Global marketing

Cover......Page 1
Title Page......Page 6
Copyright Page......Page 7
Brief Contents......Page 8
Contents......Page 11
Preface......Page 19
Acknowledgments......Page 23
 Chapter 1 Introduction to Global Marketing......Page 25
  1-1 Introduction and Overview......Page 26
  1-2 Principles of Marketing: A Review......Page 28
   Competitive Advantage, Globalization, and Global Industries......Page 29
  1-3 Global Marketing: What It Is and What It Isn’t......Page 33
   Ethnocentric Orientation......Page 41
   Polycentric Orientation......Page 42
   Geocentric Orientation......Page 43
   Converging Market Needs and Wants and the Information Revolution......Page 46
   Quality......Page 47
   World Economic Trends......Page 48
    Experience Transfers......Page 49
    Global Strategy......Page 50
    Opposition to Globalization......Page 51
  Outline of This Book......Page 52
 Chapter 2 The Global Economic Environment......Page 63
  2-1 The World Economy—Overview of Major Changes......Page 65
  2-2 Economic Systems......Page 66
   Market Capitalism......Page 67
   Centrally Planned Capitalism and Market Socialism......Page 68
   Low-Income Countries......Page 72
   Lower-Middle-Income Countries......Page 73
   Upper-Middle-Income Countries......Page 76
   Marketing Opportunities in LDCs and Developing Countries......Page 78
   High-Income Countries......Page 80
   Marketing Implications of the Stages of Development......Page 82
  2-4 Balance Of Payments......Page 83
  2-5 Trade In Merchandise And Services......Page 85
   Overview of International Finance......Page 86
   Economic Exposure......Page 88
   Managing Exchange Rate Exposure......Page 89
 Chapter 3 The Global Trade Environment......Page 95
  3-1 The World Trade Organization and Gatt......Page 96
  3-2 Preferential Trade Agreements......Page 97
   Economic Union......Page 98
  3-3 North America......Page 100
   Central American Integration System......Page 103
   Common Market of the South (Mercosur)......Page 105
   Caribbean Community and Common Market (CARICOM)......Page 109
  3-5 Asia-Pacific: The Association of Southeast Asian Nations (ASEAN)......Page 110
   Marketing Issues in the Asia-Pacific Region......Page 112
   The European Union (EU)......Page 114
   Marketing Issues in the EU......Page 115
  3-7 The Middle East......Page 117
   Cooperation Council for the Arab States of the Gulf......Page 118
  3-8 Africa......Page 119
   Southern African Development Community (SADC)......Page 120
   Marketing Issues in Africa......Page 122
 Chapter 4 Social and Cultural Environments......Page 129
  4-1 Society, Culture, and Global Consumer Culture......Page 130
   Attitudes, Beliefs, and Values......Page 131
   Religion......Page 132
   Aesthetics......Page 133
   Dietary Preferences......Page 134
   Language and Communication......Page 137
   Marketing’s Impact on Culture......Page 140
  4-2 High- and Low-Context Cultures......Page 141
  4-3 Hofstede’s Cultural Typology......Page 142
  4-4 The Self-Reference Criterion and Perception......Page 145
  4-5 Diffusion Theory......Page 147
   Characteristics of Innovations......Page 148
   Adopter Categories......Page 149
  4-6 Marketing Implications of Social and Cultural Environments......Page 150
 Chapter 5 The Political, Legal, and Regulatory Environments......Page 159
  5-1 The Political Environment......Page 160
   Nation-States and Sovereignty......Page 161
   Political Risk......Page 162
   Taxes......Page 164
   Seizure of Assets......Page 166
  5-2 International Law......Page 167
   Common Law versus Civil Law......Page 168
  5-3 Sidestepping Legal Problems: Important Business Issues......Page 169
   Intellectual Property: Patents, Trademarks, and Copyrights......Page 170
   Antitrust......Page 175
   Licensing and Trade Secrets......Page 180
   Bribery and Corruption: Legal and Ethical Issues......Page 181
  5-4 Conflict Resolution, Dispute Settlement, and Litigation......Page 183
   Alternatives to Litigation for Dispute Settlement......Page 184
  5-5 The Regulatory Environment......Page 185
   Regional Economic Organizations: The EU Example......Page 186
 Chapter 6 Global Information Systems and Market Research......Page 197
  6-1 Information Technology, Management Information Systems, and Big Data for Global Marketing......Page 198
  6-2 Sources of Market Information......Page 204
  6-3 Formal Market Research......Page 205
   Step 1: Information Requirement......Page 206
   Step 2: Problem Definition......Page 207
   Step 4: Examine Data Availability......Page 208
   Step 5: Assess Value of Research......Page 209
    Issues in Data Collection......Page 210
    Research Methodologies......Page 212
    Scale Development......Page 216
   Step 7: Data Analysis......Page 217
    Comparative Analysis and Market Estimation by Analogy......Page 222
  6-4 Headquarters’ Control of Market Research......Page 223
  6-5 The Marketing Information System as a Strategic Asset......Page 224
 Chapter 7 Segmentation, Targeting, and Positioning......Page 231
  7-1 Global Market Segmentation......Page 232
   Demographic Segmentation......Page 234
    Segmenting Global Markets by Income and Population......Page 235
    Age Segmentation......Page 239
    Gender Segmentation......Page 240
   Psychographic Segmentation......Page 241
   Benefit Segmentation......Page 244
   Ethnic Segmentation......Page 245
  7-2 Assessing Market Potential and Choosing Target Markets or Segments......Page 246
   Current Segment Size and Growth Potential......Page 247
   Potential Competition......Page 248
   Feasibility and Compatibility......Page 249
   A Framework for Selecting Target Markets......Page 250
  7-3 Product-Market Decisions......Page 253
  7-4 Targeting And Target Market Strategy Options......Page 254
   Differentiated Global Marketing......Page 255
   Attribute or Benefit......Page 256
   Competition......Page 257
   Global, Foreign, and Local Consumer Culture Positioning......Page 258
 Chapter 8 Importing, Exporting, and Sourcing......Page 267
  8-1 Export Selling and Export Marketing: A Comparison......Page 269
  8-2 Organizational Export Activities......Page 270
  8-3 National Policies Governing Exports and Imports......Page 271
   Government Programs That Support Exports......Page 272
   Governmental Actions to Discourage Imports and Block Market Access......Page 273
  8-4 Tariff Systems......Page 278
   Other Duties and Import Charges......Page 280
  8-5 Key Export Participants......Page 281
  8-6 Organizing For Exporting in The Manufacturer’s Country......Page 282
  8-8 Trade Financing and Methods of Payment......Page 283
   Documentary Collections (Sight or Time Drafts)......Page 284
   Additional Export and Import Issues......Page 286
  8-9 Sourcing......Page 287
   Factor Costs and Conditions......Page 288
   Country Infrastructure......Page 290
   Foreign Exchange Rates......Page 291
 Chapter 9 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances......Page 297
  9-1 Licensing......Page 299
   Special Licensing Arrangements......Page 301
  9-2 Investment......Page 302
   Joint Ventures......Page 304
   Investment via Equity Stake or Full Ownership......Page 305
   The Nature of Global Strategic Partnerships......Page 310
   Success Factors......Page 313
   CFM International, GE, and Snecma: A Success Story......Page 314
   Boeing and Japan: A Controversy......Page 315
   Cooperative Strategies in Japan: Keiretsu......Page 316
    How Keiretsu Affect American Business: Two Examples......Page 319
  9-6 Twenty-First-Century Cooperative Strategies......Page 320
  9-7 Market Expansion Strategies......Page 321
 Chapter 10 Brand and Product Decisions in Global Marketing......Page 327
  10-1 Basic Product Concepts......Page 328
   Packaging......Page 329
   Labeling......Page 330
   Aesthetics......Page 331
  10-2 Basic Branding Concepts......Page 332
   International Products and Brands......Page 333
   Global Products and Brands......Page 334
   Global Brand Development......Page 337
  10-3 A Needs-Based Approach to Product Planning......Page 340
  10-4 “Country of Origin” as Brand Element......Page 343
  10-5 Extend, Adapt, Create: Strategic Alternatives in Global Marketing......Page 345
   Strategy 1: Product-Communication Extension (Dual Extension)......Page 347
   Strategy 2: Product Extension–Communication Adaptation......Page 349
   Strategy 3: Product Adaptation–Communication Extension......Page 350
   Strategy 5: Innovation......Page 351
   How to Choose a Strategy......Page 352
   Identifying New-Product Ideas......Page 353
   The International New-Product Department......Page 355
   Testing New Products......Page 356
 Chapter 11 Pricing Decisions......Page 361
  11-2 Global Pricing Objectives and Strategies......Page 363
   Market Skimming and Financial Objectives......Page 364
   Companion Products: Captive Pricing, a/k/a “Razors and Blades” Pricing......Page 365
   Target Costing......Page 366
   Calculating Prices: Cost-Plus Pricing and Export Price Escalation......Page 368
  11-3 Incoterms......Page 370
   Currency Fluctuations......Page 373
   Inflationary Environment......Page 375
   Government Controls, Subsidies, and Regulations......Page 376
   Competitive Behavior......Page 377
   Extension or Ethnocentric Pricing......Page 378
   Adaptation or Polycentric Pricing......Page 379
  11-6 Gray Market Goods......Page 380
  11-7 Dumping......Page 382
  11-9 Transfer Pricing......Page 383
   Tax Regulations and Transfer Prices......Page 384
  11-10 Countertrade......Page 385
   Offset......Page 386
   Switch Trading......Page 387
 Chapter 12 Global Marketing Channels and Physical Distribution......Page 395
  12-1 Distribution Channels: Objectives, Terminology, and Structure......Page 396
   Consumer Products and Services......Page 397
   Industrial Products......Page 401
  12-2 Establishing Channels and Working With Channel Intermediaries......Page 402
  12-3 Global Retailing......Page 404
   Types of Retail Operations......Page 405
   Trends in Global Retailing......Page 410
   Global Retailing Market Expansion Strategies......Page 413
  12-4 Physical Distribution, Supply Chains, and Logistics Management......Page 416
   Order Processing......Page 418
   Transportation......Page 419
   Logistics Management: A Brief Case Study......Page 423
 Chapter 13 Global Marketing Communications Decisions I......Page 429
  13-1 Global Advertising......Page 431
   Global Advertising Content: Standardization versus Adaptation......Page 433
  13-2 Advertising Agencies: Organizations and Brands......Page 437
   Selecting an Advertising Agency......Page 439
  13-3 Creating Global Advertising......Page 441
   Copy and Copywriters......Page 442
   Cultural Considerations......Page 444
   Global Advertising Expenditures and Media Vehicles......Page 446
   Media Decisions......Page 447
  13-5 Public Relations and Publicity......Page 448
   How PR Practices Differ Around the World......Page 451
 Chapter 14 Global Marketing Communications Decisions II......Page 459
  14-1 Sales Promotion......Page 460
   Sampling......Page 463
   Sales Promotion: Issues and Problems......Page 465
  14-2 Personal Selling......Page 466
   The Strategic/Consultative Selling Model......Page 468
   Sales Force Nationality......Page 473
  14-3 Special Forms of Marketing Communications: Direct Marketing, Support Media, Event Sponsorship, and Product Placement......Page 475
   Direct Mail......Page 476
   Catalogs......Page 477
   Infomercials, Teleshopping, and Interactive Television......Page 478
   Support Media......Page 481
   Sponsorship......Page 482
   Product Placement: Motion Pictures, Television Shows, and Public Figures......Page 483
 Chapter 15 Global Marketing and the Digital Revolution......Page 491
  15-1 The Digital Revolution: A Brief History......Page 492
  15-2 Convergence......Page 496
  15-3 Value Networks and Disruptive Technologies......Page 498
  15-4 Global E-Commerce......Page 500
  15-5 Web Site Design and Implementation......Page 503
   Broadband......Page 506
   Cloud Computing......Page 507
   Mobile Advertising and Mobile Commerce......Page 509
   Mobile Music......Page 511
   Mobile Payments......Page 512
   Digital Books and Electronic Reading Devices......Page 513
   Wearables......Page 514
 Chapter 16 Strategic Elements of Competitive Advantage......Page 517
  16-1 Industry Analysis: Forces Influencing Competition......Page 518
   Threat of New Entrants......Page 519
   Bargaining Power of Buyers......Page 520
   Bargaining Power of Suppliers......Page 521
   Rivalry Among Competitors......Page 522
    Broad Market Strategies: Cost Leadership and Differentiation......Page 523
    Narrow Target Strategies: Cost Focus and Focused Differentiation......Page 525
   Creating Competitive Advantage via Strategic Intent......Page 527
    Changing the Rules......Page 528
  16-3 Global Competition and National Competitive Advantage......Page 529
   Factor Conditions......Page 530
    Infrastructure Resources......Page 531
    Rapid Home-Market Growth......Page 533
   Firm Strategy, Structure, and Rivalry......Page 534
   Chance......Page 535
   Hypercompetitive Industries......Page 536
    Timing and Know-How......Page 538
    Entry Barriers......Page 539
   The Flagship Firm: The Business Network with Five Partners......Page 541
   Additional Research on Competitive Advantage......Page 542
 Chapter 17 Leadership, Organization, and Corporate Social Responsibility......Page 551
  17-1 Leadership......Page 552
   Top Management Nationality......Page 554
   Leadership and Core Competence......Page 555
  17-2 Organizing for Global Marketing......Page 556
   Patterns of International Organizational Development......Page 558
    International Division Structure......Page 561
    Regional Management Centers......Page 562
    Geographical and Product Division Structures......Page 563
    The Matrix Design......Page 564
  17-3 Lean Production: Organizing the Japanese Way......Page 567
   Assembler Value Chains......Page 568
   Downstream Value Chains......Page 569
  17-4 Ethics, Corporate Social Responsibility, and Social Responsiveness in the Globalization Era......Page 571
Glossary......Page 583
Author/Name Index......Page 596
Subject/Organization Index......Page 606