Global marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall u.a.
2003
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIX, 666 S. Ill., graph. Darst., Kt. |
| ISBN: | 0130669989 0131224530 |
Internformat
MARC
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| 245 | 1 | 0 | |a Global marketing |c Warren J. Keegan ; Mark C. Green |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ |b Prentice Hall u.a. |c 2003 | |
| 300 | |a XIX, 666 S. |b Ill., graph. Darst., Kt. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Internationale marketing |2 gtt | |
| 650 | 7 | |a Strategisch management |2 gtt | |
| 650 | 4 | |a Export marketing | |
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Datensatz im Suchindex
| _version_ | 1804129317112774656 |
|---|---|
| adam_text | PART D N E
Fundamentals 1
1 The Global Marketing Job 2
Going Global 4
A Historical Perspective 5
The Multinational Phase 5
The Global Phase 6
The Antiglobalization Phase 7
Key Concepts 9
Global Marketing 9
International Marketing 10
Foreign Marketing 10
Multido7)iestic Markets 10
Global and Regional Markets 12
Global Products 12
Global Brands 14
Leading Markets 15
The Product Life Cycle 15
Drivers toward Globalization 16
Market Drivers 16
Competitive Drivers 17
Cost Drivers 18
Technology Drivers 19
Government Drivers 20
Localized Global Marketing 20
The Limits to Global Marketing 20
Global Localization 21
Developing Knowledge Assets 22
New Products 22
Advertising 23
Distribution 23
Skill Benefits 24
CONTENTS
Global Marketing Objectives 24
Three Hats 25
The Foreign Entry Rule 2 5
The Local Marketing Role 2 5
The Global Management Role 26
A Guide to the Chapters 27
Summary 28
2 Theoretical Foundations 32
Introduction 34
Country Specific Advantages (CSAs) 35
Comparative and Absolute Advantages 3 5
The International Product Cycle (IPC) 36
National Competitive Advantages 38
The New Trade Theory 40
Country oj Origin Effects 41
Firm Specific Advantages (FSAs) 42
Knowledge Based FSAs 42
Marketing FSAs 43
Transferability of FSAs 45
FSAs and Intemalization 41
FSAs and Transaction Costs 48
FSAs in the Value Chain 50
Extending Porter s Five Forces
Model 52
Rivalry 52
New Entrants 53
Substitutes 54
Buyer Power 55
Supplier Power 56
Rivalry between Global Competitors 56
Competitive Strength 56
xi
xii CONTENTS
Competitive Repertoire 51
Global Rivalry 51
Hypercompetition 59
Strategy and the Three Hats 60
Summary 61
3 Cultural Foundations 64
Introduction 66
The Meaning of Culture 68
Culture across Countries 68
High versus Low Context Cultures 68
Silent Languages 69
Avoid Self Referencing 10
Hofstedes Cultural Dimensions 10
Gannon V Metaphors 13
Culture and How to Do Business 74
Culture and Managerial Skills 16
Managerial Styles 11
Managing Subordinates 11
Culture and Negotiations 79
Know Whom You Are Dealing With 80
Know What They Hear 80
Know When to Say What 81
The Limits to Cultural Sensitivity 82
Nonadaptation 82
Keeping One s Center 84
Culture and Industrial Buyers 84
The Business Marketing Task 84
Cultural Conditioning 85
Organization Culture 85
Relationship Marketing 86
Culture and Networks 89
Culture and the Three Hats 89
Foreign Entry 89
Local Marketing 90
Global Management 91
Summary 92
CASE 1.1: IKEA s Global Strategy:
Furnishing the World 95
CASE 1.2: Globalization Headaches at
Whirlpool 101
PART T W D
Foreign Entry 109
4 Foreign Entry Research 110
Introduction 112
Political Risk Research 113
Environmental Research 114
Physical Environment 116
Sociocidtural Environment 111
Economic Environment 111
Regulatory Environment 111
Macrosegmentation 118
Clustering Countries 118
Researching Competitors 122
Strengths and Weaknesses 122
Competitive Signaling 123
Entry Evaluation Procedure 124
Stage 1—Country Identification 124
Stage 2—Preliminary Screening 125
Stage 3—In Depth Screening 126
Stage 4—Final Selection 126
Personal Experience 128
Country Data Sources 128
Forecasting Country Sales 132
A Basic Equation 133
Stage of the Product Life Cycle 133
Industry Sales 134
The Build Up Method 134
Forecasting by Analogy 134
An Illustration: TV Penetration 134
Judgmental Forecasts 136
Time Series Extrapolation 137
Regression Based Forecasts 137
Forecasting Market Share 138
Predicting Competition 138
Identifying Competitors 139
Domestic Competitors 140
Foreign Competitors 140
Summary 141
5 Export Expansion 144
Introduction 146
Four Modes of Entry 146
Exporting 147
Licensing 147
Strategic Alliances (SAs) 147
Wholly Owned Manufacturing Subsidiary 148
Entry Modes and Marketing Control 148
The Exporting Option 150
Indirect Exporting 150
Direct Exporting 151
The Exporting Job 152
Product Shipment 152
Export Pricing 154
Local Distribution 157
Payment 160
Legal Issues 162
After Sales Support 163
Cultural Distance and Learning 164
The Cultural Distance Effect 165
The International Learning Curve 165
Internationalization Paths 166
The Internationalization Sequence 167
Born Globals 168
Export Expansion Strategy 168
Waterfall versus Sprinkler Strategies 169
A Comparison of Two Industries 171
Diversification versus Focus Strategy 171
Importers as Trade Initiators 172
Summary 173
6 Licensing, Strategic Alliances,
FDI 176
Introduction 178
The Impact of Entry Barriers 179
Entry Barriers Defined 179
The Cost of Barriers 181
The Importers View 181
Tariff and Nontariff Barriers 181
Government Regulations 182
Distribution Access 183
Natural Barriers 184
Advanced versus Developing Nations 184
Exit Barriers 185
Effect on Entry Mode 185
Licensing 186
CONTENTS jriii
Franchising 188
Original Equipment Manufacturing
(OEM) 188
Strategic Alliances 189
The Rationale for Nonequity SAs 189
Distribution Alliances 190
Man ufacturing A lliances 191
R D Alliances 191
Joint Ventures 192
Manufacturing Subsidiaries 193
Financial Analysis 194
Acquisitions 195
Optimal Entry Strategy 195
The Entry Mode Matrix 195
Optimal Modes 196
Real World Cases 198
Summary 201
CASE 2.1: DaloonA/S:
Internationalizing a Small Business 204
CASE 2.2: Toys R Us Goes to
Japan 212
CASE 2.3: The Internationalization of
the Illycaffe Company 217
PART THREE
Local Marketing 223
7 Local Buyer Behavior,
Segmentation,
and Positioning 224
Introduction 226
Local Culture and Buyer Behavior 227
Marketing and Materialism 228
The Meaning of a Product 229
A Universal Trait in Local Form 230
Buyer Decision Making 230
Problem Recognition 232
Search 233
Evaluation of Alternatives 234
xiv CONTEXTS
Choice 235
Outcomes 236
A No Nationality Global Consumer? 231
Local Buyer Research 238
Problem Definition 238
Qualitative Research 238
Consumer Surveys 240
Trade Surveys 241
Observational Studies 242
Causal Research 243
Measurement and Scaling 243
Questionnaire Construction 244
Sampling 244
Field work 245
Local Microsegmentation 246
Segmentation Criteria 246
Local Product Positioning 248
The Product Space 248
Strategic Implications 249
Overcoming Mispositioning 250
Changing the Product Space 250
Changing Preferences 252
Targeting Strategies 253
Summary 254
8 Local Marketing in Mature
Markets 258
Introduction 260
Three Local Marketing Environments 260
Marketing Environment 260
Marketing Tasks 261
Local Marketing in Mature Markets 262
Market Segmentation 262
Product Positioning 263
Marketing Tactics 263
Competition 265
Close Up: Pan European Marketing 267
Background 261
Competition 268
Market Segmentation 269
Product Positioning 210
Marketing Tactics 211
The Future 215
Close Up: Marketing in Japan 276
Background 216
Foreign Trade Agreements 211
Competition 211
Market Segmentation 218
Product Positioning 219
Marketing Tactics 219
Close Up: Marketing in Australia and New
Zealand 282
Regional Trade Agreements 282
Competition 283
Market Segmentation 283
Product Positioning 284
Marketing Tactics 284
Close Up: Marketing in North
America 285
Regional Trade Agreements 285
Background 286
Competition 288
Market Segmentation 288
Product Positioning 288
Marketing Tactics 288
Summary 290
9 Local Marketing in New
Growth Markets 294
Introduction 296
Two Kinds of Markets 296
The Role of Trade Blocs 291
Market Segmentation 298
Product Positioning 298
Marketing Tactics 300
Close Up: Marketing in Latin America 300
Market Environment 301
Regional Trade Agreements 302
Market Segmentation 302
Product Positioning 303
Marketing Tactics 303
Major Country Markets 301
Pan Regional Marketing 309
Close Up: Marketing in the New Asian
Growth Markets 312
Market Environment 312
Regional Trade Agreements 314
Market Segmentation 314
Product Positioning 315
Marketing Tactics 315
Major Country Markets 318
Pan Regional Marketing 320
Summary 321
10 Local Marketing in Emerging
Markets 324
Introduction 326
Local Marketing in Developing
Countries 326
Market Segmentation 321
Product Positioning 321
Pricing 328
Distribution 329
Promotion 330
Close Up: Marketing in Russia and Central
Europe 330
International Support 331
Political and Legal Factors 331
Market Segmentation 332
Product Positioning 334
Marketing Tactics 335
Russia at the Crossroads 340
Close Up: Marketing in China 341
China s Market Potential 341
Entry Barriers 342
Special Economic Zones 344
Hong Kong s Role 344
Market Segmentation 345
Product Positioning 346
Marketing Tactics 346
Continuous Change 348
Close Up: Marketing in India 3 49
Market Potential 349
The Socialist Era 349
Free Markets 350
Market Segmentation 351
Product Positioning 352
Marketing Tactics 353
Summary 3 54
CASE 3.1: P G s Pert Plus: A Pan
European Brand? 358
CASE 3.2: Levi Strauss Japan K.K.:
Selling Jeans in Japan 364
CASE 3.3: Colgate Palmolive: Cleopatra
in Quebec? 373
CONTENTS xv
PART F D U R
Global Management 385
11 Global Products 386
Introduction 388
The Pros and Cons of Standardization 389
The Advantages of Standardization 389
The Drawbacks of Standardization 390
Which Features to Standardize? 391
Localization versus Adaptation 392
Basic Requirements 392
Compatibility Requirements 392
Multisystem Compatibility 393
Pitfalls of Global Standardization 393
Insufficient Market Research 393
Overstandardization 394
Poor Follow Up 394
Narrow Vision 394
Rigid Implementation 394
Global Product Lines 395
Developing New Global Products 396
Idea Generation 391
Preliminary Screening 398
Concept Research 399
Sales Forecast 401
Test Marketing 401
Globalizing Successful New Products 402
New Product Success Factors 402
Speed ofDiffiision 403
Global Brand Management 403
Brand Equity 404
Global Brands 405
The Brand Portfolio 401
Brand Globalization Potential 408
Implementation 410
Changeover Tactics 410
Defending Local Products 411
Counterfeit Products 411
Extent of Problem 411
Actions against Counterfeits 413
Summary 414
12 Global Services 418
Introduction 420
xvi CONTEXTS
Services versus Products 422
Characteristics of Services 422
A Product Equivalence 423
Foreign Entry of Services 42 5
Foreign Trade in Ser uices 426
Se?~vice Entry Modes 421
Entry and Exit Earners 430
Local Marketing of Global Services 431
Controlling Local Service Quality 434
Critical Incidents in Global Services 435
Culture and Service Quality 436
Service Globalization Potential 438
Stage of the Life Cycle 438
Infrastructure Barriers 439
Idiosyncratic Home Market 440
Close Up: Two Globalized Services 440
Fast Food Franchising 441
Professional Services 443
Summary 444
13 Global Pricing 448
Introduction 450
A Global Pricing Framework 450
Pricing Basics 452
The Role of Costs 452
Experience Curve Pricing 453
Competition 453
Demand 454
Financial Issues 454
Exchange Rates 454
Hedging 451
Government Intervention 451
Transfer Pricing 458
Definition 458
Arms Length Price 458
Shifting Resources 459
Countertrade 460
Business Evaluation 462
System Pricing 462
Price and Positioning 463
Price Quality Relationships 464
The PLC Impact 465
Global Coordination 466
Pricing Actions against Gray Trade 466
Global Pricing Policies 471
Poly centric Pricing 471
Geocentric Pricing 471
Ethnocentric Pricing 471
Managerial Trade Offs 473
Summary 473
14 Global Distribution 476
Introduction 478
Rationalizing Local Channels 478
Changing Distributors 478
Dual Distribution 419
Wholesaling 480
Vertical Integration 480
Types of Wholesalers 482
Retailing 483
Retailing and Lifestyles 484
Creating New Channels 485
Global Retailing 485
Global Logistics 489
Competition and Technology 489
Air Express 490
Ocean Carriers 490
Overland Transportation 492
Warehousing 492
Parallel Distribution 493
Gray Trade 493
Effects of Gray Trade 496
Channel Actions against Gray Trade 497
Multiple Distribution Channels 498
Global Channel Design 500
The FSAs Revisited 500
Availability of Channels 501
Channel Tie Up 501
Coordination and Control 501
Summary 502
15 Global Advertising 506
The Global Advertising Job 508
The International World
of Advertising 5 09
Advertising Volume 509
Media Spending 510
Global Media 510
Strategic Implications 512
What Does Global Advertising
Involve? 513
Identical Ads 514
Prototype Advertising 516
Pattern Standardization 516
Globalization Examples 516
Pros and Cons of Global Advertising 517
Cost Advantages 517
Global Markets 518
Global Products and Brands 518
The Global Advertiser s Decisions 519
Strategic Objectives 520
Budgeting for Global Advertising 522
The Global Advertising Agency 523
Agency Globalization 523
The Agency s Job 525
Message Creation 521
Media Selection 528
Close Up: Goodyear in Latin America 530
1. Preliminary Orientation 530
2. Regional Meeting to Define
Communications Strategy 531
3. Advertising Creative Meeting 532
4. Qualitative Research Stage 532
5. Research Review Meeting 532
6. Final Creative Review 532
Lessons 533
Summary 533
16 Global Promotion,
E Commerce, and Personal
Selling 536
Introduction 538
Global Sales Promotion 539
In Store and Trade Promotions 539
Sponsorships 541
Cross Marketing 542
Publicity 543
Good News... 543
... and Bad News 544
Product Placement 545
Global Public Relations 546
International Trade Fairs 549
Direct Marketing 550
Regional Developments 551
CONTENTS xvii
Global Strategy 552
Electronic Commerce 553
Market Growth 553
Marketing Strengths and Weaknesses 554
Promoting the Site 556
Global Personal Selling 557
Managing a Sales Force 551
Personal Salesmanship 559
Representing the Country 560
The Presentation 562
Be Prepared! 562
Handling Objections 562
Closing Tactics 563
Integrated Marketing
Communications 564
Summary 565
17 Organizing for Global
Marketing 568
Introduction 570
The Context 510
The Task 511
Organizational Structure 571
The Global Network as an Asset 577
Painful History 511
The Win Win View 511
Globalizing Management 579
Global Marketing Directors 519
Global Teams 580
Management Systems 581
Informal Coordination 582
Coordinating Committees 582
Coordinating Staff 582
People and Organizational Culture 583
Local Acceptance 583
Corporate Culture 584
The Expatriate Manager 585
Global Customers 587
Global Account Management 581
Retail Trade Groups 588
Conflict Resolution 589
Summary 592
APPENDIX: Global Marketing
Planning 595
xviii CONTENTS
CASE 4.1: AOL: International
Expansion 601
CASE 4.2: Texas Instruments:
Global Pricing in the Semiconductor
Industry 612
CASE 4.3: United Colors
of Benetton 619
CASE 4.4: Cathay Pacific Airways:
China or the World? 631
CASE 4.5: Hewlett Packard s Global
Account Management 639
Index 645
|
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| indexdate | 2024-07-09T19:03:13Z |
| institution | BVB |
| isbn | 0130669989 0131224530 |
| language | English |
| lccn | 2002190399 |
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| spelling | Keegan, Warren J. 1936-2014 Verfasser (DE-588)123495075 aut Global marketing Warren J. Keegan ; Mark C. Green 3. ed. Upper Saddle River, NJ Prentice Hall u.a. 2003 XIX, 666 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Internationale marketing gtt Strategisch management gtt Export marketing Internationales Marketing (DE-588)4125431-4 gnd rswk-swf 1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content Internationales Marketing (DE-588)4125431-4 s DE-604 Green, Mark C. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009886501&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 |
| spellingShingle | Keegan, Warren J. 1936-2014 Global marketing Internationale marketing gtt Strategisch management gtt Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4522595-3 |
| title | Global marketing |
| title_auth | Global marketing |
| title_exact_search | Global marketing |
| title_full | Global marketing Warren J. Keegan ; Mark C. Green |
| title_fullStr | Global marketing Warren J. Keegan ; Mark C. Green |
| title_full_unstemmed | Global marketing Warren J. Keegan ; Mark C. Green |
| title_short | Global marketing |
| title_sort | global marketing |
| topic | Internationale marketing gtt Strategisch management gtt Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Internationale marketing Strategisch management Export marketing Internationales Marketing Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009886501&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT keeganwarrenj globalmarketing AT greenmarkc globalmarketing |