The global marketing imperative: Positioning your company for the new world of business: Michael R. Czinkota, Ilkka A. Ronkainen and John J. Tarrant NTC Business Books, Lincolnwood, Illinois, USA, ISBN 0-8442-3550-4
✍ Scribed by Claude Cellich
- Publisher
- Elsevier Science
- Year
- 1997
- Tongue
- English
- Weight
- 164 KB
- Volume
- 6
- Category
- Article
- ISSN
- 0969-5931
No coin nor oath required. For personal study only.
✦ Synopsis
In Global Marketing Imperative, the authors have provided a practical, forward-looking text that represents the best of thinking in global marketing. The book is a welcome change from the plethora of titles on international business as it addresses the critical issues in the globalization of the marketplace. Readers looking for short cuts or sophisticated models will be disappointed as the authors stress the hands-on approach and plenty of common sense. To meet global competition, new approaches are called for. including the need to rethink and relearn. This point is well made in Chapter I.
In Chapters 2 and 3, excellent coverage is given to the need lot relevant market information to develop export marketing strategies. Obtaining such information is not always possible in foreign markets, particularly in traditional societies. The authors rightfully make the point that applying oversophisticated tools for unsophisticated markets may be counter productive. For example, in the United States, the emphasis is on collecting and using hard data as a base for developing market strategies while in traditional cultures the collection of data is difficult and available data is often erroneous as the margin of error can be as high as 25%. In such situations, a more pragmatic approach is called for, relying more on common sense than on sophisticated tools.
Chapter 4 on channels of distribution emphasizes the importance of selecting the right distributor or agent. The relationship between suppliers and distributors should be long-term, based on trust, be mutually beneficial and contain a built-in mechanism for handling conflicts of interests. Initially, an agency or distributorship contract should be for a short trial period ranging from six to twelve months, enabling both parties to learn how to work together and