市場營銷Part_II.ppt

partii theinternationalmarketingenvironment theroleofeconomytheroleofgovernmentstheroleofculture partii theinternationalmarketingenvironment theroleofeconomy globalizationtheshifttowardsamoreintegratedandinterdependentworldeconomytwocomponents theglobalizationofmarketstheglobalizationofproduction partii theinternationalmarketingenvironment theroleofeconomy全球一體化是指朝著更為一體化和更為相互依存方向發(fā)展的世界經(jīng)濟 全球一體化有兩個主要部分組成 市場一體化生產(chǎn)一體化 globalizationdebate pro lowerpricesforgoodsandserviceseconomicgrowthstimulationincreaseinconsumerincomecreatesjobscountriesspecializeinproductionofgoodsandservicesthatareproducedmostefficiently globalizationdebate con destroysmanufacturingjobsinwealthy advancedcountrieswageratesofunskilledworkersinadvancedcountriesdeclinescauseenvironmentalpollutionandbreaktheecologicalbalancelossofsovereigntylocalindustryandfiercecompetition partii theinternationalmarketingenvironment 全球一體化可使世界范圍內(nèi)的資金 技術 產(chǎn)品 市場 資源 勞動力進行有效合理的配置 經(jīng)濟全球化對于發(fā)展中國家引進先進技術 參與國際競爭 發(fā)展本國經(jīng)濟無疑是一個良好的機遇 全球一體化為世界各國人民提供了選擇物美價廉的商品和優(yōu)質(zhì)服務的好機會 全球一體化將會促使世界大文化的產(chǎn)生和發(fā)展 全球一體化將促進貿(mào)易和投資的自由化 全球一體化加速技術轉(zhuǎn)讓和產(chǎn)業(yè)結(jié)構調(diào)整的進程 全球一體化能夠促進國際間政治的協(xié)調(diào) 全球一體化的正面效應 partii theinternationalmarketingenvironment 全球一體化加劇了世界經(jīng)濟的不平衡 使貧富差距拉大 現(xiàn)行的全球經(jīng)濟運行規(guī)則不盡合理 大多有利于發(fā)達國家 他們不僅利用發(fā)展中國家的廉價原料和勞動力賺取高額利潤 還將本國不允許生產(chǎn) 又容易產(chǎn)生環(huán)境污染的產(chǎn)品 轉(zhuǎn)移到發(fā)展中國家生產(chǎn) 導致發(fā)展中國家生態(tài)環(huán)境遭到破壞 全球一體化必然對民族文化帶來一定的沖擊 這將使得各個民族的文化特質(zhì)消長不等 凸顯不一 經(jīng)濟全球化還可能導致發(fā)展中國家主權受到威脅 全球一體化的負面效應 swanoptical manufacturing 1 5 design globalproductionandmarketing marketing partii theinternationalmarketingenvironment theroleofgovernmentstradebarrierstradeorganizations europeanunioncountries membersoftheeu austriabelgiumbulgariacyprusczechrepublicdenmarkestoniafinlandfrancegermanygreecehungaryirelanditalylatvialithuanialuxembourgmaltanetherlandspolandportugalromaniaslovakiasloveniaspainswedenunitedkingdomnotice bulgariaandromaniaarethemostrecentmemberstates joiningon1january2007 regionaleconomicintegrationoftheamericas naftamercosur apecmembers apecmembers australiabruneicanadachilechinahongkongindonesiajapansouthkoreamalaysiamexiconewzealandpapuanewguineaperuphilippinesrussiasingaporetaiwanthailandusavietnam partii theinternationalmarketingenvironment theroleofculturedefinition asystemoflearned shared unifyingandinterrelatedbeliefs valuesandassumptionscharacteristics notinnatebutlearnedinterrelatedshared thedeterminantsofculture culture socialorganization customs religion political