国际市场营销完整版本ppt课件.ppt

InternationalMarketing ThePoliticalEnvironment aCriticalConcernChapter6 14thEditionPhilipR CateoraMaryC GillyJohnL Graham McGraw Hill IrwinInternationalMarketing14 e Copyright 2009byTheMcGraw HillCompanies Inc Allrightsreserved WhatShouldYouLearn Whatthesovereignty 主权 ofnationsmeansandhowitcanaffectthestabilityofgovernmentpoliciesHowdifferentgovernmentaltype politicalparties nationalism targetedfear animosity 仇恨 andtradedisputes 争端 canaffecttheenvironmentformarketinginforeigncountriesThepoliticalrisksofglobalbusinessandthefactorsthataffectstabilityTheimportanceofthepoliticalsystemtointernationalmarketinganditseffectonforeigninvestmentsTheimpactofpoliticalandsocialactivists violence 暴力 andterrorism 恐怖主义 oninternationalbusinessHowtoassessandreducetheeffectofpoliticalvulnerability 政治脆弱性 Howandwhygovernmentsencourageforeigninvestment 6 2 GlobalPerspective Acrucial 重要的 realityofinternationalbusinessBothhostandhomegovernmentsareintegralpartnersAgovernmentcontrolsandrestrictsacompany sactivitiesByencouragingandofferingsupportBydiscouragingandbanning 禁止 orrestrictingitsactivitiesInternationallawrecognizes 认同 thesovereignright 主权 ofanationTogrant 授予 orwithholdpermission 拒绝允许 todobusinesswithinitspoliticalboundariesTocontrolwhereitscitizensconductbusiness 6 3 TheSovereigntyofNations AsovereignstateIndependentFreefromallexternalcontrolSovereigntyPowersexercised 行使 byastateinrelationtoothercountriesSupremepowersexercisedoveritsownmembers 日本是完整的主权国家吗 6 4 Nationscananddoabridge 让步 specificaspectsoftheirsovereignrightsinordertocoexistwith 和平共处 othernationsNAFTA NorthAmericaFreeTradeAgreementNATO NorthAtlanticTreatyOrganizationWTO WorldTradeOrganizationTheUnitedStatesinvolvementininternationalpoliticalaffiliationsissurprisingly 出奇 lowTheWTOisconsideredbysomeasthebiggestthreatsofar 到目前 tonationalsovereignty TheSovereigntyofNations 文明体制被妖魔化 6 5 StabilityofGovernmentPolicies IssuesthatcanaffectthestabilityofagovernmentRadicalshiftsingovernmentphilosophywhenanopposingpoliticalparty 反对派政党 ascendstopowerPressurefromnationalistandself interestgroupsWeakenedeconomicconditionsBiasagainstforeigninvestmentConflictsbetweengovernmentsFivemainpoliticalcausesofinternationalmarketinstabilitySomeformsofgovernmentseemtobeinherently 自来 unstableChangesinpoliticalpartiesduringelectionscanhavemajoreffectsontradeconditionsNationalismAnimosity 仇恨 targetedtowardspecificcountriesTradedisputes 贸易争端 themselves 东南亚的国家和地区对于中国总是有危机感和不信任感 6 6 FormsofGovernment Circa500B C AncientGreekscriticizedthreefundamentalformsofgovernmentRulebyone monarchy 独裁政治 Rulebyfew aristocracy 贵族政治 Rulebymany democracy 民主政治 Circa1990 Collapseofcommunism 共产主义瓦解 Free enterprisedemocracy 自由民主 consideredthebestsolution200 sovereignstatesontheplanetAlmostallhaveatleastnominallyrepresentativegovernmentswithuniversalsuffrage 普选权 forthose18yearsandolderInabout10 ofthestatesvotingisrequired intherestitisvoluntary自愿 美 日 中 台的政体特征 资本主义国家的民主政治是谎言 6 7 ASamplingofGovernmentTypes Exhibit6 1 为什么有些国家依然保持君主立宪制 6 8 PoliticalParties Incountrieswheretwostrongpoliticalpartiestypicallysucceedoneanother itisimportanttoknowthedirectioneachpartyislikelytotakeGreatBritainTheLabourPartyvs theConservativePartyUnpredictableanddrasticshiftsingovernmentpoliciesdeter 阻止 investments whateverthecauseoftheshiftAcurrentassessmentofacountry spoliticalphilosophy 主张 andattitudesisimportantingauging 评估 theirstabilityandattractivenessintermsofmarketpotential 政党交替是资本家的左右手 6 9 Nationalism Anintensefeelingofnationalprideandunity 自豪感与团结 Anawakeningofanation speopletoprideintheircountryNationalinterestandsecurityaremoreimportantthaninternationalrelationsCountriesusenationalismtoprotectthemselvesagainstintrusions 侵入体 ThreatsfromoutsideforcesDeclines 下滑 inthedomesticeconomyNationalismcomesandgoesAsconditionsandattitudeschangeForeigncompanieswelcomedtodaymaybeharassed 骚扰 tomorrowandviceversa 钓鱼岛事件中 国人的反应 6 10 TargetedFearand orAnimosity 特定的恐惧与仇恨 Marketersshouldnotconfuse 混淆 nationalismwithawidespread 普遍 fearoranimositydirectedataparticularcountryToyotaintheU S 1980s Animosity 仇恨 towardtheUnitedStatesinFranceTheunhappiness 苦恼 ofcitizensandpoliticiansinmanyothercountriesconcerningthewarinIraqNonation state howeversecure willtoleratepenetration 默认渗透 byaforeigncompanyintoitsmarketandeconomyIfitperceivesasocial cultural economic orpoliticalthreattoitswell beingTradedisputes 贸易争端 国家社会也许总是要经历保守 开放 保守的循环 6 11 PoliticalRisksofGlobalBusiness Confiscation 没收 theseizing 占有 ofacompany sassetswithoutpaymentExpropriation 征用 wherethegovernmentseizesaninvestmentbutmakessomereimbursement 补偿 fortheassetsDomestication 本土化 whenhostcountriesgraduallycausethetransferofforeigninvestmentstonationalcontrolandownershipthroughaseriesofgovernmentdecrees 政令 Mandating 强制 localownershipGreaternationalinvolvementinacompany smanagement 中国从生产国向消费国转型时 这种情况也许会产生 6 12 HowComplicatedThingsCanGet Exhibit6 2 为了对进口产品进行限制或管理 对于不同产品采取不同的外币汇率 日系车进入中国时 关税曾经是300 或者更高 6 13 EconomicRisks ExchangecontrolsStemfromshortagesofforeignexchangeheldbyacountryLocal contentlaws 当地含量法律 Countriesoftenrequireaportion 部分 ofanyproductsoldwithinthecountrytohavelocalcontentImportrestrictionsSelectiverestrictionsontheimportofrawmaterialstoforceforeignindustrytopurchasemoresupplieswithinthehostcountryandtherebycreatemarketsforlocalindustry 日本曾经要求美国 输入日本的美国大米中务必参入一定比例的日本米 理由是日本消费者不能适应完全的美国米 6 14 EconomicRisks TaxcontrolsApoliticalriskwhenusedasameansofcontrollingforeigninvestmentsPricecontrolsEssentialproductsthatcommandconsiderablepublicinterestPharmaceuticals 药物 FoodGasolineLaborproblemsLaborunionshavestronggovernmentsupportthattheyuseeffectivelyinobtainingspecialconcessions 让步 frombusiness 在中国有些西药需要处方VSOTC 富士康连跳事件却依然悬而未决 劳资冲突依然严重 在华外企每年必须以一定的比例提高投资额虽然 创业之初是免税的 6 15 PoliticalSanctions 政治制裁 Oneoragroupofnationsmayboycott 联合抵制 anothernationStoppingalltradebetweenthecountriesIssuingsanctions 制裁 againsttradeofspecificproductsU S boycottsoftradewithCuba IranHistoryindicatesthatsanctionsareoftenunsuccessfulinreachingdesiredgoalsParticularlywhenignored 忽略 byothermajornations traders 中国依然在被美国制裁中 武器和高精尖科技 北朝鲜被制裁的范围更广 6 16 PoliticalandSocialActivists 政治与社会活动人士 Notusuallygovernmentsanctioned 制裁 Caninterrupt 中断 thenormalflowoftradeRangefromthosewhoseektobringaboutpeacefulchangetothosewhoresorttoviolence 采用暴力 andterrorismtoeffectchangeWorldwideboycottofNestleproductsTheInternethasbecomeaneffectivetoolofPSAstospread 传播 thewordProtestrallies 抗议集会 againsttheU S IraqWar 维基解密 日本右翼 中华保钓会 6 17 NongovernmentalOrganizations 非政府组织 Nongovernmentalorganizations NGOs areincreasinglyaffectingpolicydecisionsmadebygovernmentsProtests 抗议 Lobbying 游说 Collaborations 合作 withgovernmentalorganizationsManyalsoareinvolvedinmitigating 减轻 muchofthehumanmisery 痛苦 plaguingpartsoftheplanetRedCross 红十字会 RedCrescent 红月会 AmnestyInternational 国际特赦组织 还有多少 Oxfam 乐施会 UNICEF 联合国儿童基金会 Care 美国援外组织合作社 HabitatforHumanity 国际人类栖息地组织 6 18 U S StateDepartmentTravelWarnings 国际旅游警告 Exhibit6 3 6 19 ViolenceandTerrorism 暴力与恐怖主义 TheStateDepartmentreported3 200terroristincidentsworldwidein2004Goalsofterrorismagainst 针对 multinationalsToembarrass 羞辱 agovernmentanditsrelationshipwithfirmsTogeneratefunds 筹集赎金 bykidnappingexecutivesTouseaspawns 棋子筹码 inpoliticalorsocialdisputes 争端 Toinflictterror 制造恐怖 withinacountryasdidSeptember11Inthepast30years 80 ofterroristattacksagainsttheU S havebeenaimedatAmericanbusinesses 华人企业在东南亚 非洲也经常是被攻击的对象 6 20 ArmedConflictsAroundtheWorld世界范围内的武装冲突 Exhibit6 4 6 21 CyberterrorismandCybercrime 网络恐怖主义与网络犯罪 Theinternetisavehicle 载物 forterroristandcriminalattackstoinflictdamage 制造伤害 onacompanywithlittlechanceofbeingcaughtByforeignanddomesticantagonists 敌手 Itishardtodetermineifacyberattack 网络攻击 hasbeenlaunched 启动 Byaroguestate 无赖国家 AterroristAhackerasaprank 黑客恶作剧 网络的力量不可小视 来无影去无踪 颠覆现有的势力关系 6 22 CyberterrorismandCybercrime Eachwaveofviruses 病毒 GetsmoredamagingSpreadssorapidlythatconsiderableharmisdonebeforeitcanbestoppedToolsforcyberterrorismCanbedevelopedtodoconsiderable 相当大的 damageToacompany AnentireindustryAcountry sinfrastructure 基础设施 Mounting 增加 concernovertherashofattacksBusinessleadersandgovernmentofficialsaddressedaGroupofEightconference 八国集团 盗取企业机密 破坏企业网络系统 制造混乱 6 23 PoliticallySensitive 政治敏感性 ProductsandIssues PoliticallysensitiveproductsPerceivedtohaveaneffectontheenvironment exchangerates nationalandeconomicsecurity andthewelfare 福利 ofpeopleArepubliclyvisible 公开可见 orsubjecttopublicdebate 公开辩论 Healthisoftenthesubjectofpublicdebate andproductsthataffectorareaffectedbyhealthissuescanbesensitivetopoliticalconcernTheEuropeanUnionhasbannedhormone treated 激素处理 beefformorethanadecade 哪些产品容易成为政治斗争的牺牲品 6 24 ForecastingPoliticalRisk 预测政治风险 PoliticalriskassessmentAnattempttoforecastpoliticalinstability 不稳定性 TohelpmanagementidentifyandevaluatepoliticaleventsTopredicttheirpotentialinfluenceoncurrentandfutureinternationalbusinessdecisionsGovernmentfailure 失效 isgreatestrisktointernationalmarketersCausingchaos 混乱 inthestreetsandmarketsRiskassessmentofinvestmentsUsedtoestimatethelevelofariskacompanyisassumingHelpsdeterminetheamountofriskafirmispreparedtoaccept 风险级别与风险大小 6 25 Top20StatesinDangerofFailing Ranked Exhibit6 5 6 26 LesseningPoliticalVulnerability 降低政治脆弱性 RelationsbetweengovernmentsandMNCs 跨国公司 aregenerallypositiveiftheinvestmentImprovesthebalanceofpaymentsbyincreasingexportsorreducingimportsthroughimportsubstitutionUseslocallyproducedresourcesTransferscapital technology and orskillsCreatesjobsMakestaxcontributions 税收贡献 PoliticalpartiesoftenfocuspublicopiniononthenegativeaspectsofMNCswhethertrueorfalseAsscapegoats 替罪羊 fortheirownfailureToserve 服务 theirowninterests 在反日游行中受损坏的日本丰田车 6 27 LesseningPoliticalVulnerability StrategiesthatMNCsusetominimizepoliticalvulnerabilityandriskJointventures 合资公司 ExpandingtheinvestmentbaseLicensing 颁发许可证 Planneddomestication 本土化 Politicalbargaining 谈判 Politicalpayoffs 贿赂 6 28 GovernmentEncouragement 政府激励 MostimportantreasontoencourageforeigninvestmentToaccelerate 加速 thede