Copyright Text International MARKETING
7E
Copyright Text
International
MARKETING
An Asia-Pacific Perspective
Richard FLETCHER Heather CRAWFORD
CONTENTS IN FULL
Preface
List of Cases by Chapter Author and
International Marketing Highlights
Additional Cases on the Website
Educator Resources
Acknowledgments
About the Authors
1
The rationale for
international marketing
xv
xix
xxii
xxv
xxvi
xxvii
2
Opening vignette: Made in . . .
3
Introduction4
The new international marketing
environment5
What is international marketing?
6
1.1 INTERNATIONAL HIGHLIGHT: Smart new markets
7
1.2 INTERNATIONAL HIGHLIGHT: Is the sun setting on
America¡¯s century of world dominance?
12
Approaches to international marketing
12
From domestic to transnational
12
From indirect exporting to foreign
direct investment13
From an export focus to a holistic focus
13
Concepts underlying international
marketing14
Comparative advantage
Product life cycle extension
14
15
1.3 INTERNATIONAL HIGHLIGHT: China and the
waterfall pattern17
The wheel of international marketing
18
The hub
The spokes
The rim
The importance of world trade
The dilemma of definition
18
19
19
19
20
The trading environment
20
Major export activity
Major import activity
Trade in services
Australian¨CAsian trade
21
22
22
22
1.4 INTERNATIONAL HIGHLIGHT: Driving our
exports23
The impact of the internet on
international marketing
23
Case Study 1
25
Summary29
Websites29
Discussion questions
29
IMEdge29
References30
PART A THE ENVIRONMENT
OF INTERNATIONAL
MARKETING31
2
Avoiding the pitfalls of the
international political and
legal environment
32
Opening vignette: The politics of
international trade
Introduction
33
35
The political environment
35
The role of government in international
marketing35
Different types of national governments
35
2.1 INTERNATIONAL HIGHLIGHT: Governments protect
the interests of their consumers
36
The role of government in the economy
2.2 INTERNATIONAL HIGHLIGHT: A conflict
of interest
37
41
Political approaches in international
marketing42
Political stability and risk
Sources of political instability
42
43
2.3 INTERNATIONAL HIGHLIGHT: Venezuela nationalises
its major asset
44
Nature of political risk
44
Assessment45
The trade-off
47
Managing the foreign political
environment47
Company behaviour
47
Home country environment
47
Home government actions
47
Contribution to the host country
48
Localisation of operations
48
Globalisation49
Political risk insurance
49
Marketing implications¡ªpolitical
50
The legal environment
50
Introduction50
2.4 INTERNATIONAL HIGHLIGHT: China¡¯s legal and
arbitration systems
51
Differing legal systems and jurisdictions
51
Legal systems
51
2.5 INTERNATIONAL HIGHLIGHT: When is a contract legal? 53
International law
54
Legal jurisdiction
55
Legal risk
56
Law and the marketing mix internationally
56
Product56
Price57
Distribution57
Promotion58
Foreign exchange issues
Financial management
3.4 INTERNATIONAL HIGHLIGHT: OSS¡ªmanaging
exchange rate risks99
The international financial system
103
Marketing implications
106
Case Study 3
107
Summary110
Websites110
Discussion questions
110
IMEdge111
References111
The impact of law on international
operations58
Environment59
Human resources
59
Intellectual property protection
59
2.6 INTERNATIONAL HIGHLIGHT: National boundaries
no protection when illegally downloading foreign
TV shows and films
61
Anti-trust64
Reducing the impact
64
2.7 INTERNATIONAL HIGHLIGHT: Drug giants told to
reveal secrets65
Contracts and dispute resolution
66
Conciliation66
Arbitration66
Litigation67
Marketing implications¡ªlegal
67
Case Study 2
69
Summary74
Websites74
Discussion questions
74
IMEdge
75
References75
3
Appreciating the dynamics
of the international economic
and financial environment 78
Opening vignette: Growing opportunities
79
Introduction80
The economic environment
The global economic scene
3.1 INTERNATIONAL HIGHLIGHT: Nourishing rice farms
International trade
3.2 INTERNATIONAL HIGHLIGHT: Newly industrialised
countries¡ªthe secret of success
Measuring markets
80
81
82
84
84
91
95
98
4
Catering for the social and
cultural environment of
international marketing
112
Opening vignette: Food for thought
113
Introduction115
Definition of culture
115
Culture as a collective fingerprint
Elements of culture
4.1 INTERNATIONAL HIGHLIGHT: Culture transcends
national boundaries119
Expressions of culture
120
The impact of culture on
international marketing121
Knowledge121
Sensitivity122
Collectivism122
Social conventions
122
4.2 INTERNATIONAL HIGHLIGHT: The Chinese way
Cognitive styles
Cultural universals
Levels at which culture operates
93
95
The financial environment
95
Convertible and non-convertible
currencies95
122
123
123
123
Cultural concepts and cultural
differences125
Key cultural concepts
Key cultural differences
125
128
4.3 INTERNATIONAL HIGHLIGHT: Providers of
financial services ignore cultural differences at
their peril
Culture and communication
134
135
Verbal communication
Non-verbal communication
Cultural adaptation and communication
Cross-cultural comparison studies
3.3 INTERNATIONAL HIGHLIGHT: Numbers tell only
part of the story
Marketing implications
116
116
Hofstede
Trompenaars
Etic versus emic approach
135
136
137
137
137
140
141
4.4 INTERNATIONAL HIGHLIGHT: Creating favourable
conditions¡ªfeng shui
143
CONTENTS IN FULL
vii
Culture and international negotiation
144
Negotiation styles
145
Background to negotiation
146
Culture and the conduct of negotiations 147
Preparing for international negotiation 148
Stages in international negotiation
150
The atmosphere of international
negotiations152
4.5 INTERNATIONAL HIGHLIGHT: Negotiation via
the internet152
Case Study 4
154
Summary158
Websites158
Discussion questions
158
IMEdge159
References159
5
Technology and change in
international marketing
162
Opening vignette: The last mile
163
Introduction164
The technology environment
164
Infrastructure development and
economic history¡ª¡®techno-economic
paradigms¡¯165
Information and communication: the
fifth techno-economic paradigm
167
5.1 INTERNATIONAL HIGHLIGHT: Personal technology
Information neural networks: the sixth
techno-economic paradigm
169
The information revolution and
the internet
169
The global network
The new information infrastructure
168
169
171
New business models
171
Implications for international marketing 172
Influences on internet use worldwide
173
E-government173
International diffusion of innovation
174
5.2 INTERNATIONAL HIGHLIGHT: Diffusion of health
innovations175
Consumer behaviour online
178
Barriers to internet consumption
179
Implications of online behaviour for
international marketing
180
Digital marketing strategies
Business to consumer (B2C)
marketing online
181
181
5.3 INTERNATIONAL HIGHLIGHT: Mass customisation
182
5.4 INTERNATIONAL HIGHLIGHT: The Long Tail
187
5.5 INTERNATIONAL HIGHLIGHT: The Achilles heel of
internet marketing189
viii
CONTENTS IN FULL
Business to business (B2B)
marketing online190
5.6 INTERNATIONAL HIGHLIGHT: Virtual products
190
5.7 INTERNATIONAL HIGHLIGHT: BCS Group
191
Consumer to consumer (C2C)
marketing online193
Market research online
194
Integrating online and offline strategies 195
The future and technology change
5.8 INTERNATIONAL HIGHLIGHT: Lights out
195
196
Case Study 5
196
Summary204
Websites204
Discussion questions
205
IMEdge205
References206
6
Contemporary environmental
variables in international
marketing
208
Opening vignette: Australian firms in
the firing line
209
Introduction210
Ethics210
6.1 INTERNATIONAL HIGHLIGHT: Ethical
inconsistency213
Varying views of ethics
213
Ethics and the internet
215
Environmentalism215
6.2 INTERNATIONAL HIGHLIGHT: Ethical issues in
the distribution channel
Environmentalism as a threat
Environmentalism as an opportunity
215
218
218
Geography and climate
219
6.3 INTERNATIONAL HIGHLIGHT: Companies tiptoe
through Indonesia¡¯s political minefields
220
Terrorism221
Health-related issues
223
Consumerism225
Infrastructure endowment
225
Labour225
Population trends
6.4 INTERNATIONAL HIGHLIGHT: The risk factor
226
226
Case Study 6
228
Summary231
Websites231
Discussion questions
231
IMEdge231
References232
PART B STRATEGIES
FOR INTERNATIONAL
MARKETING233
7
Researching international
markets
234
Opening vignette: International marketing
research¡ªa survival story
235
Introduction236
Information needs for international
marketing236
International research decisions
237
7.1 INTERNATIONAL HIGHLIGHT: Common
international research mistakes239
Costs of international marketing
research240
Stages in planning international
marketing research
241
The international research process
Stage 1: Problem identification
Stage 2: Research design
Stage 3: Collection of data
7.2 INTERNATIONAL HIGHLIGHT: Research issues
in the world¡¯s fastest growing markets
Stage 4: Analysis and interpretation
of data
Stage 5: Dissemination of
information/research report
Other issues in international
market research
242
243
243
247
248
253
255
7.3 INTERNATIONAL HIGHLIGHT: Gathering data in
Zimbabwe257
Managing international research
258
Test marketing
260
Case Study 7
261
Summary266
Websites266
Discussion questions
266
IMEdge267
References267
International market
selection and entry
Market selection for experienced
exporters277
Market selection for foreign direct
investment (FDI)
268
Opening vignette: The evolution of
international involvement269
Introduction270
International market selection
270
Screening for market selection
272
281
The nation state and market
selection281
Market selection trends
282
Modes of entering foreign markets
282
8.1 INTERNATIONAL HIGHLIGHT: Solution selling
works in India
283
8.2 INTERNATIONAL HIGHLIGHT: Successful exporters
think outside the square
283
Export-based entry
284
Manufacturing-based entry
286
8.3 INTERNATIONAL HIGHLIGHT: Franchising as a
way to go international287
Relationship-based entry
289
8.4 INTERNATIONAL HIGHLIGHT: Offsets boost
Australia¡¯s manufacturing capability
The ¡®born global¡¯ entry mode
Other entry modes
Evaluation of entry modes
294
295
295
295
Theories of market entry
296
Dunning¡¯s eclectic paradigm
Williamson¡¯s transaction cost approach
Internalisation theory
255
Research in developing countries
255
New international research techniques 256
8
Analysing the attractiveness of
individual markets272
A screening approach
273
296
297
298
Information for market entry and
expansion298
Factors internal to the firm
Factors external to the firm
298
299
Evolution of involvement from initial
entry mode301
Case Study 8
302
Summary306
Websites306
Discussion questions
306
IMEdge307
References307
9
International competitive
strategy
310
Opening vignette: International strategies
and the Australian beverage industry
311
Introduction313
Competitive advantage
313
National competitive advantage
National competitive advantage goes
international
Competitiveness and e-business
313
316
318
CONTENTS IN FULL
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