Global Marketing Management, 9th Edition

ISBN-13: 9781119888765 / Angielski / Miękka / 2022 / 704 str.

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Spis treści

1 Globalization Imperative 1Why Global Marketing Is Imperative 4Saturation of Domestic Markets 4Emerging Markets 4Global Competition 5Global Cooperation 6Internet Revolution 7The Fluid Nature of Global Competition 8Globalization of Markets: Convergence and Divergence 12International Trade versus International Business 13Who Manages International Trade? 17Evolution of Global Marketing 19What Is Marketing? 19Domestic Marketing 20Export Marketing 22International Marketing 23Multinational Marketing 24Global Marketing 24The Impact of Economic Geography and Climate on Global Marketing 26Summary 28Key Terms 28Review Questions 28Discussion Questions 28Further Reading 29Appendix: Theories of International Trade and the Multinational Enterprise 302 Economic Environment 38Intertwined World Economy 40Foreign Direct Investment 42Portfolio Investment 44Country Competitiveness 46Changing Country Competitiveness 46Human Resources and Technology 46Emerging Markets 48Evolution of Cooperative Global Trade Agreements 51General Agreements on Tariffs and Trade 51World Trade Organization 51Information Technology and the Changing Nature of Competition 59Value of Intellectual Property in Information Age 59Proliferation of E- Commerce and Regulations 61Regional Economic Arrangements 62Free Trade Area 63Customs Union 65Common Market 66Monetary Union 66Political Union 67Multinational Corporations 67Summary 69Key Terms 70Review Questions 70Discussion Questions 71Further Reading 723 Financial Environment 73Historical Role of the U.S. Dollar 74Development of Today's International Monetary System 75The Bretton Woods Conference 75The International Monetary Fund 76The International Bank for Reconstruction and Development 77Fixed versus Floating Exchange Rates 78Currency Blocs 80Foreign Exchange and Foreign Exchange Rates 81Purchasing Power Parity 81Forecasting Exchange Rate Fluctuation 83Coping with Exchange Rate Fluctuations 83Spot versus Forward Foreign Exchange 86Exchange Rate Pass- Through 88Cryptocurrencies: A New Development 88Balance of Payments 89The Internal and External Adjustments 93Economic and Financial Turmoil around the World 94Asian Financial Crisis (1997-1998) and Its Aftermath 94The South American Financial Crisis (2001-2002) and Its Aftermath 95The U.S. Subprime Mortgage Loan Crisis and the Subsequent Global Financial Crisis (2007-2009) 95The COVID- 19 Pandemic (2020-Present) Causing the Worst Recession Since World War II 96Economic and Financial Crises in Perspective 97Responses to the Global Financial Crises 97Marketing in the Euro Area 101Historical Background 101Ramifications of the Euro for Marketers 104Summary 107Key Terms 108Review Questions 108Discussion Questions 108Further Reading 1094 Global Cultural Environment and Buying Behavior 110Meaning of Culture 112Elements of Culture 113Material Life 113Language 114Social Interactions 118Aesthetics 119Religion 121Education 123Value Systems 125Cross- Cultural Comparisons 126High- versus Low- Context Cultures 126Hofstede's Classification Scheme 127World Value Survey (WVS) 131Schwartz Value Survey (SVS) 131Cultural Distance 134Adapting to Cultures 135Culture and the Marketing Mix 137Product Policy 138Pricing 140Distribution 140Promotion 141Summary 144Key Terms 145Review Questions 145Discussion Questions 145Further Reading 1475 Political and Legal Environment 148Political Environment-- Individual Governments 149Home Country versus Host Country 149Structure of Government 151Government Policies and Regulations 154Political Environment-- Social Pressures and Political Risk 163Social Pressures and Special Interests 164Managing the Political Environment 166Terrorism and the World Economy 171International Agreements 174Group of Seven (G7) Group of Eight (G8 now defunct) and Group of Twenty (G20) 176Wassenaar Arrangement 177International Law and Local Legal Environment 179International Law 179Local Legal Systems and Laws 179Jurisdiction 183Issues Transcending National Boundaries 184ISO 9000 and 14000 184Intellectual Property Protection 185International Treaties for Intellectual Property Protection 191Antitrust Laws of the United States 194Antitrust Laws of the European Union 196U.S. Foreign Corrupt Practices Act of 1977 197Summary 200Key Terms 200Review Questions 201Discussion Questions 201Further Reading 2036 Global Marketing Research 204Research Problem Formulation 208Secondary Global Marketing Research 210Secondary Data Sources 210Problems with Secondary Data Research 212Primary Global Marketing Research 214Focus Groups 214Survey Methods for Cross- Cultural Marketing Research 215Observational Research 222Leveraging the Internet for Global Market Research Studies 222Market Size Assessment 225Method of Analogy 225Trade Audit 228Chain Ratio Method 228Cross- Sectional Regression Analysis 229New Market Information Technologies 230Managing Global Marketing Research 232Selecting a Research Agency 232Coordination of Multicountry Research 233Summary 234Key Terms 235Review Questions 236Discussion Questions 236Further Reading 2377 Global Segmentation and Positioning 238Reasons for International Market Segmentation 239Country Screening 239Global Marketing Research 240Entry Decisions 240Positioning Strategy 241Resource Allocation 241Marketing Mix Policy 243International Market Segmentation Approaches 243Segmentation Scenarios 244Bases for International Market Segmentation 246Demographics 247Socioeconomic Variables 249Behavior- Based Segmentation 251Lifestyle and Values 252International Positioning Strategies 254Uniform versus Localized Positioning Strategies 257Universal Positioning Appeals 259Global Foreign and Local Consumer Culture Positioning 260Summary 263Key Terms 263Review Questions 263Discussion Questions 263Further Reading 264Appendix: Segmentation Tools 2658 Global Marketing Strategies 269Information Technology and Global Competition 270Real- Time Management 270Blockchain Technology 271On- Time Communication 272Electronic Commerce (E- Commerce) 272E- Company 274Faster Product Diffusion and Connectivity 274Global Strategy 275Global Industry 275Competitive Industry Structure 279Competitive Advantage 281Hypercompetition 286Interdependency 287Global Marketing Strategy 288Benefits of Global Marketing 289Limits to Global Marketing 291R&D Operations and Marketing Interfaces 293R&D/Operations Interface 294Operations/ Marketing Interface 296Marketing/R&D Interface 298Regionalization of Global Marketing Strategy 299Cross- Subsidization of Markets 302Identification of Weak Market Segments 302Use of the "Lead Market" Concept 303Marketing Strategies for Emerging Markets 304Competitive Analysis 307Summary 308Key Terms 309Review Questions 309Discussion Questions 309Further Reading 3109 Global Market Entry Strategies 312Country Selection 313Scale of Entry 316Choosing the Mode of Entry 317Decision Criteria for Mode of Entry 317Exporting 321Indirect Exporting 322Cooperative Exporting 323Direct Exporting 323Licensing 323Benefits 324Caveats 324Franchising 325Benefits 326Caveats 326Expanding through Joint Ventures and Alliances 327Benefits 329Caveats 329Drivers behind Successful International Joint Ventures 330Wholly Owned Subsidiaries 333Benefits 333Caveats 334Acquisitions and Mergers 334Greenfield Operations 338Dynamics of Entry Strategies 338Timing of Entry 340Exit Strategies 342Reasons for Exit 343Risks of Exit 345Guidelines 346Summary 346Key Terms 347Review Questions 347Discussion Questions 347Further Reading 349Appendix A: Country Screening-- Converting Raw Data into a 10- Point Scale 349Appendix B: Alternative Country Screening Procedure 350Appendix C: Mode of Entry Choice-- Three Theoretical Perspectives 35110 Global Product Policy Decisions I: Developing New Products for Global Markets 353Standardization versus Customization 355Drivers toward Standardization 355Modular Product Design Strategies 359Multinational Diffusion 361Developing New Products in the Global Marketplace 365Identifying New Product Ideas 366Screening 367Concept Testing 368Test Marketing 368Timing of Entry: Waterfall versus Sprinkler Strategies 370Truly Global Product Development 375Summary 377Key Terms 377Review Questions 378Discussion Questions 378Further Reading 379Appendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development 380Appendix B: Back- of- the- Envelope Calculations-- Incremental Break- Even Analysis (IBEA) 38211 Global Product Policy Decisions II: Marketing Products and Services 385Global Branding Strategies 387Global Branding 387Local Branding 391Brand Naming 393Global or Local Branding? 395Brand- Name Changeover Strategies 398Management of Multinational Product Lines 401Product Piracy 406Strategic Options against Product Piracy 407Country- of- Origin (COO) Effects 410Country- of- Origin (COO) Influences on Consumers 411Strategies to Cope with COO Stereotypes 413Global Marketing of Services 416Challenges in Marketing Services Internationally 416Opportunities in the Global Service Industries 418Global Service Marketing Strategies 419Summary 420Key Terms 421Review Questions 421Discussion Questions 421Further Reading 42212 Global Pricing 423Drivers of Foreign Market Pricing 424Company Goals 424Company Costs 425Customer Demand and Price Sensitivity 426Competition 428Distribution Channels 431Government Policies 431Managing Price Escalation 432Pricing in Inflationary Environments 435Global Pricing Currency Fluctuations and Tariffs 437Currency Gain/Loss Pass Through 438Currency Quotation 440Tariff Pass Through 441Transfer Pricing 441Determinants of Transfer Prices 441Setting Transfer Prices 443Minimizing the Risk of Transfer Pricing Tax Audits 444Global Pricing and Antidumping Regulation 445Price Coordination 446Global Pricing Contracts (GPCs) 447Aligning Pan- Regional Prices 448Implementing Price Coordination 450Summary 450Key Terms 451Review Questions 451Discussion Questions 451Further Reading 45213 Global Communication Strategies 453Global Advertising and Culture 454Language Barriers 454Other Cultural Barriers 456Communication and Cultural Values 457Setting the Global Advertising Budget 458Percentage of Sales Method 459Competitive Parity 460Objective- and- Task Method 460Resource Allocation 460Creative Strategy 461The "Standardization" versus "Adaptation" Debate 461Merits of Standardization 463Barriers to Standardization 465Approaches to Creating Advertising Copy 466Global Media Decisions 468Media Infrastructure 468Media Limitations 469Advertising Regulations 470Choosing an Advertising Agency 474Other Communication Platforms 476Sales Promotions 476Direct Marketing 477Livestreaming 478Global Sponsorships 479Mobile (Brand- in- the- Hand) Marketing 481Trade Shows 482Product Placement 484Branded Entertainment (Content) 485Viral Marketing 485Global Public Relations (PR) and Publicity 487Globally Integrated Marketing Communications (GIMC) 488Summary 490Key Terms 490Review Questions 490Discussion Questions 491Further Reading 49114 Sales Management 493Market Entry Options and Salesforce Strategy 495Role of Foreign Governments 498Cultural Considerations 499Personal Selling 499Cultural Generalization 500Corporate (Organizational) Culture 501Customer Relationship Management (CRM) 501Myers-Briggs Type Indicator 502Impact of Culture on Sales Management and Personal Selling Process 505Salesforce Management 506Salesforce Objectives 506Salesforce Strategy 506Recruitment and Selection 507Training 508Supervision 509Evaluation 511Cross- Cultural Negotiations 511Cross- Cultural Intelligence 512Stages of Negotiation Process 512Cross- Cultural Negotiation Strategies 514Expatriates 516Advantages of Expatriates 517Difficulties of Sending Expatriates Abroad 518The Return of the Expatriate-- Repatriation 521Generalizations about When Using Expatriates Is Positive or Negative 522Summary 523Key Terms 523Review Questions 523Discussion Questions 524Further Reading 52415 Global Logistics and Distribution 526Definition of Global Logistics 528Managing Physical Distribution 530Modes of Transportation 531Warehousing and Inventory Management 534Third- Party Logistics (3PL) Management 537Logistical Revolution with the Internet 538Managing Sourcing Strategy 540Procurement: Types of Sourcing Strategy 541Outsourcing of Service Activities 546Free Trade Zones 550International Distribution Channel 554Channel Configurations 554Channel Management 556International Retailing 556E- Commerce and Retailing 559Private- Label Branding (Store Brands) 562On- Time Retail Information Management 562Retailing Differences across the World 564Summary 567Key Terms 568Review Questions 568Discussion Questions 569Further Reading 57016 Export and Import Management 571Organizing for Exports 573Research for Exports 573Export Market Segments 575Indirect Exporting 575Direct Exporting 576Mechanics of Exporting 577Legality of Exports 578Export Transactions 579Terms of Shipment and Sale 580Payment Terms 580Currency Hedging 583Role of the Government in Promoting Exports 583Export-Import Bank 585Tariff Concessions 587Export Regulations 587Managing Imports-- The Other Side of the Coin 589Mechanics of Importing 591Import Documents and Delivery 592Import Duties (Tariffs) 592Gray Markets 593Summary 602Key Terms 602Review Questions 602Discussion Questions 603Further Reading 60417 Planning Organization and Control of Global Marketing Operations 605Global Strategic Marketing Planning 606Bottom- Up versus Top- Down Strategic Planning 606Pitfalls 607Key Criteria in Global Organizational Design 607Environmental Factors 607Firm- Specific Factors 608Organizational Design Options 609International Division Structure 609Global Product Division Structure 610Geographic Structure 611Matrix Structure 614The Global Network Solution 616Organizing for Global Brand Management 617Global Branding Committee 617Brand Champion 618Global Brand Manager 618Informal Ad Hoc Branding Meetings 618The Role of the Chief Marketing Officer (CMO) 618Life Cycle of Organizational Structures 619Control of Global Marketing Efforts 621Formal ("Bureaucratic") Control Systems 621Informal Control Methods 622"Soft" versus "Hard" Levers 623Summary 624Key Terms 625Review Questions 625Discussion Questions 625Further Reading 62618 Marketing Strategies for Emerging Markets 627Emerging Markets 628Definition 628Characteristics of Emerging Markets 629Competing with the New Champions 633The New Champions 634Competing against the Newcomers 638Targeting/Positioning Strategies in Emerging Markets 640BOP or No BOP? 641Middle- Class Consumers in Emerging Markets 643Gen Z in EMs 644Entry Strategies for Emerging Markets 645Timing of Entry 645Entry Mode 646Product Policy 647Product Innovation 647Branding 649Packaging 650Pricing Strategy 650The Distribution Challenge 651Creating Distribution Systems 651Managing Distributor Relationships 653Communication Strategies for Emerging Markets 654Push versus Pull Activities 654Mass Media versus Nontraditional Marketing Approaches 655Summary 657Key Terms 657Review Questions 657Discussion Questions 657Further Reading 65819 Global Marketing and the Internet 659Barriers to Global Internet Marketing 661Language Barriers 661Cultural Barriers 662Infrastructure 665Knowledge Barriers 666Legal Environment and Government Regulations 667Global Internet Consumers 668Globally Integrated versus Locally Responsive Internet Marketing Strategies 669The Internet and Global Product Policy 671Global Branding and the Internet 671Web- Based Global New Product Development 671Web- Based Marketing of Services 673Global Pricing and the Web 673Price Transparency 674Group Buying 675Global Distribution Strategies and the Internet 675Role of Existing Channels 676E- Tailing Landscape 678The Role of the Internet for Global Communication Strategies 680Online Advertising 681Online KOL Marketing 682Online Monitoring 684Summary 685Key Terms 685Review Questions 685Discussion Questions 686Further Reading 68620 Sustainable Marketing in the Global Marketplace 687Global Corporate Citizenship 688Scope of CSR 688Major Areas of CSR 691Corruption/Graft 691Environmental Concerns 692Supply Chain Accountability 694Commitment toward Customers 697Community Support (Cause- Related Marketing) 699The Case for Sustainability 699Reputation in Consumer Markets 699Safeguard Future Supplies 701Brand Loyalty 701Reputation in Labor and Equity Markets 702Challenges for Sustainability Strategies 702Cultural Tensions 703Sustainability Image 704Poor Infrastructure 706Sustainable Marketing and Global Consumers 706Developing and Implementing a Sustainable Strategy 709Step 1: Set Objectives and Targets 709Step 2: Understand the Operating Environment 709Step 3: Specify Strategic Sustainability Initiatives 710Step 4: Implement 711Step 5: Develop Metrics for Monitoring and Reporting 713Global Stakeholder Engagement Programs 715Sustainable Marketing Mix Policy for the Global Marketplace 716Developing Sustainable Products and Services 716Sustainable Pricing 719Communication and Sustainability 719Sustainability and Distribution Channels 722Crisis Management and Consumer Boycotts 722Crisis Management 723Consumer Boycotts 725Summary 726Key Terms 726Review Questions 726Discussion Questions 726Further Reading 727Subject Index I- 1Name Index I- 20Company Index I- 2