Additional Information
Book Details
Abstract
For courses in International Marketing and Global Marketing.
This is the leading MBA text in international marketing—with comprehensive cases.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Contents | 7 | ||
| Preface | 17 | ||
| Acknowledgements | 19 | ||
| Part I: Introduction and Overview | 23 | ||
| Chapter 1 IntroductIon to Global Marketing | 23 | ||
| Introduction | 23 | ||
| Marketing: A Universal Discipline | 25 | ||
| The Marketing Concept | 25 | ||
| The Three Principles of Marketing | 28 | ||
| Customer Value and the Value Equation | 28 | ||
| Competitive or Differential Advantage | 29 | ||
| Focus | 29 | ||
| Global Marketing: What It Is and What It Is Not | 29 | ||
| The Standardization Debate | 30 | ||
| Globalization and Global Marketing | 34 | ||
| Management Orientations | 37 | ||
| Ethnocentric Orientation | 38 | ||
| Polycentric Orientation | 39 | ||
| Regiocentric and Geocentric Orientations | 39 | ||
| Driving and Restraining Forces | 40 | ||
| Driving Forces | 41 | ||
| Restraining Forces | 48 | ||
| Outline of This Book | 49 | ||
| Chapter Summary | 49 | ||
| Discussion Questions | 50 | ||
| Suggested Readings | 50 | ||
| Appendix: The 18 Guiding Principles of Legacy Marketing | 51 | ||
| Part II: The Global Marketing Environment | 58 | ||
| Chapter 2 The Global Economic Environment | 58 | ||
| Introduction | 58 | ||
| The World Economy—An Overview | 60 | ||
| The World Economy: Important Trends | 61 | ||
| Economic Activity Will Shift from West to East | 62 | ||
| Aging Worldwide Population Will Demand Increasing Levels of Productivity and Efficiency | 63 | ||
| Shifts and Growth in Consumer Segments Will Result in Changes in the Global Consumer Marketplace | 63 | ||
| Changing Industry Structures and Emerging New Models of Corporate Organization Will be Characteristic of Growing Global Competition | 64 | ||
| The Demand for Natural Resources Will Continue to Grow, Resulting in Growing Pressure on an Already Strained Global, Natural Environment | 64 | ||
| Scrutiny of Global Firms’ Worldwide Practices Will Increase as the Reach and Scale of Global Firms Expand; Increasing Regulation Will Shape the Structure and Conduct of Whole Industries | 65 | ||
| The Economics of Information Will Be Transformed as the Ubquitous Nature of Information Expands | 66 | ||
| Talent Pools Have Become Global in Nature; Assimilating Talent into the Leadership Structure of a Global Company Will Be a Competitive Advantage | 67 | ||
| The Market State: Varying Degrees of Economic Freedom | 68 | ||
| Stages Of Market Development | 71 | ||
| Low-Income Countries | 75 | ||
| Lower-Middle-Income Countries | 76 | ||
| Upper-Middle-Income Countries | 77 | ||
| High-Income Countries | 78 | ||
| Income And Purchasing Power Parity Around The Globe | 79 | ||
| International Comparison Program (ICP) of the World Bank | 83 | ||
| Actual Individual Consumption | 84 | ||
| The Location of Population | 85 | ||
| Global Trade And Investment | 86 | ||
| The Balance of Payments | 86 | ||
| Global Trade Patterns | 87 | ||
| Exchange Rates | 89 | ||
| Degrees of Economic Cooperation | 91 | ||
| A Free Trade Area | 91 | ||
| A Customs Union | 91 | ||
| A Common Market | 92 | ||
| Chapter Summary | 94 | ||
| Discussion Questions | 95 | ||
| Suggested Readings | 95 | ||
| Chapter 3 The Political, Legal, and Regulatory Environments Of Global Marketing | 97 | ||
| Introduction | 97 | ||
| The Political Environment | 98 | ||
| Nation-States and Sovereignty | 98 | ||
| Political Risk | 99 | ||
| Taxes | 100 | ||
| Dilution of Equity Control | 101 | ||
| Expropriation | 102 | ||
| International Law | 102 | ||
| Common Versus Code Law | 103 | ||
| Sidestepping Legal Problems: Important Business Issues | 104 | ||
| Establishment | 105 | ||
| Jurisdiction | 106 | ||
| Intellectual Property: Patents and Trademarks | 106 | ||
| International Trademark Filings | 107 | ||
| Antitrust | 110 | ||
| Licensing and Trade Secrets | 111 | ||
| Bribery and Corruption | 113 | ||
| Forms of Corruption | 114 | ||
| Estimating the Pervasiveness and Magnitude of Corruption | 115 | ||
| Characteristics of Countries with High Perceived Levels of Corruption | 116 | ||
| Anticorruption Laws and Regulations | 117 | ||
| Conflict Resolution, Dispute Settlement, and Litigation | 117 | ||
| Alternatives to Litigation for Dispute Settlement | 118 | ||
| The Regulatory Environment | 120 | ||
| The European Union | 121 | ||
| The World Trade Organization and Its Role in International Trade | 121 | ||
| Ethical Issues | 122 | ||
| Summary | 123 | ||
| Discussion Questions | 123 | ||
| Suggested Readings | 124 | ||
| Chapter 4 The Global Cultural EnvIronment | 125 | ||
| Introduction | 126 | ||
| Basic Aspects of Society and Culture | 127 | ||
| The Search for Cultural Universals | 131 | ||
| Communication and Negotiation | 132 | ||
| Social Behavior | 132 | ||
| Analytical Approaches to Cultural Factors | 133 | ||
| Maslow’s Hierarchy of Needs | 133 | ||
| Standardized Cultural Classifications | 135 | ||
| Hofstede’s National Culture Dimensions | 136 | ||
| Project Globe | 137 | ||
| Inglehart’s World Values Survey | 138 | ||
| Schwartz’s Cultural Value Orientations | 139 | ||
| Leung and Bond’s Social Axioms | 143 | ||
| Ethnographic and Other Nonsurvey Approaches | 144 | ||
| Living, Working, and Thriving in Different Cultures | 145 | ||
| Understanding the Complexity of Identity | 145 | ||
| The Self-Reference Criterion and Perception | 147 | ||
| Environmental Sensitivity | 148 | ||
| Cross-Cultural Complications and Suggested Solutions | 151 | ||
| Training in Cross-Cultural Competency | 152 | ||
| Summary | 153 | ||
| Discussion Questions | 154 | ||
| Suggested Readings | 155 | ||
| Part III: Analyzing And Targeting Global Market Opportunities | 157 | ||
| Chapter 5 Global Customers | 157 | ||
| Introduction | 157 | ||
| The Global Marketing Plan | 160 | ||
| Regional Market Characteristics | 160 | ||
| European Union | 161 | ||
| Russia | 162 | ||
| North America | 164 | ||
| Asia-Pacific | 168 | ||
| Latin America and the Carribean | 175 | ||
| Middle East and Africa | 177 | ||
| Marketing In Low-Income Countries | 180 | ||
| Global Buyers | 181 | ||
| Customer Value and the Value Equation | 182 | ||
| Diffusion Theory | 183 | ||
| Summary | 186 | ||
| Discussion Questions | 186 | ||
| Experiential Exercise: The Global Marketing Plan | 187 | ||
| Application Exercises | 187 | ||
| Suggested Readings | 187 | ||
| Chapter 6 Global Marketing Information Systems and Research | 188 | ||
| Introduction | 188 | ||
| Overview of Global Marketing Information Systems | 190 | ||
| Information Subject Agenda | 191 | ||
| Scanning Modes: Surveillance and Search | 192 | ||
| Sources of Market Information | 194 | ||
| Human Sources | 194 | ||
| Documentary Sources | 195 | ||
| Internet Sources | 195 | ||
| Web Analytics: Clouds, Big Data, and Smart Assets | 197 | ||
| Direct Perception | 198 | ||
| Formal Marketing Research | 199 | ||
| Step 1: Identify the Research Problem | 199 | ||
| Step 2: Develop a Research Plan | 202 | ||
| Step 3: Collecting Data | 202 | ||
| Primary Data and Survey Research | 204 | ||
| Step 4: Analyze Research Data | 207 | ||
| Step 5: Present the Findings | 209 | ||
| Linking Global Marketing Research to The Decision-Making Process | 210 | ||
| Current Issues in Global Marketing Research | 211 | ||
| Headquarters Control of Global Marketing Research | 213 | ||
| The Marketing Information System as a Strategic Asset | 213 | ||
| An Integrated Approach to Information Collection | 214 | ||
| Summary | 215 | ||
| Discussion Questions | 215 | ||
| Application Exercises | 216 | ||
| Suggested Readings | 216 | ||
| Chapter 7 Segmentation, Targeting, and Positioning | 217 | ||
| Introduction | 217 | ||
| Global Market Segmentation | 218 | ||
| Geographic Segmentation | 220 | ||
| Demographic Segmentation | 220 | ||
| Psychographic Segmentation | 222 | ||
| Behavior Segmentation | 226 | ||
| Benefit Segmentation | 226 | ||
| Vertical Versus Horizontal Segmentation | 226 | ||
| Global Targeting | 227 | ||
| Criteria for Targeting | 227 | ||
| Selecting a Global Target Market Strategy | 228 | ||
| Global Product Positioning | 229 | ||
| High-Tech Positioning | 231 | ||
| High-Touch Positioning | 231 | ||
| Summary | 232 | ||
| Discussion Questions | 232 | ||
| Suggested Readings | 233 | ||
| Part IV: Global Marketing Strategy | 234 | ||
| Chapter 8 Global Entry and Expansion Strategies | 234 | ||
| Introduction | 234 | ||
| Decision Criteria for International Business | 236 | ||
| Political Risk | 236 | ||
| Market Access | 237 | ||
| Factor Costs and Conditions | 237 | ||
| Country Infrastructure | 238 | ||
| Foreign Exchange | 239 | ||
| Creating a Product-Market Profile | 239 | ||
| Market Selection Criteria | 240 | ||
| Visits to the Potential Market | 241 | ||
| Entry and Expansion Decisions and Alternatives | 241 | ||
| “Going Global” Decision Criteria | 242 | ||
| Exporting and Export Sourcing | 244 | ||
| Organizing for Export Sourcing | 245 | ||
| Licensing | 248 | ||
| Franchising | 249 | ||
| Product Sourcing | 251 | ||
| Investment: Joint Venture and FDI | 251 | ||
| Ownership/Investment | 254 | ||
| Market Expansion Strategies | 254 | ||
| Alternative Strategies: Stages of Development Model | 256 | ||
| Summary | 259 | ||
| Discussion Questions | 260 | ||
| Suggested Readings | 260 | ||
| Chapter 9 Competitive Analysis and Strategy | 262 | ||
| Introduction | 263 | ||
| Strategy Defined | 265 | ||
| Industry Analysis Forces Influencing Competition | 266 | ||
| Five Forces | 267 | ||
| Global Competition and National Competitive Advantage | 270 | ||
| Factor Conditions | 271 | ||
| Basic Versus Advanced Factors | 273 | ||
| Generalized Versus Specialized Factors | 273 | ||
| Demand Conditions | 273 | ||
| Related and Supporting Industries | 274 | ||
| Firm Strategy, Structure, and Rivalry | 275 | ||
| Other Forces Acting on the Diamond | 276 | ||
| Other Nonmarket Factors | 277 | ||
| Single or Double Diamond? | 278 | ||
| Competitive Advantage and Strategic Models | 278 | ||
| Generic Strategies for Creating Competitive Advantage | 279 | ||
| Broad Market Strategies | 281 | ||
| Narrow Target Strategies | 282 | ||
| Strategic Positions | 283 | ||
| Variety-Based Positioning | 283 | ||
| Needs-Based Positioning | 284 | ||
| Access-Based Positioning | 284 | ||
| Which Position to Take? | 285 | ||
| Competitive Innovation and Strategic Intent | 285 | ||
| Layers of Advantage | 286 | ||
| Changing the Rules | 286 | ||
| Collaborating | 287 | ||
| Hypercompetition? | 288 | ||
| Summary | 289 | ||
| Discussion Questions | 289 | ||
| Suggested Readings | 289 | ||
| Part V: Creating Global Marketing Programs | 291 | ||
| Chapter 10 Product Decisions | 291 | ||
| Introduction | 293 | ||
| Basic Concepts | 293 | ||
| Products: Definition and Classification | 293 | ||
| Products: Local, National, International, and Global | 294 | ||
| Product Positioning | 299 | ||
| Attribute or Benefit | 299 | ||
| Quality/Price | 300 | ||
| Use/User | 300 | ||
| High-Tech Positioning | 300 | ||
| High-Touch Positioning | 301 | ||
| Product Saturation Levels in Global Markets | 301 | ||
| Product Design Considerations | 302 | ||
| Preferences | 302 | ||
| Cost | 303 | ||
| Laws and Regulations | 303 | ||
| Compatibility | 303 | ||
| Attitudes Toward Country of Origin | 304 | ||
| Global Product Positioning: Strategic Alternatives | 305 | ||
| Strategy 1: Product/Communication Extension (Dual Extension) | 306 | ||
| Strategy 2: Product Extension/Communication Adaptation | 307 | ||
| Strategy 3: Product Adaptation/Communication Extension | 307 | ||
| Strategy 4: Dual Adaptation | 308 | ||
| Strategy 5: Product Invention | 308 | ||
| New Products in Global Marketing | 310 | ||
| Identifying New-Product Ideas | 311 | ||
| New-Product Development Location | 311 | ||
| Testing New Products in National Markets | 313 | ||
| Summary | 313 | ||
| Discussion Questions | 313 | ||
| Application Exercises | 313 | ||
| Experiential Exercises | 314 | ||
| Suggested Readings | 314 | ||
| Chapter 11 Pricing Decisions | 316 | ||
| Introduction | 317 | ||
| Basic Pricing Concepts | 317 | ||
| Cost | 317 | ||
| The Experience Curve | 318 | ||
| Competition | 318 | ||
| Demand | 319 | ||
| Environmental Influences on Pricing Decisions | 320 | ||
| Currency Fluctuations | 320 | ||
| Exchange-Rate Clauses | 321 | ||
| Pricing in an Inflationary Environment | 322 | ||
| Government Controls and Subsidies | 322 | ||
| Competitive Behavior | 323 | ||
| Price and Quality Relationships | 323 | ||
| Global Pricing Objectives and Strategies | 323 | ||
| Market Skimming | 323 | ||
| Penetration Pricing | 324 | ||
| Market Holding | 324 | ||
| Cost Plus/Price Escalation | 325 | ||
| Using Sourcing as a Strategic Pricing Tool | 326 | ||
| Gray Market Goods | 327 | ||
| Dumping | 328 | ||
| Transfer Pricing | 330 | ||
| Cost-Based Transfer Pricing | 331 | ||
| Market-Based Transfer Price | 331 | ||
| Negotiated Transfer Prices | 331 | ||
| Tax Regulations and Transfer Prices | 331 | ||
| Duty and Tariff Constraints | 334 | ||
| Joint Ventures | 334 | ||
| Global Pricing—Three Policy Alternatives | 335 | ||
| Extension/Ethnocentric | 335 | ||
| Adaptation/Polycentric | 336 | ||
| Invention/Geocentric | 336 | ||
| Actual Pricing Practices | 337 | ||
| Summary | 338 | ||
| Discussion Questions | 338 | ||
| Suggested Readings | 338 | ||
| Appendix 1: Section 482, US Internal Revenue Code | 339 | ||
| Appendix 2: Trade Terms | 339 | ||
| Appendix 3: Trade Documentation and Getting Paid | 340 | ||
| Chapter 12 Global Marketing Channels | 345 | ||
| Introduction | 345 | ||
| Global Marketing Channels—Historical Development and Current Trends | 346 | ||
| Channel Strategy | 348 | ||
| Customer Characteristics | 353 | ||
| Product Characteristics | 353 | ||
| Middleman Characteristics | 354 | ||
| Environmental Characteristics | 357 | ||
| Distribution Channels: Terminology and Structure | 357 | ||
| Consumer Products | 357 | ||
| Industrial Products | 361 | ||
| Global Retailing | 362 | ||
| Global Channel Innovation | 363 | ||
| Channel Strategy for New Market Entry | 364 | ||
| Physical Distribution and Logistics | 365 | ||
| Order Processing | 366 | ||
| Warehousing and Inventory Management | 366 | ||
| Transportation | 366 | ||
| Case Example: Japan | 368 | ||
| Devising a Japanese Distribution Strategy | 369 | ||
| Summary | 370 | ||
| Discussion Questions | 370 | ||
| Suggested Readings | 370 | ||
| Chapter 13 Global Integrate Marketing Communications | 372 | ||
| Introduction | 372 | ||
| Global Integrated Marketing Communications | 374 | ||
| The Extension Versus Adaptation Debate | 377 | ||
| Customer Engagement | 380 | ||
| Encouraging Social Engagement | 382 | ||
| Online Reputation Management | 384 | ||
| Social Media Content and Targeting | 385 | ||
| Using Data to Drive Business Value | 391 | ||
| Advertising Strategy | 393 | ||
| Advertising Appeals | 394 | ||
| Art | 396 | ||
| Copy | 396 | ||
| Cultural Considerations | 398 | ||
| Summary | 399 | ||
| Discussion Questions | 399 | ||
| Suggested Readings | 400 | ||
| Part VI: Managing the Global Marketing Program | 401 | ||
| Chapter 14 Global Organization and Leadership: Managing the Global Marketing Effort | 401 | ||
| Introduction | 401 | ||
| Great Companies Think Differently | 402 | ||
| Organization | 404 | ||
| International Division Structure | 407 | ||
| Regional Management Centers | 408 | ||
| Geographic Structure | 409 | ||
| Global Product Division Structure | 410 | ||
| The Integrated Structure | 411 | ||
| Relationship Among Structure, Foreign Product Diversification, and Size | 415 | ||
| Organizational Structure and National Origin | 415 | ||
| The Myth of the Ideal Organization Structure | 417 | ||
| Impact of Emerging Markets on Global Structure | 418 | ||
| Global Marketing Audit | 418 | ||
| The Global Marketing Audit Defined | 418 | ||
| Planning and Budgeting | 421 | ||
| Evaluating Performance | 422 | ||
| Influences on Marketing Plans and Budgets | 423 | ||
| Summary | 425 | ||
| Discussion Questions | 425 | ||
| Suggested Readings | 425 | ||
| Chapter 15 Global Corporate Social Responsibility and Environmental Sustainability | 427 | ||
| Introduction | 427 | ||
| Historical Context | 428 | ||
| Shared Value: The Big New Idea in Marketing | 430 | ||
| Great Companies Think Differently | 432 | ||
| Environmental Sustainability | 434 | ||
| Can CSR Be Measured? | 436 | ||
| Sustainability and Innovation | 436 | ||
| Stakeholders | 437 | ||
| Management | 438 | ||
| Shareholders | 438 | ||
| Employees | 439 | ||
| Customers | 440 | ||
| Suppliers | 441 | ||
| Society | 441 | ||
| Summary | 441 | ||
| Discussion Questions | 442 | ||
| Suggested Readings | 442 | ||
| Chapter 16 The Future of Global Marketing | 444 | ||
| Introduction | 445 | ||
| Eight Major Trends | 446 | ||
| Globalization and Information Technology | 447 | ||
| Marketing and the Web: The End of Distance | 447 | ||
| Technological Convergence and Connecting to the Customer | 448 | ||
| World Economic Growth and the Rise of the Rest | 450 | ||
| Population Changes | 452 | ||
| Trade-Cycle Model Clarified | 454 | ||
| Shared Value: The Big New Idea in Marketing | 456 | ||
| The Cs of Marketing: Three Times Four = Twelve | 456 | ||
| Sustainability | 456 | ||
| Careers in Global Marketing | 458 | ||
| Summary | 458 | ||
| Discussion Questions | 459 | ||
| Suggested Readings | 459 | ||
| Appendix: The Twelve Cs of New Wave Marketing | 460 | ||
| Name Index | 465 | ||
| A | 465 | ||
| B | 465 | ||
| C | 465 | ||
| D | 466 | ||
| E | 466 | ||
| F | 466 | ||
| G | 466 | ||
| H | 466 | ||
| I | 467 | ||
| J | 467 | ||
| K | 467 | ||
| L | 467 | ||
| M | 468 | ||
| N | 468 | ||
| O | 468 | ||
| P | 468 | ||
| Q | 469 | ||
| R | 469 | ||
| S | 469 | ||
| T | 470 | ||
| U | 470 | ||
| V | 470 | ||
| W | 470 | ||
| X | 470 | ||
| Y | 470 | ||
| Z | 470 | ||
| Subject Index | 471 | ||
| A | 471 | ||
| B | 471 | ||
| C | 471 | ||
| D | 472 | ||
| E | 472 | ||
| F | 473 | ||
| G | 473 | ||
| H | 474 | ||
| I | 474 | ||
| J | 474 | ||
| K | 474 | ||
| L | 475 | ||
| M | 475 | ||
| N | 476 | ||
| O | 476 | ||
| P | 476 | ||
| Q | 477 | ||
| R | 477 | ||
| S | 477 | ||
| T | 478 | ||
| U | 478 | ||
| V | 478 | ||
| W | 478 | ||
| X | 479 | ||
| Y | 479 | ||
| Z | 479 |