{"product_id":"global-marketing-management-9781119888765","title":"Global Marketing Management","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003e1 Globalization Imperative 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Global Marketing Is Imperative 4\u003c\/p\u003e \u003cp\u003eSaturation of Domestic Markets 4\u003c\/p\u003e \u003cp\u003eEmerging Markets 4\u003c\/p\u003e \u003cp\u003eGlobal Competition 5\u003c\/p\u003e \u003cp\u003eGlobal Cooperation 6\u003c\/p\u003e \u003cp\u003eInternet Revolution 7\u003c\/p\u003e \u003cp\u003eThe Fluid Nature of Global Competition 8\u003c\/p\u003e \u003cp\u003eGlobalization of Markets: Convergence and Divergence 12\u003c\/p\u003e \u003cp\u003eInternational Trade versus International Business 13\u003c\/p\u003e \u003cp\u003eWho Manages International Trade? 17\u003c\/p\u003e \u003cp\u003eEvolution of Global Marketing 19\u003c\/p\u003e \u003cp\u003eWhat Is Marketing? 19\u003c\/p\u003e \u003cp\u003eDomestic Marketing 20\u003c\/p\u003e \u003cp\u003eExport Marketing 22\u003c\/p\u003e \u003cp\u003eInternational Marketing 23\u003c\/p\u003e \u003cp\u003eMultinational Marketing 24\u003c\/p\u003e \u003cp\u003eGlobal Marketing 24\u003c\/p\u003e \u003cp\u003eThe Impact of Economic Geography and Climate on Global Marketing 26\u003c\/p\u003e \u003cp\u003eSummary 28\u003c\/p\u003e \u003cp\u003eKey Terms 28\u003c\/p\u003e \u003cp\u003eReview Questions 28\u003c\/p\u003e \u003cp\u003eDiscussion Questions 28\u003c\/p\u003e \u003cp\u003eFurther Reading 29\u003c\/p\u003e \u003cp\u003eAppendix: Theories of International Trade and the Multinational Enterprise 30\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Economic Environment 38\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntertwined World Economy 40\u003c\/p\u003e \u003cp\u003eForeign Direct Investment 42\u003c\/p\u003e \u003cp\u003ePortfolio Investment 44\u003c\/p\u003e \u003cp\u003eCountry Competitiveness 46\u003c\/p\u003e \u003cp\u003eChanging Country Competitiveness 46\u003c\/p\u003e \u003cp\u003eHuman Resources and Technology 46\u003c\/p\u003e \u003cp\u003eEmerging Markets 48\u003c\/p\u003e \u003cp\u003eEvolution of Cooperative Global Trade Agreements 51\u003c\/p\u003e \u003cp\u003eGeneral Agreements on Tariffs and Trade 51\u003c\/p\u003e \u003cp\u003eWorld Trade Organization 51\u003c\/p\u003e \u003cp\u003eInformation Technology and the Changing Nature of Competition 59\u003c\/p\u003e \u003cp\u003eValue of Intellectual Property in Information Age 59\u003c\/p\u003e \u003cp\u003eProliferation of E- Commerce and Regulations 61\u003c\/p\u003e \u003cp\u003eRegional Economic Arrangements 62\u003c\/p\u003e \u003cp\u003eFree Trade Area 63\u003c\/p\u003e \u003cp\u003eCustoms Union 65\u003c\/p\u003e \u003cp\u003eCommon Market 66\u003c\/p\u003e \u003cp\u003eMonetary Union 66\u003c\/p\u003e \u003cp\u003ePolitical Union 67\u003c\/p\u003e \u003cp\u003eMultinational Corporations 67\u003c\/p\u003e \u003cp\u003eSummary 69\u003c\/p\u003e \u003cp\u003eKey Terms 70\u003c\/p\u003e \u003cp\u003eReview Questions 70\u003c\/p\u003e \u003cp\u003eDiscussion Questions 71\u003c\/p\u003e \u003cp\u003eFurther Reading 72\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Financial Environment 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHistorical Role of the U.S. Dollar 74\u003c\/p\u003e \u003cp\u003eDevelopment of Today’s International Monetary System 75\u003c\/p\u003e \u003cp\u003eThe Bretton Woods Conference 75\u003c\/p\u003e \u003cp\u003eThe International Monetary Fund 76\u003c\/p\u003e \u003cp\u003eThe International Bank for Reconstruction and Development 77\u003c\/p\u003e \u003cp\u003eFixed versus Floating Exchange Rates 78\u003c\/p\u003e \u003cp\u003eCurrency Blocs 80\u003c\/p\u003e \u003cp\u003eForeign Exchange and Foreign Exchange Rates 81\u003c\/p\u003e \u003cp\u003ePurchasing Power Parity 81\u003c\/p\u003e \u003cp\u003eForecasting Exchange Rate Fluctuation 83\u003c\/p\u003e \u003cp\u003eCoping with Exchange Rate Fluctuations 83\u003c\/p\u003e \u003cp\u003eSpot versus Forward Foreign Exchange 86\u003c\/p\u003e \u003cp\u003eExchange Rate Pass- Through 88\u003c\/p\u003e \u003cp\u003eCryptocurrencies: A New Development 88\u003c\/p\u003e \u003cp\u003eBalance of Payments 89\u003c\/p\u003e \u003cp\u003eThe Internal and External Adjustments 93\u003c\/p\u003e \u003cp\u003eEconomic and Financial Turmoil around the World 94\u003c\/p\u003e \u003cp\u003eAsian Financial Crisis (1997–1998) and Its Aftermath 94\u003c\/p\u003e \u003cp\u003eThe South American Financial Crisis (2001–2002) and Its Aftermath 95\u003c\/p\u003e \u003cp\u003eThe U.S. Subprime Mortgage Loan Crisis and the Subsequent Global Financial Crisis (2007–2009) 95\u003c\/p\u003e \u003cp\u003eThe COVID- 19 Pandemic (2020–Present) Causing the Worst Recession Since World War II 96\u003c\/p\u003e \u003cp\u003eEconomic and Financial Crises in Perspective 97\u003c\/p\u003e \u003cp\u003eResponses to the Global Financial Crises 97\u003c\/p\u003e \u003cp\u003eMarketing in the Euro Area 101\u003c\/p\u003e \u003cp\u003eHistorical Background 101\u003c\/p\u003e \u003cp\u003eRamifications of the Euro for Marketers 104\u003c\/p\u003e \u003cp\u003eSummary 107\u003c\/p\u003e \u003cp\u003eKey Terms 108\u003c\/p\u003e \u003cp\u003eReview Questions 108\u003c\/p\u003e \u003cp\u003eDiscussion Questions 108\u003c\/p\u003e \u003cp\u003eFurther Reading 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Global Cultural Environment and Buying Behavior 110\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeaning of Culture 112\u003c\/p\u003e \u003cp\u003eElements of Culture 113\u003c\/p\u003e \u003cp\u003eMaterial Life 113\u003c\/p\u003e \u003cp\u003eLanguage 114\u003c\/p\u003e \u003cp\u003eSocial Interactions 118\u003c\/p\u003e \u003cp\u003eAesthetics 119\u003c\/p\u003e \u003cp\u003eReligion 121\u003c\/p\u003e \u003cp\u003eEducation 123\u003c\/p\u003e \u003cp\u003eValue Systems 125\u003c\/p\u003e \u003cp\u003eCross- Cultural Comparisons 126\u003c\/p\u003e \u003cp\u003eHigh- versus Low- Context Cultures 126\u003c\/p\u003e \u003cp\u003eHofstede’s Classification Scheme 127\u003c\/p\u003e \u003cp\u003eWorld Value Survey (WVS) 131\u003c\/p\u003e \u003cp\u003eSchwartz Value Survey (SVS) 131\u003c\/p\u003e \u003cp\u003eCultural Distance 134\u003c\/p\u003e \u003cp\u003eAdapting to Cultures 135\u003c\/p\u003e \u003cp\u003eCulture and the Marketing Mix 137\u003c\/p\u003e \u003cp\u003eProduct Policy 138\u003c\/p\u003e \u003cp\u003ePricing 140\u003c\/p\u003e \u003cp\u003eDistribution 140\u003c\/p\u003e \u003cp\u003ePromotion 141\u003c\/p\u003e \u003cp\u003eSummary 144\u003c\/p\u003e \u003cp\u003eKey Terms 145\u003c\/p\u003e \u003cp\u003eReview Questions 145\u003c\/p\u003e \u003cp\u003eDiscussion Questions 145\u003c\/p\u003e \u003cp\u003eFurther Reading 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Political and Legal Environment 148\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePolitical Environment— Individual Governments 149\u003c\/p\u003e \u003cp\u003eHome Country versus Host Country 149\u003c\/p\u003e \u003cp\u003eStructure of Government 151\u003c\/p\u003e \u003cp\u003eGovernment Policies and Regulations 154\u003c\/p\u003e \u003cp\u003ePolitical Environment— Social Pressures and Political Risk 163\u003c\/p\u003e \u003cp\u003eSocial Pressures and Special Interests 164\u003c\/p\u003e \u003cp\u003eManaging the Political Environment 166\u003c\/p\u003e \u003cp\u003eTerrorism and the World Economy 171\u003c\/p\u003e \u003cp\u003eInternational Agreements 174\u003c\/p\u003e \u003cp\u003eGroup of Seven (G7) Group of Eight (G8 now defunct) and Group of Twenty (G20) 176\u003c\/p\u003e \u003cp\u003eWassenaar Arrangement 177\u003c\/p\u003e \u003cp\u003eInternational Law and Local Legal Environment 179\u003c\/p\u003e \u003cp\u003eInternational Law 179\u003c\/p\u003e \u003cp\u003eLocal Legal Systems and Laws 179\u003c\/p\u003e \u003cp\u003eJurisdiction 183\u003c\/p\u003e \u003cp\u003eIssues Transcending National Boundaries 184\u003c\/p\u003e \u003cp\u003eISO 9000 and 14000 184\u003c\/p\u003e \u003cp\u003eIntellectual Property Protection 185\u003c\/p\u003e \u003cp\u003eInternational Treaties for Intellectual Property Protection 191\u003c\/p\u003e \u003cp\u003eAntitrust Laws of the United States 194\u003c\/p\u003e \u003cp\u003eAntitrust Laws of the European Union 196\u003c\/p\u003e \u003cp\u003eU.S. Foreign Corrupt Practices Act of 1977 197\u003c\/p\u003e \u003cp\u003eSummary 200\u003c\/p\u003e \u003cp\u003eKey Terms 200\u003c\/p\u003e \u003cp\u003eReview Questions 201\u003c\/p\u003e \u003cp\u003eDiscussion Questions 201\u003c\/p\u003e \u003cp\u003eFurther Reading 203\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Global Marketing Research 204\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eResearch Problem Formulation 208\u003c\/p\u003e \u003cp\u003eSecondary Global Marketing Research 210\u003c\/p\u003e \u003cp\u003eSecondary Data Sources 210\u003c\/p\u003e \u003cp\u003eProblems with Secondary Data Research 212\u003c\/p\u003e \u003cp\u003ePrimary Global Marketing Research 214\u003c\/p\u003e \u003cp\u003eFocus Groups 214\u003c\/p\u003e \u003cp\u003eSurvey Methods for Cross- Cultural Marketing Research 215\u003c\/p\u003e \u003cp\u003eObservational Research 222\u003c\/p\u003e \u003cp\u003eLeveraging the Internet for Global Market Research Studies 222\u003c\/p\u003e \u003cp\u003eMarket Size Assessment 225\u003c\/p\u003e \u003cp\u003eMethod of Analogy 225\u003c\/p\u003e \u003cp\u003eTrade Audit 228\u003c\/p\u003e \u003cp\u003eChain Ratio Method 228\u003c\/p\u003e \u003cp\u003eCross- Sectional Regression Analysis 229\u003c\/p\u003e \u003cp\u003eNew Market Information Technologies 230\u003c\/p\u003e \u003cp\u003eManaging Global Marketing Research 232\u003c\/p\u003e \u003cp\u003eSelecting a Research Agency 232\u003c\/p\u003e \u003cp\u003eCoordination of Multicountry Research 233\u003c\/p\u003e \u003cp\u003eSummary 234\u003c\/p\u003e \u003cp\u003eKey Terms 235\u003c\/p\u003e \u003cp\u003eReview Questions 236\u003c\/p\u003e \u003cp\u003eDiscussion Questions 236\u003c\/p\u003e \u003cp\u003eFurther Reading 237\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Global Segmentation and Positioning 238\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReasons for International Market Segmentation 239\u003c\/p\u003e \u003cp\u003eCountry Screening 239\u003c\/p\u003e \u003cp\u003eGlobal Marketing Research 240\u003c\/p\u003e \u003cp\u003eEntry Decisions 240\u003c\/p\u003e \u003cp\u003ePositioning Strategy 241\u003c\/p\u003e \u003cp\u003eResource Allocation 241\u003c\/p\u003e \u003cp\u003eMarketing Mix Policy 243\u003c\/p\u003e \u003cp\u003eInternational Market Segmentation Approaches 243\u003c\/p\u003e \u003cp\u003eSegmentation Scenarios 244\u003c\/p\u003e \u003cp\u003eBases for International Market Segmentation 246\u003c\/p\u003e \u003cp\u003eDemographics 247\u003c\/p\u003e \u003cp\u003eSocioeconomic Variables 249\u003c\/p\u003e \u003cp\u003eBehavior- Based Segmentation 251\u003c\/p\u003e \u003cp\u003eLifestyle and Values 252\u003c\/p\u003e \u003cp\u003eInternational Positioning Strategies 254\u003c\/p\u003e \u003cp\u003eUniform versus Localized Positioning Strategies 257\u003c\/p\u003e \u003cp\u003eUniversal Positioning Appeals 259\u003c\/p\u003e \u003cp\u003eGlobal Foreign and Local Consumer Culture Positioning 260\u003c\/p\u003e \u003cp\u003eSummary 263\u003c\/p\u003e \u003cp\u003eKey Terms 263\u003c\/p\u003e \u003cp\u003eReview Questions 263\u003c\/p\u003e \u003cp\u003eDiscussion Questions 263\u003c\/p\u003e \u003cp\u003eFurther Reading 264\u003c\/p\u003e \u003cp\u003eAppendix: Segmentation Tools 265\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Global Marketing Strategies 269\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInformation Technology and Global Competition 270\u003c\/p\u003e \u003cp\u003eReal- Time Management 270\u003c\/p\u003e \u003cp\u003eBlockchain Technology 271\u003c\/p\u003e \u003cp\u003eOn- Time Communication 272\u003c\/p\u003e \u003cp\u003eElectronic Commerce (E- Commerce) 272\u003c\/p\u003e \u003cp\u003eE- Company 274\u003c\/p\u003e \u003cp\u003eFaster Product Diffusion and Connectivity 274\u003c\/p\u003e \u003cp\u003eGlobal Strategy 275\u003c\/p\u003e \u003cp\u003eGlobal Industry 275\u003c\/p\u003e \u003cp\u003eCompetitive Industry Structure 279\u003c\/p\u003e \u003cp\u003eCompetitive Advantage 281\u003c\/p\u003e \u003cp\u003eHypercompetition 286\u003c\/p\u003e \u003cp\u003eInterdependency 287\u003c\/p\u003e \u003cp\u003eGlobal Marketing Strategy 288\u003c\/p\u003e \u003cp\u003eBenefits of Global Marketing 289\u003c\/p\u003e \u003cp\u003eLimits to Global Marketing 291\u003c\/p\u003e \u003cp\u003eR\u0026amp;D Operations and Marketing Interfaces 293\u003c\/p\u003e \u003cp\u003eR\u0026amp;D\/Operations Interface 294\u003c\/p\u003e \u003cp\u003eOperations\/ Marketing Interface 296\u003c\/p\u003e \u003cp\u003eMarketing\/R\u0026amp;D Interface 298\u003c\/p\u003e \u003cp\u003eRegionalization of Global Marketing Strategy 299\u003c\/p\u003e \u003cp\u003eCross- Subsidization of Markets 302\u003c\/p\u003e \u003cp\u003eIdentification of Weak Market Segments 302\u003c\/p\u003e \u003cp\u003eUse of the “Lead Market” Concept 303\u003c\/p\u003e \u003cp\u003eMarketing Strategies for Emerging Markets 304\u003c\/p\u003e \u003cp\u003eCompetitive Analysis 307\u003c\/p\u003e \u003cp\u003eSummary 308\u003c\/p\u003e \u003cp\u003eKey Terms 309\u003c\/p\u003e \u003cp\u003eReview Questions 309\u003c\/p\u003e \u003cp\u003eDiscussion Questions 309\u003c\/p\u003e \u003cp\u003eFurther Reading 310\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Global Market Entry Strategies 312\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCountry Selection 313\u003c\/p\u003e \u003cp\u003eScale of Entry 316\u003c\/p\u003e \u003cp\u003eChoosing the Mode of Entry 317\u003c\/p\u003e \u003cp\u003eDecision Criteria for Mode of Entry 317\u003c\/p\u003e \u003cp\u003eExporting 321\u003c\/p\u003e \u003cp\u003eIndirect Exporting 322\u003c\/p\u003e \u003cp\u003eCooperative Exporting 323\u003c\/p\u003e \u003cp\u003eDirect Exporting 323\u003c\/p\u003e \u003cp\u003eLicensing 323\u003c\/p\u003e \u003cp\u003eBenefits 324\u003c\/p\u003e \u003cp\u003eCaveats 324\u003c\/p\u003e \u003cp\u003eFranchising 325\u003c\/p\u003e \u003cp\u003eBenefits 326\u003c\/p\u003e \u003cp\u003eCaveats 326\u003c\/p\u003e \u003cp\u003eExpanding through Joint Ventures and Alliances 327\u003c\/p\u003e \u003cp\u003eBenefits 329\u003c\/p\u003e \u003cp\u003eCaveats 329\u003c\/p\u003e \u003cp\u003eDrivers behind Successful International Joint Ventures 330\u003c\/p\u003e \u003cp\u003eWholly Owned Subsidiaries 333\u003c\/p\u003e \u003cp\u003eBenefits 333\u003c\/p\u003e \u003cp\u003eCaveats 334\u003c\/p\u003e \u003cp\u003eAcquisitions and Mergers 334\u003c\/p\u003e \u003cp\u003eGreenfield Operations 338\u003c\/p\u003e \u003cp\u003eDynamics of Entry Strategies 338\u003c\/p\u003e \u003cp\u003eTiming of Entry 340\u003c\/p\u003e \u003cp\u003eExit Strategies 342\u003c\/p\u003e \u003cp\u003eReasons for Exit 343\u003c\/p\u003e \u003cp\u003eRisks of Exit 345\u003c\/p\u003e \u003cp\u003eGuidelines 346\u003c\/p\u003e \u003cp\u003eSummary 346\u003c\/p\u003e \u003cp\u003eKey Terms 347\u003c\/p\u003e \u003cp\u003eReview Questions 347\u003c\/p\u003e \u003cp\u003eDiscussion Questions 347\u003c\/p\u003e \u003cp\u003eFurther Reading 349\u003c\/p\u003e \u003cp\u003eAppendix A: Country Screening— Converting Raw Data into a 10- Point Scale 349\u003c\/p\u003e \u003cp\u003eAppendix B: Alternative Country Screening Procedure 350\u003c\/p\u003e \u003cp\u003eAppendix C: Mode of Entry Choice— Three Theoretical Perspectives 351\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Global Product Policy Decisions I: Developing New Products for Global Markets 353\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStandardization versus Customization 355\u003c\/p\u003e \u003cp\u003eDrivers toward Standardization 355\u003c\/p\u003e \u003cp\u003eModular Product Design Strategies 359\u003c\/p\u003e \u003cp\u003eMultinational Diffusion 361\u003c\/p\u003e \u003cp\u003eDeveloping New Products in the Global Marketplace 365\u003c\/p\u003e \u003cp\u003eIdentifying New Product Ideas 366\u003c\/p\u003e \u003cp\u003eScreening 367\u003c\/p\u003e \u003cp\u003eConcept Testing 368\u003c\/p\u003e \u003cp\u003eTest Marketing 368\u003c\/p\u003e \u003cp\u003eTiming of Entry: Waterfall versus Sprinkler Strategies 370\u003c\/p\u003e \u003cp\u003eTruly Global Product Development 375\u003c\/p\u003e \u003cp\u003eSummary 377\u003c\/p\u003e \u003cp\u003eKey Terms 377\u003c\/p\u003e \u003cp\u003eReview Questions 378\u003c\/p\u003e \u003cp\u003eDiscussion Questions 378\u003c\/p\u003e \u003cp\u003eFurther Reading 379\u003c\/p\u003e \u003cp\u003eAppendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development 380\u003c\/p\u003e \u003cp\u003eAppendix B: Back- of- the- Envelope Calculations— Incremental Break- Even Analysis (IBEA) 382\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Global Product Policy Decisions II: Marketing Products and Services 385\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal Branding Strategies 387\u003c\/p\u003e \u003cp\u003eGlobal Branding 387\u003c\/p\u003e \u003cp\u003eLocal Branding 391\u003c\/p\u003e \u003cp\u003eBrand Naming 393\u003c\/p\u003e \u003cp\u003eGlobal or Local Branding? 395\u003c\/p\u003e \u003cp\u003eBrand- Name Changeover Strategies 398\u003c\/p\u003e \u003cp\u003eManagement of Multinational Product Lines 401\u003c\/p\u003e \u003cp\u003eProduct Piracy 406\u003c\/p\u003e \u003cp\u003eStrategic Options against Product Piracy 407\u003c\/p\u003e \u003cp\u003eCountry- of- Origin (COO) Effects 410\u003c\/p\u003e \u003cp\u003eCountry- of- Origin (COO) Influences on Consumers 411\u003c\/p\u003e \u003cp\u003eStrategies to Cope with COO Stereotypes 413\u003c\/p\u003e \u003cp\u003eGlobal Marketing of Services 416\u003c\/p\u003e \u003cp\u003eChallenges in Marketing Services Internationally 416\u003c\/p\u003e \u003cp\u003eOpportunities in the Global Service Industries 418\u003c\/p\u003e \u003cp\u003eGlobal Service Marketing Strategies 419\u003c\/p\u003e \u003cp\u003eSummary 420\u003c\/p\u003e \u003cp\u003eKey Terms 421\u003c\/p\u003e \u003cp\u003eReview Questions 421\u003c\/p\u003e \u003cp\u003eDiscussion Questions 421\u003c\/p\u003e \u003cp\u003eFurther Reading 422\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Global Pricing 423\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDrivers of Foreign Market Pricing 424\u003c\/p\u003e \u003cp\u003eCompany Goals 424\u003c\/p\u003e \u003cp\u003eCompany Costs 425\u003c\/p\u003e \u003cp\u003eCustomer Demand and Price Sensitivity 426\u003c\/p\u003e \u003cp\u003eCompetition 428\u003c\/p\u003e \u003cp\u003eDistribution Channels 431\u003c\/p\u003e \u003cp\u003eGovernment Policies 431\u003c\/p\u003e \u003cp\u003eManaging Price Escalation 432\u003c\/p\u003e \u003cp\u003ePricing in Inflationary Environments 435\u003c\/p\u003e \u003cp\u003eGlobal Pricing Currency Fluctuations and Tariffs 437\u003c\/p\u003e \u003cp\u003eCurrency Gain\/Loss Pass Through 438\u003c\/p\u003e \u003cp\u003eCurrency Quotation 440\u003c\/p\u003e \u003cp\u003eTariff Pass Through 441\u003c\/p\u003e \u003cp\u003eTransfer Pricing 441\u003c\/p\u003e \u003cp\u003eDeterminants of Transfer Prices 441\u003c\/p\u003e \u003cp\u003eSetting Transfer Prices 443\u003c\/p\u003e \u003cp\u003eMinimizing the Risk of Transfer Pricing Tax Audits 444\u003c\/p\u003e \u003cp\u003eGlobal Pricing and Antidumping Regulation 445\u003c\/p\u003e \u003cp\u003ePrice Coordination 446\u003c\/p\u003e \u003cp\u003eGlobal Pricing Contracts (GPCs) 447\u003c\/p\u003e \u003cp\u003eAligning Pan- Regional Prices 448\u003c\/p\u003e \u003cp\u003eImplementing Price Coordination 450\u003c\/p\u003e \u003cp\u003eSummary 450\u003c\/p\u003e \u003cp\u003eKey Terms 451\u003c\/p\u003e \u003cp\u003eReview Questions 451\u003c\/p\u003e \u003cp\u003eDiscussion Questions 451\u003c\/p\u003e \u003cp\u003eFurther Reading 452\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Global Communication Strategies 453\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal Advertising and Culture 454\u003c\/p\u003e \u003cp\u003eLanguage Barriers 454\u003c\/p\u003e \u003cp\u003eOther Cultural Barriers 456\u003c\/p\u003e \u003cp\u003eCommunication and Cultural Values 457\u003c\/p\u003e \u003cp\u003eSetting the Global Advertising Budget 458\u003c\/p\u003e \u003cp\u003ePercentage of Sales Method 459\u003c\/p\u003e \u003cp\u003eCompetitive Parity 460\u003c\/p\u003e \u003cp\u003eObjective- and- Task Method 460\u003c\/p\u003e \u003cp\u003eResource Allocation 460\u003c\/p\u003e \u003cp\u003eCreative Strategy 461\u003c\/p\u003e \u003cp\u003eThe “Standardization” versus “Adaptation” Debate 461\u003c\/p\u003e \u003cp\u003eMerits of Standardization 463\u003c\/p\u003e \u003cp\u003eBarriers to Standardization 465\u003c\/p\u003e \u003cp\u003eApproaches to Creating Advertising Copy 466\u003c\/p\u003e \u003cp\u003eGlobal Media Decisions 468\u003c\/p\u003e \u003cp\u003eMedia Infrastructure 468\u003c\/p\u003e \u003cp\u003eMedia Limitations 469\u003c\/p\u003e \u003cp\u003eAdvertising Regulations 470\u003c\/p\u003e \u003cp\u003eChoosing an Advertising Agency 474\u003c\/p\u003e \u003cp\u003eOther Communication Platforms 476\u003c\/p\u003e \u003cp\u003eSales Promotions 476\u003c\/p\u003e \u003cp\u003eDirect Marketing 477\u003c\/p\u003e \u003cp\u003eLivestreaming 478\u003c\/p\u003e \u003cp\u003eGlobal Sponsorships 479\u003c\/p\u003e \u003cp\u003eMobile (Brand- in- the- Hand) Marketing 481\u003c\/p\u003e \u003cp\u003eTrade Shows 482\u003c\/p\u003e \u003cp\u003eProduct Placement 484\u003c\/p\u003e \u003cp\u003eBranded Entertainment (Content) 485\u003c\/p\u003e \u003cp\u003eViral Marketing 485\u003c\/p\u003e \u003cp\u003eGlobal Public Relations (PR) and Publicity 487\u003c\/p\u003e \u003cp\u003eGlobally Integrated Marketing Communications (GIMC) 488\u003c\/p\u003e \u003cp\u003eSummary 490\u003c\/p\u003e \u003cp\u003eKey Terms 490\u003c\/p\u003e \u003cp\u003eReview Questions 490\u003c\/p\u003e \u003cp\u003eDiscussion Questions 491\u003c\/p\u003e \u003cp\u003eFurther Reading 491\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Sales Management 493\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarket Entry Options and Salesforce Strategy 495\u003c\/p\u003e \u003cp\u003eRole of Foreign Governments 498\u003c\/p\u003e \u003cp\u003eCultural Considerations 499\u003c\/p\u003e \u003cp\u003ePersonal Selling 499\u003c\/p\u003e \u003cp\u003eCultural Generalization 500\u003c\/p\u003e \u003cp\u003eCorporate (Organizational) Culture 501\u003c\/p\u003e \u003cp\u003eCustomer Relationship Management (CRM) 501\u003c\/p\u003e \u003cp\u003eMyers–Briggs Type Indicator 502\u003c\/p\u003e \u003cp\u003eImpact of Culture on Sales Management and Personal Selling Process 505\u003c\/p\u003e \u003cp\u003eSalesforce Management 506\u003c\/p\u003e \u003cp\u003eSalesforce Objectives 506\u003c\/p\u003e \u003cp\u003eSalesforce Strategy 506\u003c\/p\u003e \u003cp\u003eRecruitment and Selection 507\u003c\/p\u003e \u003cp\u003eTraining 508\u003c\/p\u003e \u003cp\u003eSupervision 509\u003c\/p\u003e \u003cp\u003eEvaluation 511\u003c\/p\u003e \u003cp\u003eCross- Cultural Negotiations 511\u003c\/p\u003e \u003cp\u003eCross- Cultural Intelligence 512\u003c\/p\u003e \u003cp\u003eStages of Negotiation Process 512\u003c\/p\u003e \u003cp\u003eCross- Cultural Negotiation Strategies 514\u003c\/p\u003e \u003cp\u003eExpatriates 516\u003c\/p\u003e \u003cp\u003eAdvantages of Expatriates 517\u003c\/p\u003e \u003cp\u003eDifficulties of Sending Expatriates Abroad 518\u003c\/p\u003e \u003cp\u003eThe Return of the Expatriate— Repatriation 521\u003c\/p\u003e \u003cp\u003eGeneralizations about When Using Expatriates Is Positive or Negative 522\u003c\/p\u003e \u003cp\u003eSummary 523\u003c\/p\u003e \u003cp\u003eKey Terms 523\u003c\/p\u003e \u003cp\u003eReview Questions 523\u003c\/p\u003e \u003cp\u003eDiscussion Questions 524\u003c\/p\u003e \u003cp\u003eFurther Reading 524\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Global Logistics and Distribution 526\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefinition of Global Logistics 528\u003c\/p\u003e \u003cp\u003eManaging Physical Distribution 530\u003c\/p\u003e \u003cp\u003eModes of Transportation 531\u003c\/p\u003e \u003cp\u003eWarehousing and Inventory Management 534\u003c\/p\u003e \u003cp\u003eThird- Party Logistics (3PL) Management 537\u003c\/p\u003e \u003cp\u003eLogistical Revolution with the Internet 538\u003c\/p\u003e \u003cp\u003eManaging Sourcing Strategy 540\u003c\/p\u003e \u003cp\u003eProcurement: Types of Sourcing Strategy 541\u003c\/p\u003e \u003cp\u003eOutsourcing of Service Activities 546\u003c\/p\u003e \u003cp\u003eFree Trade Zones 550\u003c\/p\u003e \u003cp\u003eInternational Distribution Channel 554\u003c\/p\u003e \u003cp\u003eChannel Configurations 554\u003c\/p\u003e \u003cp\u003eChannel Management 556\u003c\/p\u003e \u003cp\u003eInternational Retailing 556\u003c\/p\u003e \u003cp\u003eE- Commerce and Retailing 559\u003c\/p\u003e \u003cp\u003ePrivate- Label Branding (Store Brands) 562\u003c\/p\u003e \u003cp\u003eOn- Time Retail Information Management 562\u003c\/p\u003e \u003cp\u003eRetailing Differences across the World 564\u003c\/p\u003e \u003cp\u003eSummary 567\u003c\/p\u003e \u003cp\u003eKey Terms 568\u003c\/p\u003e \u003cp\u003eReview Questions 568\u003c\/p\u003e \u003cp\u003eDiscussion Questions 569\u003c\/p\u003e \u003cp\u003eFurther Reading 570\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Export and Import Management 571\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOrganizing for Exports 573\u003c\/p\u003e \u003cp\u003eResearch for Exports 573\u003c\/p\u003e \u003cp\u003eExport Market Segments 575\u003c\/p\u003e \u003cp\u003eIndirect Exporting 575\u003c\/p\u003e \u003cp\u003eDirect Exporting 576\u003c\/p\u003e \u003cp\u003eMechanics of Exporting 577\u003c\/p\u003e \u003cp\u003eLegality of Exports 578\u003c\/p\u003e \u003cp\u003eExport Transactions 579\u003c\/p\u003e \u003cp\u003eTerms of Shipment and Sale 580\u003c\/p\u003e \u003cp\u003ePayment Terms 580\u003c\/p\u003e \u003cp\u003eCurrency Hedging 583\u003c\/p\u003e \u003cp\u003eRole of the Government in Promoting Exports 583\u003c\/p\u003e \u003cp\u003eExport–Import Bank 585\u003c\/p\u003e \u003cp\u003eTariff Concessions 587\u003c\/p\u003e \u003cp\u003eExport Regulations 587\u003c\/p\u003e \u003cp\u003eManaging Imports— The Other Side of the Coin 589\u003c\/p\u003e \u003cp\u003eMechanics of Importing 591\u003c\/p\u003e \u003cp\u003eImport Documents and Delivery 592\u003c\/p\u003e \u003cp\u003eImport Duties (Tariffs) 592\u003c\/p\u003e \u003cp\u003eGray Markets 593\u003c\/p\u003e \u003cp\u003eSummary 602\u003c\/p\u003e \u003cp\u003eKey Terms 602\u003c\/p\u003e \u003cp\u003eReview Questions 602\u003c\/p\u003e \u003cp\u003eDiscussion Questions 603\u003c\/p\u003e \u003cp\u003eFurther Reading 604\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Planning Organization and Control of Global Marketing Operations 605\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal Strategic Marketing Planning 606\u003c\/p\u003e \u003cp\u003eBottom- Up versus Top- Down Strategic Planning 606\u003c\/p\u003e \u003cp\u003ePitfalls 607\u003c\/p\u003e \u003cp\u003eKey Criteria in Global Organizational Design 607\u003c\/p\u003e \u003cp\u003eEnvironmental Factors 607\u003c\/p\u003e \u003cp\u003eFirm- Specific Factors 608\u003c\/p\u003e \u003cp\u003eOrganizational Design Options 609\u003c\/p\u003e \u003cp\u003eInternational Division Structure 609\u003c\/p\u003e \u003cp\u003eGlobal Product Division Structure 610\u003c\/p\u003e \u003cp\u003eGeographic Structure 611\u003c\/p\u003e \u003cp\u003eMatrix Structure 614\u003c\/p\u003e \u003cp\u003eThe Global Network Solution 616\u003c\/p\u003e \u003cp\u003eOrganizing for Global Brand Management 617\u003c\/p\u003e \u003cp\u003eGlobal Branding Committee 617\u003c\/p\u003e \u003cp\u003eBrand Champion 618\u003c\/p\u003e \u003cp\u003eGlobal Brand Manager 618\u003c\/p\u003e \u003cp\u003eInformal Ad Hoc Branding Meetings 618\u003c\/p\u003e \u003cp\u003eThe Role of the Chief Marketing Officer (CMO) 618\u003c\/p\u003e \u003cp\u003eLife Cycle of Organizational Structures 619\u003c\/p\u003e \u003cp\u003eControl of Global Marketing Efforts 621\u003c\/p\u003e \u003cp\u003eFormal (“Bureaucratic”) Control Systems 621\u003c\/p\u003e \u003cp\u003eInformal Control Methods 622\u003c\/p\u003e \u003cp\u003e“Soft” versus “Hard” Levers 623\u003c\/p\u003e \u003cp\u003eSummary 624\u003c\/p\u003e \u003cp\u003eKey Terms 625\u003c\/p\u003e \u003cp\u003eReview Questions 625\u003c\/p\u003e \u003cp\u003eDiscussion Questions 625\u003c\/p\u003e \u003cp\u003eFurther Reading 626\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Marketing Strategies for Emerging Markets 627\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEmerging Markets 628\u003c\/p\u003e \u003cp\u003eDefinition 628\u003c\/p\u003e \u003cp\u003eCharacteristics of Emerging Markets 629\u003c\/p\u003e \u003cp\u003eCompeting with the New Champions 633\u003c\/p\u003e \u003cp\u003eThe New Champions 634\u003c\/p\u003e \u003cp\u003eCompeting against the Newcomers 638\u003c\/p\u003e \u003cp\u003eTargeting\/Positioning Strategies in Emerging Markets 640\u003c\/p\u003e \u003cp\u003eBOP or No BOP? 641\u003c\/p\u003e \u003cp\u003eMiddle- Class Consumers in Emerging Markets 643\u003c\/p\u003e \u003cp\u003eGen Z in EMs 644\u003c\/p\u003e \u003cp\u003eEntry Strategies for Emerging Markets 645\u003c\/p\u003e \u003cp\u003eTiming of Entry 645\u003c\/p\u003e \u003cp\u003eEntry Mode 646\u003c\/p\u003e \u003cp\u003eProduct Policy 647\u003c\/p\u003e \u003cp\u003eProduct Innovation 647\u003c\/p\u003e \u003cp\u003eBranding 649\u003c\/p\u003e \u003cp\u003ePackaging 650\u003c\/p\u003e \u003cp\u003ePricing Strategy 650\u003c\/p\u003e \u003cp\u003eThe Distribution Challenge 651\u003c\/p\u003e \u003cp\u003eCreating Distribution Systems 651\u003c\/p\u003e \u003cp\u003eManaging Distributor Relationships 653\u003c\/p\u003e \u003cp\u003eCommunication Strategies for Emerging Markets 654\u003c\/p\u003e \u003cp\u003ePush versus Pull Activities 654\u003c\/p\u003e \u003cp\u003eMass Media versus Nontraditional Marketing Approaches 655\u003c\/p\u003e \u003cp\u003eSummary 657\u003c\/p\u003e \u003cp\u003eKey Terms 657\u003c\/p\u003e \u003cp\u003eReview Questions 657\u003c\/p\u003e \u003cp\u003eDiscussion Questions 657\u003c\/p\u003e \u003cp\u003eFurther Reading 658\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Global Marketing and the Internet 659\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBarriers to Global Internet Marketing 661\u003c\/p\u003e \u003cp\u003eLanguage Barriers 661\u003c\/p\u003e \u003cp\u003eCultural Barriers 662\u003c\/p\u003e \u003cp\u003eInfrastructure 665\u003c\/p\u003e \u003cp\u003eKnowledge Barriers 666\u003c\/p\u003e \u003cp\u003eLegal Environment and Government Regulations 667\u003c\/p\u003e \u003cp\u003eGlobal Internet Consumers 668\u003c\/p\u003e \u003cp\u003eGlobally Integrated versus Locally Responsive Internet Marketing Strategies 669\u003c\/p\u003e \u003cp\u003eThe Internet and Global Product Policy 671\u003c\/p\u003e \u003cp\u003eGlobal Branding and the Internet 671\u003c\/p\u003e \u003cp\u003eWeb- Based Global New Product Development 671\u003c\/p\u003e \u003cp\u003eWeb- Based Marketing of Services 673\u003c\/p\u003e \u003cp\u003eGlobal Pricing and the Web 673\u003c\/p\u003e \u003cp\u003ePrice Transparency 674\u003c\/p\u003e \u003cp\u003eGroup Buying 675\u003c\/p\u003e \u003cp\u003eGlobal Distribution Strategies and the Internet 675\u003c\/p\u003e \u003cp\u003eRole of Existing Channels 676\u003c\/p\u003e \u003cp\u003eE- Tailing Landscape 678\u003c\/p\u003e \u003cp\u003eThe Role of the Internet for Global Communication Strategies 680\u003c\/p\u003e \u003cp\u003eOnline Advertising 681\u003c\/p\u003e \u003cp\u003eOnline KOL Marketing 682\u003c\/p\u003e \u003cp\u003eOnline Monitoring 684\u003c\/p\u003e \u003cp\u003eSummary 685\u003c\/p\u003e \u003cp\u003eKey Terms 685\u003c\/p\u003e \u003cp\u003eReview Questions 685\u003c\/p\u003e \u003cp\u003eDiscussion Questions 686\u003c\/p\u003e \u003cp\u003eFurther Reading 686\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Sustainable Marketing in the Global Marketplace 687\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal Corporate Citizenship 688\u003c\/p\u003e \u003cp\u003eScope of CSR 688\u003c\/p\u003e \u003cp\u003eMajor Areas of CSR 691\u003c\/p\u003e \u003cp\u003eCorruption\/Graft 691\u003c\/p\u003e \u003cp\u003eEnvironmental Concerns 692\u003c\/p\u003e \u003cp\u003eSupply Chain Accountability 694\u003c\/p\u003e \u003cp\u003eCommitment toward Customers 697\u003c\/p\u003e \u003cp\u003eCommunity Support (Cause- Related Marketing) 699\u003c\/p\u003e \u003cp\u003eThe Case for Sustainability 699\u003c\/p\u003e \u003cp\u003eReputation in Consumer Markets 699\u003c\/p\u003e \u003cp\u003eSafeguard Future Supplies 701\u003c\/p\u003e \u003cp\u003eBrand Loyalty 701\u003c\/p\u003e \u003cp\u003eReputation in Labor and Equity Markets 702\u003c\/p\u003e \u003cp\u003eChallenges for Sustainability Strategies 702\u003c\/p\u003e \u003cp\u003eCultural Tensions 703\u003c\/p\u003e \u003cp\u003eSustainability Image 704\u003c\/p\u003e \u003cp\u003ePoor Infrastructure 706\u003c\/p\u003e \u003cp\u003eSustainable Marketing and Global Consumers 706\u003c\/p\u003e \u003cp\u003eDeveloping and Implementing a Sustainable Strategy 709\u003c\/p\u003e \u003cp\u003eStep 1: Set Objectives and Targets 709\u003c\/p\u003e \u003cp\u003eStep 2: Understand the Operating Environment 709\u003c\/p\u003e \u003cp\u003eStep 3: Specify Strategic Sustainability Initiatives 710\u003c\/p\u003e \u003cp\u003eStep 4: Implement 711\u003c\/p\u003e \u003cp\u003eStep 5: Develop Metrics for Monitoring and Reporting 713\u003c\/p\u003e \u003cp\u003eGlobal Stakeholder Engagement Programs 715\u003c\/p\u003e \u003cp\u003eSustainable Marketing Mix Policy for the Global Marketplace 716\u003c\/p\u003e \u003cp\u003eDeveloping Sustainable Products and Services 716\u003c\/p\u003e \u003cp\u003eSustainable Pricing 719\u003c\/p\u003e \u003cp\u003eCommunication and Sustainability 719\u003c\/p\u003e \u003cp\u003eSustainability and Distribution Channels 722\u003c\/p\u003e \u003cp\u003eCrisis Management and Consumer Boycotts 722\u003c\/p\u003e \u003cp\u003eCrisis Management 723\u003c\/p\u003e \u003cp\u003eConsumer Boycotts 725\u003c\/p\u003e \u003cp\u003eSummary 726\u003c\/p\u003e \u003cp\u003eKey Terms 726\u003c\/p\u003e \u003cp\u003eReview Questions 726\u003c\/p\u003e \u003cp\u003eDiscussion Questions 726\u003c\/p\u003e \u003cp\u003eFurther Reading 727\u003c\/p\u003e \u003cp\u003eSubject Index I- 1\u003c\/p\u003e \u003cp\u003eName Index I- 20\u003c\/p\u003e \u003cp\u003eCompany Index I- 29\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48738373271895,"sku":"9781119888765","price":119.65,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119888765.jpg?v=1723811989","url":"https:\/\/bookcurl.com\/products\/global-marketing-management-9781119888765","provider":"Book Curl","version":"1.0","type":"link"}