Sample Outline for an Export Plan (Source: www.export.gov) Is you company's management committed to pursue exporting operations? Make sure you've answered the following questions. Table of Contents Executive Summary (one or two pages maximum) Introduction: Why This Company Should Export Part I Export Policy Commitment Statement Part II Situation/Background Analysis  Product or Service  Operations  Personnel and Export Organization  Resources of the Firm  Industry Structure, Competition, and Demand Part III Marketing Component  Identifying, Evaluating, and Selecting Target Markets  Product Selection and Pricing  Distribution Methods  Terms and Conditions  Internal Organization and Procedures  Sales Goals: Profit and Loss Forecasts Part IV Tactics: Action Steps  Primary Target Countries  Secondary Target Countries  Indirect Marketing Efforts Part V Export Budget  Pro Forma Financial Statements Part VI Implementation Schedule  Follow-up  Periodic Operational and Management Review (Measuring Results Against Plan)  and Projected  Background Facts InternatIonal MarketIng and export ManageMent Gerald Albaum Edwin Duerr Seventh Edition www.pearson-books.com Front cover image: © Getty Images In ter n atIo n a l M a r k etIn g a n d ex po r t M a n a g eM en t Albaum Duerr Seventh EditionInternatIonal MarketIng and export ManageMent Gerald Albaum Edwin Duerr Seventh Edition International Marketing and Export Management offers an accessible and authoritative perspective on international marketing with a strong export management orientation, comprehensively describing the evolving competitive landscape as created by technological advances and international trade patterns. The seventh edition retains its clear and informed coverage of the opportunities for companies of all sizes and in all industries in the export of goods, services, intellectual property and business models. Written in a no-nonsense style, the book has been updated to offer the most current discussion of the literature in the area, as well as new and engaging cases and examples in every chapter. Key features include: • Updated to take account of the global economic crisis • New case studies including BP’s problems in the Gulf of Mexico and Toyota’s worldwide recalls, along with more practical examples and vignettes throughout the text • Increased coverage of the service sector • New material on the increased importance of the BRIC countries (Brazil, Russia, India and China) and their rapid export-led growth • Greater emphasis on corporate social responsibility and ethics About the authors Gerald Albaum is Research Professor at the Robert O. Anderson Schools of Management, University of New Mexico, and Professor Emeritus of Marketing at the University of Oregon, USA. He is also Senior Research Fellow at the IC2 Institute, Univer.

1. Sample Outline for an Export Plan (Source: www.export.gov)
Is you company's management committed to pursue exporting
operations? Make sure you've answered
the following questions.
Table of Contents
Executive Summary (one or two pages maximum)
Introduction: Why This Company Should Export
Part I
Export Policy Commitment Statement
Part II
Situation/Background Analysis
n

2. Part III
Marketing Component
nternal Organization and Procedures
Part IV
Tactics: Action Steps
Part V
Export Budget
tements
Part VI
Implementation Schedule

3. -up
Results Against Plan)
InternatIonal MarketIng
and export ManageMent
Gerald Albaum
Edwin Duerr
Seventh Edition
www.pearson-books.com
Front cover image: © Getty Images
In
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atIo

4. n
a
l M
a
r
k
etIn
g
a
n
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ex
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t M
a
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en
t

5. Albaum
Duerr
Seventh
EditionInternatIonal MarketIng and export ManageMent
Gerald Albaum Edwin Duerr
Seventh Edition
International Marketing and Export Management offers an
accessible and authoritative perspective on
international marketing with a strong export management
orientation, comprehensively describing the
evolving competitive landscape as created by technological
advances and international trade patterns.
The seventh edition retains its clear and informed coverage of
the opportunities for companies of all sizes
and in all industries in the export of goods, services, intellectual
property and business models.
Written in a no-nonsense style, the book has been updated to
offer the most current discussion of the
literature in the area, as well as new and engaging cases and
examples in every chapter.
Key features include:
• Updated to take account of the global economic crisis
• New case studies including BP’s problems in the Gulf of
Mexico and Toyota’s worldwide
recalls, along with more practical examples and vignettes
throughout the text
• Increased coverage of the service sector

6. • New material on the increased importance of the BRIC
countries (Brazil, Russia, India and
China) and their rapid export-led growth
• Greater emphasis on corporate social responsibility and ethics
About the authors
Gerald Albaum is Research Professor at the Robert O. Anderson
Schools of Management, University of
New Mexico, and Professor Emeritus of Marketing at the
University of Oregon, USA. He is also Senior
Research Fellow at the IC2 Institute, University of Texas,
Austin, USA. He has been a visiting professor and
scholar at universities in Canada, Denmark, New Zealand,
Australia, Turkey, France, Finland and Hong
Kong.
Edwin Duerr is Professor Emeritus of International Business at
San Francisco State University, USA.
He has been a visiting professor at universities in Japan, Brazil,
Germany, Denmark, Sweden and the
Netherlands, and has extensive consulting business around the
globe. He is also Senior Editor of The
Journal of International Business and Economy.
The book is ideal for undergraduate and postgraduate students
taking modules in International Marketing
and Export Marketing/International Trade. It will also be used
as a supplementary text on International
Business courses.
CVR_ALBA3880_07_SE_CVR.indd 1 20/04/2011 15:09

7. International Marketing
and Export Management
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Gerald Albaum
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Edwin Duerr
San Francisco State University, USA
International Marketing
and Export Management
Seventh Edition

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First published 1989
Second edition published 1994
Third edition published 1998
Fourth edition published 2002
Fifth edition published 2005
Sixth edition published 2008
Seventh edition published 2011
© Addison-Wesley Publishers Limited 1989, 1994
© Gerald Albaum, Edwin Duerr and Jesper Strandskov 1998,
2008, 2011
The rights of Gerald Albaum, Edwin Duerr and Jesper
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ISBN: 978-0-273-74388-0
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British
Library
Library of Congress Cataloging-in-Publication Data
Albaum, Gerald S.
International marketing and export management / Gerald
Albaum,
Edwin Duerr. — 7th ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-273-74388-0 (pbk.)
1. Export marketing—Management. I. Duerr, Edwin. II. Title.
HF1416.I617 2011
658.8'4—dc22
2011001761
10 9 8 7 6 5 4 3 2 1

10. 16 15 14 13 12 11
Typeset in Book Antiqua 10/12.5 by 73
Printed and bound in Great Britain by Ashford Colour Press
Ltd, Gosport, Hampshire
The publisher’s policy is to use paper manufactured from
sustainable forests.
Dedication
To my wife, Carol, whose support and encouragement have
sustained me in my continuing research and through seven
editions of International Marketing and Export Management.
Gerald Albaum
To Mitsuko Saito Duerr, my wife and companion in life in
teaching,
consulting, writing and international adventures.
Edwin Duerr
Preface xvii
About the authors xxii
List of abbreviations xxiii
Publisher’s acknowledgements xxviii

11. 1 International marketing and exporting 1
2 Bases of international marketing 102
3 The international environment: culture; economic
forces; and competition 174
4 The international environment: government, political
and legal forces 217
5 Market selection: definition and strategies 262
6 Information for international market(ing) decisions 322
7 Market entry strategies 391
8 Export entry modes 442
9 Nonexport entry modes 512
10 Product decisions 580
11 Pricing decisions 670
12 Financing and methods of payment 730
13 Promotion and marketing communication 774
14 Supply chain management/logistics and handling
export orders 854
15 Organization of international marketing activities 921
Glossary 959
Index 974

12. Brief contents
vii
Preface xvii
About the authors xxii
List of abbreviations xxiii
Publisher’s acknowledgements xxviii
1 International marketing and exporting 1
Introduction 2
Reasons why rapid growth in international business
will resume 7
Increasing competitive demands on business world wide 14
Problems and needs 17
Being effective: the nature and practice of international
marketing 21
Export marketing planning and strategy 33
The Internet, the World Wide Web, and e-business 42
The impact of technology 48

13. Entrepreneurial approaches to international marketing 51
The growth of non-traditional exports 54
Purpose and approach of the book 60
Appendix The worldwide recession of 2007–2010 61
Questions for discussion 63
References 64
Further reading 68
Case study 1.1 Voice4u 68
Case study 1.2 New United Motors Manufacturing Inc. 70
Case study 1.3 Export of art goods from Hungary 87
Contents
ix
x Contents
Case study 1.4 eBay, Inc. 88
Case study 1.5 Dell, Inc. 93
2 Bases of international marketing 102
Introduction 103

14. Potential benefits from export marketing 103
International trade theories 107
Export behavior theories and motives 116
The development of export in the firm:
internationalization stages 126
Exporting and the network model 128
Ethical/moral issues 132
Social responsibility and the business environment 137
Summary 148
Questions for discussion 148
References 150
Further reading 152
Case study 2.1 BP 152
Case study 2.2 Toyota Motor Corporation 161
Case study 2.3 GlaxoSmithKline PLC 166
3 The international environment: culture; economic
forces; and competition 174
Introduction 174
Culture and the socio-cultural environment 175

15. Economic forces 194
Competition 200
Summary 204
Questions for discussion 205
References 205
Further reading 207
Case study 3.1 Supreme Canning Company 208
Case study 3.2 Ford Motor Company 211
4 The international environment: government,
political and legal forces 217
Introduction 217
Role of government 218
Economic integration 242
Summary 247
Questions for discussion 248
Contents xi
References 248

16. Further reading 250
Case study 4.1 Avon Products, Inc. (A) 250
Case study 4.2 Woberg Company 260
5 Market selection: definition and strategies 262
Introduction 263
Market definition and segmentation 268
Market expansion/selection process, procedure,
and strategy 277
Foreign market portfolios: technique and analysis 297
Summary 302
Questions for discussion 303
References 304
Further reading 306
Case study 5.1 IKEA 307
Case study 5.2 Seven-Eleven Japan 312
Case study 5.3 Better Way Company Limited 318
6 Information for international market(ing) decisions 322
Introduction 323
Sources of information 327

17. Assessing market potential 335
Export marketing research 339
Using the Internet and e-mail for data collection 359
Summary 360
Questions for discussion 361
References 361
Further reading 364
Appendix: Selected publications and websites providing
secondary data 364
Case study 6.1 SAN A/S 370
Case study 6.2 Aquabear AB 374
Case study 6.3 Ford Motor Company Latin America 377
Case study 6.4 United Parcel Service, Inc. 388
7 Market entry strategies 391
Introduction 392
Entry as a channel decision 392
Importance of the entry decision 393
Entry as a strategy 398

18. xii Contents
Factors influencing choice of entry mode 406
Managing the channel 417
Selecting the entry mode 419
Using free areas 421
Summary 421
Questions for discussion 422
References 423
Further reading 425
Case study 7.1 Yang Toyland Pte, Limited 425
Case study 7.2 Avon Products, Inc. (B) 434
Case study 7.3 Klako Group 438
Case study 7.4 Li and Fung Ltd 440
8 Export entry modes 442
Introduction 443
Indirect export 446
Direct export 462

19. Foreign sales branch 466
The Internet and e-commerce 480
Gray market exporting 486
Measuring performance 489
Summary 491
Questions for discussion 492
References 492
Further reading 495
Appendix: Developing an export plan 496
Case study 8.1 Sinova Management Consultancy Ltd. 498
Case study 8.2 Quint Winery 500
Case study 8.3 Nestlé 504
Case study 8.4 Urban Outfitters 509
9 Nonexport entry modes 512
Introduction 513
Alternative modes of entry 515
Manufacturing facilities 517
Assembly operations 532

20. Strategic alliances 535
Choosing between alternatives 554
Summary 555
Questions for discussion 555
Contents xiii
References 557
Further reading 560
Case study 9.1 Imagination Entertainment 561
Case study 9.2 GG Farm Machinery Company 565
Case study 9.3 VW in China 566
Case study 9.4 Gloria Jean’s Coffees 573
Case study 9.5 Sonya Madden 576
Case study 9.6 Wah Shing Toys 577
10 Product decisions 580
Introduction 581
Product policy 581
Product planning and development 583

21. Product mix decisions 605
Standardization vs adaptation 616
Packaging 625
Branding issues 630
Summary 639
Questions for discussion 640
References 641
Further reading 644
Case study 10.1 Daewoo Corporation 645
Case study 10.2 Tata Motors and Tata Daewoo 649
Case study 10.3 General Motors, GM Daewoo,
and Hyundai 651
Case study 10.4 The Pampered Chef 653
Case study 10.5 The internationalization of Chinese
brands 658
Case study 10.6 Royal Philips Electronics 663
Case study 10.7 The Boeing Company 665
11 Pricing decisions 670
Introduction 671

22. Determinants of an export price 673
Fundamental export pricing strategy 688
Relation of export to domestic price policies 695
Exchange rate changes, currency issues, and hedging 702
The price quotation 707
Transfer pricing 713
Summary 718
Questions for discussion 719
xiv Contents
References 719
Further reading 721
Case study 11.1 RAP Engineering and Equipment Company 722
Case study 11.2 The Capitool Company 723
Case study 11.3 Strato Designs 728
12 Financing and methods of payment 730
Introduction 731
Export financing methods/terms of payment 732

23. Payment/financing procedures 739
Export credit insurance 759
Countertrade 760
Summary 767
Questions for discussion 769
References 769
Further reading 770
Case study 12.1 Tainan Glass Manufacturing Company 771
Case study 12.2 Arion Exports 772
13 Promotion and marketing communication 774
Introduction 775
Export marketing promotion and communication
decisions 778
Alternative techniques of promotion 786
Promotional programs and strategy 814
Standardization or adaptation? 818
Advertising transference 827
Management issues 829
Summary 830

24. Questions for discussion 831
References 832
Further reading 834
Case study 13.1 Christa Clothing International 835
Case study 13.2 Nove Ltd 841
Case study 13.3 Eli’s Cheesecake Company 846
Case study 13.4 Kraft Foods 852
14 Supply chain management/logistics and
handling export orders 854
Introduction 855
Contents xv
Handling the export order 859
Physical distribution 863
Logistics and the systems concept 868
Structure of international physical distribution 876
A concluding comment 906
Questions for discussion 906

25. References 907
Further reading 908
Case study 14.1 Jaguar Electronics, Inc. 908
Case study 14.2 Primex Marketing, Inc. 912
Case study 14.3 EFI Logistics 918
15 Organization of international marketing activities 921
Introduction 922
Main considerations of being organized internationally 923
Organizational structures 929
Summary 940
Questions for discussion 940
References 941
Case study 15.1 Hewlett-Packard (HP) 941
Case study 15.2 Unilever (A) 945
Case study 15.3 Unilever (B) 956
Glossary 959
Index 974
Supporting resources

26. Visit www.pearsoned.co.uk/albaum to find valuable online
resources.
For instructors:
● Complete, downloadable Instructor’s Manual.
● PowerPoint slides that can be downloaded and used for
presentations.
● Links to articles and resources on the web.
Also: The Companion Website provides the following features:
● Search tool to help locate specific items of content.
● E-mail results and profile tools to send results of quizzes to
instructors.
● Online help and support to assist with website usage and
troubleshooting.
For more information please contact your local Pearson
Education sales
representative or visit www.pearsoned.co.uk/albaum
Meeting the changing challenges in international marketing
Three changes in international business have made international
marketing
and export management of even greater importance – and a new
edition of this
book necessary. The first is the economic recession beginning
in 2007–08, and
its aftermath. The second is the exceptionally strong growth and
economic
power of China and India. The third is the continuing
development of the

27. factors that had led to economic growth and the importance of
international
business in previous decades.
1. The recession that began in 2007–08 had dramatic effects,
reducing GDP and
demand in most nations, and causing the first drop in the
volume and value
of international trade in 50 years. Paradoxically, as we shall
see, it made inter-
national business and export marketing of even greater
importance to both
countries and businesses. We will discuss the many problems
businesses
faced, the strategies taken to meet the challenges, and the
effects these
changes can be expected to have on long-term operations.
However, in order
to place the effects of the recession in perspective, we will first
briefly discuss
five aspects of the situation: (1) the recession and expected
renewed growth;
(2) increasing international interdependence; (3) exports as an
engine of
growth; (4) importance of innovation and entrepreneurship; and
(5) the rea-
sons why rapid growth in international business and trade will
resume.
2. China’s economic development has made it one of the
world’s largest
exporters and importers, and the second largest economy in the
world. It is
exporting manufactured goods with increasing levels of
technology, and
importing more luxury goods. This has resulted in continually

28. changing
world trade patterns and greater threats to and opportunities for
companies
throughout the world. India has become the world’s leader in
the provision of
services of knowledge-industry workers, and also an important
IT provider.
3. The other major advances that have occurred during past
decades will con-
tinue to drive increasing globalization, and the ever-greater
importance of
international marketing and export management. These include:
Preface
xvii
xviii Preface
● The information revolution with the technological advances
and lowered
costs in communications, the development of the Internet and e-
commerce,
and the development of increasingly sophisticated and diverse
software to
support a wide variety of business functions. New companies
and industries
have emerged while a number of existing companies have
undertaker major
changes or failed. Blogs and other new communications
networks, some of
which were initially developed as social network sites, have
enabled easier

29. gathering of information by individuals as well as providing
new opportuni-
ties for businesses. They have provided means for companies to
more effec-
tively interact with key stakeholders: obtaining information on
consumer
preferences, demands and suggestions as well as advertising to
the cus-
tomers; obtaining suggestions from and providing information
to company
personnel as well as other stakeholders and the public.
● The further development of logistics and supply chain
management, draw-
ing upon new concepts and methods, advances in information
technology
in its most broad sense, and major advances in physical
equipment and
facilities. This has resulted in goods moving around the world
with increas-
ing efficiency and lower costs.
● The increased importance of innovation as ideas, and
advances in technolo-
gies, strategies, and business models, spread more rapidly. The
advantages
of being ahead, and the dangers of failing to adjust to new
conditions, have
increased greatly.
● The recognition that increasing incomes, and the increasingly
diverse pop-
ulations in some countries, have provided new and often more
segmented
markets. Niche markets have emerged that provide additional
opportuni-

30. ties for small companies and the need for larger companies to
respond to
the increasing diversity in demand.
● The expected resumption of lowering of governmental and
other barriers to
trade and investment as economies around the world recover.
Some in-
creases in such barriers have resulted from the current economic
problems,
but increased multilateral trade agreements are still being
developed.
● The increased competition and increased opportunities for
companies of all
sizes, resulting from the greater mobility of goods, services,
information,
and ideas due to all of the changes noted above.
Although many of these changes have created new problems that
firms
must address, they have opened new opportunities for
businesses ranging
from one-person operations to corporate giants. E-commerce has
had a partic-
ularly strong impact in furthering the globalization of business,
especially for
smaller and medium-sized businesses. With a viable product or
service, the
smallest business can now find potential customers and means
of distribution
across the globe. The increased ease of entry has also resulted
in new entrants
creating increased competition in all marketplaces.

31. Preface xix
New to the seventh edition
The changes in the international marketing landscape discussed
above are re-
flected in both new material and in expanded coverage of topics
previously
emphasized. Several new cases have been added, and almost all
of the previ-
ous cases updated.
An important change is the addition of several interesting and
insightful new
cases. They cover success, challenges and problems of
companies ranging in size
from a profitable one-person exporter to well-known
internationals operating
worldwide. One particularly interesting case involves the
unexpected shutdown
in 2010 of a unique Japanese-US joint venture that had been
operating very suc-
cessfully for 26 years. Other new cases include BP, Royal
Phillips Electronics,
Toyota, India’s Tata Motors, Gloria Jean’s Coffees, Boeing
Company, Kraft Foods,
and the one-person company that is now successfully exporting
its product to
21 countries. Cases carried over from the sixth edition have
been updated to reflect
changes in the economic, competitive, social, legal, and
political environments.
Aims and objectives

32. The basic aims and objectives of this seventh edition remain the
same as those
of the previous editions:
1. to provide a text in international marketing which will be as
applicable and
valuable for small and medium-sized enterprises as it is for
large interna-
tional corporations;
2. to provide an emphasis on exporting which is appropriate,
given its posi-
tion as the major international activity of most small and
medium-size busi-
nesses and its extensive use by all global companies; and
3. to provide coverage of the non-export modes of market
penetration used by
both expanding smaller companies and corporate giants as a part
of their
overall international marketing strategy and channel
management.
These emphases are a reflection of both the international
marketing environ-
ment and the authors’ view of exporting. In terms of the
numbers of compa-
nies doing some type of international business, small and
medium-sized
companies are most prevalent. Most of these companies never
diversify and
grow to the size where being a multinational (or global)
company is desirable
or even feasible. The major activity of most small and medium-
size companies
is exporting. It is in this area that the transition from domestic

33. to international
marketing usually occurs, and in which knowledge of
international dimen-
sions of marketing is of critical importance. For the increasing
number of enter-
prises that do expand into other methods of market entry,
exporting typically
remains a major activity. Even the largest multinational firms
with global oper-
ations are involved in extensive exporting.
This book is focused primarily on the marketing decisions and
management
processes involved in developing export operations. The key
procedural aspects
and activities required in exporting, which the manager must
know, are covered.
Necessarily, a certain amount of descriptive material must be
included. While
xx Preface
this is not a ‘how to’ treatment of technical details, it does
provide the basic
knowledge and references to facilitating organizations that can
guide the poten-
tial exporter in determining what he or she needs to do to begin
exporting. As in
previous editions, the emphasis remains on exporting as a
marketing activity.
From a marketing perspective, the ideas underlying
international market se-
lection, information development, product development, and

34. strategy, pricing,
and promotion are often the same whether the mode of entry is
export or non-
export. Thus export marketing and international marketing as a
whole con-
verge from both an educational and an operational/practice
perspective.
As in previous editions, we approach the material from the
perspective of
the process by which a company – from any country – can
creatively adapt to
the international environments within which it can operate. To
enhance the
discussion of each topic, case studies are provided at the ends
of each chapter.
We have added a number of new cases to provide coverage of
emerging areas
of opportunity and concern, such as e-commerce, changing
strategies for mar-
ket entry and development, and social responsibility. Some of
the cases from
the previous edition have been retained, and updated where
appropriate. Most
of the cases have been written expressly for this book. The
experiences of the
companies covered in the cases illustrate issues covered in the
text and provide
a vehicle for (a) integrating material from throughout the book
and (b) illus-
trating key elements and concerns in making decisions.
This edition of International Marketing and Export Management
has been
rewritten and updated to cover the events and changes that have
occurred since

35. the fifth edition was published. Both increasing opportunities
and challenges are
addressed. While the exporting focus remains, more extensive
material on other
forms of entry and methods for evaluating market entry strategy
is provided so
that decisions can be made regarding economical and effective
entry mode selec-
tion. As in previous editions, we continue to link the various
topics to strategy.
Target audience
The seventh edition of International Marketing and Export
Management is
designed for anyone desiring to increase his or her knowledge
of international
and export marketing. It provides comprehensive coverage of
the marketing
mix, including all types of entry modes and channels. It also
provides informa-
tion on all aspects of the changing international marketing
environment,
making it particularly well suited for:
● undergraduate and graduate students taking courses in export
manage-
ment or international marketing;
● those enrolled in management education courses and other
tertiary non-
university programs that cover export management and/or
international
marketing;
● export/international marketing practitioners interested in

36. fresh insights in
the rapidly changing field of international marketing; and
● individuals interested in beginning export or import ventures.
Preface xxi
Authors’ acknowledgements
The authors wish to thank the many people who have
encouraged, or assisted
in, the preparation of this book. We are particularly gratefully
to two people:
Jesper Strandskov, who made outstanding contributions as co-
author of the
first five editions, and Juliet Dowd for making material
available to us from the
book Introduction to Export Management, written by Laurence
Dowd and
published by Eljay Press. We owe a great debt to the many
scholars and busi-
ness people whose articles, books, and other materials we have
cited or
quoted. Also, personal contacts with specialists in many of the
subject areas
have enhanced our knowledge.
We wish to acknowledge the help we received from the
following:
J. Andrzej Lubowski
J. H. Dethero
Dico de Jon, ABN AMRO
James Fitzgerald, President, EFI Logistics

37. Daniel Scanlan, Bank of America
Steven Schafer, Fenestra Technologies Corporation
In particular, we want to thank Gordon Miracle from Michigan
State Univer-
sity for making material available to us from work he did in the
past with one
of the authors of this book. We are also grateful to those who
reviewed the fifth
edition and previous editions of the book in part or in whole.
We value their
suggestions even though we were not able to incorporate all of
them. There-
fore, any deficiencies remaining are ours. Reviewers include:
Michele Akoorie, University of Waikato
Jeremy Baker, London University Guildhall University
Geraldine Cohen, Brunel University
Ofer Dekel, University of Derby
David Demick, University of Ulster
Nick Foster, Sheffield Hallam University
Collin Gilligan, Sheffield City Polytechnic
Raul de Gouva, University of New Mexico, Anderson School of
Management
E. P. Hibbert, Durham University Business School
Valerie Isaac, University of Derby
Jürgen Reichel, University of Stockholm
Finally, the Publishing Team at Pearson Education, including
Rachel Gear,
Emma Violet and Tim Parker deserve our appreciation for their
encourage-
ment, support and most of all, patience while we prepared the
manuscript.
Gerald Albaum

38. Edwin Duerr
Spring 2011
About the authors
xxii
Gerald Albaum is Research Professor at the Robert O. Anderson
School of
Management at the University of New Mexico. In addition, he is
Professor
Emeritus of Marketing at the University of Oregon and a Senior
Research Fel-
low at the IC2 Institute, University of Texas at Austin. He
received his PhD in
1962 from the University of Wisconsin-Madison and his MBA
(1958) and BA
(1954) from the University of Washington.
He is the author, or co-author, of 8 books, 9 monographs, and
more than 90 ar-
ticles in refereed journals, 40 papers in refereed conference
proceedings, 20 papers
in other publications, and 14 book and software reviews
published in the Journal
of Marketing Researc h. His writings deal with issues in
research methods, inter-
national marketing activities, cross-cultural/national research,
and retailing
(especially direct selling). Many of his studies are cross-
cultural/national in nature.
Dr. Albaum has presented seminars for such Danish companies

39. as Danfoss,
GfK Research, Novo Nordisk, and LEGO. He has also made
presentations be-
fore industry groups such as the Northern Jutland Export
Council in Denmark
and the Hong Kong Institute of Marketing. He has given
seminars for the Hong
Kong Housing Authority and for Air China …
INBS 347-01
Spring Semester 2020
Export Plan Term Project
Student
Name________________________________________________
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Country/ Product
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You will be writing an Export Plan (Select a Country and a
Product); just a few sentences on
what you are going to explore in your term project
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The Project Title must be submitted no later than 3/4/20 for
approval.

41. Date
Approved___________________________________________
N.B. Place yourself into the position of an Export Manager
within a company. Prepare an
Export Plan for a product brand being exported from the U.S. to
another country.
The purpose of this project is to use the information from
chapters within the book to help you
prepare an export plan. Each chapter in the book should provide
insight into the issues one must
consider as an exporter.
Do not exclude (1) What channels of distribution you will use
once in the country of choice; (2)
How you will be paid; whether you will be just exporting or
export marketing within the country
and (3) Are you making any money? Supply a profit and loss
and income statement on your
export plan.
This project is due on the last class of the semester (5/6/20)