Global Marketing Management

by Keegan, Warren J.

• ISBN13: 9780139030239
• ISBN10: 0139030239
• Edition: 6th
• Format: Hardcover
• Copyright: 1999-01-01
• Publisher: Prentice Hall

Summary

For graduate courses in International and Global Marketing. The leading graduate-level case text in international marketing, as well as a popular reference for practitioners, this Sixth Edition focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries.

Table of Contents

Preface	xi	(3)
About the Author	xiv
PART ONE: INTRODUCTION AND OVERVIEW	1	(36)
CHAPTER 1 Introduction to Global Marketing	1	(36)
Marketing: A Universal Discipline	2	(2)
The Three Principles of Marketing	4	(3)
Global Marketing: What It Is and What It Is Not	7	(3)
The Importance of Global Marketing	10	(1)
Management Orientations	11	(5)
Driving and Restraining Forces Affecting Global Integration and Global Marketing	16	(6)
Outline of This Book	22	(3)
PART I CASE Which Company Is Transnational?	25	(2)
APPENDIX 1: The 18 Guiding Principles of the Marketing Company	27	(10)
PART II: THE GLOBAL MARKETING ENVIRONMENT	37	(98)
CHAPTER 2 The Global Economic Environment	37	(21)
The World Economy--An Overview	38	(2)
Economic Systems	40	(2)
Stages of Market Development	42	(3)
Stages of Economic Development	45	(1)
Income and Purchasing Power Parity Around the Globe	45	(4)
The Location of Population	49	(2)
Marketing and Economic Development	51	(1)
Balance of Payments	52	(1)
Trade Patterns	53	(5)
CHAPTER 3 Social and Cultural Environments	58	(28)
Basic Aspects of Society and Culture	59	(9)
Analytical Approaches to Cultural Factors	68	(6)
Social and Cultural Environments: Impact on Marketing Industrial Products	74	(3)
Social and Cultural Environments: Impact on Marketing Consumer Products	77	(3)
Cross-Cultural Complications and Suggested Solutions	80	(6)
CHAPTER 4 The Political, Legal, and Regulatory Environments of Global Marketing	86	(49)
Basic Elements of Global Marketing	87	(1)
The Political Environment	87	(5)
International Law	92	(2)
Sidestepping Legal Problems: Important Business Issues	94	(8)
Conflict Resolution, Dispute Settlement, and Litigation	102	(3)
The Regulatory Environment	105	(6)
PART II CASES Swatchmobile/Smart Car	111	(24)
Euro Disney (A),(B)	112	(11)
Coca-Cola: Universal Appeal?	123	(12)
PART III: ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES	135	(116)
CHAPTER 5 Global Markets and Buyers	135	(35)
Economic Cooperation and Preferential Trade Arrangements	137	(3)
Regional Economic Organizations	140	(11)
Regional Market Characteristics	151	(11)
Marketing in Less Developed Countries	162	(1)
Global Buyers	162	(5)
The Global Marketing Plan	167	(3)
CHAPTER 6 Global Marketing Information Systems and Research	170	(27)
Overview of Global Marketing Information Systems	171	(6)
Formal Marketing Research	177	(11)
Current Issues in Global Marketing Research	188	(5)
An Integrated Approach to Information Collection	193	(4)
CHAPTER 7 Segmentation, Targeting, and Positioning	197	(54)
Global Market Segmentation	198	(8)
Global Targeting	206	(4)
Global Product Positioning	210	(4)
PART III CASES Choufont-Salva, Inc.	214	(37)
Oriflame	227	(14)
Swatch Watch U.S.A.: Creative Marketing Strategy	241	(10)
PART IV: GLOBAL MARKETING STRATEGY	251	(128)
CHAPTER 8 Sourcing: Exporting and Importing	251	(36)
Sourcing Decision Criteria	253	(5)
Organizational Export Activities	258	(1)
National Policies Governing Exports and Imports	259	(6)
Choosing Export Markets	265	(4)
Market Access Considerations	269	(2)
Customs Valuation Code	271	(2)
Organizing for Exporting	273	(3)
Export Financing/Methods of Payment	276	(1)
Cash in Advance	277	(1)
Countertrade	278	(9)
CHAPTER 9 Global Marketing Strategy: Entry and Expansion	287	(20)
Marketing Strategy Alternatives	288	(1)
Entry and Expansion Decision Model	289	(1)
Ownership and Control	290	(8)
Market Expansion Strategies	298	(2)
Alternative Strategies: Stages of Development Model	300	(7)
CHAPTER 10 Competitive Analysis and Strategy	307	(27)
Industry Analysis Forces Influencing Competition	308	(4)
Global Competition and National Competitive Advantage	312	(9)
Competitive Advantage and Strategic Models	321	(4)
Strategic Positions	325	(1)
Competitive Innovation and Strategic Intent	326	(8)
CHAPTER 11 Cooperative Strategies and Global Strategic Partnerships	334	(45)
The Nature of Global Strategic Partnerships	335	(2)
Success Factors	337	(1)
Alliances with Asian Competitors	338	(2)
Case Examples of Partnerships	340	(2)
International Partnerships in Developing Countries	342	(1)
Cooperative Strategies in Japan: Keiretsu	343	(3)
Beyond Strategic Alliances	346	(6)
PART IV CASES Odysseus, Inc. (The Decision to Go "International")	352	(27)
Metro Corporation: Technology Licensing Negotiation	362	(4)
A.S. Norlight	366	(5)
Aremco Products Inc.	371	(8)
PART V: CREATING GLOBAL MARKETING PROGRAMS	379	(164)
CHAPTER 12 Product Decisions	379	(29)
Basic Concepts	381	(8)
Product Positioning	389	(4)
Product Saturation Levels in Global Markets	393	(1)
Product Design Considerations	393	(2)
Attitudes Toward Country of Origin	395	(2)
Geographic Expansion--Strategic Alternatives	397	(6)
New Products in Global Marketing	403	(5)
CHAPTER 13 Pricing Decisions	408	(27)
Basic Pricing Concepts	409	(2)
Global Pricing Objectives and Strategies	411	(6)
Dumping	417	(2)
Environmental Influences on Pricing Decisions	419	(5)
Transfer Pricing	424	(4)
Global Pricing--Three Policy Alternatives	428	(7)
CHAPTER 14 Global Marketing Channels and Physical Distribution	435	(22)
Channel Objectives and Constraints	436	(5)
Distribution Channels: Terminology and Structure	441	(5)
International Channel Innovation	446	(2)
Channel Strategy for New Market Entry	448	(1)
Physical Distribution and Logistics	449	(2)
Case Example: Japan	451	(6)
CHAPTER 15 Global Advertising	457	(20)
Global Advertising and Branding	458	(3)
Global Advertising Content: The Extension versus Adaptation Debate	461	(2)
Selecting an Advertising Agency	463	(2)
Advertising Appeals and Product Characteristics	465	(4)
Creating Advertising	469	(8)
CHAPTER 16 Global Marketing Communications Decisions, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Database Marketing, and the Internet	477	(66)
Public Relations and Publicity	477	(5)
Sales Promotion	482	(2)
Personal Selling	484	(1)
Direct, Database, and Internet Marketing	485	(5)
PART V CASES The Launch of GSM Cellular Telephones in South Africa	490	(53)
Kodak versus Fuji: A Case of Japanese-American Strategic Interaction	497	(11)
Grasse Fragrances SA	508	(8)
Harley-Davidson Motor Co., Inc.: Defending a Piece of the Domestic Pie	516	(15)
Nokia and the Cellular Phone Industry	531	(12)
PART VI: MANAGING THE GLOBAL MARKETING PROGRAM	543	(84)
CHAPTER 17 Leading, Organizing, and Controlling the Global Marketing Effort	543	(24)
Leadership	544	(1)
Organization	545	(13)
Global Marketing Management Audit and Control	558	(4)
Formal Control Methods	562	(5)
CHAPTER 18 The Future of Global Marketing	567	(60)
Five Major Changes	567	(4)
Careers in Global Marketing	571	(2)
PART VI CASES Benetton Group SpA: Raising Consciousness and Controversy with Global Advertising	573	(14)
Parker Pen Co. (A), (B), (C)	575	(12)
APPENDIX: Global Income and Population 1997 and Projections to 2000 and 2010	587	(40)
Name Index	627	(4)
Subject Index	631