国际市场营销学 Lascu_Chapter2课件.pptVIP

An Overview of the International Marketing Environment;Chapter Objectives;Globalization has led to a unified international economy: the international economy performs as a single unit. Companies can no longer afford to have a local, home-country focus – the market share game is played increasingly on a world scale. The top 100 multinationals… Account for 7 percent of world economic activity. Control 20 percent of all foreign assets. Employ 6 million workers.;The Economic Development Disparity;Population and GNP Distribution;Take Off;The Rostow Model Stages (contd.);The Rostow Model Stages (contd.);Alternative Economic Development Models: The Marxist-Leninist Model;The Marxist-Leninist Model (contd.);The Marxist-Leninist Model Stages:;The Marxist-Leninist Model Stages (contd.):;Chinese Interpretation of Its Current Development Stage;Levels of Development;Levels of Development (contd.);Characteristics of Emerging Markets;Big Emerging Markets;Levels of Development (contd.);The Political Environment;Political Risk;Types of Political Risks;Minimizing Political Risk;International Legal Environment;Legal Systems;Jurisdiction;Intellectual Property Rights;Intellectual Property Protection;Factors Influencing Intellectual Property Violations;TRIPS agreement (Trade-Related Aspects of Intellectual Property Rights): member countries of the World Trade Organization, must sign the TRIPS agreement. Intellectual property issues are also addressed by bilateral and multilateral conventions. Firms must enlist home and host-country government support.;Home-Country Legislation Affecting Multinationals Operating Overseas;The Natural Environment of International Marketing;The Natural Environment of International Marketing (contd.);The Technological Environment;Chapter Summary