Contents
The Scope and Challenge of Intemational Marketing
Dynamics of International Markets 26
3. Geography and History: The Foundations of Cultural Understanding 52
4. Cultural Dynamics in Assessing Global Markets 74
5. Business Customs and Practices in International Marketing 106
6. The Political Environment: A Critical Concern 126
7. The International Legal Environment: Playing by the Rules 154
8. Researching International Markets 186
9. Economic Development and the Americas 216
'I
.
1
2. The
10. Europe, Africa, and the Middle
1 1. The Asia Pacific Region 270
East
242
12. Global Marketing Management: Planning andOrganization 298
13. Products and Services for Consumers 326
for Businesses 364
15. International Marketing Channels 390
16. Integrated Marketing Communications and International
17. Personal Selling and Negotiations 466
18. Pricing for International Markets 486
14. Products and Services
Advertising
424
19. Inventive Negotiations with International Customers, Partners, and Regulators 516
20. The Country Notebook: A Guide for Developing a Marketing Plan 545
Cases
sss
1. An Overview 557
1.1 Starbucks-Going Global
Fast
559
Nestl6: The Infant Formula Controversy 563
1.3 Coke and Pepsi Learn to Compete in India 567
1.4 Marketing Microwave Ovens to a New Market Segment 573
1.2
2. The Cultural Environment of Global Marketing 579
2.1 The Not-So-Wonderful World of EuroDisney-Things Are Better Now at Disneyland Resort Paris s81
2.2 Cultural Norms, Fair
& Lovely,
and
Advertising
587
2.3 Starnes-Brenner Machine Tool Company: To Bribe or Not to
2.4 Ethics and Airbus 595
Bribe?
591
iii
2.5
2.6
2.7
2.8
Coping with Comrption in Trading with Vietnam 601
When International Buyers and Sellers Disagree 605
McDonald's and Obesity 607
Ultrasound Machines, India, China, and a Skewed Sex
2.9 Coping with Piracy in
China
3. Assessing Global Market Opportunities 621
3.1 Intemational Marketing Research at the Mayo
3.2 Swifter, Higher, Stronger, Dearer 627
3.3 Marketing to the Bottom of the Pyramid 631
3.4 Continued Growth for Zara and Inditex 635
3.5
A
Sea
Ratio
611
615
Clinic
623
Launch Recovery? 639
4. Developing Global Marketing Strategies 645
4.1 Tambrands-Overcoming Cultural Resistance 647
4.2lberia Airlines Builds
a
BATNA
651
4.3 Sales Negotiations Abroad for MRI Systems 655
4.4 National Office Machines-Motivating Japanese Salespeople: Straight Salary or Commission? 657
4.5 AIDS, Condoms, and Carnival 66t
4.6 Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World
Countries
665
4.7 The Obstacles to Introducing a New Product into a New
4.8 Mary Kay in India 673
IV
Market
671