Prudential Assurance Company Ltd 71
push-pull strategy 285–9
Index
Q
quality 114, 141–2
Quality Function Deployment (QFD) 294
questionnaires 150–2, 324–6
Quinn, B. 194–5
Index
R
R&D-marketing dilemma 289–92
changing organizational design 293
development of informal social systems 293
exploration of cross-functional
development groups 2923
formal management processes 294
more focused reward system 293–4
moving people between functions 293
technical excellence/emotional climate 294–7
Rapaille, Clotaire 61, 121
relationship marketing 236
reliability 149
data analysis 152–3
level of analysis 153–6
level of measurement 156–7
reflection/computation 153
statistical 153
within-culture 156
discriminant measures 149
equivalence measures 149
market data collection 149–50
defensive responsiveness 150–2
ethnocentrism 152
stability measures 149
Renault 64, 76–7, 108–9, 166, 170
Replay 204
return on the relationship (ROR) index 299–301
Ricardo, David 8
Ries, Al 281, 285
Ritz-Carlton Hotels 110–11
Rockwell 299, 301
Rosen, M.B. 219
Index
S
Saker, R. 227
Sakura Bank 101
sales 72–3
hard vs meeting of mind 113–14
presentation styles 88–9
product promotion 90
role of representative 74
salesforce
education/training 262–3
Internet use 263–4
rewards 263
tacit/explicit knowledge management 264–6
soft selling 74–5
techniques 5
Samsung 101, 104
Sapir, E. 147
Second Cybernetic Revolution 113
seminars 78–9
senior-junior relationships 103–4
senpai-koohai 103–4
sequential-synchronic time 50, 119–20
24-hou economy 126–7
birth, growth, maturity of products 122
definitions 120–1
fast/slow 123–4
history/advertising link 127–8
multi-tasking/multi-interests 125–6
reconciling 128–9
relationships/speed 124–5
short-termism 121–2
time to market 122–3
seven dimensions model 16–17
Shaolin Cola 99
shareholders 70
Shell Oil 273
shoe industry 117–18
shopping 55–6, 127, 176
short-termism 121–2
Siera, Gaby 222–3
Singapore 57–8, 68, 78–80, 116, 122, 126–7
Singapore Airlines 80–1
Sizzler 69
Smirnoff vodka 75–6
Smith Barney 239
Smith-DeBruin, Michelle 100
Smythe, John 310
Snowden, D. 265
Soehl, R. 21
Solomon, M. 163, 164
Sony 104, 115, 286
South Africa 222–3, 224–5
specific-diffuse 50, 72–3
advertising
appealing to general public 78
diffuse customers 79
fantasy 76–7
high-context 77
business and pleasure 78–9
developing/implementing strategies 77
escalating reciprocity 76
extra services 81
implicit better than explicit 75–6
network societies 79–80
new technology 81–3
not what was said but way it was said 73–4
role of sales representative 74
soft selling 74–5
ultimate service concept 80–1
sports sponsorship 100
Starbuck's 168, 169
Steffens, John 260
Stella Artois 170
strategic marketing 4, 279
changing 280
cost-benefit analysis 297–302
definition 279
dilemmas 280
inside-out vs outside-in 285–9
lateral tension between different alternative activities 289–97
top-down vs bottom-up 281–5
key areas of concern 279–80
Strauss, J. 238
supply chain management 238
synchronic see sequential-synchronic time
3M 284
24-hour economy 126–7
Index
T
Taiwan 58–60, 69–70, 88, 117–18, 124, 127
Target 267
technology 27, 79–80, 81–3, 285
television 64–5
TGI Friday's 69
TGV syndrome 105–7
time to break even 122
time to market 122–3
Toyota 166
Toys 'R' Us 267
Trabant car 5
TradeNet 79–80
transcreation 217, 224–9
translation 146–8
Trompenaars, Fons 111, 243
Trompenaars Hampden-Turner (THT) 7, 10, 21, 108, 109, 121, 142, 150, 158, 168, 184, 248–51, 253, 279, 286
Trout, Jack 281, 285
TT 220
Index
U
Unclex, M. 175
Unilever 173–4, 177
United Kingdom (UK) 70, 86, 87–8, 90, 102, 119, 248, 285
United States 71–2, 73–4, 76, 85–6, 102–3, 110, 112–13, 121–2, 242–3, 244, 252, 285
universal-particular 50
beauty products adapted to local circumstances 58
chic tailoring 53–4
country orientation 52–3
definitions 51
exceptional performance claims 54
failure of particularistic logo policy 58
marketing for particular needs 57–8
mass manufacturing/market 59–62
meeting/surpassing standards 54
particularistic logo policy 58
product-buying 52
reconciliation 59–62
stressing core values 55
universal products 56–7
village life/inefficient retailing 55–6
Usunier, Jean-Claude 6, 7, 21
Index
V
V-Star fashion 198–200, 204
validity
construct 139–40
concepts 140
emic/etic 147–8
function 140
language 144–6
measurement 140, 142–4
translation 146–7
content 148–9
cross-cultural 138–49
Vallows, George 198–200
value-chain 235
values 165, 167
Versace 201
Victor Company 115
viral marketing 254–5
Volkswagen 116–17, 166, 170-1, 284
Volvo 109, 113, 169–70
Index
W
Wall Street 121
WebCue 279
Wheaties cereal 103
Williams, J.D. 207
Woodruffe, C. 9
Index
X
Xerox 116
Index
Y
Yakult yoghurt 67–8
Yamaha music 78
YKK 78
Index
Z
zero defects 141–2
List of Figures
Chapter 1:
Marketing in a Multicultural and Changing World
Figure 1.1: Changes in life expectancy. Source— United Nations Population Statistics and Forecasts, July 2003.
Figure 1.2: Motives for global reach
Chapter 2:
Cultural Differences in a Marketing Context: Value Dimensions
Figure 2.1: Relative degree of universalism-particularism for a number of selected countries
Figure 2.2: The global-local dilemma
Figure 2.3: The universal-particular dilemma
Figure 2.4: Relative degree of indivualism-communitarianism for a number of selected countries
Figure 2.5: Relative degree of specific-diffuse orientation for a number of selected countries
Figure 2.6: The specific-diffuse dilemma
Figure 2.7: Relative degree to which a number of selected countries openly display emotions (affective = display, neutral = conceal)
Figure 2.8: The emotional-neutral dilemma
Figure 2.9: The global ingredients of a personal dream
Chapter 3: