Тема 26. Products and Services for Consumers

Global Perspective. Quality. Quality Defined. Maintaining Quality. Physical or Mandatory Requirements and Adaptation. Green Marketing and Product Development. Products and Culture. Innovative Products and Adaptation. Diffusion of Innovations. Production of Innovations. Analyzing Product Components for Adaptation. Core Component. Packaging Component. Support Services Component. Marketing Consumer Services Globally. Services Opportunities in Global Markets. Barriers to Entering Global Markets for Consumer Services. Brands in International Markets. Global Brands. National Brands. Country-of-Origin Effect and Global Brands. Private Brands.

Тема 27. International Marketing Channels

Global Perspective. 500 Million Sticks of Doublemint Today-Billions Tomor­row. Channel-of-Distribution Structures. Import-Oriented Distribution Structures. Japanese Distribution Structure. Trends. From Traditional to Modern Channel Structures. Distribution Patterns. General Patterns. Retail Patterns. Alternative Middleman Choices. Home-Country Middlemen. Foreign-Country Middlemen. Government-Affiliated Middlemen. Factors Affecting Choice of Channels. Cost. Capital Requirements. Control. Coverage. Character. Continuity. Locating, Selec­ting, and Motivating Channel Members. Locating Middlemen. Selecting Middle­men. Motivating Middlemen. Terminating Middlemen. Controlling Middlemen. The Internet.

Тема 28. Integrated Marketing Communications and International Advertising

Global Perspective. Sales Promotions in International Markets. International Public Relations. International Advertising. Advertising Strategy and Goals. Product Attribute and Benefit Segmentation. Regional Segmentation. The Message. Creative Challenges. Global Advertising and the Communications Pro­cess. Legal Constraints. Linguistic Limitations. Cultural Diversity. Media Limita­tions. Production and Cost Limitations. Media Planning and Analysis. Tactical Considerations. Specific Media Information. Campaign Execution and Advertising Agencies. International Control of Advertising. Broader Issues.

Тема 29. Pricing for International Markets

Global Perspective. The Price War Pricing Policy. Pricing Objectives. Parallel Imports. Approaches to International Pricing. Full-Cost versus Variable-Cost Pricing. Skimming versus Penetration Pricing. Price Escalation. Cost of Exporting. Taxes, Tariffs, and Administrative Costs. Inflation. Deflation. Exchange Rate Fluctuations. Varying Currency Values. Middleman and Transportation Costs. Sample Effects of Price Escalation. Approaches to Lessening Price Escalation. Lowering Cost of Goods. Lowering Tariffs. Lowering Distribution Costs. Using Foreign Trade Zones to Lessen Price Escalation. Dumping. Leasing in Interna­tional Markets Countertrade as a Pricing Tool. Types of Countertrade. Problems of Countertrading. The Internet and Countertrade. Proactive Countertrade Strategy. Transfer Pricing Strategy. Price Quotations. Administered Pricing. Cartels. Government-Influenced Pricing.