Chapter 1: Global Marketing in the Firm...............................................................................................5

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Chapter 1: Global Marketing in the Firm...............................................................................................5 1.1 Comparison of Global Marketing and Management: SMEs vs LSEs.............................................5 1.2 Should the Company Internationalize?........................................................................................5 1.3 Development of the ‘Global Marketing’ Concept........................................................................5 1.5 The concept of the value chain....................................................................................................7 1.6 Value shop and the service value chain.......................................................................................7 1.7 Global experimental marketing...................................................................................................8 Chapter 2: Initiation of Internationalization..........................................................................................9 2.1 Internationalization motives........................................................................................................9 Chapter 3: Internationalization theories..............................................................................................10 3.1 The Uppsala Internationalization model....................................................................................10 3.2 Transaction Cost Analysis (TCA) Model......................................................................................10 3.3 Born Globals...............................................................................................................................11 Chapter 4: Development of the firm’s international competitiveness.................................................12 4.2 Competition analysis in an industry (Porter’s Five Forces).........................................................13 4.3 Value chain analysis...................................................................................................................13 4.4 Blue ocean strategy and value innovation.................................................................................14 Chapter 5 The political and economic environment............................................................................15 5.1 The political/legal environment.................................................................................................15 5.2 The political risk analysis procedure..........................................................................................16 5.3 The economic environment.......................................................................................................16 5.4 BRIC – Emerging economies face slowing growth......................................................................17 Chapter 6: The international market selection process.......................................................................18 6.1 International market selection: SMEs versus LSEs.....................................................................18 6.2 Building a model for international market selection..................................................................18 6.3 Market expansion strategies......................................................................................................19 6.4 The global product/market portfolio.........................................................................................20 Chapter 7: Some approaches to the choice of entry modes................................................................21 7.1 The transaction cost approach...................................................................................................21 7.2 Factors influencing entry mode choice......................................................................................21 Chapter 8: Export modes.....................................................................................................................22 8.1 Indirect export modes................................................................................................................22 8.2 Direct export modes..................................................................................................................23 8.3 Cooperative export modes/export marketing groups................................................................23 Chapter 9: Intermediate entry modes.................................................................................................24 9.1 Contract manufacturing.............................................................................................................24 2 / 5

9.2 Licensing....................................................................................................................................24 9.3 Franchising.................................................................................................................................24 9.4 Joint ventures/strategic alliances...............................................................................................25 Chapter 10: Hierarchical modes...........................................................................................................27 10.1 Domestic-based sales representative......................................................................................27 10.2 Resident sales representatives/foreign sales branch/foreign sales subsidiary........................27 10.3 Foreign divestment: withdrawing from a foreign market........................................................28 Chapter 11: International sourcing decisions and the role of the sub supplier...................................29 11.1 Reasons for international sourcing..........................................................................................29 11.2 A typology of subcontracting...................................................................................................29 Chapter 12: Product decisions.............................................................................................................30 12.1 The dimensions of the international product offer..................................................................30 12.2 The Product Life Cycle..............................................................................................................31 12.3 New Products for the international market.............................................................................32 12.4 Product positioning..................................................................................................................32 12.5 Brand equity............................................................................................................................32 12.6 Branding decisions...................................................................................................................33 Chapter 13 Pricing decisions and terms of doing business..................................................................33 13.1 Factors influencing international pricing decisions..................................................................34 13.2 International pricing strategies................................................................................................34 13.3 Prices.......................................................................................................................................35 13.4 Internet implications for pricing..............................................................................................36 Chapter 14: Distribution decisions.......................................................................................................38 14.2 The structure of the channel....................................................................................................38 14.3 Multiple channel strategy........................................................................................................39 14.4 Managing and controlling distribution channels......................................................................39 14.5 Channel power in international retailing.................................................................................40 14.6 Grey marketing (parallel importing).........................................................................................40 Chapter 15: Communication decisions (promotion strategies)...........................................................41 15.1 The communication process....................................................................................................41 15.2 Communication tools...............................................................................................................41 15.3 USP...........................................................................................................................................42 Chapter 16 - Social media marketing...................................................................................................45 16.1 The 6C model...........................................................................................................................45 Chapter 17: Organization and control of the global marketing programme........................................46 17.1 Organization of global marketing activities..............................................................................46 17.2 The global account management organization........................................................................46 17.3 Implementation of GAM..........................................................................................................46 3 / 5

17.4 Dyadic development of GAM...................................................................................................47 17.5 Advantages and disadvantages of GAM from supplier’s view.................................................47 17.6 Controlling the global marketing programme..........................................................................48 17.7 The global marketing budget...................................................................................................48 4 / 5