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
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