7 pages/≈1925 words
Business & Marketing
International Marketing (Essay Sample)
This order is for Writer Jeremiah ONLY! Or anyone with International Marketing skills. MUst not be longer than 2000 words. Introduction 200 words Main body 1700 words Attraction of developed markets What are they attracted Important factors Examples 500 words Evaluations of challenges Identification of appropriate challenges Level of challenges Use of examples 1100 words Conclusion 200 words and I will attach the main question for you just this is normal structure and this the DOUGLAS, S P & “Viewpoint: Competing in the next Millennium – Challenges facing International CRAIG C S Marketeers”. International Marketing Review, Vol 16, No 2, 1999, pp 99-107 MOYNE, S “Research Note: International marketing management: a separate academic discipline?” International Marketing Review, Vol 12, No 3, 1995, pp5-14 . PERRY, A C “International versus Domestic Marketing: Four conceptual Perspectives” European Journal of Marketing, Vol 24, No 6, pp41-54. RICKS, D A & “Blunders in International Marketing: Fact or Fiction?” Long Range MAHAJAN, V Planning 1984, Vol 17, pp78-82 . ENVIRONMENT TERPSTRA Chapter 4 USUNIER All chapters LEE, J A “Cultural Analysis in Overseas Operations”, HBR, March-April 1966, pp106-114. GLOBALISATION TERPSTRA Chapter 6 COVA, B & “Towards the New Millennium - A New Prospective for European HALLIBURTON, C Marketing” – MEG Conference Proceedings, Loughborough, July 1993, Vol 1, pp417-28. DOUGLAS SC “The Myth of Globalisation”, Columbia Journal of World Business, & WIND Y Winter, 1987, pp 19-29 LEVITT, T “The Globalisation of Markets” HBR, May-June, 1983, pp 92-102. LEVITT, T “The Pluralisation of Consumption” Editorial HBR, 1989, May-June, pp7-8. YIP G “Patterns & Determinants of Global Marketing”, Journal of Marketing Management, Vol 13, 1997, pp 153-164 MARKETING RESEARCH TERPSTRA Chapter 7 CAVUSGIL, S T “Qualitative Insights into Company Experiences in International Market Research”, Journal of Business and Industrial Marketing, Vol 12, No 3, Summer 1987, Pp77-83 MAYER, C S “Multi-National Marketing Research – The Magnifying Glass of Methodological Problems”, European Research, March 1978, pp77-83. MOSELEY D “Information Needs For Market Entry”, Journal of The Market Research Society, Vol 8, No 1, pp 13-18 MARKET ENTRY TERPSTRA Chapter 10 DRISCOLL, AM “Dimensionalising International Market Entry Mode Choice”, Journal & PALIWODA, S of Marketing Management, 1997, pp77-83 JOHANSON, J A “The Mechanism of Internationalisation”, International Marketing VAHLNE Review, Vol 7, No 4, 1990, pp 11-23. KUMAR V & “A Contingency Framework For The Mode of Entry Decision”, SUBRAMANIAM V Journal of World Business, 32(I), 1997, pp 53-50 LYONS MP “Joint Ventures as a Strategic Choice – A Literature Review” Long Range Planning, Vol 24, No 4, pp 130-144 MARKET SELECTION/SEGMENTATION TERPSTRA Chapter 8 HASSAN, S “Identification of Global Consumer Segments: A Behavioural KATSANIS, L P Framework”, Journal of International Consumer Marketing, 1991, 3 (2), p 11-28 KALE SH “A Strategic Appraoch to International Segmentation”, International Marketing Review, Summer, 1987, pp 60-69 NACHUM, L “The Choice of Variables for Segmentation of International Markets”, International Marketing Review, 1993, pp54-67. WIND Y & “International Market Segmentation”, European Journal of Marketing, DOUGLAS S Vol 65, No 1, 1972, pp 17-25 Standardisation and Adaptation Product TERPSTRA Chapter 9 BARKER, A T “Implications of Standardisation in Global Markets”, Journal of & AYDIN, N International Consumer Marketing”, 1991, Vol 3 (4), pp 15-34. GUIDO G “Implementing a Pan-European Marketing Strategy”, Long Range Planning, 24(5), 1991, pp 23-33 JAIN SC “Standardisation of Marketing Strategy: Some Research Hypothesis” Journal of Marketing, Vol 33, 1989, pp 70-79 LANNON, J “Developing brand strategies across borders”, Marketing and Research Today, 1991, 19, 3, pp160-168. ZOU, S “Standardization of international marketing strategy by firms from a developing ANDRUS, D M & country”. International Marketing Review, Vol 14, No 2, 1997, pp 107 -123 NORVELL, D W www.aacp.org.uk Alliance against IP Theft www.a-cg.com – Anti-counterfeiting goup PROMOTION TERPSTRA Chapters 12,13 HARKER, D “Achieving acceptable advertising: An analysis of advertising regulation in five countries”, International Marketing Review, 1998, Vol 15, No 2, pp101-118. HARRIS G “International Advertising and Implementation Issues”, Journal of Marketing Management, 12, 1996, pp 551-560 HOLMES, J H “Towards more effective international advertising”, Journal of et al International Consumer Marketing, 1990, Vol 3 (1), pp 51-65. KANSO L “The use of advertising agencies for foreign markets: Decentralised decisions and localised approaches”, International Journal of Advertising, Vol 10, 1991 Pp 129-136 MUELLER B “An analysis of information content in standardised v specialised multi-national advertsiements”, Journal of International Business Studies, Vol 27, No 1, 1991, pp 22-39 PAPAVASSILIOU N “Standardisation versus adaptation of international advertising strategies – Towards a framework”, European Journal of Marketing, Vol 31, No 7, 1997, pp 504-527 RYANS, J K Jnr “Is it too soon to put a tiger in every tank?” Columbia Journal of World Business, March-April, 1969, pp 69-75. SORRELL M “Why should you appoint a global agency?”, Admap October 2004 WHITELOCK, J & “Cross-cultural advertsing in Europe”. International Marketing Review, Vol 15, REY, J C No 4, 1998, pp 257 -276 World Advertising Research Centre, www.warc.com PROMOTION TERPSTRA Chapter 11 CAMPBELL, N C G “Marketing Negotiations in France, Germany, the United Kingdom, GRAHAM, J L and the United States”, Journal of Marketing, 1988, Vol 52, April, JOUBERT, A & pp49-62. MISSNER, H G MINTU-WIMSATT, A “Negotiation differences between two diverse cultures”, European GASSENHEIMER, J Journal of Marketing, 1996, Vol 30, No 4, pp20-39. SAMIEE , S “Exporting on the Internet: A conceptual perspective”. International Marketing Review, vol 15, No 5, 1998, pp413 PRICING TERPSTRA Chapter 14 HERMAN, H “The European Pricing Time Bomb and How to Cope With It”, KUCHER, E European Management Journal 10 (2), June, pp136-145. HUSZAGH, S M “International Barter and Countertrade”, International Marketing Review HUSZAGH, F Vol 3, No 2, Summer 1986, pp7-19. NEALE C, AKIS B “The Life-Cycle Pattern of East-West Counertrade”, International Marketing PASS C Review, April 14 (4), 1997, pp 248-265 READING Highly Recommended Texts Terpstra V and Sarathy R: International Marketing, 1999, The Dryden Press. Usunier JC: Marketing Across Cultures, 1996, Prentice-Hall Recommended Additional Reading Craig SC and Douglas SP: International Marketing Research, 1999, Wiley Czinkota M and Ronkainen I: Readings in Global Marketing, 1996, Dryden Press Doole I and Lowe R: International Marketing Strategy, 1999, Thomson Paliwoda S: International Marketing, 1997, Butterworth Heineman Paliwoda S and Ryans JK: International Marketing Reader, 1995, Thomson Please make sure you will have a look about what I sent you and attached and please make sure your will work with that structure and in some place try to do arguing between authors about thing E.G.according to smth (......) but mark said (......)on the other hand thomson agreed with mark but he disagree in this point that what I did mean so please do not forget that and have a look over the reading list which I sent it to you many thanks source..
(March 8, 2011)
Due to the size of the developed markets and some bad marketing experiences abroad, many companies have avoided aggressive international marketing. Most of those firms in the developed markets prefer domestic to foreign marketing because it is simpler and safer. Managers do not have to learn another language, deal with different currency, face political and legal uncertainties, or adapt the product to different customer needs and expectations (Anonymous, 2005)
Several factors draw the firms in developed markets into international marketing. First they might be pushed by a weakening of marketing opportunities at home (Doole & Lowe, 2005). The GNP growth might slow down; government might become anti business; the tax burden might become too heavy; the government might push business into expanding abroad in order to earn more foreign exchange and reduce the trade deficit in home economies. The merging market might also pull the firms in developed markets into foreign trade by growing opportunities for their products in other countries (Fried, 2008).
As international competition intensifies, companies have to increase their sophistication in handling international marketing operations. Thus key study of the foreign market is essential and helps avoid failure. For instance, some of the American companies fumbled when they went abroad. Kentucky opened eleven out lets in Hong Kong and all failed in two years. McDonald located in Amsterdam but recorded low sales. They quickly learnt and adapted (Cavusgil & Ghauri, 2007).
Attraction of developed markets
For global investors, the primary attraction in investing in Emerging Market countries is that they potentially offer the greatest opportunity for rapid economic expansion and high returns on investments on middle to long-term basis. Another factor is the fact that many of these countries have yet to achieve a high degree of political and economic stability.
There are about 50 countries in the world that may be classified as Emerging Markets, and these Emerging market countries are quite diverse and vary in speed in which they are improving their economic infrastructure (Cavusgil & Ghauri, 2007). Only about 15 countries are considered to be the leading countries in this category as far as global investors are concerned
An emerging market economy (EME) is an economy with low or medium per capita income. Such economies constitute about 80% of the world population and also represent 20% of the economies in the world. In the world today, China, Thailand, Brazil, India and Hong Kong belong to this category.
EMEs are characterized by their transition: moving from closed economy to an open one and building accountability at the same time. An EME is also expected to reform its exchange rate system as it is stable local currency gains confidence in the ...
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