国际市场营销双语教学教案

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1、1InternationalMarketingLecture2InstructorLiZhihongSept.2009BusinessInstitute,JiangHanUniversity2Chapter2TradeInstitutionsandTradePolicy1.TeachingandlearningTargets.Afterstudyingthischapter,youshouldbeableto:(1)Whyisinternationaltradeimportanttoanation?(2)

2、Discusstheroleof“voluntary”importrestraintsininternationalmarketing.(3)Howhaveconsumerdemandschangedinternationaltrade?(4)Discusstheimpactofimportrestrictionswonconsumers.(5)Doesforeigndirectinvestmenthaveaneffectontrade?32.TheHistoricalDimension(1)RomanEm

3、pire.Evenwhileexpandingtheirterritoriesthrougharmedconflicts,theRomansplacedprimaryemphasisonencouraginginternationalbusinessactivities.TheprincipalapproacheswerethePaxRomanaandthecommoncoinage.(2)Feudalism.Althoughthefeudalsystemencouragedthedevelopmentof

4、aclosed-stateeconomythatwasinwardlyfocusedandultimatelyconceivedforself-sufficiencyandsecurity,medievalcommercestillthrivedanddevelopedthroughexporttrade.4(3)Moderncases.Theeffectofturningawayfrominternationaltradeduringthe1930ssawtheimportanceoftheinterna

5、tionaltrade.Besides,internationalmarketingandinternationaltradehavealsolongbeenseenasvaluabletoolsforforeignpolicypurposes.(4)Globaldivision.After1945,theworldwassharplysplitideologicallyintoWestandEast,adivisionthathadmajorimplicationsfortraderelations.5(

6、1)WTO.TheWorldTradeOrganizationhasitsoriginsintheGeneralAgreementonTariffsandTrade(GATT).Overtime,theGATTevolvedintoaninstitutionthatsponsoredsuccessiveroundsofinternationaltradenegotiationswithakeyfocusonareductionofprevailinghightariffs.Aftermanyyearsofo

7、ftencontentiousnegotiation,theUruguayRoundaccordwasfinallyratifiedinJanuaryof1995.Itsaimasfollows:p3.TransnationalInstitutionsAffectingWorldTrade6--OverseetheimplementationofallthemultilateralagreementsnegotiatedintheUruguayRoundandthosethatwillbenegotiate

8、dinthefuture.--BeresponsiblefortheGeneralAgreementonTradeinServices,agreementsontrade-relatedaspectsofintellectualpropertyrights,andtrade-relatedinvestmentmeasuresandadministersabroadvarietyofinternationaltra