Contents
Prefaceix
Listof abbreviationsxii
Publisher'sacknowledgementsxv
1Internationalmarketing and exporting1
1.1Introduction1
1.2The nature of international marketing4
1.3Export marketing planning and strategy17
1.4The internet, the world wide web, and e-business23
1.5The impact of technology26
1.6Entrepreneurial approaches to international marketing28
1.7Overview of the book31
2Bases ofinternational marketing36
2.1Introduction36
2.2Potential benefits from export marketing36
2.3International trade theories39
2.4Export behavior theories and motives46
2.5The development of export in the firm: internationalization stages54
2.6Exporting and the network model58
2.7Ethical/moral issues61
3Theinternational environment84
3.1Introduction84
3.2Economic forces85
3.3Socio-cultural environment92
3.4Political/legal environment105
3.5Economic integration123
3.6Competition128
3.7Social responsibility and the business environment131
4Export market selection: definition andstrategies154
4.1 Introduction154
4.2 Market definition and segmentation156
4.3 Market expansion/selection process, procedure, andstrategy165
4.4 Foreign market portfolios: technique and analysis184
5Information for international market(ing) decisions203
5.1 Introduction203
5.2 Sources of information206
5.3 Assessing market potential212
5.4 Export marketing research217
5.5 Using the internet and e-mail for data collection229
6Market entry strategies242
6.1 Introduction242
6.2 Entry as a channel decision242
6.3 Entry as a strategy246
6.4 Factors influencing choice of entry mode252
6.5 Managing the channel260
6.6 Selecting the entry mode261
6.7 Using free areas262
6.8 Summary262
7Export entry modes275
7.1 Introduction275
7.2 Indirect export275
7.3 Direct export292
7.4 The internet and e-commerce306
7.5 Gray market exporting311
7.6 Summary314
studies316
8Nonexport entry modes325
8.1 Introduction325
8.2 Alternative modes of entry326
8.3 Manufacturing facilities330
8.4 Assembly operations340
8.5 Strategic alliances342
8.6 Choosing among alternatives357
9Product decisions386
9.1 Introduction386
9.2 Product policy386
9.3 Product planning and development388
9.4 Product mix decisions403
9.5 Standardization vs. adaptation413
9.6 Packaging420
9.7 Branding issues421
10Pricing decisions438
10.1 Introduction438
10.2 Determinants of an export price439
10.3 Fundamental export pricing strategy449
10.4 Relation of export to domestic price policies453
10.5 Currency issues459
10.6 The price quotation460
10.7 Transfer pricing466
11Financing and methods of payment479
11.1 Introduction479
11.2 Export financing methods/terms of payment479
11.3 Payment/financing procedures485
11.4 Export credit insurance500
11.5 Countertrade501
12Promotion and marketing communication511
12.1 Introduction511
12.2 Export marketing promotion and communicationdecisions513
12.3 Alternative techniques of promotion522
12.4 Promotional programs and strategy542
12.5 Standardization or adaptation?546
12.6 Advertising transference554
12.7 Management issues555
13The export order and physical distribution571
13.1 Introduction571
13.2 Handling the export order574
13.3 Physical distribution577
13.4 Structure of international physical distribution584
13.5 A concluding comment609
14Organization of international marketing activities617
14.1 Introduction617
14.2 Main considerations of being organized internationally617
14.3 Organizational structures623