What you should learn from Chapter 10: The reasons for economic union, patterns of international cooperation, the evolution of the European Union, evolving patterns of trade as eastern Europe and the former Soviet states embrace free-market systems, strategic implications for marketing in the region, the size and nature of marketing opportunities in the European/African/Middle East regions. | Europe, Africa, and the Middle East Chapter 10 Learning Objectives LO1 The reasons for economic union LO2 Patterns of international cooperation LO3 The evolution of the European Union LO4 Evolving patterns of trade as eastern Europe and the former Soviet states embrace free-market systems LO5 Strategic implications for marketing in the region LO6 The size and nature of marketing opportunities in the European/African/Middle East regions 2 Regional Market Regions and Regional Economic Cooperation Multinational market regions are groups of countries that seek mutual economic benefit from reducing interregional trade and tariff barriers—are the most important global trends today The most successful one is the European Union (EU), the world’s largest multinational market region and foremost example of economic cooperation Multinational market groups form large markets that provide potentially significant opportunities for international business. La Raison d’Etre Successful economic union requires favorable economic, political, cultural, and geographic factors as a basis for success The advantages of economic union must be clear-cut and significant Benefits must greatly outweigh the disadvantages before nations forgo any part of their sovereignty 4 Economic Factors Usually markets are enlarged through preferential tariff treatment for participating members, common tariff barriers against outsiders, or both Enlarged, protected markets stimulate internal economic development External and internal barriers are reduced because of the greater economic security afforded to domestic producers For a union to survive, it must have agreements and mechanisms in place to settle economic disputes. Political Factors Political amenability among countries is another basic requisite for the development of a market agreement Typically, marketing arrangements are made in response to external political threats Participating countries must have comparable aspirations and general . | Europe, Africa, and the Middle East Chapter 10 Learning Objectives LO1 The reasons for economic union LO2 Patterns of international cooperation LO3 The evolution of the European Union LO4 Evolving patterns of trade as eastern Europe and the former Soviet states embrace free-market systems LO5 Strategic implications for marketing in the region LO6 The size and nature of marketing opportunities in the European/African/Middle East regions 2 Regional Market Regions and Regional Economic Cooperation Multinational market regions are groups of countries that seek mutual economic benefit from reducing interregional trade and tariff barriers—are the most important global trends today The most successful one is the European Union (EU), the world’s largest multinational market region and foremost example of economic cooperation Multinational market groups form large markets that provide potentially significant opportunities for international business. La Raison d’Etre Successful economic union
