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1、1InternationalMarketing Lecture1InstructorLiZhihongSept.2009BusinessInstitute,JiangHanUniversity2Chapter1TheGlobalMarketingImperative1.TeachingandlearningTargets.Afterstudyingthischapter,youshouldbeableto:(1)Whataretherecenttrendsinworldtrade?Willexpansionofworldtradeinthefuturefollowthes
2、etrends?(2)Doesincreasedworldtrademeanincreasedrisk?(3)Whatimpactdogloballinkageshaveonfirmsandconsumers?(4)Describesomeopportunitiesandchallengesininternationalmarketingcreatedbynewadvancesininformationtechnology?32.WhatInternationalMarketingIs?(1)InternationalMarketing.Theprocessofplann
3、ingandconductingtransactionsacrossnationalborderstocreateexchangesthatsatisfytheobjectivesofindividualsandorganizations.Itmuchretainsthebasicmarketingtenetsof“satisfaction”and“exchange”;Also,itfocusesoninternationaltransactions.43.TheImportanceofWorldTrade(1)Globallinkages.Economically,wo
4、rldtradehasforgedanetworkofgloballinkagesthatbindusall,-countries,institutions,andindividuals-muchmorecloselythaneverbefore.--Thelinkageshavealsobecomemoreintenseonanindividuallevel,suchaslife,behavior,etc.5--Worldtradeisbringingaboutaglobalreorientationofcorporateprocesses,whichopensupen
5、tirelynewhorizons.--Advancesintechnologyalsoallowfirmstoseparatetheiractivitiesbycontentandcontext.--Thelevelofglobalinvestmentisatanunprecedentedhigh.--Notonlyistheenvironmentchanging,butthepaceofchangeisacceleratingaswell.6(2)DomesticPolicyRepercussions--Aloweringofinterestratesdomestic
6、allymaymakeconsumershappyormaybepoliticallywise,butitquicklybecomesunsustainableifitresultsinamajoroutflowoffundstocountriesthatofferhigherinterestrates.--Agriculturalandfarmpolicies,whichhistoricallyhavebeenstrictlydomesticissues,aresuddenlythrustintotheinternationalrealm.7--Independento
7、ftrade,currencyflowssetexchangerates,whicharethevaluesofcurrenciesrelativetoeachother.Theseexchangeratesinturnhavenowbeguntodeterminetheleveloftrade.--Policymakershavesoughttorestricttheimpactofglobaltradeandfinancialflowsbyerectingbarriers,chargingtariffs,designing
