Global Marketing Management ^{2nd Ed.}

The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (inter-national) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation.

• Part One: Globalization
1. Globalization Imperative
• Why Global Marketing is Imperative
• Globalization of Markets and Competition
• International Trade versus International Business
• Who Manages International Trade?
• Evolution of Global Marketing
• What Is Marketing?
• Domestic Marketing
• Export Marketing
• International Marketing
• Multinational Marketing
• Global Marketing
• The Impact of Economic Geography and Climate on Global Marketing
• The Impact of the Internet on Global Marketing
• Part Two: Global Economic Environment
2. Global Economic Environment
• Intertwined World Economy
• Foreign Direct Investment
• Portfolio Investment
• Country Competitiveness
• Changing Country Competitiveness
• Human Resources and Technology
• Evolution of Cooperative Global Trade Agreements
• General Agreements of Tariffs and Trade
• World Trade Organization
• Financial Services in WTO/GATT
• WTO and E-Commerce
• U.S. Position in Foreign Direct Investment and Trade
• U.S. Direct Investment Overseas
• Foreign Direct Investment in the United States
• Balances of Payments Position
• Information Technology and the Changing Nature of Competition
• Value of Intellectual property in Information Age
• Proliferation of e-commerce and regulations
• Regional Economic Arrangements
• Free Trade Area
• Custom Union
• Common Market
• Monetary Union
• Political Union
• Multinational Corporations
3. Global Financial Environment
• Historical Role of U.S. Dollar
• Development of Today’s International Monetary System
• The Bretton Woods Conference
• The International Monetary Fund
• The International Bank for Reconstruction and Development
• Fixed Versus Floating Exchange Rates
• Currency Blocs
• Foreign Exchange and Foreign Exchange Rates
• Purchasing Power Parity
• Forecasting Exchange Rate Fluctuation
• Coping with Exchange Rate Fluctuations
• Spot versus Forward Foreign Exchange
• Exchange Rate Pass-Through
• Balance of Payments
• The Internal and External Adjustments
• The Asian Financial Crisis
• The Nature of the Asian Financial Crisis
• The Southeast Asian Countries Scenario
• The Japan Scenario
• The Korea Scenario
• The China Scenario
• The Asian Financial Crisis in Perspective
• Responses to the Financial Crisis
• Consumer Response to the Recession
• Corporate Response to the Recession
• Marketing in “Euro-Land”
• What Is the “Euro”?
• Historical Background
• Ramifications of the “Euro” for Marketers
4. Global Cultural Environment
• Defining Culture
• Elements of Culture
• Material Life
• Language
• Social Interaction
• Aesthetics
• Religion
• Education
• Value System
• Cross-Cultural Comparisons
• High- versus Low-Context Cultures
• Polychronic versus Monochronic Cultures
• Cultural Homogeneity
• Hofstede’s Classification Scheme
• Adapting to Foreign Cultures
• Culture and the Marketing Mix
• Product Policy
• Pricing
• Distribution
• Promotion
• Organizational Cultures
• Cross-Cultural Negotiations
• Stages of Negotiation Process
• Cross-Cultural Negotiation Strategies
5. Political and Legal Environment
• Political Environment – Individual Governments
• Home Country versus Host Country
• Structure of Government
• Ideology
• Political Parties
• Government Policies and Regulations
• Incentives and Government Programs
• Government Procurement
• Trade Laws
• Investment Regulations
• Ownership Controls
• Financial Controls
• Macroeconomic Policies
• Political Environment – Social Pressures and Political Risk
• Social Pressures and Special Interests
• Managing the Political Environment
• International Agreements
• G7 (Group of Seven) and G8 (Group of Eight)
• COCOM (The Coordinating Committee for Multilateral Controls)
• International Law and Local Legal Environment
• International Law
• Local Legal Systems and Laws
• Business Practices and the Legal System
• Regulations on E-Commerce
• Types of Legal Systems
• Cultural Values and Legal Systems
• Jurisdiction
• Planning Ahead
• Arbitration and Enforcement
• Issues Transcending National Boundaries
• ISO 9000 and 14000
• Intellectual Property Protection
• Patent
• Copyright
• Trademark
• Trade Secret
• Paris Convention
• Berne Convention
• European Patent Convention
• Antitrust Laws of the United States
• U.S. Foreign Corrupt Practices Act of 1977
• Part Three: Development of Competitive Marketing Strategy
6. Global Marketing Research
• Research Problem Formulation
• Secondary Global Marketing Research
• Secondary Data Sources
• Problems with Secondary Data Research
• Accuracy of Data
• Age of Data
• Reliability over Time
• Comparability of Data
• Lumping of Data
• Primary Global Marketing Research
• Focus Groups
• Survey Methods for Cross-Cultural Marketing Research
• Questionnaire Design
• Sampling
• Contact Method
• Collecting the Information
• Market Size Assessment
• Analogy Method
• Trade Audit
• Chain Ratio Method
• Cross-Sectional Regression Analysis
• New Market Information Technologies
• Point-of-Sale (POS) Store Scanner Data
• Consumer Panel Data
• Single-Source Data
• Managing Global Marketing Research
• Selecting a Research Agency
• Coordination of Multi-Country Research
7. Global Segmentation and Positioning
• Reasons for International Market Segmentation
• Country Screening
• Global Market Research
• Entry Decisions
• Positioning Strategy
• Marketing Mix Strategy
• International Market Segmentation Approaches
• Segmentation Scenarios
• Bases for Country Segmentation
• Demographics
• Socioeconomic Variables
• Monetization of Transactions within a Country
• Gray and Black sectors of the economy
• Income Disparities
• Behavior-Based Segmentation
• Lifestyles
• International Positioning Strategies
• Uniform versus Localized Positioning Strategies
• Universal Positioning Appeals
• Global, Foreign, and Local Consumer Culture Positioning
8. Global Marketing Strategies
• Information Technology and Global Competition
• Electronic Commerce (E-Commerce)
• Real-Time Management
• OnLine Communication
• “Internet” Organization
• Faster Product Diffusion
• Global Citizenship
• Global Strategy
• Global Industry
• Competitive Structure
• Hypercompetition
• Cost and Quality
• Timing and Know-how
• Strongholds
• Financial Resources
• Interdependency
• Global Marketing Strategy
• Benefits of Global Marketing
• Cost Reduction
• Improved Products and Program Effectiveness
• Enhanced Customer Preference
• Increased Competitive Advantage
• Limits to Global Marketing
• Regionalization of Global Marketing Strategy
• Cross-Subsidization of Markets
• Identification of Weak Market Segments
• Use of “Lead Market” Concept
• Marketing Strategies for Emerging Markets
• Competitive Analysis
9. Global Market Entry
• Target Market Selection
• Choosing the Mode of Entry
• Decision Criteria for Mode of Entry
• Market Size and Growth
• Risk
• Government Regulations
• Competitive Environment
• Local Infrastructure
• Company Objectives
• Need for Control
• Internal Resources, Assets and Capabilities
• Mode-of-Entry Choice: A Transaction Cost Explanation
• Exporting
• Indirect Exporting
• Cooperative Exporting
• Direct Exporting
• Licensing
• Benefits
• Caveats
• Franchising
• Benefits
• Caveats
• Contract Manufacturing
• Benefits
• Caveats
• Joint Ventures
• Benefits
• Caveats
• Drivers Behind Successful International Joint Ventures
• Pick the Right Partner
• Establish Clear Objectives from the Beginning
• Bridge Cultural Gaps
• Gain Top Managerial Commitment and Respect
• Use Incremental Approach
• Wholly Owned Subsidiary
• Benefits
• Caveats
• Acquisitions and Mergers
• Greenfield Operations
• Strategic Alliances
• Types of Strategic Alliances
• The Logic behind Strategic Alliances
• Cross-Border Alliances that Succeed
10. Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces
• Extent and Complexity of Global Sourcing Strategy
• Trends in Global Sourcing Strategy
• Trend 1: The Decline of Exchange Rate Determinism of Sourcing
• Trend 2: New Competitive Environment Caused by Excess Worldwide Capacity
• Trend 3: Innovations in and Restructuring of International Trade Infrastructure
• Trend 4: Enhanced Role of Purchasing Managers
• Trend 5: Trend Toward Global Manufacturing
• Value Chain and Functional Interfaces
• R&D/Manufacturing Interface
• Manufacturing/Marketing Interface
• Core Components Standardization
• Product Design Families
• Universal Product with All Features
• Universal Product with Different Positioning
• Marketing/R&D Interface
• Procurement: Types of Sourcing Strategy
• Intra-Firm Sourcing
• Outsourcing
• Costs and Consequences of Global Sourcing
• Need for Coordination
• Functional Mismatch
• Sustainable Core Competence vs. Transitory Core Competence
• Strategic Alliances
• Dependence
• Gradual Loss of Design and Manufacturing Abilities
• Outsourcing of Service Activities
• Part Four: Global Marketing Strategy Development
11. Global Product Policy Decisions I: Developing New Products for Global Markets
• Global Product Strategies
• Strategic Option 1: Product and Communication Extension – Dual Extension
• Strategic Option 2: Product Extension – Communication Adaptation
• Strategic Option 3: Product Adaption – Communication Extension
• Strategic Option 4: Product and Communications Adaptation – Dual Adaptation
• Strategic Option 5: Product Invention
• Standardization Versus Customization
• Common Customer Needs
• Scale Economics
• Time to Market
• Regional Market Agreements
• Modular Approach
• Core-Product (Platform) Approach
• Multinational Diffusion
• Developing New Products for Global Markets
• Identifying New Product ideas
• Screening
• Concept Testing
• To standardize or not to standardize
• Test Marketing
• Timing of Entry: Waterfall versus Sprinkler Strategies
• Global New Product Development and Culture
12. Global Product Policy Decisions II: Marketing Products and Services
• Global Branding Strategies
• Global Brands
• Local Branding
• Global or Local Brands?
• Brand Name Changeover Strategies
• Private Label Branding (“Store Brands”)
• Umbrella (Corporate) Branding
• Protecting Brand Names
• Managing Multinational Product Lines
• Customer Preferences
• Price Spectrum
• Competitive Climate
• Organizational Culture
• History
• Product Piracy
• Strategic Options Against Product Piracy
• Lobbying Activities
• Legal Action
• Customs
• Product Policy Options
• Communication Options
• Country of Origin Stereotypes
• Country-of-Origin (COO) Influences on Consumers
• Strategies to Cope with COO-Stereotypes
• Product Policy
• Pricing
• Distribution
• Communication
• Global Marketing of Services
• Challenges in Marketing Services Internationally
• Protectionism
• Immediate Face-to-Face Contacts with Service Transactions
• Difficulties in Measuring Customer Satisfaction Overseas
• Opportunities in the Global Service Industries
• Deregulation of Service Industries
• Increasing Demand for Premium Services
• Increased Value Consciousness
• Global Service Marketing Strategies
• Capitalize on Cultural Forces in the Host Market
• Standardize and Customize
• Central Role of Information Technologies
• Add Value by Differentiation
• Establish Global Service Networks
13. Global Pricing
• Drivers of Foreign Market Pricing
• Company Goals
• Company Costs
• Customer Demand
• Competition
• Distribution Channels
• Government Policies
• Managing Price Escalation
• Pricing in Inflationary Environments
• Global Pricing and Currency Movements
• Currency Gain/Loss Pass Through
• Currency Quotation
• Transfer Pricing
• Determinants of Transfer Prices
• Setting Transfer Prices
• Minimizing the Risk of Transfer Pricing Tax Audits
• Global Pricing and Anti-Dumping Regulation Price Coordination
• Aligning Pan-Regional Prices
• Implementing Price Coordination
• Pricing Policies and the Euro
• Harmonization of Prices
• Dual Pricing
• Transfer Pricing
• Price Points
• Countertrade
• Forms of Countertrade
• Motives Behind Countertrade
• Shortcomings of Countertrade
14. Communicating with the World Customer
• Global Advertising and Culture
• Language Barriers
• Other Cultural Barriers
• Setting the Global Advertising Budget
• Percentage of Sales
• Competitive Parity
• Objective-and-Task Method
• Resource Allocation
• Creative Strategy
• The “Standardization” versus “Adaptation” Debate
• Merits of Standardization
• Scale Economics
• Consistent Image
• Global Consumer Segments
• Creative Talent
• Cross-Fertilization
• Barriers to Standardization
• Cultural Differences
• Advertising Regulations
• Market Maturity
• “Not-Invented-Here” (NIH) Syndrome
• Approaches to Creating Advertising Copy
• Export Advertising
• Global Prototype Advertising
• Pattern Standardization Advertising
• Global Media Decisions
• Media Infrastructure
• Media Limitations
• Recent Developments in the Global Media Landscape
• Advertising Regulations
• “Vice Products” and Pharmaceuticals
• Comparative Advertising
• Content of Advertising Messages
• Advertising toward Children
• Choosing an Advertising Agency
• Coordinating International Advertising
• Monetary Incentives (Cooperative Advertising)
• Advertising Manuals
• Lead-Country Concept
• Global or Pan-Regional Meetings
• Other Forms of Communications
• Sales Promotions
• Direct Marketing
• Event Sponsorships
• Trade Shows
• Globally Integrated Marketing Communications
15. Sales Management
• Market Entry Options and Sales Force Strategy
• Low-Involvement Options
• Role of Foreign Governments
• Cultural Considerations
• Personal Selling
• Cultural Generalization
• Corporate Culture
• Myers-Briggs Type Indicator
• Impact of Culture on Sales Management and Personal Selling Process
• Sales Force Objectives
• Sales Force Strategy
• Recruiting and Selecting
• Training
• Supervising
• Motivation and Compensation
• Management Style
• Ethical Perceptions
• Evaluating
• Expatriates
• Advantages of Expatriates
• Better Communication
• Development of Talent
• Difficulties of Sending Expatriates Abroad
• Cross-Cultural Training
• Motivation
• Compensation
• Family Discord
• The Return of the Expatriate – Repatriation
• Generalizations About When Expatriates Are Good/Bad
16. Global Logistics and Distribution
• Definition of Global Logistics
• Managing Global Logistics
• Modes of Transportation
• Ocean Shipping
• Air Freight
• Intermodal Transportation
• Warehousing and Inventory Management
• Hedging against Inflation and Exchange Rate Fluctuations
• Benefiting from Tax Differences
• Logistic Integration and Rationalization
• E-Commerce and Logistics
• Third-Party Logistics (3PL) Management
• Logistical Revolution with the Internet
• Free Trade Zones
• Maquiladora Operation
• U.S. Special Import Tariff Provisions
• Global Retailing
• “Push” versus “Pull”
• On-Time Retail Information Management
• Reduced Inventory
• Market Information at the Retail Level
• Retailing Differences across the World
• E-Commerce and Retailing
17. Export and Import Management
• Organizing for Exports
• Research for Exports
• Export Market Segments
• Indirect Exporting
• Direct Exporting
• Mechanics of Exporting
• The Automated Export System (AES) on the Internet
• Legality of Exports
• Export Transactions
• Terms of Shipment and Sale
• Payment Terms
• Currency Hedging
• Role of the Government in Promoting Exports
• Export-Import Bank
• U.S. Tariff Concessions
• Foreign Trade Zones
• Foreign Sales Corporation
• American Export Trading Company
• Export Regulations
• Managing Imports – The Other Side of the Coin
• Mechanics of Importing
• Import Documents and Delivery in the United States
• Import Duties in the United States
• Gray Markets
• Currency Fluctuations
• Differences in Market Demand
• Segmentation Strategy
• Part Five: Managing Global Operations
18. Planning, Organization and Control of Global Marketing Operations
• Global Strategic Marketing Planning
• Bottom-Up versus Top-Down Strategic Planning
• Pitfalls
• Key Criteria in Global Organizational Design
• Environmental Factors
• Competitive Environment
• Rate of Environmental Change
• Regional Trading Blocs
• Nature of Customers
• Firm-Specific Factors
• Strategic Importance of International Business
• Product Diversity
• Company Heritage
• Quality of Local Managerial Skills
• Organization Design Options
• International Division Structure
• Global Product Division Structure
• Geographic Structure
• Country-Based Subsidiaries
• New Role of Country Managers
• Regional Structures
• Matrix Structures
• The Global Network Solution
• Organizing for Global Brand Management
• Global Branding Committee
• Brand Champion
• Global Brand Manager
• Informal, Ad-hoc Branding Meetings
• Lifecycle of Organizational Structures
• To Centralize or Decentralize?
• Controlling Global Marketing Efforts
• Formal (“Bureaucratic”) Control Systems
• Establishing Standards
• Evaluating Performance
• Analyzing and Correcting Deviations
• Informal Control Methods
• Corporate Culture
• Human Resource Development
• Guidelines for Choosing the Right Organization Structure
19. Global Marketing and the Internet
• The Internet and the Global Marketplace
• Asia-Pacific
• Europe
• Latin America
• Structural Barriers to Global –Commerce
• Language Barriers
• Cultural Barriers
• Personal Computers Ownership
• Knowledge Barrier
• Access Charges
• Legal Constraints and Government Regulations
• Using the Internet for Understanding Global Buyers
• Competitive Advantage and Cyberspace
• Ramifications of the Internet for Global Marketing Strategies
• One-to-One Marketing
• Product Policy
• Global Branding
• Internet-Based New Products
• Marketing of Services
• Global Pricing
• Distribution
• Role of Existing Channels
• Retailing Landscape
• Global Promotion and the Web
• Cases
• Club Med
• Starbucks
• Dowbrands Ziploc
• Nova Incorporated
• Shiseido, Ltd.: Facing Global Competition
• Texas Instruments
• SMS Pacs
• Sanex
• Anheuser Busch International
• AOL Goes Far East
• Web Resource www.wiley.com/college/kotabe
• Online Cases
• Gap, Inc.
• Daimler-Benz Ag: The A-Class and the “Moose-Test”
• Baxter International
• Pepsi One
• Unisys
• Ford Motor Company and Die Development
• Citibank in Japan
• Kao Corporation: Direction for the 21^st Century
• Planet Hollywood: The Plate is Empty
• Hoechst Marion Roussel: Rabipur Rabies Vaccine
• Ceras Desérticas and Mitsuba Trading Company
• Wal-Mart Operations in Brazil
• Docomo’s Quest to Go Global

At long last, a very good and friendly book about International Marketing/Business.

That the authors managed to make a readable and practical book about these issues, is worth a lot.

Recommended reading!