1 Globalization Imperative 1 Why Global Marketing Is Imperative 4 The Fluid Nature of Global Competition 8 Globalization of Markets: Convergence and Divergence 12 Evolution of Global Marketing 19 Summary 28 Key Terms 28 Review Questions 28 Discussion Questions 28 Further Reading 29 Appendix: Theories of International Trade and the Multinational Enterprise 30 2 Economic Environment 38 Intertwined World Economy 40 Country Competitiveness 46 Emerging Markets 48 Evolution of Cooperative Global Trade Agreements 51 Information Technology and the Changing Nature of Competition 59 Regional Economic Arrangements 62 Multinational Corporations 67 Summary 69 Key Terms 70 Review Questions 70 Discussion Questions 71 Further Reading 72 3 Financial Environment 73 Historical Role of the U.S. Dollar 74 Development of Today''s International Monetary System 75 Foreign Exchange and Foreign Exchange Rates 81 Balance of Payments 89 Economic and Financial Turmoil around the World 94 Marketing in the Euro Area 101 Summary 107 Key Terms 108 Review Questions 108 Discussion Questions 108 Further Reading 109 4 Global Cultural Environment and Buying Behavior 110 Meaning of Culture 112 Elements of Culture 113 Cross-Cultural Comparisons 126 Cultural Distance 134 Adapting to Cultures 135 Culture and the Marketing Mix 137 Summary 144 Key Terms 145 Review Questions 145 Discussion Questions 145 Further Reading 147 5 Political and Legal Environment 148 Political Environment--Individual Governments 149 Political Environment--Social Pressures and Political Risk 163 Terrorism and the World Economy 171 International Agreements 174 International Law and Local Legal Environment 179 Issues Transcending National Boundaries 184 Summary 200 Key Terms 200 Review Questions 201 Discussion Questions 201 Further Reading 203 6 Global Marketing Research 204 Research Problem Formulation 208 Secondary Global Marketing Research 210 Primary Global Marketing Research 214 Leveraging the Internet for Global Market Research Studies 222 Market Size Assessment 225 New Market Information Technologies 230 Managing Global Marketing Research 232 Summary 234 Key Terms 235 Review Questions 236 Discussion Questions 236 Further Reading 237 7 Global Segmentation and Positioning 238 Reasons for International Market Segmentation 239 International Market Segmentation Approaches 243 Segmentation Scenarios 244 Bases for International Market Segmentation 246 International Positioning Strategies 254 Global Foreign and Local Consumer Culture Positioning 260 Summary 263 Key Terms 263 Review Questions 263 Discussion Questions 263 Further Reading 264 Appendix: Segmentation Tools 265 8 Global Marketing Strategies 269 Information Technology and Global Competition 270 Global Strategy 275 Global Marketing Strategy 288 R&D Operations and Marketing Interfaces 293 Regionalization of Global Marketing Strategy 299 Competitive Analysis 307 Summary 308 Key Terms 309 Review Questions 309 Discussion Questions 309 Further Reading 310 9 Global Market Entry Strategies 312 Country Selection 313 Scale of Entry 316 Choosing the Mode of Entry 317 Exporting 321 Licensing 323 Franchising 325 Expanding through Joint Ventures and Alliances 327 Wholly Owned Subsidiaries 333 Dynamics of Entry Strategies 338 Timing of Entry 340 Exit Strategies 342 Summary 346 Key Terms 347 Review Questions 347 Discussion Questions 347 Further Reading 349 Appendix A: Country Screening--Converting Raw Data into a 10-Point Scale 349 Appendix B: Alternative Country Screening Procedure 350 Appendix C: Mode of Entry Choice-- Three Theoretical Perspectives 351 10 Global Product Policy Decisions I: Developing New Products for Global Markets 353 Standardization versus Customization 355 Multinational Diffusion 361 Developing New Products in the Global Marketplace 365 Truly Global Product Development 375 Summary 377 Key Terms 377 Review Questions 378 Discussion Questions 378 Further Reading 379 Appendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development 380 Appendix B: Back-of-the-Envelope Calculations-- Incremental Break-Even Analysis (IBEA) 382 11 Global Product Policy Decisions II: Marketing Products and Services 385 Global Branding Strategies 387 Management of Multinational Product Lines 401 Product Piracy 406 Country-of-Origin (COO) Effects 410 Global Marketing of Services 416 Summary 420 Key Terms 421 Review Questions 421 Discussion Questions 421 Further Reading 422 12 Global Pricing 423 Drivers of Foreign Market Pricing 424 Managing Price Escalation 432 Pricing in Inflationary Environments 435 Global Pricing Currency Fluctuations and Tariffs 437 Transfer Pricing 441 Global Pricing and Antidumping Regulation 445 Price Coordination 446 Summary 450 Key Terms 451 Review Questions 451 Discussion Questions 451 Further Reading 452 13 Global Communication Strategies 453 Global Advertising and Culture 454 Setting the Global Advertising Budget 458 Creative Strategy 461 Global Media Decisions 468 Advertising Regulations 470 Choosing an Advertising Agency 474 Other Communication Platforms 476 Globally Integrated Marketing Communications (GIMC) 488 Summary 490 Key Terms 490 Review Questions 490 Discussion Questions 491 Further Reading 491 14 Sales Management 493 Market Entry Options and Salesforce Strategy 495 Cultural Considerations 499 Impact of Culture on Sales Management and Personal Selling Process 505 Cross-Cultural Negotiations 511 Expatriates 516 Summary 523 Key Terms 523 Review Questions 523 Discussion Questions 524 Further Reading 524 15 Global Logistics and Distribution 526 Definition of Global Logistics 528 Managing Physical Distribution 530 Managing Sourcing Strategy 540 Free Trade Zones 550 International Distribution Channel 554 International Retailing 556 Summary 567 Key Terms 568 Review Questions 568 Discussion Questions 569 Further Reading 570 16 Export and Import Management 571 Organizing for Exports 573 Indirect Exporting 575 Direct Exporting 576 Mechanics of Exporting 577 Role of the Government in Promoting Exports 583 Managing Imports-- The Other Side of the Coin 589 Mechanics of Importing 591 Gray Markets 593 Summary 602 Key Terms 602 Review Questions 602 Discussion Questions 603 Further Reading 604 17 Planning, Organization, and Control of Global Marketing Operations 605 Global Strategic Marketing Planning 606 Key Criteria in Global Organizational Design 607 Organizational Design Options 609 Organizing for Global Brand Management 617 Life Cycle of Organizational Structures 619 Control of Global Marketing Efforts 621 Summary 624 Key Terms 625 Review Questions 625 Discussion Questions 625 Further Reading 626 18 Marketing Strategies for Emerging Markets 627 Emerging Markets 628 Competing with the New Champions 633 Targeting/Positioning Strategies in Emerging Markets 640 Entry Strategies for Emerging Markets 645 Product Policy 647 Pricing Strategy 650 The Distribution Challenge 651 Communication Strategies for Emerging Markets 654 Summary 657 Key Terms 657 Review Questions 657 Discussion Questions 657 Further Reading 658 19 Global Marketing and the Internet 659 Barriers to Global Internet Marketing 661 Global Internet Consumers 668 Globally Integrated versus Locally Responsive Internet Marketing Strategies 669 The Internet and Global Product Policy 671 Global Pricing and the Web 673 Global Distribution Strategies and the Internet 675 The Role of the Internet for Global Communication Strategies 680 Summary 685 Key Terms 685 Review Questions 685 Discussion Questions 686 Further Reading 686 20 Sustainable Marketing in the Global Marketplace 687 Global Corporate Citizenship 688 Major Areas of CSR 691 The Case for Sustainability 699 Challenges for Sustainability Strategies 702 Sustainable Marketing and Global Consumers 706 Developing and Implementing a Sustainable Strategy 709 Global Stakeholder Engagement Programs 715 Sustainable Marketing Mix Policy for the Global Marketplace 716 Crisis Management and Consumer Boycotts 722 Summary 726 Key Terms 726 Review Questions 726 Discussion Questio.