具体描述
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。
好的，以下是一份关于一本名为《全球营销管理》（第五版）的图书的简介，内容专注于其他相关领域，避免提及您提供的书名或其具体内容。 --- 《国际商务战略与跨文化管理：全球化时代的竞争优势》 内容提要 在全球化浪潮席卷的今天，企业面临的挑战已不再局限于本土市场。成功的国际扩张不仅要求对目标市场有深刻理解，更需要一套融汇战略规划、组织结构调整和文化适应的综合体系。本书《国际商务战略与跨文化管理：全球化时代的竞争优势》正是为应对这一复杂环境而设计的，旨在为商界领袖、战略规划师以及有志于国际商务领域的专业人士提供一套系统、实用的分析框架和行动指南。 本书的核心目标在于剖析企业如何在全球范围内构建并维持其竞争优势。我们认识到，在技术迭代加速和地缘政治不确定性增加的背景下，传统的国际化路径已不再适用。因此，本书采取了一种多维度的视角，将战略选择、组织能力与文化敏感性置于同等重要的地位。 第一部分：全球化时代的战略重塑 本书的开篇聚焦于宏观环境的分析与战略定位。我们深入探讨了当前全球经济格局的关键驱动力——从供应链的重构到数字化转型的深化。传统的波特五力模型在跨国界竞争中如何演变？企业应如何评估和选择进入新市场的模式，是采用出口、合资、并购还是绿地投资？ 我们详细阐述了基于资源的观点（Resource-Based View, RBV）在国际化中的应用，强调企业独特的、难以模仿的核心能力（如专有技术、品牌资产或管理流程）如何转化为全球竞争壁垒。随后，我们将探讨全球价值链（Global Value Chain, GVC）的管理策略，分析企业应如何在全球范围内布局研发、生产和营销职能，以实现效率与响应速度的平衡。特别地，本书对“双元性”（Ambidexterity）战略进行了深入讨论——即企业如何在追求现有业务效率的同时，积极探索并培育面向未来的创新机会。 第二部分：跨文化领导力与组织适应性 成功的国际化绝非仅是产品或服务的简单复制。文化差异是跨国运营中最具挑战性的变量。本书将文化理论与实践管理紧密结合，重点关注跨文化沟通、谈判技巧以及组织行为的在地化调整。 我们借鉴了霍夫斯泰德（Hofstede）、特龙皮纳尔斯（Trompenaars）等主要文化维度理论，并辅以大量的案例分析，展示不同文化背景下的决策制定、激励机制和冲突解决方式。本书强调，跨文化智能（Cultural Intelligence, CQ）是现代国际管理者必备的核心素质。管理者需要培养感知、理解、适应并有效应对文化差异的能力，从而有效领导多元文化团队，建立信任，并确保跨国项目顺利推进。 组织结构层面，本书对比分析了多国公司（Multinational Structure）、全球公司（Global Structure）和跨国公司（Transnational Structure）的优劣势，并探讨了在数字化赋能下，如何设计一个既能保证全球一致性，又能对本地市场做出快速反应的组织架构。 第三部分：国际运营的执行与风险控制 战略的落地依赖于高效的运营管理。本书的第三部分深入探讨了国际运营中的关键环节，特别是供应链弹性与合规性。 在全球供应链管理方面，我们分析了“近岸化”（Nearshoring）和“友岸外包”（Friend-shoring）等新兴趋势对传统物流网络的影响。如何利用技术（如物联网、区块链）提高供应链的透明度和可追溯性，同时降低地缘政治风险带来的中断，是本部分讨论的重点。 此外，国际人力资源管理（IHRM）的复杂性也得到了充分的体现。从高管的跨国派遣与薪酬设计，到本地人才的招募与培养，再到确保全球劳工标准的统一，本书提供了一套全面的框架来管理国际化的人力资本。 最后，风险管理被提升到战略高度。本书详细阐述了政治风险、汇率风险、法律合规风险的识别、量化与对冲策略。我们强调，在日益严格的国际监管环境下（如数据隐私保护、反腐败法），企业必须建立稳健的内部控制和治理体系，以确保可持续的全球运营。 适用读者 本书是为以下群体量身打造的： MBA及高级管理教育项目的学生和学员。 跨国企业的中高层管理者，尤其是负责国际业务拓展、战略规划和人力资源的部门负责人。 咨询顾问和政策制定者，需要全面理解全球化商业动态的专业人士。 通过系统学习，读者将能够掌握在复杂多变的全球环境中制定清晰战略、建设适应性组织并有效管理跨文化团队的能力，最终在全球竞争中赢得持久的优势。 ---
作者简介
目录信息
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
· · · · · · (收起)
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
· · · · · · (收起)
读后感
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从定价和内容的性价比来看，这本书的价值是毋庸置疑的，它提供了对全球营销这一宏大主题的全面、系统性的梳理。然而，在关于“可持续性”和“社会责任营销”（CSR）的深度方面，我希望能看到更多超越表面口号的探讨。如今的Z世代消费者和投资者，对企业的环境、社会和治理（ESG）表现有着极高的要求。这本书虽然提到了“企业社会责任”，但更像是一个附加项，而非核心战略驱动力。我期待看到如何将可持续发展目标（SDGs）真正内嵌到产品定位、渠道选择甚至定价策略中去，并量化这种“绿色溢价”的市场接受度。例如，在发达国家和发展中国家推行差异化的环保营销信息，其潜在的消费者反应差异，书中讨论得还不够深入。这本书的框架很棒，但需要注入更多关于未来商业伦理和价值驱动营销的新鲜血液。
评分这本《全球营销管理》确实是挺有深度的，不过我读完之后感觉，它在探讨一些前沿的数字营销趋势方面，好像没有像我期待的那样深入挖掘。比如说，社交媒体平台如何在全球不同文化背景下进行精准的内容本地化，以及利用人工智能进行个性化推荐的实战案例，书里提得比较笼统，更偏向于传统的市场调研和战略制定。我个人比较期待看到一些更具体的操作指南，比如如何搭建一个跨国界的数字营销团队，以及如何量化不同渠道的ROI，而不是停留在理论层面。感觉作者更侧重于宏观的战略视角，对于战术层面的执行细节，比如SEO的国际化优化技巧或者网红营销的最新动态，涉及得比较浅。如果能加入一些最新的技术应用案例分析，比如元宇宙营销或者Web3.0在跨境电商中的潜力，那这本书的价值会大大提升。整体来说，它更像是一本扎实的入门或中级教材，适合建立基本框架，但在追逐瞬息万变的数字营销前沿时，略显保守了些。
评分这本书的语言风格略显学术化，阅读体验上偶尔会让人感到有些枯燥。虽然信息的密度很高，但行文的节奏感把握得不够灵活。尤其是在一些章节，专业术语的堆砌感较强，对于非科班出身或者初次接触全球营销的读者来说，门槛可能会稍微高一些。我个人更欣赏那种能够将复杂概念用生动、形象的比喻串联起来的写作方式，让概念“活”起来。这本书在这方面做得中规中矩，没有太多令人眼前一亮的叙事技巧。我常常需要反复阅读才能完全消化其中的某个模型。如果作者能够在章节之间穿插一些更具戏剧性的全球营销失败或成功的“故事”，用故事来印证理论，我想读者的粘性会高得多，学习过程也会更加愉悦和难忘。这更像是一份严谨的学术报告，而非一本引人入胜的商业管理实战手册。
评分说实话，这本书的理论框架构建得非常扎实，逻辑清晰得让人佩服，但对于我这种更注重实际操作的读者来说，总觉得缺少了一点“烟火气”。书中对PESTEL分析、波特五力模型在国际市场环境下的应用讲解得非常透彻，但当我合上书本，试图马上应用到我目前负责的某个新兴市场时，会发现很多环节需要我自己去“脑补”如何与现实中的复杂性对接。比如，在谈到跨文化沟通障碍时，更多的是描述现象，而非提供一套经过市场验证的、行之有效的沟通工具箱。我希望看到更多“如何做”（How-to）的深度内容，而不是“应该做什么”（What should be done）的原则指导。市场案例虽然有，但很多都比较经典，缺乏近三五年的高强度、高风险的真实商业决策复盘。总而言之，它是一份优秀的“路线图”，但需要读者自己去填充具体的“驾驶技巧”。
评分这本书在处理全球供应链与物流，以及国际贸易法规变动对营销策略影响的章节，给我的感觉是相对滞后和片面的。在全球化遭遇逆流、地缘政治风险日益增大的今天，弹性供应链和“近岸外包”（Nearshoring）的战略价值被提到了前所未有的高度。然而，书中对这些新挑战的讨论显得有些轻描淡写，更多地聚焦于传统的关税和汇率问题。我更想看到的是，面对日益碎片化的全球贸易环境，企业如何构建一个既能保持成本优势又能快速响应市场变化的混合式供应链模型。此外，在知识产权保护和数据跨境传输的合规性方面，最新的监管动态（例如GDPR之外的新兴地区法规）涉及得不够及时。这本书似乎更适合十年前的市场环境，对于当前这种“去风险化”的大背景下的营销决策制定，提供的指导性略显不足。
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