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1、1InternationalMarketing Lecture1InstructorLiZhihongSept.2009BusinessInstitute,JiangHanUniversity2Chapter1TheGlobalMarketingImperative1.TeachingandlearningTargets.Afterstudyingthischapter,youshouldbeableto:(1)Whataretherecenttrendsinworldtrade?Willexpansionofworldtra
2、deinthefuturefollowthesetrends?(2)Doesincreasedworldtrademeanincreasedrisk?(3)Whatimpactdogloballinkageshaveonfirmsandconsumers?(4)Describesomeopportunitiesandchallengesininternationalmarketingcreatedbynewadvancesininformationtechnology?32.WhatInternationalMarketing
3、Is?(1)InternationalMarketing.Theprocessofplanningandconductingtransactionsacrossnationalborderstocreateexchangesthatsatisfytheobjectivesofindividualsandorganizations.Itmuchretainsthebasicmarketingtenetsof“satisfaction”and“exchange”;Also,itfocusesoninternationaltrans
4、actions.43.TheImportanceofWorldTrade(1)Globallinkages.Economically,worldtradehasforgedanetworkofgloballinkagesthatbindusall,-countries,institutions,andindividuals-muchmorecloselythaneverbefore.--Thelinkageshavealsobecomemoreintenseonanindividuallevel,suchaslife,beha
5、vior,etc.5--Worldtradeisbringingaboutaglobalreorientationofcorporateprocesses,whichopensupentirelynewhorizons.--Advancesintechnologyalsoallowfirmstoseparatetheiractivitiesbycontentandcontext.--Thelevelofglobalinvestmentisatanunprecedentedhigh.--Notonlyistheenvironme
6、ntchanging,butthepaceofchangeisacceleratingaswell.6(2)DomesticPolicyRepercussions--Aloweringofinterestratesdomesticallymaymakeconsumershappyormaybepoliticallywise,butitquicklybecomesunsustainableifitresultsinamajoroutflowoffundstocountriesthatofferhigherinterestrate
7、s.--Agriculturalandfarmpolicies,whichhistoricallyhavebeenstrictlydomesticissues,aresuddenlythrustintotheinternationalrealm.7--Independentoftrade,currencyflowssetexchangerates,whicharethevaluesofcurrenciesrelativetoeachother.Theseexchangeratesinturnhavenowbeguntodete
8、rminetheleveloftrade.--Policymakershavesoughttorestricttheimpactofglobaltradeandfinancialflowsbyerectingbarriers,chargingtariffs,designing
