国际市场营销学LascuChapter2

Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,An Overview of the International Marketing EnvironmentDana-Nicoleta LascuChapter 2Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Chapter ObjectivesProvide an overview of the world economic environment and examine different perspectives on economic development.Address differences between countries of different levels of economic development and discuss the importance of emerging markets.Examine the indicators of political risk and address international firm approaches to political risk management.Describe how international law,home-country law,and host-country law affect international firm operations and how to address issues related to jurisdiction.Discuss different legal systems,intellectual property laws,and national laws with extra-territorial impact that affect international firms.Examine the natural and technological environments and the potential limitations they present to international firms.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Globalization has led to a unified international economy:the international economy performs as a single unit.Companies can no longer afford to have a local,home-country focus the market share game is played increasingly on a world scale.The top 100 multinationals Account for 7 percent of world economic activity.Control 20 percent of all foreign assets.Employ 6 million workers.The World EconomyCopyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Economic Development Disparity Increasing gap between high-income and low-income countries Firms in high-income countries:Dominate the world economy.Allocate resources based on market potential,rather than based on local needs.Low-income countries can maintain some controlAbility to allocate local resources(raw materials,labor).Have control over access to local consumers.Have the ability to lessen economic gap by imposing barriers to international corporations.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Population and GNP DistributionCopyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Take OffEconomic Development Models:The Rostow Modernization ModelEach stage is a function of productivity,economic exchange,technological improvements and income.Growth requires advancing from one stage to the next.TraditionalSocietyTransitionalSocietyDrive toMaturityHigh MassConsumptionCopyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Rostow Model Stages(contd.)Traditional SocietyAgriculture is the dominant sector.Low productivity and low per-capita output.Little economic change and technological improvement.Transitional SocietyPrecondition for take-off:Manufacturing emerges,but is characterized by low productivity and low per-capita output.Increased productivity in agriculture.Take-offEconomic growth and increase in per-capita income.Production improvements.Emergence of leading sectors,and a new class of entrepreneurs.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Rostow Model Stages(contd.)Drive to MaturityModern technology is adopted in all economic activityNew leading sectors emergeEconomy looks beyond borders for development High Mass ConsumptionLeading sectors shift toward durable goodsSurge in per-capita incomeIncreased allocation to social welfareMasses can afford products beyond necessitiesCopyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Alternative Economic Development Models:The Marxist-Leninist ModelSimilar to Rostow model in first stages.Subsequent stages depicted as a class struggle ending in revolution.Advancement is a function of control over the means of production,production outcomes,resource allocation,and the development of a mindset devoid of materialist needs.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Marxist-Leninist Model(contd.)The Marxist-Leninist ModelPrimitiveSocietySlavery-BasedSocietyFeudalismCapitalismSocialismCommunismCopyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Marxist-Leninist Model Stages:Primitive societyJoint ownership of primitive means of production.Production centered on agricultural tasks.Slavery-based societyDominant tribes claiming ownership of conquered tribes and their property.Feudal societyDominance of feudal lords,who own the land and its dwellers.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Marxist-Leninist Model Stages(contd.):CapitalismEmerging bourgeoisieShift of production from the agrarian sector to the industrial sectorImperialism:Last stage,where capital loses its national identity.SocialismDisappearance of private property;replaced with state property.CommunismState and cooperative ownership of all means of production and property.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Chinese Interpretation of Its Current Development StageAccording to current Chinese ideological doctrine,China is in the socialist stage,where state ownership and private ownership coexist.It may take China more than 100 years to advance to the next stage.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Levels of DevelopmentHigh-Income Countries:GNI per capita of US$10,726 and aboveWell-developed industrial and service sectors.Markets in maturity stageConsumers with.established preferencesMarkets are characterized by intense competition.Highly developed transportation Infrastructure in adeveloped countryCopyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Levels of Development(contd.)Middle-Income CountriesGNI per capita of US$875$10,725Developing rapidly.Many are countries with emerging marketsGreat potential due to:-Privatization policies that reduce government deficit.-Policies that facilitate the repatriation of dividends and capital.-Strong government support for internationalization and open disclosure.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Characteristics of Emerging Markets High political stability.Sound currency,low inflation.Pro business,fiscally-conservative,transparent government policies,and sound corporate law.Guarantees for the repatriation of dividends and capital.Liquid securities market reflecting fair prices.Work ethics and a culture of integrity.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Big Emerging Markets Present the greatest potential for international trade and expansion.Set the pace for the economy in the region.Examples:China,India,Argentina,Brazil,Mexico.The Shanghai skyline rivals that of any other major city in high-income countries.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Levels of Development(contd.)Low-Income CountriesGNI per capita of of less than US$875 Primarily agrarian.Located in different regions in Asia and Sub-Saharan Africa.Often neglected or underserved by large multinationals.Represent potential niche markets.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Political Environment Sovereignty:Self determination and independence from external interference.At the basis of international law and international relations International trade limits sovereignty.Governments can invoke sovereignty and jeopardize firms operations.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Political Risk Evaluating political risk:Business periodicals(The Economist,WSJ)Commercial sources(EIU,Chase,RUNDTs)Political risk signalsPoor economic performance.Repression of ethnic groups and/or general repression by the elite.Internal diversity and incongruent interests.Radically changing government structures.Fierce nationalist sentiment.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Types of Political Risks Risks related to government trade policies:Tariffs and quotas.Exchange-rate controls and export/import license requirements.Other trade barriers.Risks related to government economic policyControlling foreign investment through taxes or transfer of assets from company to local ownership:-Confiscation.-Expropriation.-Nationalization.-Creeping expropriation.-Domestication.Risks related to labor and action groups.Risks related to terrorism.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Minimizing Political Risk Understand both ruling and opposition parties.Remain politically neutral.Be exemplary corporate citizens.Sell a quality product or service that is essential for local development.Partner with local companies and create local expertise.Use local suppliers.Obtain insurance coverage against expropriation,nationalization,confiscation,and terrorism.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,International Legal Environment International firms are affected by three bodies of law:International LawsHost Country LawsHome Country Laws International firms must adhere to all three.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Legal SystemsCommon Law:-Based on prior court rulings(legal precedent);used by many of the former Great Britain colonies.Code(Civil)Law:-Comprehensive written laws that specify what constitutes legal behavior;used by most countries.Islamic Law:-System of law based on the interpretation of the Koran,Islams holy book,and the practices and sayings of the Prophet Muhammad.-Establishes rules for business practices that can affect firm operations.-Used in North Africa,the Middle East,the South Asia.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Jurisdiction Jurisdiction is not automatic European Court of Justice The International Court of JusticeIndependent Third PartyIndependent Third PartyNon-bindingBindingCopyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Intellectual Property Rights Violation of intellectual property rights is the most significant threat to the competitiveness of international corporations.Losses attributed to the violation of intellectual property rights are estimated to be$60 billion a year.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Intellectual Property Protection PatentProtection of the rights of the inventor or of the firm to use and sell the invention for a specified period of time.CopyrightRights of owner of original work of art to reproduce,sell,perform,or film the work.TrademarkBrand name,mark,symbol,motto,or slogan that identifies a brand and distinguishes it from competitors brands.Trade SecretKnow-how,formulas,and special blends that are not registered and are thus not protected by law.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Factors Influencing Intellectual Property Violations Lack of appropriate legislation.Lax enforcement.Unavailability of authentic products.High prices for authentic products that limit their accessibility to local consumers.Cultural FactorsValues that perceive imitation as a form of flattery.Feelings of interpersonal distrust and not getting fair deal.Emphasis on material wealth.Belief that technology is common domain.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,TRIPS agreement(Trade-Related Aspects of Intellectual Property Rights):member countries of the World Trade Organization,must sign the TRIPS agreement.Intellectual property issues are also addressed by bilateral and multilateral conventions.Firms must enlist home and host-country government support.Protecting Intellectual PropertyCopyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Home-Country Legislation Affecting Multinationals Operating Overseas Antitrust legislationPrevent anticompetitive activities such as the creation of monopolies and cartels.Anti-corruption legislationPrevent multinational corporations from using unethical means to obtain competitive advantage in a particular market.Foreign Corrupt Practices Act makes it illegal to engage in bribing to gain competitive advantage or market access.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Natural Environment of International Marketing Determines access to markets,production and productivity capability,and trade.Geology and the Shortage of Natural ResourcesA countrys access to natural resources determines whether the country can be a viable trade partner in the international market.Geology determines the natural resources available in the country and its potential for prosperity.There is a shortage of raw materials worldwide and prices are rapidly increasing.Topography and Access to MarketsTopography determines access to the market and affects distribution decisions.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Natural Environment of International Marketing(contd.)Hydrology Determines access to markets.Hydroelectric power is essential to economic development.ClimateContributes to economic development:Arid lands are inhabitable only at high cost;excessive rain destroys the infrastructure.PopulationProblematic,in light of the scarcity of natural resources.Population growth rate is highest for the developing countries of South Asia and Sub-Saharan Africa.Environmental QualityConcerns about the environment have led to the active regulation of business,especially in industrialized countries.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,The Technological Environment The technological environment is changing rapidly:New product development proceeding at fast pace Thousands of patents and trademarks are registered worldwide on a daily basis.Technology has greatly changed international marketing.Copyright Atomic Dog Publishing,2008Copyright Atomic Dog Publishing,Chapter Summary Discussed competing models of economic development:The Rostow model regards it as a function of productivity,exchange,technology,and income;the Marxist-Leninist model depicts development as a class struggle.Based on development,countries are categorized as:low-,middle-,and high-income countries.Addressed evaluating and managing political risk related to government trade policies,economic policies,labor/political action groups,and terrorism.Addressed different international,home-country,and host country laws and the judicial systems:common,code,and Islamic.Discussed the natural environment and the rapidly changing technological environment.此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！