全球营销(英文版·第10版)

前言 xv 第1部分 导论 2 第1章 全球营销概论 2 第2部分 进军全球市场 38 第2章 全球信息系统与市场调研 38 第3章 市场细分、目标市场确定与市场定位 74 第4章 进出口与采购 106 第5章 全球市场进入战略：许可经营、投资和战略联盟 134 第3部分 全球营销组合 162 第6章 全球营销中的品牌和产品决策 162 第7章 定价决策 194 第8章 全球营销渠道和物流 228 第9章 全球营销沟通决策I：广告与公共关系 262 第10章 全球营销沟通决策II：销售促进、人员推销及特殊形式的营销沟通 292 第11章 全球营销与数字革命 322 第4部分 21世纪的战略和领导力 350 第12章 竞争优势的战略要素 350 术语表 379 Brief Contents Preface xv PART ONE INTRODUCTION 2 Chapter 1 Introduction to Global Marketing 2 PART TWO APPROACHING GLOBAL MARKETS 38 Chapter 2 Global Information Systems and Market Research 38 Chapter 3 Segmentation, Targeting, and Positioning 74 Chapter 4 Importing, Exporting, and Sourcing 106 Chapter 5 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances 134 PART THREE THE GLOBAL MARKETING MIX 162 Chapter 6 Brand and Product Decisions in Global Marketing 162 Chapter 7 Pricing Decisions 194 Chapter 8 Global Marketing Channels and Physical Distribution 228 Chapter 9 Global Marketing Communications Decisions I 262 Chapter 10 Global Marketing Communications Decisions II 292 Chapter 11 Global Marketing and the Digital Revolution 322 PART FOUR STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY 350 Chapter 12 Strategic Elements of Competitive Advantage 350 Glossary 379 Contents Preface xv PART ONE INTRODUCTION 2 Chapter 1 Introduction to Global Marketing 2 CASE 1-1 The Global Marketplace Is Also Local 2 1-1 Introduction and Overview 3 1-2 Principles of Marketing: A Review 5 Competitive Advantage, Globalization, and Global Industries 6 1-3 Global Marketing: What it is and What it isn't 9 1-4 The Importance of Global Marketing 16 1-5 Management Orientations 17 Ethnocentric Orientation 17 Polycentric Orientation 18 Regiocentric Orientation 18 Geocentric Orientation 18 1-6 Forces Affecting Global Integration and Global Marketing 21 Driving Forces 21 Restraining Forces 26 1-7 Outline of This Book 27 Summary 28 Discussion Questions 29 Case 1-1 The Global Marketplace Is Also Local (Continued) 30 Case 1-2 McDonald's Expands Globally While Adjusting Its Local Recipe 31 Case 1-3 Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up 35 PART TWO APPROACHING GLOBAL MARKETS 38 Chapter 2 Global Information Systems and Market Research 38 CASE 2-1 Big Data: “Number One with a Bullet” in the Music Industry 38 2-1 Information Technology, Management Information Systems, and Big Data for Global Marketing 40 2-2 Sources of Market Information 45 2-3 Formal Market Research 47 Step 1: Information Requirements 47 Step 2: Problem Definition 48 Step 3: Choosing the Unit of Analysis 49 Step 4: Examining Data Availability 49 Step 5: Assessing the Value of Research 51 Step 6: Research Design 51 Step 7: Data Analysis40 58 Step 8: Interpretation and Presentation 63 2-4 Headquarters' Control of Market Research 64 2-5 The Marketing Information System as a Strategic Asset 65 Summary 66 Discussion Questions 66 viii CONTENTS CASE 2-1 Big Data Transforms the Music Business and Artist Careers (Continued) 67 CASE 2-2 A Day in the Life of a Business Systems and Analytics Manager 71 Chapter 3 Segmentation, Targeting, and Positioning 74 3-1 Global Market Segmentation 74 Contrasting Views of Global Segmentation 76 Demographic Segmentation 76 Psychographic Segmentation 82 Behavior Segmentation 85 Benefit Segmentation 86 Ethnic Segmentation 86 3-2 Assessing Market Potential and Choosing Target Markets or Segments 87 Current Segment Size and Growth Potential 88 Potential Competition 90 Feasibility and Compatibility 91 A Framework for Selecting Target Markets 91 3-3 Product-Market Decisions 94 3- 4 Targeting and Target Market Strategy Options 95 Standardized Global Marketing 96 Concentrated Global Marketing 96 Differentiated Global Marketing 96 3-5 Positioning 97 Attribute or Benefit 98 Quality and Price 98 Use or User 98 Competition 98 Global, Foreign, and Local Consumer Culture Positioning 99 Summary 101 Discussion Questions 102 CASE 3-1 Cosmetics Giants Segment the Global Health and Beauty Market 103 Chapter 4 Importing, Exporting, and Sourcing 106 CASE 4-1 The Game's Afoot: Exports Revive Britain's Shoe Industry 106 4-1 Export Selling and Export Marketing: A Comparison 107 4-2 Organizational Export Activities 109 4-3 National Policies Governing Exports and Imports 110 Government Programs That Support Exports 110 Governmental Actions to Discourage Imports and Block Market Access 112 4-4 Tariff Systems 116 Customs Duties 117 Other Duties and Import Charges 118 4-5 Key Export Participants 118 4-6 Organizing for Exporting in the Manufacturer's Country 120 4-7 Organizing for Exporting in the Market Country 120 4-8 Trade Financing and Methods of Payment11 121 Letters of Credit 121 Documentary Collections (Sight or Time Drafts) 122 Navigating the Real World: A Brief Case Study 123 Navigating the Real World: Another Brief Case Study 123 Additional Export and Import Issues 124 4-9 Sourcing 124 Management Vision 126 CONTENTS Factor Costs and Conditions 127 Customer Needs 127 Logistics 128 Country Infrastructure 128 Political Factors 128 Foreign Exchange Rates 129 Summary 129 Discussion Questions 130 CASE 4-1 Great Britain's Shoe Export Boom (Continued) 130 CASE 4-2 A Day in the Life of an Export Coordinator 131 Chapter 5 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances 134 CASE 5-1 AB InBev and SABMiller: A Match Made in (Beer) Heaven 134 5-1 Licensing 136 Special Licensing Arrangements 137 5-2 Investment 139 Joint Ventures 139 Investment via Equity Stake or Full Ownership 141 5-3 Global Strategic Partnerships 145 The Nature of Global Strategic Partnerships 146 Success Factors 148 Alliances with Asian Competitors 149 CFM International, GE, and Snecma: A Success Story 150 Boeing and Japan: A Controversy 150 5-4 International Partnerships in Developing Countries 151 5-5 Cooperative Strategies in Asia 151 Cooperative Strategies in Japan: Keiretsu 152 Cooperative Strategies in South Korea: Chaebol 154 5-6 Twenty-First-Century Cooperative Strategies 154 5-7 Market Expansion Strategies 155 Summary 156 Discussion Questions 156 CASE 5-1 AB InBev and SABMiller: A Match Made in (Beer) Heaven (continued) 157 CASE 5-2 Jaguar's Passage to India 159 PART THREE THE GLOBAL MARKETING MIX 162 Chapter 6 Brand and Product Decisions in Global Marketing 162 CASE 6-1 Alphabet 162 6-1 Basic Product Concepts 163 Product Types 164 Product Warranties 164 Packaging 164 Labeling 165 Aesthetics 166 6-2 Basic Branding Concepts 166 Local Products and Brands 167 International Products and Brands 168 Global Products and Brands 168 Global Brand Development 171 CONTENTS 6-3 A Needs-Based Approach To Product Planning 175 6-4 “Country of Origin” as a Brand Element 178 6-5 Extend, Adapt, Create: Strategic Alternatives in Global Marketing 180 Strategy 1: Product-Communication Extension (Dual Extension) 181 Strategy 2: Product Extension-Communication Adaptation 182 Strategy 3: Product Adaptation-Communication Extension 183 Strategy 4: Product-Communication Adaptation (Dual Adaptation) 184 Strategy 5: Innovation 185 How to Choose a Strategy 185 6-6 New Products in Global Marketing 186 Identifying New-Product Ideas 186 New-Product Development 187 The International New-Product Department 189 Testing New Products 189 Summary 190 Discussion Questions 191 CASE 6-1 Google (continued) 191 Chapter 7 Pricing Decisions 194 CASE 7-1 Global Automakers Target Low-Income Consumers 194 7-1 Basic Pricing Concepts 195 7-2 Global Pricing Objectives and Strategies 196 Market Skimming and Financial Objectives 196 Penetration Pricing and Nonfinancial Objectives 198 Companion Products: Captive (“Razors and Blades”) Pricing 198 Target Costing6 199 Calculating Prices: Cost-Plus Pricing and Export Price Escalation 200 7-3 Incoterms 201 7-4 Environmental Influences on Pricing Decisions 205 Currency Fluctuations 205 Inflationary Environment 208 Government Controls, Subsidies, and Regulations 209 Competitive Behavior 210 Using Sourcing as a Strategic Pricing Tool 211 7-5 Global Pricing: Three Policy Alternatives 211 Extension or Ethnocentric Pricing 211 Adaptation or Polycentric Pricing 212 Geocentric Pricing 212 7-6 Gray Market Goods 213 7-7 Dumping 214 7-8 Price Fixing 215 7-9 Transfer Pricing 216 Tax Regulations and Transfer Prices 216 Sales of Tangible and Intangible Property 217 7-10 Countertrade 218 Barter 218 Counterpurchase 219 Offset 219 Compensation Trading 219 Switch Trading 220 Summary 220 Discussion Questions 221 CASE 7-1 Global Automakers Target Low-Income Consumers (Continued) 221 CONTENTS CASE 7-2 Global Consumer-Products Companies Target Low-Income Consumers 223 CASE 7-3 LVMH and Luxury Goods Marketing 225 Chapter 8 Global Marketing Channels and Physical Distribution 228 CASE 8-1 Welcome to the World of Fast Fashion 228 8-1 Distribution Channels: Objectives, Terminology, and Structure 229 Consumer Products and Services 230 Industrial Products 234 8-2 Establishing Channels and Working With Channel Intermediaries 235 8-3 Global Retailing 238 Types of Retail Operations 239 Trends in Global Retailing 243 Global Retailing Market Expansion Strategies 246 8-4 Physical Distribution, Supply Chains, and Logistics Management 249 Order Processing 251 Warehousing 252 Inventory Management 252 Transportation 252 Logistics Management: A Brief Case Study 255 Summary 255 Discussion Questions 256 CASE 8-1 Welcome to the World of Fast Fashion (continued) 257 CASE 8-2 Can Walmart Crack the Retail Code in India 260 Chapter 9 Global Marketing Communications Decisions I 262 CASE 9-1 Volkswagen's “Dieselgate” Nightmare 262 9-1 Global Advertising 263 Global Advertising Content: Standardization versus Adaptation 265 9-2 Advertising Agencies: Organizations and Brands 269 Selecting an Advertising Agency in the Era of Digital Disruption 270 9-3 Creating Global Advertising 274 Art Direction and Art Directors 275 Copy and Copywriters 276 Additional Cultural Considerations 276 9-4 Global Media Decisions 279 Global Advertising Expenditures and Media Vehicles 280 Media Decisions 280 9-5 Public Relations and Publicity 281 The Growing Role of PR in Global Marketing Communications 285 How PR Practices Differ Around the World 286 Summary 286 Discussion Questions 287 CASE 9-1 Volkswagen's “Dieselgate” Nightmare (continued) 287 CASE 9-2 Coca-Cola: Using Advertising and Public Relations to Respond to a Changing World 289 Chapter 10 Global Marketing Communications Decisions II 292 CASE 10-1 Milan Expo 2015 292 10-1 Sales Promotion 293 Sampling 296 Couponing 297 Sales Promotion: Issues and Problems 297 xii CONTENTS 10-2 Personal Selling 298 The Strategic/Consultative Selling Model 299 10-3 Sales Force Nationality 304 10-4 Special Forms of Marketing Communications: Direct Marketing 306 Direct Mail 307 Catalogs 308 Infomercials, Teleshopping, and Interactive Television 309 10-5 Special Forms of Marketing Communications: Support Media, Sponsorship, and Product Placement 312 Support Media 312 Sponsorship 313 Product Placement: Motion Pictures, Television Shows, and Public Figures 314 Summary 317 Discussion Questions 317 CASE 10-1 Milan Expo 2015 (Continued) 318 CASE 10-2 Red Bull 319 Chapter 11 Global Marketing and the Digital Revolution 322 Case 11-1 How Do You Like Your Reality Virtual Augmented Mixed 322 11-1 The Digital Revolution: A Brief History 323 11-2 Convergence 327 11-3 Value Networks and Disruptive Technologies 328 11-4 Global E-Commerce 330 11-5 Web Site Design and Implementation 332 11-6 New Products and Services 335 Broadband 335 Cloud Computing 336 Smartphones 337 Mobile Advertising and Mobile Commerce 337 Autonomous Mobility 339 Mobile Music 340 Mobile Gaming 341 Online Gaming and e-Sports 341 Mobile Payments 342 Streaming Video 342 Internet Phone Service 342 Digital Books and Electronic Reading Devices 343 Wearables 344 Summary 345 Discussion Questions 345 CASE 11-1 How Do You Like Your Reality: Virtual Augmented Mixed (Continued) 346 CASE 11-2 Africa 3.0 347 PART FOUR STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY 350 Chapter 12 Strategic Elements of Competitive Advantage 350 CASE 12-1 IKEA 350 ............................................................................................................ .... Threat of New Entrants 352 Threat of Substitute Products 353 Bargaining Power of Buyers 353 CONTENTS xiii Bargaining Power of Suppliers 354 Rivalry among Competitors 354 12-2 Competitive Advantage 355 Generic Strategies for Creating Competitive Advantage 355 Creating Competitive Advantage via Strategic Intent 358 .................................................................................................................... .... Factor Conditions 362 Demand Conditions 363 Related and Supporting Industries 365 Firm Strategy, Structure, and Rivalry 366 Chance 366 Government 367 12-4 Current Issues in Competitive Advantage 367 Hypercompetitive Industries 367 The Flagship Firm: The Business Network with Five Partners 372 Blue Ocean Strategy 373 Additional Research on Competitive Advantage 373 Summary 374 Discussion Questions 375 CASE 12-1 IKEA (Continued) 375 CASE 12-2 “Everything Is Awesome, Everything Is Cool” at LEGO 377 Glossary 379