Global Marketing Management 8th Edition

1 Globalization Imperative 1 Why Global Marketing is Imperative 3 The Fluid Nature of Global Competition 7 Globalization of Markets: Convergence and Divergence 11 Evolution of Global Marketing 17 Summary 26 Key Terms 26 Review Questions 26 Discussion Questions 26 Further Reading 27 Appendix: Theories of International Trade and the Multinational Enterprise 28 Summary 34 Key Terms 34 2 Economic Environment 35 Intertwined World Economy 37 Country Competitiveness 42 Emerging Economies 44 Evolution of Cooperative Global Trade Agreements 47 Information Technology and the Changing Nature of Competition 54 Regional Economic Arrangements 57 Multinational Corporations 62 Summary 64 Key Terms 65 Review Questions 65 Discussion Questions 65 Further Reading 66 3 Financial Environment 68 Historical Role of the U.S. Dollar 69 Development of Today's International Monetary System 70 Foreign Exchange and Foreign Exchange Rates 76 Balance of Payments 83 Economic and Financial Turmoil Around the World 88 Marketing in the Euro Area 95 Summary 101 Key Terms 102 Review Questions 102 Discussion Questions 103 Further Reading 103 4 Global Cultural Environment and Buying Behavior 104 Meaning of Culture 106 Elements of Culture 107 Cross-Cultural Comparisons 120 Adapting to Cultures 128 Culture and the Marketing Mix 130 Summary 137 Key Terms 138 Review Questions 138 Discussion Questions 138 Further Reading 139 5 Political and Legal Environment 141 Political Environment-Individual Governments 142 Political Environment-Social Pressures and Political Risk 156 Terrorism and The World Economy 164 International Agreements 165 International Law and Local Legal Environment 171 Issues Transcending National Boundaries 176 Summary 192 Key Terms 192 Review Questions 193 Discussion Questions 193 Further Reading 195 6 Global Marketing Research 196 Research Problem Formulation 200 Secondary Global Marketing Research 201 Primary Global Marketing Research 206 Leveraging the Internet for Global Market Research Studies 214 Market Size Assessment 216 New Market Information Technologies 222 Managing Global Marketing Research 224 Summary 226 Key Terms 227 Review Questions 228 Discussion Questions 228 Further Reading 229 7 Global Segmentation and Positioning 230 Reasons for International Market Segmentation 231 International Market Segmentation Approaches 235 Segmentation Scenarios 236 Bases for International Market Segmentation 239 International Positioning Strategies 247 Global, Foreign, and Local Consumer Culture Positioning 253 Summary 256 Key Terms 256 Review Questions 256 Discussion Questions 256 Further Reading 257 Appendix 257 Regression 259 8 Global Marketing Strategies 261 Information Technology and Global Competition 262 Global Strategy 267 Global Marketing Strategy 279 R&D, Operations, and Marketing Interfaces 285 Regionalization of Global Marketing Strategy 290 Competitive Analysis 298 Summary 299 Key Terms 299 Review Questions 299 Discussion Questions 300 Further Reading 301 9 Global Market Entry Strategies 302 Country Selection 303 Scale of Entry 306 Choosing the Mode of Entry 307 Exporting 312 Licensing 314 Franchising 316 Expanding through Joint Ventures and Alliances 317 Wholly Owned Subsidiaries 324 Dynamics of Entry Strategies 329 Timing of Entry 330 Exit Strategies 333 Summary 336 Key Terms 337 Review Questions 337 Discussion Questions 337 Further Reading 339 Appendix A: Country Screening-Converting Raw Data into a 10-Point Scale 339 Appendix B: Alternative Country Screening Procedure 340 Appendix C: Mode of Entry Choice-Three Theoretical Perspectives 341 10 Global Product Policy Decisions I: Developing New Products for Global Markets 342 Standardization versus Customization 344 Multinational Diffusion 349 Developing New Products in the Global Marketplace 353 Truly Global Product Development 363 Summary 364 Key Terms 365 Review Questions 365 Discussion Questions 365 Further Reading 366 Appendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development 367 Appendix B: Back-of-the-Envelope Calculations-Incremental Break-Even Analysis (IBEA) 369 11 Global Product Policy Decisions II: Marketing Products and Services 371 Global Branding Strategies 373 Management of Multinational Product Lines 385 Product Piracy 390 Country-of-Origin (COO) Effects 394 Global Marketing of Services 400 Summary 403 Key Terms 403 Review Questions 403 Discussion Questions 404 Further Reading 405 12 Global Pricing 406 Drivers of Foreign Market Pricing 407 Managing Price Escalation 414 Pricing in Inflationary Environments 417 Global Pricing, Currency Fluctuations, and Tariffs 419 Transfer Pricing 423 Global Pricing and Antidumping Regulation 426 Price Coordination 427 Summary 432 Key Terms 432 Review Questions 432 Discussion Questions 433 Further Reading 433 13 Global Communication Strategies 434 Global Advertising and Culture 435 Setting the Global Advertising Budget 439 Creative Strategy 441 Global Media Decisions 448 Advertising Regulations 450 Choosing an Advertising Agency 454 Other Communication Platforms 456 Globally Integrated Marketing Communications (GIMC) 466 Summary 468 Key Terms 468 Review Questions 469 Discussion Questions 469 Further Reading 470 14 Sales Management 471 Market Entry Options and Salesforce Strategy 473 Cultural Considerations 477 Impact of Culture on Sales Management and Personal Selling Process 483 Cross-Cultural Negotiations 490 Expatriates 495 Summary 502 Key Terms 502 Review Questions 502 Discussion Questions 503 Further Reading 504 15 Global Logistics and Distribution 505 Definition of Global Logistics 506 Managing Physical Distribution 509 Managing Sourcing Strategy 518 Free Trade Zones 528 International Distribution Channel 531 International Retailing 534 Summary 544 Key Terms 545 Review Questions 545 Discussion Questions 545 Further Reading 546 16 Export and Import Management 548 Organizing for Exports 549 Indirect Exporting 552 Direct Exporting 553 Mechanics of Exporting 554 Role of the Government in Promoting Exports 560 Managing Imports-The Other Side of the Coin 564 Mechanics of Importing 567 Gray Markets 569 Summary 578 Key Terms 578 Review Questions 579 Discussion Questions 579 Further Reading 580 17 Planning, Organization, and Control of Global Marketing Operations 581 Global Strategic Marketing Planning 582 Key Criteria in Global Organizational Design 583 Organizational Design Options 585 Organizing for Global Brand Management 594 Life Cycle of Organizational Structures 595 Control of Global Marketing Efforts 597 Summary 600 Key Terms 601 Review Questions 602 Discussion Questions 602 Further Reading 602 18 Marketing Strategies for Emerging Markets 603 Emerging Markets 604 Competing with the New Champions 608 Entry Strategies for Emerging Markets 617 Product Policy 619 Pricing Strategy 623 The Distribution Challenge 624 Communication Strategies for Emerging Markets 627 Summary 629 Key Terms 630 Review Questions 630 Discussion Questions 630 Further Reading 631 19 Global Marketing and the Internet 632 Barriers to Global Internet Marketing 633 Global Internet Consumers 640 Globally Integrated versus Locally Responsive Internet Marketing Strategies 641 The Internet and Global Product Policy 644 Global Pricing and the Web 647 Global Distribution Strategies and the Internet 649 The Role of the Internet for Global Communication Strategies 652 Summary 657 Key Terms 658 Review Questions 658 Discussion Questions 658 Further Reading 659 20 Sustainable Marketing in the Global Marketplace 660 Global Corporate Citizenship 661 Major Areas of CSR 663 The Case for Sustainability 671 Challenges for Sustainability Strategies 673 Sustainable Marketing and Global Consumers 677 Developing and Implementing a Sustainable Strategy 679 Global Stakeholder Engagement Programs 685 Sustainable Marketing Mix Policy for the Global Marketplace 687 Crisis Management and Consumer Boycotts 693 Summary 697 Key Terms 697 Review Questions 697 Discussion Questions 697 Further Reading 698 Subject Index I-1 Name Index I-19 Company Index I-27

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