国际营销7课件.pptVIP

* Let’s summarize what we learned in Chapter 7. Businesses face a multitude of problems in their efforts to develop successful marketing programs. Not the least of these problems is the varying legal systems of the world and their effect on business transactions. Just as political climate, cultural differences, local geography, different business customs, and the stage of economic development must be taken into account. Legal questions such as jurisdictional and legal recourse in disputes, protection of intellectual property rights, extended U.S. law enforcement, and enforcement of antitrust legislation by U.S. and foreign governments must also be considered. A primary marketing task is to develop a plan that will be enhanced, or at least not adversely affected, by these and other environmental elements. * New to the international legal scene is the Internet, which, by its nature, creates a new set of legal entanglements, many of which have yet to be properly addressed. One thing is certain: The freedom that now exists on the World Wide Web will be only a faint memory before long. The myriad questions created by different laws and different legal systems indicate that the prudent path to follow at all stages of foreign marketing operations is one leading to competent counsel, well versed in the intricacies of the international legal environment. 7-* Cyberlaw – Unresolved Issues Domain names and cybersquatters Cybersquatters (CSQs) buy and register descriptive nouns, geographic names, and names of ethnic groups and pharmaceutical substances, and other similar descriptors and hold them until they can be sold at an inflated price Other cybersquatting abuses that can pose a serious threat to business include parody sites, protest sites, and hate sites The Internet is not a libel-free zone Lawsuits involving libel, defamation, and product liability cause companies to voluntarily restrict their Web sites to selected countries 7-* Cyberlaw – Unresolved Issues Taxes