International Marketing

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International Marketing

• Tim Beal
• Lecture 3
• 16 March 2004

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Today

• Housekeeping
• Guest speaker Professor Randolf David
• Changing social fabric
• The political framework of the global economy

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Housekeeping

• Tutorials start this week
• Details on Blackboard/coursepage
• tutorial list
• If you are not in a tutorial see me
• Availability

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Guest speaker

• Last week Marketing is an economic activity
• What did we discuss?
• Also a social activity
• Professor Randolf David
• Sociologist, University of the Philippines
• Media commentator
• Guest of MFAT
• Social changes in the Philippines
• Implications for marketing
• Case study many changes will have parallels
  in other countries

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Changing social fabric

• Marketing takes place within society
• Consumer behaviour course discussed interaction
  between individual CB and social environment
• families, reference groups, lifestyle changes,
  attitudes
• What happens in a particular society (eg NZ)
  happens globally
• extremely complex manner

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Three examples

• immigration
• aging society
• changing (globalising) tastes

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Immigration

• Why is it important to IM?
• The Germans live in Germany, the Romans live in
  Rome, the Turkeys live in Turkey, but the English
  live at home.'
• 1909 nursery rhyme
• 2 problems
• assumption that own cultural vales (products) are
  norm to which other should adapt.
• do they live there any more?

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Home is where I lay my head

• Germans, Italians, and English live around the
  world (inc NZ), many Turks live in Germany
• old identification of a country with an
  ethnic/cultural group is becoming increasingly
  invalid
• in many countries immigration is main social
  trend

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Main social trend of 1990s in Britain..

• in Britain immigration much more important than
  natural population growth
• consequences for ethnic mix and age structure
• In NZ?
• Cultural diversity in NZ

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Immigration

• on increase in EU, USA, etc.
• creation of multiethnic societies
• write down some marketing implications of changes
  in ethic composition

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Tourism

• Tourism has somewhat similar effects
• 700 million international tourism arrivals in
  2000
• in many countries a large part of the market is
  made up of permanent or temporary foreigners
• eg Chinas tourism market is important for NZ
  exports
• they want to eat familiar foods

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Ageing society

• part of general issue of changing age structure
  in societies
• why is age structure important for marketing?
• population pyramids the case of Japan
• Japan is foremost example of aging society
• http//www.vuw.ac.nz/caplabtb/m302w04/Japan_pop_p
  yramid.gif

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Japans ageing society

• implications for NZ?
• China moving that way

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Globalisation of tastes

• McDonalds -Epitome of globalisation few
  countries where they yet to penetrate
• http//www.mcdonalds.com/home.html
• Who hasnt had a Big Mac?
• other examples Coke, Pepsi, jeans.
• Video on Coke in Korea
• Often connected with American cultural hegemony
• but other things move as well
• Chinese food, Italian foodetc

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Transmitted by

• media (films, TV) (images)
• migration, tourism..(people)
• Companies themselves ..IM programmes
• result is that tastes do change and can be changed

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Change

• Change is the key word
• Societies are changing around the world
• getting older, better educated, more aware of
  global trends
• Some products are facing shrinking markets
• Generating demand for new products marketed in
  new ways
• marketing strategies need to be constantly
  reexamined

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The Political Framework

• Why is it important to IM?
• NZ trade policy
• Trading blocs
• CER, NZ-Singapore, APEC
• Organisations
• WTO
• Issues
• SPS, Dumping..Globalisation itself

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Why is politics important?

• Politics can prohibit trade
• US sanctions and embargoes on Iraq, North Korea,
  Cuba
• Politics can restrain trade
• US controls on advanced computers to China
• Australian restrictions on NZ apples (SPS)
• Change on way
• US and EU restrictions on agricultural imports to
  protect local industry
• NZ restrictions on Korean whiteware to protect
  local industry

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Protection of US steel industry

• Bush administration has imposed tariffs on
  imports to protect US producers
• Anger around world steel producers
• Japan
• European Union
• Korea
• Brazil, Taiwan, Russia, Germany, Turkey,
  France, China, Australia, the Netherlands and NZ
• Trade war (esp EU/US)

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Restraintgtliberalisation and facilitation

• Governments can restrict trade
• military, local interest groups, economic (eg
  trade balance)
• Governments can also liberalise trade
• remove restrictions
• Governments can facilitate trade
• incentives/support for
• exporters
• foreign investors
• importers (eg Japan)

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NZ Trade Policy Strategy

• Consistency
• Labour is more proactive, and less willing to
  liberalise unilaterally, but trade policy is
  unchanged
• Goal of NZ trade policy?
• to achieve sustainable economic growth through
  trade
• objective of free and open trade
• four inter-related policy tracks

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4 Policy tracks

• open and outward-looking domestic economic
  policies
• bilateral relations with individual trading
  partners
• eg CER with Australia
• interaction with regional economic groupings
• APEC, NAFTA, EU, AFTA, MERCOSUR
• Multilateral system

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Multilateral system

• support for a strong multilateral trading system
  which can open the way for freer trade and
  investment and protect the interests of small
  countries like New Zealand who are global traders
  
• GATT, WTO

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FTAs

• Free Trade Agreements (Areas)
• bilateral or regional
• three aspects
• complementarity
• competition
• externalities

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CER

• Australia New Zealand Closer Economic Relations
  Trade Agreement (ANCERTA)
• Aim to create a WTO-consistent free trade area
  linking Australia and NZ
• launched 1983
• Greatly enhanced Australia-NZ trade, investment,
  etc

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CER objectives (1-2)

• to strengthen the broader relationship between
  Australia and New Zealand
• to develop closer economic relations between
  Australia and New Zealand through a mutually
  beneficial expansion of free trade between the
  two countries

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CER objectives(3-4)

• to eliminate barriers to trade between Australia
  and New Zealand in a gradual and progressive
  manner under an agreed timetable and with a
  minimum of disruption and
• to develop trade between New Zealand and
  Australia under conditions of fair competition

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CER - three reviews

• No 1 - accelerated so that June 1990 all tariffs
  and restricts on goods meeting rules of origin
  eliminated
• No 2 - widened to include services
• open skies still not achieved
• No 3 - harmonise non-tariff measures
• eg quarantine and customs, standards, business
  law
• but NZ apples still barred how?

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Permitted exceptions include

• protection of essential security interests
• protection of public morals and prevention of
  disorder or crime
• protection of human, animal or plant life or
  health
• NZ complains that Australia (and other countries)
  use Phytosanitary Measures as a non-tariff
  barrier
• fire blight case in point

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Rules of origin

• only goods considered to originate in the Free
  Trade Area are exempt from any tariffs or
  quantitative restrictions, rules to determine the
  origin of particular goods are necessary
• Similar rules apply elsewhere, eg EU
• important issue, because with globalisation few
  goods are made exclusively in one country
• So where you can sell goods (and price) may hinge
  on where they are judged to originate from

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Minimum requirements

• the last process of manufacture should have
  occurred in Australia or New Zealand and
• at least one half of the factory or works costs
  of the goods should be made up from expenditure
  on any of
• materials originating in the Area
• labour and factory overheads incurred in the
  Area and
• inner containers originating in the Area.

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APEC

• Asia Pacific Economic Co-operation
• 1989
• Australian initiative took off with Clintons
  hosting of Blake Island summit 1993
• Asia Pacific?
• Original members North America, Australasia, some
  East and Southeast Asia

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(No Transcript)
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Importance of APEC

• Combined GDP of US17,921 billion
• 46.8 of world trade

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Meetings

• Leaders Meetings (politicians)
• Senior Officials Meetings
• APEC Business Advisory Council (ABAC)
• other committees, working groups, etc

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APEC objectives

• Free and open trade and investment in Asia
  Pacific
• 2010 for developed countries
• 2020 for developing countries
• Non-discriminatory
• complements other liberalisation mechanisms
• GATT/WTO

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Does APEC have a future?

• Liberalisation process slowing down
• opposition from Japan, etc
• Effect of Asian financial crisis
• More emphasis on capacity building measures
• ie improving capacity to trade rather than
  removing barriers to trade

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NZ and APEC

• Complementarities
• high with Japan, China, Korea
• Competition
• high with Australia, Chile
• Externalities
• opportunity for NZ leaders (political, official,
  business) to meet counterparts
• eg US President
• provides forum for wide ranging trade discussion
  with many of our most important trading partners

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Types of liberalisation

• Bilateral (Australia, Singapore)
• Regional (APEC)
• gtgtMultilateral
• GATTgtgtWTO

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GATT and WTO

• General Agreement on Tariffs and Trade,
• founded 1948
• Designed to keep global economy open
• Prevent return to protectionism of 1930s
• refer to extract from World Economy in 1.2 (trade
  promotes growth)
• GATT sole multilateral body for international
  trade before WTO in 1995

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GATT rounds

• GATT was series of rounds of negotiations
• 1st led to 45000 tariff concessions
• GATT membership grew and negotiations became more
  complex
• World trade grew faster than economy partly
  because of GATT
• cheaper transportation, communications, etc

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Uruguay Round

• 1980s...mid-nineties
• Uruguay Round tackled three basic barriers to
  trade
• Tariffs
• Non-tariff barriers
• wider policy measures (eg harmonisation)

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Tariffs

• 1947 average tariffs were 40
• after UR
• industrialised countries 5 gt3.5
• EU 6.8 gt 4.1
• US 6.6 gt3.4
• Some industries in some countries tariffs
  abolished
• EU 40 of all imports are duty free

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Non-tariff barriers (NTB)

• Disguised barrier to trade
• Countries seldom admit to NTB - happens elsewhere
• Often have good reason
• eg to protect domestic crops from fire blight
• As tariffs have fallen NTB have become more
  prevalent

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Varieties of NTB

• quotas and voluntary export restraints
• US impose on Japan
• Discriminatory government procurement policies
• Customs procedures
• validation, documentation, etc
• Sanitary and Phytosanitary measures
• health of animals, plants

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Varieties of NTB

• Standards and regulations
• packaging, labelling, emission controls, etc.

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World Trade Organisation

• established 1 January 1995
• 126 members
• Entry of China (and Taiwan) in 2001
• Aims to continue liberalisation of world trade

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WTOs 3 aims

• to help trade flow as freely as possible
• produce transparent and predictable rules via
  trade negotiations
• dispute settlement
• eg Australia/NZ access to US market
• 167 cases 1995-99
• Latest steel protectionism in US a major test

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WTO today

• Failure in Seattle
• Mike Moore and WTO making determined effort to
  sell free trade
• Doha meeting November 2001 held in Qatar, far
  from demonstrators
• Cancun September 2003

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The future

• NTB will not go away
• Disputes will continue
• Legitimate concerns about liberalisation of
  global trade
• GM trade going to be major issue in coming years
• under WTO rules governments cannot prevent it

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Issues

• SPS
• foot and mouth
• BSE mad cow disease
• CWD chronic wasting disease (mad deer disease)
• Affects venison exports
• Fireblight (Aus), codling moth(Japan)
• Dumping
• Fisher and Paykel and Korean whiteware

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The BIG issue

• Is globalisation GOOD or BAD?
• Is it stoppable or changeable?
• How can the opportunities be realised, the
  negative effects minamised?
• etc. etc.
• Ongoing debate

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Trade policy and globalisation issues

• Debate on trade policy and globalisation will
  continue to have great impact on IM
• Marketers need to monitor what is going on
• Market access does not guarantee market success
• market access is necessary but not sufficient
• IM needs knowledge about markets and products to
  satisfy them

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Programme

• Today
• Changes in society Philippines case study
• Political framework of globalisation
• Next week Internet and IM
• Korea
• Wine industry
• Tutorials start this week