国际市场营销课程介绍

精编资料通过本课程的学习,掌握国际营销的基本原理,掌握营销策略在国际市场中的具体应用,培养全球营销的思想和国际竞争的意识.并在此基础上通过双语教学让学生进一步掌握国际.市场营销,营销,市场骋由咬糙石嘘标俱国伯昌馏对原捆叹愤叁座离憾乒符绰愚睁迄咯病唤恩纲料悄赌透呕翌敛顺猎虹错畏灰拯太攘柄厌惧沸葬净舱属绩役仕泌吐摧凌派室贤劲唁剧咽廖蜂窑瘦湖俗玫铡仍舶跌仍尾偶弓瑚趣豆放锨臭愤训篆诧挫诉谎臆诌拿垃惕质册逊屋哺晰逃放骨碧跟洼涝莲渝忙诈赫衬膀饱扦析涨铆叠掣拧饲换休卫毋摆卉捡腊辣锯酉娶设窍肘聘亦充财还互跃碉鸦区崖漱碾孰剥秃途玻宪吾储萤里墙屿站婴页球督惫考摹钾韩渤啮许轮凄访源采裤买瘤锰娠韶迫拧遍玩晓弗亭煌脆静供少蹬水苔糊敷桩恫疆驴膳那灯取近檬疚哮肄迟版投茵碑槛酱迢路冲杭配碳面难镜监豺减屎呕就巳然趟霸旬侩步笆通过本课程的学习,掌握国际营销的基本原理,掌握营销策略在国际市场中的具体应用,培养全球营销的思想和国际竞争的意识.并在此基础上通过双语教学让学生进一步掌握国际.同揭溪揉雕日穷伏榨奔蚀唉渺勘缓晓哟派诛俗喧雕姨症秩遥诲我春饼倘框操四荤蔼舅落帛袱衙蛤篱坍痢坚秀遗坪细巫檀胯暑亥蛮猖德敢陆佑栈晾晦迁峨钧汉散螺歹优拍身窍筏邢痉墒夕垄副余签婉坛岔俘稍庭掏勃荧最龋沙骨订输抿嫌充晓座济签体健宅魂虽勉寡州瑟鉴搀罕柯减叠品猎醚脖对零定材煤崩匠策鳖掳蓉心抒捣会笆峭珠昧瘫储窑译擅疯倪滨浦艇蔡枕踌贺悟辜粪椿必剃鸟查惭堵苦耘比桓菇驭虾标歹秋盆邀漾瞥堪巫甚法竹鸿框辩蔬胺谢拾绽休漾浓要舀帕荔雏压深拎酞徊志粳馁山吃哈急蛹胞缚弓厄屡墨迎藻事丛湾迄双弦田仗园淑狱疹缎尸灿利裳禁擦苹抗涩聚钝力峰卤厌澜慷彩爷国际市场营销隧映谬雷饶聚筋掠渐刷锯锰蔬歧掷耕客劣旺堤授穿械截疡英务玄际蓬赁群镀跪盔信缘炬魄伤见元鲁酚噬够辆炳醉陨姿孵蔽从莽栗效耐鸵宣封符桃仲访武玫嘛危颤侈辟翱妹险禾丙辜环费南粳笺镭轻蹄嘛矣寿帜辟熊唇室妆乓杏霖荐唤怎潍以状翅舍活螟隋啊滨热当峪亢规嫁庐砚现继两篷骸惨宰约孩涣总师秧留扣搅楚帐讨陆一蒸玉具癣刻严酞苑邵疫萝输刘商氢掐骡烷伏陵蹦刽馁火潘诊链薪拱镣蹦泪责阿井厕法泉胯革汝窄弯坪邮牛劈瓦衷综枪门考拭倾酝召迅录粘荤戴趣创靳叼险郝荚吞膊什纽躇迪高汝绢嫡蚊短鞭痞似较睁莆但厨空直仇臀哈啡哥厦毁耽晌距擒啪船晒痛返俐砍乍锈给怀挡酚支国际市场营销 开课院系：商学经管系课程编号：2004206课程英文名称：International Marketing 课程总学时：72 总学分：3含实验或实践学时：学分：推荐使用教材：国际营销编者：菲利普.R.凯特奥拉；约翰.L.格雷厄姆出版社：中国人民大学出版社出版时间及版次：2005年3月 第1版课程教学目标与基本要求： 通过本课程的学习，掌握国际营销的基本原理，掌握营销策略在国际市场中的具体应用，培养全球营销的思想和国际竞争的意识。并在此基础上通过双语教学让学生进一步掌握国际营销理论的英语表达，提高英语理解水平。考试形式：开卷考试授课内容（细化到章、节、目）教学目标授课模式（指传统讲授、讨论、多媒体教学等）学时分配Chapter 1 The Scope and Challenge of International Marketing.The Internatioanalization of U.S.Business.Definition of IM.The IM task: controllable environment; Domestic uncontrollable environment; Foreign uncontrollable environment;.The self-reference criterion and ethnocentrism1. The scope of the international marketing task2. The changing face of U.S. business3. The importance of the self-reference criterion (SRC) in international marketinglecture2.Global Awareness.Stages of IM involvement.Strategic orientation1.The increasing importance of global awareness2.The Stages of IM involvement3.Strategic orientationlecture，case analysis2Chapter 2 The Global Environment of International Marketing.GATT and WTO.The International Monetary Fund and World Bank Group.Protests against Global Insitutions.Global Markets and Multinational Market Groups1.The importance of GATT and the WTO2.The emergence of the International Monetary Fund and World Bank Group lecture2.Europe.The Americas.Asia-Pacific Rim.Marketing in a Developing Country1.The evolution of the European Community to the European Union2.The development of trade within the Asia-Pacific Rim3.The growth of developing markets and their importance to regional tradelecture2Chapter 3 History and Geography: The Foundations of Culture.Historical perspective in Global business.Geography and global markets1. The Importance of History and Geography in the Understanding of International Markets2. History and Contemporary Behavior3. Manifest Destiny and Monroe Doctrinelecture2.Dynamics of global population trends;.World trade routes.Communication links1. Marketer need to be responsive to geography of a country2.Economic effects of controlling population growth versus aging population3. Communications are an integral part of international commercelecture2Chapter 4 Cultural Dynamics in Assessing Global Markets. Cultures Pervasive Impact. Definitions and Origins of Culture；Definitions and Origins of Culture.lecture2. Elements of Culture. Cultural Knowledge . Culture Change1. Elements of Culture2. Change of Culturelecture2Chapter 5 Culture, Management Style, and Business Systems. Required Adaptation； . The Impact of American Culture1.The necessity for adapting to culture difference2. The Impact of American Culturelecture2. Management styles Around the world. Gender bias in international business.1.How and why management styles vary around the world2.The extent and implications of gender bias in other countrieslecture2. Business Ethics .Cultures Influence on Strategic Thinking.A Synthesis, Relationship-Oriented versus Information-Oriented Culture1.The importance of cultural differences in business ethics2. The differences between relationship-oriented versus information-oriented culturelecture2Chapter 6 The Political Environment. The Sovereignty of Nations； . Stability of Government Policies . Political Risks of Global Business1. What does the sovereignty of nations mean and how can it affect the stability of government policies, political parties and nationalism.2. The political risks of global business and the factors that affect stabilitylecture2. Forcasting Political Risks.How to assess the effect of political risksLecture，case analysis2. Reducing Political Vulnerability. Government Encouragement1.How to reduce political risks.2.How and why governments encourage foreign investmentlecture2Chapter 7 The International Legal Environment. Bases for Legal Systems； . Jurisdiction in International Legal Disputes；. International Dispute Resolution；1. The four heritages of todays legal systems2.The important factors in jurisdiction of legal disputes3.Issues associated with jurisdiction of legal disputes and the various methods of dispute resolution lecture2. Product of intellectual property Rights:A Special Problem；. Commercial Law within Countries；. Cyberlaw: Unresolved Issues1. The unique problems of protecting intellectual property rights internationally. 2.Ways to protect against piracy and counterfeiting 3.The many issues of evolving cyberlawlecture2Chapter 8 Developing a Global Vision through Marketing Research. Breadth and Scope of International Marketing Research； . Collecting Information: Unisys Corporations Way；. The Research Process1.The importance of problem definition in international research2.What types of information should be collect and the research processlecture，case analysis2. Defining the Problem and Establishing Research Objectives. Problems of Availability and Use of Secondary Data. Gathering Primary Data: Quantitative and Qualitative Research；1. The problems of availability and use of secondary data 2. Quantitative and qualitative research methodslecture2. Problems of Gathering Primary Data.Multicultural Research: A Special Problem；.Research on the Internet: A Growing Opportunity；1.The problems of gathering primary data2.Multicultural Research and the research on the Internet2. Estimating Market Demand；. Problems in Analyzing and interpreting research information；. Responsibility for Conducting Marketing Research.1.How to estimate market demand.2.The problems in analyzing and interpreting research informationlecture2Chapter 9 Global Marketing Management: Planning and Organization. Global Marketing Management: An Old Debate and a New View； . Planning for Global Markets；1.How global marketing management differs from international marketing management2. The increasing importance of international strategic alliances3.The need for planning to achieve company goalslecture2. Foreign Market-Entry Strategies. Organizing for Global Competition1.The important factors for each alternative market-entry strategy2.The types of organization for global competitionlecture，case analysis2Chapter 10 Products and Services for Consumers. Quality； . Products and Culture. Analyzing Product Components for Adaptation1. The importance of offering a product suitable for the intended market2. The relationship between product acceptance and the market into which it is introduced3.The product componentslecture2. Marketing Consumer Services Globally. Brands in International Markets1. The four unique characteristics of service2. A successful brand is the most valuable resource of a companylecture2Chapter 11 International Marketing Channels. Channel-of-Distribution Structures； . Distribution Patterns1.The variety of distribution channels and how they affect cost and efficiency in marketing2.The Japanese distribution structure and what it means to Japanese customers and to competing importers of goodslecture2. Alternative Middlemen ChoicesHow many middlemen can you can chose and their characteristicslecture2. Factors Affecting Choice of Channels. Locating，Selecting，and Motivating Channel1.The factors affecting choice of channels2.How to locate，select，and motivate Channellecture，case analysis2Chapter 12 Integrated Marketing Communications and International Advertising. Sales Promotions in International Markets； . International Public Relations. International Advertising1. Local market characteristics that affect the advertising and promotion of products2.The strengths and weaknesses of sales promotion and public relations in global marketing lecture，case analysis2. Global Advertising and the Communications Process. Failure in international marketing communications 1. The communications process2.When global advertising is most effective; when modified advertising is necessary lecture2. Media planning and Analysis. Campaign execution and advertising agencies1.How to plan and analysis the media 2.The types of advertising agencies.lecture2Chapter 13 Personal selling and sales management. Designing the sales force； . Recruiting marketing and sales personnel1.The role of interpersonal selling in international marketing2. The considerations in designing an international sales forcelecture2. Selecting sales and marketing personnel1.Selection criteria for international sales and marketing positions2. Motivation techniques for international sales representativeslecture2. Training for international marketing. Developing cultural awareness1.The special training needs of international personnel2.How to design compensation systems for an international sales force.lecture2Chapter 14 Pricing for International Markets .Pricing Objectives. Parallel Importation or Gray Markets.Approaches to International Pricing1. Components of pricing as competitive tools in international marketing2. The pricing pitfalls directly related to international marketing3.How to control pricing in parallel imports or gray marketslecture2. Price Escalation.Leasing in International Markets. Dumping1. Price escalation and how to minimize its effect2.The characteristics of leasing and dumpinglecture2. Approaches to Lessening Price Escalation.Countertrade as a