国际市场营销学 Lascu_Chapter2.pptVIP

An Overview of the International Marketing Environment Dana-Nicoleta Lascu Chapter 2 Chapter Objectives Provide an overview of the world economic environment and examine different perspectives on economic development. Address differences between countries of different levels of economic development and discuss the importance of emerging markets. Examine the indicators of political risk and address international firm approaches to political risk management. Describe how international law, home-country law, and host-country law affect international firm operations and how to address issues related to jurisdiction. Discuss different legal systems, intellectual property laws, and national laws with extra-territorial impact that affect international firms. Examine the natural and technological environments and the potential limitations they present to international firms. The World Economy The Economic Development Disparity Increasing gap between high-income and low-income countries Firms in high-income countries: Dominate the world economy. Allocate resources based on market potential, rather than based on local needs. Low-income countries can maintain some control Ability to allocate local resources (raw materials, labor). Have control over access to local consumers. Have the ability to lessen economic gap by imposing barriers to international corporations. Population and GNP Distribution Economic Development Models: The Rostow Modernization Model Each stage is a function of productivity, economic exchange, technological improvements and income. Growth requires advancing from one stage to the next. The Rostow Model Stages (contd.) Traditional Society Agriculture is the dominant sector. Low productivity and low per-capita output. Little economic change and technological improvement. Transitional Society Precondition for take-off: Manufacturing emerges, but is characterized by low productivity and low per-capita output. Increased productivity in agriculture. Take-off E