Description
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- Cover
- Title Page
- Dedication
- Copyright
- The Following Additional Cases Appear on the Textbook’s Website
- About The Authors
- Preface
- Acknowledgments
- 1 Globalization Imperative
- Why Global Marketing Is Imperative
- The Fluid Nature of Global Competition
- Globalization of Markets: Convergence and Divergence
- Evolution of Global Marketing
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Appendix: Theories of International Trade and the Multinational Enterprise
- Summary
- Key Terms
- Notes
- 2 Economic Environment
- Intertwined World Economy
- Country Competitiveness
- Emerging Markets
- Evolution of Cooperative Global Trade Agreements
- Information Technology and the Changing Nature of Competition
- Regional Economic Arrangements
- Multinational Corporations
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 3 Financial Environment
- Historical Role of the U.S. Dollar
- Development of Today’s International Monetary System
- Foreign Exchange and Foreign Exchange Rates
- Balance of Payments
- Economic and Financial Turmoil around the World
- Marketing in the Euro Area
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 4 Global Cultural Environment and Buying Behavior
- Meaning of Culture
- Elements of Culture
- Cross‐Cultural Comparisons
- Cultural Distance
- Adapting to Cultures
- Culture and the Marketing Mix
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 5 Political and Legal Environment
- Political Environment—Individual Governments
- Political Environment—Social Pressures and Political Risk
- Terrorism and the World Economy
- International Agreements
- International Law and Local Legal Environment
- Issues Transcending National Boundaries
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 6 Global Marketing Research
- Research Problem Formulation
- Secondary Global Marketing Research
- Primary Global Marketing Research
- Leveraging the Internet for Global Market Research Studies
- Market Size Assessment
- New Market Information Technologies
- Managing Global Marketing Research
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 7 Global Segmentation and Positioning
- Reasons for International Market Segmentation
- International Market Segmentation Approaches
- Segmentation Scenarios
- Bases for International Market Segmentation
- International Positioning Strategies
- Global, Foreign, and Local Consumer Culture Positioning47
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Appendix: Segmentation Tools
- Notes
- 8 Global Marketing Strategies
- Information Technology and Global Competition
- Global Strategy
- Global Marketing Strategy
- R&D, Operations, and Marketing Interfaces
- Regionalization of Global Marketing Strategy
- Competitive Analysis
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 9 Global Market Entry Strategies
- Country Selection
- Scale of Entry
- Choosing the Mode of Entry
- Exporting
- Licensing
- Franchising
- Expanding through Joint Ventures and Alliances
- Wholly Owned Subsidiaries
- Dynamics of Entry Strategies
- Timing of Entry
- Exit Strategies
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Appendix A: Country Screening—Converting Raw Data into a 10‐Point Scale
- Appendix B: A Lternative Country Screening Procedure
- Appendix C: Mode of Entry Choice—Three Theoretical Perspectives
- Notes
- 10 Global Product Policy Decisions I: Developing New Products for Global Markets
- Standardization versus Customization
- Multinational Diffusion
- Developing New Products in the Global Marketplace
- Truly Global Product Development
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Appendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development
- Appendix B: Back‐of‐the‐Envelope Calculations—Incremental Break‐Even Analysis (IBEA)
- Notes
- 11 Global Product Policy Decisions II: Marketing Products and Services
- Global Branding Strategies
- Management of Multinational Product Lines
- Product Piracy
- Country‐of‐Origin (COO) Effects
- Global Marketing of Services
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 12 Global Pricing
- Drivers of Foreign Market Pricing
- Managing Price Escalation
- Pricing in Inflationary Environments
- Global Pricing, Currency Fluctuations, and Tariffs
- Transfer Pricing
- Global Pricing and Antidumping Regulation
- Price Coordination
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 13 Global Communication Strategies
- Global Advertising and Culture
- Setting the Global Advertising Budget
- Creative Strategy
- Global Media Decisions
- Advertising Regulations
- Choosing an Advertising Agency
- Other Communication Platforms
- Globally Integrated Marketing Communications (GIMC)
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 14 Sales Management
- Market Entry Options and Salesforce Strategy
- Cultural Considerations
- Impact of Culture on Sales Management and Personal Selling Process
- Salesforce Management
- Cross‐Cultural Negotiations
- Expatriates
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 15 Global Logistics and Distribution
- Definition of Global Logistics
- Managing Physical Distribution
- Managing Sourcing Strategy
- Free Trade Zones
- International Distribution Channel
- International Retailing
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 16 Export and Import Management
- Organizing for Exports
- Indirect Exporting
- Direct Exporting
- Mechanics of Exporting
- Role of the Government in Promoting Exports28
- Managing Imports—The Other Side of the Coin
- Mechanics of Importing
- Gray Markets
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 17 Planning, Organization, and Control of Global Marketing Operations
- Global Strategic Marketing Planning
- Key Criteria in Global Organizational Design
- Organizational Design Options
- Organizing for Global Brand Management
- Life Cycle of Organizational Structures
- Control of Global Marketing Efforts
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 18 Marketing Strategies for Emerging Markets
- Emerging Markets
- Competing with the New Champions
- Targeting/Positioning Strategies in Emerging Markets
- Entry Strategies for Emerging Markets
- Product Policy
- Pricing Strategy
- The Distribution Challenge
- Communication Strategies for Emerging Markets
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 19 Global Marketing and the Internet
- Barriers to Global Internet Marketing
- Global Internet Consumers
- Globally Integrated versus Locally Responsive Internet Marketing Strategies
- The Internet and Global Product Policy
- Global Pricing and the Web
- Global Distribution Strategies and the Internet
- The Role of the Internet for Global Communication Strategies
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- 20 Sustainable Marketing in the Global Marketplace
- Global Corporate Citizenship
- Major Areas of CSR
- The Case for Sustainability
- Challenges for Sustainability Strategies
- Sustainable Marketing and Global Consumers
- Developing and Implementing a Sustainable Strategy
- Global Stakeholder Engagement Programs
- Sustainable Marketing Mix Policy for the Global Marketplace
- Crisis Management and Consumer Boycotts
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Notes
- Subject Index
- Name Index
- Company Index
- End User License Agreement
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