Verfügbarkeit: Global marketing strategy | Technische Universität München

Global marketing strategy: an executive digest

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Bibliographische Detailangaben
Beteilige Person:	Schlegelmilch, Bodo B. 1955- (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Cham Springer 2016
Ausgabe:	Softcover reprint of the hardcover 1st edition 2016
Schriftenreihe:	Management for Professionals
Schlagwörter:	Internationales Marketing Marketingstrategie Culture Emerging markets Global marketing Market development Market entry Marketing strategy
Links:	http://deposit.dnb.de/cgi-bin/dokserv?id=79cf5c9ee5e84b18b1386ce82cd27421&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032567253&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	xiii, 249 Seiten Illustrationen, Diagramme 23.5 cm x 15.5 cm, 433 g
ISBN:	9783319799216 3319799215

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Datensatz im Suchindex

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adam_text	1 2 Marketing: A Global Discipline........................................................... 1.1 Mapping Out the Field................................................................. 1.2 Defining the Terms....................................................................... 1.2.1 What Is Marketing.......................................................... 1.2.2 What Is Strategy............................................................. 1.2.3 What Is Global............................................................... 1.3 The Path to Globalization............................................................ 1.3.1 How Companies Become Global................................... 1.3.2 Resource Seeking or Market Seeking............................ 1.3.3 Knowledge Seeking or Efficiency Seeking.................... 1.3.4 Learning in Industry Clusters......................................... 1.3.5 Challenging Competitors................................................ 1.4 Contravening Forces Facing Global Companies......................... 1.4.1 Forces for Global Integration and Coordination............ 1.4.2 Forces for Local Responsiveness................................... 1.5 Implications for Global Corporate Structure and Control........... 1.5.1 The Integration-Responsiveness (IR) Framework......... 1.5.2 The Adaptation-Aggregation-Arbitrage Model............ 1.5.3 The Role of Regions in Corporate Global Strategies. . . 1.6 Global Marketing Strategy as a Balancing Act........................... 1.6.1 Determining the Degree of Global Marketing Integration....................................................................... 1.6.2 Instruments Used to Facilitate Global Marketing Integration....................................................................... 1.6.3 Arguments for Empowering Local Marketing............... 1.7 Summary....................................................................................... References............................................................................................... 1 1 1 1 2 3 3 3 4 4 5 6 6 6 7 9 9 10 12 13 15 16 16 17 Assessing Global Marketing Opportunities........................................ 2.1 The Market Assessment Task...................................................... 2.2 Assessments Based on Secondary Data....................................... 2.2.1 Global Information Needs.............................................. 2.2.2 The Global Market Assessment Process........................ 21 21 23 23 24 14 XV xvi Contents 2.2.3 Use of Scoring Modds................................................... 2.2.4 Detailed Assessment of Potential CountryMarkets... 2.3 Assessments Based on Primary Data........................................... 2.3.1 The Complexity of Global Marketing Research............ 2.3.2 From Research Objectives to Recommendations.......... 2.3.3 Data Equivalence in Global Marketing Research.......... 2.3.4 Ernie or Etic Approach................................................... 2.4 Global Marketing Information Systems....................................... 2.4.1 Challenges in Designing Global Marketing Information Systems........................................................................... 2.4.2 New Tools for Global Data Collection.......................... 2.5 Summary....................................................................................... References................................................................................................ 26 28 29 29 29 30 33 34 3 Entering Global Markets...................................................................... 3.1 The Why the When and the How................................................. 3.2 Ex AnteConsiderations................................................................. 3.2.1 Motivation and Timing of Foreign Market Entry.......... 3.2.2 Balancing Risk and Control........................................... 3.3 Foreign Market Entry: Non-equity Modes................................... 3.3.1 Exporting........................................................................ 3.3.2 Contractual Agreements................................................. 3.4 Foreign Market Entry: Equity Modes........................................... 3.4.1 Jointventures................................................................. 3.4.2 Strategic Alliances.......................................................... 3.4.3 Wholly Owned Subsidiaries........................................... 3.5 Summary....................................................................................... References............................................................................................... 43 43 43 43 44 45 45 50 54 54 57 58 59 60 4 Segmenting Targetingand Positioning in Global Markets................ 4.1 STP: The Holy Trinity of Marketing............................................ 4.2 Global Market Segmentation........................................................ 4.2.1 Geographic Segmentation............................................... 4.2.2 Demographic Segmentation........................................... 4.2.3 Psychographic Segmentation.......................................... 4.2.4 Behavioral Segmentation................................................ 4.2.5 Benefit Segmentation...................................................... 4.3 Selecting Global Target Segments............................................... 4.3.1 Targeting Approaches..................................................... 4.3.2 Assessing Target Segments............................................ 4.3.3 Selecting Target Segments............................................. 4.4 Positioning.................................................................................... 4.4.1 Establishing a Frame...................................................... 4.4.2 Clarifying Areas of Parity.............................................. 4.4.3 Differentiation................................................................. 63 63 64 64 65 66 68 69 70 70 71 72 74 74 75 75 35 37 39 39 Contents XVH 4.5 Summary........................................................................................ References............................................................................................... 79 80 5 Creating Global Productand Service Offerings................................. 5.1 Consumers Buy Solutions............................................................ 5.2 Turning Products into Solutions................................................... 5.2.1 Product Dimensions........................................................ 5.2.2 Product Types................................................................. 5.3 The Standardization-Adaptation Debate..................................... 5.3.1 Standardization............................................................... 5.3.2 Adaptation....................................................................... 5.3.3 Contingency Perspective................................................ 5.4 Global Innovation and Product Development.............................. 5.4.1 The Innovation Cube...................................................... 5.4.2 Designing Global Innovation Strategies........................ 5.4.3 The New Product Development Process........................ 5.5 International Product Life Cycle.................................................. 5.5.1 Explaining Foreign Investment Patterns........................ 5.5.2 Explaining Revenue and Profit Patterns of Products.. . 5.6 Summary....................................................................................... References............................................................................................... 83 83 83 84 84 86 88 89 90 92 93 94 95 98 98 99 100 101 6 Extracting Value fromGlobal Operations.......................................... 6.1 Global Pricing: Challenges and Opportunities............................. 6.2 Environmental Influences on Global Pricing............................... 6.2.1 Competition and Demand............................................... 6.2.2 Foreign Exchange Rates................................................. 6.2.3 National Regulations...................................................... 6.2.4 Inflation........................................................................... 6.2.5 Shorter Product Life Cycles........................................... 6.3 Global Pricing Strategies and Practices....................................... 6.3.1 Cost-Plus Pricing............................................................ 6.3.2 Parity Pricing.................................................................. 6.3.3 Market Penetration Pricing Versus Market Skimming........................................................................ 6.3.4 Countertrade................................................................... 6.3.5 Incoterms........................................................................ 6.4 Location of Pricing Responsibility............................................... 6.4.1 Standardization Versus Differentiation.......................... 6.4.2 Decentralization Versus Centralization.......................... 6.5 Setting Company Internal Prices.................................................. 6.5.1 Transfer Pricing Principles............................................. 6.5.2 Transfer Pricing Methods............................................... 6.6 Market Disturbances..................................................................... 6.6.1 Dumping......................................................................... 6.6.2 Grey Markets and Parallel Imports................................ 105 105 106 106 107 110 Ill Ill 112 112 113 113 114 115 116 116 116 117 117 118 119 119 120 xviii Content 6.6.3 Cartels............................................................................. 6.7 Summary....................................................................................... References............................................................................................... 122 123 124 7 Global SupplyChains and Distribution Networks.............................. 7.1 Key Dimensions of Global Supply Chains.................................. 7.2 Benefits and Challenges of Global SupplyChains....................... 7.2.1 Inbound Logistics, Purchasing and Operations.............. 7.2.2 Outbound Logistics and MarketingChannels................. 7.3 Channel Functions and Organizational Formats.......................... 7.3.1 Functions of Channel Members..................................... 7.3.2 Number of Channel Levels............................................ 7.3.3 Organization of Channels............................................... 7.4 Selecting Channel Design............................................................ 7.4.1 Customer Requirements................................................. 7.4.2 Market Coverage............................................................ 7.4.3 Channel Options............................................................. 7.4.4 Channel Synergies.......................................................... 7.5 Channel Management................................................................... 7.5.1 Selecting Channel Members.......................................... 7.5.2 Motivating and Training Channel Members.................. 7.5.3 Evaluating Channel Members........................................ 7.5.4 Channel Conflict and Grey Markets............................... 7.6 Future Trends............................................................................... 7.6.1 Technological Developments......................................... 7.6.2 Sustainability and CSR.................................................. 7.7 Summary...................................................................................... References............................................................................................... 129 129 130 131 134 135 135 136 137 138 138 139 139 142 143 143 143 144 144 146 146 147 148 149 8 Global Branding and Communication................................................. 8.1 Branding and Communication Strategies..................................... 8.2 Branding Basics............................................................................ 8.2.1 Brand Value.................................................................... 8.2.2 Brand Architecture......................................................... 8.2.3 Brand Identity, Brand Image, Brand Resonance........... 8.2.4 Brand Extension............................................................. 8.3 Global Brands............................................................................... 8.3.1 What Is ‘Truly Global’?................................................. 8.3.2 Challenges to Globalizing Brands.................................. 8.3.3 Cultural Factors in Global Branding.............................. 8.3.4 Branding and Religious Endorsements.......................... 8.3.5 Local Versus Global Brands.......................................... 8.3.6 Global Brand Portfolios.................................................. 8.4 The Communication Mix............................................................. 8.4.1 Advertising...................................................................... 153 153 153 154 155 155 157 158 158 159 160 162 164 165 166 166 xix Contents 8.4.2 8.4.3 8.4.4 8.4.5 Personal Selling.............................................................. Sales Promotion.............................................................. Public Relations.............................................................. Integrated Marketing and Relationship Communication.............................................................. 8.4.6 Barriers to Standardizing the Communication Mix.... 8.5 Summary........................................................................................ References............................................................................................... 9 10 Organizational Design for GlobalMarketing Strategy...................... 9.1 Aligning Strategy and Structure................................................... 9.2 Global Organizational Structures................................................. 9.2.1 Area Structures or Product Divisions............................. 9.2.2 Matrix Structures or Transnational Networks................ 9.2.3 Limitations of Global Matrix Structures and Transnational Networks................................................. 9.3 Benefits of Regional Strategies and Structures............................ 9.3.1 The Parenting Advantage............................................... 9.3.2 The Knowledge Advantage............................................ 9.3.3 The Organizational Advantage...................................... 9.4 Regional Organizational Structures............................................. 9.4.1 Defining a Region........................................................... 9.4.2 Headquarters for the Region (Regional Office)............. 9.4.3 Headquarters in the Region............................................ 9.5 Managing Relationships Between Organizational Units............. 9.5.1 Relationship Between Global and Regional Headquarters................................................................... 9.5.2 Relationship Between Regional Headquarters and National Subsidiaries...................................................... 9.5.3 Relationship Between Different National Subsidiaries..................................................................... 9.6 Summary...................................................................................... References............................................................................................... Global Marketing Ethicsand CSR....................................................... 10.1 CSR Tops Business Leaders’Agendas........................................ 10.2 Deciphering the Terms................................................................. 10.2.1 Business Ethics, Marketing Ethics and Global Marketing Ethics............................................................ 10.2.2 Corporate Socia! Responsibility..................................... 10.2.3 Sustainability.................................................................. 10.3 Sources of Disparity..................................................................... 10.3.1 Competing Theories in Business Ethics......................... 10.3.2 Finding Common Ground.............................................. 10.4 Ethical Issues in Global Supply Chains....................................... 167 168 169 170 170 172 173 177 177 178 178 179 180 181 182 183 183 183 184 185 186 188 189 190 190 190 192 195 195 196 196 197 199 200 200 203 205 XX Contp ■ 10.4.1 Ethical Issues Pertaining to Product Sourcing................. 10.4.2 Ethical Issues Pertaining to Intermediaries...................... 10.4.3 Ethical Issues Pertaining to Retailers............................... 10.4.4 Ethical Issues Pertaining to Consumers........................... 10.5 Ethics and Global Communication................................................ 10.6 Implementing Ethics into Global Marketing Practice................... 10.6.1 Mission Statements........................................................... 10.6.2 Corporate Codes of Ethics and Credos............................ 10.6.3 Corporate Ethics Training Programs................................ 10.6.4 Ombudsmen, Ethics Committees and Hotlines................ 10.6.5 Regulatory Drivers........................................................... 10.7 Summary......................................................................................... References................................................................................................. շօր 20 ; 208 շլօ 2Ц 212 212 213 214, 2141 215 216 217 11 The Future of Global Marketing Strategy............................................ 11.1 Different Visions of the Future...................................................... 11.2 Eight Paradoxical Trends................................................................ 11.2.1 Globalization Versus the Renaissance of Local Values............................................................................... 11.2.2 Population Growth Versus Population Shortage............ 11.2.3 Power of Supranational Organizations Versus the Rise of Megacities............................................................ 11.2.4 Disruptive Technologies Versus Retro Products............ 11.2.5 Large Multinationals Versus Niche Players..................... 11.2.6 Growing Prosperity in Asia Versus Sluggish Economies in the West........................................................................ 11.2.7 Increasing Environmental Degradation Versus Inaction on Climate Change........................................................... 11.2.8 Big Data and Connectivity Versus Privacy and Authenticity...................................................................... 11.3 Implications for Global Marketing Strategy.................................. 11.3.1 No More Business as Usual............................................. 11.3.2 The Quest for Balance...................................................... 11.4 Summary.......................................................................................... References................................................................................................. 221 221 222 222 224 227 229 230 235 237 240 241 241 242 244 246
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spellingShingle	Schlegelmilch, Bodo B. 1955- Global marketing strategy an executive digest Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd
subject_GND	(DE-588)4125431-4 (DE-588)4120697-6
title	Global marketing strategy an executive digest
title_auth	Global marketing strategy an executive digest
title_exact_search	Global marketing strategy an executive digest
title_full	Global marketing strategy an executive digest Bodo B. Schlegelmilch
title_fullStr	Global marketing strategy an executive digest Bodo B. Schlegelmilch
title_full_unstemmed	Global marketing strategy an executive digest Bodo B. Schlegelmilch
title_short	Global marketing strategy
title_sort	global marketing strategy an executive digest
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