市场营销chap2.pptVIP

The Global Environment of International Marketing 2.1 GATT and WTO 2.2 The International Monetary Fund and World Bank Group 2.3 Protests against Global Institutions 2.4 Global Markets and Multinational Market Groups Europe The Americas Asian-Pacific Rim 2.2b The World Bank The World Bank：An Overview Services of WB Services of WB (Cont.) The World Bank is active in the following areas: World Bank Assistance to China: Lending World Bank Assistance to China (Cont.) ※ European Community The Single European Act ※ European Union Economic and Monetary Union Euro ※ Strategic Implications for Marketing in Europe Europe map ※ Strategic Implications for Marketing in Europe 1.Opportunities. Economic integration creates large mass markets for the marketer. Many national markets, too small to bother with individually, take on new dimensions and significance when combined with markets from cooperating countries. Major savings will result from the billions of dollars now spent in developing different versions of products to meet a hodgepodge of national standards. 2.Market Barriers. The initial aim is to protect businesses that operate within its borders. EU becoming Fortress Europe？--free trade within but highly protectionist to all others. exporters Companies willing to invest in production facilities in multinational markets may benefit from protectionist measures because these companies become a part of the market. Exporters, however, are in a considerably weaker position. standards The major problem for small companies may be adjusting to the EU standards. A company selling in one or two EU member countries and meeting standards there may find itself in a situation of having to change standards or be closed out when an EU-wide standard is adopted. 3.Reciprocity. Reciprocity is an important part of the trade policy of a unified Europe. If a country does not open its markets to an EU firm, it cannot expect t