Global marketing (4th ed.). mason, oh: hurrow. pdf download

As an example from work conducted by web analytics consultancy Semphonic, a look at Site As page transmission speeds shows that the average was 1, Kbps kilobits per secondwhich isnt too bad compared to its competitor sites, which ranged from Kbps to 2, Kbps. Yet a closer look at Site As site statistics shows that the maximum transmission speed was 1,, and the minimum was 31 Kbps. This is a pretty big variationand the worst-case scenario is quite a bit slower than the average.

So look at the full picture, not just the average. How to strike that balance will differ for every retail site. There are ways to improve performance without sacricing the experience, but its important to rst look at the trade-os people are currently making between functionality and the negative impacts of slow page loads.

When tags are removed, marketers have no idea how well their campaigns are performing and what contribution theyre making to an actual purchase. Before you jump the gun and remove all the third-party tags from your site, strip your product pages of compelling images or add a bunch of servers where they may not be needed, consider the following ve options, which might give you the performance boost you need now.

Optimize page code. This was the number one response people gave on our survey for how theyre addressing latency. Optimizing page code, or shrinking the Javascript, involves merging the separate sets of instructions that tell the page what to do.

It stands to reason that downloading lots of small scripts takes longer than downloading one large script. Marketing professionals might have some trepidation, given that this is in the domain of the I.

But quick xes can be done, even by those with limited programming knowledge. All that needs to be done is to open the Javascript les and copy and paste them all into one le. If this sounds a bit daunting, there are a number of online resources that provide an easy guide to merging les dynamically, such as Smarty.

Address site functionality. Site performance will vary from page to page, depending on what applications and functionalities you havesuch as site search, shopping cart, check-out, live chat, etc. This can be particularly true if you rely on hosted solutions.

For example, Internet Retailer Measuring latency: Four steps to acceleration So, given all thats been discussed above, how can you go about speeding up your site beyond some of the simple tweaks you might already have made?

Theres no simple, black and white answerthe most www. Respondents also identied the key steps theyve taken to improve site performance, including optimizing page code, improving performance monitoring and reducing page weight.

There are many ways marketers currently address page load speed, all of which are eective, except the idea of reducing or removing thirdparty tagsa common misperception. Or, as was the case with one company, perhaps the additions to your installed internal search database grew by volumes over recent years, to a point that it dramatically limited performancein which case, a clean-up of the database would likely speed up performance.

Reduce the weight of social media apps. Social media plug-ins, while increasingly popular for their potential viral impact, have recently been identied as a contributor to site latency. For example, in a study we did in conjunction with Catchpoint, we determined by looking at a number of sites that Facebooks Like plug-in stalls page load time by approximately 0.

Optimize third-party tags. Every online marketing application or campaign includes a tiny piece of tracking codeor tagthat sits on your site. There are tags for display ads, paid search, SEO, retargeting, e-mail marketing, aliates, site analytics and more. Each individual tag can take up to one quarter of a second to load.

Our research shows that the average e-commerce web site has more than 20 dierent tags, many on the same page. Most e-commerce sites incorporate ve to seven tags per page. As marketers invest more in online marketing, their growing 30 Internet Retailer. As previously mentioned, many marketers address this problem by signicantly reducing, or even removing altogether, the tags on their site.

One major U. When you take a comprehensive view of your sites performance you can easily nd areas for improvement without having to take drastic measures. However, the downside to removing the tags was that the retailer gave up the ability to track their customers marketing activities, which resulted in an incalculable loss of customer data. Thats a very dicult trade-o, and one most marketers dont want to make. A better approach to third-party tags is to optimize themsomething you can achieve through use of more sophisticated tag management systems which put all tags in one container, so theyre more easily implemented and managed.

There are several ways to optimize your tags. For example, you can congure your tag management system to perform parallel tag loading, which loads all tags in parallel rather than in sequential order, where slower loading tags can hold up the rest, thus reducing the total time necessary for the page to complete.

You can also set limits so that any tags exceeding a certain amount of time to load can be timed out, and set your system so that only tags. Finally, you should make sure any old tags that are no longer in use are removed from your site. Often, tags get put on a site and are then forgotten, and the accumulation of them can drag down performance.

Start at the top. When it comes to how your pages should load, always work your way from. Taking this approach with all the properties on your site including images, content and even tagsdemonstrates to your visitors that you value their time and enables them to get started with their shopping experience right away, rather than waiting for items to load that theyre not even readily able to see.

When you take a comprehensive view of your sites performance and how its measured, you can easily nd areas for improvement without having to take drastic measures that compromise usability and campaign tracking.

Whatever you do, be sure to test your sites performance regularly so youre better able to determine when problems arise, and how to address them. Doing so will ensure that you deliver the smooth, streamlined experience your customers expect, and will help strengthen your brand reputation, improve search engine rankings, reduce site abandonment and lead to more purchases. Monitoring 36 Content Management. As an agency of record, the company can negotiate signicant discounts from multiple advertising channels.

Aliate Tractions program managers develop campaigns, creative materials and relationships with publishers and networks. Real-time updates help web retailers programs become viral through social media. The company attracts and engages aliates through newsletter communications.

The company accepts web retailers with a functioning web store with good conversion rates, a technically sound platform and a dedicated program manager. Commission Junction E. Montecito St. Operating one of the worlds largest aliate networks, Commission Junction provides aliate services, including network access, relationship management, program management, pay-per-call, product catalog, creative services and agency services, as well as tracking and media services.

The company partners with agencies to develop and manage performance marketing programs for their clients. Aliate marketing services include outsourced program management, lead generation, prospect e-mail, search engine marketing, Facebook advertising, targeted display and creative services.

Pricing options are performance-based. Its tracking methodologies feature post-back tracking, or cookie-less, server-to-server tracking for situations where typical cookies are not available, such as the European Union.

It also feature thirdparty server-to-server tracking that allows aliates and publishers to piggyback and add their pixels to a campaign using the aliate interface. Epic Media Group Seventh Ave. Its Epic Marketplace network enables brands and advertisers to leverage social media, mobile advertising, premium display targeting, video and rich media. In , Epic Marketplace migrated to a new cross-channel ad serving platform that seamlessly integrates all Epic Marketplaces distribution channels.

The platform has an enhanced attribution analytics engine. Dillon, CTO. The Inuvo platform uses behavioral targeting technology to analyze and predict fraud, rate individual publisher and advertiser trac quality, and provide targeted oer recommendations to its users. The site oers an e-book to help clients new to aliate marketing learn the basics. Topics include important aliate marketing terms, key steps to a successful launch and how to communicate with aliates.

LinkShare Park Ave. Clients can tailor LinkShares products to their needs using LinkShare Complete to let the company manage their entire aliate marketing channel or LinkShare Exchange to use the companys technology to manage their own program. MTPX allows the companys partners to create and deploy pay-for-performance marketing campaigns.

MTPXs proprietary algorithms optimize based on performance by serving ads with the highest probability to convert. Clicks are priced and routed based on real-time bids and click quality metrics.

GECOM is an aliate agency for outsourced aliate marketing management and aliate marketing program services. The agency takes a customized, comprehensive approach to each program it manages. Full outsourced management services include recruitment, activation, optimization, reporting, communication, strategy, design and launch or re-launch, brand name protection, terms and conditions development, program rules enforcement, conict resolution and relationship building.

NetX W. The Aliate Benchmarks study for advertisersthe third such study conducted by its research divisiondiscusses aliates experiences with dierent types of ad performance, site visitor demographics, technology and communication preferences, reasons for joining an aliate program, experiences with emerging technology and other issues. Main St.

Tools include Pepperjam Chat, enabling publishers and merchants to communicate; Pepperjam Recruit, allowing merchants to research and partner with aliates that best t their vertical; and Pepperjam Creative Reporting Tool, which helps merchants and publishers to optimize inventory and test multiple creative links.

The companys integrated package of Internet marketing services includes usability optimization to convert web site visitors into sales, and a combination of aliate marketing, organic and sponsored search marketing to drive more qualied trac to retailers sites.

ProtRank oers pay-for-performance pricing, so web retailers pay only when products or services are sold. Schaaf-PartnerCentric Congress Ave. In , Schaaf Consulting acquired PartnerCentric, which had launched in The company works with coupon and content aliates, as well as paid search and comparison shopping engine aliates.

It also recruits and activates new or emerging aliates, detects and reverses the eects of fraud and keeps it merchants informed of aliate channel trends. ShareASale 15 W. The company oers aliate program guidance and consulting options. ShareASale helps build the foundation for an aliate program, from initial recruiting to uploading product data feed. The company will also review a retailers aliate program and nd areas for improvement.

ShareASale will provide a list of high-potential aliate recruits selected for the retailers niche. Fort Ave. The zanox network generates more than transactions per minute. Services include aliate program and campaign set-up, account management, selection of relevant publishers, payment and billing service, and quality assurance of publisher trac. Research coverage includes business intelligence, communications, customer management, enterprise applications, nancial management, global supply management, human capital management, IT infrastructure, IT security, manufacturing, product innovation and engineering, retail and banking, service management and supply chain management.

Accenture Ltd. Campbell, Group Chief Executive, Technology. The rms research helps clients enter new markets, increase revenue in existing markets, improve operational performance and deliver their products and services more eectively and eciently.

Accenture also oers business transformation outsourcing. The rm provides programs in subscription-based lifestyle services and personal protection, points program management and insurance for more than 5, marketing partners worldwide. Altman Dedicated Direct Academy St. The company helps online retailers meet a range of challenges, including merchandising, development strategy and planning, new product development, catalog and web merchandising planning, and brand identity programs.

Altman oers consulting in the areas of strategy and assessment, merchandising and product development, promotion planning and execution, and customer relationship management. Kingston, MA B2Cpartners. The rm assists web retailers with business planning, vendor scorecards, delivery management and professional stang.

Petersburg, FL CatalinaMarketing. It uses transaction-level insight to help retailers and others develop customized, measurable campaigns to acquire, maximize and retain their most valuable consumers.

Catalinas in-store network consists of 50, food, drug and mass merchant locations worldwide, including 26, locations in the U. It has operations in the U.

The company oers expertise in merchandise management in such areas as forecasting and merchandise classication structures. The company designs fully integrated marketing strategies with syndicated and custom applications in online audience measurement, e-commerce, advertising, search, video and mobile.

The companys clients develop and sell consumer goods across multiple channels of distribution, including e-commerce, retail, catalog and wholesale. Areas of expertise include multichannel integration, change management, product innovation and lifecycle management, process and productivity improvement, customer relationship management, software, inventory optimization, and store and e-commerce applications. Conversys Inc. Conversys proprietary software and digital toolboxe-mail, social media, mobile and shelf talkershelp web retailers leverage their print publications into online publications through the companys advanced digital publishing application.

It then distributes those assets across multiple awareness channels and segments key audiences, while rening reach. Crandall Associates Inc. Online, interactive marketing and social media positions have become an increasingly large portion of its practice.

Areas of expertise include digital, database, online, social media, interactive, directresponse TV, e-commerce, multichannel, direct response, customer relationship management and e-marketing. Crandall Associates recruits for B2B direct marketing corporations and advertising agencies.

Deloitte consultants work with web retailing clients to evaluate and resolve complex issues. The rm provides regular industry insights and analysis on a variety of topics, such as surviving retail globalization.

Services include interactive web development and content management, integrated e-commerce, enterprise application development, and targeted e-marketing services. Interactive web development services include an enterprise content management system, customized electronic customer relationship management platforms, corporate intranets and extranets, corporate dashboards and custom software applications.

The agency specializes in contingency-based manager, director, vice president, senior vice president, chief executive ocers, chief nancial ocers, chief information ocers and similar executive searches for transactional multichannel e-commerce.

Clients include adidas and The Body Shop. Altgeld St. Chicago, IL e-tailing. Analyst Lynn Pregont, Partner Afliate. The e-tailing group creates voice of the merchant marketing initiatives for web retailers and others, incorporating proprietary consumer research and merchant outreach. This includes briefs, white papers and webinars. Experian Hitwise Park Ave. Hitwise measures 25 million web users worldwide, including 10 million in the U. Products and services include Clickstream, custom data and analytics, demographics, lifestyle, rankings and search intelligence.

Clickstream reports on where trac comes from and goes to for a specic web site. Services focus on warehouse management systems; order management systems services; warehousing and distribution; contact center services and benchmarking; forecasting and inventory management; strategic, operational and nancial planning; merger and acquisition services; and freight analysis.

The company also hosts benchmarking share groups and executive forums. First Annapolis Consulting Inc.

The rm oers strategic and tactical advice to nancial institutions and service providers in the retail, travel, entertainment and anity group segments. First Annapolis partners with software and service vendors, including Salesforce.

FitForCommerce 40 Highland Ave. Fosina Marketing Group Kenosia Ave. Oerings include e-mail, banner site placement, two-step lead generation and co-registration, landing pages, web site design and e-commerce optimization, and ad and aliate networks management.

The agency provides the necessary data services to support retailers legally required opt-out databases. Management Eugene A. Gartner media products help web retailers and others increase response rates, generate leads and strengthen their brand, while its custom newsletter programs reach decision makers with co-branded electronic newsletters that feature objective Gartner research and the retailers messages. Gartners monthly audio program helps clients stay up-to-date on key issues.

Glenbrook Partners Alma St. The rm oers an international e-commerce payment assessment that helps web retailers learn about markets in countries in North America, Eastern and Western Europe, Asia and Latin America. Topics include market size and demographics, and current and emerging online payment methods. Williams Group Ltd. Hubbard St. Williams Group, a global retail consulting company, oers services in strategic planning, branding, multichannel merchandising, research, technology and real estate.

Practice specialties include: strategy and concept development; market research; branding and marketing; multichannel and e-commerce; merchandise management and pricing; operations and productivity; human capital management; real estate and shopping centers; legal services; and urban marketing collaboration. Kantar Retail First St. The rm oers advice on how to avoid pitfalls and capitalize on opportunities, understand why and how shoppers act as they do and understand the implications of industry shifts for their business.

The rm specializes in user testing and user experience optimization. Key Lime Interactive conducts customer user experience research and makes recommendations to its clients.

Methods include usability lab studies, eye tracking, focus groups, analytics review, competitive research and prototype testing. Kurt Salmon Peachtree St. Retail and consumer product services include merchandising and planning, product development and sourcing, supply chain, store operations and I.

Issues include productivity improvement, business growth and inventory eciency. Le Site Inc. The agency seeks to provide clients with a strategy, supported by strong technology and unique design. The strategy phase includes planning, enforcement and surveillance.

Le Site builds its technology on the foundations of open source projects. The agency makes the source code it creates available to the open-source community. Le Site combines web design with new technologies. LexisNexis Park Ave. LexisNexis provides its clients with access to billions of searchable documents and records from more than 45, legal, news and business sources.

The companys Total Solutions oering provides products and services to address specic customer needs. JM Consultants audits UPS and Federal Express invoices and helps web retailers and other clients negotiate more competitive agreements. LJM Consultants oers a range of third-party logistics services, focused on driving down shipping costs.

The rm audits UPS and Federal Express invoices with a point auditing engine, recovers refunds, identies rate improvements and negotiates better rate and accessorial discounts. The rm charges a percentage of the money saved as a fee. Lyons Consulting Group W. Superior St. The rms e-commerce technology oerings include platform selection, search engine marketing and optimization, customer relationship management, mobile applications, enterprise resource planning and business intelligence integration.

Other services include web design consultation on platform, user interface, technology, strategy, e-mail marketing, banner advertising and site analytics. Partner Anne Brouwer, Sr. Partner Mara Devitt, Sr. The company evaluates and optimizes retail concepts, strategies and businesses, including feasibility studies of start-ups and new concepts; performance improvement for existing concepts; and due diligence activities for mergers and acquisitions.

The company also develops retail concepts and formats. Molecular Inc. Watertown, MA Molecular. Service oerings include digital strategy, experience design, engineering and project management. Digital marketing services include content management, data and analytics, emerging interactions and mobile strategies and applications. Digital strategy applications include behavioral segmentation, and business case and roadmap development. Other areas of expertise include market research and intelligence; marketing automation; social media; and search engine marketing and optimization.

Navigo Consulting Group Inc. The companys resources, category expertise and infrastructure help clients use transportation strategically. Navigo specializes in cost reduction of parcel freight and mail services, principally through supplier contract negotiations. Its service is contingency-based with no upfront costs.

Phase 2 International Alakea St. The company hosts business software from IBM and Microsoft in its data center, oering a monthly subscription plan where the client only pays for a peremployee, per-application.

The subscription includes all licenses, storage, bandwidth, and technical support and training. SR Research, a research company run by retailers for the retail industry, focuses on technology. The company covers store operations, merchandise optimization, cross-channel and multichannel issues, and private label management. RSR Research delivers benchmark reports on the state of the industry and analysis of breaking news.

RSR also oers custom research for niche markets or applications. All the companys research is available to qualied retailers and their business partners. Metropolitan Plaza, Millcreek Blvd. Graves, President Ned N.

Sedlak, VP. Other services include strategy development, distribution network optimization, workforce optimization, operations assessment and productivity improvement, and information systems selection and implementation. The organization has more than member companies and focuses on challenges such as Web 2. Sloan Center for Internet Retailing A. Management Donna L. The center includes the UCR eLab, a virtual research lab and online panel for the study of online consumer behavior; and the eLab Global Panel, a community of Internet users who participate in Sloan Center-conducted Web surveys and experiments about consumer behavior in the digital world.

SmartLogin places a retailers logo on the consumers personal computer desktop, Internet browser and quick launch toolbar. When consumers click on the retailers logo, they are automatically logged into the retailers application with no user name or password required. It was an early adopter of visionbased three-dimensional eye-tracking systems and has, since its founding in , installed more than 4, systems worldwide.

Its major elds of expertise are eye and gaze tracking systems in retailing, research and industry, high-speed image processing, and eye tracking and registration applications in ophthalmology. Sophelle oers two proprietary testing products: Accelerator, which increases the eciency of testing many retail applications, including e-commerce and point-of-sale; and Continuous Quality, which monitors the web sites end-user experience to help uncover and resolve purchasing obstacles.

Functional and user interface testing, and performance monitoring are included. The company, founded in , operates a nationwide network of mystery shoppers who review e-commerce sites. Retailers that achieve a high level of service earn a seal to display on their web sites. Tobii Technology Inc N. Washington St. The company provides eye tracking components to e-commerce businesses and companies in health care, diagnostics, vehicle safety, gaming, and computer manufacturing.

It also oers a range of products with its patented eye tracking technology to various industries. Choose your location. Online In person Trending near you. How Meetup works Meet new people who share your interests through online and in-person events. Join a group Do what you love, meet others who love it, find your community. Find an event Events are happening on just about any topic you can think of, from online gaming and photography to yoga and hiking.

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The presence on the French market joined an affiliate Comarch Software AG, located was initiated by taking co-operation with Steria. One year later, following the However, in the eastern markets a foreign branch acquisition of all shares by Comarch S. This resulted the legal nature of the related party, resulted in in the creation of representative offices in Kiev, becoming a wholly-owned subsidiary.

In the following years the company cooperation contracts. The first consisted of noted very dynamic growth on German and co-operation with Nokia Networks, in joint research French markets. The second and third holding, registered two companies in the Far East, one were carried out in the United Arab Emirates specifically in China and Vietnam, not planning in a consortium with local partners to provide deeper greater investment.

The main reason a billing system for Dubai Internet City. Therefore, at the beginning of take advantage of local expertise. In Consolidated Biscuit, Co. Summary The chapter is devoted to entry modes into foreign markets, as well as determinants affecting the choice of a particular entry mode. The modes are discussed in three main groups, namely exporting modes, contractual modes also known as non-equity modes, cooperation modes or intermediate modes and investment modes also known as hierarchical modes or equity modes.

The direct and indirect exporting, as the most popular modes, are focused in the chapter. However cooperative exporting like export consortium and piggybacking is also described. As for the contractual modes, the chapter elaborates the following ones: managerial contracting, turnkey operations, contract manufacturing, as well as assembly operations. Finally the investment modes as a foreign branch, a joint venture subsidiary and a wholly-owned subsidiary are discussed. Point out as many entry modes as you are able to and give a brief characteristics of them as well as advantages strengths and disadvantages weaknesses , please.

What are the differences between particular investment modes? Which of them are used in what situations? Which entry modes are most often used by SMEs and large corporations?

Explain why? What determinants should be taken into consideration while selecting an entry mode? In what way do these factors affect the entry mode choice?

Further Recommended Readings Daszkiewicz, N. Internationalization of SMEs. Context, Models and Implementation. Entering the International Market chapter 8 [w:] M. Katsioloudes, S. Hadjidakis, International Business. Cullen, J. International Business. Czinkota, M. International Marketing.

Green-Clowes, M.