Global marketing management / Warren J. Keegan.

Format:

Book

Author/Creator:

Keegan, Warren J.

Contributor:

Green, Mark C.

Elizabeth Kelsey Memorial Fund.

Language:

English

Subjects (All):

Export marketing--Management.

Export marketing.

Export marketing--Management--Case studies.

Genre:

Case studies.

Physical Description:

xxv, 617 pages : illustrations ; 27 cm

Edition:

Seventh edition.

Place of Publication:

Upper Saddle River, N.J. : Prentice Hall, [2002]

Summary:

This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.

Contents:

Marketing: A Universal Discipline 2

The Three Principles of Marketing 4

Global Marketing: What It Is and What It Is Not 5

The Importance of Global Marketing 8

Management Orientations 12

Driving and Restraining Forces Affecting Global Integration and Global Marketing 15

Appendix The 18 Guiding Principles of the Marketing Company 22

Which Company Is Transnational? 29

Part II The Global Marketing Environment 31

Chapter 2 The Global Economic Environment 31

The World Economy

An Overview 32

Economic Systems 33

Stages of Market Development 36

Stages of Economic Development 38

Income and Purchasing Power Parity Around the Globe 39

The Location of Population 42

Marketing and Economic Development 44

Balance of Payments 45

Trade Patterns 46

International Trade Alliances 50

The World Trade Organization and GATT 51

Regional Economic Organizations 53

Chapter 3 Social and Cultural Environment 67

Basic Aspects of Society and Culture 68

Analytical Approaches to Cultural Factors 76

Social and Cultural Environments: Impact on Marketing Industrial Products 81

Social and Cultural Environments: Impact on Marketing Consumer Products 84

Cross-Cultural Complications and Suggested Solutions 86

Chapter 4 The Political, Legal, and Regulatory Environments of Global Marketing 91

The Political Environment 92

International Law 96

Sidestepping Legal Problems: Important Business Issues 98

Conflict Resolution, Dispute Settlement, and Litigation 107

The Regulatory Environment 109

Ethical Issues 112

Euro Disney (A) 115

Euro Disney (B) 119

Coca-Cola: Universal Appeal? 124

The Education of an Expat 132

Part III Analyzing And Targeting Global Market Opportunities 143

Chapter 5 Global Customers 143

Regional Market Characteristics 144

Marketing in Transitional Economies and Less Developed Countries 158

Global Buyers 159

The Global Marketing Plan 163

Chapter 6 Global Marketing Information Systems and Research 165

Overview of Global Marketing Information Systems 166

Sources of Market Information 170

Formal Marketing Research 173

Current Issues in Global Marketing Research 184

An Integrated Approach to Information Collection 188

Chapter 7 Segmentation, Targeting, and Positioning 191

Global Market Segmentation 192

Global Targeting 199

Global Product Positioning 202

High-Tech Positioning 203

High-Touch Positioning 204

Oriflame 207

Swatch Watch U.S.A.: Creative Marketing Strategy 219

Smart Car 227

Part IV Global Marketing Strategy 229

Chapter 8 Entry and Expansion Strategies: Marketing and Sourcing 229

Decision Criteria for International Business 231

Entry and Expansion Decision Model 237

Exporting 238

Additional International Alternatives 244

Marketing Strategy Alternatives 253

Chapter 9 Cooperative Strategies and Global Strategic Partnerships 262

The Nature of Global Strategic Partnerships 264

Success Factors 267

Alliances Between Manufacturers and Marketers 268

International Partnerships in Developing Countries 270

Cooperative Strategies in Japan: Keiretsu 271

Beyond Strategic Alliances 274

Chapter 10 Competitive Analysis and Strategy 277

Industry Analysis Forces Influencing Competition 278

Global Competition and National Competitive Advantage 282

Competitive Advantage and Strategic Models 291

Strategic Positions 296

Competitive Innovation and Strategic Intent 298

Odysseus, Inc. (The Decision to Go "International") 305

Metro Corporation: Technology Licensing Negotiation 314

A.S. Norlight 318

Ascom Hasler Mailing Systems Inc.: Competing in the Shadow of a Giant 323

Part V Creating Global Marketing Programs 329

Chapter 11 Product Decisions 329

Product Positioning 339

Product Saturation Levels in Global Markets 341

Product Design Considerations 342

Attitudes Toward Country of Origin 344

Geographic Expansion

Strategic Alternatives 346

New Products in Global Marketing 351

Chapter 12 Pricing Decisions 356

Basic Pricing Concepts 358

Environmental Influences on Pricing Decisions 359

Global Pricing Objectives and Strategies 363

Gray Market Goods 369

Dumping 371

Transfer Pricing 373

Global Pricing

Three Policy Alternatives 377

Appendix 1 Trade Terms 383

Appendix 2 Section 482, U.S. Internal Revenue Code 384

Chapter 13 Global Marketing Channels and Physical Distribution 385

Channel Objectives and Constraints 387

Distribution Channels: Terminology and Structure 393

International Channel Innovation 399

Channel Strategy for New Market Entry 400

Physical Distribution and Logistics 401

Case Example: Japan 403

Chapter 14 Global Advertising 407

Global Advertising and Branding 408

Global Advertising Content: The Extension Versus Adaptation Debate 412

Selecting an Advertising Agency 415

Advertising Appeals and Product Characteristics 416

Creating Advertising 418

Chapter 15 Global Promotion: Public Relations, Personal Selling, Sales Promotion, Direct Marketing, Trade Shows, and Sponsorship 428

Public Relations and Publicity 428

Personal Selling 432

Sales Promotion 433

Direct Marketing 435

Trade Shows and Exhibitions 436

Sponsorship Promotion 437

Chapter 16 Global e.marketing 440

The Death of Distance 441

Communications 442

Targeting the Individual Customer: Beyond Segmentation 442

Relationship Marketing 443

Interactivity 443

Speed to Market 443

Living in an Age of Technological Discontinuities 444

New Technologies Change the Rules of Competition 449

Components of the Electronic Value Chain 454

CEAC-China 461

Nokia and the Cellular Phone Industry 479

The Launch of GSM Cellular Telephones in South Africa 488

Harley-Davidson Motor Co., Inc.: Defending a Piece of the Domestic Pie 494

Benneton Group SpA: Raising Consciousness and Controversy with Global Advertising 505

Part VI Managing The Global Marketing Program 509

Chapter 17 Leading, Organizing, and Monitoring the Global Marketing Effort 509

Leadership 510

Organization 511

Global Marketing Management Audit 524

Chapter 18 The Future of Global Marketing 533

Six Major Changes 533

Careers in Global Marketing 539

Kodak Versus Fuji: The Battle for Global Market Share 541

Parker Pen Co. (A): International Marketing Strategy Review 549

Parker Pen Co. (B): Parker Goes Global 551

Parker Pen Co. (C): Global Marketing Strategy: An Interview with Dr. Dennis Thomas of the Berol Corporation 554

Appendix Global Income and Population 2000 and Projections to 2010 and 2020 559.

Notes:

Includes bibliographical references and indexes.

Local Notes:

Acquired for the Penn Libraries with assistance from the Elizabeth Kelsey Memorial Fund.

From the parents and sisters of Elizabeth Kelsey, WG'97, in her memory; 2001/2002

ISBN:

0130332712

OCLC:

45700401