国际市场营销

     Contents
    Introduction
   1 People
    Segmentation
    Negotiation
    Sales
    Checklist: be aware
    References and further reading
   2 Process
    Levels of competitiveness
    Export sales
    Exporting with local technical presence
    Intemationalization beyond exporting
    Investment issues
    Checklist: be aware
    References and further reading
   3 Power
    Corporate power: is it transferable?
    Market power: can it be measured?
    Market power of trading blocs
    Checklist: be aware
    References and further reading
   4 Product/service
    Bland products for a global market?
    Standardization
    Adaptation
    Local cultural interfaces
    Checklist: be aware
    References and further reading
   5 Promotion and publicity
    Transferability
    Origination costs for foreign markets
    The importance of publidty and public relations
    Checklist: be aware
    References and further reading
   6 Pricing
    Bringing the product/service to the foreign market
    Additional foreign costs
    Recovering funds from abroad
    Positioning for competitiveness
    Checklist: be aware
    Appendix: INCOTERMS 1990
    References and further reading
    Place of sale/distribution
    Moving goods from the factory to the foreign markets
    Comparing channels of distribution
    Producer, intermediary and customer perceptions
    Trends in place of sale/distribution
    Trade-offs in setting customer service levels
    Checklist: be aware
    References and further reading
   7 Planning and control
    Foreign markets can be planned and controlled
    Infonnation inputs required
    Assessing and evaluating foreign market information
    A longer-term horizon for investment
    Checklist: be aware
   8 References and further reading
   9 Precedents
    Political
    Legal
    Sodal
    Commercial
    Checklist: be aware
    References and further reading
    Bibliography
   Index