"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.