International Marketing

  1. Organization, Implementation, and Control of Global Marketing
    1. Global Marketing Organization
      1. Organizational Structure Options
        1. International Division Structure
          1. Centralized International Division
            1. Decentralized International Division
            2. Geographic Structure
              1. Regional Headquarters
                1. Country Subsidiaries
                2. Global Product Division Structure
                  1. Product-Based Organization
                    1. Global Product Managers
                    2. Matrix Structure
                      1. Dual Reporting Relationships
                        1. Coordination Mechanisms
                        2. Network Structure
                          1. Strategic Alliances
                            1. Virtual Organizations
                          2. Factors Influencing Structure Choice
                            1. Company Size
                              1. International Experience
                                1. Product Diversity
                                  1. Geographic Scope
                                    1. Strategic Objectives
                                  2. Implementation of Global Marketing Programs
                                    1. Centralization vs. Decentralization
                                      1. Advantages of Centralization
                                        1. Consistency
                                          1. Economies of Scale
                                            1. Control
                                            2. Advantages of Decentralization
                                              1. Local Responsiveness
                                                1. Speed of Decision-Making
                                                  1. Motivation
                                                  2. Balancing Global and Local Needs
                                                  3. Coordination Mechanisms
                                                    1. Formal Coordination
                                                      1. Standardized Procedures
                                                        1. Planning Systems
                                                          1. Reporting Systems
                                                          2. Informal Coordination
                                                            1. Corporate Culture
                                                              1. Personal Relationships
                                                                1. Communication Networks
                                                              2. Implementation Challenges
                                                                1. Cultural Differences
                                                                  1. Communication Barriers
                                                                    1. Resource Constraints
                                                                      1. Time Zone Differences
                                                                    2. Control of Global Marketing Operations
                                                                      1. Control System Design
                                                                        1. Control Objectives
                                                                          1. Performance Standards
                                                                            1. Measurement Systems
                                                                              1. Corrective Actions
                                                                              2. Types of Control
                                                                                1. Strategic Control
                                                                                  1. Long-term Performance
                                                                                    1. Strategic Objectives
                                                                                    2. Management Control
                                                                                      1. Annual Planning
                                                                                        1. Budget Control
                                                                                        2. Operational Control
                                                                                          1. Day-to-Day Operations
                                                                                            1. Efficiency Measures
                                                                                          2. Performance Measurement
                                                                                            1. Financial Measures
                                                                                              1. Sales Revenue
                                                                                                1. Market Share
                                                                                                  1. Profitability
                                                                                                    1. Return on Investment
                                                                                                    2. Non-Financial Measures
                                                                                                      1. Customer Satisfaction
                                                                                                        1. Brand Awareness
                                                                                                          1. Market Penetration
                                                                                                            1. Innovation Metrics
                                                                                                          2. Global Marketing Audit
                                                                                                            1. Audit Scope
                                                                                                              1. Marketing Environment
                                                                                                                1. Marketing Strategy
                                                                                                                  1. Marketing Organization
                                                                                                                    1. Marketing Systems
                                                                                                                      1. Marketing Productivity
                                                                                                                        1. Marketing Functions
                                                                                                                        2. Audit Process
                                                                                                                          1. Planning Phase
                                                                                                                            1. Data Collection
                                                                                                                              1. Analysis and Evaluation
                                                                                                                                1. Recommendations
                                                                                                                                2. Continuous Improvement
                                                                                                                                  1. Performance Monitoring
                                                                                                                                    1. Strategy Adjustment
                                                                                                                                      1. Best Practice Sharing

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                                                                                                                                10. Emerging Issues in International Marketing