商务英语第一章摘要.pptVIP

Chapter INTRODUCTION OVERVIEW Learning objectives Explain why it is important for managers today to have a global perspective. Explain the two components of globalization Describe its effects on markets and production Explain how technology and innovation in transportation have speeded up globalization Discuss pros and cons of globalization What is globalization? The shift towards a more integrated and interdependent world economy (全球化是指转向一个更为一体化与相互依存的世界经济) Two components of globalization: The globalization of markets The globalization of production Globalization of markets The merging of distinctly separate national markets into a global marketplace （市场全球化指把历史上独特的和分离的国家市场合并为一个巨大的全球市场） Tastes and preferences converge onto a global norm Firms offer standardized products worldwide creating a world market Globalization of markets Significant differences still exist between national markets on many relevant dimensions These differences require that marketing and operating strategies and product features be customized to best match conditions in a country. Globalization of markets Countries are different Range of problems are wider and more complex Government intervention in trade and investment creates problems International investment is impacted by different currencies Globalization of production Refers to sourcing of goods and services from locations around the world to take advantage of differences in cost or quality of the factors of production. (生产全球化指的是从各地区筹供商品和服务，以利用各国在生产要素上的成本和质量差异) Factors of production Labor Land Capital Global Production Volume of world trade and production, 1950-2002 Emergence of global institutions Globalization has created the need for institutions to help manage, regulate and police the global marketplace GATT WTO IMF World bank United Nations Drivers of globalization Macro factors that underlie the trend towards greater globalization: Decline in trade and investment barriers Technological change Pattern of declining