Efnisyfirlit

• Cover
• 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
• 2 Economic Environment
• Intertwined World Economy
• Country Competitiveness
• Emerging Economies
• 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
• 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
• 4 Global Cultural Environment and Buying Behavior
• Meaning of Culture
• Elements of Culture
• Cross‐Cultural Comparisons
• Adapting to Cultures
• Culture and the Marketing Mix
• SUMMARY
• KEY TERMS
• REVIEW QUESTIONS
• DISCUSSION QUESTIONS
• FURTHER READING
• 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
• 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
• 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 Positioning46
• SUMMARY
• KEY TERMS
• REVIEW QUESTIONS
• DISCUSSION QUESTIONS
• FURTHER READING
• APPENDIX
• 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
• 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
• 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: INCREMENTAL BREAK‐EVEN ANALYSIS FOR STANDARDIZATION VERSUS ADAPTATION DECISIONS
• 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
• 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
• 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
• 14 Sales Management
• Market Entry Options and Salesforce Strategy
• Cultural Considerations
• Impact of Culture on Sales Management and Personal Selling Process
• Cross‐Cultural Negotiations
• Expatriates
• SUMMARY
• KEY TERMS
• REVIEW QUESTIONS
• DISCUSSION QUESTIONS
• FURTHER READING
• 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
• 16 Export and Import Management
• Organizing for Exports
• Indirect Exporting
• Direct Exporting
• Mechanics of Exporting
• Role of the Government in Promoting Exports25
• Managing Imports—The Other Side of the Coin
• Mechanics of Importing
• Gray Markets
• SUMMARY
• KEY TERMS
• REVIEW QUESTIONS
• DISCUSSION QUESTIONS
• FURTHER READING
• 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
• 18 Marketing Strategies for Emerging Markets
• Emerging Markets
• Competing with the New Champions
• Targeting/Positioning Strategies in Emerging Markets—BOP or no BOP?
• 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
• 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
• 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
• Subject Index
• Name Index
• Company Index
• End User License Agreement