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Global High-Tech Marketing : An Introduction for Technical Managers and Engineers - Jules E. Kadish

Global High-Tech Marketing

An Introduction for Technical Managers and Engineers

Hardcover

Published: 19th January 1993
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Export marketing holds the promise of vastly increased sales and market share for companies of all sizes. This book gives you the tools you need to go from ground zero -- virtually no experience in international marketing -- to the point where you can confidently pull together an effective plan for marketing your products overseas.

Prefacep. ix
Introductionp. xi
Strategy and Organizationp. 1
The Experience Curvep. 1
The Ecological Viewp. 3
The Market Segment and Strategyp. 4
The Product Life Cyclep. 6
Product Portfoliop. 7
The Excellent Companiesp. 10
The Role of Top Managementp. 12
Planning and the Marketing Programp. 13
Organizationp. 16
Organization Typesp. 16
The Marketing Departmentp. 18
Multinationalsp. 20
Global Marketingp. 21
International Marketing and Competitionp. 23
High-Tech Versus Low-Tech Marketingp. 26
Summaryp. 27
Referencesp. 28
The Profit Impact of Marketing Strategyp. 29
Originsp. 29
The PIMS Databasep. 30
Analysis Techniquesp. 31
Objectivesp. 32
Methodologyp. 33
Some General PIMS Principlesp. 36
The Strategic Business Unit and Par ROIp. 39
Comparing SBUs: Strategic Look-Alikesp. 39
The Course of Action Suggested by PIMSp. 41
The Relationship Between Business Factors and Profitp. 42
Portfolio Managementp. 44
PIMS and Global Strategyp. 45
Summaryp. 47
Referencesp. 47
Channels of Distributionp. 49
Financial Considerationsp. 49
Direct Exportp. 51
Agents and Distributorsp. 52
Finding a Foreign Representativep. 53
Important Criteria for Selecting a Foreign Representativep. 54
What Foreign Representatives Must Do for Companiesp. 54
What Companies Must Do for Foreign Representativesp. 55
Motivating Foreign Representativesp. 55
Legal Considerationsp. 56
Working With Agents and Distributorsp. 57
Subsidiariesp. 58
The Inherent Conflict in Matrix Organizationsp. 59
Conflict Resolutionp. 61
Consortiap. 62
Joint Venturesp. 63
Licensingp. 64
Summaryp. 65
Referencesp. 66
Selling to Foreign Marketsp. 67
High-Tech Sales Engineersp. 67
Languagep. 68
Assessing the Competitionp. 69
Establishing Trustp. 71
Technical Sellingp. 74
Understanding the Customer's Problemp. 74
Understanding the Technical Features of the Productp. 76
Understanding the Technical Level of the Customerp. 78
Preparing the Technical Proposalp. 78
The Sales Cyclep. 79
Stimulating the Marketp. 80
Generating and Refining a Databasep. 82
Qualifying Customers and Determining Selling Strategiesp. 83
Selling Effortsp. 84
Quantifying Probability and Timingp. 84
Existing Customersp. 86
Licensing as a Method of Sellingp. 87
Giftsp. 88
Trainingp. 94
The Foreign Representativep. 95
Service and the Service Organizationp. 95
Employee Consideration, Motivation, and Rewardsp. 97
The Inverted Pyramidp. 99
Bonus Policyp. 101
An Example of a Bonus Policyp. 102
Summaryp. 104
Referencesp. 104
Three Marketing Casesp. 105
Case 1: Elektrolipa Marketing Channels in Scandinaviap. 106
Elektrolipa Case Discussionp. 108
Case 2: Interactive Computer Systems (I.C.S.)p. 111
ICS Case Discussionp. 120
Case 3: Telesatp. 121
Telesat Case Discussionp. 150
Conclusionp. 153
Sources for Marketing Informationp. 155
Selected List of Trade Directory Publishersp. 155
International Organizationsp. 156
The PIMS Databasep. 159
Other Marketing Databasesp. 159
Standardsp. 160
Summaryp. 160
A Typical Foreign Representative Agreementp. 161
An Introduction to Finance for Marketersp. 171
The Income Statementp. 172
Orders, Backlog, and Salesp. 173
Cost of Salesp. 173
Gross Marginp. 173
Direct Overhead Costsp. 174
Indirect Overhead Costsp. 174
Interestp. 175
Profit Before Tax, Tax, and Profit After Taxp. 175
The Balance Sheetp. 175
Total and Current Assetsp. 175
Total and Current Liabilitiesp. 176
Equity and Return on Equityp. 176
A Typical Balance Sheetp. 177
Investment and Return on Investmentp. 177
Asset Management and Return on Assetsp. 178
The Funds-Flow Statementp. 178
Some Overall Business Considerationsp. 180
The Break-Even Chartp. 180
The Current Ratiop. 182
Working Capitalp. 182
Inventoryp. 184
Marketing Costsp. 185
Research and Development Costsp. 186
Accounts Receivablep. 186
Summaryp. 186
Suggested Readingsp. 187
Indexp. 189
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780890067048
ISBN-10: 089006704X
Series: Professional Development Library
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 212
Published: 19th January 1993
Publisher: Artech House Publishers
Country of Publication: US
Dimensions (cm): 22.9 x 15.2  x 1.5
Weight (kg): 0.48