Global Marketing Management

Second Edition

Kiefer Lee Principal Lecturer in Marketing, Sheffield Hallam University

Dr Steve Carter Professor of Marketing, Leeds Metropolitan University

OXPORD UNIVERSITY PRESS

DETAILED CONTENTS

List of Vignettes

xviii

List of Figures

xxii

List of Tables

xxiv

A Guided Tour of the Book

xxv

Online Resource Centre

xxviii

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

30

,

Chapter 2: The Global Marketing Environment

36

The Global Marketing Environment: A Definition

37

Factors within the Global Environment

39

The Political Environment

42

The Legal Environment

45

The Economic Environment

46

The Socio-cultural Environment

56

The Technological Environment

57

The Competitive Environment

62

The Currency Environment

63

Pressure Groups

64

Chapter 3: Understanding Globalization

70

What is Globalization?

72

Opportunity or Threat?

79

Global Migration

89

Environmental Sustainability

92

xiv

DETAILED CONTENTS

Chapter 4: Understanding Global Cultures and Buyer Behaviour What is Culture?

103

•

105

Understanding Consumer Behaviour

113

Culture and Consumer Behaviour

114

Managing Cultural Differences

118

Conducting Cross-cultural Analysis

120

Commodity Trading

130

Government Buying Behaviour

131

Organizational Buyers or B2B Buyer Behaviour

132

Culture and Ethics

134

Chapter 5: Understanding Global Social and Ethical Issues

141

Global Social and Ethical Issues

142

-

The Corporate Response to Social and Ethical Issues Corporate Social Responsibility and Competitive Advantage

153 -

160

Chapter 6: Opportunity Analysis and Selection of Markets

169

Global Market Selection

170

Marketing Information System

171

International Marketing Research

172

Global Market Segmentation

185

Selecting Markets for Targeting

188

Part One Case Study: Daimler AG (Mercedes-Benz)—The Place of an Icon in Global Marketing

202

PART TWO

The Development of Global Marketing Strategies

Chapter 7: Market Entry Strategies

209

The International Marketing Environment and its Effect on Market Entry Strategies

211

The Process of Internationalization

213

Other Theories of Internationalization

224

International Business Models

226

Market Entry Modes

230

The Electronic Marketplace

'

Marketing Strategy and Mode of Entry

235 235

DETAILED CONTENTS

Chapter 8: Creating, Developing, and Maintaining Competitive Advantage

245

National Competitiveness and Global Competition

246

Factors Affecting the Growth of Global Competition

248

Strategy and Competitive Advantage

254

The Anatomy of Competitive Advantage

255

Creating Competitive Advantage through Generic Strategies

260

The Resource-based Theory of Competitive Advantage

263

New Sources of Competitive Advantage

266

Chapter 9: Product and Brand Management

279

The Components of the International Product

280

International Product Management

282

Product Strategy

288

Strategic International Branding

293

New Product Development

302

Chapter 10: Global Services Marketing

,

311

The Significance of Services in the Global Economy

312

The Drivers for Growth in Cross-border Services

314

Defining Cross-border Services

319

The Challenges of Marketing Services Internationally

324

International Retail Franchising

328

The Strategic Considerations for Marketing Services Globally

330

Chapter 11: Management of Global Communications

343

Changes and Issues in Marketing Communications

344

Moving beyond the 'Standardize or Localize' Debate

344

The Drive towards Integration

347

Advertising

350

Public Relations

359

Direct-response Marketing

362

Sponsorship

366

Exhibitions and Trade Fairs

368

Planning for Online Communications

371

xv

xvi

DETAILED CONTENTS

Chapter 12: Managing Supply Chain and Distribution

381

A New Approach to Managing Supply Chains and Distribution

383

Factors Affecting Global Supply Chain Decisions

386

Collaboration in the Supply Chain

391

Developing Market-responsive Supply Chain Strategies

397

Chapter 13: Managing Global Marketing Relationships

412

What is a Marketing Relationship?

413

Managing Marketing Relationships Relationships and Networks

419 .

424

Customer (Vertical Downstream) Relationships

425

Supplier (Vertical Upstream) Relationships

428

Lateral (Horizontal) Partnerships

430

Internal'Partnerships

434

Strategic Challenges in Managing Relationships

,

Chapter 14: Global Pricing and Terms of Access

436

447

Factors Affecting Global Pricing Decisions

449

Pricing Strategy

452

Specific Price Approaches

455

Price Adaptation

/

458

Price Changes

464

Special Issues in Global Price Setting

465

The Export Order Process

475

Terms of Access

475

Special Trade Terms in Exporting

477

Export Documentation

478

Part Two Case Study: IKEA—A Long March to the Far East

485

PART T H R E E

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

491

The Changing Nature of Sales Management

493

International Sales Management Decisions

495

Cultural Impact on International Sales Force Management

498

Developing Customer-oriented Personal Selling

'

502

DETAILED CONTENTS

Sales Negotiations and the Effect of Culture

503

Preparing for Selling and Negotiating

504

Preparation for Sales Negotiations

505

TheTransactional Sales Negotiation Process

507

The Relationship Approach to Sales Negotiation

507

Ethical Considerations in Global Negotiations

510

The Role of Training

512

Chapter 16: Organizing and Controlling Global Marketing Operations

519

Philosophy of Management

521

Planning for Global Marketing

521

Global Control Mechanisms

525

Organizing for Global Marketing

535

Issues in Global Organizational Structures

540

Part Three Case Study: Oxfam International—Famine Relief or Pressure Group?

548

Glossary of Marketing Terms

551

Index

555

xvii