| Preface | p. ix |
| Introduction | p. xi |
| Strategy and Organization | p. 1 |
| The Experience Curve | p. 1 |
| The Ecological View | p. 3 |
| The Market Segment and Strategy | p. 4 |
| The Product Life Cycle | p. 6 |
| Product Portfolio | p. 7 |
| The Excellent Companies | p. 10 |
| The Role of Top Management | p. 12 |
| Planning and the Marketing Program | p. 13 |
| Organization | p. 16 |
| Organization Types | p. 16 |
| The Marketing Department | p. 18 |
| Multinationals | p. 20 |
| Global Marketing | p. 21 |
| International Marketing and Competition | p. 23 |
| High-Tech Versus Low-Tech Marketing | p. 26 |
| Summary | p. 27 |
| References | p. 28 |
| The Profit Impact of Marketing Strategy | p. 29 |
| Origins | p. 29 |
| The PIMS Database | p. 30 |
| Analysis Techniques | p. 31 |
| Objectives | p. 32 |
| Methodology | p. 33 |
| Some General PIMS Principles | p. 36 |
| The Strategic Business Unit and Par ROI | p. 39 |
| Comparing SBUs: Strategic Look-Alikes | p. 39 |
| The Course of Action Suggested by PIMS | p. 41 |
| The Relationship Between Business Factors and Profit | p. 42 |
| Portfolio Management | p. 44 |
| PIMS and Global Strategy | p. 45 |
| Summary | p. 47 |
| References | p. 47 |
| Channels of Distribution | p. 49 |
| Financial Considerations | p. 49 |
| Direct Export | p. 51 |
| Agents and Distributors | p. 52 |
| Finding a Foreign Representative | p. 53 |
| Important Criteria for Selecting a Foreign Representative | p. 54 |
| What Foreign Representatives Must Do for Companies | p. 54 |
| What Companies Must Do for Foreign Representatives | p. 55 |
| Motivating Foreign Representatives | p. 55 |
| Legal Considerations | p. 56 |
| Working With Agents and Distributors | p. 57 |
| Subsidiaries | p. 58 |
| The Inherent Conflict in Matrix Organizations | p. 59 |
| Conflict Resolution | p. 61 |
| Consortia | p. 62 |
| Joint Ventures | p. 63 |
| Licensing | p. 64 |
| Summary | p. 65 |
| References | p. 66 |
| Selling to Foreign Markets | p. 67 |
| High-Tech Sales Engineers | p. 67 |
| Language | p. 68 |
| Assessing the Competition | p. 69 |
| Establishing Trust | p. 71 |
| Technical Selling | p. 74 |
| Understanding the Customer's Problem | p. 74 |
| Understanding the Technical Features of the Product | p. 76 |
| Understanding the Technical Level of the Customer | p. 78 |
| Preparing the Technical Proposal | p. 78 |
| The Sales Cycle | p. 79 |
| Stimulating the Market | p. 80 |
| Generating and Refining a Database | p. 82 |
| Qualifying Customers and Determining Selling Strategies | p. 83 |
| Selling Efforts | p. 84 |
| Quantifying Probability and Timing | p. 84 |
| Existing Customers | p. 86 |
| Licensing as a Method of Selling | p. 87 |
| Gifts | p. 88 |
| Training | p. 94 |
| The Foreign Representative | p. 95 |
| Service and the Service Organization | p. 95 |
| Employee Consideration, Motivation, and Rewards | p. 97 |
| The Inverted Pyramid | p. 99 |
| Bonus Policy | p. 101 |
| An Example of a Bonus Policy | p. 102 |
| Summary | p. 104 |
| References | p. 104 |
| Three Marketing Cases | p. 105 |
| Case 1: Elektrolipa Marketing Channels in Scandinavia | p. 106 |
| Elektrolipa Case Discussion | p. 108 |
| Case 2: Interactive Computer Systems (I.C.S.) | p. 111 |
| ICS Case Discussion | p. 120 |
| Case 3: Telesat | p. 121 |
| Telesat Case Discussion | p. 150 |
| Conclusion | p. 153 |
| Sources for Marketing Information | p. 155 |
| Selected List of Trade Directory Publishers | p. 155 |
| International Organizations | p. 156 |
| The PIMS Database | p. 159 |
| Other Marketing Databases | p. 159 |
| Standards | p. 160 |
| Summary | p. 160 |
| A Typical Foreign Representative Agreement | p. 161 |
| An Introduction to Finance for Marketers | p. 171 |
| The Income Statement | p. 172 |
| Orders, Backlog, and Sales | p. 173 |
| Cost of Sales | p. 173 |
| Gross Margin | p. 173 |
| Direct Overhead Costs | p. 174 |
| Indirect Overhead Costs | p. 174 |
| Interest | p. 175 |
| Profit Before Tax, Tax, and Profit After Tax | p. 175 |
| The Balance Sheet | p. 175 |
| Total and Current Assets | p. 175 |
| Total and Current Liabilities | p. 176 |
| Equity and Return on Equity | p. 176 |
| A Typical Balance Sheet | p. 177 |
| Investment and Return on Investment | p. 177 |
| Asset Management and Return on Assets | p. 178 |
| The Funds-Flow Statement | p. 178 |
| Some Overall Business Considerations | p. 180 |
| The Break-Even Chart | p. 180 |
| The Current Ratio | p. 182 |
| Working Capital | p. 182 |
| Inventory | p. 184 |
| Marketing Costs | p. 185 |
| Research and Development Costs | p. 186 |
| Accounts Receivable | p. 186 |
| Summary | p. 186 |
| Suggested Readings | p. 187 |
| Index | p. 189 |
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