Global Marketing 全球營銷課件

?2005PrenticeHall1-1Chapter1

Introductionto

GlobalMarketingPowerPointbyKristopherBlanchardNorthCentralUniversity?2005PrenticeHall1-21.MarketingandglobalmarketingMarketingProcessofplanningandexecutingtheconceptionpricing,promotionanddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationgoalsGlobalMarketingFocusesresourcesonglobalmarketopportunitiesandthreats;themaindifferenceisthescopeofactivitiesbecauseglobalmarketingoccursinmarketsoutsidetheorganization’shomecountry?2005PrenticeHall1-3ReasonsforGlobalMarketingGrowthAccesstonewmarketsAccesstoresourcesSurvivalAgainstcompetitorswithlowercosts(duetoincreasedaccesstoresources)?2005PrenticeHall1-42.OverviewofMarketingOneofthefunctionalareasofabusinessthatisdistinctfromfinanceandoperationsPrimarytoolsinmarketingareproduct,price,place,andpromotionMarketingisanactivitythatcomprisesthefirm’svaluechainCurrenttrendistoinvolvemarketersinallvalue-relateddecisions–calledboundarylessmarketing?2005PrenticeHall1-5BoundarylessMarketingGoalistoeliminatecommunicationbarriersbetweenmarketingandotherbusinessfunctionalareasProperlyimplementeditensuresthatamarketorientationpermeatesallvaluecreatingactivities?2005PrenticeHall1-6GoalofMarketingSurpassthecompetitionatthetaskofcreatingperceivedvalueforcustomersTheGuidelineisthevalueequation–Value=Benefits/Price(Money,Time,Effort,Etc.)?2005PrenticeHall1-7ValueChainandBoundarylessMarketing?2005PrenticeHall1-8CompetitiveAdvantageSuccessovercompetitioninindustryatvaluecreationAchievedbyintegratingandleveraging杠桿作用operationsonaworldwidescale?2005PrenticeHall1-9GlobalizationGlobalizationistheinexorableintegrationofmarkets,nation-states,andtechnologiestoadegreeneverwitnessedbefore-inawaythatisenablingindividuals,corporations,andnation-statestoreacharoundtheworldfarther,faster,deeperandcheaperthaneverbefore,andinawaythatisenablingtheworldtoreachintoindividuals,corporations,andnation-statesfarther,faster,deeper,andcheaperthaneverbefore?2005PrenticeHall1-10GlobalIndustriesAglobalindustryisoneinwhichcompetitiveadvantagecanbeachievedbyintegratingandleveragingoperationsonaworldwidescale.Indicatorsofglobalization:Ratioofcross-bordertradetototalworldwideproductionRatioofcross-borderinvestmenttototalcapitalinvestmentProportionofindustryrevenuegeneratedbycompaniesthatcompeteinkeyworldregions?2005PrenticeHall1-11CompetitiveAdvantage,GlobalizationandGlobalIndustriesFocusConcentrationandattentiononcorebusinessandcompetenceNestleisfocused:Wearefoodandbeverages.Wearenotrunningbicycleshops.Eveninfoodwearenotinallfields.Therearecertainareaswedonottouch…..WehavenosoftdrinksbecauseIhavesaidwewilleitherbuyCoca-Colaorweleaveitalone.Thisisfocus.?2005PrenticeHall1-123.Globalmarketing:whatitisandwhatitisn’t

Animportanttaskinglobalmarketingislearningtorecognizetheextenttowhichmarketingplansandprogramscaneextendedworldwide,aswellastheextenttowhichtheymustbeadapted.Globalmarketingstrategy(GMS)addressestwofundamentalissues:globalmarketparticipation,standardizationversusadaptation.?2005PrenticeHall1-13GMShasthreeadditionaldimensionsthatpertaintomarketingmanagement.Concentrationofmarketingactivitiesistheextenttowhichactivitiesrelatedtothemarketingmixareperformedinoneorafewcountrylocations.Coordinationofmarketingactivitiesreferstotheextenttowhichmarketingactivitiesrelatedtothemarketingmixareplannedandexecutedinterdependentlyaroundtheglobe.Integrationofcompetitivemovesistheextenttowhichafirm’scompetitivemarketingtacticsindifferentpartsoftheworldareinterdependent.?2005PrenticeHall1-14StandardizationversusAdaptationGlobalization(Standardization)DevelopingstandardizedproductsmarketedworldwidewithastandardizedmarketingmixEssenceofmassmarketingGloballocalization(Adaptation)MixingstandardizationandcustomizationinawaythatminimizescostswhilemaximizingsatisfactionEssenceofsegmentationThinkglobally,actlocally?2005PrenticeHall1-15StandardizationversusAdaptation?2005PrenticeHall1-16TheImportanceofGlobalMarketingForUS-basedcompanies,75%ofsalespotentialisoutsidetheUS.About90%ofCoca-Cola’soperatingincomeisgeneratedoutsidetheUS.ForJapanesecompanies,85%ofpotentialisoutsideJapan.ForGermanandEUcompanies,94%ofpotentialisoutsideGermany.?2005PrenticeHall1-174.ManagementorientationsEthnocentricorientation:Homecountryissuperior,SeessimilaritiesinforeignCountries.Regiocentricorientation:Seessimilaritiesanddifferencesinaworldregion;isethnocentricorpolycentricinitsviewoftherestoftheworldGeocentricorientation:worldview,seessimilaritiesanddifferencesinhomeandhostcountries.Polycentricorientation:Eachhostcountryisunique,SeesdifferencesinforeignCountries.?2005PrenticeHall1-18EthnocentricorientationApersonwhoassumesthathisorherhomecountryissuperiortotherestoftheworldissaidtohaveanethnocentricorientation.Companypersonnelwithanethnocentricorientationseeonlysimilaritiesinmarkets,andassumethatproductsandpracticesthatsucceedinthehomecountrywillbesuccessfulanywhere.Suchcompaniesarecalleddomesticcompanies.Ethnocentriccompaniesthatconductbusinessoutsidethehomecountrycanbedescribedasinternationalcompanies;theyadheretothenotionthattheproductsthatsucceedinthehomecountryaresuperior.Thispointofviewleadstoastandardizedorextensionapproachtomarketing.?2005PrenticeHall1-19PolycentricorientationThetermpolycentricdescribesmanagement’sbelieforassumptionthateachcountryinwhichacompanydoesbusinessisunique.Thispointofviewleadstoalocalizedoradaptationapproachthatassumesproductsmustbeadaptedinresponsetodifferentmarketconditions.—multinationalcompany.?2005PrenticeHall1-20RegiocentricorientationandGeocentricorientationInacompanywitharegiocentricorientationaregionbecomestherelevantgeographicunit;management’sgoalistodevelopanintegratedregionalstrategy.Acompanywithageocentricorientationviewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies.AglobalortransnationalcompanyTheregiocentricandgeocentriccompaniesareintegratedonaregionalandglobalscale.?2005PrenticeHall1-21AglobalortransnationalcompanyAglobalcompanycanbedescribedasonethatpursueseitherastrategyofservingworldmarketsfromasinglecountry,orthatsourcesgloballyforthepurposesoffocusingonselectcountrymarkets.Inaddition,globalcompaniestendtoretaintheirassociationwithaparticularheadquarterscountry.Transnationalcompaniesbothserveglobalmarketsandsourceglobally;inaddition,thereisoftenablurringofnationalidentity.?2005PrenticeHall1-22c)Atglobalandtransnationalcompanies,managementusesacombinationofstandardizedandlocalizedelementsinthemarketingprogram.Inaddition,globaloperationsareintegratedandcoordinated.d)Onewaytoassesstheextenttowhichacompanyistransnationalistocomputeanaverageofthreefigures:salesoutsidethehomecountrytototalsales;assetsoutsidethehomecountrytototalassets;andemployeesoutsidethehomecountrytototalemployees.?2005PrenticeHall1-235.Forcesaffectingglobalintegrationandglobalmarketing

DrivingforcesGlobalIntegrationAndGlobalmarketingRestrainingforces?2005PrenticeHall1-24DrivingforcesRegionaleconomicagreements:NAFTA,EU,etc.Convergingmarketneedsandwantsadtheinformationrevolution:thecommonelementsinhumannatureprovideanunderlyingbasisfortheopportunitytocreateandserveglobalmarkets.TransportationandcommunicationimprovementsProductdevelopmentcostsQuality?2005PrenticeHall1-25WorldeconomictrendsEconomicgrowthinkeydevelopingcountrieshascreatedmarketopportunitiesthatprovideamajorincentiveforcompaniestoexpandglobally.Economicgrowthhasreducedresistancethatmightotherwisehavedevelopedinresponsetotheentryofforeignfirmsintodomesticeconomies.Theworldwidemovementtowardfreemarkets,deregulation,andprivatization?2005PrenticeHall1-26Leverage:leveragemeanssometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatithasexperienceinmorethanonecountry.ExperiencetransfersScaleeconomiesResourceutilizationGlobalstrategy:aglobalstrategyisbuiltonaninformationsystemthatscanstheworldbusinessenvironmenttoidentifyopportunities,trends,threats,andresources.Butaglobalstrategyisnoguaranteeofongoingorganizationalsuccess.?2005PrenticeHall1-27RestrainingforcesThemarketdifferencesManagementmyopiaandorganizationalcultureNationalcontrolsOppositiontoglobalization2-28Chapter2

TheGlobalEconomicEnvironmentPowerPointbyKristopherBlanchardNorthCentralUniversity2-29IntroductiontoChapterMarketdefinition–Peopleororganizationswithneedsandwants;bothhavethewillingnessandabilitytobuyorsellTheglobaleconomicenvironmentplaysalargeroleinthedevelopmentofnewmarketsfororganizations2-30TheWorldEconomy–AnOverviewThenewrealities:CapitalmovementshavereplacedtradeasthedrivingforceoftheworldeconomyProductionhasbecomeuncoupledfromemploymentTheworldeconomy,notindividualcountries,isthedominatingfactor2-31TheWorldEconomy–AnOverviewThenewrealitiescontinued:75-yearstrugglebetweencapitalismandsocialismhasalmostendedE-Commercediminishestheimportanceofnationalbarriersandforcescompaniestore-evaluatebusinessmodels2-32EconomicSystems4maintypesofeconomicsystemsMarketCapitalismCentrallyplannedsocialismCentrallyplannedcapitalismMarketsocialism2-33EconomicSystemsMarket CommandMarketCapitalism

CentrallyPlannedCapitalismMarketSocialismCentrallyPlannedSocialismPrivateResourceOwnershipStateResourceAllocation2-34EconomicFreedomRankingsofeconomicfreedomamongcountriesRangesfrom“free”to“repressed”Variablesconsideredincludesuchthingsas:TradepolicyTaxationpolicyBankingpolicyWageandpricecontrolsPropertyrights2-35EconomicFreedomFreeHongKongSingaporeIrelandNewZealandUnitedStatesUnitedKingdomNetherlandsAustraliaSwitzerlandRepressedBosniaVietnamLaosIranCubaIraqLibyaNorthKoreaCongo2-36StagesofMarketDevelopmentWorldBankhasdefinedfourcategoriesofdevelopmentHigh-incomecountriesUpper-middleincomecountriesLower-middleincomecountriesLow-incomecountriesBaseduponGrossNationalProduct(GNP)2-37StagesofMarketDevelopment2-38BigEmergingMarketsChinaIndiaIndonesiaSouthKoreaBrazilMexicoArgentinaSouthAfricaPolandTurkey2-39MarketingOpportunitiesinLDCsCharacterizedbyashortageofgoodsandservicesLong-termopportunitiesmustbenurturedinthesecountriesLookbeyondpercapitaGNPConsidertheLDCscollectivelyratherthanindividuallyConsiderfirstmoveradvantageSetrealisticDeadlines2-40InfluencingtheWorldEconomyGroupofSeven(G-7)OrganizationforEconomicCooperationandDevelopmentTheTriad2-41MarketingImplicationsoftheStagesofDevelopmentProductSaturationLevelsThepercentageofpotentialbuyersorhouseholdsthatownaparticularproductGraphshowsthatinIndiaaprivatephoneisownedby1%ofthepopulation2-42BalanceofPaymentsRecordofalleconomictransactionsbetweentheresidentsofacountryandtherestoftheworldCurrentaccount–recordofallrecurringtradeinmerchandiseandservices,privategifts,andpublicaidbetweencountriestradedeficittradesurplusCapitalaccount–recordofalllong-termdirectinvestment,portfolioinvestment,andcapitalflows2-43BalanceofPaymentsU.S.balanceofpaymentsstatisticsfortheperiod1999to20032-44OverviewofInternationalFinanceForeignexchangemakesitpossibletodobusinessacrosstheboundaryofanationalcurrencyCurrencyofvariouscountriesaretradedforbothimmediate(spot)andfuture(forward)deliveryIncreasestherisktoorganizationsthatareinvolvedinglobalmarketing2-45ManagedDirtyFloat?DefinitionsFloatreferstothesystemoffluctuatingexchangeratesManagedreferstothespecificuseoffiscalandmonetarypolicybygovernmentstoinfluenceexchangeratesDevaluationisareductioninthevalueofthelocalcurrencyagainstothercurrencies2-46ManagedDirtyFloat?DefinitionsDirtyreferstothefactthatcentralbanks,aswellascurrencytraders,buyandsellcurrencytoinfluenceexchangerates2-47ForeignExchangeMarketDynamicsSupplyandDemandinteractionCountrysellsmoregoods/servicesthanitbuysThereisagreaterdemandforthecurrencyThecurrencywillappreciateinvalue2-48PurchasingPowerParity(PPP)–TheBigMacIndexIsacertaincurrencyover/under-valuedcomparedtoanother?AssumptionisthattheBigMacinanycountryshouldequalthepriceoftheBigMacintheUSafterbeingconvertedtoadollarprice2-49ManagingEconomicExposureEconomicexposurereferstotheimpactofcurrencyfluctuationsonthepresentvalueofthecompany’sfuturecashflowsTransactionexposureisfromsales/purchasesRealoperatingexposureariseswhencurrencyfluctuations,togetherwithpricechanges,alteracompany’sfuturerevenuesandcosts2-50ManagingEconomicExposureNumeroustechniquesandstrategieshavebeendevelopedtoreduceexchangerateriskHedginginvolvesbalancingtheriskoflossinonecurrencywithacorrespondinggaininanothercurrencyForwardContractssetthepriceoftheexchangerateatsomepointinthefuturetoeliminatesomerisk2-51LookingAheadChapter3–TheGlobalTradeEnvironment:RegionalMarketCharacteristicsandPreferentialTradeAgreements2-52MarketCapitalismIndividualsandfirmsallocateresourcesProductionresourcesareprivatelyownedDrivenbyconsumersGovernmentshouldpromotecompetitionamongfirmsandensureconsumerprotectionReturn2-53CentrallyPlannedSocialismOppositeofmarketcapitalismStateholdsbroadpowerstoservethepublicinterest;decideswhatgoodsandservicesareproducedandinwhatquantitiesConsumerscanspendonwhatisavailableGovernmentownsentireindustriesDemandtypicallyexceedssupplyLittlerelianceonproductdifferentiation,advertising,pricingstrategyReturn2-54Centrally-PlannedCapitalismEconomicsysteminwhichcommandresourceallocationisusedextensivelyinanenvironmentofprivateresourceownershipExamples:SwedenJapanReturn2-55MarketSocialismEconomicsysteminwhichmarketallocationpoliciesarepermittedwithinanoverallenvironmentofstateownershipExamples:ChinaIndiaReturn2-56Low-IncomeCountriesGNPpercapitaof$785orlessCharacteristicsLimitedindustrializationHighpercentageofpopulationinvolvedinfarmingHighbirthratesLowliteracyratesHeavyrelianceonforeignaidPoliticalinstabilityandunrestOfthese,onlyChinaandIndiaareBEMsReturn2-57Lower-Middle-IncomeCountriesGNPpercapitabetween$786and$3,125Sometimescalledless-developedcountries(LDCs)CharacteristicsEarlystagesofindustrializationCheaplabormarketsFactoriessupplyitemssuchasclothing,tires,buildingmaterials,andpackagedfoods3BEMs:Poland,Turkey,IndonesiaReturn2-58Upper-Middle-IncomeCountriesGNPpercapitabetween$3,126to$9,655CharacteristicsRapidlyindustrializingRisingwagesHighratesofliteracyandadvancededucationLowerwagecoststhanadvancedcountriesSometimescallednewlyindustrializingeconomies(NIEs)3BEMs:Argentina,Brazil,Mexico,SouthAfricaReturn2-59High-IncomeCountriesGNPpercapitaabove$9,656Sometimesreferredtoaspost-industrialcountriesCharacteristicsImportanceofservicesector,informationprocessingandexchange,andintellectualtechnologyKnowledgeaskeystrategicresourceOrientationtowardthefutureReturn2-60GroupofSeven(G-7)LeadersfromthesehighincomecountriesworktoestablishprosperityandensuremonetarystabilityUnitedStatesJapanGermanyFranceBritainCanadaItalyReturn2-61OrganizationforEconomicCooperationandDevelopment30nationseachwithmarket-allocationeconomicsystemsMission:toenableitsmemberstoachievethehighestsustainableeconomicgrowthandimprovetheeconomicandsocialwell-beingoftheirpopulationsReturn2-62TheTriadDominanteconomiccentersoftheworldJapanWesternEuropeUnitedStatesExpandedTriadPacificRegionNorthAmericaEuropeanUnionReturn?2005PrenticeHall

3-63Chapter3

TheGlobalTradeEnvironment:RegionalMarketCharacteristicsandPreferentialTradeAgreementsPowerPointbyKristopherBlanchardNorthCentralUniversity?2005PrenticeHall3-64GATTGeneralAgreementonTariffsandTradetreatyamongnationstopromotetradeamongmembersHandledtradedisputesLackedenforcementpowerReplacedbyWorldTradeOrganizationin1995?2005PrenticeHall3-65TheWorldTradeOrganizationProvidesforumfortrade-relatednegotiationsamong141membersbasedinGenevaservesasdisputemediatorsempoweredwithabilitytoenforcerulingsCountriesfoundinviolationofWTOrulesareexpectedtochangepoliciesorelsefacesanctions?2005PrenticeHall3-66RecentWTOCases?2005PrenticeHall3-67PreferentialTradeAgreementsManycountriesseektolowerbarrierstotradewithintheirregionsFreeTradeAreasCustomsUnionsCommonMarketEconomicUnions?2005PrenticeHall3-68NorthAmericaCanada,UnitedStates,MexicoNAFTAestablishedfreetradeareaallthreenationspledgetopromoteeconomicgrowththroughtariffreductionsandexpandedtradeandinvestmentnocommonexternaltariffsrestrictionsonlaborandothermovementsremain?2005PrenticeHall3-69NAFTAIncomeandPopulation?2005PrenticeHall3-70LatinAmericaCaribbean,Central,andSouthAmerica4preferentialtradeagreementsinplaceCentralAmericanIntegrationSystemAndeanCommunityCommonMarketoftheSouthCaribbeanCommunityandCommonMarket?2005PrenticeHall3-71AndeanCommunityBolivia,Colombia,Ecuador,Peru,VenezuelaCustomsunionAgreementabolishedforeignexchange,financialandfiscalincentives,andexportsubsidiesCommonexternaltariffswereestablished?2005PrenticeHall3-72CommonMarketoftheSouth

(Mercosur)Argentina,Brazil,Paraguay,UruguayCustomsunion,seekstobecomecommonmarketinternaltariffseliminatedcommonexternaltariffsupto20%establishedintime,factorsofproductionwillmovefreelythroughmembercountriesChileandBolivia-associatemembersparticipationinfreetradeareabutnotcustomsunion?2005PrenticeHall3-73CaribbeanCommunityand

CommonMarket(CARICOM)Antigua,Barbuda,Bahamas,Barbados,Belize,Dominica,Grenada,Guyana,Haiti,Jamaica,Montserrat,St.Kitts,St.Lucia,St.Vincent,theGrenadines,Trinidad,TobagoReplacedCaribbeanFreeTradeAssociationAgreedtoestablisheconomicunionwithcommoncurrencyin1998?2005PrenticeHall3-74Asia-PacificIncludes23countriesand56%ofworldpopulationJapanNewlyindustrializingeconomiesAssociationofSoutheastAsianNations?2005PrenticeHall3-75JapanGenerates14%ofworld’sGNPKeyfactorspopulationdensitygeographicisolationRecenteconomicstrugglesdespitestatusashighincomecountryStrongculturerequiresflexibilityandcommitmentfromglobalmarketers?2005PrenticeHall3-76NewlyIndustrializingEconomies(NIEs)Strongeconomicgrowthinrecentdecadesforeigninvestmentexport-drivenindustrialdevelopmentSometimescalledthe4TigersofAsiaSouthKoreaTaiwanSingaporeHongKong?2005PrenticeHall3-77AssociationofSoutheastAsianNations(ASEAN)Brunei,Indonesia,Malaysia,Philippines,Singapore,Thailand,Vietnam,Cambodia,Laos,BurmaGoaltoimplementafreetradeareaby2003Tariffsof20+%willbereducedto0-5%SingaporerepresentsgreatsuccessamongASEANnations?2005PrenticeHall3-78EuropeEuropeanUnionEuropeanFreeTradeAreaEuropeanEconomicAreaTheLomeConventionCentralEuropeanFreeTradeAssociation(CEFTA)?2005PrenticeHall3-79EuropeanUnionInitiallybeganwiththe1958TreatyofRomeObjectivetoharmonizenationallawsandregulationssothatgoods,services,peopleandmoneycouldflowfreelyacrossnationalboundaries1991MaastrichtTreatysetstagefortransitiontoaneconomicunionwithacentralbankandsinglecurrency(theEuro)?2005PrenticeHall3-80EuropeanFreeTradeAreaandtheEuropeanEconomicAreaAustria,Finland,Sweden,Norway,Iceland,Liechtenstein,SwitzerlandFreetradeareaMembers(excludingSwitzerland)chosetoestablishEuropeanEconomicArea(EEA)Non-EUmembersoftheEEAareexpectedtoadoptEUguidelinesNorway,Iceland,Liechtenstein,andSwitzerlandmaintainfreetradeagreementswithothercountriesaswell?2005PrenticeHall3-81TheLomeConventionAnaccordbetweenEUand71countriesinAfrica,Caribbean,andthePacificPromotestradeandprovidespoorcountrieswithfinancialassistancefromaEuropeanDevelopmentFundCurrentlyworkingtoestablishasuccessoragreement?2005PrenticeHall3-82CentralEuropeanFreeTradeAssociation(CEFTA)Hungary,Poland,CzechoslovakiaAllowsforcooperationinmanyareasincluding:infrastructureandtelecommunicationssub-regionalprojectsinter-enterprisecooperationtourismandretailtrade?2005PrenticeHall3-83TheMiddleEastAfghanistan,Cyprus,Bahrain,Egypt,Iran,Iraq,Israel,Jordan,Kuwait,Lebanon,Oman,Qatar,SaudiArabia,Syria,theUnitedArabEmirates,YemenPrimarilyArab,somePersianandJews95%Muslim3keyregionalorganizationsGulfCooperationCouncilArabMaghrebUnionArabCooperationCouncil?2005PrenticeHall3-84Africa53nationsoverthreedistinctareasRepublicofSouthAfricaNorthAfricaBlackAfricaRegionalagreementsEconomicCommunityofWestAfricanStatesEastAfricanCooperationSouthAfricanDevelopmentCommunity?2005PrenticeHall3-85EconomicCommunityof

WestAfricanStates(ECOWAS)Benin,BurkinaFaso,CapeVerde,TheGambia,Ghana,Guinea,Guinea-Bissau,IvoryCoast,Liberia,Mali,Mauritania,Niger,Nigeria,Senegal,SierraLeone,TogoFreetradeareawithunifiedmonetaryzone?2005PrenticeHall3-86EastAfricanCooperationKenya,Uganda,TanzaniaFreetradeareawithpossibilityofexpansiontoacustomsunion?2005PrenticeHall3-87SouthAfricanDevelopmentCommunity(SADC)Angola,Botswana,Congo,Lesotho,Malawi,Mauritius,Mozambique,Namibia,SouthAfrica,Seychelles,Swaziland,Tanzania,Zambia,ZimbabweMechanismtopromotetrade,cooperation,andeconomicintegrationbyblack-ruledstatesUltimatelyseekstoformcustomsunion?2005PrenticeHall3-88LookingAheadtoChapter4SocialandCulturalEnvironments?2005PrenticeHall3-89FreeTradeAreasTwoormorecountriesagreetoabolishallinternalbarrierstotradeamongstthemselvesCountriescontinueindependenttradepolicieswithcountriesoutsideagreement?2005PrenticeHall3-90FreeTradeAreasReturn?2005PrenticeHall3-91CustomsUnionsEvolutionofFreeTradeAreaIncludestheeliminationofinternalbarrierstotrade(asinFTA)ANDEstablishescommonexternalbarrierstotradeReturn?2005PrenticeHall3-92CommonMarketIncludestheeliminationofinternalbarrierstotrade(asinfreetradearea)ANDEstablishescommonexternalbarrierstotrade(asincustomsunion)ANDAllowsforthefreemovementoffactorsofproduction,suchaslabor,capital,andinformationReturn?2005PrenticeHall3-93EconomicUnionsIncludestheeliminationofinternalbarrierstotrade(asinfreetradearea)ANDEstablishescommonexternalbarrierstotrade(asincustomsunion)ANDAllowsforthefreemovementoffactorsofproduction,suchaslabor,capital,andinformation(asincommonmarket)ANDCoordinatesandharmonizeseconomicandsocialpolicywithintheunion?2005PrenticeHall3-94EconomicUnionsFullevolutionofeconomicunioncreationofunifiedcentralbankuseofsinglecurrencycommonpoliciesonissuesrangingfromagriculturetotaxationrequiresextensivepoliticalunityReturn?2005PrenticeHall4-95Chapter4

SocialandCulturalEnvironmentsPowerPointbyKristopherBlanchardNorthCentralUniversity?2005PrenticeHall4-96TaskofGlobalMarketersStudyandunderstandthecountryculturesinwhichtheywillbedoingbusinessIncorporatethisunderstandingintothemarketingplanningprocess?2005PrenticeHall4-97Introduction“Itisnotjustspeakingacommonlanguage.Itissharingacultureandunderstandingfriendshipsinthesameway”JuanVillanonga–FormerChairmanofTelefonica?2005PrenticeHall4-98Society,Culture,and

GlobalConsumerCultureCulture–Waysofliving,builtupbyagroupofhumanbeings,thataretransmittedfromonegenerationtoanotherCultureisactedoutinsocialinstitutionsCulturehasbothconsciousandunconsciousvalues,ideasandattitudesCultureisbothmaterialandnonmaterial?2005PrenticeHall4-99Society,Culture,and

GlobalConsumerCulture“Cultureisthecollectiveprogrammingofthemindthatdistinguishesthemembersofonecategoryofpeoplefromthoseofanother.”-GeertHofstede?2005PrenticeHall4-100Society,Culture,and

GlobalConsumerCultureGlobalconsumerculturesareemergingPersonswhosharemeaningfulsetsofconsumption-relatedsymbolsPopculture;coffeeculture;fast-foodculturePrimarytheproductofaninterconnectedworld?2005PrenticeHall4-101Attitudes,BeliefsandValuesAttitudes-learnedtendencytorespondinaconsistentwaytoagivenobjectorentityBelief-anorganizedpatternofknowledgethatanindividualholdstobetrueabouttheworldValue-enduringbelieforfeelingthataspecificmodeofconductispersonallyorsociallypreferabletoanothermodeofconduct?2005PrenticeHall4-102Religi