国际营销英文版第16版第10章.ppt
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1、McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies,Inc.All rights reserved.Europe,Africa,andthe Middle EastChapter 1010-*Learning ObjectivesLO1 The reasons for economic unionLO2 Patterns of international cooperationLO3 The evolution of the European UnionLO4 Evolving patterns of trade as e
2、astern Europe andthe former Soviet states embrace free-market systemsLO5 Strategic implications for marketing in the regionLO6 The size and nature of marketing opportunities in the European/African/Middle East regions10-*Regional Market Regions and Regional Economic CooperationMultinational market r
3、egions are groups of countries that seek mutual economic benefit from reducing interregional trade and tariff barriersare the most important global trends todayThe most successful one is the European Union(EU),the worlds largest multinational market region and foremost example of economic cooperatio
4、nMultinational market groups form large markets that provide potentially significant opportunities for international business.310-*La Raison dEtreSuccessful economic union requires favorable economic,political,cultural,and geographic factors as a basis for successThe advantages of economic union mus
5、t be clear-cut and significantBenefits must greatly outweigh the disadvantages before nations forgo any part of their sovereignty10-*Economic FactorsUsually markets are enlarged through preferential tariff treatment for participating members,common tariff barriers against outsiders,or bothEnlarged,p
6、rotected markets stimulate internal economic developmentExternal and internal barriers are reduced because of the greater economic security afforded to domestic producersFor a union to survive,it must have agreements and mechanisms in place to settle economic disputes.Political FactorsPolitical amen
7、ability among countries is another basic requisite for the development of a market agreementTypically,marketing arrangements are made in response to external political threatsParticipating countries must have comparable aspirations and general compatibility before surrendering any part of their nati
8、onal sovereignty510-*Geographic and Temporal ProximityAlthough not absolutely imperative for cooperating members of a customs union,such closeness facilitates the functioning of a common marketMore important than physical distance are differences across time zonesTrade tends to travel more easily in
9、 northsouth directions than it did in ancient timesTransportation networks are interrelated and well developed when countries are close togetherIssues of immigration,legal and illegal,also promote closer economic integration610-*Cultural FactorsCultural similarity eases the shock of economic coopera
10、tion with other countriesMembers understand the outlook and viewpoints of their colleaguesLanguage,as a part of culture,has not created as much a barrier for EU countries as was expectedNearly every educated European can do business in at least two or three languagesReligion,however still seems to b
11、e an issue,as evidenced by the impending membership of turkey into the EUKey members share a long-established Christian heritage10-*Patterns of Multinational Cooperation10-*Regional Cooperation GroupsThe most basic economic integration and cooperation is the regional cooperation for development(RCD)
12、Governments agree to participate jointly to develop basic industries beneficial to each economyEach country makes an advance commitment to:participate in the financing of a new joint ventureto purchase a specified share of the output of the venture10-*Free Trade AreaA free trade area(FTA)requires mo
13、re cooperation and integration than the RCD It is an agreement between two or more countries to reduce or eliminate customs duties and nontariff trade barriers among partner countries Members maintain individual tariff schedules for external countries.An FTA provides its members with a mass market w
14、ithout barriers to impede the flow of goods and services10-*Customs UnionA customs union represents the next stage in economic cooperationIt enjoys the free trade areas reduced or eliminated internal tariffs and adds a common external tariff on products imported from countries outside the union.The
15、European Union was a customs union before becoming a common marketCustoms unions exist between France and Monaco,Italy and San Marino,and Switzerland and Liechtenstein,to name some examples.1110-*Common MarketA common market agreement eliminates all tariffs and other restrictions on internal tradeAd
16、opts a set of common external tariffs,and removes all restrictions on the free flow of capital and labor among member nationsIt is a unified economy and lacks only political unity to become a political union1210-*Political UnionPolitical union is the most fully integrated form of regional cooperatio
17、nIt involves complete political and economic integration,either voluntary or enforcedThe most notable enforced political union was the Council for Mutual Economic Assistance(COMECON),a centrally controlled group of countries organized by the Soviet UnionTwo new political unions came into existence i
18、n the 1990s:the Commonwealth of Independent States(CIS),made up of the republics of the former Soviet Union,andthe European Union(EU)1310-*Global Markets and Multinational GroupsThe restructuring of the eastern European bloc into independent market-driven economiesThe dissolution of the Soviet Union
19、 into independent statesThe worldwide trend toward economic cooperation Enhanced global competitionAll of these warrant the study of three multinational regions:Europe,Africa and Middle East1410-*Europe and European IntegrationWithin Europe,every type of multinational market grouping exists:The Euro
20、pean UnionEuropean Economic Area,The European Free Trade Area No other group is more secure or more important economically than the EUIt has made progress toward achieving the goal of complete economic integration and,ultimately,political unionThere are language and cultural differences,individual n
21、ational interests,political differences,and centuries-old restrictions designed to protect local national marketsHistorically,standards have been used to effectively limit market access to individual countries(Germany:Beer,Italy:Pasta)Exhibit 10.1 European Market Regions Fundamental Market Metrics(i
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