国际营销管理03.pptVIP

* * * * * * * * * * * * * * * * * * Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Global Marketing Management, 5e Chapter 3 Copyright (c) 2009 John Wiley Sons, Inc. * Chapter 3 Financial Environment Chapter Overview Chapter 3 Copyright (c) 2009 John Wiley Sons, Inc. * 1. Historical Role of the U.S. Dollar 2. Development of Today’s International Monetary System 3. Fixed Versus Floating Exchange Rates 4. Foreign Exchange and Foreign Exchange Rates 5. Balance of Payments 6. Economic and Financial Turmoil Around the World 7. Marketing in the Euro Area Introduction Chapter 3 Copyright (c) 2009 John Wiley Sons, Inc. * Foreign exchange is the monetary mechanism allowing the transfer of funds from one nation to another. The existing international monetary system always affects companies as well as individuals whenever they buy or sell products and services traded across national borders. 1. Historical Role of the U.S. Dollar Chapter 3 Copyright (c) 2009 John Wiley Sons, Inc. * Each country has its own currency through which it expresses the value of its products. In the post-World War II period, the United States agreed to to exchange the dollar at $35 per ounce of gold. The dollar became the common denominator (分母；标准) in world trade. In the early seventies, the U.S. dollar standard was dropped. The result has been more volatility and a more likely tendency for the US currency to depreciate due to persistent US trade deficits. 2. Development of the Current International Monetary System Chapter 3 Copyright (c) 2009 John Wiley Sons, Inc. * Post-World War II developments had long-range effects on international financial arrangements. The negotiations to establish the postwar intern