Wednesday, September 30, 2015

International Marketing Analysis and strategy Fourth edition


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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