目錄
Chapter 1 International Marketing Overview
1.1 Concept Analysis
1.2 The Basic Characteristics of Multinationals
1.3 The Reasons for Globalization
1.4 Explosive Growth
1.5 Recent Developments
1.6 Domestic Marketing and International Marketing
Chapter 2 Why and How to Enter Foreign Markets
2.1 Volume of Trade
2.2 Major Trading Partners
2.3 Trade Barriers Analysis
2.4 Foreign Direct Investment
2.5 The Reasons for Investing Overseas
2.6 How to Enter the Foreign Markets
Chapter 3 Economic and Social Economic Forces
3.1 Different Economic Development Stages
3.2 The Importance of the Economic Data
3.3 Trading Environment
3.4 Dimensions of the Economy
3.5 Socioeconomic Dimensions
Chapter 4 Social Cultural Forces
4.1 Social Cultural Forces Overview
4.2 Culture Affects All Business Functions
4.3 Significance to Businesspeople
4.4 Material Culture
4.5 Brain Drain
4.6 Language
4.7 Societal Organization
Chapter 5 Political Forces
5.1 The International Political Relationship
5.2 The Stability of the Government』s Policy
5.3 The Different Political System
5.4 The Reasons of Nationalization
5.5 Some Famous Political Organizations of the World
5.6 The Political Risk
5.7 CRA Procedures
Chapter 6 Legal Forces
6.1 The Types of the Legal System
6.2 How the Law of Host Countries Influence Your International Marketing Mix
6.3 Taxation
6.4 Complexity of Tax Laws and Regulations
6.5 Tariffs, Quotas, and Other Trade Obstacles
6.6 Product Liability Civil and Criminal
6.7 Miscellaneous Laws
6.8 Patents, Trademarks, Trade Names, Copyrights, and Trade Secrets-Intellectual Properties
Chapter 7 Product Strategy
7.1 Standardization, Adaptation, or Completely Different
7.2 Product Strategy Overview
7.3 The product Life Cycle and Product Strategy
7.4 The New Product Development Strategy
7.5 Foreign Environmental Forces
Chapter 8 Promotion Strategy
8.1 Concept Understanding
8.2 Advertising
8.3 Personal Selling
8.4 Sales Promotion
8.5 Environment Constraints for International Promotion
8.6 Public Relations
Chapter 9 Pricing Strategy
9.1 The Factors Influencing International Pricing Decisions
9.2 How to Price Your Products
9.3 Basic Pricing Strategies for International Marketing
Chapter 10 Distribution Strategy
10.1 The Factors Influencing the Distribution Channel
10.2 Functions and Types of the Distribution Channels
10.3 Interdependence of Distribution Decisions
10.4 Channel Options and Problems
10.5 Foreign Environmental Forces
10.6 Channel Selection
Practice Tests I
Practice Tests II
參考文獻
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