市场营销PartII.ppt

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1、Part II:The International Marketing Environment,The Role of EconomyThe Role of GovernmentsThe Role of Culture,Part II:The International Marketing Environment,The Role of Economy-GlobalizationThe shift towards a more integrated and interdependent world economy Two components:The globalization of mark

2、ets The globalization of production,Part II:The International Marketing Environment,The Role of Economy全球一体化是指朝着更为一体化和更为相互依存方向发展的世界经济。全球一体化有两个主要部分组成:市场一体化 生产一体化,Globalization debate-Pro,Lower prices for goods and servicesEconomic growth stimulationIncrease in consumer incomeCreates jobsCountries spe

3、cialize in production of goods and services that are produced most efficiently,Globalization debate-Con,Destroys manufacturing jobs in wealthy,advanced countriesWage rates of unskilled workers in advanced countries declinesCause environmental Pollution and break the ecological balance Loss of sovere

4、igntyLocal industry and fierce competition,Part II:The International Marketing Environment,全球一体化可使世界范围内的资金、技术、产品、市场、资源、劳动力进行有效合理的配置。经济全球化对于发展中国家引进先进技术、参与国际竞争、发展本国经济无疑是一个良好的机遇。全球一体化为世界各国人民提供了选择物美价廉的商品和优质服务的好机会。全球一体化将会促使世界大文化的产生和发展。全球一体化将促进贸易和投资的自由化。全球一体化加速技术转让和产业结构调整的进程。全球一体化能够促进国际间政治的协调。,全球一体化的正面效应：

5、,Part II:The International Marketing Environment,全球一体化加剧了世界经济的不平衡，使贫富差距拉大。现行的全球经济运行规则不尽合理，大多有利于发达国家。他们不仅利用发展中国家的廉价原料和劳动力赚取高额利润，还将本国不允许生产、又容易产生环境污染的产品，转移到发展中国家生产，导致发展中国家生态环境遭到破坏。全球一体化必然对民族文化带来一定的冲击。这将使得各个民族的文化特质消长不等、凸显不一。经济全球化还可能导致发展中国家主权受到威胁。,全球一体化的负面效应：,Swan Optical,Manufacturing,1-5,Design,Global

6、Production and marketing,Marketing,Part II:The International Marketing Environment,The Role of GovernmentsTrade BarriersTrade Organizations,European Union Countries,Members of the EU,Austria Belgium Bulgaria Cyprus Czech Republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy La

7、tvia Lithuania Luxembourg Malta Netherlands Poland Portugal Romania Slovakia Slovenia Spain Sweden United KingdomNotice:Bulgaria and Romania are the most recent Member States,joining on 1 January 2007.,Regional Economic Integration of the Americas,NAFTAMERCOSUR,APEC members,APEC Members,Australia Br

8、unei Canada Chile China Hong Kong Indonesia Japan South Korea Malaysia MexicoNew Zealand Papua New Guinea Peru PhilippinesRussia Singapore Taiwan Thailand USA Vietnam,Part II:The International Marketing Environment,The Role of CultureDefinition:a system of learned,shared,unifying and interrelated be

9、liefs,values and assumptionsCharacteristics:not innate but learned interrelated shared,The Determinants of Culture,Culture,Social Organization,Customs&Religion,Political&Economic structure,Education,Weather andGeography,Language,Part II:The International Marketing Environment,Managerial Implications,