TABLE OF CONTENTS
Introduction…………………………………………………………………………………………………….…… ii
Part 1: Introduction to International Marketing
Chapter 1 Scope, Concepts, and Drivers of International Marketing………………1
Part 2: The International Marketing Environment
Chapter 2 An Overview of the International Marketing Environment……………..11
Part 3: International Marketing Strategy Decisions
Chapter 6 International Marketing Research: Practices and Challenges……………64
Part 4: Managing the International Marketing Mix
Chapter 9 Products and Services: Branding in International Markets………………97
Chapter 10 International Product and Service Strategies……………………………106
Part 5: International Marketing Strategy: Implementation
Chapter 17 Organizing and Controlling International Marketing Operations and
Perspectives for the Future……………………………………………..170
Sample Syllabi………………………………………………………………………….177
INTRODUCTION
How to Use This Instructor’s Manual
This third edition of International Marketing provides instructors with a complete
package of teaching aids. This instructor’s manual is one component of the instructor’s
Learning Objectives
The learning objectives provided at the beginning of each chapter match the Chapter
objectives listed at the beginning of each chapter in the textbook. These objectives should
Chapter Spotlights
The Chapter Spotlight is a brief summary, in bullet form, of the key points of each
Chapter Outline and Lecture
The Chapter outline is designed to provide lecture notes for the instructor. Key points and
Key Terms
Definitions for key terms are provided in this Instructor’s Manual in each chapter. By
providing this information in each chapter, it will be a ready reference for the instructor
Review Questions
In-depth answers to each chapter’s review questions are provided in the Instructor’s
Manual. Instructors may wish to use the questions as assignments and, subsequently,
provide the answers to the students.
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Discussion Questions
Suggested answers are provided for the Discussion Questions to guide the instructor’s
thinking and give the instructor an idea of how he or she could guide student responses.
Keep in mind that for many questions there are no right or wrong answers. Student
Cases
Suggested answers are provided for each question in the cases. While many questions
Final Notes
I would like to thank you for using the International Marketing textbook in your
classroom. I hope you find this Instructor’s Manual as asset and a guide to teaching of
your International Marketing course.
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