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Global marketing / / Warren J. Keegan, Mark Green
| Global marketing / / Warren J. Keegan, Mark Green |
| Autore | Keegan Warren J. |
| Edizione | [Ninth edition, Global edition.] |
| Pubbl/distr/stampa | Boston : , : Pearson, , 2016 |
| Descrizione fisica | 1 online resource (624 pages) : color illustrations, photographs |
| Disciplina | 658.848 |
| Collana | Always learning |
| Soggetto topico |
Export marketing
International trade |
| ISBN | 1-292-15077-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Title Page -- Copyright Page -- Brief Contents -- Contents -- Preface -- Acknowledgments -- Part One Introduction -- Chapter 1 Introduction to Global Marketing -- 1-1 Introduction and Overview -- 1-2 Principles of Marketing: A Review -- Competitive Advantage, Globalization, and Global Industries -- 1-3 Global Marketing: What It Is and What It Isn't -- 1-4 The Importance of Global Marketing -- 1-5 Management Orientations -- Ethnocentric Orientation -- Polycentric Orientation -- Regiocentric Orientation -- Geocentric Orientation -- 1-6 Forces Affecting Global Integration and Global Marketing -- Multilateral Trade Agreements -- Converging Market Needs and Wants and the Information Revolution -- Transportation and Communication Improvements -- Product Development Costs -- Quality -- World Economic Trends -- Leverage -- Experience Transfers -- Scale Economies -- Resource Utilization -- Global Strategy -- Restraining Forces -- Management Myopia and Organizational Culture -- National Controls -- Opposition to Globalization -- Outline of This Book -- Part Two The Global Marketing Environment -- Chapter 2 The Global Economic Environment -- 2-1 The World Economy-Overview of Major Changes -- 2-2 Economic Systems -- Market Capitalism -- Centrally Planned Socialism -- Centrally Planned Capitalism and Market Socialism -- 2-3 Stages Of Market Development -- Low-Income Countries -- Lower-Middle-Income Countries -- Upper-Middle-Income Countries -- Marketing Opportunities in LDCs and Developing Countries -- High-Income Countries -- The Triad -- Marketing Implications of the Stages of Development -- 2-4 Balance Of Payments -- 2-5 Trade In Merchandise And Services -- Overview of International Finance -- Economic Exposure -- Managing Exchange Rate Exposure -- Chapter 3 The Global Trade Environment -- 3-1 The World Trade Organization and Gatt.
3-2 Preferential Trade Agreements -- Free Trade Area -- Customs Union -- Common Market -- Economic Union -- 3-3 North America -- 3-4 Latin America: Sica, Andean Community, Mercosur, and Caricom -- Central American Integration System -- Andean Community -- Common Market of the South (Mercosur) -- Caribbean Community and Common Market (CARICOM) -- Current Trade-Related Issues -- 3-5 Asia-Pacific: The Association of Southeast Asian Nations (ASEAN) -- Marketing Issues in the Asia-Pacific Region -- 3-6 Western, Central, and Eastern Europe -- The European Union (EU) -- Marketing Issues in the EU -- Central and Eastern Europe -- 3-7 The Middle East -- Cooperation Council for the Arab States of the Gulf -- Marketing Issues in the Middle East -- 3-8 Africa -- Economic Community of West African States (ECOWAS) -- East African Community -- Southern African Development Community (SADC) -- Marketing Issues in Africa -- Chapter 4 Social and Cultural Environments -- 4-1 Society, Culture, and Global Consumer Culture -- Attitudes, Beliefs, and Values -- Religion -- Aesthetics -- Dietary Preferences -- Language and Communication -- Marketing's Impact on Culture -- 4-2 High- and Low-Context Cultures -- 4-3 Hofstede's Cultural Typology -- 4-4 The Self-Reference Criterion and Perception -- 4-5 Diffusion Theory -- The Adoption Process -- Characteristics of Innovations -- Adopter Categories -- Diffusion of Innovations in Pacific Rim Countries -- 4-6 Marketing Implications of Social and Cultural Environments -- Chapter 5 The Political, Legal, and Regulatory Environments -- 5-1 The Political Environment -- Nation-States and Sovereignty -- Political Risk -- Taxes -- Seizure of Assets -- 5-2 International Law -- Common Law versus Civil Law -- Islamic Law -- 5-3 Sidestepping Legal Problems: Important Business Issues -- Jurisdiction. Intellectual Property: Patents, Trademarks, and Copyrights -- Antitrust -- Licensing and Trade Secrets -- Bribery and Corruption: Legal and Ethical Issues -- 5-4 Conflict Resolution, Dispute Settlement, and Litigation -- Alternatives to Litigation for Dispute Settlement -- 5-5 The Regulatory Environment -- Regional Economic Organizations: The EU Example -- Part Three Approaching Global Markets -- Chapter 6 Global Information Systems and Market Research -- 6-1 Information Technology, Management Information Systems, and Big Data for Global Marketing -- 6-2 Sources of Market Information -- 6-3 Formal Market Research -- Step 1: Information Requirement -- Step 2: Problem Definition -- Step 3: Choose Unit of Analysis -- Step 4: Examine Data Availability -- Step 5: Assess Value of Research -- Step 6: Research Design -- Issues in Data Collection -- Research Methodologies -- Scale Development -- Sampling -- Step 7: Data Analysis -- Comparative Analysis and Market Estimation by Analogy -- Step 8: Interpretation and Presentation -- 6-4 Headquarters' Control of Market Research -- 6-5 The Marketing Information System as a Strategic Asset -- Chapter 7 Segmentation, Targeting, and Positioning -- 7-1 Global Market Segmentation -- Contrasting Views of Global Segmentation -- Demographic Segmentation -- Segmenting Global Markets by Income and Population -- Age Segmentation -- Gender Segmentation -- Psychographic Segmentation -- Behavior Segmentation -- Benefit Segmentation -- Ethnic Segmentation -- 7-2 Assessing Market Potential and Choosing Target Markets or Segments -- Current Segment Size and Growth Potential -- Potential Competition -- Feasibility and Compatibility -- A Framework for Selecting Target Markets -- 7-3 Product-Market Decisions -- 7-4 Targeting And Target Market Strategy Options -- Standardized Global Marketing -- Concentrated Global Marketing. Differentiated Global Marketing -- 7-5 Positioning -- Attribute or Benefit -- Quality and Price -- Use or User -- Competition -- Global, Foreign, and Local Consumer Culture Positioning -- Chapter 8 Importing, Exporting, and Sourcing -- 8-1 Export Selling and Export Marketing: A Comparison -- 8-2 Organizational Export Activities -- 8-3 National Policies Governing Exports and Imports -- Government Programs That Support Exports -- Governmental Actions to Discourage Imports and Block Market Access -- 8-4 Tariff Systems -- Customs Duties -- Other Duties and Import Charges -- 8-5 Key Export Participants -- 8-6 Organizing For Exporting in The Manufacturer's Country -- 8-7 Organizing For Exporting in The Market Country -- 8-8 Trade Financing and Methods of Payment -- Documentary Credit -- Documentary Collections (Sight or Time Drafts) -- Cash in Advance -- Sales on Open Account -- Additional Export and Import Issues -- 8-9 Sourcing -- Management Vision -- Factor Costs and Conditions -- Customer Needs -- Logistics -- Country Infrastructure -- Political Factors -- Foreign Exchange Rates -- Chapter 9 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances -- 9-1 Licensing -- Special Licensing Arrangements -- 9-2 Investment -- Joint Ventures -- Investment via Equity Stake or Full Ownership -- 9-3 Global Strategic Partnerships -- The Nature of Global Strategic Partnerships -- Success Factors -- Alliances with Asian Competitors -- CFM International, GE, and Snecma: A Success Story -- Boeing and Japan: A Controversy -- 9-4 International Partnerships in Developing Countries -- 9-5 Cooperative Strategies in Asia -- Cooperative Strategies in Japan: Keiretsu -- How Keiretsu Affect American Business: Two Examples -- Cooperative Strategies in South Korea: Chaebol -- 9-6 Twenty-First-Century Cooperative Strategies -- 9-7 Market Expansion Strategies. Part Four The Global Marketing Mix -- Chapter 10 Brand and Product Decisions in Global Marketing -- 10-1 Basic Product Concepts -- Product Types -- Product Warranties -- Packaging -- Labeling -- Aesthetics -- 10-2 Basic Branding Concepts -- Local Products and Brands -- International Products and Brands -- Global Products and Brands -- Global Brand Development -- 10-3 A Needs-Based Approach to Product Planning -- 10-4 "Country of Origin" as Brand Element -- 10-5 Extend, Adapt, Create: Strategic Alternatives in Global Marketing -- Strategy 1: Product-Communication Extension (Dual Extension) -- Strategy 2: Product Extension-Communication Adaptation -- Strategy 3: Product Adaptation-Communication Extension -- Strategy 4: Product-Communication Adaptation (Dual Adaptation) -- Strategy 5: Innovation -- How to Choose a Strategy -- 10-6 New Products in Global Marketing -- Identifying New-Product Ideas -- New-Product Development -- The International New-Product Department -- Testing New Products -- Chapter 11 Pricing Decisions -- 11-1 Basic Pricing Concepts -- 11-2 Global Pricing Objectives and Strategies -- Market Skimming and Financial Objectives -- Penetration Pricing and Nonfinancial Objectives -- Companion Products: Captive Pricing, a/k/a "Razors and Blades" Pricing -- Target Costing -- Calculating Prices: Cost-Plus Pricing and Export Price Escalation -- 11-3 Incoterms -- 11-4 Environmental Influences on Pricing Decisions -- Currency Fluctuations -- Inflationary Environment -- Government Controls, Subsidies, and Regulations -- Competitive Behavior -- Using Sourcing as a Strategic Pricing Tool -- 11-5 Global Pricing: Three Policy Alternatives -- Extension or Ethnocentric Pricing -- Adaptation or Polycentric Pricing -- Geocentric Pricing -- 11-6 Gray Market Goods -- 11-7 Dumping -- 11-8 Price Fixing -- 11-9 Transfer Pricing. Tax Regulations and Transfer Prices. |
| Record Nr. | UNINA-9910154948903321 |
Keegan Warren J.
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| Boston : , : Pearson, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Global marketing management / / Warren J. Keegan ; with Elyse Arnow Brill ; international editions contributions by Sandeep Puri
| Global marketing management / / Warren J. Keegan ; with Elyse Arnow Brill ; international editions contributions by Sandeep Puri |
| Autore | Keegan Warren J. |
| Edizione | [Eighth edition, international edition.] |
| Pubbl/distr/stampa | Boston : , : Pearson, , 2014 |
| Descrizione fisica | 1 online resource (480 pages) : illustrations |
| Disciplina | 658.848 |
| Collana | Always learning |
| Soggetto topico | Export marketing - Management |
| ISBN | 0-273-77570-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Contents -- Preface -- Acknowledgements -- Part I: Introduction and Overview -- Chapter 1 IntroductIon to Global Marketing -- Introduction -- Marketing: A Universal Discipline -- The Marketing Concept -- The Three Principles of Marketing -- Customer Value and the Value Equation -- Competitive or Differential Advantage -- Focus -- Global Marketing: What It Is and What It Is Not -- The Standardization Debate -- Globalization and Global Marketing -- Management Orientations -- Ethnocentric Orientation -- Polycentric Orientation -- Regiocentric and Geocentric Orientations -- Driving and Restraining Forces -- Driving Forces -- Restraining Forces -- Outline of This Book -- Chapter Summary -- Discussion Questions -- Suggested Readings -- Appendix: The 18 Guiding Principles of Legacy Marketing -- Part II: The Global Marketing Environment -- Chapter 2 The Global Economic Environment -- Introduction -- The World Economy-An Overview -- The World Economy: Important Trends -- Economic Activity Will Shift from West to East -- Aging Worldwide Population Will Demand Increasing Levels of Productivity and Efficiency -- Shifts and Growth in Consumer Segments Will Result in Changes in the Global Consumer Marketplace -- Changing Industry Structures and Emerging New Models of Corporate Organization Will be Characteristic of Growing Global Competition -- The Demand for Natural Resources Will Continue to Grow, Resulting in Growing Pressure on an Already Strained Global, Natural Environment -- Scrutiny of Global Firms' Worldwide Practices Will Increase as the Reach and Scale of Global Firms Expand -- Increasing Regulation Will Shape the Structure and Conduct of Whole Industries -- The Economics of Information Will Be Transformed as the Ubquitous Nature of Information Expands -- Talent Pools Have Become Global in Nature.
Assimilating Talent into the Leadership Structure of a Global Company Will Be a Competitive Advantage -- The Market State: Varying Degrees of Economic Freedom -- Stages Of Market Development -- Low-Income Countries -- Lower-Middle-Income Countries -- Upper-Middle-Income Countries -- High-Income Countries -- Income And Purchasing Power Parity Around The Globe -- International Comparison Program (ICP) of the World Bank -- Actual Individual Consumption -- The Location of Population -- Global Trade And Investment -- The Balance of Payments -- Global Trade Patterns -- Exchange Rates -- Degrees of Economic Cooperation -- A Free Trade Area -- A Customs Union -- A Common Market -- Chapter Summary -- Discussion Questions -- Suggested Readings -- Chapter 3 The Political, Legal, and Regulatory Environments Of Global Marketing -- Introduction -- The Political Environment -- Nation-States and Sovereignty -- Political Risk -- Taxes -- Dilution of Equity Control -- Expropriation -- International Law -- Common Versus Code Law -- Sidestepping Legal Problems: Important Business Issues -- Establishment -- Jurisdiction -- Intellectual Property: Patents and Trademarks -- International Trademark Filings -- Antitrust -- Licensing and Trade Secrets -- Bribery and Corruption -- Forms of Corruption -- Estimating the Pervasiveness and Magnitude of Corruption -- Characteristics of Countries with High Perceived Levels of Corruption -- Anticorruption Laws and Regulations -- Conflict Resolution, Dispute Settlement, and Litigation -- Alternatives to Litigation for Dispute Settlement -- The Regulatory Environment -- The European Union -- The World Trade Organization and Its Role in International Trade -- Ethical Issues -- Summary -- Discussion Questions -- Suggested Readings -- Chapter 4 The Global Cultural EnvIronment -- Introduction -- Basic Aspects of Society and Culture. The Search for Cultural Universals -- Communication and Negotiation -- Social Behavior -- Analytical Approaches to Cultural Factors -- Maslow's Hierarchy of Needs -- Standardized Cultural Classifications -- Hofstede's National Culture Dimensions -- Project Globe -- Inglehart's World Values Survey -- Schwartz's Cultural Value Orientations -- Leung and Bond's Social Axioms -- Ethnographic and Other Nonsurvey Approaches -- Living, Working, and Thriving in Different Cultures -- Understanding the Complexity of Identity -- The Self-Reference Criterion and Perception -- Environmental Sensitivity -- Cross-Cultural Complications and Suggested Solutions -- Training in Cross-Cultural Competency -- Summary -- Discussion Questions -- Suggested Readings -- Part III: Analyzing And Targeting Global Market Opportunities -- Chapter 5 Global Customers -- Introduction -- The Global Marketing Plan -- Regional Market Characteristics -- European Union -- Russia -- North America -- Asia-Pacific -- Latin America and the Carribean -- Middle East and Africa -- Marketing In Low-Income Countries -- Global Buyers -- Customer Value and the Value Equation -- Diffusion Theory -- Summary -- Discussion Questions -- Experiential Exercise: The Global Marketing Plan -- Application Exercises -- Suggested Readings -- Chapter 6 Global Marketing Information Systems and Research -- Introduction -- Overview of Global Marketing Information Systems -- Information Subject Agenda -- Scanning Modes: Surveillance and Search -- Sources of Market Information -- Human Sources -- Documentary Sources -- Internet Sources -- Web Analytics: Clouds, Big Data, and Smart Assets -- Direct Perception -- Formal Marketing Research -- Step 1: Identify the Research Problem -- Step 2: Develop a Research Plan -- Step 3: Collecting Data -- Primary Data and Survey Research -- Step 4: Analyze Research Data. Step 5: Present the Findings -- Linking Global Marketing Research to The Decision-Making Process -- Current Issues in Global Marketing Research -- Headquarters Control of Global Marketing Research -- The Marketing Information System as a Strategic Asset -- An Integrated Approach to Information Collection -- Summary -- Discussion Questions -- Application Exercises -- Suggested Readings -- Chapter 7 Segmentation, Targeting, and Positioning -- Introduction -- Global Market Segmentation -- Geographic Segmentation -- Demographic Segmentation -- Psychographic Segmentation -- Behavior Segmentation -- Benefit Segmentation -- Vertical Versus Horizontal Segmentation -- Global Targeting -- Criteria for Targeting -- Selecting a Global Target Market Strategy -- Global Product Positioning -- High-Tech Positioning -- High-Touch Positioning -- Summary -- Discussion Questions -- Suggested Readings -- Part IV: Global Marketing Strategy -- Chapter 8 Global Entry and Expansion Strategies -- Introduction -- Decision Criteria for International Business -- Political Risk -- Market Access -- Factor Costs and Conditions -- Country Infrastructure -- Foreign Exchange -- Creating a Product-Market Profile -- Market Selection Criteria -- Visits to the Potential Market -- Entry and Expansion Decisions and Alternatives -- "Going Global" Decision Criteria -- Exporting and Export Sourcing -- Organizing for Export Sourcing -- Licensing -- Franchising -- Product Sourcing -- Investment: Joint Venture and FDI -- Ownership/Investment -- Market Expansion Strategies -- Alternative Strategies: Stages of Development Model -- Summary -- Discussion Questions -- Suggested Readings -- Chapter 9 Competitive Analysis and Strategy -- Introduction -- Strategy Defined -- Industry Analysis Forces Influencing Competition -- Five Forces -- Global Competition and National Competitive Advantage. Factor Conditions -- Basic Versus Advanced Factors -- Generalized Versus Specialized Factors -- Demand Conditions -- Related and Supporting Industries -- Firm Strategy, Structure, and Rivalry -- Other Forces Acting on the Diamond -- Other Nonmarket Factors -- Single or Double Diamond? -- Competitive Advantage and Strategic Models -- Generic Strategies for Creating Competitive Advantage -- Broad Market Strategies -- Narrow Target Strategies -- Strategic Positions -- Variety-Based Positioning -- Needs-Based Positioning -- Access-Based Positioning -- Which Position to Take? -- Competitive Innovation and Strategic Intent -- Layers of Advantage -- Changing the Rules -- Collaborating -- Hypercompetition? -- Summary -- Discussion Questions -- Suggested Readings -- Part V: Creating Global Marketing Programs -- Chapter 10 Product Decisions -- Introduction -- Basic Concepts -- Products: Definition and Classification -- Products: Local, National, International, and Global -- Product Positioning -- Attribute or Benefit -- Quality/Price -- Use/User -- High-Tech Positioning -- High-Touch Positioning -- Product Saturation Levels in Global Markets -- Product Design Considerations -- Preferences -- Cost -- Laws and Regulations -- Compatibility -- Attitudes Toward Country of Origin -- Global Product Positioning: Strategic Alternatives -- Strategy 1: Product/Communication Extension (Dual Extension) -- Strategy 2: Product Extension/Communication Adaptation -- Strategy 3: Product Adaptation/Communication Extension -- Strategy 4: Dual Adaptation -- Strategy 5: Product Invention -- New Products in Global Marketing -- Identifying New-Product Ideas -- New-Product Development Location -- Testing New Products in National Markets -- Summary -- Discussion Questions -- Application Exercises -- Experiential Exercises -- Suggested Readings -- Chapter 11 Pricing Decisions. Introduction. |
| Record Nr. | UNINA-9910151656703321 |
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Keegan Warren J.
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| Boston : , : Pearson, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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