1、Chapter 1 The Scope and Challenge of International Marketing2. How can the increased interest in international marketing on the part of the U.S. firms be explained? 1)The U.S. market has reached saturation levels for many products, and increasing numbers of firms are faced with surpluses which must
2、be sold. 2) many firms find that return on investment may be higher in foreign markets than in domestic markets. 3) more firms realize that tomorrows markets will be world markets and it is imperative to establish world market positions early.3. Discuss the four phases of international marketing inv
3、olvement. The first phase is domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm. The second is domestic firms which have temporary surpluses which are sold abroad on an availability basis with no intention for continuing
4、market representation. The third is the domestic firms that have permanent productive capacity which is used to produce goods which are sold on a continuing basis in foreign markets. The fourth is the international company that produces a product for the world market.4. Discuss the conditions that h
5、ave led to the development of global markets. 1)new communications technology, travel and other factors led the world markets being aware of different products and processes. 2)Because of this awareness, each market thus had common needs for high quality, reasonably priced, standardized products. 3)
6、There is a strong feeling that within ideas from the world affected the tastes and perceived needs of every country market4)There is a strong feeling that world markets are being driven toward a converging commonality of taste and needs leading toward global markets.5. Differentiate between a global
7、 company and a multinational company.A global company assumes countries have the same needs and designs a standardized, high quality, reasonably priced product for those markets it as if there are no differences among the country markets. A multinational company has a specific marketing plan and ada
8、pts products for each country market and think there are cultural differences among countries that require specific adaptations for those markets. 6. Differentiate among the three international marketing concepts. 见课件7. Discuss the three factors necessary to achieve global awareness.(1) objectivity;
9、 objective in assessing opportunities, evaluating potential, and responding to problems. Too often mistakes are made because companies are swept away with generalities and make investments only later to find out that their commitment or abilities were not sufficient to succeed, (2) tolerance toward
10、cultural differences; tolerance is understanding cultural differences and accepting and working with others whose behavior may be different from yours, 3) knowledgeable; To be successful in international business and globally aware, a person needs to be knowledgeable of the enormous changes occurrin
11、g throughout the world and the potential opportunities 8. Define and discuss the idea of global orientation.A global orientation means operating as if all the country markets in a companys scope of operations (including domestic market) are approachable as a single global market and to standardize t
12、he marketing mix where culturally feasible and cost effective or to adapt the marketing mix where culturally required and cost effective. A global orientation mean standardizing the components of the marketing mix where demand is similar and changing the marketing mix where there are significant cul
13、tural differences .Chapter 2:The Global Environment of International MarketingDiscussion Questions2. The Tokyo Round(会谈) of GATT has emphasized the reduction of nontariff barriers. How does the Uruguay(乌拉圭) Round differ? Nontariff barriers are all the restrictions imposed on the importation of goods
14、 by a host government with the exception of tariffs. Such things as standards, quotas, import licenses, countervailing duties, border taxes can be classified as nontariff barriers. Earlier rounds of negotiations by GATT members had been successful in reducing tariffs and the Tokyo Round focused on t
15、he reduction of nontariff barriers. The Tokyo Round start to address a number of nontariff barriers that have become more serious in recent years. Despite the success of these past rounds, high tariffs have not disappeared entirely and nontariff barriers are still widely used. There are also areas t
16、hat, until now, GATT has not addressed such as services, intellectual property rights, and investment. Specifically, GATT negotiations in this round are to address key areas of importance in international trade which are not now under the scope of GATT rules. For example, GATT rules do not apply to
17、the international trade of services which represent an increasing percentage of international trade flows. Similarly, GATT rules have little influence over government investment policies affecting international trade or on policies concerning the protection of intellectual property rights such as pa
18、tents, trademarks, and copyrights. Agricultural trade is another area where GATT rules either do not apply or are not effective. Finally, the dispute settlement mechanism is seen to be increasingly ineffective at resolving conflicts among GATT members.3. Discuss the impact of GATS, TRIMS, AND TRIPS
19、on global trade.An important objective of the United States in the Uruguay Round was to reduce or eliminate barriers to international trade in services. While there is still much progress to be made before free trade in services will exist throughout the world, the General Agreement on Trade in Serv
20、ices (GATS) is the first multilateral, legally enforceable agreement covering trade and investment in services sector. It provides a legal basis for future negotiations aimed at eliminating barriers that discriminate against foreign services trade and deny them market access. For the first time, com
21、prehensive multilateral disciplines and procedures covering trade and investment in services have been established. Specific market-opening concessions from a wide range of individual countries were achieved and provision was made for continued negotiations to further liberalize telecommunications a
22、nd financial services.Equally significant were the results of negotiations in the investment sector. Trade-Related Investment Measures (TRIMs), established the basic principle that investment restrictions can be major trade barriers and therefore are included, for the first time, under GATT procedur
23、es. An initial set of specific practices were prohibited including: local content requirements specifying that some amount of the value of the investors production must be purchased from local sources or produced locally; trade balancing requirements specifying that an investor must export an amount
24、 equivalent to some proportion of imports or condition the amount of imports permitted on export levels; and, foreign exchange balancing requirements limiting the importation of products used in local production by restricting its access to foreign exchange to an amount related to its exchange inflo
25、w. As a result of TRIMs, restrictions in Indonesia which prohibit foreign firms from opening their own wholesale or retail distribution channels can be challenged. And so can investment restrictions in Brazil that require foreign-owned manufacturers to buy most of their components from high-cost loc
26、al suppliers and that affiliates of foreign multinationals maintain a trade surplus in Brazils favor by exporting more than they sell within.Another objective of the United States from the Uruguay Round was achieved by an agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPs). Th
27、e TRIPs agreement establishes substantially higher standards of protection for a full range of intellectual property rights (patents, copyrights, trademarks, trade secrets, industrial designs, and semiconductor chip mask works) than are embodied in current international agreements and it provides fo
28、r the effective enforcement of those standards both internally and at the border.4. Discuss the evolution of world trade that has led to the formulation of the WTO.Since the inception of GATT, there have been eight “rounds” of intergovernmental tariff negotiations. The most recently completed was th
29、e Uruguay round which built on the success of the Tokyo Round, the most comprehensive and far-reaching round undertaken by GATT up to that time. The Tokyo Round resulted in tariff cuts and set new international rules for subsidies and countervailing measures, anti-dumping, government procurement, te
30、chnical barriers to trade (standards), customs valuation, and import licensing. While the Tokyo Round addressed non-tariff barriers, there were some areas not covered by that round which continued to impede free trade. In addition to market access, there were issues of trade in services, agriculture
31、, and textiles; intellectual property rights; and investment and capital flows.The Uruguay Round was begun in 1986 in Punta del Este, Uruguay and finally concluded in 1994. By 1995, 80 GATT members including the United States, the European Union (and it member states) Japan, and Canada had accepted
32、the agreement. Perhaps the most notable achievement of the Uruguay Round was the creation of a new institution as a successor to the GATT, the World Trade Organization (WTO). At the signing of the Uruguay Round trade agreement, U.S. representatives pushed for an enormous expansion of the definition
33、of trade issues. The result was the creation of the World Trade Organization that encompasses the current GATT structure and extends it to new areas not adequately covered in the past. The WTO is an institutionnot an agreement as was GATT. It will set the rules governing trade between its 117 member
34、s, provide a panel of experts to hear and rule on trade disputes between members and, unlike GATT, issue binding decisions. It will require for the first time, the full participation of all members in all aspects of the current GATT and the Uruguay Round agreements and, through its enhanced stature
35、and scope, provide a permanent, comprehensive forum to address the trade issues of the 21st century global market. Trade disputes will be heard by a panel of experts. A panel of experts, selected by the WTO, will hear both sides and issue a decision; the winning side will be authorized to retaliate
36、with trade sanctions if the losing country does not change its practices. While the WTO has no actual means of enforcement, international pressure to comply with WTO decisions from other member countries is expected to force compliance. The WTO ensures that member countries agree to the obligations
37、of all the agreements, countries, including developing countries (the fastest growing markets of the world) will undertake obligations to open their markets and to be bound by the rules of the multilateral trading system. This exercise is designed to familiarize the student with the Internet and iss
38、ues GATT as well as the WTO. In addition to the various Rounds of GATT, this site is a complete discussion of WTO. The discussion of this question could include a broader discussion of WTO.5. U. S. exports to the European Community are expected to decline in future years. What marketing actions may
39、a company take to counteract such changes? An economic unity such as the EC is primarily concerned with increases of trade within its member-countries because they want to raise their own production and gain through economic growth that their specialized members can supply. It may be said that the E
40、C wants to decrease their trade with nonmember nations. One study has shown some proportional declines already. What the U.S. marketer should do to counteract such actions is to, as rapidly as possible, expand exports to this market. More important, the marketers should build new and expand EC-locat
41、ed, U.S.-owned industries and marketing facilities to strengthen their position before it becomes too late. EC members are now busy building new plants and establishing their outlets and markets. From the U.S. foreign marketers point of view, there is no time to waste, otherwise they will lose some
42、of the grip they have established in Europe.Also, keeping in mind that many other Western European countries are again interested in joining EC. The typical argument: “It will be too expensive to stay outside.” A sound policy for American companies wanting or dependent upon marketing in the European
43、 market might increase their potential in EFTA.6. “Because they are dynamic and because they have great growth possibilities, the multinational markets are likely to be especially rough-and-tumble for the external business.” Discuss.The attractive growth and profit opportunities in multinational mar
44、kets tend to draw the more aggressive marketers into competition. Whereas, a company may have virtually no competition in its home market, it may be competing with three or four major firms in the multinational market. National interest gives preferential treatment of various types to firms from mem
45、ber nations and intensifies the normal market competition.7. Discuss the implications of the European Unions decision to admit Eastern European nations to the group.The admission of Eastern European nations into the EU will create an ever larger and more economically important than the present EU. T
46、he globalization of markets, the restructuring of Eastern Europe into independent market-driven economies, the dissolution of the Soviet Union into independent states, the worldwide trend toward economic cooperation, and enhanced global competition make it important that market potential be viewed i
47、n the context of regions of the world rather than country by country. Formal economic cooperation agreements such as the EC are the most notable examples of multinational market groups but many new coalitions are forming, old ones are being re-energized, and the possibility of many new cooperative a
48、rrangements is on the horizon.8. Discuss the strategic marketing implications of the Canada-United States-Mexico Free Trade Agreement.NAFTA affects a variety of strategic issues, the most important of which are:Market Access. Within 10 years of implementation, all tariffs will be eliminated on North
49、 American industrial products traded between Canada, Mexico, and the United States. All trade between Canada and the U.S. not already duty free will be duty free by 1998 as provided for in CFTA. Mexico will immediately eliminate tariffs on nearly 50 percent of all industrial goods imported from the U.S., and remaining tariffs will be phased out entirely within 15 years.Nontariff Barriers. In addition to elimination of tariffs, Mexico will eliminate nontariff barriers and other trade-distorting restrictions. U.S. exporters will benefit immediately from the removal of most import
