Svend Hollensen

GLOBAL MARKETING
4th Edition

6 El entorno económico y político

Traducción y Adaptación J Gudziol-6-1

 Objetivos de aprendizaje
 Analizar como afecta el entorno político-legal el grado de atractivo
de un mercado
 Diferenciar entre los factores políticos en los entornos del país de
origen y del país de destino
 Explicar los pasos que hay que dar en la evaluación y análisis del
riego político
 Diferenciar entre la barreras arancelarias y no arancelarias
 Describir los bloques comerciales principales
 Analizar por qué la estructura de consumo difiere de un país a otro
 Explicar como pueden los directivos de empresas influir sobre la
política de un determinado país

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-2

 Objetivos de aprendizaje
 Definir la integración económica local e identificar los diferentes
niveles de integración
 Analizar las ventajas e inconvenientes de la integración económica
 Evaluar las consecuencias de la UEM (Unión Económica y
Monetaria) UE y el Euro € para las empresas europeas

Traducción y Adaptación J Gudziol-6-3

Hollensen, Global Marketing 4e, © Pearson Education 2008 6-3

 El entorno Político-Legal

El entorno del país de origen

El entorno del país de destino

El entorno general internacional

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-4

Figure 6.1 Barriers in the political/legal
environment

Ampliar con modelo propio

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-5

 The home country environment

Promotional activities sponsored by

governmental organizations
Financial activities
Information services
Export-facilitating activities
Promotion by private organizations
State trading
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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-6

 Tipo de información disponible

Económica, social, política Listas de compradores y

sobre un país distribuidores extranjeros en
Información detallada y las categorías de producto
resumida sobre las de interés en diferentes
transacciones mundiales países
Reportes sobre empresas Información sobre
extranjeras regulación gubernamental
Oportunidades de Información sobre obtención
exportación específicas de créditos en el exterior

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-7

 Major types of political risk in
the host country environment

Ownership Operating Transfer

risk risk risk

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-8

 Effects of political risk

Import restrictions  Tax controls

Local content laws  Labour restrictions
Exchange controls  Change of
Market control government party
Price controls  Nationalization
 Domestication

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-9

 What is this?

What term is used to describe the

takeover of foreign companies by the
host government?

Nationalization
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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-10

 What is this?

What term is used to describe trade

laws that favour local firms and
discriminate against foreign ones?

Trade barriers
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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-11

 Categories of trade barriers

Tariff barriers: Non-tariff barriers:

•Specific •Quotas
•Ad valorem •Embargoes
•Discriminatory •Administrative
delays
•Local content
requirements

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-12

 What is this?

_____ are tools used by governments to

protect local companies from outside
competition. They are direct taxes and
charges imposed on imports.

Tariffs
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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-13

 Why do countries
levy tariffs?

To protect domestic producers

To generate revenue

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-14

 Figure 6.2
Political Risk Analysis

Step 1: Issues of relevance to the firm

Step 2: Potential political events

Step 3: Probable impacts and responses

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-15

 Relationship building

Build relationships with government

Build relationships with customers

Build relationships with employees

Build relationships with local community

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-16

 How does the threat
of terrorism affect business?
Short and long-term decline of customer
demand
Unpredictable shifts in the supply chain
Government policies and laws
Macroeconomic effects such as falling
stock market values
Deteriorating relations among countries
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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-17

 How can businesses respond
to the threat of terrorism?
Reconsideration of the customer and the
market portfolio
Flexibility in sourcing from different
suppliers
Collaboration and information sharing with
local partners

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-18

 Types of economic activity

Primary Secondary Tertiary

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 What is this?

The _____ states that an identical

product must have an identical price in
all countries when price is expressed in
a common-denominator currency.

Law of one price

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 Classifying
countries by income

Less developed countries (LDCs)

Newly industrialised countries (NICs)
Advanced industrialised countries

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-21

 What is this?

What term refers to the value of all

goods and services produced by the
domestic economy over a one-year
period, including income generated by
the company’s international activities?

Gross national product (GNP)

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-22

 Figure 6.3 Forms of
economic integration

Traducción y Adaptación J Gudziol-6-23

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 Benefits of
regional integration

Trade creation

Greater consensus

Political cooperation

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-24

 Drawbacks of
regional integration

Trade diversification

Shifts in employment

Loss of national sovereignty

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-25

 Major trading blocs

Association of
European Union South East Asian
Nations (ASEAN)

Asia Pacific North American

Economic Free Trade Area
Cooperation (APEC) (NAFTA)

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-26

 Criticisms of using
per capita income figures

Uneven income distribution

Purchasing power not reflected
Lack of comparability

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-27

 For discussion (1)

 Identify different types of barriers to the free

movement of goods and services.
 Explain the importance of a common European
currency to firms selling goods to the European
market.
 How useful is GNP when undertaking a
comparative analysis of world markets? What
other approaches would you recommend?

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-28

 For discussion (2)

 Discuss the limitations of per capita income in

evaluating market potential.
 Distinguish between: a) free trade area, b)
customs union, c) common market, d) economic
and monetary union, and e) political union.
 Why is the international marketer interested in
the distribution of the population in a market?

Traducción y Adaptación J Gudziol-6-29

Hollensen, Global Marketing 4e, © Pearson Education 2008 6-29

 For discussion (3)

Describe the ways in which foreign

exchange fluctuations affect: a) trade, b)
investments, and c) tourism.
Why is political stability so important for
international marketers? Find some recent
examples from the press to underline your
points.

Traducción y Adaptación J Gudziol-6-30

Hollensen, Global Marketing 4e, © Pearson Education 2008 6-30

 For discussion (4)

 How can the change of major political goals in a

country have an impact on the potential for
success of an international marketer?
 A country’s natural environment influences its
attractiveness to an international marketer of
industrial products. Discuss.
 Explain why a country’s balance of trade may be
of interest to an international marketer.

Traducción y Adaptación J Gudziol-6-31

Hollensen, Global Marketing 4e, © Pearson Education 2008 6-31

 Debate on globalization:
A case study
 In your opinion, is globalization inevitable? Are
the benefits of globalization positive? What are
the gains and losses from globalization?
 What external influences does a company
encounter when determining how and where to
conduct business globally?
 How do the stages that a company goes
through evolve as its operations become
more globalized?

Traducción y Adaptación J Gudziol-6-32

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Hollensen, Global Marketing 4e, © Pearson Education 2008 6-32