国际市场营销2.ppt

国际市场营销2.ppt

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国际市场营销国际市场营销InternationalmarketingInternationalmarketingWhichinternationalizationphilosophybestdescribestheDisneyAbroad?

EthnocentricorintationAmericancultureTokyoPairsHongkongChapter2.TheInternationalMarketingEnvironment（）GovernmentBarriers:

Nationalgovernments,especiallygovernmentsindevelopingcountries,keepatightcontroloverforeigninvestment.TarrifBarriesNon-tarrifBarriesInternationalCompetition:

.-blockingchannelsofdistribution-bindingretailersintoexclusiveagreements-slashingpricestemporarilytopreventproductadopetion.Regionaleconomicintegration区域经济一体化区域经济一体化1942-1950referstoagreementsamonycountriesinageographicregiontoreduce,andultimatelyremove,tariffandnontariffbarrierstothefreeflowofgoods,services,andfactorsofproductionbetweeneachother.一个地理区域内各国一致同意减少并最终消除关税和非关税壁垒，以便做到相互之间商品，服务和生产要素的自由流动。

SeverallevelsofeconomicintegrationFreeTradeArea（自由贸易区）CustomsUnion（关税同盟）CommonMarket（共同市场）EconomicUnion（经济联盟）PoliticalUnion（政治联盟）1）FreeTradeArea（自由贸易区）a）Nobarrierstotradeamongmembersb）Eachcountrymaintainsitsowntradebarriersfornonmembers.Key:

各个成员国之间商品和服务的所有壁垒各个成员国之间商品和服务的所有壁垒都没取消都没取消Ex:

EFTA（TheEuropeanFreeTradeAssociation）（欧洲自由贸易区）1）establishedin19602）8-4countries3）freetradeinindustrialgoodsNAFTA北美自由贸易区北美自由贸易区TheNorthAmericanFreeTradeAgreement（NAFTA）createdtheworldslargestfreemarket.417millionU.S.,Canadian,andMexicanconsumersandatotaloutputof$11trillion.BackgroundJanpanandEU1980Reagan1983Canada1985-1988American&Canada1992American&Canada&Mexico1994BillClintonbecominglawinJanuary1,1994thecontentsofNAFTA:

-abolitionoftariffs:

99%ofgoods-removalofmostbarriersonservice-protectionofintellectualpropertyrights-removalofmostrestrictiononFDI-applicationofnationalenvironmentalstandards-twocommissions:

forhealth,safety,wagesorchildlabor.Argument:

AgricultureAmerican&Mexico2）.CustomsUniona）Notradebarriersinsideb）withcommonexternaltradepolicy（P16）c）desiringgreaterintegrationEx.earlierEU-AndeanPact（安第斯条约）*Peru,Bolivia,Ecuador,Colombia*developingcountries*resource3）.CommonMarketAreaP16a）Nobarrierstotradeb）Commonexternaltradepolicyc）Factorsofproduction（生产要素）movingfreelyFactorsofproduction（labor,capital,technology）d）Harmonyandcooperationonfiscal,monetaryandemploymentpolicies.Ex:

EU南方共同市场南方共同市场（MERCOSUR）亚松森条约亚松森条约Argentina,Brazil,Paraguay,Uruguay19954）.EconomicUnionP16a）.Hasallthecharacteristicsofacommonmarket.（freeflowofproductsandfactorsofproduction）b）.Commonexternaltradepolicyc）.Acommoncurrency,taxrates,monetaryandfiscalpolicyEx.EU5）PoliticalUnionP17a）Moreintegratedthananeconomicunionb）acoordinatingbureaucracyEU（EuropeanUnion）欧洲联盟欧盟盟歌：

贝多芬第九交响曲欢乐颂铭言：

多元一体欧洲日：

5月9日195119526国（法、德、意、荷、比、卢）巴黎条约-煤钢共同体19571958罗马条约-欧洲经济共同体-欧洲原子能共同体1965布鲁塞尔条约-欧洲共同体1967（关税同盟）-对外实行统一的关税率1991马斯特里赫特条约“马约”-欧洲联盟条约-欧洲经济与货币联盟-政治联盟条约1993欧洲联盟成立-（商品、人员、资本和劳务自由流通）（共同市场）19952002欧元从正名到正式流通（经济联盟）2004欧盟宪法条约20052006小分队（政治联盟）.TransactionalInstitutionsandWorldTradeGeneralagreementontariffsandtrade（GATT）Worldtradeorganization（WTO）Internationalmonetaryfund（IMF）WorldbankRegionalinstitutionsBrettonWoodSystemBrettonWoodSystem194444countriesInternationalMonetarySystem国际货币基金组织-世界银行WorldBank（中长期）-国际货币基金组织IMF（短期）-国际贸易组织-GATTexchangerate（Fixedvalue）golddollarInternationalMonetaryFund（IMF）DevelopedoutoftheBrettonWoodsagreementin1944.Offersgoldandconstituentcurrenciesavailabletomembersforcurrencystabilization.Itwasthegoaloriginallytoprovideforfixedexchangeratesbetweencountries.WorldBankTheinternationalbankforreconstructionanddevelopmentFormedin1944,itprovideseconomicassistanceforthereconstructionofwar-tornand,morerecently,loanstodevelopingcountries.RegionalInstitutionsEuropeanUnion（EU）NorthAmericanFreeTradeAgreement（NAFTA）Mercosur-LatinAmericaGulfCooperationCouncil（GCC）WTOHomepageTradeTopicsThecreationoftheWTOhasgreatlybroadenedthescopeofinternationaltradeagreements.