Global marketing strategies:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston u.a.
Houghton Mifflin
1992
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | International student edition
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 899 S. graph. Darst., Kt. |
| ISBN: | 0395628393 |
Internformat
MARC
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| 100 | 1 | |a Jeannet, Jean-Pierre |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Global marketing strategies |c Jean-Pierre Jeannet ; Hubert D. Hennessey |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Boston u.a. |b Houghton Mifflin |c 1992 | |
| 300 | |a XXIII, 899 S. |b graph. Darst., Kt. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a International student edition | |
| 650 | 4 | |a Multinationales Unternehmen | |
| 650 | 4 | |a Export marketing |x Management | |
| 650 | 4 | |a International business enterprises |x Management | |
| 650 | 0 | 7 | |a Internationales Marketing |0 (DE-588)4125431-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingstrategie |0 (DE-588)4120697-6 |2 gnd |9 rswk-swf |
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Datensatz im Suchindex
| _version_ | 1804125313746075648 |
|---|---|
| adam_text | Contents
Preface xix
Introduction 1
1
Global Marketing: An Overview 2
From International Marketing to Global Marketing 2
Domestic Marketing 3 Export Marketing 3 International Marketing 3
Multinational Marketing 4 Multiregional Marketing 4 Global Marketing 5
The Scope of International and Global Marketing 5
Definitions of International and Global Marketing Management 6
Relationships with Other Fields of Study 8
Differences Between International and Domestic Marketing 9
Using a Domestic Strategy Abroad: Risk or Opportunity? 9
Factors Limiting Standardization of International and Global Marketing
Strategies 10
Market Characteristics 11 Industry Conditions 13 Marketing Institutions
14 Legal Restrictions 14
Major Participants in International Marketing 15
Multinational Corporations 15 Global Companies 16 Service Companies
18 Exporters 18 Importers 19
v
vi Contents
The Importance of International and Global Marketing 20
Why Companies Become Involved in Global Marketing 21
Why Study Global Marketing? 23
A Need for More Globetrotters 23 A Need for More Globe Watchers 24
The Organization of This Book 27
Competencies 27 Decision Areas 28 Chapter Organization 28
Conclusions 30
Questions for Discussion 31 For Further Reading 31
PART ONE
Understanding the Global Marketing Environment
2 The International Economy 37
International Trade: An Overview 38
The Growth in World Trade 40
The Basis for Trade: Absolute versus Comparative Advantage 42
Absolute Advantage 42 Comparative Advantage 43
Balance of Payments 49
Balance of Payments Measures 51 Exchange Rates 52
International Agencies for Promoting Economic and Monetary Stability 56
International Monetary Fund 57 World Bank (International Bank for
Reconstruction and Development) 57 Group of Seven 58 European
Monetary System 59
International Trade: Does It Deserve Special Treatment? 60
Protectionism and Trade Restrictions 60
Tariffs 61 Quotas 62 Orderly Marketing Arrangements and Voluntary
Export Restrictions 63 Commodity Agreements 65 Formal and
Administrative Nontariff Trade Barriers 65 The General Agreement on Tariffs
and Trade—GATT 67
Economic Integration as a Means of Promoting Trade 68
Free Trade Areas 69 Custom s Unions 69 Common Markets 69
Monetary Unions 70 The Global Economy 70
Contents vii
Conclusions 71
Questions for Discussion 71 For Further Reading 72
3_ Cultural and Social Forces 74
A Definition of Culture 74
Cultural Influences on Marketing 75 Isolating Cultural Influences 76
Language 76
Forms of Address 77 Overcoming the Language Barrier 77
Religion 80
Christian Traditions 80 Islam 81
Education 85
Levels of Participation 86 Literacy and Economic Development 87
The Family 89
Work and Leisure 91
Reference Groups 92
Peer Groups 93 Role Models 93 Country Image 94
The Challenge of Cultural Change 96
Adapting to Cultural Differences 98
Intermediary Relations 99
Cultural Analysis for International Marketing 100
Conclusions 101
Questions for Discussion 101 For Further Reading 102
4 Political and Legal Forces 103
Host Country Political Forces 104
Political Climate 105 Governments 105 National Sovereignty and the
Goal of Self Preservation 107 The Need for National Security 108
Fostering National Prosperity 109 Enhancing Prestige 110 Host Country
Pressure Groups 111
x Contents
A Conceptual Framework for International Market Research: The
Comparative Analytic Approach 219
Marketing as a Function of the Environment 220 Understanding the
Components of the Marketing Environment 222 Analyzing Environmental
Variables 224
The International Marketing Research Process 225
Problem Definition and Development of Research Objectives 226
Determination of Sources of Data 226 Data Collection 227
International Marketing Research Techniques 234
Demand Analysis 234 Analysis by Inference 237 Multiple Factor Indexes
238 Competitive Studies 239 Environmental Studies 243 The Macro
Survey Technique 244
Developing a Global Information System 245
Conclusions 248
Questions for Discussion 248 For Further Reading 249
PART THREE
Developing Global Marketing Strategies
8 Global Marketing Strategies 253
Reasons for Internationalization 254
Opportunistic Development 254 Following Customers Abroad 255
Pursuing Geographic Diversification 256 International Market Extension for
Incremental Profit 256 Taking Advantage of Different Growth Rates of
Economies 256 Exploiting Product Life Cycle Differences 257 Pursuing
Potential Abroad 257 Internationalizing for Defensive Reasons 258
Leveraging Key Success Factors Abroad 258
Determining Geographic Concentration 259
Concentrating on Developed Countries 260 Emphasizing Developing
Countries 261 Expanding in Eastern Europe 262 Selecting Lead Markets
262
Country Selection 265
Analyzing the Investment Climate 265 Determining Market Attractiveness 266
Market Entry Decisions 266
Contents xi
Global Marketing Programs 267
Managing Global Marketing 267
Generic International Marketing Strategies 268
Geographic Expansion Strategies 268
Domestic Strategy 268 Regional Expansion Strategies 270 Multidomestic
Strategies 271
Global Strategies 272
Reasons for Globalization 273 Indicators for Globalization 274 Global
Marketing Strategies 277
Product/Market Strategies 280
Competitive Strategies for Global Marketing 283
Local Company versus Global Firm 283 Multidomestic Corporation versus
Multidomestic Corporation 285 Global Firm versus Global Firm 286
Conclusions 288
Questions for Discussion 289 For Further Reading 290
9 Global Market Entry Strategies 291
Exporting as an Entry Strategy 292
Indirect Exporting 293 Direct Exporting 293 The Company Owned Sales
Office 294 Independent Distributor versus Sales Subsidiary 294
Licensing as an Entry Strategy 295
Reasons for Licensing 296 Disadvantages of Licensing 298 Franchising
299
Local Manufacturing as an Entry Strategy 299
Contract Manufacturing 300 Assembly 300 Integrated Local Production
Operations 301
Joint Ventures 304
Reasons for Entering Into Joint Ventures 304 Joint Ventures to Enter
Government Controlled Economies 305 The Constant Danger of Joint
Venture Divorce 308
Strategic Alliances 309
Technology Based Alliances 310 Production Based Alliances 311
Distribution Based Alliances 311 The Future of Alliances 312
tij Contents
Preparing an Entry Strategy Analysis 313
Sales 315 Costs 315 Assets 318 Profitability 318 International Risk
Factors 318 Maintaining Flexibility 319 International Head Office 320
Entry Strategy Configuration 320
Exit Strategies 321
Exiting Markets for Consolidation Purposes 321 Exiting Markets for Political
Reasons 322
Conclusions 323
Questions for Discussion 324 For Further Reading 324
PART FOUR
Global Marketing Programs
10 International and Global Product Strategies 329
Product Design in a Global Environment 329
Product Dimensions for International and Global Use 331 Matching Product
Design Features with International and Global Markets 332 Adjusting Quality
to Global Requirements 335
International and Global Branding Decisions 337
Brand Name Selection Procedures 338 Single Country versus Universal Brand
Names 339 Private Branding Strategies 339 Global Brands 340 Pan
Regional Brands 342 Trademarks 343 Trademark and Brand Protection
343
Packaging for Global Markets 345
Managing a Product Line for Global Markets 346
Exploiting Product Life Cycles in International and Global Marketing 347
International and Global Warranty and Service Policies 349
Product Warranties 350 Product Service 350
Marketing Services Globally . 351
Business Services 352 Opportunities for New Service Firms 352 Selling
Technology Overseas 354 Services for Consumers and Individual Households
354
Conclusions 356
Questions for Discussion 356 For Further Reading 356
Contents xiii
11 New Product Development Strategies 358
International Product Strategies 358
Product Function or the Need Satisfied 360 Conditions of Product Use 360
The Ability to Buy 361 Three Strategic Choices: Extension, Adaptation,
Invention 361 Advantages of Product Standardization 363
Global Products 364
New Product Development for International and Global Markets 366
The Organization of Head Office Sponsored Research and Development 366
International Lead Markets and Research and Development 367 The Role of
Foreign Subsidiaries in Research and Development 370 Purchasing Research
and Development from Foreign Countries 371 Importing as a Source of New
Product Technology 373 Acquisitions as a Route to New Products 373
The Joint Venture Route to New Product Development 374 The Consortium
Approach 376 The Internationalization of the Product Development Process
377
Introducing New Products to the Market 379
Concept Tests 379 Test Marketing 380 Timing of New Product
Introductions 381 Country Selection 382
Conclusions 383
Questions for Discussion 384 For Further Reading 384
12 Managing International Channels 385
The Structure of International Distribution Systems 385
Home Market Channel Members 386 Foreign Market Channel Members 388
Developing an International Distribution Strategy 391
Distribution Density 392 Channel Length 394 Channel Alignment 394
Distribution Logistics 396
Factors Influencing the Selection of Channel Members 396
Cost 397 Capital Requirement 397 Product and Product Line 397
Control 398 Coverage 398 Synergy 399
Locating and Selecting Channel Partners 399
Managing the Distribution System 401
Motivating Channel Participants 401 Controlling Channel Participants 401
tjw Contents
Gaining Access to Distribution Channels 404
The Locked up Channel 404 Piggybacking 405 Joint Ventures 406
Original Equipment Manufacturers (OEM) 407 Acquisitions 408 Starting
New Ventures 408
International Logistics 409
Determining Service Levels 410 Logistics Decision Areas 411 Managing
the International Logistics System 414
Global Trends in Distribution Systems 414
Growth of Larger Scale Retailers 415 International Retailers 416 Direct
Marketing 417 Discounting 418 Information Technology 418
Conclusions 419
Questions for Discussion 420 For Further Reading 420
13 Pricing for International and Global Markets 422
Company Internal Factors 423
Profit and Cost Factors 424 Transportation Costs 426 Tariffs 426
Taxes 427 Local Production Costs 428 Channel Costs 428
Market Factors Affecting Pricing 428
Income Levels 429 Competition 429
Environmental Factors Affecting Price 431
Exchange Rate Fluctuations 431 Inflation Rates 432 Price Controls 434
Regulatory Factors: Dumping Regulations 435
Managerial Issues in International and Global Pricing 437
Determining Transfer Prices 437 Quoting in a Foreign Currency 439
Dealing with Parallel Imports or Gray Markets 442 Managing Export Price
Escalation 445 Global Pricing Strategies 445
Financing International Marketing Transactions 448
Customer Versus Supplier Arranged Financing 450
Sources of Financing 451
Financing Through Commercial Banks 451 Forfaiting: Financing Without
Recourse 451 Government Sponsored Financing 451 The Export Import
Bank 451
Competing Against Export Credit Banks of Foreign Nations 456
Financial Engineering: A New Marketing Tool 456
Contents xv
Noncash Pricing: Countertrade 457
Barter 458 Compensation Arrangements 460 Dangers in Compensation
Deals 462 Precautions for Countertrade 464 Organizing for Countertrade
464
Conclusions 464
Questions for Discussion 465 For Further Reading 466
14
International and Global Promotion Strategies 468
The Single Country Promotion Process 468
The Multicountry Communications Process 469
The International Promotion Mix 471
Elements of the Promotion Mix 471 Push Oriented Strategy 471
Pull Oriented Strategy 472 Push versus Pull Strategies 473
Personal Selling 474
International Selling (Multicountry Sales Force) 474 Local Selling (Single
Country Sales Force) 481 Local Sales Force Examples 485 Alternatives to a
Local Sales Force 487
Industrial Selling 487
International Trade Fairs 488 Selling Through a Bidding Process 489
Consortium Selling 490
Other Forms of Promotion 490
Sales Promotion 491 Sports Promotions and Sponsorships 491
Direct Marketing 496
Direct Mail 497 Door to Door Sales 498 Telemarketing 499
Conclusions 499
Questions for Discussion 500 For Further Reading 500
15 Managing International and Global Advertising 502
Challenges in International Advertising 503
Overcoming the Language Barrier 504 Overcoming the Cultural Barrier 505
Selecting an Advertising Theme 506 Requirements for Standardized
Campaigns 509 The Impact of Regulations on International Advertising 511
XVj Contents
Advertising in the Japanese Market: The Land of the Soft Sell 513 The Impact
of Recent Changes in Eastern Europe on Advertising 516
Global Advertising 517
Media Selections 519
Media Availability 520 Credibility of Advertising 521 Media Habits 526
Satellite Television 527
Scheduling International Advertising 5 30
Reach versus Frequency 532
Organizing the International Advertising Effort 532
Agency Selection 532 Coordinating International Advertising 535
Conclusions 539
Questions for Discussion 540 For Further Reading 540
PART FIVE
Managing the Global Marketing Effort
16 Organizing International and Global Marketing 545
Organizing: The Key to Strategy Implementation 546
Elements Affecting the International Marketing Organization 546
External Forces 546 Internal Forces 549 Management Style 550
Corporate Goals 552
Types of International Organizations 553
Companies Without International Specialists 553 International Specialists/
Export Department 554 International Division 555 Worldwide
Organizations 556 Geographic Organizational Structures 557 Worldwide
Functional Organizations 560 Worldwide Product Organizations 562
Matrix Organization 563 Strategic Business Units with Global Responsibilities
566
Life Cycle of International Organizations 567
Export 567 Foreign Sales Office 567 Regional Market Center 567
Matrix Organizations 568 Global Integration—Strategic Business Units 569
Trends in Global Organizations 569
Conclusions 571
Questions for Discussion 571 For Further Reading 572
Contents xvii
17
Planning and Controlling International and Global Marketing 574
The International Planning Process 574
The Boston Consulting Group Approach 577 The General Electric/McKinsey
Approach 581 Profit Impact of Marketing Strategy (PIMS) 583 Scenario
Planning 585 Global Business Planning—A Look to the Future 586 The
International Marketing Planning Process 587 Selecting Markets 589
Coordinating the Planning Process 589 Who Makes the Decisions? 592
Standardized versus Decentralized Planning 593
Controlling International Marketing Operations 595
Variables That Affect Control 596 Elements of a Control Strategy 597
Conflict Between Headquarters and Subsidiaries 601
Retaining Talented Global Managers 602
Conclusions 603
Questions for Discussion 603 For Further Reading 603
18 The Export and Import Trade Process 605
Export Trade Mechanics 606
Pricing for Export 606 Financing Exports 609 Export Logistics 612
Export Documentation 613 The Export Planning Process 617
Government Export Policies and Legislation 620
Organization of U.S. Export Policies 620 Obstacles to U.S. Exports 622
Import Trade Mechanics 624
Importing into the United States 625 The Role of the Customs Agent 628
Free Trade Zones or Foreign Trade Zones 628 Obstacles to Foreign Imports
629 Global Import Barriers 629
Conclusions 631
Questions for Discussion 632 For Further Reading 632
riii Contents
Cases
Case 1 Gillette International s TRACII 634
Case 2 Wiltech India Limited (A) 647
Case 3 Medical Equipment Company 663
Case 4 Nippon Vicks K.K. 678
Case 5 Interactive Computer Systems, Corp. 706
Case 6 P.T. Food Specialties—Indonesia (FSI) 713
Case 7 American Hospital Supply—Japan Corporation 734
Case 8 Biral International (A) 748
Case 9 The World Paint Industry 761
Case 10 Alfa Laval Filters Product Center 786
Case 11 General Concepts 805
Case 12 Puritan Bennett Corporation Boston Division 819
Case 13 The SWATCH Project 834
Case 14 Tissot: Competing in the Global Watch Industry 849
Case IS ICI Paints (Abridged) 872
Name and Company Index 883
Subject Index 890
|
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| indexdate | 2024-07-09T17:59:35Z |
| institution | BVB |
| isbn | 0395628393 |
| language | English |
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| physical | XXIII, 899 S. graph. Darst., Kt. |
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| spelling | Jeannet, Jean-Pierre Verfasser aut Global marketing strategies Jean-Pierre Jeannet ; Hubert D. Hennessey 2. ed. Boston u.a. Houghton Mifflin 1992 XXIII, 899 S. graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier International student edition Multinationales Unternehmen Export marketing Management International business enterprises Management Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf 1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content Internationales Marketing (DE-588)4125431-4 s Marketingstrategie (DE-588)4120697-6 s 2\p DE-604 Hennessey, Hubert D. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007236432&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Jeannet, Jean-Pierre Hennessey, Hubert D. Global marketing strategies Multinationales Unternehmen Export marketing Management International business enterprises Management Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4120697-6 (DE-588)4522595-3 |
| title | Global marketing strategies |
| title_auth | Global marketing strategies |
| title_exact_search | Global marketing strategies |
| title_full | Global marketing strategies Jean-Pierre Jeannet ; Hubert D. Hennessey |
| title_fullStr | Global marketing strategies Jean-Pierre Jeannet ; Hubert D. Hennessey |
| title_full_unstemmed | Global marketing strategies Jean-Pierre Jeannet ; Hubert D. Hennessey |
| title_short | Global marketing strategies |
| title_sort | global marketing strategies |
| topic | Multinationales Unternehmen Export marketing Management International business enterprises Management Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Multinationales Unternehmen Export marketing Management International business enterprises Management Internationales Marketing Marketingstrategie Fallstudiensammlung |
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