第六章国际营销 课件2.pptVIP

2 The Global Environment of International Marketing Chapter Learning Objectives The basis for the reestablishment of world trade following World War II The importance of GATT and the World Trade Organization The emergence of the International Monetary Fund and the World Bank Group The evolution of the European Union Strategic implications for marketing in Europe The trade linkage of NAFTA The development of trade within the Asian-Pacific Rim The growth of developing markets and their importance to regional trade Global PerspectiveWal-Mart, Tide, and Three-Snake Wine China and other emerging markets throughout the world will account for 75% of the world’s total growth in the next decade and beyond. As countries prosper and their people are exposed to new ideas and behavior patterns via global communication networks, old stereotypes, traditions, and habits are cast aside or tempered, and new patterns of consumer behavior emerge. A pattern of economic growth and global trade that will extend well into the 21st century appear to be emerging. Three multinational market regions Europe, Asia, and America The Twentieth to the Twenty-First Century First Half of the Twentieth Century Depression WW I and WW II Last Half of the Twentieth Century Marred by struggles between countries espousing the socialist Marxist approach and those following a democratic capitalist approach to economic development. Marshall Plan Move toward international cooperation among trading nations was manifest in the negotiation of the General Agreement on Tariffs an Trade, (GATT). Trade Barriers Tariffs Quotas Voluntary Export Restraints Boycotts and Embargoes Monetary Barriers Blocked currency Differential exchange Government approval Standards Antidumping Penalties Protection Logic and Illogic Arguments concerning protectionism on trade: Protection of infant industry Protection of the home market Need to keep money at home Encouragement of capital accumulation Maintenance of the standard of living a