Global Marketing, Student Value Edition Plus MyMarketingLab with Pearson EText -- Access Card Package

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. Readers have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing 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. KEY TOPICS: Introduction to Global Marketing; The Global Economic Environment; The Global Trade Environment; Social and Cultural Environments; The Political, Legal, and Regulatory Environments; Global Information Systems and Market Research: Segmentation, Targeting, and Positioning; Importing, Exporting, and Sourcing; Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances; Brand and Product Decisions in Global Marketing; Pricing Decisions; Global Marketing Channels and Physical Distribution; Global Marketing Communications Decisions I: Advertising and Public Relations; Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication; Global Marketing and the Digital Revolution; Strategic Elements of Competitive Advantage; Leadership, Organization, and Corporate Social Responsibility MARKET: For anyone entering the global job market, especially hires of import/export departments. Cover......Page 1 Title Page......Page 6 Copyright Page......Page 7 Brief Contents......Page 8 Contents......Page 11 Preface......Page 19 Acknowledgments......Page 23 Chapter 1 Introduction to Global Marketing......Page 25 1-1 Introduction and Overview......Page 26 1-2 Principles of Marketing: A Review......Page 28 Competitive Advantage, Globalization, and Global Industries......Page 29 1-3 Global Marketing: What It Is and What It Isn’t......Page 33 Ethnocentric Orientation......Page 41 Polycentric Orientation......Page 42 Geocentric Orientation......Page 43 Converging Market Needs and Wants and the Information Revolution......Page 46 Quality......Page 47 World Economic Trends......Page 48 Experience Transfers......Page 49 Global Strategy......Page 50 Opposition to Globalization......Page 51 Outline of This Book......Page 52 Chapter 2 The Global Economic Environment......Page 63 2-1 The World Economy—Overview of Major Changes......Page 65 2-2 Economic Systems......Page 66 Market Capitalism......Page 67 Centrally Planned Capitalism and Market Socialism......Page 68 Low-Income Countries......Page 72 Lower-Middle-Income Countries......Page 73 Upper-Middle-Income Countries......Page 76 Marketing Opportunities in LDCs and Developing Countries......Page 78 High-Income Countries......Page 80 Marketing Implications of the Stages of Development......Page 82 2-4 Balance Of Payments......Page 83 2-5 Trade In Merchandise And Services......Page 85 Overview of International Finance......Page 86 Economic Exposure......Page 88 Managing Exchange Rate Exposure......Page 89 Chapter 3 The Global Trade Environment......Page 95 3-1 The World Trade Organization and Gatt......Page 96 3-2 Preferential Trade Agreements......Page 97 Economic Union......Page 98 3-3 North America......Page 100 Central American Integration System......Page 103 Common Market of the South (Mercosur)......Page 105 Caribbean Community and Common Market (CARICOM)......Page 109 3-5 Asia-Pacific: The Association of Southeast Asian Nations (ASEAN)......Page 110 Marketing Issues in the Asia-Pacific Region......Page 112 The European Union (EU)......Page 114 Marketing Issues in the EU......Page 115 3-7 The Middle East......Page 117 Cooperation Council for the Arab States of the Gulf......Page 118 3-8 Africa......Page 119 Southern African Development Community (SADC)......Page 120 Marketing Issues in Africa......Page 122 Chapter 4 Social and Cultural Environments......Page 129 4-1 Society, Culture, and Global Consumer Culture......Page 130 Attitudes, Beliefs, and Values......Page 131 Religion......Page 132 Aesthetics......Page 133 Dietary Preferences......Page 134 Language and Communication......Page 137 Marketing’s Impact on Culture......Page 140 4-2 High- and Low-Context Cultures......Page 141 4-3 Hofstede’s Cultural Typology......Page 142 4-4 The Self-Reference Criterion and Perception......Page 145 4-5 Diffusion Theory......Page 147 Characteristics of Innovations......Page 148 Adopter Categories......Page 149 4-6 Marketing Implications of Social and Cultural Environments......Page 150 Chapter 5 The Political, Legal, and Regulatory Environments......Page 159 5-1 The Political Environment......Page 160 Nation-States and Sovereignty......Page 161 Political Risk......Page 162 Taxes......Page 164 Seizure of Assets......Page 166 5-2 International Law......Page 167 Common Law versus Civil Law......Page 168 5-3 Sidestepping Legal Problems: Important Business Issues......Page 169 Intellectual Property: Patents, Trademarks, and Copyrights......Page 170 Antitrust......Page 175 Licensing and Trade Secrets......Page 180 Bribery and Corruption: Legal and Ethical Issues......Page 181 5-4 Conflict Resolution, Dispute Settlement, and Litigation......Page 183 Alternatives to Litigation for Dispute Settlement......Page 184 5-5 The Regulatory Environment......Page 185 Regional Economic Organizations: The EU Example......Page 186 Chapter 6 Global Information Systems and Market Research......Page 197 6-1 Information Technology, Management Information Systems, and Big Data for Global Marketing......Page 198 6-2 Sources of Market Information......Page 204 6-3 Formal Market Research......Page 205 Step 1: Information Requirement......Page 206 Step 2: Problem Definition......Page 207 Step 4: Examine Data Availability......Page 208 Step 5: Assess Value of Research......Page 209 Issues in Data Collection......Page 210 Research Methodologies......Page 212 Scale Development......Page 216 Step 7: Data Analysis......Page 217 Comparative Analysis and Market Estimation by Analogy......Page 222 6-4 Headquarters’ Control of Market Research......Page 223 6-5 The Marketing Information System as a Strategic Asset......Page 224 Chapter 7 Segmentation, Targeting, and Positioning......Page 231 7-1 Global Market Segmentation......Page 232 Demographic Segmentation......Page 234 Segmenting Global Markets by Income and Population......Page 235 Age Segmentation......Page 239 Gender Segmentation......Page 240 Psychographic Segmentation......Page 241 Benefit Segmentation......Page 244 Ethnic Segmentation......Page 245 7-2 Assessing Market Potential and Choosing Target Markets or Segments......Page 246 Current Segment Size and Growth Potential......Page 247 Potential Competition......Page 248 Feasibility and Compatibility......Page 249 A Framework for Selecting Target Markets......Page 250 7-3 Product-Market Decisions......Page 253 7-4 Targeting And Target Market Strategy Options......Page 254 Differentiated Global Marketing......Page 255 Attribute or Benefit......Page 256 Competition......Page 257 Global, Foreign, and Local Consumer Culture Positioning......Page 258 Chapter 8 Importing, Exporting, and Sourcing......Page 267 8-1 Export Selling and Export Marketing: A Comparison......Page 269 8-2 Organizational Export Activities......Page 270 8-3 National Policies Governing Exports and Imports......Page 271 Government Programs That Support Exports......Page 272 Governmental Actions to Discourage Imports and Block Market Access......Page 273 8-4 Tariff Systems......Page 278 Other Duties and Import Charges......Page 280 8-5 Key Export Participants......Page 281 8-6 Organizing For Exporting in The Manufacturer’s Country......Page 282 8-8 Trade Financing and Methods of Payment......Page 283 Documentary Collections (Sight or Time Drafts)......Page 284 Additional Export and Import Issues......Page 286 8-9 Sourcing......Page 287 Factor Costs and Conditions......Page 288 Country Infrastructure......Page 290 Foreign Exchange Rates......Page 291 Chapter 9 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances......Page 297 9-1 Licensing......Page 299 Special Licensing Arrangements......Page 301 9-2 Investment......Page 302 Joint Ventures......Page 304 Investment via Equity Stake or Full Ownership......Page 305 The Nature of Global Strategic Partnerships......Page 310 Success Factors......Page 313 CFM International, GE, and Snecma: A Success Story......Page 314 Boeing and Japan: A Controversy......Page 315 Cooperative Strategies in Japan: Keiretsu......Page 316 How Keiretsu Affect American Business: Two Examples......Page 319 9-6 Twenty-First-Century Cooperative Strategies......Page 320 9-7 Market Expansion Strategies......Page 321 Chapter 10 Brand and Product Decisions in Global Marketing......Page 327 10-1 Basic Product Concepts......Page 328 Packaging......Page 329 Labeling......Page 330 Aesthetics......Page 331 10-2 Basic Branding Concepts......Page 332 International Products and Brands......Page 333 Global Products and Brands......Page 334 Global Brand Development......Page 337 10-3 A Needs-Based Approach to Product Planning......Page 340 10-4 “Country of Origin” as Brand Element......Page 343 10-5 Extend, Adapt, Create: Strategic Alternatives in Global Marketing......Page 345 Strategy 1: Product-Communication Extension (Dual Extension)......Page 347 Strategy 2: Product Extension–Communication Adaptation......Page 349 Strategy 3: Product Adaptation–Communication Extension......Page 350 Strategy 5: Innovation......Page 351 How to Choose a Strategy......Page 352 Identifying New-Product Ideas......Page 353 The International New-Product Department......Page 355 Testing New Products......Page 356 Chapter 11 Pricing Decisions......Page 361 11-2 Global Pricing Objectives and Strategies......Page 363 Market Skimming and Financial Objectives......Page 364 Companion Products: Captive Pricing, a/k/a “Razors and Blades” Pricing......Page 365 Target Costing......Page 366 Calculating Prices: Cost-Plus Pricing and Export Price Escalation......Page 368 11-3 Incoterms......Page 370 Currency Fluctuations......Page 373 Inflationary Environment......Page 375 Government Controls, Subsidies, and Regulations......Page 376 Competitive Behavior......Page 377 Extension or Ethnocentric Pricing......Page 378 Adaptation or Polycentric Pricing......Page 379 11-6 Gray Market Goods......Page 380 11-7 Dumping......Page 382 11-9 Transfer Pricing......Page 383 Tax Regulations and Transfer Prices......Page 384 11-10 Countertrade......Page 385 Offset......Page 386 Switch Trading......Page 387 Chapter 12 Global Marketing Channels and Physical Distribution......Page 395 12-1 Distribution Channels: Objectives, Terminology, and Structure......Page 396 Consumer Products and Services......Page 397 Industrial Products......Page 401 12-2 Establishing Channels and Working With Channel Intermediaries......Page 402 12-3 Global Retailing......Page 404 Types of Retail Operations......Page 405 Trends in Global Retailing......Page 410 Global Retailing Market Expansion Strategies......Page 413 12-4 Physical Distribution, Supply Chains, and Logistics Management......Page 416 Order Processing......Page 418 Transportation......Page 419 Logistics Management: A Brief Case Study......Page 423 Chapter 13 Global Marketing Communications Decisions I......Page 429 13-1 Global Advertising......Page 431 Global Advertising Content: Standardization versus Adaptation......Page 433 13-2 Advertising Agencies: Organizations and Brands......Page 437 Selecting an Advertising Agency......Page 439 13-3 Creating Global Advertising......Page 441 Copy and Copywriters......Page 442 Cultural Considerations......Page 444 Global Advertising Expenditures and Media Vehicles......Page 446 Media Decisions......Page 447 13-5 Public Relations and Publicity......Page 448 How PR Practices Differ Around the World......Page 451 Chapter 14 Global Marketing Communications Decisions II......Page 459 14-1 Sales Promotion......Page 460 Sampling......Page 463 Sales Promotion: Issues and Problems......Page 465 14-2 Personal Selling......Page 466 The Strategic/Consultative Selling Model......Page 468 Sales Force Nationality......Page 473 14-3 Special Forms of Marketing Communications: Direct Marketing, Support Media, Event Sponsorship, and Product Placement......Page 475 Direct Mail......Page 476 Catalogs......Page 477 Infomercials, Teleshopping, and Interactive Television......Page 478 Support Media......Page 481 Sponsorship......Page 482 Product Placement: Motion Pictures, Television Shows, and Public Figures......Page 483 Chapter 15 Global Marketing and the Digital Revolution......Page 491 15-1 The Digital Revolution: A Brief History......Page 492 15-2 Convergence......Page 496 15-3 Value Networks and Disruptive Technologies......Page 498 15-4 Global E-Commerce......Page 500 15-5 Web Site Design and Implementation......Page 503 Broadband......Page 506 Cloud Computing......Page 507 Mobile Advertising and Mobile Commerce......Page 509 Mobile Music......Page 511 Mobile Payments......Page 512 Digital Books and Electronic Reading Devices......Page 513 Wearables......Page 514 Chapter 16 Strategic Elements of Competitive Advantage......Page 517 16-1 Industry Analysis: Forces Influencing Competition......Page 518 Threat of New Entrants......Page 519 Bargaining Power of Buyers......Page 520 Bargaining Power of Suppliers......Page 521 Rivalry Among Competitors......Page 522 Broad Market Strategies: Cost Leadership and Differentiation......Page 523 Narrow Target Strategies: Cost Focus and Focused Differentiation......Page 525 Creating Competitive Advantage via Strategic Intent......Page 527 Changing the Rules......Page 528 16-3 Global Competition and National Competitive Advantage......Page 529 Factor Conditions......Page 530 Infrastructure Resources......Page 531 Rapid Home-Market Growth......Page 533 Firm Strategy, Structure, and Rivalry......Page 534 Chance......Page 535 Hypercompetitive Industries......Page 536 Timing and Know-How......Page 538 Entry Barriers......Page 539 The Flagship Firm: The Business Network with Five Partners......Page 541 Additional Research on Competitive Advantage......Page 542 Chapter 17 Leadership, Organization, and Corporate Social Responsibility......Page 551 17-1 Leadership......Page 552 Top Management Nationality......Page 554 Leadership and Core Competence......Page 555 17-2 Organizing for Global Marketing......Page 556 Patterns of International Organizational Development......Page 558 International Division Structure......Page 561 Regional Management Centers......Page 562 Geographical and Product Division Structures......Page 563 The Matrix Design......Page 564 17-3 Lean Production: Organizing the Japanese Way......Page 567 Assembler Value Chains......Page 568 Downstream Value Chains......Page 569 17-4 Ethics, Corporate Social Responsibility, and Social Responsiveness in the Globalization Era......Page 571 Glossary......Page 583 Author/Name Index......Page 596 Subject/Organization Index......Page 606 For courses in global marketing. Familiarizes Students with Global Marketing and the Global Business EnvironmentMarking 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 MyMarketingLabMyMarketingLab 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. "Familiarizes readers 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. Readers have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing 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."--Amazon.com viewed August 27, 2020 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, 2019; goal has been to write a book that's authoritative in content yet relaxed and assured in style and tone