《I-Marketing》 南京大学mkt2.ppt

1、INTERNATIONAL MARKETING 6e,International Trade Institutions and U.S. Trade Policy,Chapter 2,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-2,The Historical Dimension,Ancient Traders Rome and the Pax Romana European Feudalism in the Middle Ages Protectionism in the 1930s and Hawley-Smoot Act

2、 The Emergence of Global Division (1945),Copyright 2001 by Harcourt, Inc. All rights reserved.,2-3,A Brief History of International Business,Pax Romana The “Roman Peace” ensured that merchants were able to travel safely and rapidly on roads built, protected, and maintained by the Roman legions.,Euro

3、pean Feudalism By delivering a portion of their “earnings” to a protector, medieval farmers were shielded from the depredations of outsiders. While local economies were largely closed, East-Westexport /import trade thrived.,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-4,A Brief History co

4、ntinued,Protectionism in the 1930s and the Smoot-Hawley Act The Act raised import duties to reduce the volume of imports into the United States, with the intent of fostering increased domestic employment. World trade collapsed as other nations countered with raised duties and tariffs of their own.,C

5、opyright 2001 by Harcourt, Inc. All rights reserved.,2-5,The Emergence of Global Division (1945),The post-war East and West ideological split The Soviet Union and the Eastern Bloc Council for Mutual Economic Assistance (CMEA or COMECON) 53 Western countries The International Trade Organization (ITO)

6、 - 1948 Pax Americana The “American Peace” ensuring safety in the Western world from 1945 to 1990 helped world trade grow dramatically.,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-6,Transnational Institutions and World Trade,General Agreement on Tariffs and Trade (GATT) World Trade Organ

7、ization (WTO) International Monetary Fund (IMF) World Bank Regional Institutions,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-7,General Agreement on Tariffs and Trade,GATT focused on reducing prevailing high tariffs. -Was a able to reduce tariff from 26 to 5% (US) -Flow trade via bilatera

8、l trade agreement, voluntary trade restraints undermined GATT -GATT didnt cover services -The Uruguay Round Most-Favored Nation (MFN) clause “ each member country of the GATT must grant every member country the most favorable treatment it accords to any other country with respect to imports and expo

9、rts”,Copyright 2001 by Harcourt, Inc. All rights reserved.,World Trade Organization (WTO) 1995- General Agreement on Trade in Services (GATS) Trade-related aspects of intellectual property rights (TRIPS) Trade-related investment measures (TRIMS) -Problems around WTO Environmentalists concern Labor u

10、nions fear Developed nations concern Countries may lose their sovereignty -Positive expectations More expansion for MNC and Global Violators of trade agreement, trade secrets and copy rights can be punished,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-9,The International Monetary Fund (IM

11、F),Developed out of the Bretton Woods Agreement in 1944. Offers gold and constituent currencies available to members for currency stabilization. Special Drawing Rights (SDR) an index of currencies availableto each member in the IMF,Copyright 2001 by Harcourt, Inc. All rights reserved.,International

12、Monetary Fund (IMF) 1944 Regulates the international monetary system Helps member countries during currency fluctuations Helps countries to move from soft to hard currencies Helps countries to fight against black market for hard currencies Helps countries during their privatization and restructuring

13、 of their economies.,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-11,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. Its original obje

14、ctive was to help in building and reconstruction of countries damaged by the war.-It helps countries to develop their infrastructure-it helps countries to settle their debt problems,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-12,Regional Institutions,European Coal and Steel Community Cus

15、toms Unions European Union (EU) North American Free Trade Agreement (NAFTA) Mercosur - Latin America Gulf Cooperation Council (GCC),Copyright 2001 by Harcourt, Inc. All rights reserved.,Council for Mutual Economic Assistance (CMEA): The Soviet Union and the Eastern Bloc USSR East European Satellites

16、 China, Cuba, Vietnam, Laos, Cambodia,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-14,A Diagnosis of the U.S. Trade Position,The impact of trade and investment on the U.S. has been a continuous trade deficit A steady erosion of U.S. share of world exports Imports have exceeded U.S. export

17、s since 1975 Missed opportunities for the benefits of exporting Economies of scale Market and business risk diversification Strengthening of competitive capabilities Foreign direct investment in the U.S. 1 in 9 manufacturing employees now works for a foreign affiliate (10% or more foreign ownership)

18、.,Copyright 2001 by Harcourt, Inc. All rights reserved.,The Current U.S. Trade Position,Merchandise Exports as % of GNP 817.7% 835.9% 855.3% 875.4% 897.0% 917.4% 937.2% 958.1%,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-16,Merchandise Exports and Imports (1999),Source: International Mone

19、tary Fund, International Financial Statistics, Washington D. C., December 1999.,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-17,U.S. Direct Investments Abroad, 1998,Host-Country Shares,Source:Survey of Current Business, Bureau of Economic Analysis, U.S. Department of Commerce, Washington

20、D.C. July and August 1999: pp. 50 and 52,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-18,Foreign Direct Investments in the U.S., 1998,Source:Survey of Current Business, Bureau of Economic Analysis, U.S. Department of Commerce, Washington D.C. July and August 1999: pp. 50 and 52,Parent-Cou

21、ntry Shares,Copyright 2001 by Harcourt, Inc. All rights reserved.,2-19,Policy Responses to Trade Problems,Barriers to imports “Voluntary” restraints Tariffs and non-tariff barriers Export promotion reasons Need to earn foreign currency Encourage employment and economic activity Export promotion effo

22、rts Department of Commerce information services Trade Promotion Coordination Committee Increased financing support and lower taxes Export Trading Company Act of 1982,Copyright 2001 by Harcourt, Inc. All rights reserved.,Restrictions of Exports,National Security Foreign Policy Short Supply Products,C

23、opyright 2001 by Harcourt, Inc. All rights reserved.,2-21,A Strategic Outlook,Locus of control of trade policy The power to set trade policy has increasingly shifted from the federal administration to a variety of federal and state regulatory agencies. Bilateral approach to trade policy Negotiations are carried out between two nations. Multilateral approach to