国际营销PPT-01.ppt

* The Scope and Challenge of International Marketing Chapter 1 McGraw-Hill/Irwin ? 2005 The McGraw-Hill Companies, Inc. All rights reserved. PowerPoint presentation prepared by: Kittena Wang Teaching assistant of Marketing Anhui Science and Technology University Chapter Learning Objectives 1. The changing face of U.S. business 2. The scope of the international marketing task 3. The increasing importance of global awareness 4. The progression of becoming a global marketer 5. The importance of the self-reference criterion (SRC) in international marketing Preface “Never before in American history have U.S. businesses, large and small, been so deeply involved in and affected by international business. A global economic boom, unprecedented in modern economic history, has been under way as the drive for efficiency, productivity, and open, unregulated markets sweeps the world. Powerful economic, technological, industrial, political, and demographic forces are converging to build the foundation of a new global economic order on which the structure of a one-world economic and market system will be built” (Cateora and Graham) Global Perspective: Recent Events Information technology boom of the late 1990s Wars in Afghanistan and Iraq September 11th attacks on the World Trade Center and Pentagon Enron and WorldCom scandals The high-tech bust of 2001 Global Perspective: Recent Events 2003 SARS outbreak in Asia Global terrorism, e.g., Indonesia, Israel, India, and Morocco Transcending these events, international commerce continued International conflict among China, Taiwan, and the United States Global Business Trends The rapid growth of the World Trade Organization and regional free trade areas, e.g., NAFTA and the European Union 2. General acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe 3. Impact of the Internet and other global media on the dissolution of national borders, and 4. Managing global environmental