xxxii National Brands 407 Country-of-Origin Effect and Global Brands 408 Private Brands 411 14 Products and Services for Businesses 414 Demand in Global Business-to- Business (B2B) Markets 417 The Volatility of Industrial Demand 417 Stages of Economic Development 421 Technology and Market Demand 422 Quality and Global Standards 423 Quality Is Defined by the Buyer 424 ISO 9000 Certification: An International Standard of Quality 427 Business Services 429 After -Sale Services 429 Other Business Services 431 Trade Shows: A Crucial Part of Business-to-Business Marketing 432 Relationship Marketing in Business-to-Business Contexts 435 15 International Marketing Channels 442 Channel-of-Distribution Structures 444 Import-Oriented Distribution Structure 445 Japanese Distribution Structure 445 Trends: From Traditional to Modern Channel Structures 447 Distribution Patterns 450 Retail Patterns 450 Alternative Middleman Choices 453 Home-Country Middlemen 454 Foreign-Country Middlemen 457 Government-Affiliated Middlemen 458 Factors Affecting Choice of Channels 458 Cost 459 Capital Requirements 459 Control 459 Coverage 460 Character 460 Continuity 461 Channel Management 462 Locating Middlemen 462 Selecting Middlemen 462 Motivating Middlemen 463 Controlling Middlemen 464 Terminating Middlemen 464 The Internet 465 Logistics 473 16 Integrated Marketing Communications and International Advertising 478 Sales Promotions in International Markets 480 International Public Relations 481 International Advertising 484 Advertising Strategy and Goals 490 Product Attribute and Benefit Segmentation 491 Regional Segmentation 494 The Message: Creative Challenges 494 Global Advertising and the Communications Process 494 Legal Constraints 498 Linguistic Limitations 500 Cultural Diversity 502 Media Limitations 503 Production and Cost Limitations 503 Media Planning and Analysis 504 Tactical Considerations 504 Campaign Execution and Advertising Agencies 518 International Control of Advertising: Broader Issues 520 17 Personal Selling and Sales Management 524 Designing the Sales Force 526 Recruiting Marketing and Sales Personnel 528 Expatriates 528 Virtual Expatriates 529 Local Nationals 530 Third-Country Nationals 532 Host-Country Restrictions 532 Selecting Sales and Marketing Personnel 533 Training for International Marketing 537 Motivating Sales Personnel 539 Designing Compensation Systems 540 For Expatriates 540 For a Global Sales Force 540 Evaluating and Controlling Sales Representatives 543 Preparing U.S. Personnel for Foreign Assignments 544 Overcoming Reluctance to Accept a Foreign Assignment 544 Reducing the Rate of Early Returns 545 Successful Expatriate Repatriation 546 Developing Cultural Awareness 547 The Changing Profile of the Global Manager 548 Foreign-Language Skills 550 18 Pricing for International Markets 554 Pricing Policy 557 Pricing Objectives 557
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