CourseSmart - 0077271858 - International Marketing, 14th Edition

International Marketing, 14th Edition

by Cateora, Philip; Graham, John

Publisher: McGraw-Hill Higher Education

Publishing Date: 2008/11/30

eText ISBN-10

0-07-727185-8

eText ISBN-13

978-0-07-727185-5

Print ISBN-10

0-07-338098-9

Print ISBN-13

978-0-07-338098-8

Saleable Print ISBN-10

0-07-338098-9

Saleable Print ISBN-13

978-0-07-338098-8

« Back to My CourseSmart

International Marketing, 14th Edition

by Cateora, Philip; Graham, John

eTextbook $95.00

(180 day subscription)

Compare Online & Downloadable

Part ONE. AN OVERVIEW, 1

Part TWO. THE CULTURAL EN...

Part THREE. ASSESSING GLO...

Part FOUR. DEVELOPING GLO...

Part FIVE. IMPLEMENTING G...

Part SIX. SUPPLEMENTARY M...

Glossary, 680

Name Index, 688

Subject Index, 695

Part ONE. AN OVERVIEW, 1

1. The Scope and Challenge of International Marketing, 2

Global Perspective: Global Commerce Causes Peace, 3

The Internationalization of U.S. Business, 6

International Marketing Defined, 9

The International Marketing Task, 10

Marketing Decision Factors, 10

Aspects of the Domestic Environment, 10

Aspects of the Foreign Environment, 12

Environmental Adaptation Needed, 14

The Self-Reference Criterion and Ethnocentrism: Major Obstacles, 15

Developing a Global Awareness, 17

Stages of International Marketing Involvement, 17

No Direct Foreign Marketing, 18

Infrequent Foreign Marketing, 18

Regular Foreign Marketing, 19

International Marketing, 19

Global Marketing, 20

Strategic Orientation, 22

Domestic Market Extension Orientation, 22

Multidomestic Market Orientation, 22

Global Market Orientation, 22

The Orientation of International Marketing, 23

2. The Dynamic Environment of International Trade, 26

Global Perspective: Trade Barriers—An International Marketer's Minefield, 27

The Twentieth to the Twenty-First Century, 28

World Trade and U.S. Multinationals, 30

Beyond the First Decade of the Twenty-First Century, 32

Balance of Payments, 33

Protectionism, 35

Protection Logic and Illogic, 35

Trade Barriers, 37

Easing Trade Restrictions, 41

The Omnibus Trade and Competitiveness Act, 41

General Agreement on Tariffs and Trade, 42

World Trade Organization, 44

Skirting the Spirit of GATT and WTO, 45

The International Monetary Fund and World Bank Group, 45

Protests against Global Institutions, 47

Part TWO. THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS, 50

3. History and Geography: The Foundations of Culture, 50

Global Perspective: Birth of a Nation—Panama in 67 Hours, 51

Historical Perspective in Global Business, 52

History and Contemporary Behavior, 53

History Is Subjective, 55

Manifest Destiny and the Monroe Doctrine, 57

Geography and Global Markets, 61

Climate and Topography, 62

Geography Nature, and Economic Growth, 65

Social Responsibility and Environmental Management, 67

Resources, 69

Dynamics of Global Population Trends, 72

Controlling Population Growth, 72

Rural/Urban Migration, 73

Population Decline and Aging, 74

Worker Shortage and Immigration, 76

World Trade Routes, 78

Communication Links, 79

World Maps, 81

4. Cultural Dynamics in Assessing Global Markets, 92

Global Perspective: Equities and eBay—Culture Gets in the Way, 93

Culture's Pervasive Impact, 94

Definitions and Origins of Culture, 100

Geography, 102

History, 102

The Political Economy, 103

Technology, 103

Social Institutions, 103

Elements of Culture, 106

Thought Processes, 114

Cultural Knowledge, 115

Factual versus Interpretive Knowledge, 115

Cultural Sensitivity and Tolerance, 116

Cultural Change, 117

Cultural Borrowing, 117

Similarities: An Illusion, 118

Resistance to Change, 118

Planned and Unplanned Cultural Change, 119

Consequences of Innovation, 121

5. Culture, Management Style, and Business Systems, 124

Global Perspective: Do Blondes Have More Fun in Japan?, 125

Required Adaptation, 126

Degree of Adaptation, 127

Imperatives, Electives, and Exclusives, 127

The Impact of American Culture on Management Style, 129

Management Styles around the World, 132

Authority and Decision Making, 132

Management Objectives and Aspirations, 134

Communication Styles, 136

Formality and Tempo, 139

P-Time versus M-Time, 140

Negotiations Emphasis, 141

Marketing Orientation, 141

Gender Bias in International Business, 142

Business Ethics, 145

Corruption Defined, 145

The Western Focus on Bribery, 147

Bribery: Variations on a Theme, 150

Ethical and Socially Responsible Decisions, 152

Culture's Influence on Strategic Thinking, 154

Synthesis: Relationship-Oriented versus Information-Oriented Cultures, 155

6. The Political Environment: A Critical Concern, 160

Global Perspective: World Trade Goes Bananas, 161

The Sovereignty of Nations, 162

Stability of Government Policies, 163

Forms of Government, 165

Political Parties, 166

Nationalism, 167

Targeted Fear and/or Animosity, 168

Trade Disputes, 169

Political Risks of Global Business, 169

Confiscation, Expropriation, and Domestication, 169

Economic Risks, 170

Political Sanctions, 172

Political and Social Activists and Nongovernmental Organizations, 172

Violence, Terrorism, and War, 174

Cyberterrorismand Cybercrime, 175

Assessing Political Vulnerability, 176

Politically Sensitive Products and Issues, 176

Forecasting Political Risk, 177

Lessening Political Vulnerability, 179

Joint Ventures, 179

Expanding the Investment Base, 180

Licensing, 180

Planned Domestication, 180

Political Bargaining, 180

Political Payoffs, 181

Government Encouragement, 181

7. The International Legal Environment: Playing by the Rules, 184

Global Perspective: The Pajama Caper, 185

Bases for Legal Systems, 186

Common vs. Code Law, 187

Islamic Law, 188

Marxist–Socialist Tenets, 189

Jurisdiction in International Legal Disputes, 190

International Dispute Resolution, 191

Conciliation, 191

Arbitration, 191

Litigation, 194

Protection of Intellectual Property Rights: A Special Problem, 194

Counterfeiting and Piracy, 194

Inadequate Protection, 196

Prior Use versus Registration, 197

International Conventions, 197

Other Managerial Approaches to Protecting Intellectual Property, 200

Commercial Law within Countries, 201

Marketing Laws, 201

Green Marketing Legislation, 204

Foreign Countries' Antitrust Laws, 205

U.S. Laws Apply in Host Countries, 205

Foreign Corrupt Practices Act, 206

National Security Laws, 207

U.S. Antitrust Laws that Apply in Foreign Markets, 209

Antiboycott Law, 209

Extraterritoriality of U.S. Laws, 210

Cyberlaw: Unresolved Issues, 210

Domain Names and Cybersquatters, 211

Taxes, 212

Jurisdiction of Disputes and Validity of Contracts, 212

Part THREE. ASSESSING GLOBAL MARKET OPPORTUNITIES, 214

8. Developing a Global Vision through Marketing Research, 214

Global Perspective: Japan—Test Market for the World, 215

Breadth and Scope of International Marketing Research, 217

The Research Process, 218

Defining the Problem and Establishing Research Objectives, 219

Problems of Availability and Use of Secondary Data, 220

Availability of Data, 221

Reliability of Data, 222

Comparability of Data, 222

Validating Secondary Data, 223

Gathering Primary Data: Quantitative and Qualitative Research, 223

Problems of Gathering Primary Data, 225

Ability to Communicate Opinions, 225

Willingness to Respond, 226

Sampling in Field Surveys, 227

Language and Comprehension, 228

Multicultural Research: A Special Problem, 230

Research on the Internet: A Growing Opportunity, 231

Estimating Market Demand, 233

Expert Opinion, 234

Analogy, 234

Problems in Analyzing and Interpreting Research Information, 236

Responsibility for Conducting Marketing Research, 237

Communicating with Decision Makers, 238

Appendix: Sources of Secondary Data, 240

9. Emerging Markets, 244

Global Perspective: Wal-Mart, Tide, and Three-Snake Wine, 245

Marketing and Economic Development, 246

Stages of Economic Development, 247

NIC Growth Factors, 249

Information Technology, the Internet, and Economic Development, 251

Objectives of Developing Countries, 252

Infrastructure and Development, 253

Marketing's Contributions, 254

Marketing in a Developing Country, 256

Level of Market Development, 256

Demand in Developing Countries, 258

Bottom-of-the-Pyramid Markets (BOPMs), 260

Developing Countries and Emerging Markets, 262

Latin America, 263

Eastern Europe and the Baltic States, 264

Asia, 265

Newest Emerging Markets, 270

Strategic Implications for Marketing, 271

Emerging Competition, 272

10. Multinational Market Regions and Market Groups, 274

Global Perspective: Might Free Trade Bring Peace to the Middle East?, 275

La Raison d'Etre, 277

Economic Factors, 277

Political Factors, 278

Geographic and Temporal Proximity, 278

Cultural Factors, 278

Patterns of Multinational Cooperation, 279

Global Markets and Multinational Market Groups, 280

Europe, 280

European Integration, 282

European Union, 284

The Commonwealth of Independent States, 287

The Americas, 289

North American Free Trade Agreement (NAFTA), 289

United States–Central American Free Trade Agreement–Dominican Republic Free Trade Agreement (DR-CAFTA), 292

Southern Cone Free Trade Area (Mercosur), 292

Latin American Economic Cooperation, 294

NAFTA to FTAA or SAFTA?, 295

Asian-Pacific Rim, 295

Association of Southeast Asian Nations, 296

Asia-Pacific Economic Cooperation, 297

Africa, 297

Middle East, 298

Implications of Market Integration, 299

Strategic Implications, 300

Marketing Mix Implications, 301

Part FOUR. DEVELOPING GLOBAL MARKETING STRATEGIES, 304

11. Global Marketing Management: Planning and Organization, 304

Global Perspective: Global Gateways, 305

Global Marketing Management, 306

The Nestlé Way: Evolution Not Revolution, 309

Benefits of Global Marketing, 310

Planning for Global Markets, 311

Company Objectives and Resources, 313

International Commitment, 313

The Planning Process, 314

Alternative Market-Entry Strategies, 318

Exporting, 320

Contractual Agreements, 321

Strategic International Alliances, 323

Direct Foreign Investment, 328

Organizing for Global Competition, 330

Locus of Decision, 331

Centralized versus Decentralized Organizations, 332

12. Products and Services for Consumers, 334

Global Perspective: Hong Kong—Disney Rolls the Dice Again, 335

Quality, 336

Quality Defined, 337

Maintaining Quality, 338

Physical or Mandatory Requirements and Adaptation, 339

Green Marketing and Product Development, 339

Products and Culture, 341

Innovative Products and Adaptation, 343

Diffusion of Innovations, 344

Production of Innovations, 347

Analyzing Product Components for Adaptation, 348

Core Component, 349

Packaging Component, 349

Support Services Component, 351

Marketing Consumer Services Globally, 353

Services Opportunities in Global Markets, 353

Barriers to Entering Global Markets for Consumer Services, 356

Brands in International Markets, 358

Global Brands, 360

National Brands, 362

Country-of-Origin Effect and Global Brands, 363

Private Brands, 365

13. Products and Services for Businesses, 368

Global Perspective: Intel, the Boom and the Inescapable Bust, 369

Demand in Global Business-to-Business Markets, 371

The Volatility of Industrial Demand, 372

Stages of Economic Development, 375

Technology and Market Demand, 375

Quality and Global Standards, 376

Quality Is Defined by the Buyer, 377

ISO 9000 Certification: An International Standard of Quality, 380

Business Services, 381

After-Sale Services, 382

Other Business Services, 383

Trade Shows: A Crucial Part of Business-to-Business Marketing, 385

Relationship Marketing in Business-to-Business Contexts, 388

14. International Marketing Channels, 394

Global Perspective: A Single Stick of Doublemint Today—18 Billion Tomorrow, 395

Channel-of-Distribution Structures, 396

Import-Oriented Distribution Structure, 396

Japanese Distribution Structure, 397

Trends: From Traditional to Modern Channel Structures, 401

Distribution Patterns, 404

Retail Patterns, 405

Alternative Middleman Choices, 407

Home-Country Middlemen, 408

Foreign-Country Middlemen, 412

Government-Affiliated Middlemen, 412

Factors Affecting Choice of Channels, 412

Cost, 413

Capital Requirements, 413

Locating, Selecting, and Motivating Channel Members, 415

Locating Middlemen, 416

Selecting Middlemen, 416

Motivating Middlemen, 417

Terminating Middlemen, 417

Controlling Middlemen, 418

The Internet, 419

15. Exporting and Logistics: Special Issues for Business, 428

Global Perspective: An Export Sale: From Trade Show to Installation, 429

Export Restrictions, 432

Determining Export Requirements, 432

ELAIN, STELA, ERIC, and SNAP, 436

Import Restrictions, 437

Tariffs, 438

Exchange Permits, 438

Voluntary Agreements, 441

Other Restrictions, 441

Terms of Sale, 441

Getting Paid: Foreign Commercial Payments, 443

Letters of Credit, 443

Bills of Exchange, 444

Cash in Advance, 445

Open Accounts, 445

Forfaiting, 445

Export Documents, 445

Packing and Marking, 447

Customs-Privileged Facilities, 447

Foreign Trade Zones, 447

Offshore Assembly (Maquiladoras), 449

Logistics, 449

Interdependence of Physical Distribution Activities, 450

Benefits of a Physical Distribution System, 452

Export Shipping and Warehousing, 452

Foreign Freight Forwarder, 455

International Logistics and Supply Chain Management, 455

Terrorism and Logistics, 456

Cargo and Container Security Initiative, 456

Customs–Trade Partnership against Terrorism, 457

Electronic Tracking, 458

16. Integrated Marketing Communications and International Advertising, 462

Global Perspective: Barbie versus Mulan, 463

Sales Promotions in International Markets, 464

International Public Relations, 465

International Advertising, 469

Advertising Strategy and Goals, 471

Product Attribute and Benefit Segmentation, 472

Regional Segmentation, 473

The Message: Creative Challenges, 476

Global Advertising and the Communications Process, 476

Legal Constraints, 480

Linguistic Limitations, 482

Cultural Diversity, 484

Media Limitations, 484

Production and Cost Limitations, 484

Media Planning and Analysis, 485

Tactical Considerations, 485

Campaign Executionand Advertising Agencies, 496

International Control of Advertising: Broader Issues, 497

17. Personal Selling and Sales Management, 500

Global Perspective: International Assignments Are Glamorous, Right?, 501

Designing the Sales Force, 502

Recruiting Marketing and Sales Personnel, 504

Expatriates, 504

Virtual Expatriates, 505

Local Nationals, 505

Third-Country Nationals, 507

Host-Country Restrictions, 508

Selecting Sales and Marketing Personnel, 508

Training for International Marketing, 511

Motivating Sales Personnel, 512

Designing Compensation Systems, 514

For Expatriates, 514

For a Global Sales Force, 515

Evaluating and Controlling Sales Representatives, 517

Preparing U.S. Personnel for Foreign Assignments, 517

Overcoming Reluctance to Accept a Foreign Assignment, 518

Reducing the Rate of Early Returns, 518

Successful Expatriate Repatriation, 519

Developing Cultural Awareness, 521

The Changing Profile of the Global Manager, 521

Foreign-Language Skills, 523

18. Pricing for International Markets, 526

Global Perspective: The Price War, 527

Pricing Policy, 528

Pricing Objectives, 528

Parallel Imports, 529

Approaches to International Pricing, 532

Full-Cost versus Variable-Cost Pricing, 532

Skimming versus Penetration Pricing, 533

Price Escalation, 535

Costs of Exporting, 535

Taxes, Tariffs, and Administrative Costs, 535

Inflation, 535

Deflation, 536

Exchange Rate Fluctuations, 536

Varying Currency Values, 537

Middleman and Transportation Costs, 538

Sample Effects of Price Escalation, 539

Approaches to Reducing Price Escalation, 540

Lowering Cost of Goods, 540

Lowering Tariffs, 540

Lowering Distribution Costs, 542

Using Foreign Trade Zones to Lessen Price Escalation, 542

Dumping, 543

Leasing in International Markets, 545

Countertrade as a Pricing Tool, 545

Types of Countertrade, 546

Problems of Countertrading, 548

The Internet and Countertrading, 548

Proactive Countertrade Strategy, 549

Transfer Pricing Strategy, 549

Price Quotations, 551

Administered Pricing, 551

Cartels, 551

Government-Influenced Pricing, 553

Part FIVE. IMPLEMENTING GLOBAL MARKETING STRATEGIES, 556

19. Negotiating with International Customers, Partners, and Regulators, 556

Global Perspective: A Japanese Aisatsu, 557

The Dangers of Stereotypes, 559

The Pervasive Impact of Culture on Negotiation Behavior, 560

Differences in Language and Nonverbal Behaviors, 561

Differences in Values, 567

Differences in Thinking and Decision-Making Processes, 569

Implications for Managers and Negotiators, 570

Negotiation Teams, 570

Negotiation Preliminaries, 571

At the Negotiation Table, 574

After Negotiations, 580

Conclusions, 580

Part SIX. SUPPLEMENTARY MATERIAL, 583

THE COUNTRY NOTEBOOK—A Guide for Developing a Marketing Plan, 583

Cases 1. An Overview, 593

1-1. Starbucks—Going Global Fast, 594

1-2. Nestlé: The Infant Formula Controversy, 598

1-3. Coke and Pepsi Learn to Compete in India, 602

1-4. Marketing Microwave Ovens to a New Market Segment, 607

Cases 2. The Cultural Environment of Global Marketing, 611

2-1. The Not-So-Wonderful World of EuroDisney—Things Are Better Nowat Paris Disneyland, 612

2-2. Cultural Norms, Fair & Lovely, and Advertising, 617

2-3. Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?, 620

2-4. Ethics and Airbus, 623

2-5. Coping with Corruption in Trading with China, 628

2-6. When International Buyers and Sellers Disagree, 631

2-7. McDonald's and Obesity, 632

2-8. Ultrasound Machines, India, China, and a Skewed Sex Ratio, 636

Cases 3. Assessing Global Market Opportunities, 639

3-1. International Marketing Research at the Mayo Clinic, 640

3-2. Swifter, Higher, Stronger, Dearer, 644

3-3. easyCar. com, 648

3-4. Marketing to the Bottom of the Pyramid, 654

Cases 4. Developing Global Marketing Strategies, 657

4-1. McDonald's Great Britain—The Turnaround, 658

4-2. Tambrands: Overcoming Cultural Resistance, 661

4-3. Iberia Airlines Buildsa BATNA, 664

4-4. Sales Negotiations Abroad for MRI Systems, 667

4-5. National Office Machines—Motivating Japanese Salespeople: Straight Salary or Commission?, 668

4-6. AIDS, Condoms, and Carnival, 671

4-7. Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries, 675

Glossary, 680

Name Index, 688

Subject Index, 695

Please use the Print button in the CourseSmart Reader header.

Table of Contents