Global marketing: foreign entry, local marketing, & global management
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston, Mass. [u.a.]
McGraw-Hill
2000
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| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XX, 604 S. Ill., graph. Darst., Kt. |
| ISBN: | 0073658634 |
Staff View
MARC
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| 245 | 1 | 0 | |a Global marketing |b foreign entry, local marketing, & global management |c Johny K. Johansson |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Boston, Mass. [u.a.] |b McGraw-Hill |c 2000 | |
| 300 | |a XX, 604 S. |b Ill., graph. Darst., Kt. | ||
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Record in the Search Index
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| adam_text | fJ_B_r|e|_C_ont_enls PARij_iNiRODunp_ MJJiLBMl*lI I Introduction to Global Marketing 1 / Going Global: Segmentation,
Case 1 1 McDonald s Adjusts Its Local Recipe Targeting, and Positioning 241
While Expanding Globally 31 Case 7 1 HarperCollins: Is the Global Book
Case 1 2 Acer Inc. 35 a Reality? 269
0 Sourcing Strategies: Exporting and
PART II TH€ GLOBAL MARKETING ImP°rti»g 271
tklVIDfikllUtkIT Case 8 1 Concerns about Factory Safety and
}J}.1._.^i.] Worker Exploitation in Developing
. Countries 301
I The Global Economic Environment 46 Case 8 2 Jimmy Fand: The Tile Connection
Case 2 1 Vietnam s Market Potential 75 304
Case 2 2 All for One: Europe Creates a 9 Global Market Entry Strategies:
Monetary Union 77 . . .
Licensing, Investment, and Strategic
3 The Global Trade Environment: Alliances 306
Regional Market Characteristics and Case 9 1 Federal Express Encounters
Preferential Trade Agreements 85 Turbulence in the Global Package Express
^ , ^ » • ™ sr i ¦ Business 341
Case 3 1 Asia Pacific Economic
Cooperation 121 Case 9 2 Iridium LLC 343
Case 3 2 Europe Goes Bananas for ... 124 Case 9 3 Airlines Take to the Skies in Global
Strategic Alliances 345
4 Social and Cultural Environments 126 Ifl c. , . P1 . „ „
IU Strategic Elements of Competitive
Case 4 1 Euro Disney 160 Advantage 348
Case 4 2 Marketing an Industrial Product in Case ^ ^ photQ Wars; ^^
Latin America 162 „ , . ,_.
Kodak 374
J The Political, Legal, and
Regulatory Envu onments of Global pAR| |y jjjr. ^q^ MARKf||NG m
Marketing 164 Case 5 1 Trademark Infringement in World || Product and Brand Decisions 377
Markets 200
. ,_, , _ , ... Case 11 1 Royal Philips Electronics: Marketing
Case 5 2 Bud versus Bud 202 the Compact Disk Interactive (CD i) 414
Case 5 3 United States versus Cuba 204 Case n_2 Royal philips Electronics; Thg
6 Global Information Systems and Digital Compact Cassette 416
Market Research 207 Case 11 3 Smart Cards 418
Case 6 1 Research Points Whirlpool toward a CaSe U^ Smart Cars 421
Global Market 238
1 Pricing Decisions 422 PART V MANAGING TH€ GLOBAL MARKETING
Case 12 1 LVMH and Luxury Goods f f f ORT
Marketing 456 ]] Global Marketing Channels and 16 Leading, Organizing, and Controlling
Physical Distribution 460 the Global Marketing Effort 563
Case 13 1 Toys H Us in Japan 494 Case 16~1 Volkswagen AG: The Second
Time s the Charm for a Would Be Global
1 . Automaker 590
14 Global Marketing Communications Case 16_2 Kazuo inamori: Spiritual Leadership
Decisions I: Advertising and Public at Kyocera Corporation, 593
Relations 496
Case 14 1 Benetton Group S.p.A.: Raising
Consciousness and Controversy with Global
Advertising 533
lj Global Marketing Communications
Decisions II: Sales Promotion,
Personal Selling, Special Forms of
Marketing Communication, New
Media 535
fJCoj_ten_ts Preface xv
About the Authors xxi
PARTJ _INIRO_DU_CIION I Introduction to Global Marketing 1
Overview of Marketing 3
Customer Value and the Value Equation 4 • Competitive Advantage and (llohalization 4
Global Marketing: What It Is and What It Isni 7
The Importance of Global Marketing 10
Management Orientations 15
Ethnocentric Orientation 15 • Poly centric Orientation 17 • Regiocentric and (leocentrk Orientations 17
Forces Affecting Global Integration and Global Marketing 19
Regional Economic Agreements 19 • Market Needs and Wants 19 • Technology 21 • Tranportation and
Communication Improvements 22 • Product Development Costs 22 • Quality 23 • World Economic
Trends 23 * Leverage 24 • Restraining Forces 26
Outline of This Book 27
Summary 27
Global Marketing and the World Wide Web 29
Build Your Global Marketing Skills 29
Case 1 1 McDonald s Adjusts Its Local Recipe While Expanding Globally 31
Case 1 2 Acer Inc. 35
Appendix: The Strategic Marketing Plus 2000 Conceptual Framework for Competitive Audit,
Strategy Formulation, and Capability Enhancement 37
PJ!_IL§M.^ML^iN™MNl / The Global Economic Environment 46
The World Economy: An Overview 47
Economic Systems 49
Market Allocation 49 • Command Allocation 49 • Mixed Allocation 52
Stages of Market Development 54
Low Income Countries 54 • Lower Middle Income Countries 56 • Marketing Opportunities in
Less Developed Countries 57 • Upper Middle Income Countries 60 • High Income Countries 6? •
The Triad 65 • Marketing Implications of the Stages of Development 67
Balance of Payments 67
Trade Patterns 69
Merchandise Trade 70 • Services Trade 72
Summary 72
Build Your Global Marketing Skills 73
Case 2 1 Vietnam s Market Potential 75
Case 2 2 All for One: Europe Creates a Monetary Union 77
Appendix: Foreign Exchange 79
J The Global Trade Environment: Regional Market Characteristics and Preferential Trade
Agreements 85
The World Trade Organization and G ATT 86
Preferential Trade Agreements 88
Free Trade Area 89 • Customs Union 89 • Common Market 90 • Economic Union 90
North America 91
Latin America: SICA, Andean Community, Mercosur 93
Central American Integration System 94 • Andean Community 95 • Common Market of the South
(Mercosur) 96 • Caribbean Community and Common Market 99 • Current Trade Related Issues 101
Asia Pacific 101
The Association of Southeast Asian Nations 101 • Marketing Issues in the Asia Pacific Region 104
Western, Central, and Eastern Europe 106
The European Union (EU) 106 • The European Free Trade Area (EFTA) and European Economic Area
(EEA) 109 • Marketing Issues in the European Union 109 • The Lome Convention 109 • Central
European Free Trade Association (CEFTA) 109
The Middle East 112
Cooperation Council for the Arab States of the Gulf 112 • Marketing Issues in the Middle East 114
Africa 114
Economic Community of West African States 115 • East African Cooperation 116 • South African
Development Community (SADC) 118
Summary 119
Global Marketing and the World Wide Web 119
Case 3 1 Asia Pacific Economic Cooperation 121
Case 3 2 Europe Goes Bananas for... 124
4 Social and Cultural Environments 126
Basic Aspects of Society and Culture 128
Attitudes, Beliefs, and Values 128 • Aesthetics 130 • Dietary Preferences 132 • Language and
Communication 135 • Marketing s Impact on Culture 138
High and Low Context Cultures 140
Hofstede s Cultural Typology 142
The Self Reference Criterion and Perception 147
Diffusion Theory 149
The Adoption Process 149 • Characteristics of Innovations 150 • Adopter Categories 151 • Diffusion of
Innovations in Pacific Rim Countries 152
Marketing Implications of Social and Cultural Environments 152
Industrial Products 154 • Consumer Products 154
Training in Cross Cultural Competency 156
Summary 157
Case 4 1 Euro Disney 160
Case 4 2 Marketing an Industrial Product in Latin America 162
viii Contents
j The Political, Legal, and Regulatory Environments of Global Marketing 164
The Political Environment 165
Nation States and Sovereignty 165 • Political Risk 167 • Causes of Political Risk 168 • Expressions and
Symptoms of Political Risk 169 • Taxes 172 • Seizure of Assets 173
International Law 174
Common Law versus Civil Law 176 • Islamic Law 178
Sidestepping Legal Problems: Important Business Issues 178
Jurisdiction 178 • Intellectual Property: Patents, Trademarks, and Copyrights 180 • Antitrust 183 •
Licensing and Trade Secrets 187 • Bribery and Corruption: Legal and Ethical Issues 188
Conflict Resolution, Dispute Settlement, and Litigation, 192
Alternatives to Litigation for Dispute Settlement 193
The Regulatory Environment 195
Regional Economic Organizations: The European Union Example 195
Summary 197
Case 5 1 Trademark Infringement in World Markets 200
Case 5 2 Bud versus Bud 202
Case 5 3 United States versus Cuba 204
0 Global Information Systems and Market Research 207
Information Technology for Global Marketing 208
Information Subject Agenda 211
Scanning Modes: Surveillance and Search 211 • Sources of Market Information 214
Formal Market Research 216
Step 1: Identifying the Research Problem 219 • Step 2: Developing a Methodology and Research Plan 222 •
Step 3: Collecting Data 222 • Step 4: Analyzing Data 229 • Step 5: Presenting the Findings 230
Current Issues in Global Marketing Research 231
Headquarters Control of Global Marketing Research 232
The Marketing Information System as a Strategic Asset 234
An Integrated Approach to Information Collection 234
Summary 235
Global Marketing and the World Wide Web 236
Case 6 1 Research Points Whirlpool toward a Global Market 238
IJLIIlf / Going Global: Segmentation, Targeting, and Positioning 241
Global Marketing Segmentation 242
Demographic Segmentation 243 • Ethnic Segmentation 248 • Psychographic Segmentation 249 •
Behavior Segmentation 254 • Benefit Segmentation 255
Global Targeting 257
Criteria for Targeting 257
Selecting a Target Market Strategy 260
Standardized Global Marketing 260 • Concentrated Global Marketing 262 • Differentiated Global
Marketing 262
Positioning 262
Attribute or Benefit 263 • Quality and Price 263 • Use or User 263 • Competition 264 • High Tech 264 •
High Touch 265
Summary 266
Case 7 1 HarperCollins: Is the Global Book a Reality? 269
0 Sourcing Strategies: Exporting and Importing 271
Organizational Export Activities 273
National Policies Governing Exports and Imports 274
Government Programs that Support Exports 275 • Governmental Actions to Discourage Imports and
Block Market Access 276
Tariff Systems 282
Customs Duties 284 • Other Duties and Import Charges 285
Key Export Participants 286
Organizing for Exporting in the Manufacturer s Country 287
Organizing for Exporting in the Market Country 289
Export Financing and Methods of Payment 289
Documentary Credit 290 • Documentary Collections (Sight or Time Drafts) 292 • Cash in Advance 292
• Sales on Open Account 292 • Sales on a Consignment Basis 293
Sourcing 293
Sourcing Decision Criteria 294
Summary 298
Case 8 1 Concerns about Factory Safety and Worker Exploitation in Developing Countries 301
Case 8 2 Jimmy Fand: The Tile Connection 304
V Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances 306
Licensing 307
Special Licensing Arrangements 309
Investment 310
Joint Ventures 312 • Investment via Ownership or Equity Stake 316
Global Strategic Partnerships 323
The Nature of Global Strategic Partnerships 324 • Success Factors 326 • Alliance with Asian
Competitors 327 • CFM International, GE, and Snecma: A Success Story 328 • AT T and Olivetti: A
Failure 328 • Boeing and Japan: A Controversy 329
International Partnerships in Developing Countries 330
Cooperative Strategies in Japan: Keiretsu 331
How Keiretsu Affect American Business: Two Examples 334
Cooperative Strategies in South Korea: Chaebol 335
Cooperative Strategies in the United States: Targeting the Digital Future 335
Beyond Strategic Alliances 336
Market Expansion Strategies 337
Summary 338
Case 9 1 Federal Express Encounters Turbulence in the Global Package Express Business 341
Case 9 2 Indium LLC 343
Case 9 3 Airlines Take to the Skies in Global Strategic Alliances 345
x Contents
IU Strategic Elements of Competitive Advantage 348
Industry Analysis: Forces Influencing Competition 349
Threat of New Entrants 349 • Threat of Substitute Products 351 • Bargaining Power of Buyers 351 •
Bargaining Power of Suppliers 352 • Rivalry among Competitors 352
Competitive Advantage 352
Generic Strategies for Creating Competitive Advantage 353 ? Creating Competitive Advantage via Strategic
Intent 356
Global Competition and National Competitive Advantage 359
Factor Conditions 361 • Demand Conditions 362 • Related and Supporting Industries 363 • Firm
Strategy, Structure, and Rivalry 364 • Chance 365 • Government 365 • The System of Determinants of
National Competitive Advantage 365
Current Issues in Competitive Advantage 366
Summary 371
Case 10 1 The Photo Wars: Fuji versus Kodak 374
Mjy_lL§MMKMM II Product and Brand Decisions 377
Basic Product Concepts 378
Product Types 379 • Brands 379 • Local Products and Brands 380 • International Products and
Brands 382 • Global Products and Brands 382
Global Brand Development 385
Local versus Global Products and Brands: A Needs Based Approach 389
Product Saturation Levels in Global Markets 392
Attitudes Toward Foreign Products 393
Extend, Adapt, Create: Strategic Alternatives in Global Marketing 395
Strategy 1: Product Communion Extension (Dual Extension) 396 • Strategy 2: Product
Extension Communication Adaptation 398 • Strategy 3: Product Adaptation Communication
Extension 399 • Strategy 4; Product Communication Adaptation (Dual Adaptation) 399 • Strategy 5:
Product Invention 401 * How to Choose a Strategy 401
New Products in Global Marketing 402
Identifying New Product Ideas 403 • New Product Development 404 • The International New Product
Department 406 • Testing New Products 407
The International Product Trade Cycle Model 408
Market Development and Consumption in the 21st Century 410
Summary 411
Case 11 1 Royal Philips Electronics: Marketing the Compact Disk Interactive (CD i) 414
Case 11 2 Royal Philips Electronics: The Digital Compact Cassette 416
Case 11 3 Smart Cards 418
Case 11^1 Smart Cars 421
1/ Pricing Decisions 422
Basic Pricing Concepts 423
Global Pricing Objectives and Strategies 424
Profit Based Objectives and Strategies 424 • Sales Based Objectives and Strategies 424 • Cost Based
Pricing 426 • Price Escalation 427
Contents xi
Environmental Influences on Pricing Decisions 431
Currency Fluctuations 432 • Inflationary Environment 434 • Government Controls, Subsidies, and
Regulations 435 • Competitive Behavior 436 • Using Sourcing as a Strategic Pricing Tool 436
Global Pricing: Three Policy Alternatives 437
Extension or Ethnocentric 437 • Adaptation or Polycentric 438 • Invention or Geocentric 438
Gray Market Goods 439
Dumping 441
Transfer Pricing 445
Tax Regulations and Transfer Prices 446 • Sales of Tangible and Intangible Property 446 • Competitive
Pricing 446 • Importance of Section 482 Regulations 447 • Joint Ventures 447
Countertrade 449
Barter 450 • Counterpurchase 451 • Offset 451 • Compensation Trading 452 • Cooperation
Agreements 452 • Hybrid Countertrade Arrangements 453 • Switch Trading 453
Summary 453
Case 12 1 LVMH and Luxury Goods Marketing 456
Appendix: Section 482 of the Internal Revenue Code 459
13 Global Marketing Channels and Physical Distribution 460
Channel Objectives and Constraints 461
Customer Characteristics 462 • Product Characteristics 463 • Middleman Characteristics 464 •
Environmental Characteristics 464
Selection and Care of Distributors and Agents 465
Distribution Channels: Terminology and Structure 466
Consumer Products and Services 466 • Piggyback Marketing 470 • Industrial Products 470
Global Retailing 474
Innovation in International Retailing 482
Channel Strategy for New Market Entry 483
Physical Distribution and Logistics Management 484
Order Processing 484 • Warehousing 484 • Inventory Management 484 • Transportation 485 •
Logistics Management 487
Case Example: Japan 490
Summary 491
Build Your Global Marketing Skills 492
Case 13 1 Toys fl Us in Japan 494
14 Global Marketing Communications Decisions I: Advertising and Public
Relations 496
Global Advertising 497
Global Advertising Content: The Extension versus Adaptation Debate 500
Advertising Agencies: Organizations and Brands 507
Selecting an Advertising Agency 510
Creating Global Advertising 513
Art Directors and Art Direction 514 • Copy 514 • Cultural Considerations 516
Global Media Decisions 518
Media Vehicles and Expenditures 519 • Media Decisions 520
xii Contents
Public Relations and Publicity 522
The Growing Role of Public Relations in Global Marketing Communications 528 • How Public Relations
Practices Differ around the World 529
Summary 530
Build Your Global Marketing Skills 531
Case 14 1 Benetton Group S.p.A.: Raising Consciousness and Controversy with Global
Advertising 533
u Global Marketing Communications Decisions II: Sales Promotion, Personal Selling,
Special Forms of Marketing Communication, New Media 535
Sales Promotion 536
Sampling 539 • Couponing 540 • Sales Promotions: Issues and Problems 541
Personal Selling 542
The Strategic/Consultative Selling Model 544 • Sales Force Nationality 549
Special Forms of Marketing Communications: Direct Marketing, Event Sponsorship, and
Product Placement 552
Direct Mail 553 • Catalogs 554 • Infomercials and Teleshopping 556 • Sponsorship 558 • Product
Placement in Motion Pictures and Television Shows 559
New Media 559
Summary 562
pALy ^M^ytL^M^pNy™ ID Leading, Organizing, and Controlling the Global Marketing Effort 563
Leadership 564
Top Management Nationality 565 • Leadership and Core Competence 566
Organization 567
Patterns of International Organizational Development 570 • Lean Production: Organizing the lapanese
Way 576
Global Marketing Management Control 581
Formal Control Methods 583 • Informal Control Methods 585
The Global Marketing Audit 585
Setting Objectives and Scope of the Audit 586 • Conclusion 587
Summary 587
Case 16 1 Volkswagen AG: The Second Time s the Charm for a Would Be Global Automaker 590
Case 16 2 Kazuo Inamori: Spiritual Leadership at Kyocera Corporation 593
Glossary Gl
Author/Name Index II
Subject/Company Index 13
Credits Cl
Contents xiii
|
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| id | DE-604.BV014211041 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:59:41Z |
| institution | BVB |
| isbn | 0073658634 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009743179 |
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| physical | XX, 604 S. Ill., graph. Darst., Kt. |
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| spelling | Johansson, Johny K. Verfasser aut Global marketing foreign entry, local marketing, & global management Johny K. Johansson 2. ed. Boston, Mass. [u.a.] McGraw-Hill 2000 XX, 604 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Internationale marketing gtt Marketing larpcal Export marketing Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009743179&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Johansson, Johny K. Global marketing foreign entry, local marketing, & global management Internationale marketing gtt Marketing larpcal Export marketing Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 |
| title | Global marketing foreign entry, local marketing, & global management |
| title_auth | Global marketing foreign entry, local marketing, & global management |
| title_exact_search | Global marketing foreign entry, local marketing, & global management |
| title_full | Global marketing foreign entry, local marketing, & global management Johny K. Johansson |
| title_fullStr | Global marketing foreign entry, local marketing, & global management Johny K. Johansson |
| title_full_unstemmed | Global marketing foreign entry, local marketing, & global management Johny K. Johansson |
| title_short | Global marketing |
| title_sort | global marketing foreign entry local marketing global management |
| title_sub | foreign entry, local marketing, & global management |
| topic | Internationale marketing gtt Marketing larpcal Export marketing Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Internationale marketing Marketing Export marketing Export marketing Management Internationales Marketing |
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