国际市场营销2课件.ppt

1、国际市场营销国际市场营销International marketingInternational marketing Which internationalization philosophy best describes the Disney Abroad?Ethnocentric orintation American culture Tokyo Pairs Hongkong Chapter 2.The International Marketing Environment()Government Barriers:National governments,especially gover

2、nments in developing countries,keep a tight control over foreign investment.Tarrif Barries Non-tarrif Barries International Competition:.-blocking channels of distribution -binding retailers into exclusive agreements -slashing prices temporarily to prevent product adopetion.Regional economic integra

3、tion 区域经济一体化区域经济一体化 1942-1950 refers to agreements amony countries in a geographic region to reduce,and ultimately remove,tariff and nontariff barriers to the free flow of goods,services,and factors of production between each other.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。Several levels

4、of economic integration Free Trade Area （自由贸易区）Customs Union （关税同盟）Common Market （共同市场）Economic Union （经济联盟）Political Union （政治联盟）1)Free Trade Area（自由贸易区）a)No barriers to trade among members b)Each country maintains its own trade barriers for nonmembers.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

5、 Ex:EFTA(The European Free Trade Association)（欧洲自由贸易区）1)established in 1960 2)8-4 countries 3)free trade in industrial goodsNAFTA北美自由贸易区北美自由贸易区 The North American Free Trade Agreement(NAFTA)created the worlds largest free market.417 million U.S.,Canadian,and Mexican consumers and a total output of$1

6、1trillion.Janpan and EU 1980 Reagan 1983 Canada 1985-1988 American&Canada 1992 American&Canada&Mexico 1994 Bill Clinton becoming law in January 1,1994 -abolition of tariffs:99%of goods -removal of most barriers on service -protection of intellectual property rights -removal of most restriction on FD

7、I -application of national environmental standards -two commissions:for health,safety,wages or child labor.Argument:Agriculture American&Mexico 2).Customs Union a）No trade barriers inside b)with common external trade policy（P16）c)desiring greater integration Ex.earlier EU -Andean Pact (安第斯条约）*Peru,B

8、olivia,Ecuador,Colombia *developing countries *resource 3).Common Market Area P16 a)No barriers to trade b)Common external trade policy c)Factors of production(生产要素)moving freely Factors of production(labor,capital,technology)d)Harmony and cooperation on fiscal,monetary and employment policies.Ex:EU

9、 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,Uruguay 19954).Economic Union P16 a).Has all the characteristics of a common market.(free flow of products and factors of production)b).Common external trade policy c).A common currency,tax rates,monetary and fiscal policy Ex.EU 5)Political

10、 Union P17 a)More integrated than an economic union b)a coordinating bureaucracyEU(European Union)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 19511952 6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

11、 -（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）.Transactional Institutions and World Trade General agreement on tariffs and trade(GATT)World trade organization(WTO)International monetary fund(IMF)World bank Regional institutions Bretton Wood System Bretton Wood Sys

12、tem 1944 44 countries International Monetary System 国际货币基金组织 -世界银行 World Bank(中长期)-国际货币基金组织 IMF（短期）-国际贸易组织 -GATT exchange rate(Fixed value)gold dollar International Monetary Fund(IMF)Developed out of the Bretton Woods agreement in 1944.Offers gold and constituent currencies available to members for

13、currency stabilization.It was the goal originally to provide for fixed exchange rates between countries.World Bank The international bank for reconstruction and development Formed in 1944,it provides economic assistance for the reconstruction of war-torn and,more recently,loans to developing countries.Regional Institutions European Union(EU)North American Free Trade Agreement(NAFTA)Mercosur-Latin America Gulf Cooperation Council(GCC)WTO HomepageTrade TopicsThe creation of the WTO has greatly broadened the scope of international trade agreements.