International Marketing 18th Edition Cateora Test Bank ISBN-13 ‏ : ‎9781259712357 |Complete Test Bank| All Chapters.

International Marketing 18th Edition Cateora Test Bank ISBN-13 ‏ : ‎2357 |Complete Test Bank| All Chapters.Preface .........................................................................................................................................................................11 Part I WHY & HOW COMPANIES EXPAND INTERNATIONA LLY: WITHIN AND BEYOND VISEGRAD BORDERS ...........................................................................13 Chapter 1 Introduction to International Marketing and V4 Implications .......................................................15 Introduction ...................................................................................................................................................... 16 1.1 Globalization, Internationalization and Territorial Expansion.......................................................... 16 1.2 Definition of International marketing ................................................................................................... 19 1.3 Standardization versus Adaptation ....................................................................................................... 24 1.4 V4 Implications from International Marketing Issues ....................................................................... 26 Summary .................... ....................................................................................................................................... 29 Further Recommended Readings .................................................................................................................. 30 Literature ................... ........................................................................................................................................ 30 Part II MARKETING ENVIRON MENT WITHIN AND BEYOND VISEGRAD BORDERS: PEOPLE, ECONO MICS, POLITICS AND CULTURE.....................................................................33 Chapter 2 Selected Indicators of Economic and Trade Development – Global and Visegrad Overview ........35 Introduction....................................................................................................................................................... 36 2.1 Global Economy – in Selected Numbers............................................................................................... 36 2.1.1 Global Trade – Position in Global Economy .......................................................................... 37 2.1.2 International Trade Structure and Development ................................................................... 40 2.1.3 World Trade in Services............................................................................................................. 42 2.1.4 World Trade Territorial Structure ............................................................................................ 42 2.1.5 Regional and Inter-Regional Merchandise Trade................................................................... 44 2.1.6 The Impacts of the Global Economic Crisis on Selected Segments of the World Trade in Commodities.......................................................................................................................... 45 2.2 Visegrad Countries and Global Economy Development.................................................................... 49 2.2.1 V4 – Visegrad Group.................................................................................................................. 49 2.2.2 Visegrad Countries Trade Development and Trade Competitiveness ................................ 52 Summary ........................................................................................................................................................... 57 Literature ............................................................................................................................................................ 58 Chapter 3 Political Risk in International Business ...........................................................................................61 Introduction....................................................................................................................................................... 62 3.1 Political Risk .......................................................................................................................................... ...62 3.2 Political Risk Assessment – Key Steps .................................................................................................. 65 Summary ............................................................................................................................................................ 67 Literature ............................................................................................................................................................ 68 Contents 6  Chapter 4 Culture and Business: Within and Beyond Visegrad Borders.........................................................69 Introduction....................................................................................................................................................... 70 4.1 Culture and Its Impact on International Marketing Activities........................................................... 71 4.2 Elements of Culture.................................................................................................................................. 73 4.2.1 Technology and Material Culture............................................................................................. 73 4.2.2 Language ..................................................................................................................................... 74 4.2.3 Aesthetics .................................................................................................................................... 76 4.2.4 Education .................................................................................................................................... 79 4.2.5 Religion..... ................................................................................................................................... 80 4.2.5.1 Christianity .................................................................................................................... 82 4.2.5.2 Islam................................................................................................................................ 84 4.2.5.3 Buddhism ....................................................................................................................... 88 4.2.5.4 Hinduism........................................................................................................................ 91 4.2.5.5 Judaism ........................................................................................................................... 94 4.2.6 Attitudes and Values .................................................................................................................. 96 4.2.7 Social Organization .................................................................................................................... 98 Summary ............................................................................................................................................................ 98 Further Recommended Readings ................................................................................................................... 99 Literature ............................................................................................................................................................ 99 Review Marketing Concepts.......................................................................................................................... 101 Part III RESEARCH METHODO LOGY AND EURO PEANIZATION .......................................................103 Chapter 5 International Marketing Research..................................................................................................105 Introduction..................................................................................................................................................... 106 5.1 Defining of International Marketing Research................................................................................... 106 5.2 Marketing Research at Global and European Environment............................................................. 108 5.2.1 Multicultural Research............................................................................................................. 110 5.2.2 Importance of Research for International Marketing Decision ......................................... 111 5.3 Designing of International Marketing Research ................................................................................ 112 5.4 Sources of Market Research – Secondary and Primary Data ........................................................... 113 5.4.1 Secondary Data ......................................................................................................................... 114 5.4.2 Primary Data and Neuromarketing Research....................................................................... 114 Summary .......................................................................................................................................................... 117 Further Recommended Readings ................................................................................................................. 118 Literature .......................................................................................................................................................... 118 Chapter 6 Research Methodology and Practical Implementation in International Business ........................121 Introduction..................................................................................................................................................... 122 6.1 Business Research................................................................................................................................... 122 6.2 Quantitative versus Qualitative Researches....................................................................................... 123 6.2.1 Qualitative Research................................................................................................................. 124 6.2.2 Quantitative Research .............................................................................................................. 125 6.3 Research Methods of Quantitative and Qualitative Research .......................................................... 127 Contents  7 6.3.1 Methods of Quantitative Research ......................................................................................... 128 6.3.2 Methods of Qualitative Research............................................................................................ 129 6.3.3 New Technologies of International Marketing Research ................................................... 131 Summary .......................................................................................................................................................... 132 Further Recommended Readings ................................................................................................................. 133 Literature .......................................................................................................................................................... 133 Chapter 7 Market entry modes for international businesses..........................................................................135 Introduction..................................................................................................................................................... 136 7.1 Exporting Modes.... ................................................................................................................................ 136 7.2 Contractual Modes ................................................................................................................................ 140 7.3 Investment Modes ................................................................................................................................. 141 7.4 Entry Mode Choice ............................................................................................................................... 143 Summary .......................................................................................................................................................... 146 Further Recommended Readings ................................................................................................................. 147 Literature .......................................................................................................................................................... 147 Part IV INTERNATIONAL MARKETING PROGRA M .............................................................................149 Chapter 8 International Product Policy and Innovations for Visegrad Countries.........................................151 Introduction..................................................................................................................................................... 152 8.1 Product Strategies on International Market........................................................................................ 152 8.2 Branding on the International Market................................................................................................. 154 8.3 Country of Origin Effect ....................................................................................................................... 157 8.4 Product Packaging.................................................................................................................................. 160 8.5 The Term of Innovation and Classification of Product Innovations............................................... 161 8.6 Sources of Ideas for New Products....................................................................................................... 164 8.7 Process of New Product Development ................................................................................................ 165 8.8 Factors of New Product Failure and Success on the Market............................................................. 167 8.9 Strategies of Product Innovation in the International Environment............................................... 169 Summary .......................................................................................................................................................... 173 Further Recommended Readings ................................................................................................................ 174 Literature .......................................................................................................................................................... 174 Chapter 9 International Pricing Policy ............................................................................................................177 Introduction..................................................................................................................................................... 178 9.1 Definition of Pricing and Related Terms ............................................................................................ 178 9.2 Pricing Strategies .. ................................................................................................................................. 182 9.3 Payment Methods and Delivery Terms .............................................................................................. 186 9.4 Countertrade Operations ..................................................................................................................... 179 Summary ......................................................................................................................................................... 191 Further Recommended Readings ................................................................................................................ 191 Literature .......................................................................................................................................................... 191 Contents 8  Chapter 10 Distribution Policy in Theory and Practice.....................................................................................193 Introduction..................................................................................................................................................... 194 10.1 Levels and Types of Distribution.......................................................................................................... 194 10.2 International Distribution Channels ................................................................................................... 197 10.3 Selected Aspects of Retailing Across the World ................................................................................ 201 Summary .......................................................................................................................................................... 205 Further Recommended Readings ................................................................................................................. 206 Literature .......................................................................................................................................................... 206 Chapter 11 Marketing Communication in Theory and Practice.......................................................................209 Introduction..................................................................................................................................................... 210 11.1 Marketing Communication, International Marketing Communication and Integrated Marketing Communication .................................................................................................................. 210 11.2 Tools of International Marketing Communication ........................................................................... 213 11.3 Media Planning, Media Plan and Budget Plan................................................................................... 219 Summary .......................................................................................................................................................... 221 Further Recommended Readings ................................................................................................................. 222 Literature .......................................................................................................................................................... 222 Part V COORDINATION OF MARKETING ACTIVITIES INTERNATIONA LLY.................................225 Chapter 12 Planning, Organization and Control of the International Marketing Operations........................227 Introduction..................................................................................................................................................... 228 12.1 Planning of the International Marketing Operations........................................................................ 228 12.1.1 Types of Planning in Marketing Business Activities............................................................ 229 12.1.2 The International Planning Process ....................................................................................... 230 12.2 Organization of the International Marketing Operations................................................................. 233 12.2.1 Types of Organisation in Marketing Business Activities..................................................... 235 12.3 Control of the International Marketing Operations.......................................................................... 237 12.3.1 Types of Controls in Marketing Business Activities ............................................................ 238 Summary .......................................................................................................................................................... 239 Further Recommended Readings ................................................................................................................. 240 Literature .......................................................................................................................................................... 240 CASE STUDY I: Marketing Planning and Organization Activities one of the Biggest World Coffee Franchising – Starbucks Coffee in V4 Countries........................................................................................ 241 Part VI CHALLENG ES FOR VISEGRAD AND THE WORLD: LESS DEVELOPED AND EMERGING MARKETS.........................................................................................................249 Chapter 13 Selected Issues of Doing Business and Marketing in Less Developed and Emerging Markets .....251 Introduction..................................................................................................................................................... 252 13.1 Basic Characteristics and Classification of Emerging Markets ....................................................... 252 Contents  9 13.1.1 Market Potential Index (MPI)................................................................................................. 255 13.1.2 S & P Emerging BMI................................................................................................................ 257 13.1.3 FTSE International Country Classification........................................................................... 258 13.1.4 MSCI Emerging Markets Indices ........................................................................................... 260 13.2 Poverty and Least Developed Markets ................................................................................................ 263 13.3 Emerging and Less Developed Markets as a Challenge for Marketing and Business................... 264 13.4 Marketing in Poverty ............................................................................................................................. 267 Summary .......................................................................................................................................................... 274 Further Recommended Reading................................................................................................................... 274 Literature ......................................................................................................................................................... 274 Part VII SELECTED ISSUES OF VISEGRAD PROFILE: POLAND, SLOVAK REPUBLIC, HUNGARY , CZECH REPUBLIC .........................................................................................................................279 Chapter 14 Selected Aspects of Doing Business in Visegrad Countries............................................................281 14.1 Rzeczpospolita Polska – Republic of Poland ...................................................................................... 282 14.1.1 Macroeconomic overview of Polish economy ..................................................................... 283 14.1.2 Socio-Cultural Aspects of Doing Business in Poland ......................................................... 285 14.1.3 Legal Forms of Business Units ............................................................................................... 286 14.1.4 Formal and Fiscal Aspects of Doing Business in Poland .................................................... 290 14.2 Slovenská republika – Slovak Republic................................................................................................ 292 14.2.1 Selected Aspects of Consumer Behavior at the Food Market in Slovakia......................... 294 14.3 Magyarország – Hungary ...................................................................................................................... 298 14.3.1 Economic Indicators of Hungary ........................................................................................... 298 14.3.2 Demographic Indicators of Hungary..................................................................................... 300 14.3.3 Doing Business in Hungary..................................................................................................... 300 14.4 Česká republika – Czech Republic....................................................................................................... 304 14.4.1 The Business Environment in Czech Republic ..................................................................... 306 Literature .......................................................................................................................................................... 307 Contents 10  Preface  11 Preface The main objective of the book “International Marketing: Within and Beyond Visegrad Borders” is to provide a comprehensive overview on the topic of international marketing from the viewpoint of issues related to the V4 countries, namely the Czech Republic, Hungary, Poland and Slovakia. This publication is based on qualified contributions of experts in the field of international marketing and business. The team of 14 authors includes university staff from 6 universities in Visegrad region – the Czech University of Life Sciences in Prague and Private College of Economics in Znojmo (Czech Republic), Szent István University in Gödöllő (Hungary), the University of Agriculture in Krakow and the Krakow University of Economics (Poland), the Slovak University of Agriculture in Nitra (Slovakia) – and one university beyond Visegrad boarders – Kazakh National Agrarian University in Almaty (Kazakhstan). The book contains issues related to international marketing as well as practical and deeper insights from V4 countries and global perspective in each chapter, some of them illustrated on case studies originated from this region. Thematically, the book is divided into 7 parts and 14 chapters. The first chapter gives an overview about international marketing and V4 implications from local to global viewpoint emphasizing the motives for doing business internationally. The following three chapters are dedicated to the elements of business environment. In chapters 5 and 6, research methodology and practical implementation in international business are explained. Chapter 7 discusses the Europeanization of SME and market entry modes. The book continues with four chapters related to marketing mix tools including topics as international product policy and developing innovative and new products for V4 countries, followed by international pricing policy, distribution and communication policy. Chapter 12 is devoted to the issues of planning, organization and control of international marketing operations. In Chapter 13 the authors respond to the existing challenges stemming from the expansion and trade cooperation with less developed and emerging countries. The final part of the textbook is very specific, as it is focused on selected market indicators of individual V4 countries which gives the reader a picture of the conditions and opportunities for business in the region. I believe that this book presented on approximately 300 pages will provide the reader (university students, scholars, professionals) with theoretical knowledge necessary for an in-depth understanding of international marketing issues at the level of theory and some practical examples originated in Visegrad but also other regions and countries, to enrich their knowledge and understanding of this topic from a complex viewpoint. Publishing of the book was supported by the IVF project VUSG No. “International Marketing: A Visegrad Perspective.” The book also presents some research studies, resulting from the research project VEGA supported by the Ministry of Education, Science, Research and Sport of the Slovak