Efnisyfirlit

• Cover
• Title Page
• Dedication
• Copyright
• The Following Additional Cases Appear on the Textbook's Website
• About The Authors
• Preface
• Acknowledgments
• 1 Globalization Imperative
  • Why Global Marketing Is Imperative
  • The Fluid Nature of Global Competition
  • Globalization of Markets: Convergence and Divergence
  • Evolution of Global Marketing
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Appendix: Theories of International Trade and the Multinational Enterprise
  • Summary
  • Key Terms
  • Notes
• 2 Economic Environment
  • Intertwined World Economy
  • Country Competitiveness
  • Emerging Markets
  • Evolution of Cooperative Global Trade Agreements
  • Information Technology and the Changing Nature of Competition
  • Regional Economic Arrangements
  • Multinational Corporations
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 3 Financial Environment
  • Historical Role of the U.S. Dollar
  • Development of Today's International Monetary System
  • Foreign Exchange and Foreign Exchange Rates
  • Balance of Payments
  • Economic and Financial Turmoil around the World
  • Marketing in the Euro Area
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 4 Global Cultural Environment and Buying Behavior
  • Meaning of Culture
  • Elements of Culture
  • Cross‐Cultural Comparisons
  • Cultural Distance
  • Adapting to Cultures
  • Culture and the Marketing Mix
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 5 Political and Legal Environment
  • Political Environment—Individual Governments
  • Political Environment—Social Pressures and Political Risk
  • Terrorism and the World Economy
  • International Agreements
  • International Law and Local Legal Environment
  • Issues Transcending National Boundaries
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 6 Global Marketing Research
  • Research Problem Formulation
  • Secondary Global Marketing Research
  • Primary Global Marketing Research
  • Leveraging the Internet for Global Market Research Studies
  • Market Size Assessment
  • New Market Information Technologies
  • Managing Global Marketing Research
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 7 Global Segmentation and Positioning
  • Reasons for International Market Segmentation
  • International Market Segmentation Approaches
  • Segmentation Scenarios
  • Bases for International Market Segmentation
  • International Positioning Strategies
  • Global, Foreign, and Local Consumer Culture Positioning47
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Appendix: Segmentation Tools
  • Notes
• 8 Global Marketing Strategies
  • Information Technology and Global Competition
  • Global Strategy
  • Global Marketing Strategy
  • R&D, Operations, and Marketing Interfaces
  • Regionalization of Global Marketing Strategy
  • Competitive Analysis
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 9 Global Market Entry Strategies
  • Country Selection
  • Scale of Entry
  • Choosing the Mode of Entry
  • Exporting
  • Licensing
  • Franchising
  • Expanding through Joint Ventures and Alliances
  • Wholly Owned Subsidiaries
  • Dynamics of Entry Strategies
  • Timing of Entry
  • Exit Strategies
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Appendix A: Country Screening—Converting Raw Data into a 10‐Point Scale
  • Appendix B: A Lternative Country Screening Procedure
  • Appendix C: Mode of Entry Choice—Three Theoretical Perspectives
  • Notes
• 10 Global Product Policy Decisions I: Developing New Products for Global Markets
  • Standardization versus Customization
  • Multinational Diffusion
  • Developing New Products in the Global Marketplace
  • Truly Global Product Development
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Appendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development
  • Appendix B: Back‐of‐the‐Envelope Calculations—Incremental Break‐Even Analysis (IBEA)
  • Notes
• 11 Global Product Policy Decisions II: Marketing Products and Services
  • Global Branding Strategies
  • Management of Multinational Product Lines
  • Product Piracy
  • Country‐of‐Origin (COO) Effects
  • Global Marketing of Services
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 12 Global Pricing
  • Drivers of Foreign Market Pricing
  • Managing Price Escalation
  • Pricing in Inflationary Environments
  • Global Pricing, Currency Fluctuations, and Tariffs
  • Transfer Pricing
  • Global Pricing and Antidumping Regulation
  • Price Coordination
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 13 Global Communication Strategies
  • Global Advertising and Culture
  • Setting the Global Advertising Budget
  • Creative Strategy
  • Global Media Decisions
  • Advertising Regulations
  • Choosing an Advertising Agency
  • Other Communication Platforms
  • Globally Integrated Marketing Communications (GIMC)
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 14 Sales Management
  • Market Entry Options and Salesforce Strategy
  • Cultural Considerations
  • Impact of Culture on Sales Management and Personal Selling Process
  • Salesforce Management
  • Cross‐Cultural Negotiations
  • Expatriates
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 15 Global Logistics and Distribution
  • Definition of Global Logistics
  • Managing Physical Distribution
  • Managing Sourcing Strategy
  • Free Trade Zones
  • International Distribution Channel
  • International Retailing
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 16 Export and Import Management
  • Organizing for Exports
  • Indirect Exporting
  • Direct Exporting
  • Mechanics of Exporting
  • Role of the Government in Promoting Exports28
  • Managing Imports—The Other Side of the Coin
  • Mechanics of Importing
  • Gray Markets
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 17 Planning, Organization, and Control of Global Marketing Operations
  • Global Strategic Marketing Planning
  • Key Criteria in Global Organizational Design
  • Organizational Design Options
  • Organizing for Global Brand Management
  • Life Cycle of Organizational Structures
  • Control of Global Marketing Efforts
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 18 Marketing Strategies for Emerging Markets
  • Emerging Markets
  • Competing with the New Champions
  • Targeting/Positioning Strategies in Emerging Markets
  • Entry Strategies for Emerging Markets
  • Product Policy
  • Pricing Strategy
  • The Distribution Challenge
  • Communication Strategies for Emerging Markets
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 19 Global Marketing and the Internet
  • Barriers to Global Internet Marketing
  • Global Internet Consumers
  • Globally Integrated versus Locally Responsive Internet Marketing Strategies
  • The Internet and Global Product Policy
  • Global Pricing and the Web
  • Global Distribution Strategies and the Internet
  • The Role of the Internet for Global Communication Strategies
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• 20 Sustainable Marketing in the Global Marketplace
  • Global Corporate Citizenship
  • Major Areas of CSR
  • The Case for Sustainability
  • Challenges for Sustainability Strategies
  • Sustainable Marketing and Global Consumers
  • Developing and Implementing a Sustainable Strategy
  • Global Stakeholder Engagement Programs
  • Sustainable Marketing Mix Policy for the Global Marketplace
  • Crisis Management and Consumer Boycotts
  • Summary
  • Key Terms
  • Review Questions
  • Discussion Questions
  • Further Reading
  • Notes
• Subject Index
• Name Index
• Company Index
• End User License Agreement

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