(BQ) Part 2 book Global marketing has contents: Brand and product decisions in global marketing, pricing decisions, global marketing channels and physical distribution, global marketing and the digital revolution, strategic elements of competitive advantage,... and other contents.
Part Four The Global Marketing Mix 10 Brand and Product Decisions in Global Marketing MyMarketingLab™ Improve Your Grade! Over 10 million students improved their results using the Pearson MyLabs Visit mymktlab.com for simulations, tutorials, and end-of-chapter problems CASE 10-1 The Beatles Story, Liverpool T he global music business is a major industry; annual global sales of recorded music are valued at over $15 billion Worldwide interest in legendary artists such as Elvis Presley and the Beatles has also led to growth in music-based visitor attractions and music tourism in the United States and the United Kingdom, two countries that are strongly associated with the music and entertainment industries Elvis Presley’s home, the Graceland Mansion in Memphis, Tennessee, attracts over 600,000 Exhibit 10-1 The Beatles Story is a museum with a permanent exhibition of artifacts, memorabilia, and collector’s items from the lives of the Fab Four in their hometown of Liverpool With other special exhibitions and learning-oriented programs, the place receives a crowd of 300,000 annually Source: Tutti Frutti/Shutterstock 314 M10_KEEG7389_08_SE_C10.indd 314 12/03/14 9:33 PM visitors each year The Beatles Story, Liverpool tells the story of the band from its early days through the height of Beatlemania and attracts large numbers of visitors from all over the world Fans also visit locations made famous by album covers, such as the iconic crosswalk featured on the album cover of the Beatles’ “Abbey Road” album These consumers are buying into world famous music brands; they are buying the songs, the experience, and the merchandise; and, in the case of the Beatles and Elvis, they are buying into musical and cultural memories shared by millions of music fans worldwide The growth and success of the global music industry illustrates the point that products are the most important part of a company’s marketing offering It is the product, the brand, its packaging, and the services supplied with the product that together meet the needs of the consumer and offer the unique added value that the consumer is willing to pay for In Part 3, we studied the topics that directly affect product decisions when an organization is formulating a marketing strategy for global markets Global marketing research information guides the development of products suitable for international markets The market must be segmented and the global consumer’s profile understood so that appropriate product positioning can be developed Global marketers also have to make appropriate market entry and distribution decisions to ensure that their product is fully available to the consumer As we will see in Part 4, every element of the global marketing mix must support and fit with the product This chapter examines the main aspects of global product and brand decisions We begin with a review of product and brand concepts, followed by a discussion of how products can be adapted to meet the needs of international markets The guidelines for global brand leadership are discussed and attitudes towards foreign products are explored Finally the strategic alternatives in global marketing are identified and new product development processes are discussed Once you have read the chapter, turn to Case 10-1 at the end of the chapter to learn more about the branding and marketing of the Beatles Story, Liverpool Learning Objectives Review the basic product concepts that underlie a Outline the importance of “country of origin” as a Compare and contrast local products and brands, List the five strategic alternatives that marketers can successful global marketing product strategy international products and brands, and global products and brands Explain how Maslow’s needs hierarchy helps global brand element utilize during the global product planning process Explain the new-product continuum and compare and contrast the different types of innovation marketers understand the benefits sought by buyers in different parts of the world Basic Product Concepts The product P of the marketing mix is at the heart of the challenges and opportunities facing global companies today: Management must develop product and brand policies and strategies that are sensitive to market needs, competition, and the company’s ambitions and resources on a global scale Effective global marketing often entails finding a balance between the payoff from extensively adapting products and brands to local market preferences and the benefits that come from concentrating company resources on relatively standardized global products and brands A product is a good, service, or idea with both tangible and intangible attributes that collectively create value for a buyer or user A product’s tangible attributes can be assessed in physical terms, such as weight, dimensions, or materials used Consider, for example, a flat-panel TV with an LCD screen that measures 42 inches across The unit weighs 22 pounds, is inches deep, features four high-definition media interface (HDMI) connections, has a built-in tuner capable of receiving high-definition TV signals over the air, and delivers a screen resolution of 1080p with a 120 Hz screen-refresh rate These tangible, physical features and attributes translate into benefits that enhance the enjoyment of watching HDTV broadcasts and DVD movies Accessories such as wall mounts and floor stands enhance the value offering by enabling great flexibility 315 M10_KEEG7389_08_SE_C10.indd 315 12/03/14 9:33 PM 316 Part 4 • The Global Marketing Mix in placing the set in a living room or home theater Intangible product attributes, including the status associated with product ownership, a manufacturer’s service commitment, and a brand’s overall reputation or mystique, are also important When shopping for a new TV, for example, many people want “the best”: They want a TV loaded with features (tangible product elements), as well as one that is “cool” and makes a status statement (intangible product element) Product Types A frequently used framework for classifying products distinguishes between consumer and industrial goods For example, Samsung offers products and services to both consumers and businesses worldwide Consumer and industrial goods, in turn, can be further classified on the basis of criteria such as buyer orientation Buyer orientation is a composite measure of the amount of effort a customer expends, the level of risk associated with a purchase, and buyer involvement in the purchase The buyer orientation framework includes such categories as convenience, preference, shopping, and specialty goods Electronics products are often high-involvement purchases, and many shoppers will compare several brands before making a decision Products can also be categorized in terms of their life span (durable, nondurable, and disposable) Samsung and other electronics companies market products that are meant to last for many years; in other words, they are durable goods As these examples from the electronics industry suggest, traditional product classification frameworks are fully applicable to global marketing Product Warranties A warranty can be an important element of a product’s value proposition An express warranty is a written guarantee that assures the buyer that he or she is getting what he or she has paid for or that provides recourse in case a product’s performance falls short of expectations In global marketing, warranties can be used as a competitive tool to position a company in a positive way For example, in the late 1990s Hyundai Motor America chief executive Finbarr O’Neill realized that many American car buyers perceived Korean cars as “cheap” and were skeptical about the Hyundai nameplate’s reliability The company had made significant improvements in the quality and reliability of its vehicles, but consumer perceptions of the brand had not kept pace with the changes O’Neill instituted a 10-year, 100,000-mile warranty program that represents the most comprehensive coverage in the auto industry Concurrently, Hyundai launched several new vehicles and increased expenditures for advertising The results have been impressive: Hyundai’s U.S sales jumped from about 90,000 vehicles in 1998 to more than 500,000 vehicles in 2011 Hyundai has also overtaken Toyota as Europe’s best-selling Asian car brand Packaging Oftentimes, packaging is an integral element of product-related decisions Packaging is an especially important consideration for products that are shipped to markets in far-flung corners of the world The term consumer packaged goods applies to a wide variety of products whose packaging is designed to protect or contain the product during shipping, at retail locations, and at the point of use or consumption “Eco-packaging” is a key issue today, and package designers must address environmental issues such as recycling, biodegradability, and sustainable forestry Packaging also serves important communication functions: Packages (and the labels attached to them) offer communication cues that provide consumers with a basis for making a purchase decision Today, many industry experts agree that packaging must engage the senses, make an emotional connection, and enhance a consumer’s brand experience According to Bernd Schmitt, director of Columbia University’s Center on Global Brand Leadership, “Packages are creating an experience for the customer that goes beyond the functional benefits of displaying and protecting the object.”1 Absolut Vodka, Altoids breath mints, and Godiva chocolates are a few examples of brands whose value proposition includes “experiential packaging.” Brewers, soft drink marketers, distillers, and other beverage firms typically devote considerable thought to ensuring that packages speak to consumers or provide some kind of benefit beyond simply holding liquid For example, a critical element in the success of Corona Extra beer in export markets was management’s decision to retain the traditional package design, M10_KEEG7389_08_SE_C10.indd 316 Queena Sook Kim, “The Potion’s Power Is in Its Packaging,” The Wall Street Journal (December 21, 2000), p B12 12/03/14 9:33 PM chapter 10 • Brand and Product Decisions in Global Marketing 317 which consists of a tall transparent bottle with “Made in Mexico” etched directly on the glass At the time, the conventional wisdom in the brewing industry was that export beer bottles should be short, green or brown in color, and have paper labels In other words, the bottle should resemble Heineken’s! The fact that consumers could see the beer inside the Corona Extra bottle made it seem more pure and natural Today, Corona is the top-selling imported beer brand in the United States, Australia, Belgium, the Czech Republic, and several other countries.2 Coca-Cola’s distinctive (and trademarked) contour bottle comes in both glass and plastic versions and helps consumers seek out the “real thing.” The bottle design dates back to 1916, and was intended to differentiate Coke from other soft drinks The design is so distinctive that a consumer could even use his or her sense of touch to identify the bottle in the dark! The Coke example also illustrates the point that packaging strategies can vary by country and region In North America, where large refrigerators are found in many households, one of Coca-Cola’s packaging innovations is the Fridge Pack, a long, slender carton that holds the equivalent of 12 cans of soda The Fridge Pack fits on a refrigerator’s lower shelf and includes a tab for easy dispensing In Latin America, by contrast, Coca-Cola executives intend to boost profitability by offering Coke in several different-sized bottles Until recently, for example, 75 percent of Coke’s volume in Argentina was accounted for by 2-liter bottles priced at $0.45 each Coke has also introduced cold, individual-serving bottles priced at $0.33 that are stocked in stores near the front; unchilled, 1.25-liter returnable glass bottles priced at $0.28 are available on shelves farther back in the store.3 Other innovation examples include the following: ● ● ● Grey Goose, the world’s top-selling super-premium vodka brand, is the brainchild of the late Sidney Frank The owner of an importing business in New Rochelle, New York, Frank first devised the bottle design and name Only then did he approach a distiller in Cognac, France, to create the actual vodka.4 Nestlé’s worldwide network of packaging teams contribute packaging improvement suggestions on a quarterly basis Implemented changes include a plastic lid to make ice cream containers easier to open; slightly deeper indentations in the flat end of candy wrappers in Brazil that make them easier to rip open; and deeper notches on single-serve packets of Nescafé in China Nestlé also asked suppliers to find a type of glue to make the clicking sound louder when consumers snap open a tube of Smarties brand chocolate candies.5 When GlaxoSmithKline launched Aquafresh Ultimate in Europe, the marketing and design team wanted to differentiate the brand from category leader Colgate Total Most tube toothpaste is sold in cardboard cartons that are stocked horizontally on store shelves The team designed the Aquafresh Ultimate tube to stand up vertically The tubes are distributed to stores in shelf-ready trays, and the box-free packaging saves hundreds of tons of paper each year.6 Labeling One hallmark of the modern global marketplace is the abundance of multilanguage labeling that appears on many products In today’s self-service retail environments, product labels may be designed to attract attention, to support a product’s positioning, and to help persuade consumers to buy Labels can also provide consumers with various types of information Obviously, care must be taken that all ingredient information and use and care instructions are properly translated The content of product labels may also be dictated by country- or region-specific regulations Regulations regarding mandatory label content vary in different parts of the world; for example, the EU now requires mandatory labeling for some foods containing genetically modified ingredients Regulators in Australia, New Zealand, Japan, Russia, and several other countries have also proposed similar legislation In the United States, the Nutrition Education and Labeling Act that Sara Silver, “Modelo Puts Corona in the Big Beer League,” Financial Times (October 30, 2002), p 26 Betsy McKay, “Coke’s Heyer Finds Test in Latin America,” The Wall Street Journal (October 15, 2002), p B4 Christina Passarielo, “France’s Cognac Region Gives Vodka a Shot,” The Wall Street Journal (October 20, 2004), p B1 Deborah Ball, “The Perils of Packaging: Nestlé Aims for Easier Openings,” The Wall Street Journal (November 17, 2005), p B1 Clare Dowdy, “GlaxoSmithKline’s New Toothpaste,” Financial Times (August 11, 2011), p M10_KEEG7389_08_SE_C10.indd 317 12/03/14 9:33 PM 318 Part 4 • The Global Marketing Mix went into effect in the early 1990s was intended to make food labels more informative and easier to understand Today, virtually all food products sold in the United States must present, in a standard format, information regarding nutrition (e.g., calories and fat content) and serving size The use of certain terms such as light and natural is also restricted Other examples of labeling in global marketing include the following: ● ● ● ● ● Mandatory health warnings on tobacco products are required in most countries The American Automobile Labeling Act clarifies the country of origin, the final assembly point, and the percentages of the major sources of foreign content of every car, truck, and minivan sold in the United States (effective since October 1, 1994) Responding to pressure from consumer groups, in 2006 McDonald’s began posting nutrition information on all food packaging and wrappers in approximately 20,000 restaurants in key markets worldwide Executives indicated that issues pertaining to language and nutritional testing would delay labeling in 10,000 additional restaurants in smaller country markets.7 Nestlé introduced Nan, an infant-formula brand that is popular in Latin America, in the American market Targeted at Hispanic mothers, Nan’s instructions are printed in Spanish on the front of the can Other brands have English-language labeling on the outside; Spanish-language instructions are printed on the reverse side.8 In 2008, the United States enacted a country-of-origin labeling (COOL) law The law requires supermarkets and other food retailers to display information that identifies the country that meat, poultry, and certain other food products came from.9 Aesthetics In Chapter 4, the discussion of aesthetics included perceptions of color in different parts of the world Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product, label, or package Likewise, aesthetic styles, such as the degree of complexity found on a label, are perceived differently in different parts of the world For example, it has been said that German wines would be more appealing in export markets if the labels were simplified Aesthetic elements that are deemed appropriate, attractive, and appealing in one’s home country may be perceived differently elsewhere In some cases, a standardized color can be used in all countries; examples include the distinctive yellow color on Caterpillar’s earthmoving equipment and its licensed outdoor gear, the red Marlboro chevron, and John Deere’s signature green In other instances, color choices should be changed in response to local perceptions It was noted in Chapter that white is associated with death and bad luck in some Asian countries; when General Motors (GM) executives were negotiating with China for the opportunity to build cars there, they gave Chinese officials gifts from upscale Tiffany & Company in the jeweler’s signature blue box The Americans astutely replaced Tiffany’s white ribbons with red ones because red is considered a lucky color in China and white has negative connotations (see the Emerging Markets Briefing Book, p 326) Packaging aesthetics are particularly important to the Japanese This point was driven home to the chief executive of a small U.S company that manufactures an electronic device for controlling corrosion After spending much time in Japan, the executive managed to secure several orders for the device However, following an initial burst of success, Japanese orders dropped off; for one thing, the executive was told, the packaging was too plain “We couldn’t understand why we needed a five-color label and a custom-made box for this device, which goes under the hood of a car or in the boiler room of a utility company,” the executive said While waiting for the bullet train in Japan one day, the executive’s local distributor purchased a cheap watch at the station and had it elegantly wrapped The distributor asked the American executive to guess the value of the watch based on the packaging Despite all that he had heard and read about the Japanese obsession with quality, it was the first time the American Steven L Gray and Ian Brat, “Read It and Weep? Big Mac Wrapper to Show Fat, Calories,” The Wall Street Journal (October 26, 2005), p B1 Miriam Jordan, “Nestlé Markets Baby Formula to Hispanic Mothers in U.S.,” The Wall Street Journal (March 4, 2004), p B1 David Kesmodel and Julie Jargon, “Labels Will Say if Your Beef Was Born in the USA,” The Wall Street Journal (September 23, 2008), p B1 M10_KEEG7389_08_SE_C10.indd 318 12/03/14 9:33 PM chapter 10 • Brand and Product Decisions in Global Marketing 319 understood that, in Japan, “a book is judged by its cover.” As a result, the company revamped its packaging, seeing to such details as ensuring that the strips of tape used to seal the boxes are cut to precisely the same length.10 Basic Branding Concepts A brand is a complex bundle of images and experiences in the customer’s mind Brands perform two important functions First, a brand represents a promise by a particular company regarding a particular product; it is a type of quality certification Second, brands enable customers to better organize their shopping experience by helping them seek out and find a particular product Thus, an important brand function is to differentiate a particular company’s offering from all other companies’ offerings Customers integrate all their experiences of observing, using, or consuming a product with everything they hear and read about it Information about products and brands comes from a variety of sources and cues, including advertising, publicity, word of mouth, sales personnel, and packaging Perceptions of service after the sale, price, and distribution are also taken into account The sum of these impressions is a brand image, defined as perceptions about a brand as reflected by brand associations that consumers hold in their memories.11 Brand image is one way that competitors in the same industry sector differentiate themselves Take Apple and Nokia, for example Both market smartphones Former Apple CEO Steve Jobs was a constant media presence and a master at generating buzz; the iPhone, iPad, and other Apple products generally receive stellar reviews for their sleek designs, powerful functionality, and user-friendly features Apple’s retail stores reinforce the brand’s hip, cool image By contrast, Nokia’s brand image is more heavily skewed toward technology; few Nokia users are likely to know the name of the company’s chief executive.12 Another important brand concept is brand equity, which represents the total value that accrues to a product as a result of a company’s cumulative investments in the marketing of the brand Just as a homeowner’s equity grows as a mortgage is paid off over the years, brand equity grows as a company invests in the brand Brand equity can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time The stronger the relationship, the greater the equity For example, the value of global megabrands such as Coca-Cola and Marlboro runs in the tens of billions of dollars.13 As outlined by branding expert Kevin Keller, the benefits of strong brand equity include: ● ● ● ● ● ● ● Greater loyalty Less vulnerability to marketing actions Less vulnerability to marketing crises Larger margins More inelastic consumer response to price increases More elastic consumer response to price decreases Increased marketing communication effectiveness14 Warren Buffett, the legendary American investor who heads Berkshire Hathaway, asserts that the global power of brands such as Coca-Cola and Gillette permits the companies that own them to set up a protective moat around their economic castles As Buffett once explained, “The average company, by contrast, does battle daily without any such means of protection.”15 That 10 Nilly 11 Landau, “Face to Face Marketing Is Best,” International Business (June 1994), p 64 Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Upper Saddle River, NJ: Prentice Hall, 1998), p 93 12 Cassell Bryan-Low, “Apple, Nokia Face Off in UK Music-Phone Clash,” The Wall Street Journal (October 18, 2007), p B3 13 For a complete discussion of brand equity, see Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Upper Saddle River, NJ: Prentice Hall, 1998), Chapter 14 Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Upper Saddle River, NJ: Prentice Hall, 1998), p 93 15 John Willman, “Labels That Say It All,” Financial Times—Weekend Money (October 25–26, 1997), p M10_KEEG7389_08_SE_C10.indd 319 12/03/14 9:33 PM 320 Part 4 • The Global Marketing Mix “There is a strong local heritage in the brewing industry People identify with their local brewery, which makes beer different from detergents or electronic products.”16 —Karel Vuursteen, chairman, Heineken protection often yields added profit because the owners of powerful brand names can typically command higher prices for their products than can owners of lesser brands In other words, the strongest global brands have tremendous brand equity Companies develop logos, distinctive packaging, and other communication devices to provide visual representations of their brands A logo can take a variety of forms, starting with the brand name itself For example, the Coca-Cola brand is expressed in part by a word mark consisting of the words Coke and Coca-Cola written in a distinctive white script The “wave” that appears on red Coke cans and bottle labels is an example of a nonword mark logo, sometimes known as a brand symbol Nonword marks such as the Nike swoosh, the three-pronged Mercedes star, and McDonald’s golden arches have the great advantage of transcending language and are therefore especially valuable to global marketers To protect the substantial investment of time and money required to build and sustain brands, companies register brand names, logos, and other brand elements as trademarks or service marks As discussed in Chapter 5, safeguarding trademarks and other forms of intellectual property is a key issue in global marketing Local Products and Brands A local product or local brand is one that has achieved success in a single national market Sometimes a global company creates local products and brands in an effort to cater to the needs and preferences of particular country markets For example, Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated, ginseng-flavored beverage; a blended tea known as Sokenbicha; and the Lactia-brand fermented milk drink In India, Coca-Cola markets Kinely brand bottled water The spirits industry often creates brand extensions to leverage popular brands without large marketing expenditures For example, Diageo PLC markets Gordon’s Edge, a gin-based ready-to-drink beverage in the United Kingdom Allied Domecq created TG, a brand flavored with Teacher’s Scotch and guaraná, in Brazil.17 Local products and brands also represent the lifeblood of domestic companies Entrenched local products and brands can represent significant competitive hurdles to global companies entering new country markets In China, for example, a sporting goods company started by Olympic gold medalist Li Ning sells more sneakers than global powerhouse Nike In developing countries, global brands are sometimes perceived as overpowering local ones Growing national pride can result in a social backlash that favors local products and brands In China, a local TV manufacturer, Changhong Electric Appliances, has built its share of the Chinese market from 6 percent to more than 22 percent by cutting prices and using patriotic advertising themes such as “Let Changhong hold the great flag of revitalizing our national industries.” White-goods maker Haier Group has also successfully fought off foreign competition and now accounts for 40 percent of China’s refrigerator sales In addition, Haier enjoys a 30 percent share of both the washing machine and air conditioner markets Slogans stenciled on office walls delineate the aspirations of company president Zhang Ruimin: “Haier—Tomorrow’s Global Brand Name” and “Never Say ‘No’ to the Market.”18 In 2002, Haier Group announced a strategic alliance with Taiwan’s Sampo Group The deal, valued at $300 million, called for each company to manufacture and sell the other’s refrigerators and telecommunications products both globally and locally International Products and Brands International products and international brands are offered in several markets in a particular region For example, a number of “Euro products” and “Euro brands” such as Daimler’s two-seat Smart car are available in Europe; the Smart was recently launched in the United States as well (see Case 10-2) The experience of GM with its Corsa model in the early 1990s provides a case study in how an international product or brand can be taken global The Opel Corsa was a new model originally introduced in Europe GM then decided to build different versions of the Corsa for China, Mexico, and Brazil As David Herman, chairman of Adam Opel AG, noted, “The 16 John Willman, “Time for Another Round,” Financial Times (June 21, 1999), p 15 17 Deborah Ball, “Liquor Makers Go Local,” The Wall Street Journal (February 13, 2003), 18 p B3 John Ridding, “China’s Own Brands Get Their Acts Together,” Financial Times (December 30, 1996), p 6; Kathy Chen, “Global Cooling: Would America Buy a Refrigerator Labeled ‘Made in Quingdao’?” The Wall Street Journal (September 17, 1997), pp A1, A14 M10_KEEG7389_08_SE_C10.indd 320 12/03/14 9:33 PM chapter 10 • Brand and Product Decisions in Global Marketing 321 original concept was not that we planned to sell this car from the tip of Tierra del Fuego to the outer regions of Siberia But we see its possibilities are limitless.” GM calls the Corsa its “accidental world car.”19 Honda had a similar experience with the Fit, a five-door hatchback built on the company’s Global Small Car platform Following Fit’s successful Japanese launch in 2001, Honda rolled out the vehicle in Europe (where it is known as Jazz) Over the next few years, Fit was rolled out in Australia, South America, South Africa, and China The Fit made its North American market debut in 2006 Global Products and Brands Globalization is putting pressure on companies to develop global products and to leverage brand equity on a worldwide basis A global product meets the wants and needs of a global market A true global product is offered in all world regions, including the Triad and in countries at every stage of development A global brand has the same name and, in some instances, a similar image and positioning throughout the world Some companies are well established as global brands For example, when Nestlé asserts that it “Makes the very best,” the quality promise is understood and accepted globally The same is true for Gillette (“The best a man can get”), BMW (“The ultimate driving machine”), GE (“Imagination at work”), Harley-Davidson (“An American legend”), Visa International (“Life takes Visa”), and many other global companies (see Exhibit 10-2) Former Gillette CEO Alfred Zeien explained his company’s approach as follows: A multinational has operations in different countries A global company views the world as a single country We know Argentina and France are different, but we treat them the same We sell them the same products, we use the same production methods, we have the same corporate policies We even use the same advertising—in a different language, of course.20 Zeien’s remarks reflect the fact that Gillette creates competitive advantage by marketing global products and utilizing global branding strategies Gillette reaps economies of scale associated with creating a single ad campaign for the world and the advantages of executing a single Exhibit 10-2 In French (“La perfection au masculin”), German (“Für das Besteim Mann”), Italian (“Il meglio di un uomo”), Portuguese (“O melhorpara o homem”), or any other language, Gillette’s trademarked brand promise is easy to understand Source: KARIM SAHIB/AFP/Getty Images 19 Diana 20 Kurylko, “The Accidental World Car,” Automotive News (June 27, 1994), p Victoria Griffith, “As Close as a Group Can Get to Global,” Financial Times (April 7, 1998), p 21 M10_KEEG7389_08_SE_C10.indd 321 12/03/14 9:33 PM 322 Part 4 • The Global Marketing Mix brand strategy By contrast, Peter Brabeck-Letmathe, the former CEO of Nestlé, has a different perspective: We believe strongly that there isn’t a so-called global consumer, at least not when it comes to food and beverages People have local tastes based on their unique cultures and traditions—a good candy bar in Brazil is not the same as a good candy bar in China Therefore, decision making needs to be pushed down as low as possible in the organization, out close to the markets Otherwise, how can you make good brand decisions? A brand is a bundle of functional and emotional characteristics We can’t establish emotional links with consumers in Vietnam from our offices in Vevey.21 Whichever view prevails at headquarters, all global companies are trying to increase the visibility of their brands, especially in key markets such as the United States and China Examples include Philips with its “Sense and simplicity” global image advertising and Siemens’ recent “Siemens answers” campaign In the twenty-first century, global brands are becoming increasingly important As one research team noted: People in different nations, often with conflicting viewpoints, participate in a shared conversation, drawing upon shared symbols One of the key symbols in that conversation is the global brand Like entertainment stars, sports celebrities, and politicians, global brands have become a lingua franca for consumers all over the world People may love or hate transnational companies, but they can’t ignore them.22 These researchers note that brands that are marketed around the world are endowed with both an aura of excellence and a set of obligations Worldwide, consumers, corporate buyers, governments, activists, and other groups associate global brands with three characteristics; consumers use these characteristics as a guide when making purchase decisions: ● ● ● Quality signal Global brands compete fiercely with each other to provide world-class quality A global brand name differentiates product offerings and allows marketers to charge premium prices Global myth Global brands are symbols of cultural ideals As noted in Chapter 7, marketers can use global consumer culture positioning (GCCP) to communicate a brand’s global identity and link that identity to aspirations in any part of the world Social responsibility Customers evaluate companies and brands in terms of how they address social problems and how they conduct business (see Exhibit 10-3) Note that a global brand is not the same thing as a global product For example, personal stereos are a category of global product; Sony is a global brand Many companies, including Sony, make personal stereos However, Sony created the category 30 years ago when it introduced the Walkman in Japan The Sony Walkman is an example of combination or tiered branding, whereby a corporate name (Sony) is combined with a product brand name (Walkman) By using combination branding, marketers can leverage a company’s reputation while developing a distinctive brand identity for a line of products The combination brand approach can be a powerful tool for introducing new products Although Sony markets a number of local products, the company also has a stellar track record as a global corporate brand, a creator of global products, and a marketer of global brands For example, using the Walkman brand name as a point of departure, Sony created the Discman portable CD player and the Watchman portable TV Sony’s current global product brand offerings include Bravia brand HDTVs, CyberShot digital cameras, PlayStation game consoles and portables, and the Xperia Z smartphone Co-branding is a variation on combination branding in which two or more different company or product brands are featured prominently on product packaging or in advertising 21 Suzy Wetlaufer, 22 “The Business Case Against Revolution,” Harvard Business Review 79, no (February 2001), p 116 Douglas B Holt, John A Quelch, and Earl L Taylor, “How Global Brands Compete,” Harvard Business Review 82, no (September 2004), p 69 M10_KEEG7389_08_SE_C10.indd 322 12/03/14 9:33 PM chapter 10 • Brand and Product Decisions in Global Marketing 323 Exhibit 10-3 Nucor is a steel company best known for its pioneering use of the minimill Minimills produce steel by melting scrap in electric arc furnaces This process is much more efficient than that used by traditional integrated steel producers Nucor uses print and online media for an integrated general branding campaign featuring the tagline “It’s our nature.” The campaign is designed to raise awareness about the company’s stance on a variety of issues, including the environment, energy conservation, and the importance of creating a strong corporate culture Source: Nucor Properly implemented, co-branding can engender customer loyalty and allow companies to achieve synergy However, co-branding can also confuse consumers and dilute brand equity The approach works most effectively when the products involved complement each other Credit card companies were the pioneers, and today it is possible to use cards to earn frequent-flier miles and discounts on automobiles Another well-known example of co-branding is the Intel Inside campaign promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers Global companies can also leverage strong brands by creating brand extensions This strategy entails using an established brand name as an umbrella when entering new businesses or developing new product lines that represent new categories to the company British entrepreneur Richard Branson is an acknowledged master of this approach: The Virgin brand has been attached to a wide range of businesses and products (www.virgin.com) Virgin is a global brand, and the company’s businesses include an airline, a railroad franchise, retail stores, movie theaters, financial services, and health clubs Some of these businesses are global, and some are local For example, Virgin Megastores are found in many parts of the world, whereas Virgin Rail Group and Virgin Media operate only in the United Kingdom The brand has been built on Branson’s shrewd ability to exploit weaknesses in competitors’ customer service skills, as well as his flair for self-promotion Branson’s business philosophy is that brands are built around reputation, quality, innovation, and price rather than image Although Branson is intent on establishing Virgin as the British brand of the new millennium, some industry observers wonder if the brand has been spread too thin Branson’s newest ventures include Virgin America Airlines and Virgin Galactic The history of the Sony Walkman illustrates the fact that it is up to visionary marketers to create global brands Initially, Sony’s personal stereo was to be marketed under three brand names In their book Breakthroughs!, Ranganath Nayak and John Ketteringham describe how the global brand as we know it today came into being when famed Sony Chairman Akio Morita realized that global consumers were one step ahead of his marketing staffers: At an international sales meeting in Tokyo, Morita introduced the Walkman to Sony representatives from America, Europe, and Australia Within months, the Walkman was introduced in the United States under the name “Soundabout”; months later, it was on sale in the United Kingdom as “Stowaway.” Sony in Japan had consented to the name changes because their English-speaking marketing groups had told them the name “Walkman” sounded funny in English Nevertheless, with tourists importing the Walkman from Japan and spreading the original name faster than any advertising could have done, Walkman became the name most people used when they asked for the product in a store Thus, M10_KEEG7389_08_SE_C10.indd 323 12/03/14 9:33 PM 594 Author/Name Index Olins, Wally, 423 Oliver, Christian, 307n50 Ollila, Jorma, 548 O’Malley, Gavin, 420n2 O’Neill, Finbarr, 316 Ono, Yumiko, 133n20, 291n10 Oram, Roderick, 451n2 Ore, Norbert, 277 Ortego, Joseph, 163n16 Osawa, Juro, 394n12 Osborne, Magz, 222n5 O’Toole, John, 430, 430n15, 433, 433n21 Otto, Michael, 466e Ouaki, Fabien, 135 P Paletta, Damian, 84n45 Palmer, Kimberly, 337n50 Palmer, Maija, 523n18 Palmer, Stephen, 286–287 Panke, Helmut, 30 Pant, Muktesh, 353e Papandreou, George, 123 Pappas, John, 187 Pareles, Jon, 488, 488n9 Parker, Robert, 91 Parveen, Zahida, 127 Passariello, Christina, 236n39, 243n47, 317n4, 397n19 Passédat, Gérard, 131 Patel, Kunur, 454n11 Paterson, James H., 200 Patrick, Aaron O., 31n25, 397n19, 469n28 Paul, Vivek, 71 Pawle, John, 202n22 Pearl, Daniel, 376n50 Peckter, Kerry, 546n5, 547n7, 550n12 Peel, Michael, 179n51 Pennar, Karen, 154n2 Pennefather, James, 469 Penske, Roger, 349 Pentz, Michelle, 468n27 Peppers, Don, 464, 464n20 Perelman, Ron, 184 Perlmutter, Howard V., 40n38, 299n26, 300n30 Perry, Michael, 344 Peters, Tom, 551 Phillips, Michael M., 363n13 Piech, Ferdinand, 277, 539 Pierpoint, Stephen, 151 Piirto, Rebecca, 230n28 Pincus, Mark, 504 Pineau, Patricia, 206 Pines, Daniel, 173n35, 174n38 Pirko, Tom, 70, 566 Pischetsrieder, Bernd, 539 Pitofsky, Robert, 168 Piven, Jeremy, 404e Plank, Kevin, 43, 43e Platinin, Sergei, 232 Pocock, Emil, 397 Polegato, Mario Moretti, 163 Politkovskaya, Anna, 181 Polman, Paul, 544e, 545, 573 Pondy, Louis R., 327n28 Z02_KEEG7389_08_SE_NIDX.indd 594 Popeil, Ron, 467 Porter, Eduardo, 234n33 Porter, Michael E., 29, 511, 512, 512n1, 513, 516, 516n7, 519n10, 520, 520n13, 524n22, 525, 525e, 525n25, 527, 529, 529n26, 531, 535, 536, 551 Portnoy, Eli, 330 Potacki, Joseph, 454 Powdyel, Thakur S., 108 Power, Stephen, 86n50, 355n8 Prahalad, C K., 76, 76n29, 300n31, 521, 521n15, 522, 523n19, 524n21, 531, 548, 549n10 Prestowitz, Clyde, 306, 306n47, 306n48 Price, Scott, 403 Pritchard, Marc, 452 Proctor, Paul, 557n29 Prystay, Chris, 207n35, 227n20 Pucik, Vladimir, 550n15 Putin, Vladimir, 75e, 152, 153, 156, 181–182, 181e, 292 Pynder, Richard, 167n25 Q Quelch, John A., 27, 27n8, 37n35, 150, 322n22, 451, 451n3 Quinlan, Joseph, 373 Quintanilla, Carl, 133n22 Quraeshi, Zahir, 162n15, 436n34 R Raghavan, Anita, 170n28 Rai, Saritha, 71n22, 223n10 Ram, Rahul, 228e Ramachandran, K., 227 Ramirez, Rafael, 408n40 Ramsay, Gordon, 131 Ramstad, Evan, 133n21, 299n27, 299n28, 484n1, 547n6 Rangan, U Srinivasa, 44n51, 297n22, 297n23, 299n25, 302, 302n36, 524, 524n23 Range, Jackie, 235n37 Rappoport, Carla, 303n39, 306n49 Rasulo, Jay, 198 Ravaud, René, 301 Rawsthorn, Alice, 133n23, 171n31, 227n21 Reagan, Ronald, 61, 165, 174 Reding, Viviane, 496 Reece, Barry L., 458n16 Reed, John, 41 Regalado, Antonio, 74n26 Regan, Gary, 337 Regev, Motti, 129, 129n12 Reid, David, 395, 417 Reitman, Valerie, 388n5 Rhoads, Christopher, 488n8 Riboud, Franck, 41, 41n43, 221 Rice, Paul, 358 Rich, Motoko, 505n43 Richtel, Matt, 495n30 Ricks, David A., 44n50, 556n23 Ridding, John, 320n18 Ridgway, Steve, 402, 517 Riedman, Patricia, 496n31, 497e Ries, Al, 243, 244n49 Rinderknech, Stéphane, 252 Risher, Jeff C., 369n31, 370n32 Ritzer, George, 135, 135n31 Robertson, Thomas, 341n61 Robinson, Frances, 496n32 Robottom, David, 465 Robson, Victoria, 116n24 Roddick, Anita, 245 Rodgers, Nile, 479 Rodgers, Susannah, 374n44 Rodrigues, Marcele, 219 Rodriguez, Bruno, 185 Rodríguez Zapatero, José Luis, 123 Roe, Mark J., 305n41 Roedy, William, 420 Rogers, Christina, 294n16 Rogers, Everett M., 142, 142n44, 143, 257n1 Rogers, Martha, 464, 464n20 Rohter, Larry, 50n60 Rohwedder, Cecilie, 287n3, 395n13, 400n28, 467n24, 519n11 Rokeach, Milton, 127n4 Romero, Myles, 476 Ronkainen, Ilkka A., 196, 196n15, 199, 199n19, 199n20 Roos, Daniel, 559n34 Roosevelt, Franklin, 61 Root, Franklin R., 159n9, 166n22, 286n2, 287n5, 289n9 Rose, Frank, 299n29 Rose, Robert L., 522n16 Rosen, Hilary, 445 Ross, Lester, 371n36 Rosser, Brad, 344 Rosso, Renzo, 133, 227 Roth, Kendall, 44n50, 556n23 Roth, Martin S., 129n9 Roth, Terence, 66n15 Rothenberg, Randall, 430, 430n16 Rothman, Randall, 28n10 Rousseff, Dilma, 75e, 104 Rouziès, Dominique, 139n39 Rowe, Brian, 301 Rubenstein, Howard, 445 Rugman, Alan M., 520, 520n14, 521, 535, 535n33 Russell, Christine, 364 Russell, David, 305n42 Russell, George, 113n19 Ryan, Leslie, 454n10 Ryan, Ted, 472 Ryans, John K., Jr., 221n2 S Saatchi, Lord, 325, 325n25 Sabac, Florin M., 177n45 Salas, Nathalie, 149 Salgado, Ricardo, 99 Saltmarsh, Matthew, 373n41 Samli, A Coskun, 223, 223n8, 227 Samutsevich, Yekaterina, 153 Sanchanta, Mariko, 403n33, 452n5 Sanderson, Rachel, 211n40, 353n2 Santoro, Marcio, 470 Sapsford, Jathon, 25n2, 242n44 3/3/14 7:51 PM Author/Name Index 595 Sargent, David, 540 Sarkozy, Nicolas, 89, 108 Sauven, John, 572 Schaffer, Matt, 374n45 Schaninger, Charles M., 146n47 Scheer, David, 496n33 Schill, Walter E., 300n33 Schlesinger, Jacob M., 365n19 Schlosser, Eric, 135e Schmidt, Eric, 562 Schmidt, Torsten, 479 Schmitt, Bernd, 316 Schroeder, Jonathan E., 432n18 Schultz, E J., 35n32 Schultz, Howard, 564–565, 569 Schütte, Hellmut, 329, 329n32 Schwab, Charles M., 173 Schwartz, Jeffrey, 431 Schwartz, Matthew, 438n38 Schwartz, Nelson D., 212n41 Schweitzer, Louis, 49 Scoffield, Susan, 347 Scott, Doug, 492 Scott, Ken, 479 Secunda, Eugene, 475 Segal, David, 179n52 Selfridge, Harry Gordon, 394, 404 Selya, Bruce, 168 Sengupta, Subir, 139n40 Serafin, Raymond, 368n28 Sesser, Stan, 397n22 Shane, Scott A., 139n38 Shannon, Claude, 484 Shansby, J Gary, 244n50 Sharda, Ramesh, 190n1 Sharma, Amol, 235n37 Sharpe, Melvin L., 442n45 Shaw, Richard, 181 Shen, Carol, 252 Sherin, Keith, 407 Sherman, Stratford, 546n3, 567n44 Sherwood, Joel, 66n15 Shields, Mark, 338 Shin, J.K., 58 Shingo, Shigeo, 560 Shipman, John, 365n17 Shirouzu, Norihiko, 25n2–3, 40n39, 224n15, 306n45, 355n8, 400n25, 547n8 Shockley, William, 484 Shriver, Bobby, 564e Shuh, Arnold, 113n21 Shultz, Howard, 53 Siddiqi, Moin A., 115n23 Siebel, Thomas, 190 Silva, Joshua, 339 Silver, Sara, 317n2, 502n39 Silverman, Gary, 195n11, 494n25 Simison, Robert L., 343n63 Simon, Hermann, 243n46 Simonian, Haig, 559n33, 564n39 Sinclair, Christopher, 342 Singer, Natasha, 243n45 Singh, Manmohan, 71, 75e Sinha, Yashwant, 71 Sirhall, Larry, 458n16 Sirkin, Harold L., 227, 227n18, 278n18 Z02_KEEG7389_08_SE_NIDX.indd 595 Sisario, Ben, 166n21 Skinner, Jim, 57 Slagmulder, Regine, 355n6 Slocum, John W., Jr., 302n35 Slomanson, William R., 159n10 Slywotzky, Adrian, 57, 224, 224n13 Smith, Craig S., 157n7, 278n19 Smith, Elliot Blair, 331n38 Smith, Jerald R., 65n13 Smyser, Collin G., 369n31, 370n32 Snowden, Edward, 497e Soble, Jonathan, 278n20 Solimeo, Marcel, 470 Solomon, Jay, 115n22 Sommer, Christian, 330 Song, Meeyoung, 134n24 Song Jung-A, 307n50 Sonne, Paul, 33n27 Sorabjee, Hormazd, 379 Sørensen, Torben Ballegaard, 246 Soss, Neal, 154 Spacey, Kevin, 474 Spielberg, Steven, 564e Spielvogel, Carl, 34 Spodek-Dickey, Cindy, 195 Spotts, Harlan E., 434n27 Standish, Dominic, 149 Stanislaw, Joseph, 47, 47n54, 67, 67n16 Stanley, Richard, 154 Starr, Ringo, 32, 32e Steel, Emily, 500n38, 502n39 Steenkamp, Jan-Benedict, 126n3, 245n53 Steinberg, Bruce, 423–424 Steinborn, Deborah, 205n30 Steinhauser, Gabriele, 98n3 Steinmetz, Greg, 133n22, 366n23 Stengel, Jim, 195 Stepanowsky, Paula, 229n23 Stern, Gabriella, 434n26 Stern, Gary, 364 Stewart, Robb M., 397n21, 473n30 Stewart, Simon, 196 Stobel, Klaus, 200 Stokes, Martin, 129n11 Stone, Biz, 509 Stone, Oliver, 69, 69e Stöttinger, Barbara, 367n25 Stringer, Howard, 355, 547, 552, 552e Stringer, Kortney, 396n15 Stürmer, Christoph, 540 Susman, Simon, 397 Swartz, Jeff, 566e Swasy, Alecia, 366n20 Sylvers, Eric, 368n29 T Tabuchi, Hiroko, 534n30 Tagliabue, John, 49n58, 229n24 Tahmincioglu, Eve, 288n6 Takada, Hirokazu, 144–145, 145n46 Takeuchi, Hirotaka, 213n45 Tamate, Mariko, 134n27, 434n27 Tanti, Tulsi, 314–293 Tata, Ratan, 242, 379 Taylor, Alex, III, 230n26, 368n27 Taylor, Corey, 514e Taylor, Earl L., 322n22 Taylor, Frederick, 551 Taylor, James, 338 Taylor, Tracey, 63n9 Taylor, William C., 34n30, 48n56, 546n2, 551n18, 559n31 Tedeschi, Bob, 494n26 Terhune, Chad, 34n29, 408n41 Terlep, Sharon, 294n16 Thatcher, Margaret, 61, 154 Thein Sein, 72 Theodore, Sarah, 70n19 Thinley, Lyonpo Jigmi, 108 Thompson, Nicholas, 339n59 Thomson, Adam, 101n5, 276n15 Thornton, Dean, 376 Thorpe, George C., 407n36 Thurow, Roger, 433n22 Tichy, Noel, 546n3, 567n44 Tilley, Barry, 434 Timmons, Heather, 236n38 Todman, Michael, 219 Tokunaka, Teruhisa, 363 Tolokonnikova, Nadezhda, 153 Tompkins, Richard, 475n33 Topping, Alexandra, 347 Torvalds, Linus, 498e Trachtenberg, Jeffrey A., 520n12 Tran, Khanh T L., 207n36 Trani, John, 295 Traub, Marvin, 395 Trout, Jack, 243, 244n49 Tsai, Terence, 388n4 Tucker, Emma, 171n29, 171n31, 371n38 Tuckman, Johanna, 101n6 Turban, Efraim, 190n1 Tylee, John, 436n33 U Uchitelle, Louis, 295n20 Uhler, Kirk, 187 Ulrich, Fernando, 123 Unger, Lynette, 245n54 Urban, Glen L., 208n39 Uva, Joe, 475 Uwins, Simon, 417 V Vagts, Detlev, 171n30 Vakidis, Johan, 431 Valencia, Jorge, 337n47 Vanjoki, Ansii, 212 Vascellaro, Jessica, 495n29 Verbeke, Lain, 535n33 Verity, John W., 193n7 Verzariu, Pompiliu, 375, 375n46 Villalonga, Juan, 134 Visconti, Tony, 479 Viscounty, Perry J., 369n31, 370n32 Vlasic, Bill, 48n55, 62n3, 338n54 Voigt, Kevin, 134n26 Voinovich, Vladimir, 232e von Reppert-Bismarck, Juliane, 261n8 Vranica, Suzanne, 245n52, 327n27, 430n17, 492n21 Vuursteen, Karel, 320 3/3/14 7:51 PM 596 Author/Name Index W Wagoner, Rick, 294, 326, 326e Wagstyl, Stefan, 80n36 Wahl, Grant, 29n15 Waits, Tom, 165–166 Wakabayashi, Daisuke, 504n42, 534n31 Walker, Ulrich, 349 Wandell, Keith, 200e Ward, Andrew, 329n31, 497n34, 566n42 Ward, Stephen, 487 Warner, Fara, 130n15 Warner, Melanie, 513n2 Warren, Harry, 405 Waslekar, Sundeep, 227n19 Wassener, Bettina, 337n51 Waters, Alice, 135e Watson, Alexander, 184 Weaver, Courtney, 156n4 Webber, Alan M., 34n30, 48n56, 546n2, 551n18, 559n31 Weinberger, Marc G., 434n27 Weissman, Robert, 445 Welch, Jack, 546, 567 Wells, Ken, 420n3, 424n12 Wells, Melanie, 433n24 Wen Jiabao, 562 Wentz, Laurel, 344n66 Werner, Helmut, 348, 368 Wessel, David, 81n40, 366n23 Wessels, Maja, 334 Wetlaufer, Suzy, 322n21 Whalen, Jeanne, 432n19 Whelen, Tensie, 358 Whipp, Lindsay, 278n20 White, Erin, 429n13 White, Joseph B., 338n52, 561n36 Whitehorn, Will, 438 Z02_KEEG7389_08_SE_NIDX.indd 596 Whitehouse, Mark, 83n43 Whitwam, David, 48, 218, 516, 546, 550, 558, 559 Wiersema, Fred, 490n14 Wiesmann, Gerrit, 335n44 Wiggins, Jenny, 73n24, 565n41 Wijm, Annemieke, 358 Wilke, Jerry G., 200 Wilke, John R., 168n26, 168n27, 373n40 Williams, Evan, 509 Williams, Frances, 165n19 Williams, Michael, 559n34 Williams, Peter, 404 Willman, John, 85n48, 130n16, 319n15, 320n16 Wingfield, Nick, 387n2 Winterhalter, Jürgen, 243 Winterkorn, Martin, 510, 511, 539 Witkowski, Terrence H., 566n43 Witt, James Lee, 445 Wolfson, Jonathan, 573 Womack, James P., 559n34 Wonacott, Peter, 77n32, 195n10 Wong, Karen, 207 Woo-Choong, Kim, 291 Woodyard, Chris, 474n31 Wooldridge, Adrian, 29, 29n14, 222, 222n6, 229n25, 260n5 Woolworth, Frank, 394 Worthley, Reginald, 129n10 Wozniak, Steve, 484 Wright, Nathan, 509e Wynter, Leon E., 433n23 X Xi Jinping, 75e Y Yajima, Hiroshi, 224 Yanai, Tadashi, 38e Yang, Michael, 293 Yang, Yuanqing, 471e Yao Ming, 496 Yardley, Jim, 71n21 Yasin, Yevgeny, 181 Yavas, Ugur, 162n15, 436n34 Yergin, Daniel, 47, 47n54, 67, 67n16 Yin, Sylvia Mu, 304 Ying, John, 31 Yip, George S., 549n11 Yongtu, Long, 65 Yoshino, Michael, 44n51, 297n22, 297n23, 299n25, 302, 302n36, 524, 524n23 Young, Allan, 541 Yu Hai, 26 Yuan Sutai, 291 Yudashkin, Valentin, 232 Z Zachary, G Pascal, 523n20 Zambello, Ermor, 104 Zambrano, Lorenzo, 515 Zamiska, Nicholas, 46n53 Zaun, Todd, 547n8 Zeien, Alfred, 321, 328 Zellner, Wendy, 397n20 Zennström, Niklas, 504 Zetsche, Dieter, 348, 368 Zhang Ruimin, 320 Zif, J., 308n55 Zimmerman, Ann, 190n4, 396n16, 400n26 Zou, Shaoming, 33n26 Zuccardi, Jose Alberto, 90 Zuloaga, Guillermo, 69 Zuma, Jacob, 75, 75e Zurita, Ivan, 74e, 250 Zuykov, Sergei, 165 3/3/14 7:51 PM Subject/Organization Index Note: Page numbers with e, f, or t represent exhibits, figures, and tables, respectively A AAA (American Arbitration Association), 177 ABB, 559 Abstract culture, 126 See also Culture ACC (Arab Cooperation Council), 115 Acquisitions, as global retailing market expansion strategy, 403 Active listening, 461 Ad valorem duty, 267 Adaptation pricing, 368–369 Adaptation strategies, 41, 332–333, 334–340, 334f, 422–425, 424e Admiration, in needs hierarchy, 329 Adopter categories, 143–144, 144f Adoption process, 142–143, 257n1 Advanced Micro Devices (AMD), 169e Advertising, defined, 420 See also Global advertising Advertising agencies, 425–429, 426f, 427t Advertising appeal, 430 Advertising organizations, 425–426, 425t Advocacy advertising, 439 Aesthetics, 128–129, 318–319 Affiliation needs, 329 Affluent materialists, 230 Africa See also specific countries cell phones, 482–483, 482e, 508 segmentation, targeting and positioning in, 220e, 250 trade agreements, 116–119, 117f, 117t, 118t African Growth and Opportunities Act (AGOA), 118–119 Age segmentation, 227–228 Agents (distribution channels), 386, 392–393 Agents (sales), 463 Agnostic marketing, 490 AGOA (African Growth and Opportunities Act), 118–119 Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPs), 173 Agriculture subsidies, 260, 262, 366 Aircraft industry, 104, 104e, 298e, 301–302, 411, 412 AKQA digital agency, 431 Aldi, 518, 519e Alfred Sargent, 389, 389e Algeria, AMU membership, 115 Alternative dispute resolution, 176–177 Amazon.com, 492, 495, 495t, 505, 505e, 513 American Apparel, 330 American Arbitration Association (AAA), 177 American Marketing Association, 26n5 AMU (Arab Maghreb Union), 115 Analogy, market estimation by, 213 Analysis, unit of, 198 Andean Community, 101–103, 102f Android smartphones, 58–59 Anheuser-Busch, 291 Antidumping duties, 267 Antigua and Barbuda CARICOM membership, 105 gambling industry, 186 Anti-smoking campaigns, 428, 429e Antitrust law, 168–172, 169e, 170e, 171t Appeal, in global advertising, 424, 430 Apple, 58–59, 58e, 247e, 388e, 484, 502–504 Approach step, in presentation plans, 459–460 Arab Cooperation Council (ACC), 115 Arab Maghreb Union (AMU), 115 Arab spring (2011), 114 Arbitration, 176–177 Argentina Mercosur membership, 103 wine production, 90–91, 90t, 103 Arrival drafts, 273 Arrival terms, 359 Art direction and art directors, 430–432 ASEAN (Association of Southeast Asian Nations), 106–108, 106f Asia See also specific countries ASEAN involvement, 106–108, 106f catalogs, 467 cooperative strategies, 303–307 cultural typology, 137, 138, 139 diffusion of innovation, 144–145, 144f export expansion efforts, 259 luxury goods marketing, 380–381 needs-based product planning, 329, 330f strategic partnerships with Western companies, 300–302 TPP negotiations, 92, 92e wine industry, 362, 362e Asian Century, 254 Assembler value chains, 560–561, 561e Association of Southeast Asian Nations (ASEAN), 106–108, 106f Associative counterfeits, 163–164 Attitudes, as expression of culture, 127 Attributes, as positioning strategy, 244 Australia ASEAN membership, 107 TPP membership, 121 wine production, 240 Auto industry See also specific companies brand identity vs location, 25, 37–38 door-to-door sales in Japan, 388 equity stakes, 294, 294t, 295t EU pricing differences, 364t factor costs, 276 global competition in, 524, 534–535 global integration in, 62 global product platforms, 343 investment in, 259e, 290e joint ventures, 291, 292, 292e lean production, 560–563, 561e low-price segment, 350–351, 350e, 379 minivan market, 203 need for global strategy, 49 product placement, 476 product saturation levels, 80 segmentation in, 229e, 230–231 SUV demand, 236–237, 237t value perception, 28 wireless technology, 502 AvtoVAZ, 292, 292e Awareness, in adoption process, 142 Axe Apollo, 450e B Back translation, 205 Bahamas, CARICOM membership, 105 Bahrain, GCC membership, 115 Balance of payments, 80–81, 80n39, 80t, 81t Bandwidth, 497 Bang & Olufsen, 248e Bangladesh clothing factory tragedies, 264, 264e market development stages, 71 Barbados, CARICOM membership, 105 Bargaining power of buyers, 513, 514e Bargaining power of suppliers, 514 Barriers to entry, 512–513, 534–535 Barriers to trade nontariff barriers, 50, 261, 263 tariffs, 50, 260–261, 261t, 265–267, 265t, 266t Barter, 375–377 Basic factor conditions, 525 Battle of ideas, 60–61, 89 Beatles (band), 32, 32e, 314-315, 314e, 347 Beatlemania, 314-315, 347 Beatles Story, Liverpool, 314-315, 314e, 347 Behavior segmentation, 231, 232 Beliefs, as expression of culture, 127 Belize, CARICOM membership, 105 Benefit segmentation, 231, 233, 233e, 234 Benefits as positioning strategy, 244 in value equation, 27–28 Benetton Group, 431–432, 520–521, 521e Berne Convention, 166 Better Homes and Gardens (magazine), 553e Bhutan, Gross National Happiness index, 108, 109e Big emerging markets (BEMs), 70 Big idea, 430 Big-box retail, 397 Bilateral trade agreements, 93 Billboard advertising, 469–471, 469t, 470e Bills of exchange, 271–273 Binary digits (bits), 484 Bits (binary digits), 484 BlackBerry (handheld device), 170 Bluetooth, 502 Boeing, 301–302 Bolivia Andean Community membership, 101, 103 Mercosur membership, 103 Bond films, 476, 476e Bosch, 36e Bottled water industry, 146e 597 Z03_KEEG7389_08_SE_SIDX.indd 597 3/3/14 8:11 PM 598 Subject/Organization Index “Bottom of the pyramid,” 221 BP Deepwater Horizon oil spill (2010), 418–419, 418e, 445 Brand development, global, 324–327, 324t, 325e, 326e Brand equity, 319 Brand extensions, 323 Brand identity vs location, 25, 37–38 Brand image, 319 Brand symbols, 320 Branded entertainment, 475 Branding, 319–327 country-of-origin effect, 329–332, 331e, 332e, 333e defined, 319 global brand development, 324–327, 324t, 325e, 326e global products and brands, 321–324, 321e, 323e, 324t international products and brands, 320–321 local products and brands, 320 overview, 319–320 Brazil billboard ban, 470, 470e cosmetics market, 253 as emerging market, 33, 61, 104, 250 Internet in, 503 market development stages, 70–71, 74 market research in, 206 Mercosur membership, 103 sugar industry, 262 Break bulk cargo, 359 Bribery, 173–175, 173t BRIC-IT (Brazil, Russia, India, China, Indonesia, and Turkey), 61n1 BRICS (Brazil, Russia, India, China, and South Africa) See also individual countries Durban summit, 75e growth opportunities, 33, 61 market development stages, 70–71, 73–75 Brinkmanship, 512 Broadband networks, 497–498, 498e Brunei ASEAN membership, 106 TPP membership, 121 Budweiser, 165e Buick brand development, 326 Burberry Group, 33–34, 33e Burma See Myanmar Business intelligence (BI) networks, 189–190 Business-to- business (B2B) marketing, 386, 491 Business-to-consumer (B2C) marketing, 386, 491 Buyback, 376–377 Buyers, bargaining power of, 513, 514e Buyers for export, 268 Byrd Amendment, 371 C CACM (Central American Common Market), 100 CAFTA (Central American Free Trade Agreement), 101 Call centers, 274, 276e Call options, 86 Cambodia, ASEAN membership, 106 Canada TPP membership, 121 trade agreements, 98–99 Z03_KEEG7389_08_SE_SIDX.indd 598 Capital accounts, 81 Capital movements, increase in, 62 Capital requirements, as entry barrier, 512 Capital resources, as factor condition, 526 Capitalism centrally planned, 65–66 market, 64, 65t Capitol Records, 32 Captive pricing, 354–355 Caribbean Community and Common Market (CARICOM), 105–106, 105t Carrefour SA, 224, 384–385, 384e, 415 Cartels, 171–172 Cash in advance payments, 273 Catalogs, 466–467, 466e Category killers, 397 Caterpillar, 263e, 437–438, 521–522 Cell phone industry Africa market, 482–483, 482e camera-equipped phones, 488–489 companion products pricing strategy, 354–355 competition in, 58–59 emerging markets, 235 mobile advertising and mobile commerce, 500–502, 501e potential Myanmar market, 72e smartphones, 58–59, 500–504, 501e Cemex, 515 Central American Common Market (CACM), 100 Central American Free Trade Agreement (CAFTA), 101 Central American Integration System (SICA), 100–101, 100f Centrally planned capitalism, 65–66 Centrally planned socialism, 65 Centrally-planned economies vs free markets, 60–61, 63, 69, 89 CFM International, 301 CFR (cost and freight) terms, 359 Chaebol system, 307 Chance, in national competitive advantage, 530 Changing the rules of engagement, 523 Channel strategy, 411 Channels of distribution See Distribution channels Cherry picking, 393 Chevron, 48 Chile Andean Community membership, 101 Mercosur membership, 103 TPP membership, 121 China anti-smoking initiatives, 428 ASEAN membership, 107 balance of payments, 81 Closer Economic Partnership Arrangement (CEPA), 281 cold chain infrastructure, 278 communication issues, 132, 132f, 133, 133f cosmetics market, 252, 252e criticism from West, 562 currency values, 84–85 as emerging market, 33, 61 export expansion efforts, 82, 258 General Motors presence, 326, 326e income disparity, 227 intellectual property concerns, 163e, 164, 167 Internet in, 503 investment in U.S., 296e localized advertising, 431 market development stages, 70–71, 74–75 market reforms in, 65, 66 NTR vs non-NTR status, 266, 266t public relations needs, 437–438, 442 Rolling Stones concert, 66e Shanghai Expo, 472, 473e smartphone market, 58 special economic zones (SEZs), 255 Starbucks expansion efforts, 311 state capitalism in, 89 TPP concerns, 121 trade with Brazil, 104 Visa strategy, 236, 236e wine industry, 362, 362e Chinese Value Survey (CVS), 138 CIF (cost, insurance, freight) named port, 359 Citicorp, 41 Civil vs common law, 161–162, 162e Civil-law countries, 161 Click-through rates, 494 Close step, in presentation plans, 461 Cloud computing, 498, 500, 504 Cluster analysis, 210 Co-branding, 322–323 Coca-Cola Company, 30, 34, 76, 78, 108, 188, 237–238, 317, 327, 431, 437e, 471, 472, 473 Codes of ethics, 567, 567e, 574 Cold chain infrastructure, 278 Collaboration, as competitive advantage, 523–524 Collectivist cultures, 137, 138, 139, 140 Colombia Andean Community membership, 101 Mercosur membership, 103 Color perceptions, 128–129 Combination branding, 322 Combination export management companies, 269 Combination export managers, 268 Comfortable belongers, 230 Commercial Fan Moteur (CFM) International, 301 Common Agricultural Policy (CAP), 260 Common external tariffs (CETs), 95 Common Market of the South (Mercosur), 102f, 103 Common markets, 95 Common vs civil law, 161–162, 162e Common-law countries, 161 Communicability, 143 Communication, as expression of culture, 132–134, 132f, 133f See also Language; Marketing communication Companion products pricing strategy, 354–355 Comparability, 214 Comparative analysis, 212–213 Compatibility, 143 Compensation trading, 376–377 3/3/14 8:11 PM Subject/Organization Index 599 Competition forces influencing, 511–516 as positioning strategy, 245 potential, 237–238 Competitive advantage, 510–543 defined, 28, 516 five forces model, 511–516, 514e, 536 flagship model, 520–521, 521e focus needed for, 30 generic strategies, 516–520, 518e, 519e hypercompetitive industries, 531–535, 532t, 533e, 536 IKEA case study, 541–542, 541e importance of, 30 LEGO case study, 543, 543e marketing approach and, 37 national, 524–531, 526e, 528e, 530e, 531t, 535–536 strategic intent and, 521–524 Volkswagen case study, 510–511, 510e, 538–540 Competitive behavior, pricing decisions and, 366–367 Competitive innovation, 522 Competitive-currency politics, 84 Competitor response, as entry barrier, 512 Complexity, 143 Computers See also Digital revolution history of, 483–484 rivalry among competitors, 515–516 Concentrated target marketing, 243 Concentration of marketing activities, 31, 34 Confiscation, 159 Conflict resolution, 175–177 Conjoint analysis, 212, 212t Conspicuous consumption, 328, 329 Consumer Electronics Association, 96e Consumer packaged goods, 316–317 Consumer panels, 205 Consumer product and service distribution channels, 386–390, 386f, 387e, 388e, 389e, 390e Consumer products, size of market, 39t Consumer sales promotions, 449 Containerization, 411 Content web sites, 492 Continuous innovation, 342 Contract manufacturing or production, 287, 464 Convenience samples, 208 Convenience stores, 396 Convergence, 488–489, 489f Cooperative exporters, 269 Cooperative strategies Japan, 107, 303–306 South Korea, 307 twenty-first century, 307–308 Coordination of marketing activities, 31, 33, 34 Coproduction agreements, 376n49 Copy and copywriters, 432 Copyright, defined, 163 Core competence, leadership and, 548–549, 549t Corporate advertising, 438, 439t Corporate social responsibility defined, 563 ethics, 173–175, 173t, 358, 567–569, 567f examples of, 564e, 565e, 566e, 568e, 569t, 570e globalization and, 566 Z03_KEEG7389_08_SE_SIDX.indd 599 sources of conflict in, 569–571, 570f stakeholders in, 563–565 Corruption, 173–175, 173t, 508 Cost, insurance, freight (CIF) named port, 359 Cost advantages, as entry barrier, 512 Cost and freight (CFR) terms, 359 Cost focus, 516–520, 519e Cost leadership, 516–517 Costa Rica, SICA membership, 100–101 Cost-based transfer pricing, 373 Cost-plus pricing, 357–360, 360t, 361e, 364 Cost/quality advantage, 531–532 Counterfeiting, 163–164 Counterpurchase, 376 Countertrade, 374–377 Countervailing duties (CVDs), 267 Country and market concentration expansion strategy, 308 Country and market diversification expansion strategy, 309 Country concentration and market diversification expansion strategy, 308 Country diversification and market concentration expansion strategy, 309 Country-of-origin effect, 329–332, 331e, 332e, 333e Coupons, 453–455 Creative execution, 430 Creative strategies, advertising, 429–434 Creatives, 430 Creeping expropriation, 159 CRM (customer relationship management), 192–193 Cross coupons, 454 Cross-national comparisons, 212–213 CSX, 410e C-Terms, 359 C-TPAT (Customs Trade Partnership Against Terrorism), 273 Cuba economic reforms, 183–185, 183e nationalization of property, 159, 183t Cultural typology, Hofstede’s, 137–141, 137t, 455 Culture, 124–151 See also Political environment advertising and, 432–434, 436 aspects of, 127–132 couponing and, 454 defined, 126 diffusion of innovation framework, 142–145, 144f high- and low-context, 136, 136t, 480–481 Hofstede’s cultural typology, 137–141, 137t, 455 importance of considering, 125–126 language and communication, 132–134 marketing implications of, 135, 145–146, 145f, 480–481 positioning strategies and, 126, 244, 245–247, 246e, 247e product cultures, 420 public relations and, 442 self-reference criterion and, 141–142 soccer-fashion connection, 150–151, 150e sustainable production considerations, 358 tourism effects, 124–125, 124e, 148–149, 148e Currency euro zone effects, 112, 113, 122–123, 122e exchange rates, 84–86, 84t, 278–279, 282, 361, 363, 457 Currency trading, 62 Current accounts, 81 Customer relationship management (CRM), 192 Customer strategies, in personal selling, 459 Customs duties, 267 Customs Trade Partnership Against Terrorism (C-TPAT), 273 Customs unions, 95 Cybersquatting, 495 D Daimler AG, 348–349, 439e Data analysis, market research, 208–213, 209f, 209t, 210t, 211f, 212t Data collection data availability, 198–201, 201t research design issues, 202–204 Data warehouses, 193 Date drafts, 273 Datsun, 351, 379 Deere & Company, 47e Defense Advanced Research Projects Agency (DARPA), 484 Delivered duty paid (DDP), 359 Demand conditions, 526–529 Demographic segmentation, 220–221, 223–229, 225t, 226t, 228e, 229e, 233 Denmark Hofstede’s typology applied to, 140, 140e Muhammed cartoon protest, 128e Department stores, 395, 395t Dependence techniques, 211–212, 211f, 212t Design to cost, 355–356 Devaluation, 83 Developed countries, defined, 71 See also specific countries Developing countries See also Emerging markets; specific countries arbitration preferences, 177 defined, 71 innovation strategy, 339–340 market development stages, 73–75 strategic partnerships, 302–303, 304 Development costs, as market force, 45–46 Dietary preferences, as expression of culture, 130–132, 135, 135e, 146, 406, 406e Differentiated global marketing, 243 Diffusion of innovation framework, 142–145, 144f Digital books, 505, 505e Digital revolution, 482–509 See also Internet barriers to entry and, 513 broadband networks, 497–498, 498e cell phones, 482–483, 482e, 508 cloud computing, 498, 500, 504 convergence, 488–489, 489f digital books and electronic reading devices, 505, 505e disruptive technologies, 489–490 e-commerce, 491–494, 491t, 499, 499e history of, 483–488, 485e, 486e, 487e Internet phone service, 504 mobile advertising and mobile commerce, 500–502, 501e mobile gaming, 504 mobile music, 502–504 social media, 349, 438, 493, 509, 562 value networks, 489–490 web sites, 492, 494–497, 494t, 495t, 497e Direct involvement channel establishment, 391–392 Direct mail, 465–466 3/3/14 8:11 PM 600 Subject/Organization Index Direct market representation (exporting), 270 Direct marketing, 464–469, 464t, 466e, 468e Direct sales, 387–388, 387e Direct sensory perception, 194–195 Disaffected survivors, 230 Discontinuous innovations, 341–342 Discount retailers, 396 Discovery, legal, 176 Discriminatory procurement policies, 263 Disneyland, 141e, 198 Disproportionality law, 231 Dispute settlement, 175–177 Disruptive technologies, 489–490 Distribution centers, 408 Distribution channels, 384–417 basic concepts, 385–386 consumer products and services, 386–390, 386f, 387e, 388e, 389e, 390e defined, 385 as entry barrier, 512 establishment of, 391–393 global retailer types, 394–399, 394t, 395t, 398e, 398t, 399e, 401–402, 401f industrial products, 390–391, 391f logistics management, 405–408, 407f, 412 market expansion strategies, 402–405, 403f, 404e, 416–417, 416e organized retail, 384–385, 394, 415 physical distribution activities, 408–412, 409t, 410e, 410t, 412e trends in global retailing, 399–402 value chains and supply chains, 27, 405–408, 406e, 407f, 560–563 Distributors (distribution channels), 386, 392–393 Diversification strategies, 26 Divisibility, 143 Documentary collections, 271–273, 272f Documentary credits, 271 Documents against payment (D/P), 273 Dollar stores, 396 Domain names, 495 Domestic companies, defined, 40 Dominica, CARICOM membership, 105 Dominican Republic, DR-CAFTA membership, 101 Door-to-door sales, 387, 388 Doughnuts, marketing of, 341 Downstream value chains, 561–563 Drafts (payments), 271–273, 272f Drawers/drawees, 271 DR-CAFTA (Dominican Republic-Central American Free Trade Agreement), 101 D-Terms, 359 Dual-adaptation strategy, 338–339, 340 Dual-extension strategy, 335, 336e Dubai Carrefour, market entry in, 384–385, 384e, 415 diversified economy, 114e Jebel Ali Free Zone, 188–189 Regional Microbiological Laboratory, 217 Sensory Lab Unit for Renovation-Innovation of Products (SLURP), 217 Dumping, 267, 371–372 Dunkin’ Donuts, 341 DuPont Pioneer, 168e, 424e, 461e Duties, import, 157, 260, 265t Z03_KEEG7389_08_SE_SIDX.indd 600 Duty drawback, 274 Dynamically continuous innovations, 342 E Early home demand, 528 Early market saturation, 528 Earned media, 437 East African Community, 117–118, 117f East-Asian countries, export-led growth, 254–255, 281 eBay, 387 E-books, 505 ECB (European Central Bank), 122e E-commerce, 491–494, 491t Economic Community of West African States (ECOWAS), 116, 117t Economic exposure, 85–86 Economic freedom, 67, 68t Economic systems economic freedom in, 67, 68t types of, 63–67, 64f, 65t Economic trends, as market force, 46–47 Economic unions, 95, 97 Economies of scale, 48, 512 ECOWAS (Economic Community of West African States), 116, 117t Ecuador Andean Community membership, 101 Mercosur membership, 103 Efficient consumer response (ECR), 192 Egypt ACC membership, 115 Egyptian Revolution, The, 217 “Healthy Kids” program, 217 Nestlé Egypt, 217 80/20 rule, 231 El Salvador, SICA membership, 100–101 Electrical and Musical Industries Ltd (EMI), 32 Electronic data interchange (EDI) systems, 190, 192 Electronic point of sale (EPOS) data, 192 Electronic reading devices, 505, 505e Embraer aircraft manufacturer, 104, 104e Emerging markets See also specific countries assessing market potential, 235–236 big emerging markets, 70 BlackBerry in the Middle East, 170 growth opportunities, 33, 46–47 innovation reverse flows, 35 market development stages, 70–71, 70–73 segmentation, targeting and positioning in, 206, 220–221, 220e, 232, 232e smartphone market, 58 wine industry, 362, 362e EMI (Electrical and Musical Industries Ltd.), 32 Emic analysis, 214 Emotional appeal, 430 Employment rates, decoupling from production, 62–63 Enabling conditions, 239–240 English language importance, 134, 247 Entry barriers, 512–513, 534–535 Environmental influences on pricing, 361–367, 362e, 363f, 364t Environmental sensitivity, 145–146, 145f EPRG framework, 40–44 Equity stakes, 293–296, 294t Estée Lauder, 252–253 Estimated future cost method, 357 Estonia, euro zone membership, 112, 112e Ethics, 173–175, 173t, 358, 567–569, 567f See also Corporate social responsibility Ethnic segmentation, 234–235 Ethnocentric orientation basic concepts, 40–41, 44 extension strategies, 334 pricing decisions, 368 public relations and, 442 sales force nationality and, 462 Etic analysis, 214 Euro zone, 112, 113, 122–123, 122e, 364, 364t Europe See also European Union (EU); specific countries agricultural policies, 262 direct marketing popularity, 465 distrust of GMOs, 158, 158e horse meat recall, 406, 406e intellectual property concerns, 165 McDonald’s presence, 34–35, 56 political risk, 156–157 smartphone market, 58 trade agreements, 109–113, 110f, 111t, 112e, 121–123 European Central Bank (ECB), 122e European Court of Justice, 179 European Patent Convention, 167 European Union (EU) See also Europe; specific countries anti-smoking initiatives, 428 antitrust concerns, 170–171, 170e, 171t automobile price differences, 282, 364t history of, 110–112, 178 marketing issues, 110f, 111t, 112–113 regulatory environment, 178–179, 179t religious considerations, 127–128 TAPA negotiations, 92–93 varying product standards, 333–334 Evaluation, in adoption process, 142 Event marketing, 452, 479 Exchange rates, 84–86, 84t, 278–279, 361, 363, 457 Exclusive license arrangements, 463 Expanded Triad countries, 78 Expatriate sales and marketing personnel, 456, 462–464 Experience transfers, 48 Export brokers, 268 Export commission houses, 268 Export commission representatives, 268–269 Export confirming houses, 268 Export coordinators, 283 Export distributors, 268 Export-led growth, 254–255, 281 Export management companies (EMCs), 268 Export merchants, 268 Export price escalation, 356–361, 360t, 361e Export selling vs export marketing, 255–257, 256e Export vendors, 269 Exporting and importing See Importing and exporting Express warranties, 316 Expropriation, 159 Extension pricing, 368 Extension strategies, 332–333, 334–340, 334f 3/3/14 8:11 PM Subject/Organization Index 601 Extension/standardized approach, 40 External hedging methods, 86 Ex-works (EXW), 359 F Factor analysis, 209, 209f Factor conditions, 525–526 Factor costs, 276–277 Factor loadings, 209 Factor scores, 209 Fair-trade coffee, 358, 569 FAS (free alongside ship) named port, 359 Fashion industry Bangladesh clothing factory tragedies, 264, 264e in Italy, 527 outsourcing, 274e soccer and, 150–151, 150e top exporters, 258t Fast Retailing, 37, 38, 38e Fax machine market, 203 Fédération Internationale de Football Association (FIFA), 150–151 Femininity-masculinity dimension of culture, 137–138, 139, 140 Firm strategy, structure, and rivalry, 529, 530e First-mover advantage, 240 Five forces model, 511–516, 514e Flagship model, 520–521, 521e Flexible cost-plus pricing, 357, 364 Floating supermarkets, 390e FOB (free on board) named port, 359 Focus, importance of, 30 Focus groups, 206–207 Focused differentiation, 516–520, 519e Food preferences, as expression of culture, 130–132, 135, 135e, 146, 406, 406e Ford Motor Company, 96e Foreign consumer culture positioning (FCCP), 244, 247–248 Foreign Corrupt Practices Act, 174 Foreign currency options, 86 Foreign direct investment (FDI), 289 Foreign purchasing agents, 268 Foreign sales corporations (FSCs), 260 Form utility, 385 Formal market research data analysis, 208–213, 209f, 209t, 210t, 211f, 212t data availability examination, 198–201, 201t information requirements, 196–197, 197t interpretation and presentation, 213 overview, 196, 197f problem definition, 198 research design, 201–208 unit of analysis, 198 value of research assessment, 201 Forward markets, 83, 86 Four Ps (product, price, place, and promotion), 26 France Carrefour SA, entry in Dubai (UAE), 384–385, 384e, 415 Carrefour SA presence, 224 changing food traditions, 131, 132 McDonald’s presence, 34, 56 wine production, 131, 164e Franchising, 287–289, 288e, 403 Free alongside ship (FAS) named port, 359 Z03_KEEG7389_08_SE_SIDX.indd 601 Free carrier (FCA), 359 Free markets vs central planning, 60–61, 63, 69, 89 Free on board (FOB) named port, 359 Free trade agreements (FTAs), 95 Free Trade Area of the Americas (FTAA), 106 Free trade areas (FTAs), 95 Free trade countries, 255 Free trade zones (FTZs), 260, 281, 282 Free-standing inserts (FSIs), 453 Freight forwarders, 269 FTAA (Free Trade Area of the Americas), 106 F-Terms, 359 Full absorption cost method, 357 Full ownership investment, 293–296 Full-line discounters, 396 Full-service agencies, 427 Future orientation, 138, 140 G Gaman approach (Japan), 138 Gambling, online, 186–187, 186e GATT (General Agreement on Tariffs and Trade), 44, 93–94, 155e GCC (Gulf Cooperation Council), 115, 115f, 415 GCCP (Global consumer culture positioning), 126 Gender segmentation, 228–229 General Agreement on Tariffs and Trade (GATT), 44, 93–94, 155e, 260–261, 266, 360n11, 371–372 General Electric, 85, 301 General Motors, 41, 42, 292, 292e, 326, 326e, 472 Generic competitive advantage strategies, 516–520, 518e, 519e Genetically modified organisms (GMOs), 158, 158e Geocentric orientation, 42–44, 214, 334, 442, 462 Geocentric pricing, 369 Geographical division structures, 556–557, 556f Germany See also specific companies exports, 82 shopping preferences, 28 Gillette, 321e Global advertising, 419–436 See also Public relations advertising agencies, 425–429, 425t, 426f, 427t anti-smoking initiatives, 428, 429e basic concepts, 419–422 creative strategies, 429–434 defined, 420 media decisions, 435–436, 494 mobile advertising, 500–502, 501e standardization vs adaptation approaches, 422–425, 424e top marketers by ad spending, 421t Global brand development, 324–327, 324t, 325e, 326e Global brand franchises, 522 Global brand leadership, 325–327 Global companies, defined, 42, 42n69 Global competition, competitive advantage and, 524–525 Global consumer culture positioning (GCCP), 126, 245–247, 246e, 247e Global distribution channels See Distribution channels Global economic crisis (2008– ) battle of ideas and, 60–61, 89 East-Asian countries, limitations in trade, 255 euro zone effects, 122–123 trade financing and, 270–271 Global elite, 228 Global industries, defined, 29–30 Global integration, 44–50, 44f, 62 Global localization, 34 Global market entry strategies See Market entry strategies Global market participation, 33 Global market research, 188–219 control of, 214 data analysis, 208–213, 209f, 209t, 210t, 211f, 212t data availability examination, 198–201, 201t defined, 196 information requirements, 196–197, 197t information technology, 189–194 interpretation and presentation, 213 market information sources, 194–195 market research process overview, 196, 197f Nestlé case study, 188–189, 188e, 217 problem definition, 198 research design, 201–208 as strategic asset, 214–215 unit of analysis, 198 value of research assessment, 201 Whirlpool case study, 218–219 Global market segmentation, 221–242 assessing market potential, 235–240, 236e, 237t, 238e, 239t, 240f behavior segmentation, 231, 232 benefit segmentation, 231, 233, 233e, 234 defined, 221 demographic segmentation, 220–221, 223–229, 225t, 226t, 228e, 229e, 233 ethnic segmentation, 234–235 overview, 221–223 product-market decisions, 241–242, 241t psychographic segmentation, 229–231, 231t, 232 Global marketing See also Organizing for global marketing defined, 26 forces affecting, 44–50, 44f growing importance of, 26 impact on culture, 135 importance of, 38–39 management orientations, 40–44 new products in, 340–344, 342f product adaptation-communication extension, 337–338 product extension-communication adaptation, 335–337 product-communication adaptation, 338–339, 340 product-communication extension, 335, 336e responsibility for, 549t strategic alternatives overview, 332–335, 334f, 340 varying approaches to, 31–38 Global marketing strategy (GMS), 31, 31t, 33–34, 33e Global outsourcing, 274 See also Sourcing strategies 3/3/14 8:11 PM 602 Subject/Organization Index Global positioning systems (GPS), 501 Global products and brands, 321–324, 321e, 323e, 324t Global retailing department stores, 395, 395t market expansion strategies, 402–405, 403f, 404e top five global retailers, 394t trends in, 399–402 types of, 394–399, 398e, 398t, 399e, 401–402, 401f Global strategic partnerships, 296–302, 297f, 298e, 298t Global strategies, leverage from, 49 Global teens, 227–228 Global trade environment, 92–123 Africa, 116–119, 117f, 117t, 118t Asia-Pacific, 92, 92e, 106–108, 106f, 109e Europe, 92–93, 109–113, 110f, 111t, 112e, 121–123, 122e Latin America, 100–106, 100f, 102f, 104e, 105t, 106 Middle East, 114–116, 114e, 115f North America, 98–99, 98f, 99f preferential trade agreements, 92–93, 94–97, 96e, 97f, 97t TPP and TAPA, 92–93, 92e, 121 WTO and GATT, 93–94, 94t Globalization corporate social responsibility and, 566–567 defined, 29 degree of, 29–30 impact on culture, 134, 135 leadership role, 546 opposition to, 50, 566 Globaphobia, 50 GNH (Gross National Happiness), 108, 109e Google, 486, 486e, 503 Government role See also Political environment assistance to exporters, 260 entry barriers and, 512 national competitive advantage and, 530–531 pricing decisions and, 365–366 subsidies, 260, 262, 366 Gray market goods, 369–371, 380 Greece, global economic crisis effects, 122–123 Greenfield investment, 293, 294, 295t Grenada, CARICOM membership, 105 Gross domestic product (GDP), 62–63, 63n28 Gross National Happiness (GNH), 108, 109e Gross national income (GNI), 63n6, 70 Gross national product (GNP), 63n28 Group of Eight (G-8), 78, 79e Group of Seven (G-7), 78, 89 Group of Twenty (G-20), 78 Growth strategies, product/market matrix of, 26–27, 27t Guangdong province, offshoring, 281 Guatemala, SICA membership, 100–101 Gulf Cooperation Council (GCC), 115, 115f, 415 Guyana, CARICOM membership, 105 H Haidi Lao restaurant chain, 26 Haiti, CARICOM membership, 105 Hard discounters, 396–397 Harley-Davidson, 37, 38, 42, 200, 200e Z03_KEEG7389_08_SE_SIDX.indd 602 Harmonization, of products, 112 Harmonized Tariff System (HTS), 261, 265–266, 265t Hedging, 85–86 Heinz, 433–434 Helms-Burton Act, 183, 184 Henkel, 335, 336e Heritage Foundation, 67 Hershey Corporation, 554 Hidden champions, 243 Hidden trade barriers See Nontariff barriers (NTBs) High-context cultures, 136, 136t, 480–481 High-frequency stores, 390 High-income countries, market development stages, 77–78 High-tech products, 245–247, 248e High-touch products, 246–247, 248e Hispanic American segment, 234 Hofstede’s cultural typology, 137–141, 137t, 455 Home demand, 527–528 Honda, 37, 38 Honduras, SICA membership, 100–101 Hong Kong Asian tigers, 254e, 255 AsiaWorld-Expo, 281 European Free Trade Association (EFTA), 281 Hong Kong Convention and Exhibition Centre (HKCEC), 281 Hong Kong International Airport (HKIA), 281 Hong Kong International Trade and Exhibition Centre, 281 Hong Kong Trade and Development Centre, trade statistics, 281 “one country, two systems,” 281 regional distribution centers (RDCs), 281 special administrative region (SAR), 281 trade hub, 281 Horizontal keiretsu, 305 Horizontal price fixing, 372 Horse meat recall, 406, 406e Host-country sales personnel, 462, 463 Human resources, as factor condition, 525 Hungary, strategic partnerships, 303 Hypercompetitive industries, 531–535, 532t, 533e Hypermarkets, 397 Hypertext Markup Language (HTML), 485 Hypertext Transfer Protocol (HTTP), 485 Hyundai, 316 Hyundai Motor Company, 290e I IBM, 458–459, 484 ICC (International Chamber of Commerce), 177 IKEA, 407–408, 408f, 519–520, 541–542, 541e, 570e Image advertising, 438, 439e Imax Corporation, 354e Imitations (associative counterfeits), 163–164 Implementation process, 461–462, 461e Import-substitution industrialization (ISI), 254–255 Importing and exporting, 254–283 export-led growth, 254–255, 281 export selling vs export marketing, 255–257, 256e home-country organizational issues, 269–270 increase in, 82 key participants, 268–269, 283 market-country organizational issues, 270 national policies governing, 258–265, 258t, 259e, 261t, 263e, 264e organizational export activities, 257, 258t security concerns, 273 sourcing strategies, 274–279, 274e, 275e, 275t, 276e stages in, 257 tariff systems, 157, 260–261, 265–267, 265t, 266t, 274 top exporters and importers, 82t, 110f trade financing and methods of payment, 270–273, 272f Inbound logistics, 408 Incipient markets, 204 Income, market segmentation by, 224–227, 225t Incoterms (International Commercial Terms), 359–361 Independent distributors, 270 Independent franchise stores, 388 Index of economic freedom, 2013 rankings, 68t India ASEAN membership, 107 cell phone market, 502 cosmetics market, 253 as emerging market, 33, 61 income disparity, 227 market development stages, 70–71, 73 market segmentation, 235–236 McDonald’s presence, 55, 56 organized retail in, 394, 415 outsourcing to, 276e smartphone market, 58 Indirect involvement channel establishment, 391–392 Individualist cultures, 137, 138, 139, 140 Indonesia ASEAN membership, 106 as emerging market, 33, 61n23 Tupperware presence, 387, 387e Industrial product distribution channels, 390–391, 391f Industrializing countries, market development stages, 73–75 Inflation, 364–365 Infomercials, 467–468 Information intensity, 215 Information requirements, market research, 196–197, 197t Information revolution, 45, 63 See also Digital revolution Information technology, global market research, 189–194 Information utility, 385 Infrastructure resources, 277–278, 526 Inland water transportation, 409 Innovation brand and production decisions, 339–340 diffusion of, 142–145, 144f Innovator’s dilemma, 489 In-pack coupons, 454 Insurance, political risk, 157 Intangible attributes, 316 Intangible property sales, 374 Integrated circuits, 484 Integrated marketing communications (IMC), 419–420 3/3/14 8:11 PM Subject/Organization Index 603 Integration of competitive moves, 33 Intel, 169e Intellectual property, 163–167, 163e, 164e, 165e, 166e, 167t, 168e, 503, 505 Interaction effect, 144 Interactive television (ITV), 468–469 Interdependence techniques, 209–211, 209f, 210t, 211f Interest, in adoption process, 142 Intermediaries, distribution channels, 386, 392–393 Intermodal transportation, 411–412 Internal hedging methods, 86 International Chamber of Commerce (ICC), 177 International Commercial Terms (Incoterms), 359–361 International companies, defined, 40 International Convention for the Protection of Industrial Property, 166 International Court of Justice, 160, 160e International division structures, 553–554, 554f International finance, overview, 83–85, 84t International law, overview, 160–161, 160e International new-product departments, 343–344 International products and brands, 320–321 International Union for the Protection of Literary and Artistic Property, 166 Internet See also Digital revolution advertising via, 435, 436, 438 coupon distribution, 454 gambling on, 186–187, 186e history of, 484–488 impact on global marketing, 193–194 phone service via, 504 social media, 349, 438, 493 as transportation mode, 411 Internet Corporation for Assigned Names and Numbers (ICANN), 488 Intracompany cross-national comparisons, 212–213 Intracorporate exchanges, 373 Intranets, 190 Inventory management, 408–409, 412 Investment equity stake or full ownership, 293–296, 294t, 295t, 296e joint ventures, 289–292, 290e, 292e, 293t, 296, 464 iPhones, 58 Iran, anti-smoking initiatives, 429e Iraq, ACC membership, 115 Ireland, global economic crisis effects, 123 Islam Danish cartoon protest, 128e Islamic law, 162 marketing implications, 127 Italy austerity measures, 123 export strengths, 526e fashion industry, 527, 528e Reguzzoni-Versace Law, 179 tourism in Venice, 124–125, 124e, 148–149, 148e iTunes Store, 502–504 J Jaguar, 313, 313e Jamaica, CARICOM membership, 105 James Bond films, 476, 476e Z03_KEEG7389_08_SE_SIDX.indd 603 Japan advertising conventions, 434 ASEAN membership, 107–108 Asian tigers, 255 auto industry involvement, 28, 37, 38, 388 communication issues, 133 cooperative strategies, 107, 303–306 cotton-textile industry, 254 cultural typology, 137, 138, 139 fax machine market, 203 gaman approach, 138 jidoka concept, 561e joint ventures, 291 keiretsu system, 107, 303–306 lean production, 559–563, 561e luxury goods marketing, 380–381 organizational structures, 550 potential TPP membership, 121 retailing changes, 400–401 strategic partnerships with Western companies, 300–302 Tesco presence, 417 Tokyo Disneyland, 141e value of dollars to yen, 363t JCDecaux, 469e JCPenney, 401, 412 Jeep Grand Cherokee, 360t, 361f Jidoka concept, 561e Jobbers, 268 John Deere, 47e Johnson & Johnson, 567, 567e, 574 Joint ventures, 289–292, 290e, 292e, 293t, 296, 403–405, 464 Jordan, 115 Jurisdiction, 162–163 Just-in-time manufacturing, 561e K Keiretsu system (Japan), 107, 303–306 Key consumers, 520 Key customers, 520 Key suppliers, 520 KFC, 127 Kikkoman, 452, 453e Know-how advantage, 533 Knowledge resources, as factor condition, 526 Komatsu, 522 Korea See South Korea Kraft, 358 Kuwait, GCC membership, 115 L Labeling, 121, 317–318 Land Rover, 313 Language advertising copy, 432 as expression of culture, 132–134, 132f, 133f leadership and, 547 in positioning strategies, 247 web sites and, 496 Laos, ASEAN membership, 106 Late movers, 240 Latent markets, 203–204 Latin America See also specific countries as emerging market, 250 marketing industrial products in, 480–481 trade agreements, 100–106, 100f, 102f, 104e, 105t, 106 “Launching People,” Samsung, 446–447 Law of disproportionality, 231 Law of one price, 351 Layers of advantage, 522–523 Leadership core competence and, 548–549, 549t nationality of top management, 546–547, 547e, 548t overview, 545–546 Leads (potential customers), 459 Lean production, 559–563, 561e Least-developed countries (LDCs), market development stages, 71, 75–77 Legal environment, 160–177 antitrust concerns, 168–172, 169e, 170e, 171t bribery and corruption, 173–175, 173t common vs civil law, 161–162, 162e dispute settlement, 175–177 intellectual property, 163–167, 163e, 164e, 165e, 166e, 167t, 168e international law, 160–161, 160e Islamic law, 162 jurisdiction, 162–163 licensing and trade secrets, 172–173 LEGO company, 543, 543e Letter of credit (L/C), 271 Leverage, 48–49 Levi Strauss & Company, 367 Lexus, 241–242, 241t Libya, AMU membership, 115 Licensing exclusive license arrangements, 463 global retailing, 403–405 as market entry strategy, 286–289, 286e, 288e overview, 172–173 Line extensions, 342 Linux operating system, 498e Litigation, 175–177 Local consumer culture positioning (LCCP), 248 Local markets vs global marketplace, 25 Local products and brands, 320, 324t Localized/adaptation approach, 41 Location-based advertising, 501 Logistics management, 277, 405–408, 407f, 412 Logos, 320 Long-term orientation, 138 Loose bricks, 523 L’Oréal, 252, 252e, 253 Louis Vuitton, 163e Low-context cultures, 136, 136t Lower-middle-income countries, market development stages, 71, 73, 75–77 Low-income countries market development stages, 70–71, 72, 75–77 pricing decisions, 350–351, 350e, 379, 382–383, 382e segmentation, targeting and positioning in, 220–221, 220e, 250–251 Loyalty programs, 191, 191e, 192 Luxottica, 527, 528e Luxury badging, 328, 329, 380–381, 493–494 LVMH Moët Hennessy–Louis Vuitton SA, 380–381, 380e, 380f M Maastricht Treaty, 112 Madrid Protocol, 165 Magalogs, 466 3/3/14 8:11 PM 604 Subject/Organization Index Mail-order marketing, 466–467, 466e Main-carriage terms, 359 Malaysia ASEAN membership, 106, 107 coupon use, 455 Darul Rahmat Sdn Bhd (DRSB), 311–312 TPP membership, 121 Mo’men, 284–285, 284e, 311–312, 311e Malbec wine (Argentina), 90–91, 90t, 103 Management information systems (MISs), 189–190 Management myopia, 49–50 Management orientations, 40–44 Management-only agreements, 464 Manufacturer-owned stores, 388 Manufacturer’s export agents (MEAs), 268 Manufacturing decreasing share in employment, 63 outsourcing, 50e, 104, 274–279, 274e, 275e, 275t, 276e Market access, outsourcing and, 278 Market capitalism, 64, 65t Market development stages, 70t high-income countries, 77–78 lower-middle-income countries, 71, 73, 75–77 low-income countries, 70–71, 72, 75–77 marketing implications of, 79–80 strategies for, 26 upper-middle-income countries, 73–77 Market entry strategies, 284–313 barriers to entry, 512–513, 534–535 cooperative strategies, 303–308 costs by strategy type, 285f global strategic partnerships, 296–302, 297f, 298e, 298t international partnerships in developing countries, 302–303, 304, 304e, 313 investment, 289–296, 290e, 292e, 293t, 294t, 295t, 296e, 464 licensing, 286–289, 286e, 288e, 463 market expansion strategies, 284–285, 308–309, 308t, 311–312, 311f, 402–405, 403f, 404e Market estimation by analogy, 213 Market expansion strategies, 284–285, 308–309, 308t, 311–312, 311f, 402–405, 403f, 404e Market holding strategy, 364 Market information, sources of, 194–195 Market penetration pricing strategy, 353–354 Market potential, assessment of, 235–240, 236e, 237t, 238e, 239t, 240f Market research, defined, 196 See also Global market research Market segmentation, defined, 221 See also Global market segmentation Market skimming pricing strategy, 352–353, 353e, 354e Market socialism, 65–66 Market-based transfer pricing, 373 Marketer-produced media, 479 Marketing See also Global marketing defined, 26 impact on culture, 135 principles of, 27–31 Marketing communication See also Personal selling; Public relations direct marketing, 464–469, 464t, 466e, 468e integrated marketing communications, 419–420 product placement, 473–476, 474e, 475e, 476e sales promotion, 449–455, 450e, 450t, 453e Z03_KEEG7389_08_SE_SIDX.indd 604 sponsorship, 448–449, 448e, 452, 471–473, 471e, 473e, 479 support media, 469–471, 469e, 469t, 470e Marketing mix Burberry case study, 33 defined, 26 European Union effects, 112–113 McDonald’s, 37, 37t Marketing model drivers, 239–240 MarketResearch.com, 201, 201t Markets convergence of needs and wants, 45 defined, 28 size of, 39t Mars Inc., 325 Maruti Suzuki, 259e Mary Kay Cosmetics, 388 Masculinity-femininity dimension of culture, 137–138, 139, 140 Maslow’s needs hierarchy, 327–329, 328f, 329e, 330f Massively multiplayer online games (MMOG), 498 Matrix organizations, 557–559, 558f Mauritania AMU membership, 115 ECOWAS membership, 116 McArthurGlen, 399e “McDonaldization of culture,” 135 McDonald’s Corporation, 34–35, 37, 37t, 55–57, 55e, 227, 431 Mecca-Cola, 127 Media decisions, advertising, 435–436 Mena (Middle East and North Africa), 116, 384–385, 415 Mercantilism, 84 Merchandise trade, 81, 82–86, 82t, 83f, 84t Mercosur (Common Market of the South), 102f, 103 Meredith Corporation, 553, 553e Mergers and acquisitions (M&A), 293, 294, 295, 295t, 403 Metrics of value, 490 Mexico as emerging market, 33 TPP membership, 121 trade agreements, 99 Microsoft Corporation, 170e, 382–383, 484 Middle East BlackBerry in, 170 Islam, 127, 128e, 162 Nestlé case study, 188–189, 188e, 217 trade agreements, 114–116, 114e, 115f Miller Brewing, 304, 304e MINTs (Mexico, Indonesia, Nigeria, and Turkey), 33 See also individual countries Mitsubishi, 72, 224–225 Mobil, 155e Mobile advertising, 500–502, 501e Mobile commerce (m-commerce), 500–502, 501e Mobile gaming, 504 Mobile music, 502–504 Mobile phone industry See Cell phone industry Mo’men, 284–285, 284e, 311–312, 311e Montserrat, CARICOM membership, 105 Morocco, AMU membership, 115 Most-favored nation (MFN) status, 265 Mother hens (exporters), 269 Multidimensional scaling (MDS), 210–211, 210t, 211f Multilateral trade agreements, 44–45 Multinational companies control of market research, 214 defined, 41, 42n47 Multisegment targeting, 243 Music as expression of culture, 129 mobile music, 502–504 Walmart influence on industry, 513, 514e Myanmar ASEAN membership, 106 market development stages, 72, 72e Myopia, as restraining force, 49–50 N N11 (Next-11) countries, 75 NAFTA See North American Free Trade Agreement (NAFTA) National competitive advantage, 524–531, 526e, 528e, 530e, 531t, 535–536 National Football League (NFL), 29e National Trade Data Base (NTDB), 199 Nationalization of assets, 159 NAVTEQ Media Solutions, 501, 501e Needs and wants, convergence of, 45 Needs-based product planning, 327–329, 328f, 329e, 330f Negative publicity, 418–419, 418e, 437, 437e, 439t, 445 Negotiated transfer pricing, 373 Negotiation step, in presentation plans, 461 Nestlé SA, 30, 35e, 73e, 76, 188–189, 188e, 217, 233, 250, 390e Netflix, 499, 499e New Balance Athletic Shoe, Inc., 568e New entrants threat, 511–513 New products development of, 342–343 identifying ideas, 340–342, 342f international departments, 343–344 testing of, 344 New York Convention, 176 New Zealand ASEAN membership, 107 TPP membership, 121 Newly industrializing economies (NIEs), 75 See also specific countries Nicaragua, SICA membership, 100–101 Niches, 243 Nielsen Media Research International, 196, 205 Nigeria, as emerging market, 33 Nike, 31, 339, 431, 433, 440, 440e Nissan, 28, 351, 379 Nokia, 212, 324–325, 325e Nominal scales, 207 Non-business infrastructure (NBI), 520 Nongovernmental organizations (NGOs), 563 Nonprice promotions, 449 Nonprobability samples, 208 Nontariff barriers (NTBs), 50, 261, 263 Nonverbal communication, 132, 134 Nonword mark logos, 320 Normal trade relations (NTR), 265 North America, trade environment, 98–99, 98f See also Canada; Mexico; United States 3/3/14 8:11 PM Subject/Organization Index 605 North American Free Trade Agreement (NAFTA), 41, 44, 99, 99f, 274 Not invented here (NIH) syndrome, 340 Nucor, 323e O Observation, for data collection, 205, 206 Ocean transportation, 409, 410t, 412e Offset arrangements, 376 Offshoring, 274 See also Outsourcing; Sourcing strategies Ogilvy & Mather, 431 Olympic Games sponsorship, 471, 471e uniform outsourcing, 50e Oman, GCC membership, 115 Omnicom Group, 426–427, 426f One Laptop Per Child (OLPC), 382–383, 382e One-to-one marketing, 464 Online gambling, 186–187, 186e On-pack coupons, 453–454 Open-account sales, 273 OPIC (Overseas Private Investment Corporation), 157 Optimum prices, 351 Options, foreign currency, 86 Order delivery, 408 Order entry, 408 Order handling, 408 Order processing, 408 Organic growth, 403 Organization for Economic Cooperation and Development (OECD), 78, 175 Organizational culture, 49–50 Organized retail, 394–399, 415 Organizing for global marketing, 549–563 geographical and product division structures, 556–557, 556f international division structures, 553–554, 554f lean production and, 559–563, 561e matrix structures, 557–559, 558f overview, 549–553, 553e regional management centers, 555–556, 555f Outbound logistics, 408 Outdoor advertising, 469–471, 469t, 470e Outlet stores and malls, 398–399, 399e Outsourcing, 50e, 104, 274–279, 274e, 275e, 275t, 276e Overseas Private Investment Corporation (OPIC), 157 P Pacific Rim countries, diffusion of innovation in, 144–145, 144f Packaging, 316–317, 318 Paid search advertising, 494 Panama, SICA membership, 100–101 Paraguay, Mercosur membership, 103 Parallel importing, 369 Parallel trading/barter, 376 Parallel translations, 205 Pareto’s Law, 231 Paris Convention, 166 Patent Cooperation Treaty, 167 Patents, 163, 167, 167t Pattern advertising, 423 Payment methods, importing and exporting, 270–273, 272f Z03_KEEG7389_08_SE_SIDX.indd 605 Peer-to-peer (p-to-p) marketing, 387, 491 Penetration pricing strategy, 353–354 Peoplemeters, 205 Perception color, 128–129 direct sensory, 194–195 self-reference criterion and, 141–142, 198, 204–205 Perishable goods distribution channels, 389–390 Personal computers, 484 Personal interviews, 205 Personal selling basic concepts, 455–457 case study, 480–481 sales force nationality, 462–464, 462e strategic/consultative selling model, 457–462, 457f, 459f, 460f, 461f Personal selling philosophy, 458 Peru Andean Community membership, 101 Mercosur membership, 103 TPP membership, 121 Pharmaceutical industry, market by region, 46t Philippines, ASEAN membership, 106 Physical culture, 126 See also Culture Physical distribution activities, 408–412, 409t, 410e, 410t, 412e Physical resources, as factor condition, 525 Piggyback exporters, 269 Piracy, 164, 505 Place utility, 385 Platforms, 342–343 Pluralization of consumption, 222 Point-of-use sampling, 452 Political environment personal selling and, 456 political risk, 155–157, 156t, 278 seizure of assets, 159 sovereignty concerns, 154–155, 155e taxes, 157 Political risk, 155–157, 156t, 278 Pollo Campero, 287, 288e Polycentric orientation, 41, 44, 214, 335, 442, 462 Polycentric pricing, 368–369 Popularly Positioned Products (PPP), Nestlé, 217 Population, market segmentation by, 224–227, 226t Port of New York, 412e Positioning defined, 221 low-income countries, 220–221 overview, 243–244 strategy options, 244–248, 246e, 247e, 248e Postindustrial countries, 77 Post-main-carriage terms, 359 Potential competition, 237–238 Potential markets, 203–204 Power distance, 137, 138, 139, 140 Precedent principle, 161 Preferential tariffs, 266 Preferential trade agreements, 92–93, 94–97, 96e, 97f, 97t Pre-main-carriage terms, 359 Presentation plans, 459 Presentation step, 460 Presentation strategies, 459 Price ceilings, 351 Price discrimination, 372 Price fixing, 372–373 Price floors, 351 Price promotions, 449 Price transparency, 364 Pricing decisions, 350–383 basic concepts, 351–352 companion products pricing strategy, 354–355 cost-plus pricing, 357–360, 360t, 361e, 364 countertrade, 374–377 dumping, 371–372 environmental influences on, 361–367, 362e, 363f, 364t export price escalation, 356–361, 360t, 361e gray market goods, 369–371, 380 low-income consumers, 350–351, 350e, 379, 382–383, 382e luxury goods marketing, 380–381 market penetration strategy, 353–354 market skimming strategy, 352–353, 353e, 354e policy alternatives, 367–369 as positioning strategy, 244 price fixing, 372–373 target costing, 355–356 transfer pricing, 373–374, 373t in value equation, 27–28 Primary data, 201–202 Primary function of goods, 328 Primary stakeholders, 563 Principals (exporting), 268 Print media, importance in advertising, 435, 436 Privacy concerns customer data collection, 193 e-commerce, 496, 497e Internet use, 488, 503 Private international law, 161–162 Privatization, as market force, 47–48 Probability samples, 208 Problem definition (market research), 198 Procter & Gamble, 188, 250, 355–356, 493, 557 Product (RED), 564e Product, price, place, and promotion (four Ps), 26 Product adaptation-communication extension strategy, 337–338 Product concepts, overview, 315–319 Product cultures, 420 Product development costs, as market force, 45–46 Product differentiation, 512, 516, 517, 518e Product division structures, 556–557, 556f Product extension-communication adaptation strategy, 335–337 Product invention, 333, 334 Product placement, 473–476, 474e, 475e, 476e Product planning, needs-based, 327–329, 328f, 329e, 330f Product saturation levels, 79–80 Product strategies, in personal selling, 458 Product transformation, 337 Product warranties, 316 Product-communication adaptation strategy, 338–339, 340 Product-communication extension strategy, 335, 336e Productivity, employment rates and, 62–63 Product-market decisions, 241–242, 241t Product/market matrix of growth strategies, 26–27, 27t Products defined, 315 types of, 316 3/3/14 8:11 PM 606 Subject/Organization Index Projective technique, 207 Promotion web sites, 492 Protectionism, 99, 121 See also Nontariff barriers (NTBs); Tariffs Psychographic segmentation, 229–231, 232 Public international law, 160 Public relations See also Global advertising defined, 436 differing practices worldwide, 442 growing role of, 441 negative publicity, 418–419, 418e, 437, 437e, 439t, 445 types of, 436–441, 439e Publicity, defined, 437 See also Public relations Purchasing power parity (PPP), 84–85, 85n47 Pussy Riot incident (Russia), 152e, 153, 181 Put options, 86 Q Qatar, GCC membership, 115 Qibla Cola, 127 Qualified leads, 459 Quality as market force, 46 as positioning strategy, 244 Quality control, in lean production, 560, 561e Quota samples, 208 Quotas, 261, 262 QVC shopping channel, 468e R Radio, importance in advertising, 435 Rail transportation, 409, 410e, 411 Rainforest Alliance, 358 Ralph Lauren, 50e Rational appeal, 430 Reactivity, 205 Real time enterprises (RTEs), 190 Red Bull, 448–449, 448e, 479 Reebok, 353e Regiocentric orientation, 41, 44, 462 Regional management centers, 555–556, 555f Regional manufacturing, 522 Regulatory environment basic concepts, 177–179, 179t distrust of GMOs, 158, 158e personal selling and, 456 pricing decisions and, 366, 374 as trade barrier, 263 Reguzzoni-Versace Law, 179 Related and supporting indus, 529 Relationship enterprises, 307 Relationship marketing, 458 Relationship strategies, in personal selling, 458 Relative advantage, 143 Religion as expression of culture, 127–128 sustainable production and, 358 Renault, 28, 49, 350–351, 350e, 355, 379 Renewable energy, 221, 250, 251 Research design data collection issues, 202–204 overview, 201–202 research methodologies, 204–208 Research in Motion (RIM), 170 Resource utilization, leverage from, 49 Z03_KEEG7389_08_SE_SIDX.indd 606 Restraining forces, 49–50 Restrictive administrative and technical regulations, 263 Retailing, global See Global retailing Revaluation, 84 Reverse outsourcing, 104 Rigid cost-plus pricing, 357, 364 Rivalry among competitors, 515–516 national competitive advantage and, 529, 530e Rolling Stone (magazine), 130e Rolling Stones (band), 66e Rolls-Royce, 229e Royal Dutch Shell, 39 Rules of engagement, changing, 523 Rules of origin, 95 Russia economic reforms, 152–153, 156, 157 as emerging market, 33, 61, 73 G-8 membership, 78 joint ventures, 292, 292e market development stages, 70–71, 73 market segmentation, 232, 232e McDonald’s presence, 56 Pussy Riot incident, 152e, 153, 181 state involvement in economy, 181–182 strategic partnerships, 303 S SABMiller, 304, 304e SADC (Southern African Development Community), 118, 118t Safe Harbor agreement, 193 St Kitts and Nevis, CARICOM membership, 105 St Lucia, CARICOM membership, 105 St Vincent and the Grenadines, CARICOM membership, 105 Sales agents, 463 Sales demonstration step, in presentation plans, 460 Sales force automation (SFA), 193 Sales force nationality, 462–464, 462e Sales on open account, 273 Sales promotion basic concepts, 449–452 couponing, 453–455 examples of, 450e, 450t potential difficulties with, 454–455 sampling, 452–453, 453e Salient attributes, 211–212 Salvatore Ferragamo, 24e Sampling (market research), 208 Sampling (sales promotion), 452–453, 453e Samsung Group, 58–59, 299, 307, 446–447 Saudi Arabia GCC membership, 115 importance of market in Middle East, 114 Scalar equivalence, 207 Scale development, market research, 207–208 Scale economies, 48, 512 Scotland, brand equity of, 331–332, 333e Search engines, 486 Secondary data, 198 Secondary purpose of goods, 328–329, 329e Secondary stakeholders, 563 Segment simultaneity, 222 Segmentation See Global market segmentation Seizure of assets, 159 Selected competitors, 520 Self-reference criterion, 141–142, 198, 204–205 Selfridge & Company, 404, 404e Selling proposition, 430 Sematech, 307 Services trade, 81, 82–86, 82t, 83f, 84t Servicing the sale, 461–462 Shanghai Expo (2010), 472, 473e Shenzhen, global manufacturing for export production, 255 Sherman Act, 168 Shipco Transport, 283 Shopping malls, 397, 398t, 400 Short message service (SMS), 500 Short-term orientation, 138 SICA (Central American Integration System), 100–101, 100f Siemens AG, 518e Sight drafts, 273 Singapore ASEAN membership, 106, 107 Asian tigers, 255 mixed markets in, 67, 67e TPP membership, 121 wine industry, 362 Single-column tariffs, 265 Single-country marketing strategy, 31, 33 Six-step presentation plans, 459–462, 460f Skimming pricing strategy, 352–353, 353e, 354e S-LCD (strategic partnership), 299 Slipknot, 514e Slovenia, image campaign, 330–331, 331e Slow Food gatherings, 135, 135e Smart Car, 348–349, 348e Smartphones industry competition, 58–59 mobile advertising and mobile commerce, 500–502, 501e mobile gaming, 504 mobile music, 502–504 Snecma, 301 Soccer fashion and, 150–151, 150e World Cup sponsorship, 471, 473, 473e Social couponing, 454 Social media, 349, 438, 493, 509, 562 Social responsibility See Corporate social responsibility Socialism, centrally planned vs market, 65–66 Sony Corporation, 231, 231t, 287, 299, 322, 323–324, 355, 488, 533–534, 552, 552e Sourcing strategies, 274–279, 274e, 275e, 275t, 276e, 367 See also Outsourcing South Africa beer industry, 304, 304e Council for Scientific and Industrial Research (CSIR), 217 Department for Science and Technology (DST), 217 as emerging market, 33, 61 market development stages, 70–71, 73, 75 South African Breweries, 304, 304e 3/3/14 8:11 PM Subject/Organization Index 607 South Korea ASEAN membership, 107 Asian tigers, 255 chaebol system, 307 digital revolution in, 487, 487e, 497 free trade agreement with US, 96e market development stages, 77–78 Samsung Electronics Co Ltd., 446–447 Tesco presence, 417 Southern African Development Community (SADC), 118, 118t Sovereign wealth funds, 81 Sovereignty, 154–155, 155e Special economic zones (SEZs), 255, 260 Specialty retailers, 395 Specific duty, 267 Sponsorship, 448–449, 448e, 452, 471–473, 471e, 473e, 479 Spot markets, 83 Spreadsheets, 484 Stakeholder analysis, 563 Stakeholders, 563–565 Standard of living vs income, 225–226 Standardization vs adaptation case studies, 34 defined, 31 global advertising, 422–425, 424e Standardized global marketing, 242 Standardized/extension approach, 40 Star Alliance, 298e Starbucks Corporation, 26–27, 564–565, 569 Stare decisis principle, 161 State capitalism, 89 Status, in needs hierarchy, 329 STIHL Inc., 398e Strategic alliances See Global strategic partnerships Strategic assets, market research as, 214–215 Strategic intent, 521–524 Strategic international alliances See Global strategic partnerships Strategic/consultative selling model, 457–462, 457f, 459f, 460f, 461f Strategy, in national competitive advantage, 529 Streaming media, 498 Structure, in national competitive advantage, 529 Subaru, 28, 565e Subjective culture, 126 See also Culture Subsidies, 260, 262, 366 Substitute products threat, 513 Successful idealists, 230 Supercenters, 397 Supermarkets, 395–396 Superstores, 397 Suppliers, bargaining power of, 514 Supply chains, 405–408, 406e, 407f Support media, 469–471, 469e, 469t, 470e Suriname, CARICOM membership, 105 Survey research, 204–205 Sustaining technologies, 490 Swap (switch trading), 377 Swatch Group, 275, 348, 533, 533e Sweden government resource ownership, 66, 66t income and population, 225 media policies, 436 Z03_KEEG7389_08_SE_SIDX.indd 607 Swedish Arbitration Institute, 177 Switch trading, 377 Switching costs, 512 Syria, growth opportunities, 114–115 T Tabulation of data, 208–209 Tai Ping Carpets International, 31 Taiwan Asian tigers, 255 coupon use, 455 Tangible attributes, 315–316 Tangible property sales, 374 Target costing, 355–356 Target markets and segments, 235–240, 236e, 237t, 238e, 239t, 240f, 242–243 Targeting, 220–221, 242–243, 250–251 Tariff Act of 1930, 370–371 Tariffs defined, 260 purpose of, 260–261, 261t types of, 50, 265–267, 265t, 266t Tata Group, 26, 28, 313, 351, 379, 530e Tax incentives, 259–260 Taxes, 157, 374 Teenage market, global, 227–228 Telecommunications industry, 45, 63, 170, 504 See also Cell phone industry Telematics, 502 Teleshopping, 468, 468e Television importance in advertising, 435, 436 infomercials and shopping channels, 467–469, 468e product placement, 474–475 Temporary surcharges, 267 Terrorism concerns, importing and exporting, 273 Tesco, 28, 191, 191e, 395, 416–417, 416e Text messaging, 500 Thailand ASEAN membership, 106, 107 coupon use, 455 Think locally, act globally, 34, 35t Third-country nationals, 463 Tiered branding, 322 Timberland Company, 566e Time drafts, 273 Time orientation, 138 Time utility, 385 Time-series displacement, 213 Timing advantage, 533 Tobacco advertising, 428 Total Apparel Goup (TAG), 150–151, 150e Toyota, 37, 38, 39, 241, 242, 282, 305–306, 560, 561e TPP (Trans-Pacific Partnership), 92–93, 92e, 121 Trade barriers See Barriers to trade Trade deficits, 81 Trade environment See Global trade environment Trade financing, 270–273, 272f Trade in merchandise and services, 81, 82–86, 82t, 83f, 84t Trade missions, 256 Trade sales promotions, 449 Trade secrets, 172–173 Trade shows and fairs, 256–257, 256e Trademarks, 163 Transaction value, 266 Transaction web sites, 492 Trans-Atlantic Partnership Agreement (TAPA), 92–93 Transfer pricing, 373–374, 373t Transistors, 484 Transit advertising, 469–471, 469e Translation, of surveys, 204–205 Transnational companies, defined, 42, 42n47 Trans-Pacific Partnership (TPP), 92–93, 92e, 121 Transparency, 112 Transportation distribution channels and, 409–412, 409t, 410e, 410t, 412e as market force, 45 Treaty of Rome, 171, 178 Triad countries, 78 Trial, in adoption process, 142–143 Triangular trade, 377 Triangulation, 202 Trinidad and Tobago, CARICOM membership, 105 TRIPs (Agreement on Trade-Related Aspects of Intellectual Property Rights), 173 Trucks, for transportation, 409 Tunisia, AMU membership, 115 Tupperware, 387, 387e Turkey as emerging market, 33, 61n1 automotive sector, 282 balance of payment, 282 economy, 282 EU membership, 282 Ford Otosan, 282 Oyak-Renault, 282 special consumption tax, 282 Tofas-Fiat, 282 Twitter, 509, 562 Two-column tariffs, 265–266, 265t U Uncertainty avoidance, 138, 139, 140 UNCITRAL (United Nations Conference on International Trade Law), 177 Under Armour, 43, 43e Undifferentiated target marketing, 242 Unearned media, 437 Uniform Commercial Code (UCC), 161 Uniform Resource Locators (URLs), 485 Unilever, 41, 188, 450e, 544–545, 544e, 572–573, 572e Uniqlo, 37, 38, 38e, 42 Unit of analysis (market research), 198 United Arab Emirates (UAE) Al Islami Group, 284–285, 311–312 Carrefour, market entry, 384–385, 415 GCC membership, 115 Majid Al Futtaim, joint venture with Carrefour, 384–385, 415 Mo’men franchise, 284–285, 311–312 United Nations Conference on International Trade Law (UNCITRAL), 177 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards, 176 3/3/14 8:11 PM 608 Subject/Organization Index United States agricultural policies, 262 balance of payments, 80t, 81, 81t Cuba relations, 183–185, 183e, 183t services trade, 82 TPP and TAPA negotiations, 92–93, 121 trade balance, 83f trading partners, 98f Upper-middle-income countries, market development stages, 73–77 UPS (United Parcel Service), 405 Uruguay, Mercosur membership, 103 Usage rates, 231 U.S.-Canada Free Trade Agreement (CFTA), 98, 99 User status, 231 Use/user positioning strategy, 244–245 Utility, channel, 385 Uzbekistan, market development stages, 73 V Value chains, 27, 405–408, 406e, 407f, 560–563 Value equation, 27 Value networks, 489–490 Values, as expression of culture, 127 Variable import levies, 267 Venezuela Andean Community membership, 101, 103 end of Chávez era, 69 Z03_KEEG7389_08_SE_SIDX.indd 608 market development stages, 73e Mercosur membership, 103 Venice, tourism in, 124–125, 124e, 148–149, 148e Vertical keiretsu, 305 Vertical price fixing, 372 Vietnam ASEAN membership, 106 textile industry, 274e Virgin Group, 237–238, 238e, 323, 402, 405, 438 Virtual corporations, 308 Visa, 236, 236e Visual aesthetics, 318 Vodka industry, 232, 232e, 244 Voice over Internet Protocol (VoIP), 504 Volkswagen, 510–511, 510e, 538–540 W Walmart, 28, 39, 194, 195e, 397, 513, 514e Walt Disney Company, 286, 286e Warehouse clubs, 396 Warehousing, 408 Warranties, 316 Water transportation, 409, 410t, 411, 412e Web sites design and implementation, 494–497, 494t, 495t, 497e types of, 492 Whirlpool Corporation, 218–219 Wi-Fi, 500, 502 Wine industry Argentina, 90–91, 90t, 103 Australia, 240 emerging markets, 362, 362e France, 131, 164e WIPO (World Intellectual Property Organization), 165, 166e Word marks, 320 World Cup sponsorship, 471, 473, 473e World economy overview, 62–63 trends in, 46–48 World Intellectual Property Organization (WIPO), 165, 166e World Trade Organization (WTO), 45, 93–94, 94t World Wide Web, 485, 485e See also Digital revolution; Internet Y Yemen, ACC membership, 115 Yugo, 28 Z Zhuhai, global manufacturing for export production, 255 3/3/14 8:11 PM ... Intel 39,385 21 Honda 17 ,28 0 Samsung 32, 893 22 Pepsi 16,594 10 Toyota 30 ,28 0 23 H&M 16,571 11 Mercedes-Benz 30,097 24 American Express 15,7 02 12 BMW 29 ,0 52 25 SAP 15,641 13 Disney 27 ,438 Source:... 76,568 15 HP 26 ,087 IBM 75,5 32 16 Gillette 24 ,898 Google 69, 726 17 Louis Vuitton 23 ,577 Microsoft 57,853 18 Oracle 22 , 126 GE 43,6 82 19 Nokia 21 ,009 McDonald’s 40,0 62 20 Amazon 18, 625 Intel... M10_KEEG7389_08_SE_C10.indd 323 12/ 03/14 9:33 PM 324 Part 4 • The Global Marketing Mix Table 10-1 Product/Brand Matrix for Global Marketing PRODUCT BRAND Local Global Local Local product/local brand Global product/local