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1、Lecture 5,Chapter ThreeAnalysis of the InternationalMarketing Environment(国际营销环境分析),，,By the end of this chapter,you should be able to:Understand how economic,political/legal,competitive,technological,natural,demographic and cultural environment influence international marketing activities.Identify
2、opportunities and threats in the international markets.Get an overview of the international economic organization,their functions and their influence on international marketing.,，,As what we have discussed in Chapter One,a firm is exposed to more uncontrollable factors in international marketing env
3、ironment.The economic,political,legal,social,and cultural factors all have influences on the marketing activities.After the international research,the next step is to analyze the international environment.Your task in this chapter is to examine the international environment and identify opportunitie
4、s and threats in the foreign marketing environment,which you base on to select the target market.,I.Importance of International Business Environment Analysis（国际环境分析的重要性）,The analysis of economic,political/legal,competitive,technological,natural,demographic and cultural environment in which a company
5、 competes is crucial as these environmental factors affect a companys decision as whether to enter a market,how to enter a market and what marketing strategies to make.,Through the analysis,international marketers identify environmental opportunities and threats,and assess how opportunities and thre
6、ats affect marketing activities.If the opportunities crated by the trends can be used in a particular market and the threats can be minimized,the market environment is very favourable.If not,the company may have difficulties doing business in this market.The results of environmental analysis are the
7、 foundation for the company managers to decide which markets to enter.,II.Analysis of International Business Environment（国际商务环境分析）,Before you analyze the international business environment,please discuss the following questions:(1)How does economy in a foreign country affect the marketing activities
8、?(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（国际
9、经济环境分析）Economic situation in a country determines its market potential,which is one of the most important factors companies consider when they decide whether to enter a market,and determine a companys marketing scopes and activities.（一个国家的经济情况决定了它的市场潜力，这是一个公司要考虑是否进入某个市场，决定公司营销范围和活动的其中一个重要因素。）Interna
10、tional marketers need to analyze the stage of economic development in which a country is and decide the market opportunities there,1.1 Stages of Economic Development（经济发展阶段）:To understand the economic development of a country and its influence on business,we first look at the Rostow Modernization Mo
11、del（罗斯托现代化模式）of economic development and see the different economic characteristics in each stage.According to this model,the economic modernization goes through five stages.,(1)Traditional Society（传统社会）Counties in the traditional society stage are featured by an economic structure which is dominate
12、d by agriculture（传统社会国家的经济结构主要以农业为主）.The productivity is low,and only a few exchange transactions take place.People in this society believe that gods or spirits facilitate the procurement（购买）of goods.（人民相信上帝或神灵促进物品的买卖。）,，,The norms（常态）of economic growth are completely absent from these societies.（经济
13、增长完全不存在。）Actually in the modern world,there are not any countries in this stage.,，,(2)Transitional Society（过渡社会）The transitional society is the preconditions for takeoff and characterized by increased productivity in agriculture.（过渡社会时起飞的先决条件，以农业生产力提升为特点。）Although modern manufacturing begins to emer
14、ge,the productivity and output still remain low.（虽然现代制造业开始出现，但生产率和产量还是很低。）,，,The preconditions for takeoff are that countries in this stage establish banks and currency,have an emerging entrepreneurial（创业的）class,and engage in secular education（普通教育）.（起飞的先决条件是在这个阶段的国家建立了银行和货币，有自己的企业家阶层，教育事业开始发展。）For
15、international marketers,some African countries,which are in transitional society level and of low-income level,present little market opportunities.,However,if a company carries out limited marketing activities in a country at this stage,it may gain lager market share and become the market leader onc
16、e the country transfers to the stage of take-off.,，,(3)Take-off（起飞）Take-off occurs when economic growth becomes common and society is driven more by economic processes than traditions.（在起飞阶段，经济增长非常普遍，与传统社会比，社会发展更多由经济增长推动。）At this stage,improvements in production lead to the emergence of leading sect
17、ors（主要部门）and a new class of established entrepreneurs（久负盛名的企业家）emerges.There are more marketing opportunities in this stage than in the previous stage,especially in the leading sectors.,，,(4)Drive to Maturity（走向成熟）In the drive-to-maturity stage,modern technology is fully adopted in all economic acti
18、vities.The make-up（组成）of the economy changes unceasingly（不停地）as new industries emerge and older industries level off（稳定下来）.The drive to maturity refers to the need for the economy itself to diversify（多样性）.,This diversity leads to greatly reduced rates of poverty and rising standards of living,as the
19、 society no longer needs to sacrifice its comfort in order to strengthen certain sectors.The economy also looks beyond the countrys border for development.,Mini-Case3.1 Hisenses Looked Beyond the Countrys Border for Development(海信的跨国发展),Hisense International is a famous manufacturer of electronic ap
20、pliances.Its products range from TV sets,washing machines,air-conditioning,refrigerator,to mobile phone,etc.To make a great profit,expand market share and response to fierce competition,Hisenses expanded its market to foreign countries.,，,Hisenses products are popular in some Eastern European countr
21、ies.It has production facilities in Algeria,subsidiaries or sales offices in Hungary.Hisense Hungary,established in 2004,is in charge of Hisense sales and production in Europe.By cooperating with main retail channels,Hisense has made great achievements.,，,(5)High Mass Consumption（高消费时代）The age of hi
22、gh mass consumption refers to the period when consumers concentrate on durable goods,and hardly remember the subsistence concerns of previous stages.（高消费时代指消费者专注耐用品，几乎不记得过去几个阶段那些物质上的担忧的时代。）A surge occurs in per capita income and increased allocation to social welfare programs.The mass can afford goo
23、ds beyond food,clothing and shelter（居所）.USA and many Western European countries are in this stage.,，,上述五个阶段中，处于前三个阶段（Traditional Society，Transitional Society，Take-off）是发展中国家，处于后两个阶段（Drive to Maturity，High Mass Consumption）的属于发达国家。各国经济发展的差别，要求国际营销企业必须根据自身具体的情况制定不同的营销战略和策略。,1.2 Gross National Incomes
24、Per Capita（人均国民收入）When assessing a countrys economic situation,marketers have also to evaluate its national income,which has an impact on the market potential and consumer buying power.（当评估一个国家的经济情况，营销者还要评估它的国民收入，这对该国市场潜力和消费者购买力影响重大。）To analyze a countrys average incomes in different countries,we ca
25、n use the income classification by World Bank.According to the World Bank,countries can be divided into high-income countries,middle-income countries and low-income countries.,High-Income Countries（高收入国家）According to the World Bank,countries in this category have a GNI(Gross national income 国民收入总值)p
26、er capita of US$10726 or more.These are highly industrialized countries with well-developed industrial service section.These countries present great potential as they have consumers with the highest per capita income,but competition is intense and consumers have established preferences there.,Middle
27、-Income Countries（中等收入国家）These are countries with a GNI per capita from US$875 to US$10725.They are countries which develop rapidly and have great potential.The middle-income countries can be further divided into two income groups as follows:upper middle-income countries（中高收入国家），which have enough in
28、frastructures like the developed countries;,，,lower middle-income countries（中低收入国家）which include China,much of North Africa,and many of the former Soviet Socialist Republics.(苏联)These countries are developing rapidly and have great potential.As the competition in the developed countries has been int
29、ensifying for decades,the middle-income countries provide more opportunities for the international firms especially the small and medium-sized firms,Low-Income Countries（低收入国家）Countries in this category have per capita income level lower than US$875.They are mainly some Asian countries such as Nepal
30、,Bangladesh and Afghanistan,and some African countries such as Kenya,Uganda and Central African Republic.,，,1.3 Influence of Economic Organizations on Marketing Activities（经济合作组织对国际营销的影响）The international and regional economic organizations also play an important role in promoting the international
31、trade and global economy.When international marketers are making the marketing strategies or plans,they should have in their minds the agreements signed and regulations enforced by the member states of these economic organizations.（当国际营销者制定策略或计划时，他们要牢记一些由国际经贸组织成员签定的协议和实施的规定。）,，,The World Trade Organ
32、ization（WTO）is the only global international organization dealing with the rules of trade between nations.At its heart are the WTO agreements,negotiated and signed by the worlds trading nations.The goal of WTO is to help producers of goods and services,exporters,and importers conduct their business.
33、China is a member of WTO.According to the agreement between China and other WTO members,there are some ownership restrictions for foreign investment in China in some fields.Thus,foreign companies who want to invest in Chinese market must understand this agreement and make plans based on it.,The Chin
34、a-ASEAN Free Trade Ares（中国-东盟自贸区）is the largest free trade area in terms of population.It consists of China and the member countries of Association of Southeast Asian Nations such as Thailand,Singapore,Vietnam,etc.According to the agreement between China and ASEAN countries,China and 6 ASEAN member
35、countries including Brunei Darussalam,Indonesia,Malaysia,the Philippines,Singapore and Thailand began to reduce tariff rates for each others products in 2005 and eliminate all its tariffs for tariff lines placed in the Normal Track no later than 1 January 2010.,China and new ASEAN members will elimi
36、nate all its tariffs for tariff lines placed in the Normal Track not later than 1 January 2015.（中国-东盟自贸区是目前世界人口最多的自贸区。根据中国与东盟之间的协议，中国与6个东盟国家，包括文莱，印尼，马来西亚，菲律宾，新加坡和泰国从2005年开始减少彼此之间的产品关税，并在2010年1月1日前废除所有正常类税目的关税。）,，,European Union（欧盟）has 27 member countries and a population of nearly half a billion and
37、 covers a large part of Europe.Its policies and actions affect marketers outside directly and indirectly.It ensures the free movement of people,goods,services,and capital,and maintains common policies on trade,agriculture,fisheries and regional development.EU sets high standard environmental regulat
38、ions.Products into the area must comply with these regulations,or they cannot be imported.,North American Free Agreement（NAFTA,北美自由贸易区）was founded in January 1,1994 between the United States,Canada,and Mexico.NAFTA created the worlds largest free trade area,which now links 444 million people produci
39、ng$17 trillion worth of goods and services.This agreement offers more opportunities to Mexican exporters who are looking opportunities in the US and Canadian markets.,2.Political/Legal Environment（政治/法律环境分析）The political/legal environment consists of two primary parts:the home country environmentthe
40、 host country environment Understanding the political/legal environment in the foreign markets is important for companies because they have to obey the host countrys political and legal restrictions.,2.1 Home Country Environment（母国环境）A companys home country political environment can limit its enterp
41、rises international operations and the countries that the company may enter.（一个国家的国内政治环境限制了其企业的国际运作，以及可以进入的国家范围。）On the other hand,if the political relationship between home country and host country is good,the bilateral trade（双边贸易）and business will be promoted.When we examine the host countrys poli
42、tical environment,we can focus on the following areas.,(1)Promotional Activities Sponsored by Governmental Organizations（政府组织的推动）The programs home governmental organizations adopt to promote exporting and foreign investment are an important force in the international competition.（本国政府对促进出口和对外投资的计划是国
43、际竞争的重要推动力。）Lack of the government supports,marketing activities may by more costly and risk.,The supportive activities of a government can make its countrys products more competitive in the world and encourage more participation in exporting.Subsidy（补贴）is one way governmental support to promote expo
44、rt and ensure profitability of exporting firms.Subsidies can be given through lower taxes on profits,refunding of various taxes,etc.For example,our government has increased the export tax rebate rate（出口退税率）of some articles after financial crisis as a method to promote export.,，,(2)Information Servic
45、e（信息服务）Many large companies collect information they need for themselves.Smaller firms and newcomers to international marketing,however,are not in a position to hire outside research agencies or possess the expertise to conduct a research.For these firms,governmental organizations such as the commer
46、cial department,are the major source of basic marketing information.（对于小公司和国际营销的新手来说，政府机构如商务部门是主要的营销信息来源。）,，,Today,since an increasing number of Chinese multinational companies run business in foreign countries,Chinese government provides more official guidelines on doing business abroad.,(3)Export-
47、facilitating Activities（出口促进活动）A number of national or local government activities can also stimulate export.These include government-sponsored trade fairs（政府赞助的贸易展览会）such as Canton Fair（广交会）,trade development offices abroad such as the commercial councillors office（商务参赞处）in an embassy,etc.If a coun
48、try provides many export-facilitating fairs,it may definitely help its exporting companies push sales.,2.2 Host Country Environment（东道国环境）In addition to the home political environment,marketers should also examine the host government policies and stability to determine whether potential political ch
49、ange could adversely affect operations of the company.（除了本国政治环境，营销者还要检查东道国政府政策和稳定性来决定潜在的政治变故是否会不利于公司运作。）,，,2.2.1 Political Risk（政治风险）There is political risk in every country.International marketers may encounter such political risks as restriction in repatriation（返回）of profits,which may result in hu
50、ge loss.For example,under the extreme conditions,if there is a change in the political leadership（政权）,the firms assets will be forced to transfer to the host government.International marketers have to evaluate the political risk in a particular market and understand what measure they can take to min
