International Marketing & Export Management PDF
Preview International Marketing & Export Management
Seventh Edition Seventh Seventh Edition Edition InternatIonal MarketIng and export ManageMent InternatIonal MarketIng aI Gerald Albaum Edwin Duerr n n and export ManageMent t d International Marketing and Export Management offers an accessible and authoritative perspective on e international marketing with a strong export management orientation, comprehensively describing the r evolving competitive landscape as created by technological advances and international trade patterns. e The seventh edition retains its clear and informed coverage of the opportunities for companies of all sizes xn Gerald Albaum and in all industries in the export of goods, services, intellectual property and business models. pa Written in a no-nonsense style, the book has been updated to offer the most current discussion of the Edwin Duerr literature in the area, as well as new and engaging cases and examples in every chapter. ot I r o t Key features include: n • Updated to take account of the global economic crisis Ma • New case studies including BP’s problems in the Gulf of Mexico and Toyota’s worldwide recalls, along with more practical examples and vignettes throughout the text l a • Increased coverage of the service sector • New material on the increased importance of the BRIC countries (Brazil, Russia, India and nM China) and their rapid export-led growth a • Greater emphasis on corporate social responsibility and ethics a g r e k The book is ideal for undergraduate and postgraduate students taking modules in International Marketing M and Export Marketing/International Trade. It will also be used as a supplementary text on International e Business courses. et About the authors nI n Gerald Albaum is Research Professor at the Robert O. Anderson Schools of Management, University of New Mexico, and Professor Emeritus of Marketing at the University of Oregon, USA. He is also Senior t g Research Fellow at the IC2 Institute, University of Texas, Austin, USA. He has been a visiting professor and scholar at universities in Canada, Denmark, New Zealand, Australia, Turkey, France, Finland and Hong Kong. Albaum Edwin Duerr is Professor Emeritus of International Business at San Francisco State University, USA. He has been a visiting professor at universities in Japan, Brazil, Germany, Denmark, Sweden and the Duerr Netherlands, and has extensive consulting business around the globe. He is also Senior Editor of The Journal of International Business and Economy. www.pearson-books.com Front cover image: © Getty Images CVR_ALBA3880_07_SE_CVR.indd 1 20/04/2011 15:09 International Marketing and Export Management We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing, please visit us on the World Wide Web at: www.pearsoned.co.uk International Marketing and Export Management Seventh Edition Gerald Albaum University of New Mexico, USA Edwin Duerr San Francisco State University, USA Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published 1989 Second edition published 1994 Third edition published 1998 Fourth edition published 2002 Fifth edition published 2005 Sixth edition published 2008 Seventh edition published 2011 © Addison-Wesley Publishers Limited 1989, 1994 © Gerald Albaum, Edwin Duerr and Jesper Strandskov 1998, 2008, 2011 The rights of Gerald Albaum, Edwin Duerr and Jesper Strandskov to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. ISBN: 978-0-273-74388-0 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Albaum, Gerald S. International marketing and export management / Gerald Albaum, Edwin Duerr. — 7th ed. p. cm. Includes bibliographical references and index. ISBN 978-0-273-74388-0 (pbk.) 1. Export marketing—Management. I. Duerr, Edwin. II. Title. HF1416.I617 2011 658.8'4—dc22 2011001761 10 9 8 7 6 5 4 3 2 1 16 15 14 13 12 11 Typeset in Book Antiqua 10/12.5by 73 Printed and bound in Great Britain by Ashford Colour Press Ltd, Gosport, Hampshire The publisher’s policy is to use paper manufactured from sustainable forests. Dedication To my wife, Carol, whose support and encouragement have sustained me in my continuing research and through seven editions of International Marketing and Export Management. Gerald Albaum To Mitsuko Saito Duerr, my wife and companion in life in teaching, consulting, writing and international adventures. Edwin Duerr Brief contents Preface xvii About the authors xxii List of abbreviations xxiii Publisher’s acknowledgements xxviii 1 International marketing and exporting 1 2 Bases of international marketing 102 3 The international environment: culture; economic forces; and competition 174 4 The international environment: government, political and legal forces 217 5 Market selection: definition and strategies 262 6 Information for international market(ing) decisions 322 7 Market entry strategies 391 8 Export entry modes 442 9 Nonexport entry modes 512 10 Product decisions 580 11 Pricing decisions 670 12 Financing and methods of payment 730 13 Promotion and marketing communication 774 14 Supply chain management/logistics and handling export orders 854 15 Organization of international marketing activities 921 Glossary 959 Index 974 vii Contents Preface xvii About the authors xxii List of abbreviations xxiii Publisher’s acknowledgements xxviii 1 International marketing and exporting 1 Introduction 2 Reasons why rapid growth in international business will resume 7 Increasing competitive demands on business world wide 14 Problems and needs 17 Being effective: the nature and practice of international marketing 21 Export marketing planning and strategy 33 The Internet, the World Wide Web, and e-business 42 The impact of technology 48 Entrepreneurial approaches to international marketing 51 The growth of non-traditional exports 54 Purpose and approach of the book 60 Appendix The worldwide recession of 2007–2010 61 Questions for discussion 63 References 64 Further reading 68 Case study 1.1 Voice4u 68 Case study 1.2 New United Motors Manufacturing Inc. 70 Case study 1.3 Export of art goods from Hungary 87 ix
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