Global marketing: foreign entry, local marketing & global management
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
McGraw-Hill
2006
|
| Ausgabe: | 4. ed., internat. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 647 S. Ill., graph. Darst. |
| ISBN: | 0071244549 |
Internformat
MARC
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| 100 | 1 | |a Johansson, Johny K. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Global marketing |b foreign entry, local marketing & global management |c Johny K. Johansson |
| 250 | |a 4. ed., internat. ed. | ||
| 264 | 1 | |a Boston [u.a.] |b McGraw-Hill |c 2006 | |
| 300 | |a XVI, 647 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Mednarodni marketing - Globalna strategija - Izvozna politika - Učbeniki za visoke šole | |
| 650 | 4 | |a Mednarodni marketing - Globalna strategija - Marketinška strategija - Učbeniki za visoke šole | |
| 650 | 4 | |a Mednarodni marketing - Medkulturno sodelovanje - Medkulturno sporazumevanje - Učbeniki za visoke šole | |
| 650 | 4 | |a Mednarodni marketing - Strateške povezave - Tuje naložbe - Učbeniki za visoke šole | |
| 650 | 4 | |a Svetovni trg - Poslovna uspešnost - Trženjski splet - Učbeniki za visoke šole | |
| 650 | 4 | |a Svetovni trg - Zunanjetrgovinski promet - Marketinški procesi - Učbeniki za visoke šole | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Export marketing |x Management | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-013041919 | ||
Datensatz im Suchindex
| _version_ | 1804133170223775744 |
|---|---|
| adam_text | Contents
PART ONE
FUNDAMENTALS 1
Chapter 1
The Global Marketing Job 3
Going Global 5
A Historical Perspective 6
The Multinational Phase 6
The Global Phase 7
The Antiglobalization Phase 8
An Anti American Phase? 10
Key Concepts 11
Global Marketing 11
International Marketing 11
Foreign Marketing 11
Multidomestic Markets 12
Global and Regional Markets 13
Global Products 13
Global Brands 15
Leading Markets 15
The Product Life Cycle 16
Drivers toward Globalization 17
Market Drivers 17
Competitive Drivers 18
Cost Drivers 19
Technology Drivers 19
Government Drivers 20
Localized Global Marketing 21
The Limits to Global Marketing 21
Global Localization 21
Developing Knowledge Assets 22
New Products 23
Advertising 23
Distribution 24
Skill Benefits 24
Global Marketing Objectives. 24
Three Hats 25
The Foreign Entry Role 25
The Local Marketing Role 26
The Global Management Role 2 7
A Guide to the Chapters 27
Summary 28
Chapter 2
Theoretical Foundations 31
Introduction 33
Country Specific Advantages (CSAs) 34
Comparative and Absolute Advantages 34
The International Product Cycle (1PC) 35
National Competitive Advantages 36
The New Trade Theory 38
Country of Origin Effects 38
Firm Specific Advantages (FSAs) 40
Knowledge Based FSAs 41
Marketing FSAs 42
Transferability of FSAs 43
FSAs and Internalization 44
FSAs and Transaction Costs 45
FSAs in the Value Chain 47
Extending Porter s Five Forces Model 48
Rivalry 48
New Entrants 50
Substitutes 51
Buyer Power 51
Supplier Power 51
Rivalry between Global Competitors 51
Competitive Strength 52
Competitive Repertoire 52
Global Rivalry 52
Hypercompetition 54
Strategy and The Three Hats 55
Summary 56
Chapter 3
Cultural Foundations 61
Introduction 63
The Meaning of Culture 65
Cultures across Countries 65
High versus Low Context Cultures 65
Silent Languages 66
Avoid Self Referencing 67
Hofstede s Cultural Dimensions 67
Gannon s Metaphors 68
Culture and How to Do Business 71
Culture and Managerial Skills 72
Managerial Styles 72
Managing Subordinates 73
Culture and Negotiations 74
Know Whom You Are Dealing With 75
Know What They Hear 76
Know When to Say What 77
The Limits to Cultural Sensitivity 78
Nonadaptation 78
Keeping One s Center 79
Culture and The Three Hats 79
Foreign Entry 79
Local Marketing 80
Global Management 81
Summary 82
xi
xii Contents
CASE 1 1: IKEA s Global Strategy: Furnishing
the World 85
CASE 1 2: Globalization Headaches at
Whirlpool 90
PART TWO
FOREIGN ENTRY 97
Chapter 4
Country Attractiveness 99
Introduction 101
Political Risk Research 102
Environmental Research 103
Physical Environment 104
Sociocultural Environment 104
Economic Environment 105
Regulatory Environment 105
Researching Competitors 106
Strengths and Weaknesses 106
Competitive Signaling 107
Entry Evaluation Procedure 107
Stage 1—Country Identification 107
Stage 2—Preliminary Screening 108
Stage 3—In Depth Screening 109
Stage 4—Final Selection 110
Personal Experience 111
Country Data Sources 111
Forecasting Country Sales 114
A Basic Equation 114
Stage of the Product Life Cycle 115
Industry Sales 115
The Build Up Method 115
Forecasting by A nalogy 115
An Illustration: TV Penetration 116
Judgmental Forecasts 117
Time Series Extrapolation 118
Regression Based Forecasts 118
Forecasting Market Share 119
Predicting Competition 119
Identifying Competitors 120
Domestic Competitors 120
Foreign Competitors 121
Summary 121
Chapter 5
Export Expansion 125
Introduction 127
Four Modes of Entry 127
Exporting 127
Licensing 128
Strategic Alliances (SAs) 128
Wholly Owned Manufacturing
Subsidiary 129
The Impact of Entry Barriers 129
Entry Barriers Defined 129
The Cost of Barriers 131
The Importers View 131
Tariff and NontariffBarriers 131
Government Regulations 132
Distribution Access 132
Natural Barriers 134
Advanced versus Developing Nations 134
Exit Barriers 134
Effect on Entry Mode 135
The Exporting Option 135
Indirect Exporting 136
Direct Exporting 137
The Exporting Job 137
Product Shipment 138
Export Pricing 139
Local Distribution 143
Payment 144
Legal Issues 146
After Sales Support 148
Cultural Distance and Learning 149
The CulturalDistance Effect 149
The International Learning Curve 150
Internationalization Paths 151
The Internationalization Sequence 151
Born Globals 152
Export Expansion Strategy 153
Waterfall versus Sprinkler Strategies 153
A Comparison of Two Industries 154
Importers as Trade Initiators 155
Summary 155
Chapter 6
Licensing, Strategic Alliances, FDI 159
Introduction 161
Licensing 161
Franchising 163
Original Equipment Manufacturing (OEM) 163
Strategic Alliances 164
The Rationale for Nonequity SAs 165
Distribution Alliances 166
Manufacturing Alliances 166
R DAlliances 167
Joint Ventures 167
Manufacturing Subsidiaries 168
Outsourcing 170
Financial Analysis 170
Acquisitions 171
Entry Modes and Marketing Control 172
Optimal Entry Strategy 174
The Entry Mode Matrix 174
Optimal Modes 175
Real World Cases 176
Summary 179
CASE 2 1: Toys R Us Goes to Japan 181
CASE 2 2: Illycaffe (A): Internationalization 185
CASE 2 3: Illycaffe (B): The Starbucks Threat 189
CASE 2 4: AOL: International Expansion 192
PART THREE
LOCAL MARKETING 201
Chapter 7
Understanding Local Customers 203
Introduction 205
Local Culture and Buyer Behavior 206
Marketing and Materialism 207
The Meaning of a Product 208
A Universal Trait in Local Form 209
Buyer Decision Making 209
Problem Recognition 210
Search 211
Evaluation of Alternatives 212
Choice 213
Outcomes 214
A No Nationality Global Consumer? 214
Local Buyer Research 215
Problem Definition 215
Qualitative Research 217
Consumer Surveys 218
Trade Surveys 219
Observational Studies 219
Causal Research 220
Measurement and Scaling 220
Questionnaire Construction 222
Sampling 222
Fieldwork 223
Industrial Buyers 224
The Business Marketing Task 224
Cultural Conditioning 224
Organization Culture 225
Relationship Marketing 226
Culture and Networks 228
Three Local Marketing Environments 229
Market Environment 229
Marketing Tasks 229
Country Markets 230
Summary 231
Chapter 8
Local Marketing in Mature Markets 235
Introduction 237
Local Marketing in Mature Markets 237
Market Segmentation 237
Product Positioning 237
Contents xiii
Marketing Tactics 238
Customer Satisfaction 241
Close Up: Pan European Marketing 242
Market Environment 242
Foreign Trade Agreements 243
Competition 244
Market Segmentation 245
Product Positioning 246
Marketing Tactics 247
Close Up: Marketing in Japan 251
Market Environment 251
Foreign Trade Agreements 251
Competition 252
Market Segmentation 252
Product Positioning 253
Marketing Tactics 253
Close Up: Marketing in Australia and
New Zealand 256
Market Environment 256
Foreign Trade Agreements 256
Competition 25 7
Market Segmentation 257
Product Positioning 258
Marketing Tactics 258
Close Up: Marketing in North America 259
Market Environment 259
Foreign Trade Agreements 261
Competition 261
Market Segmentation 262
Product Positioning 262
Marketing Tactics 262
Summary 264
Chapter 9
Local Marketing in New
Growth Markets 267
Introduction 269
Two Kinds of Markets 269
The Role of Trade Blocs 2 70
Market Segmentation 271
Product Positioning 271
Marketing Tactics 272
Close Up: Marketing in Latin America 273
Market Environment 273
Foreign Trade Agreements 274
Market Segmentation 2 75
Product Positioning 275
Marketing Tactics 276
Major Country Markets 2 79
Pan Regional Marketing 281
Close Up: Marketing in the
New Asian Growth Markets 283
Market Environment 283
Foreign Trade Agreements 285
xiv Contents
Market Segmentation 285
Product Positioning 286
Marketing Tactics 286
Major Country Markets 289
Pan Regional Marketing 290
Summary 291
Chapter 10
Local Marketing in Emerging Markets 295
Introduction 297
Local Marketing in Developing Countries 297
Market Segmentation 298
Product Positioning 299
Pricing 299
Distribution 300
Promotion 300
Close Up: Marketing in Russia and the NDCs 300
Market Environment 301
Political and Legal Risks 302
Market Segmentation 303
Product Positioning 304
Marketing Tactics 305
Russia at the Crossroads 309
Close Up: Marketing in China 309
Market Environment 310
Foreign Entry 310
Hong Kong s Role 313
Market Segmentation 314
Product Positioning 314
Marketing Tactics 314
Continuous Change 316
Close Up: Marketing in India 317
Market Environment 317
Foreign Entry 318
Market Segmentation 319
Product Positioning 320
Marketing Tactics 320
Summary 322
CASE 3 1: P G s Pert Plus: A Pan European Brand? 32
CASE 3 2: Levi Strauss Japan K.K.: Selling
Jeans in Japan 332
CASE 3 3: Colgate Palmolive: Cleopatra in
Quebec? 341
PART FOUR
GLOBAL MANAGEMENT 353
Chapter 11
Global Segmentation and Positioning 355
Introduction 356
The Global Marketer s Mindset 357
Selling Orientation 357
Standardization 358
Coordination 358
Centralization 359
The New Global Mindset 359
Global Market Segmentation 359
Segmentation Criteria 360
Two Stage Global Segmentation 363
Macrosegmentation 364
A Case Illustration 367
Targeting Segments 368
Competitive Analysis 368
Profitability Analysis 369
Diversification Versus Focus 370
Global Product Positioning 371
Key Positioning Issues 372
The Product Space 374
Strategic Implications 375
Overcoming Mispositioning 3 75
Changing the Product Space 3 75
Changing Customer Preferences 377
Global STP Strategies 377
Summary 379
Chapter 12
Global Products 383
Introduction 385
The Pros and Cons of Standardization 385
The Advantages of Standardization 386
The Drawbacks of Standardization 387
Which Features to Standardize? 388
Localization Versus Adaptation 388
Basic Requirements 389
Compatibility Requirements 389
Multisystem Compatibility 389
Pitfalls of Global Standardization 390
Insufficient Market Research 390
Overstandardization 390
Poor Follow Up 390
Narrow Vision 390
1 Rigid Implementation 391
Global Product Lines 391
Developing New Global Products 392
Idea Generation 393
Preliminary Screening 394
Concept Research 395
Sales Forecast 397
Test Marketing 397
Globalizing Successful New
Products 398
New Product Success Factors 398
Speed of Diffusion 398
Global Brand Management 399
Brand Equity 400
Global Brands 401
The Brand Portfolio 402
Brand Globalization Potential 403
Implementation 404
Changeover Tactics 405
Defending Local Products 405
Counterfeit Products 406
Extent of Problem 407
Counterfeit Demand 408
Actions against Counterfeits 409
Summary 409
Chapter 13
Global Services 415
Introduction 417
Services Versus Products 418
Characteristics of Services 418
A Product Equivalence 420
Service Globalization Potential 422
Stage of the Life Cycle 423
Infrastructure Barriers 423
Idiosyncratic Home Market 424
Foreign Entry of Services 424
Foreign Trade in Services 424
Service Entry Modes 425
Entry and Exit Barriers 428
Local Marketing of Global Services 428
Market Segmentation 428
Positioning 428
Product Line 429
Branding 429
Pricing 430
Promotion 431
Distribution 431
Controlling Local Service Quality 431
Critical Incidents in Global Services 432
Satisfaction and Service Quality 434
Close Up: Two Globalized Services 435
Fast Food Franchising 436
Professional Services 438
Summary 439
Chapter 14
Global Pricing 443
Introduction 444
A Global Pricing Framework 445
Pricing Basics 447
The Role of Costs 447
Experience Curve Pricing 448
Competition 448
Demand 448
Financial Issues 449
Exchange Rates 449
Hedging 451
Government Intervention 452
Transfer Pricing 452
Definition 452
The Arm s Length Principle 453
Approaches to Transfer Pricing 454
Conflicting Objectives 454
Countertrade 455
Business Evaluation 457
Systems Pricing 457
Price and Positioning 459
Price Quality Relationships 459
The PLC Impact 460
Global Coordination 460
Pricing Actions Against Cray Trade 462
Global Pricing Policies 464
Polycentric Pricing 464
Geocentric Pricing 465
Ethnocentric Pricing 466
Managerial Trade Offs 466
Summary 467
Chapter 15
Global Distribution 471
Introduction 472
Distribution as a Competitive
Advantage 473
Rationalizing Local Channels 474
Changing Distributors 474
Dual Distribution 475
Wholesaling 475
Vertical Integration 476
Types of Wholesalers 477
Retailing 478
Retailing and Lifestyles 4 79
Creating New Channels 480
Global Retailing 482
Global Logistics 484
Competition and Technology 484
Air Express 485
Ocean Carriers 486
Overland Transportation 487
Warehousing 488
Parallel Distribution 488
Gray Trade 488
Effects of Gray Trade 490
Channel Actions against Gray Trade 491
Multiple Distribution Channels 492
Global Channel Design 494
The FSAs Revisited 494
Availability of Channels 494
Channel Tie Up 495
Coordination and Control 495
Summary 495
Chapter 16
Global Advertising 499
Promotion as a Competitive Advantage 501
The Global Advertising Job 503
xvi Contents
The International World of Advertising 502
Advertising Volume 502
Media Spending 504
Global Media 504
Strategic Implications 506
What Does Global Advertising Involve? 507
Identical Ads 508
Prototype Advertising 508
Pattern Standardization 509
Globalization Examples 509
Pros and Cons of Global Advertising 511
Cost Advantages 511
Global Markets 511
Global Products and Brands 511
The Global Advertiser s Decisions 513
Strategic Objectives 514
Budgeting for Global Advertising 516
The Global Advertising Agency 517
Agency Globalization 517
The Agency s Job 517
Message Creation 520
Media Selection 521
Close Up: Goodyear in Latin America 522
/. Preliminary Orientation 522
2. Regional Meeting to Define Communications Strategy 523
3. Advertising Creative Meeting 523
4. Qualitative Research Stage 524
5. Research Review Meeting 524
6. Final Creative Review 524
Lessons 525
Summary 525
Chapter 17
Global Promotion, E Commerce,
and Personal Selling 529
Introduction 531
Global Sales Promotion 531
In Store and Trade Promotions 532
Sponsorships 533
Cross Marketing 535
Publicity 535
¦ Good News ... 535
. . . and Bad News 536
Product Placement 536
Global Public Relations 537
International Trade Fairs 539
Direct Marketing 540
Regional Developments 541
Global Strategy 542
Electronic Commerce 543
E tailing Growth 543
Marketing Strengths and Weaknesses 547
Promoting the Site 547
Global Personal Selling 548
Managing a Sales Force 548
Personal Salesmanship 550
Representing the Country 551
The Presentation 552
Be Prepared! 553
Handling Objections 553
Closing Tactics 553
Integrated Marketing Communications 554
Summary 555
Chapter 18
Organizing for Global Marketing 559
Introduction 561
The Context 561
The Task 562
Organizational Structure 562
The Global Network as an Asset 567
Painful History 567
The Win Win View 567
Globalizing Management 569
Global Marketing Directors 570
Global Teams 570
Management Systems 571
Informal Coordination 571
Coordinating Committees 572
Coordinating Staff 572
People and Organizational Culture 572
Local Acceptance 573
Corporate Culture 574
The Expatriate Manager 575
Global Customers 576
Global Account Management 576
Retail Trade Groups 577
Conflict Resolution 578
The Good Global Marketer 580
Summary 581
CASE 4 1: Banyan Tree Hotels and Resorts: Building
an International Brand from an Asian Base 585
CASE 4 2: Texas Instruments: Global Pricing in the
Semiconductor Industry 597
CASE 4 3: United Colors of Benetton 603
CASE 4 4: Cathay Pacific Airways: China
or the World? 614
CASE 4 5: Hewlett Packard s Global Account
Management 622
APPENDIX: Global Marketing Planning 627
Index 633
|
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| author | Johansson, Johny K. |
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| author_sort | Johansson, Johny K. |
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| dewey-full | 658.8/4 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/4 |
| dewey-search | 658.8/4 |
| dewey-sort | 3658.8 14 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed., internat. ed. |
| format | Book |
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| id | DE-604.BV019714643 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:04:27Z |
| institution | BVB |
| isbn | 0071244549 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-013041919 |
| oclc_num | 440734912 |
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| physical | XVI, 647 S. Ill., graph. Darst. |
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| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Johansson, Johny K. Verfasser aut Global marketing foreign entry, local marketing & global management Johny K. Johansson 4. ed., internat. ed. Boston [u.a.] McGraw-Hill 2006 XVI, 647 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Mednarodni marketing - Globalna strategija - Izvozna politika - Učbeniki za visoke šole Mednarodni marketing - Globalna strategija - Marketinška strategija - Učbeniki za visoke šole Mednarodni marketing - Medkulturno sodelovanje - Medkulturno sporazumevanje - Učbeniki za visoke šole Mednarodni marketing - Strateške povezave - Tuje naložbe - Učbeniki za visoke šole Svetovni trg - Poslovna uspešnost - Trženjski splet - Učbeniki za visoke šole Svetovni trg - Zunanjetrgovinski promet - Marketinški procesi - Učbeniki za visoke šole 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=013041919&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 Mednarodni marketing - Globalna strategija - Izvozna politika - Učbeniki za visoke šole Mednarodni marketing - Globalna strategija - Marketinška strategija - Učbeniki za visoke šole Mednarodni marketing - Medkulturno sodelovanje - Medkulturno sporazumevanje - Učbeniki za visoke šole Mednarodni marketing - Strateške povezave - Tuje naložbe - Učbeniki za visoke šole Svetovni trg - Poslovna uspešnost - Trženjski splet - Učbeniki za visoke šole Svetovni trg - Zunanjetrgovinski promet - Marketinški procesi - Učbeniki za visoke šole 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 | Mednarodni marketing - Globalna strategija - Izvozna politika - Učbeniki za visoke šole Mednarodni marketing - Globalna strategija - Marketinška strategija - Učbeniki za visoke šole Mednarodni marketing - Medkulturno sodelovanje - Medkulturno sporazumevanje - Učbeniki za visoke šole Mednarodni marketing - Strateške povezave - Tuje naložbe - Učbeniki za visoke šole Svetovni trg - Poslovna uspešnost - Trženjski splet - Učbeniki za visoke šole Svetovni trg - Zunanjetrgovinski promet - Marketinški procesi - Učbeniki za visoke šole Export marketing Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Mednarodni marketing - Globalna strategija - Izvozna politika - Učbeniki za visoke šole Mednarodni marketing - Globalna strategija - Marketinška strategija - Učbeniki za visoke šole Mednarodni marketing - Medkulturno sodelovanje - Medkulturno sporazumevanje - Učbeniki za visoke šole Mednarodni marketing - Strateške povezave - Tuje naložbe - Učbeniki za visoke šole Svetovni trg - Poslovna uspešnost - Trženjski splet - Učbeniki za visoke šole Svetovni trg - Zunanjetrgovinski promet - Marketinški procesi - Učbeniki za visoke šole Export marketing Export marketing Management Internationales Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013041919&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT johanssonjohnyk globalmarketingforeignentrylocalmarketingglobalmanagement |