国际市场营销(第2版)

Contents

Chapter 1　International Marketing Overview 1

1.1　Concept Analysis 2

1.2　The Basic Characteristics of Multinationals 4

1.3　The Reasons for Globalization 7

1.4　Explosive Growth 9

1.5　Recent Developments 12

1.6　Domestic Marketing and International Marketing 13

Chapter 2　Why and How to Enter Foreign Markets 21

2.1　Volume of Trade 23

2.2　Major Trading Partners 27

2.3　Trade Barriers Analysis 28

2.4　Foreign Direct Investment 35

2.5　The Reasons for Investing Overseas 39

2.6　How to Enter the Foreign Markets 50

Chapter 3　Economic and Social Economic Forces 63

3.1　Different Economic Development Stages 63

3.2　The Importance of the Economic Data 66

3.3　Trading Environment 70

3.4　Dimensions of the Economy 74

3.5　Socioeconomic Dimensions 82

Chapter 4　Social Cultural Forces 90

4.1　Social Cultural Forces Overview 90

4.2　Culture Affects All Business Functions 93

4.3　Significance to Businesspeople 100

4.4　Material Culture 102

4.5　Brain Drain 108

4.6　Language 109

4.7　Societal Organization 118

Chapter 5　Political Forces 127

5.1　The International Political Relationship 128

5.2　The Stability of the Government’s Policy 132

5.3　The Different Political System 133

5.4　The Reasons of Nationalization 136

5.5　Some Famous Political Organizations of the World 138

5.6　The Political Risk 140

5.7　CRA Procedures 142

Chapter 6　Legal Forces 147

6.1　The Types of the Legal System 147

6.2　How the Law of Host Countries Influence Your International Marketing Mix 149

6.3　Taxation 153

6.4　Complexity of Tax Laws and Regulations 155

6.5　Tariffs, Quotas, and Other Trade Obstacles 158

6.6　Product Liability Civil and Criminal 159

6.7　Miscellaneous Laws 162

6.8　Patents, Trademarks, Trade Names, Copyrights, and Trade Secrets—

Intellectual Properties 165

Chapter 7　Product Strategy 174

7.1　Standardization, Adaptation, or Completely Different 178

7.2　Product Strategy Overview 179

7.3　The product Life Cycle and Product Strategy 183

7.4　The New Product Development Strategy 186

7.5　Foreign Environmental Forces 199

Chapter 8　Promotion Strategy 209

8.1 Concept Understanding 212

8.2 Advertising 214

8.3 Personal Selling 225

8.4 Sales Promotion 230

8.5 Environment Constraints for International Promotion 238

8.6 Public Relations 239

Chapter 9　Pricing Strategy 243

9.1 The Factors Influencing International Pricing Decisions 247

9.2 How to Price Your Products 250

9.3 Basic Pricing Strategies for International Marketing 255

Chapter 10　Distribution Strategy 265

10.1 The Factors Influencing the Distribution Channel 269

10.2 Functions and Types of the Distribution Channels 271

10.3 Interdependence of Distribution Decisions 273

10.4 Channel Options and Problems 274

10.5 Foreign Environmental Forces 278

10.6 Channel Selection 280

Practice Tests I 289

Practice Tests II 293

参考文献 297