07284cam a2200421 a 4500 1811855 BD-DhUL 20161226131831.0 980310s1997 it a bs i001 0 eng d 98142645 9285110045 9251040133 (OCoLC)38578238 1811855 LC eng BD-DhUL LC ANL lccopycat HD9000.5 .C27 1997 658.848 LAG Carter, S. Lamont, Douglas. Global marketing / Lamont, Douglas. Rome : Food and Agriculture Organization of the United Nations, c1996. viii, 305 p. : ill. ; 30 cm. Marketing and agribusiness texts ; 3 "Prepared by the project Network and Centre for Agricultural Marketing Training in Eastern and Southern Africa"--P. i. "Previously been issued as ISBN 9285110045 by the FAO Regional Office for Africa"--T.P. verso. Includes bibliographical references and index. Machine derived contents note: Preface -- Chapter 1 -- Introduction To Global Marketing 1 -- Chapter Objectives 1 -- Structure Of The Chapter 1 -- T'he evolution of global marketing 2 -- The international economic system 10 -- Impetus to global marketing involvement 11 -- Planning to meet the opportunities and challenges -- of global marketing 12 -- Framework for international analysis 14 -- Product life/market life cycle 16 -- Chapter Summary 18 -- Key Terms 18 -- Review Questions 18 -- Review Question Answers 19 -- References 19 -- Chapter 2 -- The Economic Environment 21 -- Chapter Objectives 21 -- Structure Of The Chapter 21 -- Overview 22 -- The global economy 22 -- Chapter Summary 29 -- Review Question Answers 30 -- References 31 -- Appendix 2A -- European Union 32 -- Consumers 34 -- The changing structure of the retail trade -- Changes to the wholesale trade 34 -- Packing requirements for self-service 35 -- Market overview 35 -- Barriers to trade in the EU 38 -- Appendix 2B -- Southern African Development Community 45 -- Historical development 4,5 -- Appendix 2C -- The Preferential Trade Area Of Eastern And -- Southern Africa 55 -- Institutions of the PTA 59 -- Chapter 3 -- The Cultural Environment 64 -- Chapter Objectives 64 -- Structure Of The Chapter 64 -- What is culture 65 -- The elements of culture 68 -- Chapter Summary 71 -- Key Terms 72 -- Review Questions 72 -- Review Question Answers 72 -- References 73 -- Chapter 4 -- The Legal, Political Trade Environment 75 -- Chapter Objectives 75 -- Structure Of The Chapter 75 -- Laws, rules, and standards 76 -- Issues 76 -- The political environment 77 -- The legal environment 79 -- Terms of access 80 -- Winds of change 87 -- Chapter Summary 88 -- Key Terms 88 -- Review Questions 88 -- Review Questions Answers 88 -- Chapter 5 -- Identifying Market Opportunities Through Marketing -- Information Systems And Research -- 94 -- Chapter Objectives 94 -- Structure Of The Chapter 94 -- Elements of the information system 95 -- Sources of global information 97 -- Chapter Summary 104 -- Key Terms 104 -- Review Question 104 -- Review Question Answers 104 -- References 106 -- Chapter 6 -- A Competitive Analysis And Strategy 107 -- Chapter Objectives 107 -- Structure Of The Chapter 107 -- Competition 108 -- Industry analysis 108 -- Competitive strategy 113 -- Sourcing 114 -- Chapter Summary 115 -- Key Terms 115 -- References 116 -- Bibliography 116 -- Chapter 7 -- Market Entry Strategies 117 -- Chapter Objectives 117 -- Structure Of The Chapter 117 -- Entry strategies 120 -- Special features of commodity trade 129 -- Chapter Summary 131 -- Key Terms 131 -- Review Questions 131 -- Review Question Answers 131 -- References 134 -- Bibliography 134 -- Chapter 8 -- Product Decisions 135 -- Chapter Objectives 135 -- Structure Of The Chapter 135 -- Basic concepts 136 -- Product design 136 -- Production decisions 137 -- Branding and trademarks 139 -- Chapter Summary 143 -- Key Terms 143 -- Review Questions 144 -- Review Question Answers 144 -- References 145 -- Bibliography 145 -- Chapter 9 -- Pricing And Financing 136 -- Chapter Objectives 136 -- Structure Of The Chapter 136 -- The international financial system 137 -- Pricing products 139 -- Global pricing 142 -- Financing of exports 142 -- Malawi - Export Credit Guarantee System 143 -- Pre- and Post-Shipment Support Facility 145 -- Currency transactions. 149 -- Option 151 -- Concluding comments 152 -- Chapter Summary 152 -- Key Terms 153 -- Review Questions 153 -- References 155 -- Bibliography 155 -- Chapter 10 -- Distribution Decisions 156 -- Chapter Objectives 156 -- The Structure Of The Chapter 156 -- Channels 157 -- Channel structure 158 -- Cotton marketing 161 -- Physical distribution 166 -- East Africa horticulture marketing 166 -- Chapter Summary 172 -- Key Terms 172 -- Review Questions 172 -- Review Question Answers 173 -- References 174 -- Bibliography 174 -- Chapter 11 -- Promotion Decisions 175 -- Chapter Objectives 175 -- Structure Of The Chapter 175 -- The nature of global promotion 176 -- Global promotion 176 -- Campaign design 177 -- Chapter Summary 179 -- Key Terms 179 -- Review Questions 180 -- Review Question Answers 180 -- Carmel of Israel 181 -- References 185 -- Bibliography -- Chapter 12 -- Global Marketing& Logistics - Access And Documentation 186 -- Chapter Objectives 186 -- Structure Of The Chapter 186 -- Complexity 187 -- Terms of access 187 -- International trade 189 -- Special trade terms in export sales 191 -- Export documentation 196 -- Commercial documents 197 -- Official documents 198 -- insurance documents 199 -- Transport documents 200 -- Financial and financing documents 202 -- Export financing 204 -- Collection arrangements 204 -- Letters of credit 205 -- Conflict of law 206 -- Chapter Summary 208 -- Key Terms 208 -- Review Questions 208 -- Review Question Answers 208 -- References 210 -- Bibliography 210 -- Chapter 13 -- Organising, Planning And Controlling Global -- Marketing Operations 211 -- Objectives Of The Chapter 211 -- Structure Of The Chapter 211 -- Agricultural systems organisation, coordination and -- performance overview 212 -- Global marketing planning 215 -- Global marketing control 218 -- Formal control methods 219 -- Informal control method 219 -- Variables influencing control 219 -- Chapter Summary 221 -- Review Questions 221 -- Review Question Answers 221 -- Fruit and vegetables marketing - the future 224 -- Key statistical data on horticutural marketing 230 -- References -- Bibliography 235 -- Appendix 13A -- Export control - The Malawi case 246 -- Glossary of marketing terms 249 -- Index 265. Farm produce Marketing Management. Produce trade Management. Agricultural industries Management. Agriculture Economic aspects. Food and Agriculture Organization of the United Nations Network and Centre for Agricultural Marketing Training in Eastern and Southern Africa. 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