Xây dựng kế hoạch marketing cho sản phẩm thịt lợn hấp tại CÔNG TY cổ PHẦN đồ hộp hạ LONG e

THEMES: Building the Marketing Plan for Stewed Pork products in
Halong Canned Food JSC
TABLE OF CONTENTS

CONTENTS...................................................................................4
1. Introduction about Stewed Pork Products................................4
Stewed pork is produced by Ha Long Canned Food JSC. The
material is 80% lean meat, onion, salt, and pepper powder,
preservative (Potassium Nitrate 252), which gives consumers a
traditional dish at home without any additional preparation
time. Its net weight is 175g and inside weight is 105g, a stewed
pork box's price is 28,500 VND, it matches consumers' pocket
to serve daily meals. Consumers like this product and it is
currently being sold at many dealers nationwide.......................4
2. Market and target customers..................................................4
3. Description of Stewed Pork Products.......................................................................5
3.1. Technology producing stewed pork products.........................................................5
3.2. Strong points of product.........................................................................................6
3.3. Weak points of product...........................................................................................6
4. Estimated revenue, profit..........................................................................................7

 Comment:................................................................................................................8
4.2. Estimated revenue, profits of stewed pork products...............................................8
4.3. Breakeven point.....................................................................................................8
4.3.1. Theoretical Foundations.....................................................................................8
4.3.2 Determine the breakeven point of stewed pork products......................................9

5. The detailed plans of 4P..........................................................9
5.1. Product..................................................................................................................9
5.1.1. R & D - Research and Development...................................................................9
5.1.2. Resources for implementation...........................................................................10

5.1.3. Other resources.................................................................................................10
In addition, company should be equipped with the equipment, machinery support staff
in the implementation process to improve gained efficiency.......................................10
5.1.4 The cost estimate for R & D...............................................................................10
Table 04: the cost estimate for R & D.........................................................................10
1


5.2. Price..................................................................................................................... 11
5.2.1. What is Product Valuation?...............................................................................11
5.2.2. What should business do when value product?.................................................12
To build strategic prices, let's analyze the factors affecting prices. Pricing strategies
are directly affected by the product. That is the price of raw materials, labor
remuneration, profit margins. Typically, businesses rely on product to ensure the
selling prices offset production costs and profit expectations.....................................12
5.2.3. Resources for implementation...........................................................................12
Company leaders have to see who is responsible for the pricing. In small companies,
price is decided by the senior managers of the room rather than marketing or sales
department. In large companies, price is decided by administrators' product or
products handled group. In industrial markets, salesmen are allowed to negotiate with
customers within certain price on the basis of policy and price target due to senior
management proposed. In some industries where pricing is a key factor (aerospace,
rail, oil and gas ...), companies often establish in the valuation board. The board is
usually under the direction of the highest management level......................................12
5.2.4. Expense for Product Valuation..........................................................................13
5.3. Promotion............................................................................................................13
5.3.1. What is promotion?...........................................................................................13
Promotion is commerce merchants to promote the sale of goods or provision of
services by the customer for certain benefits..............................................................13
5.3.2. Resources for implementation...........................................................................14

5.3.3. Expense for promotional activities....................................................................14
Table 06: Estimation expense for promotional activities............................................14
5.4. Place.................................................................................................................... 14
5.4.1. What is Product Distribution?..........................................................................14
Along with the brand, the distribution system is the property of the business, to ensure
the delivery of the company's products to customers with the fastest, most stable and
most effective. In other words, "the nature" of the distribution is "art" to bring
products to market......................................................................................................14
5.4.2. What should be done to distribute products?....................................................15
5.4.3 Resources for implementation............................................................................15
2


5.4.5 Expense for distributing products .....................................................................15

6. Action Plan.............................................................................16
We can specific required tasks to implement the marketing
projects as following:.................................................................16

INTRODUCTION
Today, competition is a survival matter of business. In order to win in the
competition, we cannot say to the great role of Marketing. Since people know the
exchange, they are always looking for the way to increase the exchange performance.
And Marketing is the activity of human consciousness toward satisfying their desire
through the exchange process. Modern Marketing presents in all areas of social life, it
becomes an essential and needs to be considered as a means to study human needs and
satisfy human needs.
As for business, they are always trying to find customers, trying to understand
them, understand competitors and understand themselves to be able to plan a
innovative and effective marketing strategy. So in running business, marketing is

understood as a science of making potential buyers of the product market to become a
reality. To make the marketing operation become effectively, bringing satisfaction to
customers and contributing to the achievement of business goals, it is necessary to
have a good administration. Marketing management process includes analysis,
planning, implementation and test marketing activities. The marketer must clearly
identify the market needs, select the right customers, develop appropriate products,
appropriate pricing, deploy and distribute operations in the effective advertising way.
Marketing Management is a very useful and essential subject for any
administrator in the future. Through group assignment, Marketing Management
subject will help the group understand more about the subject. And the theme which
our group is conducting research being: " Building the Marketing Plan for Stewed
Pork products in Halong Canned Food JSC"

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CONTENTS
1. Introduction about Stewed Pork Products
Stewed pork is produced by Ha Long Canned Food JSC. The material is
80% lean meat, onion, salt, and pepper powder, preservative (Potassium Nitrate
252), which gives consumers a traditional dish at home without any additional
preparation time. Its net weight is 175g and inside weight is 105g, a stewed pork
box's price is 28,500 VND, it matches consumers' pocket to serve daily meals.
Consumers like this product and it is currently being sold at many dealers
nationwide.

Scale of stewed pork products in the food processing industry is increasing year
by year, indicating the development and going up of the sector. Volume consumption
of stewed pork products of company also significantly increases expenses; revenues
and net income of the company are also rose. Due to the rising cost of inputs, therefore

cost also increases over the years. The company is also investing more in the product
marketing to make stewed pork products to consumers, making them know more about
products, increasing the size of the market demand.
2. Market and target customers
Company has set deserves time fund to shape a branding strategy for products
canned stewed pork. In the past, even though the company is considered to be a strong
brand in the market, but the company is still not commensurate with the potential and
4


company plans to put out. The target market of company includes both domestic and
foreign markets. For the domestic market, the company is focusing on the big cities,
where residents have higher incomes than rural areas. In large cities, the lives of
people are busy with developing economies; the trend to save time in cooking meals
appeared. This has made the demand for canned products increasingly being available.
Besides the domestic market, the Export Section of Marketing and Sales Department
has been many efforts to boost exports and begun actively seeking clients and resumed
relations with traditional partners. Some export-oriented to China, Eastern Europe and
Japan is being explored with the better signal. The client is well cared for.
Company is facing to a difficulty; that is too passive for the price and the main
reason is not having a guaranteed strategy for export of raw materials. About
international cooperation, Company has participated in the Vietnam Trade Promotion Czech Republic and has opened up opportunities for cooperation are good with a
number of companies in the Czech Republic with the aim to bring Halong products
enter the Eastern European markets as well as implementing a number of
development cooperation programs in Vietnam business with Natura company
Export is having many signs of opening up great potential. The company has
focused on developing an export strategy for 2013, and explored the possibility of
exporting canned vegetables to a number of markets such as Russia or Japan.
Currently, the number of business which runs business on food processing
increases; it increases the competitiveness of the processed food suppliers on the

market. With industry-specific customer's client is mainly private consumption,
processed food suppliers should be consumed retail network to reach out directly to
each customer.
3. Description
Pork Products
Materials of Stewed Classification

Wash raw materials

3.1. Technology producing stewed pork products

Pasteurized

Insulation

and cans

Material
Handling

Pressing

Putting in

Mixing

edges

the can

Spices

Quality

Label and date

control

stamping

Packing
5

Market

Store


3.2. Strong points of product.
Stewed canned pork products of Ha Long Canned JSC apply advanced
technology in production, and quality of products has improved.

From that the

product competitiveness is also enhanced. The company has invested in time and put
in to use a new sterilized canning line, improve the quality of canned foods,
pasteurized sausages, spring rolls to meet the demand for New Year. The number of
cans produced to meet market demand due to the production capacity of the company
is quite high. Products management, quality control and food safety are always
enhanced. The company has Monitoring Production Conditions Program of the

supplier.
3.3. Weak points of product
The main material of stewed pork product is depended on clean meat supply
from the livestock facility. In recent years, the disease situation in cattle is complex,
causing scarce meat supply, pushing up production costs higher, affecting the sales of
the product. Stewed pork products are not appropriate investments to stimulate the
consumption and promote the image of the product resulting images of products and
company is still alien to many provinces across the country. Export volume fell
sharply due to compete on price for some export countries which have preferential
tariffs.
3.4. The competition situation of products
The company has four main competitors, they are: Minh Phu Joint Stock
Corporation, Hung Vuong Joint Stock Company, An Giang Import Export Processing
Joint Stock Company, Ha Long Export Services Joint Stock Company. In particular,
Minh Phu Seafood Joint Stock Corporation, Hung Vuong Joint Stock Company and
An Giang Import Export Processing Joint Stock Company are the three companies
have a foothold in the minds of consumers in Vietnam, Ha Long Export Services Joint
Stock Company is a company which has business locations and target markets similar
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to Ha Long Canned JSC, but the scale of this company is more growing, so this is also
extended to competitors that company need to look out for. The products of the three
companies are diverse, rich and offered in many places across the provinces in the
country. Minh Phu Seafood Joint Stock Corporation is a big company; this company
has more than 200 distribution outlets in all provinces, in the commercial shopping
centers, large supermarkets. An Giang Import Export Processing Joint Stock Company
has standard product which reach standard of hygiene and safety, it is a nationally
known consumer, with a wide distribution network, it is indeed a major competitor of
the company.

Halong Canned JSC also has history which is known to consumers, the
company's products cover the domestic market but the main products are concentrated
in the northern market. The company also has a branch in Hai Phong, Ha Noi, Da
Nang, Ho Chi Minh City to organize the distribution of goods to the provincial
company, dealers and consumers across the country. Company is strongly positive in
both innovation and quality of the product, further improving production capacity,
both in terms of technology equipment and factory basing on HACCP standard, and
meet high requirements on safety food. From that, company can meet consumer needs,
expanse market to increase market share, increase revenue, participate equally
competitive, and ensure sustainable development for the company.
4. Estimated revenue, profit
4.1. Market Analysis
All business plans must include market analysis. Market analysis is one of the
first reasons and most important to the business plan. Regardless of whether you start a
new business or to review existing business, you will need a new analysis of the
market, at least once / year. The market is always changing and businesses must
always follow the changes to the strategy, tactics and quick fit.
Table 01: Table to estimate the product demand
Calculation unit: %
Year
Norm
Total market demand

2014

2015

2016

100

100

100
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Dominate market share

20

32

40

 Comment:
Through above analysis, we can see the market share occupied by the Company
increased steadily over the years as demand forecasts stewed pork products of the
company. Although there are many competitors in the canning industry, but the
company has confirmed its position in the market, gained trust from consumers. To do
this, companies need to focus more attention on the quality of the product.
4.2. Estimated revenue, profits of stewed pork products
Table 02: Estimated revenue, profits of stewed pork products
Calculation Unit:Vnd
Year
Norm

2014

2015

2016

Revenue

952,038,820,980

1,090,035,762,233

1,255,597,321,539

Expense

700,548,936,700

897,840,053,170

1,058,739,786,400

Profit

251,489,884,280

192,195,709,063

196,857,535,139

The results of this estimate are based on the growth rate of the above criteria in
years. Business Situation stewed pork products increased steadily over the years. This
is because Ha Long JSC has a good business strategy, enhance consumer policy

stimulus, saving production costs in order to maintain brand products on the market.
Through the above diagram we see positive signs of stewed pork products of the
company, especially in present difficult times.
4.3. Breakeven point
4.3.1. Theoretical Foundations
Breakeven point is the point at which sales revenue sufficient to cover all costs,
including fixed expenses (the costs) and variable expenses (variable costs). This means
that the breakeven point in production does not collect interest, but does not loss. The
breakeven point analysis does not only helps businesses define the mass production
and product consumption, but also being suitable as a basis to determine the exact
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businesses of interest to the enterprise, from which define right obligations to the State
about Corporate Income Tax
We call:
F: is total fixed expenses
V: is variable costs per product unit
P: price of one product unit
Q: is the number of products sold.
At that time:
Revenue= P*Q
Total expense = F + (V*Q)
Profit = Revenue – Total expense
At the breakeven point, profit is 0.
 Breakeven – event Point = F/ ( P - V)
4.3.2 Determine the breakeven point of stewed pork products
Table 03: Determine the breakeven point of stewed pork products
Calculation Unit:Vnd
Norm

Total fixed expenses
variable costs
Price/ 1 product
Quantity of products

In 2014
419,017,456,782
10,350
35,000

In 2015
566,526,551,754
11,550
38,000

In 2016
682,060,589,939
12,000
40,000

sold
Revenue
Expense
Profit
Breakeven (product)

27,201,109
952,038,820,980
700,548,936,700
251,489,884,280

16,998,680

28,685,152
1,090,035,762,233
897,840,053,170
192,195,709,063
21,418,773

31,389,933
1,255,597,321,539
1,058,739,786,400
196,857,535,139
24,359,307

Comment: So we have identified the breakeven point over the next few years as
following: in 2014, with quantity of canned pork stewed products is 16,998,680
products, company is breakeven. Breakeven products quantities of the company in
next two years will respectively 21,418,773 products and 24,359,307 products.

5. The detailed plans of 4P
5.1. Product.
5.1.1. R & D - Research and Development
9


R & D is the acronym of Research & Development, one of the key to the
success of many corporations, large companies in the world.
Research and development includes investment, conduct and/or sale of
research, new technologies for the survival and development of enterprises.
Research and development is to discover new knowledge about products,

processes and services, then apply that knowledge to create products, processes and
services, taking into account improvements to meet the needs of customers or make
market better. R & D and technological innovation, technological processes and goals
are always important functions of the advanced companies, multinational companies
pioneering in the world. Halong Canned JSC is always trying to improve the quality of
designs and products to become better and to meet the needs of consumers. The
company always wants to become the market leader, there is no other way to go, that
is always one step ahead of competition on product development and technology to
meet the customers' needs at a reasonable and affordable price and optimization cost
5.1.2. Resources for implementation
To implement product plans, company leaders should choose who have
professional and experienced in this field, so the new plan will be effective. In some
departments within the company, the best department, which is capable of this plan
tasks, is Research and Development Market Department.
5.1.3. Other resources
In addition, in order to promote the flexibility in the creation of this plan.
Company can organize a contest with the theme "Development stewed pork products"
to participate in the community, in order to explore new ideas from the consumers, and
the youth. After collecting all submissions and select the best articles, company may
have a new direction in the implementation plan.
In addition, company should be equipped with the equipment, machinery
support staff in the implementation process to improve gained efficiency
5.1.4 The cost estimate for R & D.
Table 04: the cost estimate for R & D
Calculation unit: Vnđ
In

2014

2015

2016
10


Norm
Human Expenses
5,912,161,078
Equipment expenses
Other resources (if any)
Total

6,957,583,530

7,910,263,126

9,572,070,317 11,264,659,048 12,807,092,680
3,096,846,279

3,644,448,516

4,143,471,161

18,581,077,675 21,866,691,093 24,860,826,967

5.2. Price
5.2.1. What is Product Valuation?
Everyone knows that value the price of goods is a difficult task. And even more
difficult to know how customers will accept to buy products / services of your
company at any level. Product pricing is one of the most difficult challenges for most

businesses. Facing challenges is inevitable: "Suppose you have a worthwhile product
to sell, so the price is the biggest factor affecting success", said the Sunil Garga president of the Customer Business Problems and the Information Resources Inc.
(IRI), and being a market test researcher
Basically, the pricing strategy is the choice for product price in the market. The
analysis is based on the full supply relationship - demand payment of the target
customers. Valuation correlated with strategic positioning of the business. Strategic
pricing is almost an integral part of marketing strategy. Along with the product,
distribution, pricing strategy helps businesses to create a suitable position for the long
term development of the company.
Valuation based on expenses: it is adding expenses a section which is called
profit targets.
We have:

P=C+M

P: price of a product (Vnđ/product)
C: expenses for a product (Vnđ/product)
M: target profit (%)
M is defined as follows: the ratio % of the retail price, the ratio % of the cost,
the desired rate of return on investment.
Valuation based on buyers: is considered the perceived value of the product
purchased, is the key to pricing but not the cost of the product sold. In this way, when
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people use the valuation of non-price variables in coordinating Marketing to establish
the value of the buyer's mind, in relation to other competing products.
Valuation based on competition and the rules of the Government:
* Pricing based on competition:
We consider the following factors: 1. Quantity of competitors; 2. The size of

competitors; 3. Sectors have competitors; 4. The conditions to enter the association; 5.
Industry level dependent (vertical) of competitors; 6. Quantity of products sold by
competitors; 7. The pricing structure of competitors; 8. The response in the history of
competitors with price changes.
There are two pricing strategies:
Valuation basing on time: the price basing on competitors is essential, less
emphasis on cost or demand. The tender price shall apply for the company to receive
the tender.
* Valuation bases on Government rules:
Government pricing for certain products (the public service sector).
5.2.2. What should business do when value product?
To build strategic prices, let's analyze the factors affecting prices. Pricing
strategies are directly affected by the product. That is the price of raw materials, labor
remuneration, profit margins. Typically, businesses rely on product to ensure the
selling prices offset production costs and profit expectations.
However, if only basing on products, businesses can take too many risks when
raw material price is fluctuations, customer does not accept the price, and do not
achieve the expected output.
When pricing based on customer, business has to identify target customers,
consumer behavior as well as their payment level. But the customers are influenced by
factors which related to the economy and competitors. In addition, identifying the right
target customer segment and its attributes, it is a very difficult work for the new
product which has not been present on the market.
5.2.3. Resources for implementation
Company leaders have to see who is responsible for the pricing. In small
companies, price is decided by the senior managers of the room rather than marketing
12


or sales department. In large companies, price is decided by administrators' product

or products handled group. In industrial markets, salesmen are allowed to negotiate
with customers within certain price on the basis of policy and price target due to
senior management proposed. In some industries where pricing is a key factor
(aerospace, rail, oil and gas ...), companies often establish in the valuation board. The
board is usually under the direction of the highest management level.
The valuation of Halong Canned JSC often by executive producer performance,
because production manager is responsible for the manufacturing operations of the
company.
5.2.4. Expense for Product Valuation
Table 05: Expense for Product Valuation
Calculation: VND
Year
Norm
Expenses for human
Expenses for equipment
Total

2014

2015

2016

1,284,697,557

1,539,987,030

1,689,530,057

985,763,521

1,000,598,765

1,158,000,236

2,270,461,078

2,540,585,795

2,847,530,293

5.3. Promotion.
5.3.1. What is promotion?
Promotion is commerce merchants to promote the sale of goods or provision of
services by the customer for certain benefits.
According to the Trade Act of Vietnam in 2005, this term is credited as
"promotions" and it is used familiar in the text as well as promotional activities of the
business. However, the exact meaning of the word Sino-Vietnamese, this activity
should be referred to as the "Promotion" (the Sino-Vietnamese meaning: (Mại) is
Selling, (Mãi) is Buying).
Thus, the original meaning of promotion is to encourage their own marketing
staff (with bonuses) to promote the marketing of consumer goods.
Promotion: To understand an event or set of focusing events / activities of a
business / organization or a policy / action program to promote activities to support
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sales and traffic growth trade. More simply, we can be understood as promotion
encourages commercial development.
Promotion: The increased activity interests (economic / non-economic) of

businesses such as Merchant, gifts, prizes, that value comes when purchasing
customers to increase sales of goods and services.
5.3.2. Resources for implementation.
Marketing and Sales Department of Company will carry out to make promotion
programs periodically to encourage key products consumer
5.3.3. Expense for promotional activities
Table 06: Estimation expense for promotional activities
Calculation Unit: VND
Year
Norm
Expense for human
Expense for equipment
Total

2014
3,237,612,019
2,829,391,373
6,067,003,392

2015
3,810,105,266
3,329,700,689
7,139,805,956

2016
4,331,810,759
3,785,625,924
8,117,436,684

5.4. Place.

5.4.1. What is Product Distribution?
Along with the brand, the distribution system is the property of the business, to
ensure the delivery of the company's products to customers with the fastest, most
stable and most effective. In other words, "the nature" of the distribution is "art" to
bring products to market.
The most important principle of marketing is to start from the consumers and
the last consumers. After a long journey from understanding the consumer, demand
segmentation, product innovation, brand positioning and advertising, effective
communication, brand activation, promotional, the "push" to the final in the art of
marketing is to build a distribution system. The market is like a vast field, a tap water
cannot water all be the field, so it should have irrigation systems. The construction of
the distribution system is the same with the construction of irrigation systems.
Immediate task of the distributor is to know how to take advantage of available
channels as the market system, the retail and wholesale. And the water was flowing
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from the "big river" into "main channels", the tilt of the main flow is the difference in
price (discount or promotion) and market demand. As the magnitude of the "flow", it
is depending on the distribution level (level 1, level 2, level 3 or agents)
5.4.2. What should be done to distribute products?
It must be based on the characteristics of each product line as well as the
potential of each business that distribution channel choice. It should be noted that the
agent, it is simply that: they will buy what they order, but the distributors are bound
more tightly. On the other hand, if the distribution of the standard will be developed
for the enterprise market, helping businesses to manage the output as well as predict
the required number of manufacturing...
It is necessary to take care of customers to become technology, because this is
one of the tools for building Brand. Considering that you have not enough resources to
build a distribution system you should focus on building brand and the brand

influences to consumer pull and use it as a "power" to select distributors, avoid from
risk. Also, you can build distribution channels with the trademark with condition to be
creative in the product to entice the attention of the media. It should be noted that
creativity must come from the original product, then marketing will help to make it
become more attractive, make consumers favor, from which "squeeze" the distributors
to purchase.
Requirements set out the demand segmentation and distribution models to go
together. And to maintain good relationships with distributors, you must manage them
under a closed model (partition) or flexible (free flow) depending on the nature of each
business sector. And the "key" is to train the staff of professional customer care and
the specific orientation of the manager (working closely with sales staff from planning
to advertise promotions ...) as well as ensuring attractive discounts for distributors.
5.4.3 Resources for implementation.
Marketing and Sales Department will carry out the distribution stewed pork
products activities in the company basing on the research results of Research and
Development Department, basing on the future strategy of the business and real
situation the Company's actual production.
5.4.5 Expense for distributing products .
15


Table 07: Estimation expense for distributing products
Calculation Unit: VND
Year
Norm
Expense for human
Expense for equipment
Total

2014

2,778,715,707
2,547,859,893
5,326,575,600

2015
3,270,064,259
2,998,387,188
6,268,451,447

2016
3,717,823,669
3,408,946,728
7,126,770,397

6. Action Plan.
We can specific required tasks to implement the marketing projects as following:

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The work need to be

Resources for

done

implementation

Budget

1. Researching the

Research and Development

Investment and

canned market

Department

Development Fund

Research and Development

Investment and

Department

Development Fund

2. Production research,
product testing before hit
the market
3. Product improvements
and stewed pork into
mass production
4. Sales and marketing
stewed pork products

Progress made

Commence: 01/06/2013
Finish: 01/07/2013

Commence: 01/07/2013
Finish: 01/09/2013

- Research and
Development Department
- Production Manager.
- Production Department
- Research and
Development Department
- Marketing and Sales

Investment and
Development Fund

Investment and
Development Fund

Criteria for evaluating the completion
- Research competitors, market and customer
situation

- Launched the trial sample to survey customer

- Based on the survey for product markets, carry
Commence: 01/09/2013
Finish: 01/12/2013

out to improve to be appropriate and bring
products into mass production
- Bringing products to market and the method

Commence: 01/12/2013

used to attract customers about stewed pork
product.

Department

- Distributing stewed pork products through
5. Distributing stewed

- Marketing and Sales

Investment and

pork products.

Department

Development Fund

Commence: 01/12/2013

distribution channels, having policies to
encourage distribution channel function
effectively.

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CONCLUSION
After our group carry out marketing plans for stewed pork products of Halong
Canned JSC, we have accumulated a lot of experience for ourselves in the course of
Marketing Management.
We hope that with a specific plan, the development of stewed pork products in
2013 will no longer to be the worry of the company. We hope that this plan will help
the company increase sales and regain market share in 2013. Besides, pictures of
stewed pork products of the Company will be changed to a new look, positioning a
clearer identity in the minds of consumers.
REFERENCES
[1] Lecture slide of Marketing Management of Doctor. Dang Ngoc Su
[2] Internal document of Ha Long Canned Food JSC
[3] www.canfoco.com.vn.
[4] International marketing

strategy

:

analysis,

implementation / Isobel Doole, Robin Lowe .

development,

and

- 5th ed. - United States:

South-Western.
[5] International e-Business marketing / Richard Fletcher,

Jim Bell, Rod

McNaughton - New York : Thomson.
[6] E-Commerce marketing / Kleindl and Burrow . - Mason : Thomson
South-Westrn.
[7] International marketing / Michael Czinkota, Ilkka Ronkainen, Catherine
Sutton, Brady Tim Beal - Victoria : Thomson South-Western.

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