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International Marketing
Marketing is a universal activity, regardless of the political, social, or economic systems of a particular country.
However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way.
This fourth edition of
International Marketinghas been written to enable managers and scholars to meet theinternational challenges they face every day, and it provides the solid foundation required to understand the com-
plexities of marketing on a global scale.The book has been fully updated with topical case studies, examples of contemporary marketing campaigns,
the most relevant discussion topics as well as the most up-to-date theories, references, and research findings. It
is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view
of the topic rather than an anecdotal or descriptive one alone.The book includes chapters on:
trade distortions and marketing barriers culture consumer behavior marketing research foreign market entry strategies product and branding strategies promotion and pricing strategies currencies and foreign exchangeAccessibly written and designed, this is the most international book on marketing available which can be used by
undergraduates and postgraduates the world over. As one of the most successful textbooks in its field, the book
has been adopted in the USA, Europe, Asia, Australia, and elsewhere, at the undergraduate, MBA, and Ph.D.
levels. A companion website provides additional material for lecturers and students alike. Sak Onkvisitis Professor of Marketing at San José State University, USA. John Shawis Professor of Marketing at Providence College, USA. 11112 3 4 5 6 7 8 9 10111
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Analysis and strategy
Fourth edition
Sak Onkvisit and John J. Shaw
11 11 2 3 4 5 6 7 8 9 10 11 1 1 2 3 415 6 7 8 9 20 11 1 1 2 3 4 5 6 7 8 9 30
1 2 3 4
International
Marketing
First edition published by Charles Merrill in 1989Second edition published by Macmillan in 1993
Third edition published by Prentice-Hall in 1997
Fourth edition 2004
Simultaneously published in the UK, USA and Canada by Routledge29 West 35th Street, New York, NY 10001
and by Routledge11 New Fetter Lane, London EC4P 4EE
Routledge is an imprint of the Taylor & Francis Group© 2004 Sak Onkvisit and John J. Shaw
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any
electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording,
or in any information storage or retrieval system, without permission in writing from the publishers.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication DataOnkvisit, Sak.
International marketing : analysis and strategy / by Sak Onkvisit andJohn J. Shaw. - 4th ed.
p. cm.Includes bibliographical references and indexes.
1. Export marketing. 2. Export marketing - Management.
I. Shaw, John J. II. Title.
HF1416.O55 2004
658.84 - dc222003023746
ISBN 0-415-31132-2 (hbk)
ISBN 0-415-31133-0 (pbk)
This edition published in the Taylor & Francis e-Library, 2007. ìTo purchase your own copy of this or any of Taylor & Francis or Routledgeís collection of thousands of eBooks please go to www.eBookstore.tandf.co.u k.îISBN 0-203-93006-1 Master e-book ISBN
To my family and the memory of my grandparents
and Lawrence X. Tarpey, Sr. andAnn and Jonathan and the memory of Rebecca
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List of illustrationsxiii
Prefacexviii
1 NATURE OF INTERNATIONAL MARKETING: CHALLENGES AND OPPORTUNITIES 1
Process of international marketing 3
International dimensions of marketing 4
Domestic marketing vs. international marketing 5
The applicability of marketing 6
Multinational corporations (MNCs) 7
The process of internationalization 15
Benefits of international marketing 15
Conclusion18
Case 1.1 Sony: the sound of entertainment 19
2 TRADE THEORIES AND ECONOMIC DEVELOPMENT 22
Basis for international trade 23
Exchange ratios, trade, and gain 26
Factor endowment theory27
The competitive advantage of nations 32
A critical evaluation of trade theories 33
Economic cooperation39
Conclusion46
Case 2.1 The United States of America vs. the United States of Europe 473 TRADE DISTORTIONS AND MARKETING BARRIERS 52
Protection of local industries 55
Government: a contribution to protectionism 57
Marketing barriers: tariffs59
Marketing barriers: nontariff barriers 62
Private barriers73
World Trade Organization (WTO) 74
Preferential systems76
Some remarks on protectionism 77
Conclusion78
Case 3.1 Global war on drugs or tuna? 80
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