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