Global marketing

Cover
Title Page
Copyright Page
Brief Contents
Contents
Preface
Acknowledgments
PART ONE: INTRODUCTION
	Chapter 1 Introduction to Global Marketing
		Case 1-1 The Global Marketplace Is Also Local
		1-1 Introduction and Overview
		1-2 Principles of Marketing: A Review
			Competitive Advantage, Globalization, and Global Industries
		1-3 Global Marketing: What it is and What it isn’t
		1-4 The Importance of Global Marketing
		1-5 Management Orientations
			Ethnocentric Orientation
			Polycentric Orientation
			Regiocentric Orientation
			Geocentric Orientation
		1-6 Forces Affecting Global Integration and Global Marketing
			Driving Forces
				MULTILATERAL TRADE AGREEMENTS
				CONVERGING MARKET NEEDS AND WANTS AND THE INFORMATION REVOLUTION
				TRANSPORTATION AND COMMUNICATION IMPROVEMENTS
				PRODUCT DEVELOPMENT COSTS
				QUALITY
				WORLD ECONOMIC TRENDS
				LEVERAGE
					Experience Transfers
					Scale Economies
				RESOURCE UTILIZATION
				GLOBAL STRATEGY
				INNOVATION AND ENTREPRENEURSHIP
			Restraining Forces
				MANAGEMENT MYOPIA AND ORGANIZATIONAL CULTURE
				NATIONAL CONTROLS
				OPPOSITION TO GLOBALIZATION
		1-7 Outline of This Book
		Summary
		Discussion Questions
		Case 1-1 The Global Marketplace (continued)
		Case 1-2 McDonald’s Expands Globally While Adjusting Its Local Recipe
		Case 1-3 Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up
PART TWO: THE GLOBAL MARKETING ENVIRONMENT
	Chapter 2 The Global Economic Environment
		Case 2-1 India’s Economy at the Crossroads: Can Prime Minister Narendra Modi Deliver Acche Din?
		2-1 The World Economy—Overview of Major Changes
		2-2 Economic Systems
			Market Capitalism
			Centrally Planned Socialism
			Centrally Planned Capitalism and Market Socialism
		2-3 Stages of Market Development
			Low-Income Countries
			Lower-Middle-Income Countries
			Upper-Middle-Income Countries
			Marketing Opportunities in LDCs and Developing Countries
			High-Income Countries
			Marketing Implications of the Stages of Development
		2-4 Balance of Payments
		2-5 Trade in Merchandise and Services
			Overview of International Finance
			Economic Exposure
			Managing Exchange Rate Exposure
		Summary
		Discussion Questions
		Case 2-1 India’s Economy at the Crossroads: Can Prime Minister Narendra Modi Deliver Acche Din? (continued)
		Case 2-2 A Day in the Life of a Contracts Analyst at Cargill
	Chapter 3 The Global Trade Environment
		Case 3-1 Breaking Up Is Hard to Do: Britons Contemplate “Brexit”
		3-1 The World Trade Organization and GATT
		3-2 Preferential Trade Agreements
			Free Trade Area
			Customs Union
			Common Market
			Economic Union
		3-3 North America
		3-4 Latin America: SICA, Andean Community, Mercosur, and CARICOM
			Central American Integration System
			Andean Community
			Common Market of the South (Mercosur)
			Caribbean Community and Common Market (CARICOM)
		3-5 Asia-Pacific: The Association of Southeast Asian Nations
			Marketing Issues in the Asia‐Pacific Region
		3-6 Western, Central, and Eastern Europe
			The European Union
			Marketing Issues in the EU
			Central and Eastern Europe
		3-7 The Middle East
			Cooperation Council for the Arab States of the Gulf
			Marketing Issues in the Middle East
		3-8 Africa
			Economic Community of West African States
			East African Community
			Southern African Development Community
			Marketing Issues in Africa
		Summary
		Discussion Questions
		Case 3-1 Breaking Up Is Hard to Do: Britons Contemplate “Brexit” (continued)
		Case 3-2 Can Global Trade Talks Survive in an Era of Populism and Protectionism?
	Chapter 4 Social and Cultural Environments
		Case 4-1 Cotton, Clothing Consumption, Culture: From Small Beginnings to a Global Cultural System
		4-1 Society, Culture, and Global Consumer Culture
			Attitudes, Beliefs, and Values
			Religion
			Aesthetics
			Dietary Preferences
			Language and Communication
			Marketing’s Impact on Culture
		4-2 High-and Low-Context Cultures
		4-3 Hofstede’s Cultural Typology
		4-4 The Self-Reference Criterion and Perception
		4-5 Diffusion Theory
			The Adoption Process
			Characteristics of Innovations
			Adopter Categories
			Diffusion of Innovations in Pacific Rim Countries
		4-6 Marketing Implications of Social and Cultural Environments
		Summary
		Discussion Questions
		Case 4-1 Cotton, Clothing Consumption, Culture: From Small Beginnings to a Global Cultural System (continued)
		Case 4-2 Dubai’s Evolution from a Fishing Village to the Host of Expo 2020
	Chapter 5 The Political, Legal, and Regulatory Environments
		Case 5-1 Travis Kalanick and Uber
		5-1 The Political Environment
			Nation-States and Sovereignty
			Political Risk
			Taxes
			Seizure of Assets
		5-2 International Law
			Common Law versus Civil Law
			Islamic Law
		5-3 Sidestepping Legal Problems: Important Business Issues
			Jurisdiction
			Intellectual Property: Patents, Trademarks, and Copyrights
			Antitrust
			Licensing and Trade Secrets
			Bribery and Corruption: Legal and Ethical Issues
		5-4 Conflict Resolution, Dispute Settlement, and Litigation
			Alternatives to Litigation for Dispute Settlement
		5-5 The Regulatory Environment
			Regional Economic Organizations: The EU Example
		Summary
		Discussion Questions
		Case 5-1 Travis Kalanick and Uber (continued)
		Case 5-2 Putin’s Russia versus the West: Cold War 2.0?
PART THREE: APPROACHING GLOBAL MARKETS
	Chapter 6 Global Information Systems and Market Research
		Case 6-1 Nestle Middle East’s Investment in Market Research
		6-1 Information Technology, Management Information Systems, and Big Data for Global Marketing
		6-2 Sources of Market Information
		6-3 Formal Market Research
			Step 1: Information Requirements
			Step 2: Problem Definition
			Step 3: Choosing the Unit of Analysis
			Step 4: Examining Data Availability
			Step 5: Assessing the Value of Research
			Step 6: Research Design
				ISSUES IN DATA COLLECTION
				RESEARCH METHODOLOGIES
				SCALE DEVELOPMENT
				SAMPLING
			Step 7: Data Analysis
				COMPARATIVE ANALYSIS AND MARKET ESTIMATION BY ANALOGY
			Step 8: Interpretation and Presentation
		6-4 Headquarters’ Control of Market Research
		6-5 The Marketing Information System as a Strategic Asset
		Summary
		Discussion Questions
		Case 6-1 Nestle Middle East’s Investment in Market Research (continued)
		Case 6-2 A Day in the Life of a Business Systems and Analytics Manager
	Chapter 7 Segmentation, Targeting, and Positioning
		Case 7-1 Segmenting the Chinese Luxury Goods Market
		7-1 Global Market Segmentation
			Contrasting Views of Global Segmentation
			Demographic Segmentation
				SEGMENTING GLOBAL MARKETS BY INCOME AND POPULATION
				AGE SEGMENTATION
				GENDER SEGMENTATION
			Psychographic Segmentation
			Behavior Segmentation
			Benefit Segmentation
			Ethnic Segmentation
		7-2 Assessing Market Potential and Choosing Target Markets or Segments
			Current Segment Size and Growth Potential
			Potential Competition
			Feasibility and Compatibility
			A Framework for Selecting Target Markets
		7-3 Product-Market Decisions
		7-4 Targeting and Target Market Strategy Options
			Standardized Global Marketing
			Concentrated Global Marketing
			Differentiated Global Marketing
		7-5 Positioning
			Attribute or Benefit
			Quality and Price
			Use or User
			Competition
			Global, Foreign, and Local Consumer Culture Positioning
		Summary
		Discussion Questions
		Case 7-1 Segmenting the Chinese Luxury Goods Market (continued)
		Case 7-2 The “Bubbling” Tea Market
	Chapter 8 Importing, Exporting, and Sourcing
		Case 8-1 East-Asian Countries: Export-Led Growth for Economic Success
		8-1 Export Selling and Export Marketing: A Comparison
		8-2 Organizational Export Activities
		8-3 National Policies Governing Exports and Imports
			Government Programs That Support Exports
			Governmental Actions to Discourage Imports and Block Market Access
		8-4 Tariff Systems
			Customs Duties
			Other Duties and Import Charges
		8-5 Key Export Participants
		8-6 Organizing for Exporting in the Manufacturer’s Country
		8-7 Organizing for Exporting in the Market Country
		8-8 Trade Financing and Methods of Payment
			Letters of Credit
			Documentary Collections (Sight or Time Drafts)
			Navigating the Real World: A Brief Case Study
			Navigating the Real World: Another Brief Case Study
			Additional Export and Import Issues
		8-9 Sourcing
			Management Vision
			Factor Costs and Conditions
			Customer Needs
			Logistics
			Country Infrastructure
			Political Factors
			Foreign Exchange Rates
		Summary
		Discussion Questions
		Case 8-1 The Hong Kong Trade and Investment Hub (continued)
		Case 8-2 Turkish Cars: The Big Picture
	Chapter 9 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
		Case 9-1 AB InBev and SABMiller: A Match Made in (Beer) Heaven?
		9-1 Licensing
			Special Licensing Arrangements
		9-2 Investment
			Joint Ventures
			Investment via Equity Stake or Full Ownership
		9-3 Global Strategic Partnerships
			The Nature of Global Strategic Partnerships
			Success Factors
			Alliances with Asian Competitors
			CFM International, GE, and Snecma: A Success Story
			Boeing and Japan: A Controversy
		9-4 International Partnerships in Developing Countries
		9-5 Cooperative Strategies in Asia
			Cooperative Strategies in Japan: Keiretsu
				HOW KEIRETSU AFFECT AMERICAN BUSINESS: TWO EXAMPLES
			Cooperative Strategies in South Korea: Chaebol
		9-6 Twenty-First-Century Cooperative Strategies
		9-7 Market Expansion Strategies
		Summary
		Discussion Questions
		Case 9-1 AB InBev and SABMiller: A Match Made in (Beer) Heaven? (continued)
		Case 9-2 Jaguar’s Passage to India
PART FOUR: THE GLOBAL MARKETING MIX
	Chapter 10 Brand and Product Decisions in Global Marketing
		Case 10-1 Alphabet
		10-1 Basic Product Concepts
			Product Types
			Product Warranties
			Packaging
			Labeling
			Aesthetics
		10-2 Basic Branding Concepts
			Local Products and Brands
			International Products and Brands
			Global Products and Brands
			Global Brand Development
		10-3 A Needs-Based Approach to Product Planning
		10-4 “Country of Origin” as a Brand Element
		10-5 Extend, Adapt, Create: Strategic Alternatives in Global Marketing
			Strategy 1: Product-Communication Extension (Dual Extension)
			Strategy 2: Product Extension–Communication Adaptation
			Strategy 3: Product Adaptation–Communication Extension
			Strategy 4: Product-Communication Adaptation (Dual Adaptation)
			Strategy 5: Innovation
			How to Choose a Strategy
		10-6 New Products in Global Marketing
			Identifying New‐Product Ideas
			New‐Product Development
			The International New‐Product Department
			Testing New Products
		Summary
		Discussion Questions
		Case 10-1 Google (continued)
	Chapter 11 Pricing Decisions
		Case 11-1 Global Automakers Target Low-Income Consumers
		11-1 Basic Pricing Concepts
		11-2 Global Pricing Objectives and Strategies
			Market Skimming and Financial Objectives
			Penetration Pricing and Nonfinancial Objectives
			Companion Products: Captive (“Razors and Blades”) Pricing
			Target Costing
			Calculating Prices: Cost-Plus Pricing and Export Price Escalation
		11-3 Incoterms
		11-4 Environmental Influences on Pricing Decisions
			Currency Fluctuations
			Inflationary Environment
			Government Controls, Subsidies, and Regulations
			Competitive Behavior
			Using Sourcing as a Strategic Pricing Tool
		11-5 Global Pricing: Three Policy Alternatives
			Extension or Ethnocentric Pricing
			Adaptation or Polycentric Pricing
			Geocentric Pricing
		11-6 Gray Market Goods
		11-7 Dumping
		11-8 Price Fixing
		11-9 Transfer Pricing
			Tax Regulations and Transfer Prices
			Sales of Tangible and Intangible Property
		11-10 Countertrade
			Barter
			Counterpurchase
			Offset
			Compensation Trading
			Switch Trading
		Summary
		Discussion Questions
		Case 11-1 Global Automakers Target Low-Income Consumers (continued)
		Case 11-2 Global Consumer-Products Companies Target Low-Income Consumers
		Case 11-3 LVMH and Luxury Goods Marketing
	Chapter 12 Global Marketing Channels and Physical Distribution
		Case 12-1 Welcome to the World of Fast Fashion
		12-1 Distribution Channels: Objectives, Terminology, and Structure
			Consumer Products and Services
			Industrial Products
		12-2 Establishing Channels and Working With Channel Intermediaries
		12-3 Global Retailing
			Types of Retail Operations
			Trends in Global Retailing
			Global Retailing Market Expansion Strategies
		12-4 Physical Distribution, Supply Chains, and Logistics Management
			Order Processing
			Warehousing
			Inventory Management
			Transportation
			Logistics Management: A Brief Case Study
		Summary
		Discussion Questions
		Case 12-1 Welcome to the World of Fast Fashion (continued)
		Case 12-2 Can Walmart Crack the Retail Code in India?
	Chapter 13 Global Marketing Communications Decisions I
		Case 13-1 Volkswagen’s “Dieselgate” Nightmare
		13-1 Global Advertising
			Global Advertising Content: Standardization versus Adaptation
		13-2 Advertising Agencies: Organizations and Brands
			Selecting an Advertising Agency in the Era of Digital Disruption
		13-3 Creating Global Advertising
			Art Direction and Art Directors
			Copy and Copywriters
			Additional Cultural Considerations
		13-4 Global Media Decisions
			Global Advertising Expenditures and Media Vehicles
			Media Decisions
		13-5 Public Relations and Publicity
			The Growing Role of PR in Global Marketing Communications
			How PR Practices Differ Around the World
		Summary
		Discussion Questions
		Case 13-1 Volkswagen’s “Dieselgate” Nightmare (continued)
		Case 13-2 Coca-Cola: Using Advertising and Public Relations to Respond to a Changing World
	Chapter 14 Global Marketing Communications Decisions II
		Case 14-1 Milan Expo 2015
		14-1 Sales Promotion
			Sampling
			Couponing
			Sales Promotion: Issues and Problems
		14-2 Personal Selling
			The Strategic/Consultative Selling Model
		14-3 Sales Force Nationality
		14-4 Special Forms of Marketing Communications: Direct Marketing
			Direct Mail
			Catalogs
			Infomercials, Teleshopping, and Interactive Television
		14-5 Special Forms of Marketing Communications: Support Media, Sponsorship, and Product Placement
			Support Media
			Sponsorship
			Product Placement: Motion Pictures, Television Shows, and Public Figures
		Summary
		Discussion Questions
		Case 14-1 Milan Expo 2015 (continued)
		Case 14-2 Red Bull
	Chapter 15 Global Marketing and the Digital Revolution
		Case 15-1 How Do You Like Your Reality? Virtual? Augmented? Mixed?
		15-1 The Digital Revolution: A Brief History
		15-2 Convergence
		15-3 Value Networks and Disruptive Technologies
		15-4 Global E-Commerce
		15-5 Web Site Design and Implementation
		15-6 New Products and Services
			Broadband
			Cloud Computing
			Smartphones
			Mobile Advertising and Mobile Commerce
			Autonomous Mobility
			Mobile Music
			Mobile Gaming
			Online Gaming and e-Sports
			Mobile Payments
			Streaming Video
			Internet Phone Service
			Digital Books and Electronic Reading Devices
			Wearables
		Summary
		Discussion Questions
		Case 15-1 How Do You Like Your Reality: Virtual? Augmented? Mixed? (continued)
		Case 15-2 Africa 3.0
PART FIVE: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
	Chapter 16 Strategic Elements of Competitive Advantage
		Case 16-1 IKEA
		16-1 Industry Analysis: Forces Influencing Competition
			Threat of New Entrants
			Threat of Substitute Products
			Bargaining Power of Buyers
			Bargaining Power of Suppliers
			Rivalry among Competitors
		16-2 Competitive Advantage
			Generic Strategies for Creating Competitive Advantage
				BROAD MARKET STRATEGIES: COST LEADERSHIP AND DIFFERENTIATION
				NARROW TARGET STRATEGIES: COST FOCUS AND FOCUSED DIFFERENTIATION
			Creating Competitive Advantage via Strategic Intent
				LAYERS OF ADVANTAGE
				LOOSE BRICKS
				CHANGING THE RULES
				COLLABORATING
		16-3 Global Competition and National Competitive Advantage
			Factor Conditions
				HUMAN RESOURCES
				PHYSICAL RESOURCES
				KNOWLEDGE RESOURCES
				CAPITAL RESOURCES
				INFRASTRUCTURE RESOURCES
			Demand Conditions
				COMPOSITION OF HOME DEMAND
				SIZE AND PATTERN OF GROWTH OF HOME DEMAND
				RAPID HOME‐MARKET GROWTH
				MEANS BY WHICH A NATION’S PRODUCTS AND SERVICES ARE PUSHED OR PULLED INTO FOREIGN COUNTRIES
			Related and Supporting Industries
			Firm Strategy, Structure, and Rivalry
			Chance
			Government
		16-4 Current Issues in Competitive Advantage
			Hypercompetitive Industries
				COST AND QUALITY
				TIMING AND KNOW‐HOW
				ENTRY BARRIERS
			The Flagship Firm: The Business Network with Five Partners
			Blue Ocean Strategy
			Additional Research on Competitive Advantage
		Summary
		Discussion Questions
		Case 16-1 IKEA (continued)
		Case 16-2 “Everything Is Awesome, Everything Is Cool” at LEGO
	Chapter 17 Leadership, Organization, and Corporate Social Responsibility
		Case 17-1 A Changing of the Guard at Unilever
		17-1 Leadership
			Top Management Nationality
			Leadership and Core Competence
		17-2 Organizing For Global Marketing
			Patterns of International Organizational Development
				INTERNATIONAL DIVISION STRUCTURE
				REGIONAL MANAGEMENT CENTERS
				GEOGRAPHIC AND PRODUCT DIVISION STRUCTURES
				THE MATRIX DESIGN
		17-3 Lean Production: Organizing The Japanese Way
			Assembler Value Chains
			Downstream Value Chains
		17-4 Ethics, Corporate Social Responsibility, and Social Responsiveness in the Globalization Era
		Summary
		Discussion Questions
		Case 17-1 Unilever (continued)
Glossary
Author/Name Index
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