International Marketing
International Marketing
Pervez Ghauri Philip Cateora
IK-A3-engb 3/2013 (1016)
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First Published in Great Britain in 2009.
? Pervez Ghauri and Philip Cateora 2009
The rights of Pervez Ghauri and Philip Cateora to be identified as Authors of this Work has been asserted in accordance with the Copyright, Designs and Patents Act 1988.
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Contents
Preface
Structure of the Course
Acknowledgments
PART 1
AN OVERVIEW
Module 1
The Scope and Challenge of International Marketing
1.1 Introduction 1.2 The Internationalisation of Business 1.3 International Marketing Defined 1.4 The International Marketing Task 1.5 Environmental Adjustment Needed 1.6 Self-reference Criterion: An Obstacle 1.7 Becoming International 1.8 International Marketing Orientations 1.9 Globalisation of Markets 1.10 Developing a Global Awareness 1.11 Orientation of International Marketing Learning Summary Review Questions
Module 2
The Dynamics of International Business
2.1 Introduction 2.2 The Twentieth Century 2.3 Balance of Payments 2.4 Protectionism 2.5 Easing Trade Restrictions Learning Summary Review Questions
Part One Case
xiii xiv
xvii
1/1
1/1 1/3 1/8 1/8 1/14 1/15 1/18 1/20 1/24 1/27 1/29 1/30 1/30
2/1
2/1 2/2 2/11 2/12 2/20 2/26 2/27
C1/1
International Marketing Edinburgh Business School
v
Contents
PART 2 Module 3
Module 4
Module 5
Module 6
vi
THE IMPACT OF CULTURE ON INTERNATIONAL MARKETING Geography and History: The Foundations of Cultural Understanding 3/1
3.1 Introduction
3/1
3.2 Geography and International Markets
3/2
3.3 Geography, Nature and International Trade
3/4
3.4 World Trade Routes
3/17
3.5 Historical Perspective in International Trade
3/18
Learning Summary
3/19
Review Questions
3/20
Cultural Dynamics in International Marketing
4/1
4.1 Introduction
4/1
4.2 Cultural Knowledge
4/8
4.3 Culture and Its Elements
4/11
4.4 Cultural Change
4/20
4.5 Planned Cultural Change
4/23
4.6 Consequences of an Innovation
4/24
Learning Summary
4/26
Review Questions
4/26
Business Customs and Practices in International Marketing
5/1
5.1 Introduction
5/1
5.2 Required Adaptation
5/2
5.3 Different Business Practices
5/8
5.4 Business Ethics
5/21
Learning Summary
5/23
Review Questions
5/23
The International Political and Legal Environment
6/1
6.1 Introduction
6/1
6.2 Stability of Government Policies
6/2
6.3 Political Risks
6/4
6.4 Encouraging Foreign Investment
6/10
6.5 Assessing Political Vulnerability
6/10
6.6 Reducing Political Vulnerability
6/13
6.7 Legal Environments
6/18
Edinburgh Business School International Marketing
PART 3 Module 7
Contents
6.8 Legal Recourse in Resolving International Disputes 6.9 Protection of Intellectual Property Rights ? a Special Problem 6.10 Commercial Law within Countries 6.11 Legal Environment of the European Union Learning Summary Review Questions
Part Two Case
ASSESSING INTERNATIONAL MARKET OPPORTUNITIES
Researching International Markets
6/22 6/25 6/27 6/30 6/32 6/33
C2/1
7/1
7.1 Introduction
7/1
7.2 Breadth and Scope of International Marketing Research
7/3
7.3 The Research Process
7/5
7.4 Responsibility for Conducting Marketing Research
7/21
7.5 Estimating Market Demand
7/23
7.6 Multinational Marketing Information Systems
7/25
Learning Summary
7/26
7.7 Appendix: Sources of Secondary Data
7/27
Review Questions
7/32
Module 8
Emerging Markets and Market Behaviour
8/1
8.1 Introduction
8/1
8.2 Marketing and Economic Development
8/3
8.3 Marketing in a Developing Country
8/17
8.4 Emerging Markets
8/19
8.5 Changing Market Behaviour and Market Segmentation
8/35
Learning Summary
8/38
Review Questions
8/38
Module 9
Multinational Market Regions and Market Groups
9/1
9.1 Introduction
9/2
9.2 La Raison D'?tre
9/3
9.3 Patterns of Multinational Cooperation
9/5
9.4 Global Markets and Multinational Market Groups
9/8
9.5 Europe
9/8
9.6 The Americas
9/22
9.7 Latin-American Economic Cooperation
9/25
9.8 Asia
9/28
International Marketing Edinburgh Business School
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Contents
PART 4 Module 10 Module 11
Module 12 viii
9.9 Africa 9.10 Middle East 9.11 Future Multinational Market Groups 9.12 Strategic Implications For Marketing Learning Summary Review Questions
Part Three Case
DEVELOPING INTERNATIONAL MARKETING STRATEGIES
International Marketing Strategies
10.1 Introduction 10.2 International Marketing Management 10.3 Competition in the Global Marketplace 10.4 Formulating International Marketing Strategy 10.5 Strategic Planning Learning Summary Review Questions
International Market Entry Strategies
11.1 Why Firms Go Abroad 11.2 Market Servicing Strategy 11.3 Market Opportunity Assessment 11.4 Market/Country Selection 11.5 Strategic International Alliances 11.6 Market-Entry Strategies Learning Summary Review Questions
Exporting, Managing and Logistics
12.1 Introduction 12.2 Regulations and Restrictions of Exporting and Importing 12.3 Customs-Privileged Facilities 12.4 Export Documents 12.5 Terms of Sale 12.6 Logistics 12.7 The Foreign-Freight Forwarder
9/30 9/33 9/33 9/35 9/37 9/38
C3/1
10/1
10/1 10/2 10/5 10/12 10/20 10/27 10/27
11/1
11/1 11/3 11/6 11/6 11/9 11/13 11/21 11/22
12/1
12/1 12/2 12/10 12/11 12/14 12/18 12/20
Edinburgh Business School International Marketing
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