Task Three Designing the International Marketing Program（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

Task Three Analysis of the International Marketing Environment I Importance of International Business Environment Analysis II Analysis of International Business Environment Before you analyze the international business environment, please discuss the following questions: (1) How does economy in a foreign country affect the marketing activities? (2) What business policies and regulations do you need to know before you enter a foreign market? (3) What examples of cultural difference can you think of that affect international marketing activities? How did companies overcome these differences? 1. Analysis of International Economic Environment Stages of Economic Development: (1) Traditional Society (2) Transitional Society (3) Take-off (4) Drive to Maturity----Look at Mini-Case 3.1 (5) High Mass Consumption 1. Analysis of International Economic Environment Gross National Incomes Per Capita High-Income Countries Middle-Income Countries upper middle-income countries/lower middle-income countries Low-Income Countries Influence of Economic Organizations on Marketing Activities The World Trade Organization (WTO) The China-ASEAN Free Trade Area European Union North American Free Trade Agreement (NAFTA) 2 Political/Legal Environment The political /legal environment consists of two primary parts: the home country environment and the host country environment. 2.1 Home Country Environment (1) Promotional Activities Sponsored by Governmental Organizations (2) Information Service (3) Export-facilitating Activities 2.2 Host Country Environment Political Risk Import Restrictions Market Control Labor Restrictions Expropriation/Nationalization Risks Related to Terrorism Measures to Minimize Political Risks Joint Venture and Localization Insurance Promotion of Public Relationship---Look at Mini-Case3.2 Trade and Non-trade Barriers 3 Analysis of International Competition Environment Generally, the analysis of a country’s competitive environment usually use Porter’s Five Forces framework