자료유형 | 단행본 |
---|---|
서명/저자사항 | Global marketing strategies / Jean-Pierre Jeannet, H. David Hennessey |
개인저자 | Jeannet, Jean-Pierre Hennessey, H. David |
판사항 | 5th ed. |
발행사항 | Boston : Houghton Mifflin Company, 2001 |
형태사항 | xxi, 762 p. : ill. ; 24 cm |
ISBN | 0618071881 |
서지주기 | Includes index |
비통제주제어 | 마케팅/,국제마케팅/,Marketing |
분류기호 | 326.16 |
언어 | 영어 |
캠퍼스간대출 소재불명도서 자료배달서비스 인쇄
No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
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1 | M0285783 | 326.16 J43g5 | 삼성캠퍼스/종합자료실/ | 대출가능 | false|true|true|false |true|true |
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CONTENTS
Preface ... xv
Introduction ... 1
1 Introduction to Global Marketing ... 2
The Development of Global Marketing ... 3
Domestic Marketing ... 3
Export Marketing ... 3
Inter...
CONTENTS
Preface ... xv
Introduction ... 1
1 Introduction to Global Marketing ... 2
The Development of Global Marketing ... 3
Domestic Marketing ... 3
Export Marketing ... 3
International Marketing ... 4
Multinational Marketing ... 4
Pan-Regional Marketing ... 5
Global Marketing ... 5
The Scope of Global Marketing ... 6
Defining Global Marketing Management ... 7
Relationships with Other Fields of Study ... 9
Exploring the Challenge of Global Marketing ... 10
Factors Limiting Standardization of Global Marketing Strategies ... 11
Market Characteristics ... 12
Industry Conditions ... 14
Marketing Infrastructure ... 15
Regulatory Environment ... 16
Participants in Global Marketing ... 17
Multinational Corporations' Role in Global Marketing ... 17
Global Companies' Role in Global Marketing ... 18
Finns Based in Emerging Economies Participate in Global Marketing ... 19
Service Companies as Participants in Global Marketing ... 23
Exporters as Global Marketers ... 24
Importers as Participants in Global Marketing ... 26
Start-Up Firms and Entrepreneurial Ventures in Global Marketing ... 26
E-Commerce Companies Enter Global Marketing ... 27
The Importance of Global Marketing ... 27
The Logic for Companies to Become Involved Involvement Global Marketing ... 29
Why Study Global Marketing? ... 31
A Need for More Global Marketers ... 31
A Need for Global Mindsets ... 33
Organization of This Book ... 34
Competencies ... 35
Decision Areas ... 35
Chapter Organization ... 36
Conclusions ... 37
Questions for Discussion ... 38
For Further Reading ... 39
Part Ⅰ Understanding the Global Marketing Environment ... 40
2 The Global Economy ... 42
International Trade : An Overview ... 43
The Growth in World Trade ... 45
The Basis for Trade : Absolute Versus Comparative Advantage ... 47
Absolute Advantage ... 47
Comparative Advantage ... 49
Balance of Payments ... 51
Balance of Payments Measures ... 53
Exchange Rates ... 54
International Agencies for Promoting Economic and Monetary Stability ... 59
International Monetary Fund ... 59
World Bank(International Bank for Reconstruction and Development) ... 61
Group of Seven ... 61
European Monetary System ... 62
International Trade : Does It Deserve Special Treatment? ... 63
Protectionism and Trade Restrictions ... 64
Tariffs ... 65
Quotas ... 66
Orderly Marketing Arrangements and Voluntary Export Restrictions ... 67
Formal and Administrative Nontariff Trade Baniers ... 68
General Agreement on Tariffs and Trade(GATT) ... 69
World Trade Organization ... 70
Economic Integration as a Means of Promoting Trade ... 71
Free Trade Areas ... 72
Customs Unions ... 72
Common Markets ... 72
Monetary Unions ... 73
The Global Economy ... 73
Conclusions ... 75
Questions for Discussion ... 75
For Further Reading ... 76
3 Cultural and Social Forces ... 77
A Definition of Culture ... 78
Cultural Influences on Marketing ... 79
Isolating Cultural Influences ... 79
Language ... 80
Forms of Address ... 80
Overcoming the Language Barrier ... 81
Religion ... 83
Christian Traditions ... 84
Islam ... 84
Education ... 90
Levels of Participation ... 90
Literacy and Economic Development ... 93
The Family ... 94
Work and Leisure ... 98
Reference Groups ... 102
Role Models ... 102
Country Image ... 102
The Challenge of Cultural Change ... 104
Cultural Challenges to Marketing in Eastern Europe ... 106
Adapting to Cultural Differences ... 107
Cultural Analysis for International Marketing ... 109
Cultural Dimensions ... 110
Conclusions ... 112
Questions for Discussion ... 113
For Further Reading ... 113
4 Political and Legal Forces ... 115
Host Country Political Forces ... 117
Political Climate ... 117
Governments ... 118
National Sovereignty and the Goal of Self-Preservation ... 120
The Need for National Security ... 121
Fostering National Prosperity ... 122
Enhancing Prestige ... 123
Protecting Cultural Identity ... 124
Host Country Pressure Groups ... 125
Host Government Actions ... 126
Jawboning ... 126
"Buy Local" Restrictions ... 127
Nontariff Barriers ... 128
Subsidies ... 129
Operating Conditions ... 130
Local Content ... 131
Ownership Conditions ... 132
Boycotts ... 133
Takeovers ... 134
Home Country Political Forces ... 136
Home Country Actions ... 136
Home Country Pressure Groups ... 138
Sudden Changes in the Political Climate ... 140
Political Risk Assessment ... 144
Objectives of Political Risk Assessment ... 142
Organization of Political Risk Assessment ... 142
Information Needs ... 143
Risk Reduction Strategies ... 148
Local Partners ... 149
Invaluable Status ... 149
Vertical Integration ... 149
Local Borrowing ... 150
Minimizing Fixed investments ... 150
Political Risk Insurance ... 150
International and Global Legal Forces ... 151
Laws Against Bribery and Corrupt Practices ... 151
Laws Regulating Competitive Behavior ... 154
Product Liability ... 155
Bankruptcy Laws ... 156
Patents, Trademarks, and Copyrights ... 157
Regulatory Trends Affecting Global Marketing ... 159
Conclusions ... 163
Questions for Discussion ... 163
For Further Reading ... 164
Part Ⅱ Analyzing Global Marketing Opportunities ... 166
5 Global Markets and Buyers ... 168
Screening International Marketing Opportunities ... 170
Selection Stages ... 170
Criteria for Selecting Target Countries ... 172
Techniques of Making Market Selection Decisions ... 180
Listing of Selection Criteria ... 180
Market Indexes for Country Selection ... 184
Ongoing Market Screening ... 184
Grouping Global Markets ... 186
Rationale for Grouping Markets ... 186
Marketing Activities Influenced by Country Groupings ... 186
Growth of Formal Market Groups ... 188
Economic Factors ... 189
Political Factors ... 189
Geographic Factors ... 189
Types of Market Groups ... 190
Major Market Groups ... 190
Global Buyers ... 200
The Consumer Market ... 201
Ability to Buy ... 202
Consumer Needs ... 203
Buyer Motivation ... 203
Buying Process ... 206
Business Markets ... 208
Buying Motives ... 208
Factors Influencing Global Purchasing ... 209
Government Markets ... 210
The Buying Process ... 211
Economic and Political Needs of Governments ... 212
Conclusions ... 212
Questions for Discussion ... 214
For Further Reading ... 214
6 International and Global Marketing Research ... 216
The Scope of Global Marketing Research ... 217
The Importance of Global Marketing Research ... 218
Challenges in Planning Global Research ... 221
Conceptual Framework : The Comparative Analytic Approach ... 222
Marketing as a Function of the Environment ... 222
Understanding the Marketing Environment ... 224
Analyzing Environmental Variables ... 227
The Research Process ... 228
Problem Definition and Development of Research Objectives ... 229
Determination of Data Sources ... 229
Data Collection ... 230
Research Techniques ... 239
Demand Analysis ... 239
Analysis by Inference ... 242
Multiple-Factor Indexes ... 244
Competitive Studies ... 244
Environmental Studies ... 249
Developing a Global Information System ... 250
Conclusions ... 254
Questions for Discussion ... 255
For Further Reading ... 255
Part Ⅲ Developing Global Marketing Strategies ... 258
7 Developing a Global Mindset ... 260
Different Types of Marketing Mindsets ... 261
Domestic Mindset ... 261
International Mindset ... 263
Multinational Mindset ... 264
Panregional Mindset ... 264
Global Mindset ... 265
Knowledge Components for the Global Mindset ... 266
Key Market Knowledge ... 266
Economic Knowledge ... 268
Political Knowledge ... 268
Cultural Knowledge ... 269
Historic Knowledge ... 269
Geographic Knowledge ... 270
Understanding Global Market Facts ... 270
The Importance of Acquiring Global Key Market Knowledge ... 271
Analytical Global Marketing Skills ... 272
The Global Logic Concept ... 272
Customer-Based Global Logics ... 273
Global Customer Logic ... 273
Global Information Logic ... 276
Global Purchasing Logic ... 277
Industry-Based Global Logics ... 279
Global Competitor Logic ... 279
Global Industry Logic ... 282
Global Size Logic ... 283
Global Regulatory Logic ... 284
Integrating Global Logics into a Composite View ... 286
Global Market and Opportunity Assessment ... 288
The World Market as a Global Chessboard ... 288
Understanding Lead Markets ... 292
Individual Skills for a Global Mindset ... 294
Global Language Communications Skills ... 294
Global Telecommunications Skills ... 296
Conclusions ... 298
Questions for Discussion ... 299
For Further Reading ... 300
8 Global Marketing Strategies ... 301
Patterns of Globalizing Marketing Operations ... 302
Opportunistic Global Market Development ... 303
Following Customers Abroad ... 303
Pursuing Geographic Diversification ... 304
Exploiting Different Economic Growth Rates ... 305
Exploiting Product Life Cycle Differences ... 305
Pursuing Potential Abroad ... 306
Globalizing for Defensive Reasons ... 307
Pursuing a Global Logic or Imperative ... 307
Pathways to Global Expansion ... 308
Domestic Marketing Strategies ... 308
Regional and Multiregional Marketing Strategies ... 310
Asset Globalization Versus Market Globalization ... 310
Stages of Global Market Development Pathways ... 312
Geographic Market Choices ... 314
Emphasizing Developed Economies ... 314
Emphasizing Emerging Markets ... 316
Expanding in Eastern Europe ... 317
Country Selection ... 321
Targeting Lead Markets ... 322
Targeting "Must Win" Markets ... 325
Identifying Generic Global Marketing Strategies ... 327
Multidomestic Marketing Strategies ... 330
Regional and Multiregional Strategies ... 331
Global Marketing Strategies ... 334
Integrated Global Business Strategies ... 340
Competitive Global Marketing Strategies ... 344
Global Firm Versus Global Firm ... 344
Local Company Versus Global Firm ... 346
Global Strategies for Companies Originating from Emerging Economies ... 348
Conclusions ... 350
Questions for Discussion ... 351
For Further Reading ... 351
9 Global Market Entry Strategies ... 353
Exporting as an Entry Strategy ... 355
Indirect Exporting ... 355
Direct Exporting ... 356
Foreign Production as an Entry Strategy ... 359
Licensing ... 359
Franchising ... 362
Local Manufacturing ... 362
Ownership Strategies ... 367
Joint Ventures ... 367
Strategic Alliances ... 373
Entering Markets Through Mergers and Acquisitions ... 378
Preparing an Entry Strategy Analysis ... 380
Estimating Sales ... 380
Estimating Costs ... 383
Estimating Asset Levels ... 383
Forecasting Profitability ... 384
Entry Strategy Configuration ... 385
Portal or E-Business Entry Strategies ... 386
Exit Strategies ... 388
Consolidation ... 389
Political Reasons ... 389
Reentry Strategies ... 390
Conclusions ... 391
Questions for Discussion ... 392
For Further Reading ... 392
Part Ⅳ Designing Global Marketing Programs ... 394
10 Pricing for Global Markets ... 396
Company Internal Factors ... 398
Profit and Cost Factors ... 398
Transportation Costs ... 400
Tariffs ... 401
Taxes ... 402
Local Production Costs ... 402
Channel Costs ... 402
Market Factors Affecting Pricing ... 404
Income Levels ... 404
Competition ... 405
Environmental Factors Affecting Price ... 406
Exchange Rate Fluctuations ... 406
Inflation Rates ... 407
Price Controls ... 409
Regulatory Factors : Dumping Regulations ... 410
Managerial Issues in Global Pricing ... 411
Determining Transfer Prices ... 411
Quoting Price in a Foreign Currency ... 414
Dealing with Parallel Imports or Gray Markets ... 417
Managing Export Price Escalation ... 419
Global Pricing Strategies ... 420
Financing Global Marketing Transactions ... 424
Risks ... 424
Customer-Arranged Versus Supplier-Arranged
Financing ... 427
Sources of Financing ... 427
Commercial Banks ... 428
Government-Sponsored Financing: The Export-Import Bank ... 429
Noncash Pricing: Countertrade ... 432
Conclusions ... 440
Questions for Discussion ... 441
For Further Reading ... 441
11 Global Promotion Strategies ... 44
The Single-Country Promotion Process ... 444
The Multicountry Communications Process ... 444
Global Promotion Strategies ... 446
Push-Oriented Strategy ... 447
Pull-Oriented Strategy ... 448
Push Versus Pull Strategies ... 449
Personal Selling ... 450
Global Selling(Multicountry Sales Force) ... 450
Local Selling(Single-Country Sales Force) ... 455
Industrial Selling ... 461
Global Trade Fairs ... 461
Selling Through a Bidding Process ... 463
Consortium Selling ... 464
Global Account Management ... 464
Other Forms of Promotion ... 466
Sales Promotion ... 466
Sports Promotions and Sponsorships ... 470
Direct Marketing ... 473
Direct Mail ... 474
Door-to-Door Sales ... 475
Telemarketing ... 476
Global Marketing via Internet and World Wide Web ... 477
Conclusions ... 478
Questions for Discussion ... 479
For Further Reading ... 479
12 Managing Global Advertising
Challenges in Global Advertising ... 482
Overcoming the Language Barrier ... 483
Overcoming the Cultural Barrier ... 484
The Impact of Regulations on Global Advertising ... 486
Selecting an Advertising Theme ... 488
Standardization Versus Customization ... 488
Land of the Soft Sell : Advertising in the Japanese Market ... 493
The Impact of Recent Changes in Eastern Europe ... 496
Global Advertising ... 499
Global Media Strategy ... 503
Media Availability ... 503
Credibility of Advertising ... 505
Media Habits ... 506
Satellite Television ... 507
Scheduling Global Advertising ... 509
Organizing the Global Advertising Effort ... 510
Advertising Agency Selection ... 510
Coordinating Global Advertising ... 520
Generic Global Advertising Strategies ... 521
Conclusions ... 530
Questions for Discussion ... 530
For Further Reading ... 531
13 Global Product and Service Strategies ... 532
Product Design in a Global Environment ... 534
Product Dimensions ... 534
Design Features ... 536
Quality ... 540
Global Standards ... 540
Branding Decisions ... 541
Selection Procedures ... 542
Selection of Internet Domain Names ... 543
Single-Country Versus Global Brand Names ... 544
Private Branding Strategies ... 545
Global Brands ... 546
Panregional Brands ... 547
Trademarks ... 548
Trademark and Brand Protection ... 549
Packaging for Global Markets ... 551
Managing a Global Product Line ... 553
xploiting Product Life Cycles ... 554
Global Warranty and Service Policies ... 556
Product Warranties ... 556
Global Product Service ... 557
Marketing Services Globally ... 558
Business Services ... 559
Opportunities for New Service Firms ... 559
Services for Consumers and Individual Households ... 561
Conclusions ... 561
Questions for Discussion ... 562
For Further Reading ... 562
14 Developing New Products for Global Markets ... 564
Global Product Strategies ... 566
Analytic Issues : Standardization Versus Adaptation ... 566
Three Strategic Choices: Extension, Adaptation, Invention ... 568
Global Products ... 571
New-Product Development Processes for Global Market ... 575
The Organization of Head Office-Sponsored Research and Development ... 575
International Lead Markets and Research and Development ... 576
The Role of Foreign Subsidiaries in Research and Development ... 580
Purchasing Research and Development from Foreign Countries ... 581
Importing as a Source of New-Product Technology ... 582
Acquisitions as a Route to New Products ... 583
The Joint Venture Route to New-Product Development ... 583
Alliances for New-Product Development ... 584
The Consortium Approach ... 585
Globalization of the Product Development Process ... 587
Introducing New Products to Global Markets ... 589
Concept Tests ... 589
Test Marketing ... 590
Timing of New-Product Introductions ... 591
Country Selection ... 592
Conclusions ... 593
Questions for Discussion ... 594
For Further Reading ... 594
15 Managing Global Distribution Channels ... 595
The Structure of the Global Distribution System ... 596
Home Market Channel Members ... 597
Foreign Market Channel Members ... 599
Developing a Global Distribution Strategy ... 600
Distribution Density ... 602
Channel Length ... 604
Channel Alignment ... 605
Distribution Logistics ... 606
Factors Influencing the Selection of Channel Members ... 606
Cost ... 607
Capital Requirement ... 607
Product and Product Line ... 608
Control ... 609
Coverage ... 609
Synergy ... 609
Locating and Selecting Channel Partners ... 610
Managing Global Distribution ... 611
Motivating Channel Participants ... 612
Controlling Channel Participants ... 613
Gaining Access to Distribution Channels ... 615
The "Locked-Up" Channel ... 615
Alternative Entry Approaches ... 617
Global Supply Chain Management ... 621
Logistics Decision Areas ... 621
Managing the Global Logistics System ... 624
Global Trends in Distribution ... 625
Larger-Scale Retailers ... 625
Globally Active Retailers ... 626
Direct Marketing ... 627
Online Retailing ... 629
Information Technology ... 630
Conclusions ... 631
Questions for Discussion ... 632
For Further Reading ... 632
Part Ⅴ Managing the Global Marketing Effort ... 634
16 Organizing for Global Marketing ... 636
Organizing : The Key to Strategy Implementation ... 637
Elements Affecting a Global Marketing Organization ... 637
External Forces ... 638
Internal Forces ... 640
Management Style ... 642
Corporate Goals ... 644
Types of Global Organizations ... 644
Companies Without International Specialists ... 645
International Specialists and Export Departments ... 641
International Division ... 646
Worldwide or Global Organizations ... 648
New Trends in Global Organizations ... 659
Global Product Divisions ... 660
Global Mandates ... 660
The Development Cycle of Global Marketing Organization ... 664
Export ... 664
Foreign Sales Office ... 664
Regional Market Center ... 665
Matrix Organizations ... 666
Global Integration - Strategic Business Units ... 666
Conclusions ... 666
Questions for Discussion ... 667
For Further Reading ... 667
17 Planning and Controlling Global Marketing ... 669
The Global Planning Process ... 670
Corporate Versus Business Planning ... 672
Traditional Corporate Planning Models ... 672
Limitations to Traditional Corporate Planning Approaches ... 678
Corporate Planning in the Global Age: Assigning Global Mandates ... 679
Global Business Strategy Planning ... 680
The Global Marketing Planning Process ... 682
Coordinating the Global Planning Process ... 683
Centralized Versus Localized Marketing ... 686
Controlling Global Marketing Operations ... 688
Variables That Affect Control ... 689
Elements of a Control Strategy ... 690
Conffict Between Headquarters and Subsidiaries ... 695
Creating a Global Learning Organization ... 696
Conclusions ... 696
Questions for Discussion ... 698
For Further Reading ... 698
18 The Export and Import Trade Process ... 699
Export Trade Mechanics ... 700
Pricing for Exports ... 701
Financing Export Operations ... 705
Exports Logistics ... 710
Export Documentation ... 713
Government Export Policies and Legislation ... 716
Import Trade Mechanics ... 720
Import Clearance Procedures ... 721
The Role of the Customs Agent ... 724
Free Trade Zones or Foreign Trade Zones ... 724
Obstacles to Foreign Imports ... 725
Global Import Barriers ... 725
Global Trade Negotiations ... 727
Conclusions ... 728
Questions for Discussion ... 728
For Further Reading ... 729
Name and Company Index ... 731
Subject Index ... 739