Essentials of global marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
Pearson
2012
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| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXIV, 524 S. Ill., graph. Darst., Kt. |
| ISBN: | 9780273756545 |
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| 245 | 1 | 0 | |a Essentials of global marketing |c Svend Hollensen |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Harlow ; Munich [u.a.] |b Pearson |c 2012 | |
| 300 | |a XXXIV, 524 S. |b Ill., graph. Darst., Kt. | ||
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| 650 | 4 | |a Communication | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Globalisering | |
| 650 | 4 | |a Globalization | |
| 650 | 4 | |a Indtræden på nyt marked | |
| 650 | 4 | |a Kommunikation | |
| 650 | 4 | |a Markedsanalyse | |
| 650 | 4 | |a Markedsføring. Afsætningsøkonomi | |
| 650 | 4 | |a Market entry | |
| 650 | 4 | |a Market research | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Globalisierung | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Export marketing |v Case studies | |
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Datensatz im Suchindex
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| adam_text | Titel: Essentials of global marketing
Autor: Hollensen, Svend
Jahr: 2012
CONTENTS
PART I
Guided tour xvi
Preface xix
About the author xxvi
Abbreviations xxvii
Acknowledgements xxix
Publisher s acknowledgements xxxi
THE DECISION TO INTERNATIONALIZE i
Part I Video case study
Acme Whistles Ltd: an SME is globalizing its whistles sales 2
Introduction to Part I 3
1 Global marketing in the firm 4
Learning objectives 4
1.1 Introduction to globalization 5
1.2 The process of developing the global marketing plan 5
1.3 Should the company internationalize at all? 10
1.4 Development of the global marketing concept 11
1.5 Forces for global integration and market responsiveness 14
Exhibit 1.1 McDonald s is moving towards a higher degree of
market responsiveness 16
1.6 The value chain as a framework for identifying international
competitive advantage 17
Exhibit 1.2 Pocoyo: upstream-downstream cooperation about globalization of
an animated pre-school series 22
1.7 Value shop and the service value chain 25
1.8 Information business and the virtual value chain 28
1.9 Summary 30
Case study
1.1 Bubba Gump Shrimp Co.: a US-based restaurant chain is going
international 31
Questions for discussion 32
References 33
2 Initiation of internationalization 34
Learning objectives 34
2.1 Introduction 35
2.2 Internationalization motives 35
Exhibit 2.1 Global marketing and economies of scale in Japanese firms 38
Exhibit 2.2 Internationalization of Haier - proactive and reactive motives 40
2.3 Triggers of export initiation (change agents) 41
PART II
2.4 Internationalization barriers/risks 46
Exhibit 2.3 De-internationalization at British Telecommunications (BT) 47
2.5 Summary 49
Case study
2.1 Elvis Presley Enterprises Inc. (EPE): internationalization of a cult icon 50
Questions for discussion 51
References 51
3 Internationalization theories 53
Learning objectives 53
3.1 Introduction 54
3.2 The Uppsala internationalization model 56
3.3 The transaction cost analysis (TCA) model 58
3.4 The network model 61
3.5 Born globals 63
3.6 Summary 66
Case study
3.1 Classic Media: internationalization of Postman Pat 67
Questions for discussion 68
References 68
4 Development of the firm s international competitiveness 70
Learning objectives 70
4.1 Introduction 71
4.2 Analysis of national competitiveness (the Porter diamond) 71
4.3 Competition analysis in an industry 76
4.4 Value chain analysis 81
4.5 CSR - corporate social responsibility 91
Exhibit 4.1 Chiquita - integrating CSR in the resource base 92
4.6 The value net 92
4.7 Blue-ocean strategy and value innovation 93
Exhibit 4.2 Build-A-Bear - value innovation in action 95
4.8 Summary 95
Case study
4.1 Wii: Nintendo s Wii takes first place on the world market - can it last? 96
Questions for discussion 101
References 101
Part I Case studies
1.1 Manchester United: still trying to establish a global brand 104
1.2 Cereal Partners Worldwide (CPW): the number two world player is
challenging the number one - Kellogg 108
DECIDING WHICH MARKETS TO ENTER ns
Part II Video case study
Land Rover: which markets should be selected for the new Freelander 2? 116
Introduction to Part II 117
5 The political and economic environment n8
Learning objectives 118
5.1 Introduction 119
5.2 The political/legal environment 119
Exhibit 5.1 Huawei Technologies Corporation: the role of home government
in the internationalization process 121
5.3 The economic environment 128
5.4 The European Economic and Monetary Union and the euro 135
5.5 BRIC - the new growth markets of the world 138
5.6 Bottom of pyramid (BOP) as a market opportunity 140
Exhibit 5.2 Vodacom - reaching both BOP customers and BOP
entrepreneurs in Africa 141
Exhibit 5.3 Voltic Cool Pac - distribution of water in Ghana 142
5.7 Summary 143
Case study
5.1 Sauer-Danfoss: which political/economic factors would affect a manufacturer
of hydraulic components? 145
Questions for discussion 146
References 146
6 The sociocultural environment 148
Learning objectives 148
6.1 Introduction 149
Exhibit 6.1 Scotch whisky crossing international borders 150
6.2 Layers of culture 151
6.3 High- and low-context cultures 152
6.4 Elements of culture 154
Exhibit 6.2 Sensuality and touch culture in Saudi Arabian versus
European advertising 156
Exhibit 6.3 Polaroid s success in Muslim markets 160
6.5 Hofstede s original work on national cultures (the 4 + 1 dimensions model) 160
Exhibit 6.4 Pocari Sweat - a Japanese soft drink expands sales in Asia 162
6.6 Managing cultural differences 162
6.7 Convergence or divergence of the world s cultures 163
6.8 The effects of cultural dimensions on ethical decision making 164
Exhibit 6.5 Levi Strauss: an example of a multinational company s ethics code 165
6.9 Summary 166
Case study
6.1 The IKEA catalogue: are there any cultural differences? 167
Questions for discussion 168
References 168
7 The international market selection process 170
Learning objectives 170
7.1 Introduction 171
7.2 International market selection: SMEs versus LSEs 171
7.3 Building a model for international market selection 172
7.4 Market expansion strategies 184
Exhibit 7.1 An example of the trickle-up strategy 185
Exhibit 7.2 Bajaj is selecting new international markets ignored by global leaders 189
7.5 The global product/market portfolio 190
7.6 Summary 190
Case study
7.1 Skagen Designs: becoming an international player in designer watches 192
Questions for discussion 195
References 195
Part II Case studies
11.1 Red Bull: the global market leader in energy drinks is considering further
market expansion 197
11.2 Green Toys Inc.: a manufacturer of eco-friendly toys is going international 206
PART III
MARKET ENTRY STRATEGIES 211
Part III Video case study
Tata: which entry modes should be used for the Tata Nano - the world s
cheapest car? 212
Introduction to Part III 216
8 Some approaches to the choice of entry mode 219
Learning objectives 219
8.1 Introduction 220
8.2 The transaction cost approach 220
8.3 Factors influencing the choice of entry mode 222
Exhibit 8.1 Zara is modifying its preferred choice of entry mode, depending
on the psychic distance to new markets 226
8.4 Summary 227
Case study
8.1 Ansell condoms: is acquisition the right way to gain market share
in the European condom market? 228
Questions for discussion 231
References 231
9 Export, intermediate and hierarchical entry modes 232
Learning objectives 232
9.1 Introduction 233
9.2 Export modes 233
9.3 Intermediate modes 244
9.4 Hierarchical modes 258
9.5 Summary 268
Case study
9.1 Lysholm Linie Aquavit: international marketing of the Norwegian aquavit brand 272
Questions for discussion 273
References 274
10 International buyer-seller relationships 276
Learning objectives 276
10.1 Introduction 277
10.2 Reasons for international sourcing 278
10.3 A typology of sub-contracting 280
10.4 Buyer-seller interaction 281
10.5 Development of a relationship 284
10.6 Reverse marketing: from seller to buyer initiative 286
10.7 Internationalization of sub-contractors 287
Exhibit 10.1 An example of Japanese network sourcing: the Mazda
seat-sourcing case 289
10.8 Project export (turnkey contracts) 290
10.9 Summary 291
Case study
10.1 Barnes Noble (BN): can Nook threaten the leading global position of Amazon s
Kindle in the e-book reader market? 292
Questions for discussion 297
References 297
PART IV
Part III Case studies
111.1 IKEA: expanding through franchising to the South American market? 298
111.2 Autoliv Airbags: transforming Autoliv into a global company 304
DESIGNING THE GLOBAL MARKETING PROGRAMME 309
Part IV Video case study
Electrolux: trying to establish a global brand identity 310
Introduction to Part IV 311
11 Product and pricing decisions 317
Learning objectives 318
11.1 Introduction 318
11.2 The dimensions of the international product offer 319
11.3 Developing international service strategies 319
11.4 The product life cycle 324
11.5 The product communication mix 326
11.6 Product positioning 330
Exhibit 11.1 Chinese piano manufacturers are experiencing the country-of-origin
(COO) effect 331
11.7 Brand equity 331
Exhibit 11.2 Madame Tussauds - a brand which brings people closer to
celebrities on a global basis 332
11.8 Branding decisions 334
Exhibit 11.3 Unilever s Snuggle fabric softener - an example of local brands
in multiple markets 336
Exhibit 11.4 Kellogg is under pressure to produce under Aldi s own label 338
Exhibit 11.5 Shell s co-branding with Ferrari and LEGO 339
11.9 Implications of the Internet for collaboration with customers on
product decisions 340
Exhibit 11.6 Ducati motorcycles - product development through
Web communities 341
11.10 Green marketing strategies 345
11.11 Factors influencing international pricing decisions 348
11.12 International pricing strategies 352
Exhibit 11.7 Kodak is following the reverse buy-in - follow on strategy
for its printer and cartridge division 356
11.13 Implications of the euro for pricing across borders 364
11.14 Summary 365
Case study
11.1 Zippo Manufacturing Company: has product diversification beyond the
lighter gone too far? 366
Questions for discussion 367
References 368
12 Distribution and communication decisions 371
Learning objectives 372
12.1 Introduction 372
12.2 External determinants of channel decisions 373
12.3 The structure of the channel 375
12.4 Managing and controlling distribution channels 378
PARTV
12.5 Implications of the Internet for distribution decisions 383
Exhibit 12.1 M-Pesa is generating mobile money for consumers in Kenya
and expands internationally 385
12.6 The communication process 387
12.7 Communication tools 389
Exhibit 12.2 Product placement escalates 393
Exhibit 12.3 Baileys Irish Cream liqueur: sales expansion with market and
product development 396
12.8 International advertising strategies in practice 401
Exhibit 12.4 Jarlsberg cheese - cross-border communication 405
12.9 Implications of the Internet for communication decisions 407
12.10 Social media marketing 407
Exhibit 12.5 The 6C model in use - Dove s Real Beauty campaign, the
YouTube Evolution video 411
Exhibit 12.6 Amazon s online communities 412
12.11 Developing a viral marketing campaign 412
Exhibit 12.7 Chevrolet Dream Garage - a viral marketing campaign 414
12.12 Crowd-sourcing 415
Exhibit 12.8 Threadless s T-shirt, crowd-sourcing business 416
12.13 Summary 417
Case study
12.1 De Beers: forward integration into the diamond-industry value chain 418
Questions for discussion 420
References 421
Part IV Case studies
IV.1 Guinness: how can the iconic Irish beer brand compensate for declining sales
in the home market? 423
IV.2 The Dyson vacuum cleaner: shifting from domestic to international marketing
with the famous bagless vacuum cleaner 431
IMPLEMENTING AND COORDINATING THE GLOBAL
MARKETING PROGRAMME 439
Part V Video case study
Royal Enfield: trying to establish an international brand entity 440
Introduction to Part V 441
13 Cross-cultural sales negotiations 442
Learning objectives 442
13.1 Introduction 443
Exhibit 13.1 Giving gifts in China and Japan 443
13.2 Cross-cultural negotiations 444
13.3 Intercultural preparation 453
Exhibit 13.2 Euro Disney becomes Disneyland Resort Paris - Disney learns to
adapt to European cultures 453
13.4 Coping with expatriates 455
13.5 Knowledge management and learning across borders 458
13.6 Transnational bribery in cross-cultural negotiations 461
Exhibit 13.3 Does bribery also cover sexual favours? The case of Lockheed
Martin and a South Korean defence contract 462
13.7 Summary 462
Case study
13.1 Zam Zam Cola: marketing of a Muslim cola to the European market 463
Questions for discussion 465
References 465
14 Organization and control of the global marketing programme 467
Learning objectives 467
14.1 Introduction 468
14.2 Organization of global marketing activities 468
14.3 The global account management organization 473
Exhibit 14.1 Sauer-Danfoss s GAM 483
Exhibit 14.2 AGRAMKOW - working to model 3 484
14.4 Controlling the global marketing programme 484
14.5 The global marketing budget 490
14.6 The process of developing the global marketing plan 493
14.7 Summary 494
Case study
14.1 Amazon.com. Inc. - the online retailer is challenging Apple s iPad in the tablet
PC market 494
Questions for discussion 498
References 499
Part V Case studies
V.I Polaroid sunglasses: can the iconic brand achieve a comeback in the
global sunglasses market? 500
V.2 Sony Music Entertainment: new worldwide organizational structure and
the marketing planning and budgeting of Pink s new album 508
Index 514
Additionally, please visit www.pearsoned.co.uk/hollensen to download
the Appendix Market research and decision-support system .
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| spelling | Hollensen, Svend Verfasser (DE-588)1044269421 aut Essentials of global marketing Svend Hollensen 2. ed. Harlow ; Munich [u.a.] Pearson 2012 XXXIV, 524 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Communication Export marketing Globalisering Globalization Indtræden på nyt marked Kommunikation Markedsanalyse Markedsføring. Afsætningsøkonomi Market entry Market research Marketing Globalisierung Export marketing Case studies Internationales Marketing (DE-588)4125431-4 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content 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=025192889&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hollensen, Svend Essentials of global marketing Communication Export marketing Globalisering Globalization Indtræden på nyt marked Kommunikation Markedsanalyse Markedsføring. Afsætningsøkonomi Market entry Market research Marketing Globalisierung Export marketing Case studies Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4522595-3 |
| title | Essentials of global marketing |
| title_auth | Essentials of global marketing |
| title_exact_search | Essentials of global marketing |
| title_full | Essentials of global marketing Svend Hollensen |
| title_fullStr | Essentials of global marketing Svend Hollensen |
| title_full_unstemmed | Essentials of global marketing Svend Hollensen |
| title_short | Essentials of global marketing |
| title_sort | essentials of global marketing |
| topic | Communication Export marketing Globalisering Globalization Indtræden på nyt marked Kommunikation Markedsanalyse Markedsføring. Afsætningsøkonomi Market entry Market research Marketing Globalisierung Export marketing Case studies Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Communication Export marketing Globalisering Globalization Indtræden på nyt marked Kommunikation Markedsanalyse Markedsføring. Afsætningsøkonomi Market entry Market research Marketing Globalisierung Export marketing Case studies Internationales Marketing Fallstudiensammlung |
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