Global marketing / by Kate Gillespie and David Hennessey.

Special Sri Lankan Edition

Machine generated contents note: 1. Introduction to Global Marketing --
The Importance of Global Markets --
Why Companies Seek Global Markets --
The Development of Global Marketing --
Domestic Marketing --
Export Marketing --
International Marketing --
Pan-Regional Marketing --
Global Marketing --
Why Study Global Marketing) --
A Need for Global Mindsets --
Organization of This Book --
2. The Global Economy --
International Trade: An Overview --
International Dependence of Nations --
The Growth in World Trade --
The Basic Theories of World Trade: Absolute, Comparative and Competitive Advantage --
Absolute Advantage --
Comparative Advantage --
Competitive Advantage --
Global Outsourcing --
Balance of Payments --
Exchange Rates --
The Foreign Exchange Market --
Causes of Exchange Rate Movements --
Managed Currencies --
Implications for Global Marketers --
International Agencies for Promoting Economic and Monetary Stability --
International Monetary Fund (IMF) --
World Bank Note continued: Group of Seven --
Protectionism and Trade Restrictions --
Tariffs --
Quotas --
Orderly Marketing Arrangements and Voluntary Export Restrictions --
Nontariff Trade Barriers --
Restrictions on Foreign Exchange --
General Agreement on Tariffs and Trade (GATT) --
World Trade Organization (WTO) --
Economic Integration as a Means of Promoting Trade --
Free-Trade Areas --
Customs Unions --
Common Markets --
Monetary Unions --
The Globalization Controversy --
3. Cultural and Social Forces --
A Definition of Culture --
Cultural Influences on Marketing --
Isolating Cultural Influences --
Religion --
Marketing and Western Religions --
Marketing and Islam --
Marketing and Eastern Religions --
The Family --
Extended Families --
Beyond the Family --
Education --
Attitudes Toward Time --
Monochronic versus Polychronic Cultures and Temporal Orientation --
Work and Leisure Time --
Material Culture and Aesthetics --
The Hofstede Measures of Culture --
Power Distance Note continued: Individualism-Collectivism --
Masculinity-Femininity --
Uncertainty Avoidance --
Uses and Limitations of the Hofstede Measures --
Cultural Change --
Language and Communication --
Forms of Address --
The Context of Language --
Body Language --
Showing Emotion --
Overcoming the Language Barrier --
Translating and Translators --
Translation Problems --
Which Language to Learn? --
Adapting to Cultural Differences --
4. Political and Regulatory Climate --
Host Country Political Climate --
Political Motivations --
National Sovereignty and the Goal of Self-Preservation --
The Need for National Security --
Fostering National Prosperity --
Enhancing Prestige --
Promoting Ideology --
Protecting Cultural Identity --
Host Country Pressure Groups --
Host Government Actions --
Government Subsidies --
Ownership Restrictions --
Operating Conditions --
Boycotts of Firms --
Takeovers --
Home Country Political Forces --
Home Country Actions --
Home Country Pressure Groups Note continued: Legal Environments --
Common Law --
Civil Law --
Islamic Law --
Socialist Law --
National Regulatory Environments --
Legal Evolution --
Attitudes Toward Rules --
Regulatory Change --
Predicting Regulatory Change --
Managing Regulatory Change --
Political Risk --
Political Risk Assessment --
Risk Reduction Strategies --
Global Marketing and Terrorism --
5. Global Markets --
Understanding Markets and Buyers --
The Consumer Market --
Ability to Buy --
Consumer Needs --
Consumer Behavior --
Segmenting Markets --
Business Markets --
The Business Buyer's Needs --
Developing Business Relationships --
Marketing to Global Buyers --
Government Markets --
The Buying Process --
Government Contracts in Developing Countries --
Bribery and Government Markets --
6. Global Competitors --
The Globalization of Competition --
Global Firm versus Global Firm --
Global Firm versus Local Firm --
Strategies for Local Firms --
Cultural Attitudes Toward Competition Note continued: Competition in Europe --
Competition in Japan --
Competition in Emerging Markets --
Competitors from Emerging Markets --
State-Owned Enterprises --
Business Groups --
New Global Players --
Home Country Actions and Global Competitiveness --
The Country-of-Origin Advantage --
Managing Country-of-Origin Perceptions --
Beyond Quality --
7. Global Marketing Research --
The Scope of Global Marketing Research --
Challenges in Planning International Research --
The Research Process --
Problem Definition and Development of Research Objectives --
Data Collection --
Utilizing Secondary Data --
Sources of Secondary Data --
Problems with Secondary Data --
Analysis by Inference --
Related Products --
Relative Market Size --
Analysis of Demand Patterns --
Collecting Primary Data --
Observation --
Focus Groups --
Surveys --
Social Media and Big Data --
Government Regulation of Data Collection --
Comparing Studies Across Cultures --
Studying the Competition Note continued: Outsourcing Research --
Developing a Global Information System --
8. Global Market Participation --
Internationalizing Marketing Operations --
Opportunistic Expansion --
Pursuing Potential Abroad and Diversifying Risk --
Exploiting Different Market Growth Rates --
Following Customers Abroad --
Globalizing for Defensive Reasons --
Born Globals --
Is There a First-Mover Advantage? --
Evaluating National Markets --
Standalone Attractive Markets --
Globally Strategic Markets --
Geographic Market Choices --
Targeting Developed Economies --
Targeting Developing Countries and Emerging Markets --
Targeting BRIC and Beyond --
Country Selection --
The Screening Process --
Criteria for Selecting Target Countries --
Listing Selection Criteria --
Psychic Distance --
Grouping International Markets --
In-Country Expansion --
Limits to Expansion --
Exit Strategies --
Tough Competition --
Financial Difficulties --
Refocus on the Home Market --
Political Considerations Note continued: Re-entry --
9. Global Market Entry Strategies --
Exporting as an Entry Strategy --
Indirect Exporting --
Direct Exporting --
Foreign Production as an Entry Strategy --
Licensing --
Franchising --
Local Manufacturing --
Ownership Strategies --
Wholly Owned Subsidiaries --
Joint Ventures --
Strategic Alliances --
Entering Markets through Mergers and Acquisitions --
10. Global Product Strategies --
Product Design in a Global Environment --
Benefits of Product Standardization --
Benefits of Product Adaptation --
Climatic, Infrastructure and Use Conditions --
Adapting Products to Cultural Preferences --
Product Size and Dimensions --
Cost and Price Considerations --
Adapting to Performance and Quality Expectations --
Global Standards --
Packaging and Labeling for Global Markets --
Packaging --
Labeling --
Global Warranty and Service Policies --
Product Warranties --
Global After-Sales Service --
Managing a Global Product Line --
Product-Line Deletions Note continued: Product-Line Additions --
Exploiting Product Life Cycles --
Global Products --
Modularity --
Global-Product Development --
Managing Global Research and Development --
Centralized Research and Development --
The Role of Foreign Subsidiaries in Research and Development --
Outsourcing Options for New Products --
Acquisitions as a Route to New Products --
Alliances for New Product Development --
Introducing New Products to Global Markets --
Concept Tests --
Test Marketing --
Timing of New Product Introductions --
11. Global Strategies for Services, Brands and Social Marketing --
Marketing Services Globally --
Business Services --
Consumer Services --
Back-Stage versus Front-Stage Standardization --
Culture and the Service Experience --
Branding Decisions --
Selecting Brand Names --
Selecting a Global Name --
Changing Brand Names --
Global Brand Strategies --
Pan-Regional Branding --
Global Brands versus Local Brands --
Private Branding Note continued: Trademarks and Brand Protection --
Trademark Preemption --
Counterfeits and Piracy --
Fighting Counterfeits --
Social Marketing in the Global Context --
12. Pricing for International and Global Markets --
Profit and Cost Factors That Affect Pricing --
Fixed and Variable Costs --
Transportation Costs --
Tariffs --
Taxes --
Local Production Costs --
Channel Costs --
Market Factors That Affect Pricing --
Income Level --
Culture and Consumer Behavior --
Buyer Power --
Competition --
Environmental Factors That Affect Pricing --
Exchange Rate Fluctuations --
Inflation Rates --
Price Controls --
Dumping Regulations --
Credit and Collection Infrastructure --
Managerial Issues in Global Pricing --
Managing Export Price Escalation --
Determining Transfer Prices --
Quoting Prices in a Foreign Currency --
Dealing with Parallel Imports or Gray Markets --
Setting Global Prices --
Noncash Pricing: Countertrade --
13. Managing Global Distribution Channels Note continued: The Structure of the Global Distribution System --
Foreign-Market Channel Members --
Import Intermediaries --
Local Wholesalers or Agents --
Retailers --
Business-to-Business Channels --
Analyzing National Channels --
Distribution Density --
Channel Length --
Channel Alignment --
Distribution Logistics --
Factors Influencing the Selection of Channel Members --
Costs --
Product and Product Line --
Control and Coverage --
Locating and Selecting Channel Partners --
Managing Global Distribution --
Motivating Channel Participants --
Controlling Channel Participants --
Gaining Access to Distribution Channels --
The "Locked-Up" Channel --
Alternative Entry Approaches --
Global Logistics --
Logistics Decision Areas --
Global Supply Chain Management --
Global Trends in Retailing --
Larger-Scale Retailers --
Renewed Interest in Smaller-Scale Retailers --
International Retailers --
Direct Marketing --
Online Retailing --
Smuggling Note continued: 14. Global Promotion Strategies --
Global Promotion Strategies --
Pull Strategies --
Push Strategies --
Personal Selling --
International versus Local Selling --
International Sales Negotiations --
Local Selling (Single-Country Sales Force) --
Global Account Management --
Identifying Worthwhile Global Accounts --
Implementing Successful Global Account Programs --
Selling to Businesses and Governments --
International Trade Fairs --
Selling Through a Bidding Process --
Consortium Selling --
Other Forms of Promotion --
Sales Promotion --
Sports Promotions and Sponsorships --
Telemarketing, Direct Mail and Spam --
Product Placement --
Buzz Marketing: Managing Word of Mouth --
Public Relations --
Corporate Social Responsibility --
15. Managing Global Advertising --
Global versus Local Advertising --
Developing Global Campaigns --
Global Theme Approach --
The Global[--]Local Decision --
Cost Savings --
Branding --
Target Market --
Market Conditions Note continued: Regulatory Environment --
Cultural Differences --
Overcoming Language Barriers --
Global Media Strategy --
Global Media --
Local Media Availability --
Media Habits --
Scheduling International Advertising --
Organizing the Global Advertising Effort --
Selection of an Advertising Agency --
Coordinating Global Advertising --
16.Organizing for Global Marketing --
Elements That Affect a Global Marketing Organization --
Corporate Goals --
Corporate Worldview --
Other Internal Forces --
External Forces --
Types of Organizational Structures --
Companies Without International Specialists --
International Specialists and Export Departments --
International Divisions --
Worldwide or Global Organizations --
Global Mandates --
Organization of the Born-Global Firm --
Controlling the Global Organization --
Elements of a Control Strategy --
Communication Systems --
Corporate Culture as Control --
Conflict Between Headquarters and Subsidiaries

This textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, the book focuses on getting to the point faster. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. The book takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization