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Global Marketing Management, 4th Edition

by: Masaaki (Mike) Kotabe (Temple University ); Kristiaan Helsen (Hong Kong Univ. of Science and Technology)

Global Marketing Management, 4th Edition

by: Masaaki (Mike) Kotabe (Temple University ); Kristiaan Helsen (Hong Kong Univ. of Science and Technology)

ISBN 13:
9780471755272
ISBN 10:
0471755273
Edition: 4th
Format: Paperback
Copyright: 01/01/2007
Publisher: WILEY
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Summary

Global Marketing Management prepares the reader to become an effective manager, overseeing global marketing activities in an increasingly competitive environment. The approach presents marketing with an interdisciplinary, cross-functional perspective, where the marketer has a sound understanding of how the various functional areas interface with marketing.

Globalization Imperative	p. 1
Why Global Marketing is Imperative	p. 2
Globalization of Markets: Convergence and Divergence	p. 8
International Trade versus International Business	p. 10
Who Manages International Trade?	p. 11
Evolution of Global Marketing	p. 12
What is Marketing?	p. 12
Domestic Marketing	p. 13
Export Marketing	p. 15
International Marketing	p. 16
Multinational Marketing	p. 16
Global Marketing	p. 17
The Impact of Economic Geography and Climate on Global Marketing	p. 18
Short Cases	p. 22
Theories of International Trade and the Multinational Enterprise	p. 23
Economic Environment	p. 31
Intertwined World Economy	p. 32
Foreign Direct Investment	p. 35
Portfolio Investment	p. 36
Country Competitiveness	p. 38
Changing Country Competitiveness	p. 38
Human Resources and Technology	p. 38
Emerging Economies	p. 40
China	p. 42
India	p. 46
Russia	p. 51
Evolution of Cooperative Global Trade Agreements	p. 55
General Agreements on Tariffs and Trade	p. 55
World Trade Organization	p. 56
Information Technology and the Changing Nature of Competition	p. 61
Value of Intellectual Property in Information Age	p. 61
Proliferation of E-Commerce and Regulations	p. 63
Regional Economic Arrangements	p. 64
Free Trade Area	p. 64
Customs Union	p. 67
Common Market	p. 67
Monetary Union	p. 67
Political Union	p. 67
Multinational Corporations	p. 68
Short Cases	p. 72
Financial Environment	p. 75
Historical Role of The U.S. Dollar	p. 76
Development of the Current International Monetary System	p. 77
The Bretton Woods Conference	p. 77
The International Monetary Fund	p. 78
The International Bank for Reconstruction and Development	p. 79
Fixed versus Floating Exchange Rates	p. 80
Currency Blocs	p. 80
Foreign Exchange And Foreign Exchange Rates	p. 82
Purchasing Power Parity	p. 82
Forecasting Exchange Rate Fluctuation	p. 84
Coping with Exchange Rate Fluctuations	p. 84
Spot versus Forward Foreign Exchange	p. 86
Exchange Rate Pass-Through	p. 87
Balance of Payments	p. 89
The Internal and External Adjustments	p. 91
Economic and Financial Turmoil Around the World	p. 93
Asian Financial Crisis and Its Aftermath	p. 93
The South American Financial Crisis and Its Aftermath	p. 95
Financial Crises in Perspective	p. 96
Responses to the Regional Financial Crises	p. 96
Marketing in Euro-Land	p. 99
Historical Background	p. 99
Ramifications of the Euro for Marketers	p. 102
Short Cases	p. 107
Global Cultural Environment and Buying Behavior	p. 110
Definition of Culture	p. 112
Elements of Culture	p. 113
Material Life	p. 113
Language	p. 114
Social Interactions	p. 117
Aesthetics	p. 118
Religion	p. 121
Education	p. 123
Value Systems	p. 124
Cross-Cultural Comparisons	p. 127
High- versus Low-Context Cultures	p. 127
Hofstede's Classification Scheme	p. 128
Project Globe	p. 131
World Value Survey (Wvs)	p. 131
Adaptation To Cultures	p. 133
Culture and The Marketing Mix	p. 135
Product Policy	p. 135
Pricing	p. 136
Distribution	p. 137
Promotion	p. 137
Organizational Cultures	p. 138
Global Account Management (GAM)	p. 140
Global Accounts' Requirements	p. 140
Managing Global Account Relationships	p. 141
Global Customer Relationship Management (CRM)	p. 142
Motivations	p. 143
Gains from CRM	p. 143
Challenges	p. 144
Guidelines for Successful CRM Implementation	p. 144
Short Cases	p. 147
Political and Legal Environments	p. 149
Political Environment-Individual Governments	p. 150
Home Country versus Host Country	p. 150
Structure of Government	p. 152
Government Policies and Regulations	p. 153
Political Environment-Social Pressures and Political Risk	p. 161
Social Pressures and Special Interests	p. 162
Management of the Political Environment	p. 163
Terrorism and The World Economy	p. 168
International Agreements	p. 170
Group of Seven (G-7) and Group of Eight (G-8)	p. 171
Coordinating Committee for Multilateral Controls (COCOM)	p. 172
International Law and Local Legal Environment	p. 172
International Law	p. 173
Local Legal Systems and Laws	p. 173
Jurisdiction	p. 177
Issues Transcending National Boundaries	p. 177
ISO 9000 and 14000	p. 177
Intellectual Property Protection	p. 178
International Treaties for Intellectual Property Protection	p. 183
Antitrust Laws of the United States	p. 184
Antitrust Laws of the European Union	p. 187
U.S. Foreign Corrupt Practices Act of 1977	p. 187
Short Cases	p. 193
Global Marketing Research	p. 196
Research Problem Formulation	p. 198
Secondary Global Marketing Research	p. 200
Secondary Data Sources	p. 200
Problems with Secondary Data Research	p. 202
Primary Global Marketing Research	p. 203
Focus Groups	p. 204
Survey Methods for Cross-Cultural Marketing Research	p. 205
Market Size Assessment	p. 209
Method of Analogy	p. 209
Trade Audit	p. 212
Chain Ratio Method	p. 212
Cross-Sectional Regression Analysis	p. 213
New Market Information Technologies	p. 214
Management of Global Marketing Research	p. 217
Selecting a Research Agency	p. 217
Coordination of Multicountry Research	p. 217
Global Segmentation and Positioning	p. 222
Reasons For International Market Segmentation	p. 223
Country Screening	p. 223
Global Marketing Research	p. 224
Entry Decisions	p. 224
Positioning Strategy	p. 224
Resource Allocation	p. 225
Marketing Mix Policy	p. 225
International Market Segmentation Approaches	p. 227
Segmentation Scenarios	p. 229
Bases For Country Segmentation	p. 230
Demographics	p. 231
Socioeconomic Variables	p. 231
Behavior-Based Segmentation	p. 235
Lifestyle	p. 235
International Positioning Strategies	p. 237
Uniform versus Localized Positioning Strategies	p. 237
Universal Positioning Appeals	p. 240
Global, Foreign, and Local Consumer Culture Positioning	p. 241
Short Cases	p. 245
Segmentation Tools	p. 246
Global Marketing Strategies	p. 248
Information Technology and Global Competition	p. 249
Electronic Commerce (E-Commerce)	p. 249
Real-Time Management	p. 251
Online Communication	p. 251
E-Company	p. 252
Faster Product Diffusion	p. 252
Global Citizenship	p. 253
Global Strategy	p. 253
Global Industry	p. 253
Competitive Structure	p. 256
Gaining Competitive Advantage	p. 259
Interdependency	p. 263
Global Marketing Strategy	p. 263
Benefits of Global Marketing	p. 264
Limits to Global Marketing	p. 266
Regionalization of Global Marketing Strategy	p. 269
Cross-Subsidization of Markets	p. 269
Identification of Weak Market Segments	p. 272
Use of the "Lead Market" Concept	p. 272
Marketing Strategies for Emerging Markets	p. 274
Competitive Analysis	p. 275
Short Cases	p. 279
Global Market Entry Strategies	p. 283
Selecting The Target Market	p. 284
Choosing The Mode of Entry	p. 286
Decision Criteria for Mode of Entry	p. 286
Mode-of-Entry Choice: A Transaction Cost Explanation	p. 290
Exporting	p. 291
Licensing	p. 293
Benefits	p. 293
Caveats	p. 294
Franchising	p. 295
Benefits	p. 295
Caveats	p. 295
Contract Manufacturing (Outsourcing)	p. 296
Benefits	p. 297
Caveats	p. 297
Expanding Through Joint Ventures	p. 298
Benefits	p. 299
Caveats	p. 299
Drivers Behind Successful International Joint Ventures	p. 300
Entering New Markets Through Wholly Owned Subsidiaries	p. 302
Benefits	p. 303
Caveats	p. 303
Acquisitions and Mergers	p. 303
Greenfield Operations	p. 305
Creating Strategic Alliances	p. 305
Types of Strategic Alliances	p. 305
The Logic behind Strategic Alliances	p. 306
Cross-Border Alliances That Succeed	p. 306
Timing of Entry	p. 307
Exit Strategies	p. 309
Reasons for Exit	p. 309
Risks of Exit	p. 310
Guidelines	p. 311
Short Cases	p. 315
Alternative Country Screening Procedure	p. 317
Global Sourcing Strategy	p. 318
Extent and Complexity of Global Sourcing Strategy	p. 320
Trends In Global Sourcing Strategy	p. 323
The Decline of the Exchange Rate Determinism of Sourcing	p. 324
New Competitive Environment Caused by Excess Worldwide Capacity	p. 324
Innovations in and Restructuring of International Trade Infrastructure	p. 324
Enhanced Role of Purchasing Managers	p. 325
Trend toward Global Manufacturing	p. 325
Value Chain and Functional Interfaces	p. 327
R&D/Manufacturing Interface	p. 328
Manufacturing/Marketing Interface	p. 330
Marketing/R&D Interface	p. 332
Procurement: Types of Sourcing Strategy	p. 333
Intrafirm Sourcing	p. 334
Outsourcing (Contract Manufacturing)	p. 335
Long-Term Consequences of Global Sourcing	p. 338
Sustainable versus Transitory Core Competencies	p. 339
Benefits of Virtual Network	p. 340
Outsourcing of Service Activities	p. 341
Short Cases	p. 346
Global Product Policy Decisions I: Developing New Products for Global Markets	p. 349
Global Product Strategies	p. 351
Product and Communication Extension-Dual Extension	p. 351
Product Extension-Communications Adaptation	p. 351
Product Adaptation-Communications Extension	p. 352
Product and Communications Adaptation-Dual Adaptation	p. 352
Product Invention	p. 353
Standardization Versus Customization	p. 353
Multinational Diffusion	p. 357
Development of New Products for Global Markets	p. 359
Identifying New Product Ideas	p. 359
Screening	p. 360
Concept Testing	p. 362
Test Marketing	p. 365
Timing of Entry: Waterfall versus Sprinkler Strategies	p. 366
Truly Global Innovation	p. 369
Global Product Policy Decisions II: Marketing Products and Services	p. 373
Global Branding Strategies	p. 374
Global Branding	p. 374
Local Branding	p. 378
Global or Local Branding?	p. 379
Brand-Name Changeover Strategies	p. 383
Private Label Branding (Store Brands)	p. 386
Umbrella Branding	p. 387
Brand Name Protection	p. 388
Management of Multinational Product Lines	p. 389
Product Piracy	p. 393
Strategic Options against Product Piracy	p. 393
Country-of-Origin (COO) Stereotypes	p. 395
Country-of-Origin Influences on Consumers	p. 397
Strategies to Cope with COO Stereotypes	p. 398
Global Marketing of Services	p. 399
Challenges in Marketing Services Internationally	p. 399
Opportunities in the Global Service Industries	p. 400
Global Service Marketing Strategies	p. 401
Short Cases	p. 404
Global Pricing	p. 407
Drivers of Foreign Market Pricing	p. 408
Company Goals	p. 408
Company Costs	p. 409
Customer Demand	p. 410
Competition	p. 410
Distribution Channels	p. 412
Government Policies	p. 413
Managing Price Escalation	p. 413
Pricing In Inflationary Environments	p. 414
Global Pricing and Currency Movements	p. 416
Currency Gain/Loss Pass Through	p. 417
Currency Quotation	p. 420
Transfer Pricing	p. 420
Determinants of Transfer Prices	p. 420
Setting Transfer Prices	p. 421
Minimizing the Risk of Transfer Pricing Tax Audits	p. 422
Global Pricing and Antidumping Regulation	p. 424
Price Coordination	p. 425
Global-Pricing Contracts (GPCs)	p. 426
Aligning Pan-Regional Prices	p. 427
Implementing Price Coordination	p. 429
Countertrade	p. 429
Forms of Countertrade	p. 429
Motives behind Countertrade	p. 431
Shortcomings of Countertrade	p. 432
Short Cases	p. 436
Communicating With The World Consumer	p. 438
Global Advertising and Culture	p. 439
Language Barriers	p. 439
Other Cultural Barriers	p. 441
Global Advertising Budget	p. 443
Percentage of Sales Method	p. 443
Competitive Parity Method	p. 443
Objective-and-Task Method	p. 444
Resource Allocation	p. 445
Creative Strategy	p. 446
The Standardization versus Adaptation Debate	p. 446
Merits of Standardization	p. 446
Barriers to Standardization	p. 448
Approaches to Creating Advertising Copy	p. 449
Global Media Decisions	p. 452
Media Infrastructure	p. 452
Media Limitations	p. 453
Recent Developments in the Global Media Landscape	p. 454
Advertising Regulations	p. 457
Choice of An Advertising Agency	p. 460
Coordination of International Advertising	p. 461
Monetary Incentives (Cooperative Advertising)	p. 462
Advertising Manuals	p. 462
Lead-Country Concept	p. 462
Global or Pan-Regional Meetings	p. 462
Other Forms of Communication	p. 463
Sales Promotions	p. 464
Direct Marketing	p. 465
Event Sponsorships	p. 466
Trade Shows	p. 467
Globally Integrated Marketing Communications (GIMC)	p. 469
Short Cases	p. 472
Sales Management	p. 475
Market Entry Options and Salesforce Strategy	p. 477
Role of Foreign Governments	p. 480
Cultural Considerations	p. 480
Personal Selling	p. 480
Cultural Generalization	p. 481
Corporate (Organizational) Culture	p. 482
Relationship Marketing	p. 483
Myers-Briggs Type Indicator	p. 483
Impact of Culture On Sales Management and Personal Selling Process	p. 485
Salesforce Objectives	p. 486
Salesforce Strategy	p. 487
Recruitment and Selection	p. 488
Training	p. 488
Supervision	p. 489
Evaluation	p. 491
Cross-Cultural Negotiations	p. 491
Stages of Negotiation Process	p. 492
Cross-Cultural Negotiation Strategies	p. 492
Expatriates	p. 495
Advantages of Expatriates	p. 496
Difficulties of Sending Expatriates Abroad	p. 496
The Return of the Expatriate-Repatriation	p. 500
Generalizations about When Using Expatriates Is Positive/Negative	p. 501
Short Cases	p. 503
Global Logistics and Distribution	p. 506
Definition of Global Logistics	p. 507
Management of Global Logistics	p. 509
Modes of Transportation	p. 510
Warehousing and Inventory Management	p. 512
Third-Party Logistic (3PL) Management	p. 515
Free Trade Zones	p. 518
Maquiladora Operation	p. 520
Global Retailing	p. 522
"Push" versus "Pull"	p. 523
On-Time Retail Information Management	p. 524
Retailing Differences across the World	p. 526
Short Cases	p. 532
Export and Import Management	p. 536
Organizing for Exports	p. 538
Research for Exports	p. 538
Export Market Segments	p. 539
Indirect Exporting	p. 540
Direct Exporting	p. 542
Mechanics of Exporting	p. 543
Automated Export System (AES) on the Internet	p. 543
Legality of Exports	p. 543
Export Transactions	p. 545
Terms of Shipment and Sale	p. 546
Payment Terms	p. 546
Currency Hedging	p. 548
Role of the Government In Promoting Exports	p. 549
Export-Import Bank	p. 550
Tariff Concessions	p. 551
Export Regulations	p. 552
Managing Imports-The Other Side of the Coin	p. 553
Mechanics of Importing	p. 555
Import Documents and Delivery	p. 556
Import Duties	p. 556
Gray Markets	p. 557
Short Cases	p. 566
Planning, Organization, and Control of Global Marketing Operations	p. 569
Global Strategic Marketing Planning	p. 570
Bottom-Up versus Top-Down Strategic Planning	p. 570
Pitfalls	p. 570
Key Criteria In Global Organizational Design	p. 571
Environmental Factors	p. 571
Firm-Specific Factors	p. 572
Organizational Design Options	p. 573
International Division Structure	p. 573
Global Product Division Structure	p. 573
Geographic Structure	p. 574
Matrix Structure	p. 578
The Global Network Solution	p. 579
Organizing for Global Brand Management	p. 581
Global Branding Committee	p. 581
Brand Champion	p. 582
Global Brand Manager	p. 582
Informal, Ad Hoc Branding Meetings	p. 582
Life Cycle of Organization Structures	p. 582
Centralization Or Decentralization?	p. 584
Control of Global Marketing Efforts	p. 586
Formal ("Bureaucratic") Control Systems	p. 586
Informal Control Methods	p. 588
Soft" versus "Hard" Levers	p. 589
Short Cases	p. 592
Global Marketing and the Internet	p. 594
The Internet and the Global Marketplace	p. 595
Asia-Pacific	p. 595
Europe	p. 597
Latin America	p. 598
Structural Barriers To Global E-Commerce	p. 598
Language Barriers	p. 598
Cultural Barriers	p. 599
Infrastructure	p. 600
Knowledge Barrier	p. 600
Access Charges	p. 602
Legal Constraints and Government Regulations	p. 603
Use of the Internet for Understanding Global Buyers	p. 604
Competitive Advantage and Cyberspace	p. 605
Global Internet Consumers	p. 606
Internet Ramifications for Global Marketing Strategies	p. 606
Globally Integrated versus Locally Responsive Web Marketing Strategies	p. 608
One-on-One Marketing	p. 609
Product Policy	p. 609
Marketing of Services	p. 610
Global Pricing	p. 611
Distribution	p. 612
Global Communication and the Web	p. 615
Short Cases	p. 618
Cases	p. 621
Club Med: Making A Comeback	p. 622
Honda in Europe	p. 627
Anheuser-Busch International, Inc.: Making Inroads into Brazil and Mexico	p. 632
Volkswagen AG Navigates China	p. 637
Wal-Mart Operations in Brazil: An Emerging Giant	p. 643
Louis Vuitton in Japan: The Magic Touch	p. 648
Index	p. 655
Table of Contents provided by Ingram. All Rights Reserved.

Amazon no longer offers textbook rentals. We do!

Global Marketing Management, 4th Edition

Global Marketing Management, 4th Edition

9780471755272

0471755273

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Global Marketing Management, 4th Edition

Global Marketing Management, 4th Edition

9780471755272

0471755273

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

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