GLOBAL MARKETING MANAGEMENT 全球营销管理(第五版)

内容提要 本书作者所著的《多国营销管理》（1974）一书曾开创国际市场营 销之先河。本书则沿袭了《多国营销管理》的优点，即将最新的实践 经验与研究成果和对该领域未来发展的预期引入书中，同时，把MBA 课程的案例训练与行文内容相结合，从而使该书在世界范围内具有一 定的影响。 全书共分五部分十九章。分别讲述概念及基本理论、营销环境、 市场分析、营销战略和营销组合，把战略性思想贯穿始终。并细致地 分析了跨国公司的动态发展阶段，对每一阶段的各个方面都有相应的 针对性论述。书中关于竞争优势和策略同盟的部分也很有特色，而最 后一部分将营销组合综合考虑的方法无疑能引导读者学会纵观全局。 由于兼顾到理论与实际，本书既适合学生学习也可用作实际工作 者的参考。但书中并没有对操作细节的赘述，着重训练思维而不是面 向实务，因为能紧密围绕中心，结果与重点比较合理，避免了许多同类书籍头绪太多而成为一盘散沙、组织不起来的缺点。虽然有所侧重 ，但并不妨碍全貌的完整。第五版比较以前各版更为全面和细致。为 了保持完整性，除新加章节外作者更对旧有章节进行了全面改写，加 上文字流畅，思路引人入胜，有一气呵成之感。从某种意义上说，本 书代表了管理学者的国际经济学观点，而营销已经被揉合在经营哲字 里面，所以才更深入、更生动。 本书既可用作大学商学院的教学用书，也可供买务人员参考。

PREFACE PART ONE: A CONCEPTUAL OVERVIEW One Introduction to Global Marketing MARKETING: A UNIVERSAL DISCIPLINE The Marketing Concept The Three Principles of Marketing FROM DOMESTIC TO GLOBAI/TRANSNATIONAL MARKETING Domestic Marketing Export Marketing International Marketing Multinational Marketing Global/Transnational Marketing THE THEORY OF THE CASE The Theory of Comparative Advantage DRIVING AND RESTRAINING FORCES Driving Forces Restraining Forces UNDERLYING FORCES OF INTERNATIONAL BUSINESS Orientations of Management The Intemational Monetary Framework The World Trading System Global Peace Domestic Economic Growth Communications and Transportation Technology The Global/Transnational Corporation CONCLUSION OUTLINE OF THIS BOOK Summary Discussion Questions Two Global Marketing Planning KEY CONCEPTS Strategy The Company in the World Clustering, Segmentation, and Target Marketing Environmental Sensitivity Unifying and Differentiating Influences Product Life Cycle/Market Life Cycle The Product Trade-Cycle Model THE STAGES OP DEVELOPMENT OF THE TRANSNATIONAL CORPORATION: A DYNAMIC TYPOLOGY Stage One-Domestic Stage Two-International Stage Three-Multinational Stage Four-Global Stage Five--Transnational The Stages Compared An Emerging Transnational Company: The News Corporation REQUIREMENTS FOR A SUCCESSFUL GLOBAL MARKETING PLAN What Kind of Global Plan? Planning Practices Summary Discussion Questions Bibliography Cases Which Company Is Transnational Euro Disney in Trouble PART TWO: THE GLOBAL MARKETING ENVIRONMENT Three Economic Environment THE WORLD ECONOMY-AN OVERVIEW ECONOMIC SYSTEMS Market Allocation Command Allocation Mixed System Productivity Around the Globe MARKET DEVELOPMENT Stages of Market Development The Location of Income The Location of Population Marketing and Economic Development CONSUMPTION PATTERNS Engel's Law Product Saturation Levels BALANCE OF PAYMENTS TRADE PATTERNS Merchandise Trade Services Trade NATIONAL CONTROLS OF INTERNATIONAL TRANSFERS Why Identify Control Motives? THE GLOBAL ENVIRONMENT Summary Discussion Questions Bibliography Four Social and Cultural Environments BASIC ASPECTS OF CULTURE The Search for Cultural Universals The Anthropologist's Standpoint Communication ANALYTICAL APPROACHES TO CULTURAL FACTORS Introduction The Need Hierarchy The Self-Reference Criterion Diffusion Theory High- and Low-Context Cultures Perception NEGOTIATIONS: CROSS CULTURAL CHALLENGES INDUSTRIAL PRODUCTS CONSUMER PRODUCTS NATIONALISM CROSS-CULTURAL COMPILATIONS AND SUGGESTED SOLUTIONS Training in Cross-Cultural Competency Summary Discussion Questions Bibliography Five Legal and Regulatory Environment INTERNATIONAL LAW NATION-STATES AND SOVEREIGNTY Conflict of Laws Extraterritorial Reach Freedom of Contract Should Not Be Taken for Granted REGIONAL ORGANIZATIONS: THE EU EXAMPLE CONFLICT RESOLUTION, DISPUTE SETTLEMENT AND LITTGATION Alternatives to Litigation for Dispute Settlement Critical Elements of Arbitration RELEVANT BUSINESS ISSUES Establishment Patents and Trademarks Recourse Taxes Dilution of Equity-Control Expropriation Communist Countries LICENSING Examples ANTITRUST BRIBERY AND CORRUPTION The Foreign Corrupt Practices Act (FCPA) REGULATORY AGENCIES The GATT Legal System Summary Discussion Questions Bibliography Six Foreign Exchange and Financial Decisions A BRIEF HISTORY OF THE INTERNATIONAL FINANCIAL SYSTEM 1944-1971 Today's System: Managed Dirty Float with SDRs FOREIGN EXCHANGE Foreign Exchange Market Dynamics Forecasting Foreign Exchange Rates BUSINESS IMPLICATIONS OF EXCHANGE RATE FLUCTUATIONS Exchange Rate Exposure Operating Exposure MANAGING EXCHANGE RATE EXPOSURE Tools for Managing Transaction Exposure Managing Translation Exposure Managing Economic Exposure Summary Discussion Questions Bibliography Cases Club Med, Inc.The Special Challenge of GroWth Fried Chicken in Japan PART THREE: TARGETING GLOBAL MARKETS Seven Global Marketing Information Systems and Research ELEMENTS OP A GLOBAL INFORMATION SYSTEM Information Subject Agenda Scanning Modes: Surveillance and Search SOURCES OF INFORMATION Human Sources Documentary Sources Perception Sources Information Pcrception and Media MARKETING RESEARCH Comparability of International Data Assessing Market Opportunity Special Problems in International Marketing Research Five Rules for International Research Survey Research Sampling ANALYTICAL TECHNIQUES FOR RESEARCHING INTERNATIONAL MARKETS Demand Pattern Analysis Income Elasticity Measurements Estimation by Analogy Comparative Analysis Cluster Analysis Multiple-Factor Indexes Regression Analysis HEADQUARTERS CONTROL OF GLOBAL MARKETING RESEARCH The Management of the Marketing Information System The Marketing Information System as a Strategic Asset An Integrated Approach to Information Collection Summary Discussion Questions Bibliography Eight Global Segmentation, Targeting, and Positioning GLOBAL MARKET SEGMENTATION Demographic Segmentation Psychographic Segmentation Behavior Segmentation Benefit Segmentation GLOBAL TARGETING Criteria for Targeting Selecting a Global Target Market Strategy GLOBAL PRODUCT POSITIONING High-Tech Positioning High-Touch Positioning WORLD MARKETS Economic Cooperation and Preferential Trade Arrangements Regional Economic Cooperation Regional Market Characteristics MARKETING IN LESS DEVELOPED COUNTRIES Summary Bibliography Cases Choufont-Salva, Inc. Swatch Watch U.S.A.: Creative Marketing Strategy PART FOUR: FORMULATING GLOBAL MARKETING STRATEGY Nine Sourcing Decisions and the Value Chain THE SOURCING CHALLENGE Value The Value Chain THE VALUE SYSTEM THE VALUE CHAIN AND THREE STRATEGIC ROLES OF GLOBAL MARKETING SOURCING AND THE TRADE CYCLE DECISION CRITERIA Factor Costs and Conditions Transportation Costs Country Infrastructure Political Risk Market Access Foreign Exchange SOURCING STRATEGY ALTERNATIVES Sourcing Strategies of Stage-Two (International) Companies Sourcing Strategies of Stage-Three (Multinational) Companies Sourcing Strategies of Stage-Four (Global) Companies Sourcing Strategies of Stage-Five (Transnational) Companies Summary Discussion Questions Bibliography Appendix: The Value System in the Automobile Industry Ten Strategy Alternatives for Global Market Entry and Expansion GLOBAL ENTRY AND EXPANSION: MARKETING AND VALUE CHAIN MANAGEMENT ISSUES EXPORTING Automobiles: From Export to Local Sourcing Perrier Water: Exported from "The Source" LICENSING JOINT VENTURES OWNERSHIP MARKET EXPANSION STRATEGIES MARKET POSITION-A STRATEGIC GUIDE MARKETING STRATEGIES OF U.S., EUROPEAN, AND JAPANESE MULTINATIONAL SUBSIDIARIES ALTERNATIVE STRATEGIES: STAGES OF DEVELOPMENT MODEL Summary Discussion Questions Bibliography Eleven Competitive Analysis and Strategy INDUSTRY ANALYSIS: FORCES INFLUENCING COMPETITION Threat of New Entrants Threat of Substitute Products Bargaining Power of Buyers Bargaining Power of Suppliers Rivalry Among Competitors COMPETITIVE ADVANTAGE Generic Strategies for Creating Competitive Advantage Competitive Advantage for Global Marketers GLOBAL COMPETITION AND NATIONAL COMPETITIVE ADVANTAGE Factor Conditions Demand Conditions Related and Supporting Industries Firm Strategy, Structure, and Rivalry Chance Government The System of Determinants Summary Bibliography Twelve Cooperative Strategies and Global Strategic Parnerships REASONS TO COLLABORATE IN GLOBAL STRATEGIC PARTNERSHIPS ADVANTAGES OF GOING IT ALONE THE NATURE OF GLOBAL STRATEGIC PARTNERSHIPS SUCCESS FACTORS Alliances with Asian Competitors CFM Intemational/GE/Snecma: A Success Story AT&T/Olivetti: A Failure Boeing/Japan: A Controversy COOPERATIVE STRATEGIES IN JAPAN: KEIRETSU How Keiretsn Affect American Business: Two Examples INTERNATIONAL PARTNERSHIPS Asia-Pacific COOPERATIVE STRATEGIES IN THE UNITED STATES: TARGETING THE DIGITAL FUTURE BEYOND STRATEGIC ALLIANCES Summary Discussion Questions Bibliography Cases Metro Corporation: Teohnology Licensing Negotiation Odysseus, Inc. (The Decision to Go "Intemational") Global Competition--Motorcycles, 1955-1985 Harley-Davidson Motor Co., Inc.: Defending a Piece of the Domestic Pie PART FIVE: THE GLOBAL MARKETING MIX Thirteen Product Decisions BASIC CONCEPTS Definition of a Product Product Classifications FIVE PRODUCT CHARACTERISTICS GLOBAL BRANDS Same Positioning Same Marketing Approach PRODUCT SATURATION LEVELS IN GLOBAL MARKETS PRODUCT DESIGN Preferences Cost Laws and Regulations Compatibility ATTITUDES TOWARD FOREIGN PRODUCTS GEOGRAPHIC EXPANSION-STRATEGIC ALTERNATIVES Strategy 1: Product--Communications Extension (Dual Extension) Strategy 2: Product Extensibn-Communications Adaptation Strategy 3: Product Adaptation-Communications Extension Strategy 4: Dual Adaptation Strategy 5: Product Invention How to Choose a Strategy Product--Market Analysis NEW PRODUCTS IN GLOBAL MARKETING Identifying New-Product Ideas The International New-Product Department Introducing New Products in National Markets Comparative Analysis Summary Discussion Questions Bibliography Fourteen Pricing Decisions GLOBAL PRICING STRATEGIES Setting Prices: The Japanese Approach Pricing Objectives Using Sourcing as a Strategic Tool in Pricing Products Dumping ENVIRONMENTAL INFLUENCES ON PRICING DECISIONS Pricing in an Inflationary Environment Devaluation and Revaluation Government Controls and Subsidies Competitive Behavior Market Demand TRANSFER PRICING Transfer at Cost Cost-Plus Pricing Market-Based Transfer Price "Arm's-Length" Transfer Pricing Tax Regulations and Transfer Prices Sales of Tangible Property Competitive Pricing Importance of Section 482 Regulations Other Constraints on International Pricing Joint Ventures GLOBAL PRICING: THREE POLICY ALTERNATIVES Extension/Ethnocentric Adaptation/Polycentnc Invention /Geocentric Summary Discussion Questions Bibliography Appendix 1: Trade Terms Appendix 2: Section Fifteen Channel Decisions CHANNEL OBJECTIVES AND CONSTRAINTS Customer Characteristics Product Characteristics Intermediary Characteristics Environmental Characteristics CHANNEL TERMINOLOGY CHANNEL STRUCTURE Consumer Products Global Retailing Industrial Products CHANNELS IN LESS DEVELOPED COUNTRIES INTERNATIONAL CHANNEL INNOVATION CHANNEL STRATEGY FOR NEW MARKET ENTRY CASE EXAMPLE: JAPAN Six Steps to a Japanese Distribution Strategy Summary Discussion Questions Bibliography Sixteen Global Marketing Communications Decisions: Advertising GLOBAL ADVERTISING AND BRANDING ADVERTISING AND STAGES OP ECONOMIC DEVELOPMENT GLOBAL ADVERTISING CONTENT: THE "EXTENSION" VERSUS "ADAPTATION" DEBATE ADVERTISING APPEALS AND PRODUCT CHARACTERISTICS CREATING ADVERTISING Art Direction Copy GLOBAL MEDIA DECISIONS Media Vehicles and Expenditures Media Decisions Selecting Advertising Agencies Summary Discussion Questions Bibliography Appendix: World Advertising Expenditures Seventeen Exporting and Importing ORGANIZATIONAL EXPORT ACTIVITIES NATIONAL POLICIES GOVERNING EXPORTS AND IMPORTS Government Programs Supporting Exports Export Expansion: The U.S. Example Export/import Licensing Trade Negotiations Nontariff Barriers Tariff Classification THE DECISION TO INVESTIGATE EXPORT MARKETS CHOOSING EXPORT MARKETS Creating a Product-Market Profile Market Selection Visiting the Potential Market Developing an Export Program MARKET ACCESS CONSIDERATIONS Tariff Systems Single-Column Tariff Two-Column Tariff Preferential Tariff Customs Valuation Code Types of Duties Other Import Charges EXPORT ORGANIZATION 1: MANUFACTURER'S COUNTRY Extemal Independent Export Organizations In-House Export Organization EXPORT ORGANIZATION 11: MARKET COUNTRY Direct Market Representation Independent Representation Piggyback Marketing EXPORT FINANCING/METHODS OF PAYMENT Letters of Credit Documentary Collections (Drafts) Cash in Advance Sales on Open Account Sales on a Consignment Basis BARTER AND COUNTERTRADE Barter Countertrade Summary Discussion Questions Biliography Appendix 1: Export Agents and Organizations-Glossary of Terms Appendix 2: Global Opportunities for Small Companies: The Case of Aremco Cnscs Grasse Fragrances SA Hot Shot to Japan: An International Marketing Case Study Ito-Yokado Company Kodak versus Fuji: A Case of Japanese-American Strategic Interaction A.S. Norlight Richardson Manufacturing Company, Inc. A Domestic Company Considers International Marketing Opportunities Eighteen Leading, Organizing, and Controlling the Global Marketing Effort LEADERSHIP Core Competence Teams ORGANIZATION Patterns of International Organizational Development International Division Structure Regional Management Centers Beyond the International Division Geographical Structure Worldwide Product Division Structure Strategic Business Units The Matrix Structure Relationship Among Structure, Foreign Product Diversification, and Size Organization Structure and National Origin Getting Off the Reorganizational Merry-Go-Round GLOBAL MARKETING MANAGEMENT CONTROL Formal Control Methods Evaluating Performance Influences on Marketing Budgets Share of Market Informal Control Methods Variables Influencing Control Types of Control Communications Communications Guidelines The Global Marketing Audit Summary Discussion Questions Bibliography Appendix: Asea Brown Boveri (ABB): Leadership in Action Nineteen The Future of Global Marketing THE CHANGING WORLD ECONOMY GLOBAL CORPORATIONS IN THE EVOLVING INTERNATIONAL ECONOMIC ORDER Summary Bibliography Appendix: Establishing a Presence Around the Globe Cases Parker Pen Co. (A): International Marketing Strategy Review Parker Pen Co. (B): Parker Goes Global Parker Pen Co. (C): An Interview with Dr. Dennis Thomas The Publishing Revolution: A View from the Inside