Multinational Market Regions

and Market Groups

Chapter 10
Multinational Market Regions

• What are they?

• Basis
– Economic
– Political
– Geographic proximity
– Cultural factors
Types of Multicultural Cooperation

• Regional Cooperation Groups

• Free Trade Area
• Customs Union
• Common Market
• Political Union
Europe

• European Community
– The Single Europe Act
• Harmonization
• Mutual recognition
– EC Institutions
• Council of Ministers, European Parliament,
European Court of Justice
– European Free Trade Association & European
Economic Area
Europe

• European Union
– Maastricht Treaty
• Economic & Monetary
Union
• Political integration
– Treaty of Amsterdam
(1997)
• Expansion
Source: http://www.wikipedia.org
Europe

• Marketing in Europe
– Opportunities
– Problems
– Reciprocity
• Marketing Mix Implications

• Commonwealth of Independent States

• Central European Free Trade Area
The Americas
• North American Free
Trade Agreement
(NAFTA)- 1994
– Three countries

• Southern Cone Free

Trade Zone (Mercosur &
Andean Community)
– Most influential zone in
South America
– Brazil Source: en.mercopress.com
The Americas

• Latin America Integration Association

• Caribbean Community and Common

Market

• NAFTA + SAFTA= FTAA??

Asian-Pacific Rim

• Association of
Southeast Asian
Nations
• ASEAN+3
– ASEAN+ Japan, China,
and South Korea
• Asia-Pacific Economic
Cooperation Source:www.asean.or.jp
Other Trade Areas

• Africa
– Economic Community of West African States
– South African Development Community
• Middle East
– Arab Common Market
– Arab Free Trade Area
– Regional Cooperation for Development
– Organization of the Islamic Conference
The Future?

• Powerful Trade Areas

• Emerging Market Focus