Part 1: Introduction to International Marketing

CH 01: Scope, Concepts, and Drivers of International Marketing

Chapter Objectives

1-1 The Importance of International Marketing

1-2 Levels of International Marketing Involvement

1-3 The Ethnocentric, Polycentric, Regiocentric, and Geocentric Framework and International Marketin

1-3a Ethnocentric Orientation

1-3b Polycentric Orientation

1-3c Regiocentric Orientation

1-3d Geocentric Orientation

1-4 Drivers of International Expansion

1-4a Drivers in the Business Environment

1-4b Firm-Specific Drivers

1-5 Obstacles to Internationalization

1-5a Self-Reference Criterion

1-5b Ethnocentrism

1-5c Government Barriers

1-5d International Competition

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 1-1 Alpaca Luxe: Marketing Opportunities in the Emerging Market of Mongolia

Case 1-2 Zhang National Steel Company

Part 2: The International Marketing Environment

CH 02: An Overview of the International Marketing Environment

Chapter Objectives

2-1 The Economic Environment of International Marketing

2-1a The World Economy

2-1b The Economic Development Disparity

2-2 Perspectives on Economic Development

2-2a The Rostow Modernization Model

2-2b Alternative Models of Economic Development: The Marxist-Leninist/Maoist Model

2-3 Levels of Economic Development

2-3a The Importance of Emerging Markets

2-4 The Political Environment of International Marketing

2-4a Political Risk: An Overview

2-4b Nationalism

2-4c Political Risks and Risk Management in International Marketing

2-5 The International Legal Environment

2-5a Legal Systems

2-5b Jurisdiction

2-5c Intellectual Property Rights Protection

2-5d Home-Country Legislation Affecting Multinational Firms Operating Overseas

2-6 The Natural Environment of International Marketing

2-6a Geology and the Shortage of Natural Resources

2-6b Topography and Access to Markets

2-6c Hydrology and Economic Development

2-6d Climate

2-6e Population and Human Capital

2-6f Environmental Quality

2-7 The Technological Environment

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 2-1 Munich Re—Terrorism-Related Risk Management and Ecological Issues

Case 2-2 Doing Business in Cuba… One Day Soon

CH 03: International Trade: Institutional Barriers and Facilitators

Chapter Objectives

3-1 Arguments for Protectionism

3-1a Protection of Markets with Excess Productive Capacity

3-1b Employment Protection and Protection of Markets with Excess Labor

3-1c Infant Industry Arguments and Arguments Related to the Industrialization of Developing Countrie

3-1d Natural Resources Conservation and Protection of the Environment

3-1e Protection of Consumers

3-1f National Defense Interests

3-2 Tools of Government Protectionism: Tariff and Nontariff Barriers

3-2a Tariffs

3-2b Nontariff Barriers

3-3 International Trade and Trade Facilitators

3-3a The International Trade Imperative

3-3b International Trade and Economic Development Organizations

3-3c Government Organizations

3-3d Other Institutions and Procedures Facilitating International Trade

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 3-1 Transshipments: An International Trade Challenge

Case 3-2 The Damocles’ Sword of Trade Wars

CH 04: Regional Economic and Political Integration

Chapter Objectives

4-1 Determinants of Economic and Political Integration

4-1a A Common Culture

4-1b A History of Common Economic and Political Dominance

4-1c Regional Proximity

4-1d Economic Considerations

4-1e Political Considerations

4-2 Levels of Regional Economic and Political Integration and Examples of Integration Successes

4-2a Bilateral Agreements and Multilateral Forums and Agreements

4-2b Free Trade Agreements

4-2c Customs Unions

4-2d Common Markets

4-2e Monetary Unions

4-2f Political Unions

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 4-1 Damianov Press

Case 4-2 Navigating Brexit at Majestic Interior Design Company

CH 05: Cultural Influences on International Marketing

Chapter Objectives

5-1 Culture Defined

5-2 Elements of Culture

5-2a Language

5-2b Religion

5-2c Cultural Values

5-2d Cultural Norms: Imperatives, Exclusives, and Adiaphoras

5-2e National/Regional Character

5-3 Cultural Variability

5-3a The Hofstede Dimensions

5-4 Cultural Change and Marketing

5-5 The Self-Reference Criterion and Ethnocentrism

5-6 The Global Consumer Culture

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 5-1 When Companies Fail to Understand the Local Market: Walmart in Germany

Case 5-2 Disneyland Post Paris, Taking on China: Reflections on the Past, Plans for the Future

Case 5-3 Target’s Departure from Canadian Market

Part 3: International Marketing Strategy Decisions

CH 06: International Marketing Research: Practices and Challenges

Chapter Objectives

6-1 The Need for International Marketing Research

6-2 Defining International Marketing Research

6-3 The Scope of International Marketing Research

6-3a Research of Industry, Market Characteristics, and Market Trends

6-3b Buyer Behavior Research

6-3c Product Research

6-3d Distribution Research

6-3e Promotion Research

6-3f Pricing Research

6-4 The International Marketing Research Process

6-4a Defining the Research Problem and Research Objectives

6-4b Developing the Research Plan

6-4c Deciding on Information Sources

6-4d Determining Research Approaches

6-4e Designing the Data Collection Instrument

6-4f Deciding on the Sampling Plan

6-4g Collecting, Analyzing, and Interpreting the Information

6-5 Global Marketing Decision Support Systems (MDSS)

6-5a Sales Forecasting

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 6-1 Hilton Sorrento Palace

Case 6-2 Tom Ford: Euro-Luxury with an American Attitude

CH 07: International Strategic Planning

Chapter Objectives

7-1 Developing an International Marketing Strategy

7-1a Developing an International Marketing Plan

7-2 The Rationale for Target Marketing

7-3 International Market Segmentation

7-3a Requirements for International Segmentation

7-3b Macrosegmentation: Country Attractiveness Analysis

7-3c Microsegmentation: Focusing on the Target Consumer

7-4 Targeting International Consumers

7-4a Target Market Decisions: Country Screening and Selection

7-4b Target Market Decisions: The Target Market Strategy

7-5 Positioning the Brand

7-5a Attribute/Benefit Positioning

7-5b Price/Quality Positioning

7-5c Use or Applications Positioning

7-5d Product User Positioning

7-5e Product Class Positioning

7-5f Competitor Positioning

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 7-1 Prosperity Painting Equipment

Case 7-2 Volkswagen Phideon in China

CH 08: Expansion Strategies and Entry Mode Selection

Chapter Objectives

8-1 Going International: Evaluating Opportunities

8-2 Control versus Risk in International Expansion

8-3 Deciding on the International Entry Mode

8-3a Indirect Exporting

8-3b Direct Exporting

8-3c Licensing

8-3d Franchising

8-3e Joint Ventures

8-3f Consortia

8-3g Wholly Owned Subsidiaries

8-3h Branch Offices

8-3i Strategic Alliances

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 8-1: Danone in a Bind

Case 8-2 sweetFrog’s Expansion to Egypt and the Dominican Republic

Part 4: Managing and Implementing the International Marketing Mix

CH 09: Products and Services: Branding Decisions in International Markets

Chapter Objectives

9-1 Standardization versus Adaptation

9-1a Global Standardization

9-1b Regional Standardization

9-1c Global Localization

9-1d Mandatory Adaptation

9-1e Local, Nonmandatory Adaptation

9-2 Private-Label (Retailer) Brands

9-3 Global Branding and Country-of-Origin Information

9-3a Product-Country and Service-Country Stereotypes

9-3b Country Branding

9-3c Country of Origin and Ethnocentrism

9-3d The Brand Name

9-4 The Service Side: Tariff and Nontariff Barriers to Entry

9-5 Products, Services, and Culture

9-6 Protecting Brand Names

9-6a Identifying Types of Counterfeiting

9-6b Combating Counterfeiting

9-7 International Perspectives of Industrial Products and Services

9-7a Product Standards

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 9-1 Can the smart Make a Comeback in the U.S.?

Case 9-2 The Landwind X7: Counterfeiting Design for the Home Market

CH 10: International Product and Service Strategies

Chapter Objectives

10-1 The International Product Life Cycle (IPLC)

10-1a The Product Introduction Stage

10-1b The Growth Stage

10-1c The Maturity Stage

10-1d The Decline Stage

10-2 Managing the International Product and Service Mix

10-2a Length

10-2b Width

10-2c Depth

10-3 New Product Development

10-3a Generating New Product Ideas

10-3b Screening New Product Ideas

10-3c Developing and Evaluating Concepts

10-3d Performing a Product Business Analysis

10-3e Designing and Developing the Product

10-3f Test Marketing

10-3g Launching the Product Internationally

10-4 Degree of Product/Service Newness

10-5 Product Diffusion

10-5a Product Factors

10-5b Country (Market) Factors

10-5c Consumer Adopters

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 10-1 FrieslandCampina

Case 10-2 The Gigafactory: A Partnership between Tesla and Panasonic

CH 11: Managing International Distribution Operations and Logistics

Chapter Objectives

11-1 Issues Related to International Distribution

11-1a Using Established Channels

11-1b Building Own Channels

11-2 Intermediaries Involved in International Distribution

11-2a Home-Country Intermediaries

11-2b Foreign-Country Intermediaries

11-2c Alternative International Distribution Structures

11-3 International Logistics

11-3a International Transportation

11-3b Logistics Facilitators

11-3c Warehousing and Inventory Control

11-4 Challenges to International Distribution and Logistics

11-4a Challenges to Distribution in Developing Countries

11-4b Parallel Imports

11-5 International Retailing

11-6 Retail Formats: Variations in Different Markets

11-6a General Merchandise Retailing

11-6b Food Retailers

11-6c Nonstore Retailing

11-7 Issues and Trends in International Retailing

11-7a Variation in Retail Practices: A Consumer Perspective

11-7b Variation in Retail Practice: Salespeople and Management

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 11-1 Mondelēz China’s Distribution Challenges

Case 11-2 Shipping Doo Kingue

Case 11-3 Stefanel Canada

CH 12: International Promotional Mix: Advertising, Publicity, Public Relations, and Sales Promotion

Chapter Objectives

12-1 The International Promotional Mix

12-2 The International Communication Process

12-3 Advertising

12-3a The Media Infrastructure

12-3b The Advertising Infrastructure

12-3c The Advertising Strategy

12-4 Publicity and Public Relations

12-4a Publicity

12-4b Public Relations

12-5 Consumer Sales Promotion

12-5a Adaptation of Sales Promotion

12-5b The Online Venue for Sales Promotion

12-5c Legal and Ethical Issues in Consumer Sales Promotion

12-6 International Trade Promotion (Trade Shows and Exhibitions)

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 12-1 Selling the Donnelly Brand in Romania

Case 12-2 Promoting Coke in South Africa

CH 13: International Personal Selling and Personnel Management

Chapter Objectives

13-1 International Presence and Personnel Issues

13-1a Expatriates

13-1b Host-Country Nationals (Locals)

13-1c Another Alternative: Long-Distance International Selling

13-2 Managing International Employees

13-2a Managing Relationships

13-2b Understanding the International Buyer-Seller Relationship

13-2c Understanding Cultural Values and the Relationship between Buyer and Seller

13-3 Successfully Managing Expatriates

13-3a Recruiting Expatriates

13-3b Attenuating Culture Shock

13-3c Training for International Assignments

13-3d Motivating Expatriates

13-3e Obstacles to the International Sales Mission

13-3f Repatriation Issues

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 13-1 Manufacturing in China: Information Technology Challenges

Case 13-2 The Expatriate Spouse: Managing Change

CH 14: International Pricing Strategy

Chapter Objectives

14-1 Pricing Decisions and Procedures

14-1a Production Facilities

14-1b Ability to Keep Track of Costs

14-2 Environment-Related Challenges and Pricing Decisions

14-2a The Competitive Environment

14-2b The Political and Legal Environment

14-2c The Economic and Financial Environment

14-3 International Pricing Decisions

14-3a Price Setting

14-3b Aggressive Export Pricing

14-3c Penetration Pricing and Skimming Strategies

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 14-1 Travel Turkey: Pricing Decisions in a Changing Environment

Part 5: International Marketing Strategy: Implementation

CH 15: Organizing and Controlling International Marketing Operations and Perspectives for the Future

Chapter Objectives

15-1 Organizing for International Marketing Operation

15-1a Factors in the Firm’s Environment

15-1b Factors within the Firm

15-2 Examining International Organizational Designs

15-2a The International Division Structure

15-2b The Worldwide Regional Division Structure

15-2c The Product Division Structure

15-2d The Matrix Structure

15-2e The Holacracy Structure

15-3 Controlling International Marketing Operations

15-3a Formal Controls

15-3b Informal Controls

15-4 International Marketing: Some Future Perspectives

Summary

Key Terms

Discussion Questions

Chapter Quiz

Notes

Case 15-1 Qantas’ New Organizational Design

Case 15-2 iPhone: A Gem – But Not without Controversy

Appendices

Appendix A: The International Marketing Plan

Appendix B: Glossary of Key Terms

Appendix C: Index

Company and Brand Index

Subject Index