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Marketing Manager Course - Chapter 2

Tham khảo tài liệu 'marketing manager course - chapter 2', kinh doanh - tiếp thị, kỹ năng bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 2 ManagingManaging inin aa GlobalGlobal EnvironmentEnvironment McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Learning Objectives After reading this chapter, you should be able to: z Understand the landscape of the global market. z Develop an awareness for the role of culture in international management. z Recognize the major options firms face when they choose a global strategy and the conditions that make a strategic choice most appropriate. z Determine the best mode of entry into foreign markets given each firm’s unique characteristics. z Develop effective human resource practices for managing international subsidiaries. z Become aware of ethical issues in international operations. McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. The Changing Pattern of International Business zChanging world output and world trade picture ¾The U.S. no longer dominates the world economy ¾Large U.S. multinationals no longer dominate international business ¾The centrally planned communist economies that made up roughly half the world suddenly become accessible to Western businesses ¾The global economy has become more knowledge- intensive McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. The Changing Pattern of International Business (continued) z Lowered trade barriers ¾ General Agreement on Tariffs and Trade (GATT) ¾ World Trade Organization (WTO) z Integrated Economic Markets ¾ The European Union (EU) ¾ The North American Free Trade Act (NAFTA) ¾ The Association of Southeast Asian Nations (ASEAN) ¾ The Asia Pacific Economic Cooperation (APEC) McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. The Changing Pattern of International Business (continued) zGlobal consumer preferences ¾ Tastes and preferences are converging ¾ Presence of mass media, exposure to goods from various countries, and standardized products .