(Ebook) International Marketing 10th Edition by Michael R Czinkota, Ilkka A Ronkainen ISBN 9781133627517 113362751X

(Ebook) International Marketing 10th Edition by Michael R Czinkota, Ilkka A Ronkainen ISBN 9781133627517 113362751X

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ISBN 10: 113362751X
ISBN 13: 9781133627517
Author: Michael R Czinkota, Ilkka A Ronkainen

(Ebook) International Marketing 10th Edition Table of contents:

Part 1. The International Marketing Environment

Chapter 1. Global Environmental Drivers

International Marketing Defined

The Importance of World Trade

Global Linkages

Domestic Policy Repercussions

Opportunities and Challenges in International Marketing

The Goals of this Book

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Appendix A. A Brief Review of Marketing

Appendix B. Geographical Perspectives on International Marketing

Chapter 2. International Trade Frameworks and Policy

The Historical Dimension

Global Division

Transnational Institutions Affecting World Trade

World Trade Organization

International Monetary Fund

World Bank

Regional Institutions

Trade Positions Compared

A Diagnosis of the U.S. Trade Position

The Impact of Trade and Investment

The Effect of Trade

The Effect of International Investment

Policy Responses to Trade Problems

Restrictions of Imports

Export Promotion Efforts

A Strategic Outlook for Trade and Investment Policies

A U.S. Perspective

An International Perspective

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 3. The Role of Culture

Culture Defined

The Elements of Culture

Language

Nonverbal Language

Religion

Values and Attitudes

Manners and Customs

Material Elements

Aesthetics

Education

Social Institutions

Sources of Cultural Knowledge

Cultural Analysis

The Training Challenge

Making Culture Work for Marketing Success

Embrace Local Culture

Build Relationships

Employ Locals in Order to Gain Cultural Knowledge

Help Employees Understand You

Adapt Products and Processes to Local Markets

Coordinate by Region

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 4. The Economic Environment

Market Characteristics

Population

Infrastructure

Impact of the Economic Environment on Social Development

Regional Economic Integration

European Integration

The North American Free Trade Agreement

Integration in Latin America

Integration in Asia

Integration in Africa and the Middle East

Emerging Markets

Adjust Entry Strategy

Manage Affordability

Invest in Distribution

Build Strong Brands

Developing Markets

Research

Create Buying Power

Tailor Local Solutions

Improve Access

Shape Aspirations

Economic Integration and the International Marketer

Effects of Change

Strategic Planning

Reorganization

Lobbying

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 5. The Political and Legal Environment

Home-Country Political and Legal Environment

Embargoes and Sanctions

Export Controls

A New Environment for Export Controls

Import Controls

Regulation of International Business Behavior

Host-Country Political and Legal Environment

Political Action and Risk

Legal Differences and Restraints

Influencing Politics and Laws

International Relationships

International Politics

International Law

International Terrorism and Marketing

Ethical Issues

Corporate Governance and Responsibility

Intellectual Property

Bribery and Corruption

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Super Foods: Camu Camu in Peru

African Producers in the Cut Flower and Foliage Trade

Part 2. Finding Global Customers

Chapter 6. Consumer, Industrial, and Government Markets

Drivers of the Global Consumer

The Global Consumer

Influences on the Global Consumer

Economic Status

Technology Level

Personal Motives

Culture

Social Factors

Situational Factors

Country-of-Origin Effects

The Industrial Buyer

Influences on the Global Industrial Buyer

Culture

Stage of Economic Development

National Situational Factors

The Government Buyer

Marketing to Global Consumers

Targeting Global Customers

Country-of-Origin Challenges

Global Customer Relationship Management

Selling to Governments

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 7. Strategic Planning

Global Marketing

Globalization Drivers

Market Factors

Cost Factors

Environmental Factors

Competitive Factors

The Outcome

The Strategic Planning Process

Understanding and Adjusting the Core Strategy

Formulating Global Marketing Strategy

Developing the Global Marketing Program

Implementing Global Marketing

The Local Company in the Global Environment

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 8. Analyzing People and Markets

Defining the Issue

International and Domestic Research

New Parameters

New Environments

Number of Factors Involved

Broader Definition of Competition

Recognizing the Need for Research

The Benefits of Research

Determining Research Objectives

Going International: Exporting

Going International: Importing

Market Expansion

Determining Secondary Information Requirements

Sources of Data

Evaluating Data

Analyzing and Interpreting Secondary Data

The Primary Research Process

Determining Information Requirements

Industrial versus Consumer Research

Determining Research Administration

Determining the Research Technique

Designing the Survey Questionnaire

Developing the Sampling Plan

Data Collection

Analyzing and Interpreting Primary Data

Presenting Research Results

Follow-Up and Review

Research on the Web

The International Information System

Environmental Scanning

Delphi Studies

Scenario Building

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Appendix A. Information Sources for Marketing Issues

Appendix B. The Structure of a Country Commercial Guide

Chapter 9. Market Entry and Expansion

Stimuli to Internationalize

Proactive Stimuli

Reactive Stimuli

Change Agents

Internal Change Agents

External Change Agents

Going International

Export

Export Management Companies

Trading Companies

E-Commerce

Licensing and Franchising

Licensing

Franchising

Foreign Direct Investment

Major Foreign Investors

Reasons for Foreign Direct Investment

A Perspective on Foreign Direct Investors

Types of Ownership

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 10. Marketing Organization, Implementation, and Control

Organizational Structure

Organizational Designs

Implementation

Locus of Decision Making

Factors Affecting Structure and Decision Making

The Networked Global Organization

Promoting Global Internal Cooperation

The Role of Country Organizations

Control

Types of Controls

Exercising Control

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Working towards Better Vision

La Casa de Las Botas

Part 3. The Global Marketing Mix

Chapter 11. Product Management and Global Brands

Product Variables

Standardization versus Adaptation

Factors Affecting Adaptation

The Market Environment

Government Regulations

Nontariff Barriers

Customer Characteristics, Expectations, and Preferences

Economic Development

Competitive Offerings

Climate and Geography

Product Characteristics

Product Constituents and Content

Branding

Packaging

Appearance

Method of Operation or Usage

Quality

Service

Country-of-Origin Effects

Company Considerations

Global Product Development

The Product Development Process

The Location of R&D Activities

The Organization of Global Product Development

The Testing of New Product Concepts

The Global Product Launch

Managing the Brand Portfolio

Brand Strategy Decisions

Private Brand Policies

Product Counterfeiting

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 12. Global Marketing of Services

Differences between Services and Goods

Linkage between Services and Goods

Stand-Alone Services

The Role of Services in the U.S. Economy

The Role of Services in the World Economy

Global Transformations of Services

International Trade Problems in Services

Data Collection Problems

Regulations and Service Trade Negotiations

Corporate Involvement in International Services Marketing

Services and E-Commerce

Services and Academia

Typical International Services

Starting to Market Services Internationally

Strategic Implications of International Services Marketing

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 13. Advertising, Promotion, and Sales

The Marketing Communications Process

Planning Promotional Campaigns

The Target Audience

Campaign Objectives

The Budget

Media Strategy

The Promotional Message

The Campaign Approach

Measurement of Advertising Effectiveness

Other Promotional Elements

Personal Selling

Direct Marketing

Sales Promotion

Trade Shows and Missions

Public Relations

Internal Public Relations

Sponsorship Marketing

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 14. Pricing Strategies and Tactics

Price Dynamics

The Setting of Export Prices

Export Pricing Strategy

Export-Related Costs

Terms of Sale

Terms of Payment

Getting Paid for Exports

Managing Foreign Exchange Risk

Sources of Export Financing

Commercial Banks

Forfaiting and Factoring

Official Trade Finance

Leasing

Pricing within Individual Markets

Corporate Objectives

Costs

Demand and Market Factors

Market Structure and Competition

Environmental Constraints

Pricing Coordination

Transfer Pricing

Use of Transfer Prices to Achieve Corporate Objectives

Transfer Pricing Challenges

Countertrade

Why Countertrade?

Types of Countertrade

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 15. Global Distribution and Logistics

Channel Structure

Channel Design

Customers

Culture

Competition

Company Objectives

Character

Capital

Cost

Coverage

Control

Continuity

Communication

Channel Management

Selection of Intermediaries

The Distributor Agreement

Gray Markets

Termination of the Channel Relationship

E-Commerce

International Logistics

Supply Chain Management

The Impact of International Logistics

The New Dimensions of International Logistics

International Transportation Issues

Transportation Infrastructure

Availability of Modes

Choice of Transport Modes

The International Shipment

Documentation

Assistance with International Shipments

International Inventory Issues

Order Cycle Time

Customer Service Levels

Inventory as a Strategic Tool

International Storage Issues

Storage Facilities

Outsourcing

Foreign Trade Zones

International Packaging Issues

Management of International Logistics

Centralized Logistics Management

Decentralized Logistics Management

Contract Logistics

Logistics and Security

Recycling and Reverse Logistics

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommmended Readings

Appendix A. Elements of a Distributor Agreement

Toyota Incident

The Bell Boeing V-22

Part 4. Leadership in Global Marketing

Chapter 16. Social Networks and Communication

Social Networks: Key to Online Relationships

The Rise of Social Media

Forms of Social Media

Why Do Social Media Work?

Creating Content via Social Media

Marketing Dimensions of Social Media

Generate Exposure for the Firm and Its Products

Build Brand Equity

Drive Traffic to Corporate Websites

Link with Other Sites Across the Internet

Leverage Social Networks

Generate Buzz and Spread Specific Messages Virally

Generate Product Sales

Conduct Market Research

Develop Ideas for New Products and Marketing Approaches

Garner Publicity from News Media

Improve Search Engine Rankings

Achieve Cost Effectiveness

Challenges of Social Media

Send the Wrong Message

Resource Intensive

Results are Difficult to Measure

Lack of Access

Social Media and International Communications

Advertising

Sales

Public Relations

Promotional Activities

Integrating Social Media with Traditional Marketing Communications

Social Media Around the World

Social Media Success Strategies in International Marketing

Understand the Difference between Traditional Approaches and Social Media

Communicate Your Expertise

Customize the Message to the Audience

Target a Specific Market

Understand Your Markets

Monitor Your Firm’s Online Reputation

Manage Information about Your Company and Brands

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 17. Leadership, Corporate Social Responsibility, and Sustainability

Leadership

Recognizing Marketing Challenges and Dilemmas

The Increased Role of Government

Trust

The Leadership Challenge

Aligning Strategy, Products, and Societal Interests

Corporate Social Responsibility

What is the Responsibility of Business?

Defining Corporate Social Responsibility

Strategic Focus

CSR Reporting

Sustainability

A Sustainable Future?

Sustainable Practices

Sustainable Consumers

Greenwashing

Growing Importance to Marketing

Curative Marketing

Truthfulness

Simplicity

Expanded Participation

Personal Responsibility

Summary

Key Terms

Questions for Discussion

Internet Exercises

Recommended Readings

Chapter 18. New Directions and Challenges

International Drivers—a Marketer’s External Environment

Demographics

Technology

Culture

Economic Development

Natural Resources

Political and Legal

The Marketer of the Future—Strategic Efforts

The Balance between Global and Local

Innovation

Collaborative Partnerships

Connecting with the World’s Customers

Technology-Based Marketing Research

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Tags: Michael R Czinkota, Ilkka A Ronkainen, International Marketing