190
Motivation 190
Learning 192
Personality 193
Psychographics 197
Perception 198
Attitude 202
Social class 203
Group 204
Family 205
Opinion leadership 206
Diffusion process of innovations 206
Conclusion 207
Case 7.1 Beneath Hijab: marketing to the veiled women of Iran 208
8 MARKETING RESEARCH AND INFORMATION SYSTEM 213
Nature of marketing research 214
Marketing information sources 216
Secondary research 216
Primary research 218
Sampling 220
Basic methods of data collection 222
Measurement 224
Marketing information system 232
Conclusion 237
Case 8.1 B&R Bank: developing a new market 238
9 FOREIGN MARKET ENTRY STRATEGIES 243
Foreign direct investment (FDI) 245
Exporting 246
Licensing 248
Management contract 252
Joint venture 252
Manufacturing 254
Assembly operations 257
Turnkey operations 260
Acquisition 260
Strategic alliances 262
Analysis of entry strategies 263
Foreign trade zones (FTZs) 265
Conclusion 267
Case 9.1 How to export houses 267
10 PRODUCT STRATEGIES: BASIC DECISIONS AND PRODUCT PLANNING 272
What is a product? 275
New product development 275
Market segmentation 277
Product adoption 278
Theory of international product life cycle (IPLC) 279
Product standardization vs. product adaptation 285
A move toward world product: international or national product? 297
Marketing of services 298
Conclusion 302
Case 10.1 McDonaldization 304
11 PRODUCT STRATEGIES: BRANDING AND PACKAGING DECISIONS 308
Branding decisions 310
Branding levels and alternatives 313
Brand consolidation 323
Brand origin and selection 324
Brand characteristics 326
Brand protection 330
Packaging: functions and criteria 336
Mandatory package modification 336
Optional package modification 337
Conclusion 338
Case 11.1 Planet Ralph: the global marketing strategy of Polo Ralph Lauren 339
Case 11.2 Majorica S.A. vs. R. H. Macy 341
12 CHANNELS OF DISTRIBUTION 344
Direct and indirect selling channels 346
Types of intermediaries: direct channel 349
Types of intermediaries: indirect channel 351
Channel development 359
Channel adaptation 361
Channel decisions 361
Determinants of channel types 363
Distribution in Japan 367
Selection of channel members 368
Representation agreement and termination 369
Black market 371
Gray market 371
Distribution of services 378
Conclusion 380
Case 12.1 The international record industry 380
Case 12.2 Schwarzkopf, Inc. distribution network 382
13 PHYSICAL DISTRIBUTION AND DOCUMENTATION 386
Modes of transportation 388
Cargo or transportation insurance 394
Packing 394
Freight forwarder and customs broker 398
Documentation 399
Conclusion 410
14 PROMOTION STRATEGIES: PERSONAL SELLING, PUBLICITY, AND SALES PROMOTION 413
Promotion and communication 414
Promotion mix 416
Personal selling 416
Publicity 422
Sale promotion 426
Overseas product exhibitions 429
Conclusion 433
Case 14.1 Selling in the EU 434
Case 14.2 AllWorld Corporation 435
15 PROMOTION STRATEGIES: ADVERTISING 440
The role of advertising 441
Patterns of advertising expenditures 442
Advertising and regulations 442
Advertising media 443
Standardized international advertising 455
Global advertising: true geocentricity 465
Conclusion 466
Case 15.1 The Marlboro Man: should we modify his image overseas? 466
16 PRICING STRATEGIES: BASIC DECISIONS 472
The role of price 473
Price standardization 474
Pricing decisions 474
Alternative pricing strategies 480
Dumping 481
Price distortion 485
Inflation 486
Transfer pricing 489
Conclusion 492
Case 16.1 Blood diamonds 492
17 PRICING STRATEGIES: COUNTERTRADE AND TERMS OF SALE/PAYMENT 495
Countertrade 496
Price quotation 502
Terms of sale 503
Methods of financing and means of payment 505
Conclusion 518
Case 17.1 Countertrade: counterproductive? 518
18 SOURCES OF FINANCING AND INTERNATIONAL MONEY MARKETS 522
Nonfinancial institutions 525
Financial institutions 528
Government agencies 533
International financial institutions/development banks 535
International Monetary Fund (IMF) 537
Financial centers 540
Conclusion 542
Case 18.1 Too close for comfort 543
19 CURRENCIES AND FOREIGN EXCHANGE 549
Money 551
Foreign exchange 552
Foreign exchange market 553
Foreign exchange rate 556
Exchange rate systems 558
Official classification of exchange rate regimes 563
Evaluation of floating rates 564
Financial implications and strategies 565
Conclusion 572
Case 19.1 Ups and downs: a foreign exchange simulation game 573
Index 577
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