Global Marketing Management

Global Marketing Management Changes, New Challenges, and Strategies Third Edition

Kiefer Lee Principal Lecturer in Marketing, Sheffield Hallam University

Steve Carter Professor of Marketing, Edinburgh Business School

OXFORD UNIVERSITY PRESS

DETAILED CONTENTS

List of Vignettes

xvi

List of Figures

xix

List of Tables

xxi

Guide to the Book

xxii

Guide to the Online Resource Centre

xxiv

PART ONE Understanding the Global Marketing Environment

Chapter 1: Changes and New Challenges What is Global Marketing?

6

Changes in the Global Market Environment

8

The Need for a New Approach to Global Marketing

20

Organizing for Global Marketing

31

Chapter 2: The Global Marketing Environment

38

The Global Marketing Environment: A Definition

40

Factors within the Global Environment

42

The Political Environment

44

The Legal Environment

48

The Economic Environment

49

The Socio-cultural Environment

61

The Technological Environment

62

The Competitive Environment

67

The Currency Environment

72

Pressure Groups

73

Chapter 3: Understanding Globalization

79

What is Globalization?

81

Opportunity or Threat?

88

Global Migration

97

Environmental Sustainability

100

xii

DETAILED CONTENTS

Chapter 4: Understanding Global Cultures and Buyer Behaviour

110

What is Culture?

112

Understanding Consumer Behaviour

121

Culture and Consumer Behaviour

123

Managing Cultural Differences

126

Conducting Cross-cultural Analysis

128

Commodity Trading

138

Government Buying Behaviour

139

Organizational Buyers or B2B Buyer Behaviour

140

Culture and Ethics

142

Chapter 5: Understanding Social, Ethical, and Ecological Aspects of Market Planning

148

History and Scope of CSR, CSP, and Sustainability

151

The Advantages and Dangers of'doing the right thing'

' 153

Sustainability and Marketing

158

Ethical responsibility

161

Corruption in Global Markets

170

Chapter 6: Opportunity Analysis and Selection of Markets

179

Global Market Selection

180

Marketing Information System

181

International Marketing Research

182

Global Market Segmentation

195

Selecting Markets for Targeting

199

Part One Case Study: Charting New Frontiers in Digital Music

214

PART TWO The Development of Global Marketing Strategies

Chapter 7: Market Entry Strategies

219

The International Marketing Environment and its Effect on Market Entry Strategies

220

The Process of Internationalization

223

Other Theories of Internationalization

234

International Business Models

235

Market Entry Modes

239

DETAILED CONTENTS

The Electronic Marketplace Marketing Strategy and Mode of Entry

245 246

Chapter 8: Creating, Developing, and Maintaining Competitive Advantage

255

National Competitiveness and Global Competition Factors Affecting the Growth of Global Competition

256 258

Strategy and Competitive Advantage The Anatomy of Competitive Advantage

264 265

Creating Competitive Advantage through Generic Strategies

269

The Resource-based Theory of Competitive Advantage New Sources of Competitive Advantage

273 275

Chapter 9: Product and Brand Management

287

The Components of the International Product

288

International Product Management Product Strategy Strategic International Branding New Product Development

291 296 302 312

Chapter 10: Global Services Marketing

321

The Significance of Services in the Global Economy

322

The Drivers for Growth in Cross-border Services Defining Cross-border Services

323 328

The Challenges of Marketing Services Internationally International Retail Franchising The Strategic Considerations for Marketing Services Globally

333 337 338

Chapter 11: Management of Global Communications

351

Changes and Issues in Marketing Communications Moving beyond the 'Standardize or Localize' Debate

352 352

The Drive towards Integration Advertising Public Relations

356 359 367

Direct-response Marketing Sponsorship

370 374

Exhibitions and Trade Fairs

376

Planning for Online Communications

378

xiii

xiv

DETAILED CONTENTS

Chapter 12: Managing Supply Chain and Distribution

389

A New Approach to Managing Supply Chains and Distribution

391

Factors Affecting Global Supply Chain Decisions Collaboration in the Supply Chain Developing Market-responsive Supply Chain Strategies

394 399 405

Chapter 13: Managing Global Marketing Relationships

420

What is a Marketing Relationship? , Managing Marketing Relationships

421 427

Relationships and Networks Customer (Vertical Downstream) Relationships Supplier (Vertical Upstream) Relationships Lateral (Horizontal) Partnerships Internal Partnerships

432 433 436 438 442

Strategic Challenges in Managing Relationships

444

Chapter 14: Global Pricing and Terms of Access

454

Factors Affecting Global Pricing Decisions Pricing Strategy Specific Price Approaches ,

456 459 462

Price Adaptation

465

Price Changes Special Issues in Global Price Setting

471 472

The Export Order Process Terms of Access Special Trade Terms in Exporting (Incoterms) Export Documentation

482 484 485 485

Part Two Case Study: The Global Thirst for Bottled Soft Drinks

493

PART THREE Implementing and Coordinating Global Marketing Operations Chapter 15: Sales Force Management and Negotiation

499

The Changing Nature of Sales Management International Sales Management Decisions

501 503

Cultural Impact on International Sales Force Management Developing Customer-oriented Personal Selling

506 510

DETAILED CONTENTS

Sales Negotiations and the Effect of Culture

511

Preparing for Selling and Negotiating Preparation for Sales Negotiations The Transactional Sales Negotiation Process The Relationship Approach to Sales Negotiation

512 513 515 515

Ethical Considerations in Global Negotiations The Role of Training

518 520

Chapter 16: Organizing and Controlling Global Marketing Operations

527

Philosophy of Management Planning for Global Marketing Global Control Mechanisms Organizing for Global Marketing Issues in Global Organizational Structures Part Three Case Study: Expanding Higher Education in Southern Africa

529 529 533 543 549 556

Glossary of Marketing Terms

559

Index

563

xv