Global marketing / / Warren J. Keegan, Mark Green

• Autore: Keegan Warren J.
• Pubblicazione: Boston : , : Pearson, , 2016
• Edizione: Ninth edition, Global edition.
• Descrizione fisica: 1 online resource (624 pages) : color illustrations, photographs
• Disciplina: 658.848
• Soggetto topico: Export marketing; International trade
• Persona (resp. second.): GreenMark C.
• Note generali: Includes indexes.
• 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.
• Sommario/riassunto: For courses in global marketing. Familiarizes Students with Global Marketing and the Global Business Environment Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors' goal has been to write a book that's authoritative in content yet relaxed and assured in style and tone. Students have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Personalize Learning with MyMarketingLab MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. MyMarketingLab not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. &nbsp.
• Titolo autorizzato: Global marketing
• ISBN: 1-292-15077-7
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910154948903321
• Lo trovi qui: Univ. Federico II
• Serie: Always learning.