chapter-02-The-Global-Environment-of-International

TheGlobalEnvironmentofInternationalMarketingChapter2ChapterLearningObjectivesChapter02-TheGlobalEnvironmentofInternationalMarketing1.TheimportantBigInternationalOrganizations2.Patternsofinternationalcooperation3.MarketinginaDevelopingCountryTheimportantBigInternationalOrganizations1.UN://://://://://://://•://•TherearemanyimportantBigInternationalpoliticalorbusinessOrganizationsasfollows:Chapter02-TheGlobalEnvironmentofInternationalMarketing1.联合国2.世界贸易组织3.国际货币基金组织4.世界银行5.联合国贸易和发展会议6.经济合作与发展组织7.世界经济论坛8.亚太经合组织9.国际商会•中国国际商会10.中国国际贸易促进会UnitedNations(UN)•TheUNhas4mainpurposes–Tokeeppeacethroughouttheworld;–Todevelopfriendlyrelationsamongnations;–Tohelpnationsworktogethertoimprovethelivesofpoorpeople,toconquerhunger,diseaseandilliteracy,andtoencouragerespectforeachother’srightsandfreedoms;–TobeacentreforharmonizingtheactionsofnationstoachievethesegoalsChapter02-TheGlobalEnvironmentofInternationalMarketing://(WTO)1.WTO://://://(IMF)1.AbouttheIMF://://://://(WB)1.AbouttheWB:50004410~piPK:36602~theSitePK:29708,00.html2.Whoarewe:20046292~menuPK:1696892~pagePK:51123644~piPK:329829~theSitePK:29708,00.html3.Whatwedo:20103838~menuPK:1696997~pagePK:51123644~piPK:329829~theSitePK:29708,00.htmlChapter02-TheGlobalEnvironmentofInternationalMarketing•Therearefivefundamentalgroupingsforregionaleconomicintegrationasfollows:Chapter02-TheGlobalEnvironmentofInternationalMarketing2NorthAmericanFree-TradeArea(NAFTA)4or5EuropeanUnion2AssociationofSoutheastAsianNations(ASEAN)+31Asia-PacificEconomicCooperation(APEC)4CaribbeanSingleMarketandEconomy(CSME)加勒比单一市场经济3or4MERCOSUR(西班牙语）SouthAmericanCommonMarket南锥共同市场StrategicImplicationsforMarketing1.OpportunitiesEconomicintegrationcreatesmassmarketsforthemarketer.Manynationalmarkets,toosmalltobotherwithindividually,takeonnewdimensionsandsignificancewhencombinedwithmarketsfromcooperatingcountries.2.MarketBarriersTheinitialaimofthemultinationalmarketistoprotectbusinessesthatoperatewithintheborders.l3.MarketingMixImplicationsCompaniesareadjustingtheirmarketingmixstrategiestoreflectanticipatedmarketdifferencesinasingleEuropeanmarket.Chapter02-TheGlobalEnvironmentofInternationalMarketingStrategicImplicationsforMarketingWhyaretheMultinationalCooperationsveryimportanttotheinternationalmarketing?Chapter02-TheGlobalEnvironmentofInternationalMarketingChapterLearningObjectivesChapter02-TheGlobalEnvironmentofInternationalMarketing1.TheimportantBigInternationalOrganizations2.Patternsofinternationalcooperation3.MarketinginaDevelopingCountryMarketingandEconomicDevelopmentTheeconomiclevelofacountryisthesinglemostimportantenvironmentalelementtowhichtheforeignmarketermustadjustthemarketingtask.Thestageofeconomicgrowthwithinacountryaffectstheattitudestowardforeignbusinessactivity,thedemandforgoods,thedistributionsystemsfoundwithinacountry,andtheentiremarketingprocess.Case-SavvyChineseconsumercomesofageEconomicdevelopmentisgenerallyresultsinanincreaseintheaveragepercapitagrossdomesticproduct(GDP)•What’stherelationshipbetweentheMarketingandEconomicDevelopment?Marketingisconstantlyfacedwiththechallengeofdetectingandprovidingfornewlevelsofconsumption,andmarketingeffortsmustbematchedwithever-changingmarketneedsandwants.StagesofEconomicDevelopment:UnitedNationsClassificationScheme•UnitedNationsclassifiesacountry’sstageofeconomicdevelopmentbasedonitslevelofindustria