国际市场营销ppt课件.ppt

InternationalMarketing TheDynamicEnvironmentofInternationalTradeChapter2 14thEditionPhilipR CateoraMaryC GillyJohnL Graham McGraw Hill IrwinInternationalMarketing14 e Copyright 2009byTheMcGraw HillCompanies Inc Allrightsreserved WhatShouldYouLearn Thebasisforthereestablishment 重建 ofworldtradefollowingWorldWarIITheimportanceofbalance of paymentfigures 国际收支状况 toacountry seconomyTheeffectsofprotectionism 保护主义 onworldtradeTheseventypesoftradebarriers 2 2 WhatShouldYouLearn TheprovisionsoftheOmnibusTradeandCompetitivenessAct OTCA 贸易和竞争的综合法案 TheimportanceofGATT 关税和贸易总协定 andtheWorldTradeOrganizationTheemergence 出现 oftheInternationalMonetaryFundandtheWorldBankGroup 2 3 GlobalPerspectiveTradeBarriers AnInternationalMarketer sMinefield CountriestakeadvantageofU S openmarketswhileputtingbarriersinthewayofU S exportsTariffandnontariffbarrierstotradearemajorissuesconfrontinginternationalmarketersTorealizethebenefitsofthesocial political andeconomicchanges freetrademustprevail 开展 throughouttheglobalmarketplaceWTO WorldTradeOrganization 2 4 TopTen2007U S TradingPartners billions merchandisetrade Exhibit2 1 经济的繁荣并不是只依赖出口 进口同等重要 2 5 The20thtothe21stCentury FirstHalfoftheTwentiethCenturyDepressionWWIandWWIIMarshallPlan 马希尔计划 MovetowardinternationalcooperationamongtradingnationsGeneralAgreementonTariffsanTrade GATT 关税贸易总协定 2 6 Lasthalfofthe20thcenturymarredbycompetingapproachestoeconomicdevelopmentSocialistMarxistDemocraticcapitalistRapidgrowthofwar torneconomiesandpreviouslyunderdevelopedcountriesLarge scaleeconomiccooperationandassistanceRisingstandardsofliving The20thtothe21stCentury 2 7 WorldTradeandU S Multinationals Newglobalmarketingopportunities1950s U S companiesbegantoexportandmakesignificantinvestmentsinoverseasmarketingandproductionfacilities1960s U S multinationalcorporations MNCs facedmajorchallengesontwofrontsResistance 抵抗 todirectinvestmentIncreasingcompetitioninexportmarkets近观100年美国如何成为世界霸主 又在如何保持霸主的地位 2 8 AmericanMNCsconfrontedbyaresurgenceofcompetitionfromallovertheworldNIC NewlyIndustrializedCountries 新兴工业化公家SOE State OwnedEnterprises 国有企业ThebalanceofmerchandisetradeU S tradedeficit 贸易赤字 U S dilemmaofhowtoencouragetradingpartnerstoreciprocatewithopenaccesstotheirmarketswithoutprovokingincreasedprotectionism 保护主义 WTO WorldTradeOrganization NAFTAAFTA AseanFreeTradeArea APEC Asia PacificEconomicCooperationConference WorldTradeandU S Multinationals 2 9 World s100LargestIndustrialCorporations AnnualRevenues Exhibit2 2 2 10 BeyondtheFirstDecadeofthe21stCentury U S economyhassloweddramaticallyWorldgrowth exceptChina alsoslowedTheOrganizationforEconomicCooperationandDevelopment OECD 经济合作与发展组织 estimates3 averageannualgrowthfornext25yearsDevelopingcountrieswillgrowfasterFromanannualrateof4 inthepastquartertoarateof6 forthenext25yearsShareofworldoutputwillrangefromone sixthtoone third 2 11 BeyondtheFirstDecadeofthe21stCentury LevelofintensityofcompetitionwillchangeascompaniesfocusongainingentryormaintainingtheirpositionEmergingmarkets 新兴市场 RegionaltradeareasEstablishedmarketsinEurope Japan andtheU S SmallercompaniesalsoseekingnewmarketsNovelapproachesTechnologicalexpertise发展中国家的市场不一定小于发达国家的市场 小的企业也可以加入国际竞争 2 12 BalanceofPayments 国际收支 Balanceofpayments thesystemofaccountsthatrecordsanation sinternationalfinancetransactionsTransactionsrecordedannuallyMustalwaysbeinbalanceArecordofcondition notdeterminantofcondition 2 13 BalanceofPayments AbalanceofpaymentsstatementincludesthreeaccountsCurrentaccount 经常账户 Capitalaccount 资本账户 Reservesaccount 储备账户 国际收支的重要性 2 14 U S CurrentAccountbyMajorComponents 2007 billions Exhibit2 3 2 15 U S CurrentAccountBalance ofGDP Exhibit2 4 2 16 WhatWouldOneU S DollarBuy Exhibit2 5 2 17 Protectionism Tariffs quotas 配额 andnontariffbarriersaredesignedtoprotectmarketsfromintrusionsbyforeigncountriesNationsutilizebarrierstorestrainentryofunwantedgoodsLegal 法律壁垒 Exchange 汇率壁垒 Psychological 心理壁垒 Privatemarket 私有市场壁垒 2 18 ProtectionLogicandIllogic 保护的是非曲直 ArgumentsconcerningprotectionismontradeProtectionofinfant 幼稚的 industryProtectionofthehomemarketNeedtokeepmoneyathomeEncouragementofcapitalaccumulation 资本积累 MaintenanceofthestandardoflivingandrealwagesConservationofnaturalresourcesIndustrializationofalow wagenationMaintenanceofemploymentandreductionofunemploymentNationaldefenseIncreaseofbusinesssizeRetaliationandbargaining 2 19 TradeBarriers TariffsQuotasVoluntaryExportRestraints VER 资源出口限制 Boycottsandembargoes 抵制和禁运 MonetarybarriersBlockedcurrency 货币封锁 Differentialexchange 差别汇率 Governmentapproval 政府认证 StandardsAntidumpingpenalties 反倾销处罚 2 20 TypesofNontariffBarriers Exhibit2 6 特定的进口限制 进口报关和管理手续 标准要求 贸易中的政府参与 进口费用要求 其它 2 21 TheOmnibusTradeandCompetitivenessAct 贸易和竞争的综合法案 Designedtodealwithtradedeficits protectionism andoverallfairnessofourtradingpartnersCoversthreecriticalareasinimprovingU S tradeMarketaccess 市场准入 Exportexpansion 扩大出口 Importrelief 进口援助 FourongoingactivitiestosupportthegrowthofinternationaltradeGATTTheassociatedWorldTradeOrganization WTO InternationalMonetaryFund IMF TheWorldBankGroup 2 22 GeneralAgreementonTariffsandTrade 关税及贸易总协定 PavedwayforfirsteffectiveworldwidetariffagreementBasicelementsoftheGATTTradeshallbeconductedonanondiscriminatory 无歧视 basisProtectionshallbeaffordeddomesticindustriesthroughcustomstariffs notthroughsuchcommercialmeasuresasimportquotas Consultation 磋商 shallbetheprimarymethodusedtosolveglobaltradeproblemsEliminating 消除 internationaltradebarriers UruguayRound 乌拉圭回合 TheGeneralAgreementonTradeinServices GATS Trade RelatedInvestmentMeasures TRIMs Trade RelatedaspectsofIntellectualPropertyRights TRIPs 2 23 WorldTradeOrganization WTOisaninstitution notanagreementSetsmanyrulesgoverning 统治 tradebetweenits148membersProvidesapanelexportstohearandruleontradedisputesbetweenmembersIssuesbindingdecisions 约束力的裁决 Allmembercountrieswillhaveequalrepresentation 平等的代表权 MembercountrieshaveopentheirmarketsandtobeboundbytherulesofthemultilateraltradingsystemU S ratificationconcerns 美国之忧 Possiblelossofsovereignty 主权 overitstradelawstoWTOLackofvetopower 否决权 RoleU S wouldassumewhenaconflictarisesoveranindividualstate slawsthatmightbechallengedbyaWTOmember 2 24 Skirting 规避 theSpiritofGATTandWTO Loopholes 漏洞 ReducingtariffswhileatthesametimeincreasingnumberandscopeoftechnicalstandardsandinspectionrequirementsImposingantidumpingduties 增收反侵销税 Negotiatingbilateral 双边谈判 tradeagreementsMayleadtomultinationalconcessionsNotnecessarilyconsistentwithWTOgoalsandaspirations 2 25 TheInternationalMonetaryFund CreatedtoassistnationsinbecomingandremainingeconomicallyviableObjectivesoftheIMFStabilizationofforeignexchangeratesEstablishmentoffreelyconvertiblecurrenciestofacilitatetheexpansionandbalancedgrowthofinternationaltradeSpecialDrawingRights SDRs 特别提款权 Papergold 2 26 TheWorldBankGroup InstitutioncreatedtoreducepovertyandimprovestandardoflivingBypromotingsustainablegrowthandinvestmentinpeopleTheWorldBankhasfiveinstitutionswhichperformthefollowingservices LendingmoneytothegovernmentsofdevelopingcountriesProvidingassistancetogovernmentsfordevelopmentalprojectstothepoorestdevelopingcountriesLendingdirectlytotheprivatesectorProvidinginvestorswithguaranteesagainst noncommercialrisk Promotingincreasedflowsofinternationalinvestment 2 27 Protests 抗议 againstGlobalInstitutions Thebasiccomplain