Global Marketing : An Interactive Approach

by Unknown

• ISBN13: 9780618005086
• ISBN10: 0618005080
• Edition: 1st
• Format: Paperback
• Copyright: 2003-02-27
• Publisher: South-Western College Pub

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

Preliminary Contents

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

Global Outsourcing Balance of Payments International Agencies for Promoting Economic and Monetary Stability Protectionism and Trade Restrictions

Economic Integration as a Means of Promoting Trade

The Globalization Controversy

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

Political and Regulatory Climate

Host Country Political Climate

Host Government Actions

Home Country Political Forces

Legal Environments

Regulatory Change Political Risk Assessment

Managing Political Risk

Global Marketing and Terrorism

Analyzing Global Opportunities

Global Markets

Understanding Markets and Buyers

The Consumer Market

Business Markets

Government Markets

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

Global Marketing Research

The Scope of International Marketing Research

Challenges in Planning International Research

The Research Process Utilizing Secondary Data Analysis by Inference

Collecting Primary Data Outsourcing Research

Comparing Studies Across Cultures

Analytic Techniques Outsourcing

Research Studying the Competition

Developing a Global Information System

Conclusions

Developing Global Participation Strategies

Global Market Participation I

nternationalizing Marketing

Operations Evaluating National Markets

Geographic Market Choices

Country Selection

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 Strategies

Designing Global Marketing Programs

Global Product Strategies

Product Design in a Global Environment

Packaging and Labeling for Global Markets

Global Warranty and Service Policies

Managing a Global Product Line

Developing a Global Product

New Product Development Processes for Global Markets

Introducing New Products to Global Markets

Global Services, Brands, and Social Marketing

Marketing Services Globally Branding Decisions Trademarks and Brand Protection

Social Marketing in the Global Context

Pricing for International and Global Markets

Profit and Cost Factors Affecting Marketing

Market Factors Affecting Pricing

Environmental Factors Affecting Pricing

Managerial Issues in Global Pricing

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

14

Global Promotion Strategies

Personal Selling

Global Account Management

Implementing Successful Global Account Programs

Selling to Business and Governments

Other Forms of Promotion

Managing Global Advertising Global versus Local Advertising

Developing Global Campaigns

The Global-Local Decision

Overcoming Language Barriers

Global Media Strategy

Organizing the Global Advertising Effort

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

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