Marketing, 2^nd Ed.

International Enterprise

Thomas A. Stewart

Publisher: The Open University, 2001

ISBN: 0-7492-7681-9

Table of Contents:

Toggle Table of Contents

0. Introduction
• Background to the unit
• Aims and objectives
• Overview of the unit
1. International Marketing Research
• 1.1 Problems Unique to International Marketing Research
• Using Secondary Data
• Teasing Out the Relevant Material
• Generating Primary Data
• Using Primary and Secondary data
• New Technologies and International Research
• Primary Research: Who Does It? A New Focus
• 1.2 Conclusion
2. The International Marketing Mix and Other Approaches
• 2.1 Making the Product-Service Decision
• Mass Customization and the Product-Service Mix
• The Offering and International Market Segmentation
• Segmentation by Market Clusters
• Segmentation Across National Borders
• Segmentations by Clusters Across Markets
• Branding in the International Market
• When Should Brands Be Global?
• When Do We Settle for Adaptations to Local Needs?
• Strategies for Globalization
• Private Brands
• The Offering and the Standardization/Adaptation Debate
• 2.2 Distribution Channels
• Choices
• Factors Determining Choice
• Can Channels be Standardized?
• Agreements
• Agency/Distribution Agreements
• The Law Under Which the Agreement is Made
• How Far Suppliers Should Exercise Power
• Maintaining and Renewing Agency/Distributorship Agreements
• Negotiations Within Agreements
• Franchising
• Licensing Agreements
• Maintenance of Licensing Agreements
• Joint Ventures
• Agreements and the European Union
• To Standardize or Adapt Agreements?
• 2.3 Advertising and Promotion
• Advertising
• Choosing the Message
• Selecting the Media
• Evaluating Advertising Performance
• Sales Promotion
• Personal Selling
• 2.4 Pricing
• Commercial Factors Affecting Decisions
• Decisions and Environmental Factors
• Currency of Quotations
• Inflation Rates
• Costs of Finance, Credit and Interest
• Discriminatory Pricing
• The Negotiated Price
• A Standard or Market-Adapted Price?
• The European Union Dimension in Pricing
• Pricing and Globalization
• Overcoming Foreign Exchange Shortages
• 2.5 The Dilemma of International Managers
• 2.6 A Complementary Approach
• Different Aspects of Interaction
• 2.7 Conclusion
3. The Mix and its Relationship to Marketing Variables
• 3.1 Transnational Organizations
• 3.2 Global Organizations
• 3.3 Multinational Organizations
• 3.4 International Organizations
• 3.5 Breadth of Choice
• 3.6 Smaller Organizations
• 3.7 Conclusion
4. From Structures to Strategic Alliances and Networks to Communication and Negotiation
• 4.1 Acquisitions, Mergers, Alliances, Networks and Relationships
• 4.2 Politics and Negotiation
• 4.3 Dilemmas for Negotiators
• Should I be Co-operative or Competitive?
• Should I be Friendly or Hostile?
• Should I be Yielding or Resistant?
• Should I be a Shaper or Responder?
• 4.4 Communication and Meaning
• Oral and Non-Verbal Factors
• Situation
• Social Context and Structure
• 4.5 Culture and the Transference of Meaning
• 4.6 Application of a Culture to a Negotiation Framework
• Finding the Negotiation Range
• Getting Movement
• Establishing Common Ground
• Trading Off
• Packaging the Acceptable
• Recording What Has Been Agreed
• 4.7 Conclusion
5. Conclusion to the Unit