Healthy Skepticism Library item: 13288
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Publication type: book
Kotabe M, Peloso A, Gregory GD, Noble G, MacArthur W, Neal C, Riege A.
International Marketing: An Asia Pacific Focus
Milton, Qld: John Wiley and Sons Australia, Ltd. 2005
http://web.archive.org/web/20060824005525/http://www.johnwiley.com.au/highered/im/index.htm
Abstract:
“International Marketing – An Asia Pacific Focus” is a significant overhaul of the original Kotabe and Helsen “Global Marketing Management” text. The intended audience of this Asia Pacific adaptation is undergraduate students studying International Marketing in Australia and New Zealand. The text aims to prepare the student to become an effective international marketing manager, overseeing international marketing activities in an increasingly competitive environment.
A strong theoretical and conceptual foundation of international and global marketing perspectives is provided through the use of ‘real world’ examples of small to medium sized enterprises (SME’s) and multinational corporations (MNC’s) operating in the Asia Pacific region. International marketing is presented from an interdisciplinary, cross- functional perspective, giving students an appreciation of all aspects of international business operations and how they interface with marketing.
A key underlying theme of the text is that while it may not be possible for all firms in the Asia Pacific region to market their products and services on a truly global scale, all firms that operate in any international market place need to understand and be aware of competition from both local SME’s and MNC’s that are increasingly attempting to operate globally.
FEATURES
16 chapters chosen and sequenced to reflect the topics traditionally taught in a typical undergraduate 12 or 13 week International Marketing course.
Specific chapters on both International Consumers and Segmentation and Positioning
Australasian and Asia-Pacific data, research and examples are used along side relevant international examples.Each chapter opens with an Asia Pacific scene setter, providing a “real world” examining of the chapter topic.Key Terms and Margin Definitions.
Applied Activity at the end of each chapter requires the student to explain, debate and consider information provided in one of the real world examples from the chapter.
International Spotlight boxes in each chapter, highlight significant examples from the international marketing environment and relate them back to the theory being discussed.
Large End of Book Cases are designed to challenge students with real and current business problems and issues. They require in-depth analysis and discussion of various topics covered in the chapters, and help students experience how the knowledge they have gained can be applied in real life situations.
Review questions help students test themselves on the chapter concepts and theories.
Discussion questions are designed to serve as mini-cases. Many of the issues presented in these questions are current problems facing international marketing managers that encourage class discussion and further research.
Table of Contents
Part 1: International marketing environment
Chapter 1 Introduction to international marketing
Competitive forces in the global marketplace
Approaches to international marketing
International trade versus international business
Orientation of this book
Chapter 2 Economic and financial environment
Intertwined world economy
Evolution of cooperative global trade
Regional economic arrangements
Marketing in euro-land
Development of today’s international monetary system
Fixed versus floating exchange rates
Foreign exchange and foreign exchange rates
Economic and financial turmoil around the world
Chapter 3 Political and legal environment
Political environment – individual governments
Political environment – social pressures and political risk
Terrorism and the world economy
International agreements
International law and the local legal environment
Issues transcending national boundaries
Chapter 4 Cultural environment
Defining culture
Elements of culture
Cross-cultural comparisons
Adapting to cultures
Culture and the marketing mix
Business customs and negotiation styles
Organising cultures
Chapter 5 Understanding international consumers
The changing international marketplace
Standardise or customise?
Drivers of consumer behaviour
Evolving global consumer culture
Emergence of a global consumer
Conclusions
Part 2: Analysing international marketing opportunities
Chapter 6 International marketing research
Market research in international marketing
Research problem formulation
Secondary marketing research
Primary marketing research
Managing international marketing research
New market information technologies
Ethics in international marketing research
Chapter 7 Segmentation and positioning
Reasons for international marketing
International market segmentation
Segmentation scenarios
Bases for country segmentation
International positioning strategies
Global, foreign and local consumer culture positioning
Conclusions
Chapter 8 Market selection and entry strategies
Selecting a target market
Choosing the mode of entry
Exporting
Licensing
Franchising
Contract manufacturing
Joint ventures
Wholly owned subsidiaries
Strategic alliances
Timing of entry
Exit strategies
Part 3: Developing international marketing strategy
Chapter 9 Developing new goods and services for international markets
International product strategies
Standardisation versus customisation
Multinational diffusion
Developing new products for international markets
International NDP and culture
Chapter 10 Branding
International branding strategies
Managing multinational product lines
Product piracy
Country-of-origin stereotypes
Global marketing of services
Chapter 11 International marketing communication
International advertising and culture
Setting the international advertising budget
Creative strategy
International media decisions
Advertising regulations
Choosing an advertising agency
Coordinating international advertising
Other elements of the marketing communication mix
Conclusions
Chapter 12 Logistics: Sourcing and distribution
International logistics
International sourcing
International distribution
International retailing
E-commerce and international logistics
Conclusions
Chapter 13 Export and import management
The role of exporting for Australian companies
Organising for exports
Indirect exporting
Direct exporting
Mechanics of exporting
Role of governments in promoting exports
Managing imports
Mechanics of importing
Grey markets
Chapter 14 International pricing
Drivers of foreign market pricing
Company goals
Managing price escalation
Pricing in inflationary environments
International pricing and currency
Transfer pricing
International pricing and antidumping
Price coordination
Pricing policies and the euro
Countertrade
Part 4: Trends in global marketing
Chapter 15 Global marketing strategy
Global Strategy
Global marketing strategy
Regionalisation of global marketing strategy
Conclusions
Chapter 16 The evolving global marketplace
IT and global competition
Consequences of globalisation
Changing political realities and world trade
The changing face of international marketing
Conclusions
Case Studies – The Australian and New Zealand film industries – TWO DOGS bites into the world market: focus on Japan – Motorola: China experience – Virgin Blue: a piece of the empire – Australia’s hi-tech service exports: Cameron Systems – Ikea and Tiffany: worlds apart but they both have big blue boxes – Branding China – An Australian icon – or not? – Blundstone – Starbucks Coffee: expansion in Asia
