Global Marketing An Interactive Approach

by Gillespie, Kate; Jeannet, Jean-Pierre; Hennessey, H. David

• ISBN13: 9780618659531
• ISBN10: 0618659536
• Edition: 1st
• Format: Paperback
• Copyright: 2006-02-01
• Publisher: Cengage Learning

Summary

Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. It offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. While written in a student-friendly style, the text is comprehensive in its coverage of topics. The authors' extensive research and consulting experience allows for current coverage of a wide array of topics. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

Table of Contents

Note: Each chapter includes Conclusions, Review Questions, Questions for Discussions, and For Further Reading

Introduction to Global Marketing

The Development of Global Marketing

The Importance of Global Marketing

Organization of This Book

Understanding the Global Marketing Environment

The Global Economy International Trade: An Overview

The Basic Theories of World Trade: Absolute, Comparative, and Competitive Advantage

Balance of Payments Exchange Rates

International Agencies for Promoting

Economic and Monetary Stability

Protectionism and Trade Restrictions Economic

Integration as a Means of Promoting Trade

The Global Economy

Banana Wars

Trouble in Mercosur

Cultural and Social Forces

A Definition of Culture Religion

The Family Education Attitudes Toward Time

The Hofstede Measures of Culture

Language and Communication

Overcoming the Language Barrier

Adapting to Cultural Differences

Banning Barbie

Sacred Work, Sacred Leisure

Political and Regulatory Climate Host Country

Political Climate Host Government Actions Home Country

Political Forces International and Global Legal Forces

Forecasting and Managing Regulatory

Change Managing Political Risk

Risk Reduction Strategies

Cuba: Re-entering the World

Coke Under Fire

Analyzing Global Opportunities

Global Buyer Behavior

Understanding Buyers

The Consumer Market

Business Markets

Government Markets

What Teens Want

Questionable Payments

Global Competitors

The Globalization of Competition

Cultural Attitudes Toward Competition

Home Country Actions and Global Competitiveness

Competition from Emerging Markets

The Country-of Origin-Advantage

Buzzing Around McDonald's

Arming the Gulf

Global Marketing Research

The Scope of International Marketing Research

Challenges in Planning International Research

The Research Process

Collecting Secondary Data

Collecting Primary Data

Comparing Studies

Across Cultures Analytic Techniques

Studying the Competition Environmental Review

Developing a Global Information System

Surveying the Turkish Clothing Industry

Selector's European Dilemma

Developing Global Marketing Strategies

Global Marketing Strategies

Internationalizing Marketing Operations

Geographic Market Choices Country Selection

Selecting a Global Marketing Strategy

Gillette Targets Emerging Markets

Indian Food Goes Global

Global Market Entry Strategies

Exporting as an Entry Strategy

Foreign Production as an Entry Strategy

Ownership Strategies

Entering Markets Through Mergers and Acquisitions

Portal or e-Business Entry Strategies

Entry Strategy Configuration Exit Markets

Unhappy Marriage

Deacute;jagrave; Vu?

Designing Global Marketing Programs

Global Product and Service Strategies

Product Design in a Global Environment

Branding Decisions

Trademark and Brand Protection

Packaging and Labeling for Global Markets

Marketing Services Globally

Global Warranty and Service Policies

Managing a Global Product Line

"Ethical Products"

Chasing Pirates

Developing New Products for Global Markets

Introducing Products into Foreign Markets

Developing a Global Product

New Product Development Processes for Global Markets

Introducing New Products to Global Markets

Rethinking World Cars

Launching Intuition

Pricing for International and Global Markets

Profit and Cost Factors That Affect

Pricing Market Factors That Affect

Pricing Environmental Factors That Affect

Pricing Managerial

Issues in Global Pricing

The Price of Coffee in China

The Price of Life

Managing Global Distribution Channels

The Structure of the Global Distribution System

Analyzing National Channels

Factors Influencing the Selection of Channel

Members Locating and Selecting Channel

Partners Managing Global Distribution

Gaining Access to Distribution Channels

Global Logistics

Global Trends in Distribution

Giants in Asia

Who's to Blame?

Global Promotion

Strategies Global Promotion

Strategies Personal Selling Global Account

Management Selling to Businesses and Governments

Other Forms of Promotion

The South American Sales Dilemma

Flying to Armenia

Managing Global Advertising

Challenges in Global Advertising

Selecting an Advertising Theme

Global Media Strategy

Organizing the Global Advertising Effort

Advertising to Kids

The Alliance

Managing the Global Marketing Effort

Organizing for Global Marketing Elements

Affecting a Global Marketing Organization

Types of Organizational Structures

New Trends in Global Organizations

Controlling the Global Organization

Conflict Between Headquarters and Subsidiaries

Considering a Global Marketing Career

How Local Should Coke Be?

The Globalization of Indian IT

Appendix

Frank Davis Comes to Madagascar

AGT, Inc

tonernow.com: A Dotcom Goes Global

Alcon Laboratories

Delissa in Japan

Make Yourself Heard: Ericsson's Global Brand Campaign

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