全球营销英文版最新版教学课件第2章

1、Global MarketingThe Global Economic EnvironmentChapter 22-1IntroductionThis chapter includes:An overview of the world economyA survey of economic system typesThe stages of market developmentThe balance of payments2-2The World EconomyAn OverviewIn the early 20th century economic integration was at 10

2、%; today it is 50%EU and NAFTA are very integratedGlobal competitors have displaced or absorbed local ones2-3The World EconomyAn OverviewThe new realities:Capital movements have replaced trade as the driving force of the world economyProduction has become uncoupled from employmentThe world economy,

3、not individual countries, is the dominating factor2-4Zeroing in on Economic SystemsGlobalization has made it harder to pigeonhole economies within the four-cell matrix Also consider:Type of economy: advanced industrial state, emerging or transition economy, or developing nation?2-5Zeroing in on Econ

4、omic SystemsType of Government: Monarchy, dictatorship, tyrant? One-party system? Dominated by another state? Democracy? Terrorist?Trade and capital flows: Free trade, part of trading bloc? Currency board or exchange controls?The commanding heights: Transportation, communications & energy sectors. S

5、tate, private, or mixed ownership?2-6Zeroing in on Economic SystemsServices provided by the state or state funded: Pensions, health care, education. Institutions: Country characterized by transparency, standards, absence of corruption? Standards ignored and court system compromised?Markets: Entrepre

6、neurial high risk/high reward? Socialized market? Government dominated price and wage controls?2-7Market CapitalismIndividuals and firms allocate resourcesProduction resources are privately ownedDriven by consumersGovernments role is to promote competition among firms and ensure consumer protection2

7、-8Western Market Systems2-9Economic FreedomRankings of economic freedom among countries“free” “mostly free” “mostly unfree” “repressed”Variables considered include such things as:Trade policyTaxation policyCapital flows and foreign investmentBanking policyWage and price controlsProperty rightsBlack

8、market2-10Economic Freedom2013 RankingsFreeHong KongSingaporeAustraliaNew ZealandSwitzerlandCanadaChileMauritiusDenmarkUnited StatesRepressed Turkmenistan Equatorial Guinea Dem. Rep. Congo Burma Eritrea Venezuela Zimbabwe Cuba North KoreaNot ranked: Afghanistan, Iraq, Kosovo, Libya, Liechtenstein, S

9、omalia, Sudan, Syria2-11Stages of Market DevelopmentThe World Bank has defined four categories of development using Gross National Income (GNI) as a baseBEMs, identified 10 years ago, were countries in Central Europe, Latin America, and Asia that were to have rapid economic growth2-12Low-Income Coun

10、triesGNP per capita of $1,025 or lessCharacteristicsLimited industrializationHigh percentage of population in farmingHigh birth ratesLow literacy ratesHeavy reliance on foreign aidPolitical instability and unrestConcentrated in Sub-Saharan Africa2-13Lower-Middle-Income CountriesGNI per capita: $1,02

11、6 to $4,035CharacteristicsRapidly expanding consumer marketsCheap laborMature, standardized, labor-intensive industries like footwear, textiles and toys50 bottom-ranked countries are LDCsleast developed countriesIndia is the only BRIC nation 2-14Upper-Middle-Income CountriesAlso called industrializi

12、ng or developing economiesOther countries: Malaysia, Chile, Venezuela, MexicoGNP per capita: $4,036 to $12,475Characteristics:Rapidly industrializing, less agricultural employmentIncreasing urbanizationRising wagesHigh literacy rates and advanced educationLower wage costs than advanced countriesChil

13、ean copper mine2-15Newly Industrializing Economies (NIEs)Lower-middle and upper income economies with the highest sustained rates of economic growthGreater industrial output that developing economiesExports of manufactured and refined productsN-11 a new country grouping identified by Goldman SachsNI

14、Es include Egypt, Indonesia, the Philippines, (lower-middle income) Mexico, and Turkey (upper-middle income)2-16Marketing Opportunities in LDCsCharacterized by a shortage of goods and servicesLong-term opportunities must be nurtured in these countriesLook beyond per capita GNPConsider the LDCs colle

15、ctively rather than individuallyConsider first mover advantageSet realistic deadlines2-17Mistaken Assumptions about LDCsThe poor have no money.The poor will not “waste” money on non-essential goods.Entering developing markets is fruitless because goods there are too cheap to make a profit.People in

16、BOP (bottom of the pyramid) countries cannot use technology.Global companies doing business in BOP countries will be seen as exploiting the poor.2-18High-Income CountriesGNI per capita: $12,476 or moreAlso known as advanced, developed, industrialized, or postindustrial countriesCharacteristics:Susta

17、ined economic growth through disciplined innovationService sector is more than 50% of GNIHouseholds have high ownership levels of basic productsTokyo2-19High-Income CountriesCharacteristics, continued:Importance of information processing and exchangeAscendancy of knowledge over capital, intellectual

18、 over machine technology, scientists and professionals over engineers and semiskilled workersFuture orientedImportance of interpersonal relationships2-20 G-20, Group of TwentyEstablished in 1999Finance Ministers and central bank governors of 19 countries and the EURussia hosted the 2013 summit.21OEC

19、D, the Organization for Economic Cooperation and Development 34 nationsPost-WW II European originCanada, U.S. (1961), Japan (1964)Promotes economic growth and social well-beingFocuses on world trade, global issues, labor market deregulationAnti-bribery conventions2-22The TriadU.S., Western Europe, a

20、nd JapanRepresents 75% of world incomeExpanded Triad includes all of North America and the Pacific Rim and most of Eastern EuropeGlobal companies should be equally strong in each part2-23Product Saturation LevelsThe % of potential buyers or households who own a productIndia: 20% of people have telep

21、hones2-24Balance of PaymentsRecord of all economic transactions between the residents of a country and the rest of the worldCurrent accountrecord of all recurring trade in merchandise and services, and humanitarian aidtrade deficitnegative current accounttrade surpluspositive current accountCapital

22、accountrecord of all long-term direct investment, portfolio investment, and capital flows2-25Balance of Payments2-26U.S. Goods and Services Trade with BIC2-27Overview of International FinanceForeign exchange makes it possible to do business across the boundary of a national currency Currency of various countries are traded for both immediate (spot) and future (forward) deliveryCurrency risk adds turbulence to global commerce2-28Foreign Exchange Market DynamicsSupply and Demand interactionCountry sells more goods/services than it buysThere is a greater demand for the currency