Amazon no longer offers textbook rentals. We do!

Global Marketing

by: Keegan, Warren J.; Green, Mark

Global Marketing

by: Keegan, Warren J.; Green, Mark

ISBN 13:
9780131469198
ISBN 10:
0131469193
Edition: 4th
Format: Paperback
Copyright: 01/01/2008
Publisher: Prentice Hall
Newer Edition

Rent

Sorry, this item is currently unavailable.

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Extend or Purchase Your Rental at Any Time

Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.

Summary

WHAT MAKES THIS BOOK UNIQUE? Warren Keegan and Mark Green approached the fourth edition of Global Marketing with this goal: To write a book that reflects current issues and events, features conceptual and analytical tools that will help the reader apply the 4Ps to global marketing, and is authoritative in content yet relaxed and assured in style and tone.

Preface

PART I INTRODUCTION

(44)

Introduction to Global Marketing

(44)

Overview of Marketing

(5)

Competitive Advantage, Globalization, and Global Industries

(4)

Global Marketing: What It Is and What It Isn't

(5)

The Importance of Global Marketing

(2)

Management Orientations

(6)

Ethnocentric Orientation

(2)

Polycentric Orientation

(1)

Regiocentric and Geocentric Orientations

(2)

Forces Affecting Global Integration and Global Marketing

(7)

Driving Forces

(6)

Restraining Forces

(1)

Outline of This Book

(17)

PART II THE GLOBAL MARKETING ENVIRONMENT

(144)

Global Economic Environment

(36)

The World Economy---An Overview

(3)

Economic Systems

(4)

Market Capitalism

(1)

Centrally Planned Socialism

(1)

Centrally Planned Capitalism and Market Socialism

(3)

Stages of Market Development

(13)

Low-Income Countries

(2)

Lower-Middle-Income Countries

(1)

Upper-Middle-Income Countries

(2)

Marketing Opportunities in LDCs and Developing Countries

(2)

High-Income Countries

(2)

The Triad

(2)

Marketing Implications of the Stages of Development

(1)

Balance of Payments

(2)

World Trade in Merchandise and Services

(1)

Overview of International Finance

(12)

Managed Dirty Float

(1)

Foreign Exchange Market Dynamics

(1)

Purchasing Power Parity

(1)

Economic Exposure

(1)

Managing Exchange Rate Exposure

(8)

The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements

(36)

The World Trade Organization and GATT

(1)

Preferential Trade Agreements

(4)

Free Trade Area

(1)

Customs Union

(1)

Common Market

(1)

Economic Union

(2)

North America

(2)

Latin America: SICA, Andean Community, Mercosur, CARICOM

(9)

Central American Integration System

(1)

Andean Community

(2)

Common Market of the South (Mercosur)

(2)

Caribbean Community and Common Market (CARICOM)

(1)

Current Trade-Related Issues

(1)

ASIA-PACIFIC: The Association of Southeast Asian Nations (ASEAN)

(1)

Marketing Issues in the Asia-Pacific Region

(1)

Western, Central, and Easter Europe

(6)

The European Union (EU)

(2)

The European Free Trade Area (EFTA) and European Economic Area (EEA)

100

(1)

Marketing Issues in the European Union

101

(2)

The Lome Convention and the Cotonou Agreement

103

(1)

Central European Free Trade Association (CEFTA)

103

(1)

The Middle East

104

(2)

Cooperation Council for the Arab States of the Gulf

104

(2)

Marketing Issues in the Middle East

106

(1)

Africa

106

(11)

Economic Community of West African States (ECOWAS)

106

(1)

East African Cooperation

107

(1)

Southern African Development Community (SADC)

108

(9)

Social and Cultural Environments

117

(34)

Society, Culture, and Global Consumer Culture

119

(13)

Attitudes, Beliefs, and Values

120

(1)

Religion

120

(1)

Aesthetics

121

(3)

Dietary Preferences

124

(2)

Language and Communication

126

(3)

Marketing's Impact on Culture

129

(3)

High- and Low-Context Cultures

132

(1)

Hofstede's Cultural Typology

133

(5)

The Self-Reference Criterion and Perception

138

(1)

Diffusion Theory

139

(4)

The Adoption Process

140

(1)

Characteristics of Innovations

140

(1)

Adopter Categories

141

(1)

Diffusion of Innovations in Pacific Rim Countries

142

(1)

Marketing Implications of Social and Cultural Environments

143

(8)

The Political, Legal, and Regulatory Environments of Global Marketing

151

(38)

The Political Environment

152

(9)

Nation States and Sovereignty

153

(1)

Political Risk

154

(3)

Taxes

157

(3)

Seizure of Assets

160

(1)

The Legal Environment

161

(19)

Common Law Versus Civil Law

162

(2)

Sidestepping Legal Problems: Important Business Issues

164

(12)

Conflict Resolution, Dispute Settlement, and Litigation

176

(4)

The Regulatory Environment

180

(9)

Regional Economic Organizations: The European Union Example

180

(9)

PART III APPROACHING GLOBAL MARKETS

189

(139)

Global Information Systems and Market Research

189

(36)

Information Technology for Global Marketing

190

(5)

Information Subject Agenda and Environmental Scanning Modes

195

(2)

Sources of Market Information

197

(2)

Formal Market Research

199

(26)

Step 1: Identify the Information Requirement

200

(1)

Step 2: Problem Definition---Overcoming the SRC

201

(2)

Step 3: Choose Unit of Analysis

203

(1)

Step 4: Examine Data Availability

203

(2)

Step 5: Assess Value of Research

205

(1)

Step 6: Research Design

205

(9)

Step 7: Analyzing Data

214

(4)

Step 8: Presenting the Findings

218

(1)

Headquarters Control of Marketing Research

219

(1)

An Integrated Approach to Information Collection

220

(5)

Segmentation, Targeting, and Positioning

225

(37)

Global Market Segmentation

226

(16)

Demographic Segmentation

228

(7)

Psychographic Segmentation

235

(2)

Behavior Segmentation

237

(3)

Benefit Segmentation

240

(1)

Ethnic Segmentation

241

(1)

Assessing Market Potential and Choosing Target Markets or Segments

242

(5)

Current Segment Size and Growth Potential

242

(1)

Potential Competition

243

(1)

Feasibility and Compatibility

244

(1)

A Framework for Selecting Target Markets

245

(2)

Product-Market Decisions

247

(1)

Target Market Strategy Options

248

(2)

Standardized Global Marketing

248

(1)

Concentrated Global Marketing

249

(1)

Differentiated Global Marketing

250

(1)

Positioning

250

(12)

Attribute or Benefit

251

(1)

Quality and Price

251

(1)

Use or User

252

(1)

Competitor

253

(1)

Global, Foreign, and Local Consumer Culture Positioning

254

(8)

Importing, Exporting, and Sourcing

262

(31)

Organizational Export Activities

264

(1)

National Policies Governing Exports and Imports

265

(6)

Government Programs that Support Exports

266

(1)

Governmental Actions to Discourage Imports and Block Market Access

267

(4)

Tariff Systems

271

(4)

Customs Duties

274

(1)

Other Duties and Import Charges

275

(1)

Key Export Participants

275

(2)

Organizing for Exporting in the Manufacturer's Country

277

(1)

Organizing for Exporting in the Market Country

278

(1)

Export Financing and Methods of Payment

279

(3)

Documentary Credit

279

(1)

Documentary Collections (Sight or Time Drafts)

280

(1)

Cash in Advance

281

(1)

Sales on Open Account

282

(1)

Sales on a Consignment Basis

282

(1)

Sourcing

282

(11)

Management Vision

283

(1)

Factor Costs and Conditions

284

(1)

Customer Needs

285

(1)

Logistics

285

(1)

Country Infrastructure

285

(1)

Political Factors

286

(1)

Foreign Exchange Rates

286

(7)

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

293

(35)

Licensing

295

(3)

Special Licensing Arrangements

297

(1)

Investment

298

(8)

Joint Ventures

299

(4)

Investment via Ownership or Equity Stake

303

(3)

Global Strategic Partnerships

306

(3)

The Nature of Global Strategic Partnerships

309

(7)

Success Factors

311

(1)

Alliances with Asian Competitors

312

(1)

CFM International, GE, and Snecma: A Success Story

313

(1)

AT&T and Olivetti: A Failure

313

(1)

Boeing and Japan: A Controversy

314

(1)

International Partnerships in Developing Countries

315

(1)

Cooperative Strategies in Japan: Keiretsu

316

(3)

How Keiretsu Affect American Business: Two Examples

319

(1)

Cooperative Strategies in South Korea: Chaebol

319

(1)

Twenty-First Century Cooperative Strategies: Targeting the Digital Future

320

(1)

Beyond Strategic Alliances

320

(1)

Market Expansion Strategies

321

(7)

PART IV THE GLOBAL MARKETING MIX

328

(174)

Product and Brand Decisions

328

(36)

Basic Product and Brand Concepts

329

(12)

Product Types

330

(1)

Brands

330

(2)

Local Products and Brands

332

(1)

International Products and Brands

333

(1)

Global Products and Brands

333

(2)

Global Brand Development

335

(4)

Local Versus Global Products and Brands: A Needs-Based Approach

339

(2)

``Country of Origin'' as Brand Element

341

(3)

Packaging

344

(2)

Labeling

344

(1)

Aesthetics

345

(1)

Product Warranties

346

(1)

Extend, Adapt, Create: Strategic Alternatives in Global Marketing

346

(8)

Strategy 1: Product-Communication Extension

348

(1)

Strategy 2: Product Extension-Communication Adaptation

349

(1)

Strategy 3: Product Adaptation-Communication Adaptation

350

(1)

Strategy 4: Product-Communication Adaptation

351

(1)

Strategy 5: Product Invention

351

(2)

How to Choose a Strategy

353

(1)

New Products in Global Marketing

354

(10)

Identifying New-Product Ideas

355

(1)

New-Product Development

356

(1)

The International New-Product Department

357

(1)

Testing New Products

358

(6)

Pricing Decisions

364

(37)

Basic Pricing Concepts

365

(1)

Global Pricing Objectives and Strategies

366

(7)

Market Skimming and Financial Objectives

366

(1)

Penetration Pricing and Nonfinancial Objectives

367

(1)

Companion Products: ``Razors and Blades'' Pricing

368

(1)

Target Costing

369

(1)

Calculating Prices: Cost-Based Pricing and Price Escalation

369

(2)

Terms of the Sale

371

(2)

Environmental Influences on Pricing Decisions

373

(7)

Currency Fluctuations

373

(3)

Inflationary Environment

376

(2)

Government Controls, Subsidies, and Regulations

378

(1)

Competitive Behavior

379

(1)

Using Sourcing as a Strategic Pricing Tool

380

(1)

Global Pricing: Three Policy Alternatives

380

(3)

Extension or Ethnocentric

380

(1)

Adaptation or Polycentric

381

(1)

Geocentric

381

(2)

Gray Market Goods

383

(2)

Dumping

385

(2)

Price Fixing

387

(1)

Transfer Pricing

388

(2)

Tax Regulations and Transfer Prices

389

(1)

Sales of Tangible and Intangible Property

389

(1)

Competitive Pricing

389

(1)

Importance of Section 482 Regulations

389

(1)

Countertrade

390

(11)

Barter

391

(1)

Counterpurchase

392

(1)

Offset

392

(1)

Compensation Trading

393

(1)

Switch Trading

393

(8)

Global Marketing Channels and Physical Distribution

401

(34)

Channel Objectives

402

(1)

Distribution Channels: Terminology and Structure

403

(7)

Consumer Products and Services

403

(4)

Industrial Products

407

(3)

Establishing Channels and Working with Channel Intermediaries

410

(3)

Global Retailing

413

(8)

Innovation in Global Retailing

421

(2)

Physical Distribution, Supply Chains, and Logistics Management

423

(12)

Order Processing

424

(1)

Warehousing

424

(1)

Inventory Management

424

(1)

Transportation

425

(4)

Logistics Management: A Brief Case Study

429

(6)

Global Marketing Communications Decisions I: Advertising and Public Relations

435

(36)

Global Advertising

437

(6)

Global Advertising Content: The ``Standardization'' Versus ``Adaptation'' Debate

439

(4)

Advertising Agencies: Organizations and Brands

443

(4)

Selecting an Advertising Agency

446

(1)

Creating Global Advertising

447

(9)

Art Directors and Art Direction

450

(1)

Copy

450

(2)

Cultural Considerations

452

(4)

Global Media Decisions

456

(3)

Media Vehicles and Expenditures

457

(2)

Media Decisions

459

(1)

Public Relations and Publicity

459

(12)

The Growing Role of Public Relations in Global Marketing Communications

462

(1)

How Public Relations Practices Differ Around the World

463

(8)

Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication

471

(31)

Sales Promotion

472

(7)

Sampling

474

(2)

Couponing

476

(1)

Sales Promotions: Issues and Problems

477

(2)

Personal Selling

479

(9)

The Strategic/Consultative Selling Model

481

(4)

Sales Force Nationality

485

(3)

Special Forms of Marketing Communications: Direct Marketing, Event Sponsorship, and Product Placement

488

(14)

Direct Mail

490

(2)

Catalogs

492

(1)

Infomercials and Teleshopping

493

(2)

Sponsorship

495

(1)

Product Placement in Motion Pictures, Television Shows, and Other Performances

496

(6)

PART V STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

502

(86)

Strategic Elements of Competitive Advantage

502

(28)

Industry Analysis: Forces Influencing Competition

503

(4)

Threat of New Entrants

503

(2)

Threat of Substitute Products

505

(1)

Bargaining Power of Buyers

505

(1)

Bargaining Power of Suppliers

506

(1)

Rivalry Among Competitors

507

(1)

Competitive Advantage

507

(9)

Generic Strategies for Creating Competitive Advantage

508

(4)

The Flagship Firm: The Business Network with Five Partners

512

(1)

Creating Competitive Advantage via Strategic Intent

513

(3)

Global Competition and National Competitive Advantage

516

(6)

Demand Conditions

519

(1)

Related and Supporting Industries

520

(1)

Firm Strategy, Structure, and Rivalry

521

(1)

Chance

522

(1)

Government

522

(1)

Current Issues in Competitive Advantage

522

(8)

Leading, Organizing, and Controlling the Global Marketing Effort

530

(31)

Leadership

531

(4)

Top Management Nationality

533

(1)

Leadership and Core Competence

534

(1)

Organization

535

(10)

Patterns of International Organization Development

539

(6)

Lean Production: Organizing the Japanese Way

545

(3)

Global Marketing Management Control

548

(4)

Formal Control Methods

550

(2)

Informal Control Methods

552

(1)

The Global Marketing Audit

552

(9)

Setting Objectives and Scope of the Audit

553

(8)

The Digital Revolution and the Global Electronic Marketplace

561

(27)

The Digital Revolution: A Brief History

562

(2)

Convergence

564

(1)

Value Networks and Disruptive Technologies

565

(2)

Global E-Commerce

567

(4)

Web Site Design

571

(5)

New Products and Services

576

(3)

Broadband

576

(3)

Mobile Commerce and Wireless Connectivity

579

(3)

Smart Cell Phones

580

(1)

Internet Phone Service

581

(1)

Conclusion

582

(6)

Glossary

588

(16)

Credits

604

(2)

Author/Name Index

606

(6)

Subject/Organization Index

612

Amazon no longer offers textbook rentals. We do!

Global Marketing

Global Marketing

9780131469198

0131469193

Summary

Table of Contents

Supplemental Materials

Excerpts

Write a Review

Amazon no longer offers textbook rentals. We do!

Global Marketing

Global Marketing

9780131469198

0131469193

Summary

Table of Contents

Supplemental Materials

Excerpts

Write a Review

Related Products