电子教案Chap002Word格式.docx

电子教案Chap002Word格式.docx

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Chapter2–TheGlobalEnvironmentofInternationalMarketing

授课学时

4

教学目的

1.Providesomeinsightintothebalanceofpaymentsandtherelationshipofacountry’scurrentaccountandbalanceoftrade.

2.ShowtheU.S.government’sroleinhelpingtoeaserestrictionsontradethroughtheOmnibusTradeandCompetitivenessAct.

3.Exploretheprovisionsandeffectsofprotectionismonworldtradeandtoshowthatnocountry,includingtheUnitedStates,has“cleanhands”whenitcomestoprotectinghomemarkets.

4.Illustratethetypesoftradebarriersthatmayconfrontabusiness.

5.ExplorehowGATTandthenewWorldTradeOrganizationaredesignedtoeliminatetraderestrictionsandprovideameansforcountriestosettletradedisputes.

6.TheimportanceoftheInternettoglobalbusiness.

教学重点

GATT,WTO,theInternationalMonetaryFundandWorldBank,implicationsofmarketintegration,marketinginadevelopingcountry

教学方法

Student-orientedcommunicativeteaching,freediscussionandinteraction.

教学过程

Theteachingprocessofonelecture:

1.Warm-upactivities（10minutes）

2.Commentsandsuggestions（20minutes）

3.Detailedstudiesofthischapter（60minutes）

4.Questiondiscussion（10minutes）

作业

Assignhomework:

CaseAnalysisandExercises1,2,3,4onPage54.

辅助手段

Multimediasoftware

教学内容

1.Warm-upactivities

PartI:

Questionfordiscussion:

Q1:

DoyouknowsthaboutGATTandWTO?

Q2:

ThedevelopmentofmarketinginChina?

II.Commentsandsuggestions

1.Thediscussionontheevolutionofthemultinationalcompanyduringthe20thCenturyandthedecadeoftheninetiesmaybeusedasanextensionofthediscussionofChapterOnesinceitillustratesthechangingroleoftheU.S.multinational.ThefocusinthissectionishowtherelativeimportanceofU.S.MNCsafterWWIIchangedfromoneofdominatingworldmarketstoamorecompetitiveworldmarketwhereU.S.multinationalscompetewithstrongmultinationalsfromJapan,WesternEurope,Asiaandmanydevelopingcountries.ThiscompetitiveenvironmentisforcingMNCstoexaminenewwaystoremaincompetitive.Someofthesechangeswillbediscussedasthecourseevolves.

2.Besidesthediscussionoftheconceptofprotectionismanddifferenttradebarriers,aclassdiscussiononhowmarketsareprotectedcanbeinteresting.OntheonehandtheUnitedStatesallegestobeforfreetrade,yetitignorestheWTOinitstradedisputewithJapanoveropeningitsmarketsforU.S.automobileparts.TheU.S.alsohastradebarriers.

III.Detailedstudiesofthetext

Ø

Lectureoutline:

TheTwentiethCentury

A.WorldTradeandU.S.Multinationals

B.TheDecadeoftheNinetiesandBeyond

II.BalanceofPayments

A.CurrentAccount

B.BalanceofTrade

III.TheOmnibusTradeandCompetitivenessAct

IV.Protectionism

A.ProtectionLogicandIllogic

B.TradeBarriers

1.Tariffs

2.Quotas

3.VoluntaryExportRestraints

4.Boycott

5.MonetaryBarriers

6.Standards

V.EasingTradeRestrictions

A.GeneralAgreementonTariffsandTrade（GATT）

B.WorldTradeOrganization

C.InternationalMonetaryFund

VI.TheInternetandGlobalBusiness

Detailedstudyofthischapter:

1.Define:

GATTProtectionism

BalanceofpaymentsIMF

BalanceoftradeNontariffbarriers

CurrentAccountVoluntaryexportrestraint（VER）

TariffWTO

2.DiscusstheglobalizationoftheU.S.economy.

America’sinvolvementintheglobaleconomyhaspassedthroughtwodistinctperiods:

adevelopmenteraduringwhichtheUnitedStatessoughtindustrialself-sufficiencyintheeighteenthandnineteenthcenturies,andafree-tradeintheearlyandmiddletwentiethcenturyduringwhichopentradewaslinkedwithprosperity.NowAmericahasenteredathird,moredangerousera—anageofglobaleconomicinterdependence.

Withsurprisingswiftness,theUnitedStateshasshiftedfromrelativeeconomicself-sufficiencytoglobalinterdependence.In1960,tradeaccountedforonly10percentofthecountry’sGNP;

bythemid-1980s,thatfigurehadmorethandoubled.Americanfarmersnowsell30percentoftheirgrainproductionoverseas;

40percentofU.S.farmlandisdevotedtocropsforexport.Infact,moreU.S.farmlandisusedtofeedtheJapanesethanthereisJapanesefarmland.Americanindustryexportsmorethan20percentofitsmanufacturingoutput,andoneoutofeverysixmanufacturingjobsintheU.S.dependsonforeignsales.Morethan70percentofAmericanindustrynowfacesstiffforeigncompetitionwithintheU.S.market.

3.Differentiateamongthecurrentaccount,balanceoftrade,andbalanceofpayments.

BALANCEOFPAYMENTS

Whencountriestrade,financialtransactionsamongbusinesses/consumersofdifferentnationsoccur.Productsandservicesareexportedandimported,monetarygiftsareexchanged,investmentsaremade,cashpaymentsaremadeandcashreceiptsreceived,andvacationandforeigntraveloccurs.Inshort,overaperiodoftime,thereisaconstantflowofmoneyintoandoutofacountry.Thesystemofaccountsthatrecordsanation’sinternationalfinancialtransactionsiscalleditsbalanceofpayments.

Abalance-of-paymentsstatementincludesthreeaccounts:

thecurrentaccount,arecordofallmerchandiseexports,imports,andservicesplusunilateraltransfersoffunds,thecapitalaccount,arecordofdirectinvestment,portfolioinvestment,andshort-termcapitalmovementstoandfromcountries;

andtheofficialreservesaccount,recordsofexportsandimportsofgold,increasesordecreasesinforeignexchange,andincreasesordecreasesinliabilitiestoforeigncentralbanks.Ofthethree,thecurrentaccountisofprimaryinteresttointernationalbusiness.

CURRENTACCOUNT

Thecurrentaccountisimportantbecauseitincludesallinternationaltradeandserviceaccounts,i.e.,accountsforthevalueofallmerchandiseandservicesimportedandexportedandallreceiptsandpaymentfrominvestments.ThebalanceoftradereflectedinthecurrentaccountisthesinglemostimportantfactorintheU.S.economyforthe1990s.

BALANCEOFTRADE

Therelationshipbetweenmerchandiseimportsandexportsisreferredtoasthebalanceofmerchandisetradeortradebalance.Ifacountryexportsmoregoodsthanitimports,itissaidtohaveafavorablebalanceoftrade;

ifitimportsmoregoodsthanitexports,asdidtheUnitedStatesin1988,itissaidtohaveanunfavorablebalanceoftrade.Usuallyacountrythathasanegativebalanceoftradealsohasanegativebalanceofpayments.Boththebalanceoftradeandthebalanceofpaymentsdonothavetobenegative;

attimesacountrymayhaveafavorablebalanceoftradeandanegativebalanceofpaymentsorviceversa.ThiswasthecasefortheUnitedStatesduringtheKoreanandVietnamWarswhentherewasafavorablebalanceoftradebutanegativebalanceofpayments.TheimbalancewascausedbyheavyforeignaidassistancebytheUnitedStatestoothercountriesandthehighcostofconductingtheKoreanandVietnamWars.

Inonlythreeyearssince1970hastheUnitedStateshadafavorablebalanceoftrade.Thismeansthatforeachyeartherewasanunfavorablebalance,theUnitedStatesimportedgoodswithahigherdollarvaluethanthegoodsitexported.TheseimbalancesresultedprimarilyfromheavyU.S.demandforforeignpetroleum,foreigncars,industrialmachinery,andothermerchandise.Suchimbalanceshavedrasticeffectsonbalanceoftrade,balanceofpayments,andtherefore,thevalueoflocalcurrencyintheworldmarketplace.

4.Explaintheroleofpriceasafreemarketregulator.

Asafreemarketregulator,priceservesasaprimaryvariableinregulatingsupplyanddemandandaidsinresourceallocation.Pricesthataretoolowdepleteproductsupply,andpricesthataretoohighstopconsumerpurchases.

5.“Theoretically,themarketisanautomatic,competitive,self-regulatingmechanismwhichprovidesforthemaximumconsumerwelfareandwhichbestregulatestheuseofthefactorsofproduction.”Explain.

Productivityandmarketdemandarethedeterminantsofthestandardoflivingdifferentialsthroughouttheworldasdeterminedbythemarketif（theoretically）freecompetitionexists.However,manyvariablespollutethis“bestofallpossibleworlds”model.Governmentinterference,cartelsandothermonopolisticpractices,andmarketbarriersallcorruptthismarket（free）system.

6.Whatistheroleofprofitininternationaltrade?

Doesprofitreplaceorcomplementtheregulatoryfunctionofpricing?

Discuss.

Profitininternationaltradeprovidesthespecificmotivationforthetraders.Itisthecatalystofinternationaltrade.Profitcomplementstheregulatoryfunctionofpricingininternationaltrade.Outofthedifferentialbetweencostandpricecomesprofit.

7.Whydoesthebalanceofpaymentsalwaysbalanceeventhoughthebalanceoftradedoesnot?

Thebalanceofpaymentsmustalwaysbalancebecausetherecordismaintainedonadouble-entrybookkeepingsystem.Inthebalanceofpayments,debitsmustoff-setthecredits.Thebalanceoftradedoesn’thavetobeinbalance.Exportscanexceedimportsorviceversaortheycanbeinbalance.

8.Enumeratethewaysinwhichanationcanovercomeanunfavorablebalanceoftrade.

Acountrycanovercomeanunfavorablebalanceoftradebyincreasingexportsordecreasingimports.Temporaryaidmayalsoresultfrominfusionsofcapital,loans,orforeignaid.

9.Supportorrefuteeachofthevariousargumentscommonlyusedinsupportoftariffs.

Manyargumentsarecommonlyusedinsupportoftariffs:

（1）Infantindustry–theoreticallythisargumenthasaconsiderabledegreeofvalidity.However,prac