国际市场营销PDF电子书下载

1 People 6

Segmentation 11

Negotiation 13

Sales 15

Checklist: be aware 16

References and further reading 18

2 Process 20

Levels of comPetitiveness 25

ExPort sales 26

ExPorting with local technical Presence 27

IntErnationalization beyond exporting 28

Investment Issues 31

Checklist: be aware 32

References and further reading 33

3 Power 35

Corporate power: is it transferable? 35

Market POwer: can it be measured? 40

Market Power of trading blocs 41

Checklist: be aware 45

References and further reading 46

4 Product/service 48

Bland products for a global market? 49

Standardization 50

Adaptation 55

Local cultUral interfaces 58

Checklist: be aware 62

References and further reading 64

5 promotion and publicity 66

Transferability 68

Origination costs for foreign markets 76

The importance of publicity and public relations 77

Checklist: be aware 82

References and further reading 83

6 Pricing 85

Bringing the product/service to the foreign market 85

Additional foreign costs 86

Recovering funds from abroad 89

Positioning for comPetitiveness 90

Checklist: be aware 94

ApPendix: INCOTERMS 1990 96

References and further reading 97

7 Place of sala/distribution 98

Moving goods from the factory to the foreign markets 98

Comparing channels of distribution 101

Producer intermediary and customer Perceptions 102

Trends in place of sale/distribution 106

Trade-offs in setting customer service levels 109

Checklist: be aware 112

References and further reading 115

8 Planning and control 117

Foreign markets can be planned and controlled 120

Information inPuts required 122

Assessing and evaluating foreign market information 129

A longer-term horizon for investment 132

Checklist: be aware 134

References and further reading 135

9 PrecedentS 138

Political 141

Legal 143

Social 143

Commercial 145

Checklist: be aware 146

References and further reading 147

BibliograPhy 149

Index 159