国际市场营销(双语)课程教学大纲.doc

国际市场营销（双语）课程教学大纲一、课程简介课程类别：专业课开课单位：工商管理系授课对象：本科 市场营销专业学时与学分：36学时；2学分使用教材：Warren J.Keegan and Mark C.Green，全球营销学第四版（Global Marketing, Fouth Edition），中国人民大学出版社，2005年9月参考教材：美菲利普R凯特奥拉，国际营销（International Marketing），机械工业出版社，2003年1月二、教学目的与教学要求：1.本课程教学目的是：介绍由经济与金融、社会与文化、政治与法律等方面构成的全球商务环境，进而从环境和战略的角度讨论企业的全球营销策略和方式；介绍一整套先进的概念和分析工具（如价值链分析框架、产品贸易周期模型、国际产品生命周期理论、管理导向类别框架、杠杆理论、资源外取理论、全球战略伙伴关系、全球当地化整合原理和国家竞争优势分析框架等）；启迪和帮助学生在全球营销中把握发展战略，成功创作和实施4P（产品、价格、分销、促销）策略组合的途径；帮助学生运用英语学习专业知识，提高学生地英语使用能力。2.教学要求：对于教师，具体的要求有：双语授课，英语授课课时比例大约50%；使用原版英文教材；理论讲解与案例讨论相结合；对于学生，具体的要求有：必须先修完“市场营销”；英语达到4级水平3.考试方式和成绩计算：采用全英文考试；平时成绩占10%，期中占20%，期末占70%。第一章 Introduction to Global Marketing学时：2 周，共 3 学时教学重点：全球化和全球本地化的概念、全球营销的管理取向、影响全球一体化和全球营销的因素。 教学难点：全球营销的管理取向、影响全球营销的因素。教学内容：1. Overview of Marketing(1) Competitive advantage(2) Globalization(3) Global Industries2. Global Marketing: What It Is and What It Isnt3. The Importance of Global Marketing4. Management Orientations(1) Ethnocentric Orientation(2) Polycentric Orientation(3) Regiocentric(4) Geocentric orientations5. Forces Affecting Global Integration and Global Marketing(1) Driving Forces(2) Restraining Forces6. Outline of this book本章考点：1. What are the basic goals of marketing? Are these goals relevant to global marketing?2. What is mean by “global localization”? Is Coca-Cola a global product? Explain.3. Describe some of the global marketing strategies available to companies. Give examples of companies that use the different strategies.4. How do the global marketing strategies of Harley-Davidson and Toyota differ?5. Describe the difference between ethnocentric, polycontric, regiocentric, and geocentric management orientations.6. Identify and briefly describe some of the forces that have resulted in increased global integration and the growing importance of global marketing.7. Define leverage and explain the different types of leverage utilized by companies with global operations. 本章参考文献：1. Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A EuropeanPerspective, Pearson Education Limited，20012. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆，国际营销，中国人民大学出版社，20053. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054. 马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055. 闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，20046. 甘碧群，国际市场营销学，武汉大学出版社，20027. 王文举，张启明，国际市场营销，中国统计出版社，2003第二章 The Global Economic Environment学时：2 周，共 4学时教学重点：国家发展阶段，产品饱和度，经济合作协议 教学难点：国家发展阶段，国际结算，国际金融 教学内容：1. The world Economy: An overview2. Economic systems(1) Market Capitalism(2) Centrally Planned Socialism(3) Centrally Planned Capitalism and Market Socialism3. Stages of Market Development(1) Low-Income Countries(2) Lower-Middle-Income Countries(3) Upper-Middle-Income Countries(4) Marketing Opportunities in LDCs and Developing Countries(5) High-Income Countries(6) The Triad(7) Marketing Implications of the stages of Development4. Banlance of Payments5. World Trade in Merchandise and Services6. Overview of International Finance(1) Managed Dirty Float(2) Foreign Exchange Market Dynamics(3) Purchasing Power Parity(4) Economic Exposure(5) Managing Exchange Rate Exposure本章考点：1. Explain the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.2. What is a BEM? Identify the BEMs according to their respective stages of economic development.3. A manufacture of satellite dishes is assessing the world market potential for his products. He asks you if he should consider developing countries as potential markets. How would you advise him?4. Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs are ranked. What does the result tell you in terms of the relevance of the index to global marketers? 本章参考文献： 1. Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A EuropeanPerspective, Pearson Education Limited，20012. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆，国际营销，中国人民大学出版社，20053. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054. 马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055. 闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，20046. 甘碧群，国际市场营销学，武汉大学出版社，20027. 王文举，张启明，国际市场营销，中国统计出版社，2003年第三章 Social and Cultural Environments学时：2 周，共3学时教学重点： 高背景文化和低背景文化、马斯洛的需求层次说、霍夫斯泰德德文化类型说以及自参考标准 教学难点： 霍夫斯泰德文化类型说、自参考标准和文化差异和相似性 教学内容：1. High- and Low-Context Cultures2. Hofstedes Cultural Typology3. The Self-Reference Criterion and Perception4. Diffusion Theory+(1) The Adoption Process(2) Characteristics of Innovations(3) Adopter Categories(4) Diffusion of Innovations in Pacific Rim Countries5. Marketing Implications of Social and Cultural Environments本章考点：1. What are some of the elements that make up culture? How do these find expression in your native culture?2. What is the difference between a low-context culture and a high-context culture? Give an example of a country that is an example of each type and provide evidence for your answer.3. How can Hofstedes cultural typologies help Western marketers better understand Asian culture?4. Explain the self-reference criterion. Go to the library and find examples of product failures that might have been avoided through the application of the SRC.5. Compare and contrast USA and Japan in terms of traditions and organizational behavior and norms. 本章参考文献： 1. Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A European Perspective, Pearson Education Limited，20012. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆，国际营销，中国人民大学出版社，20053. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054. 马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055. 闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，20046. 甘碧群，国际市场营销学，武汉大学出版社，20027. 王文举，张启明，国际市场营销，中国统计出版社，2003第四章 The Legal and Regulatory Environments of Global Marketing学时：2 周，共 3 学时教学重点：普通法和成文法、专利和商标、许可贸易、法庭裁决和仲裁方式、管理环境教学难点：专利和商标、许可贸易、各种政府和民间组织 教学内容1. The Legal Environment(1) Common Law Versus Civil Law(2) Sidestepping Legal Problems: Important Business Issues(3) Conflict Resolution, Dispute Settlement, and Litigation2. The Regulatory Environment(1)Regional Economic Organizations: The European Union Example本章考点：1. What is sovereignty? What is it an important consideration in the political environment of global marketing?2. Describe some of the sources of political risk. Specially, what forms can political risk take?3. Briefly describe some of the differences between the legal environment of a country that embraces common law and one that observes civil law.4. Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place. Identify and describe several legal issues that relate to global commerce.5. “See you in court” is one way to respond when legal issues arise. What other approaches are possible? 本章参考文献： 1. Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A European Perspective, Pearson Education Limited，20012. 沈钺，全球营销学，武汉大学出版社，20043. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054. 马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055. 闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，2004年6. 甘碧群，国际市场营销学，武汉大学出版社，20027. 王文举，张启明，国际市场营销，中国统计出版社，2003第五章 Global Information Systems and Market Research学时：2 周，共 3 学时教学重点：市场信息的来源、正式的市场调查研究步骤教学难点：市场调查研究步骤，一体化的市场信息收集 教学内容：1. Information Technology for Global Marketing2. Information subject agenda and environmental scanning modes 3. Sources of market information4. Formal market research(1) Step1: Identify the Information Requirement(2) Step2: Problem Definition-Overcoming the SRC(3) Step3: Choose Unit of Analysis(4) Step4: Examine Data Availability(5) Step5: Assess Value of Research(6) Step6: Research Design(7) Step7: Analyzing Data(8) Step8: Presenting the Findings(9) Headquarters Control of Marketing Research(10) An Integrated Approach to Information Collection本章考点：1. Explain two information technology puts powerful tools in the hands of global marketers.2. What are the different modes of information acquisition? Which is the most important for gathering strategic information?3. Outline the basic steps of the market research process.4. What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project?5. Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique? 本章参考文献： 1. Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A European Perspective, Pearson Education Limited，20012. 沈钺，全球营销学，武汉大学出版社，20043. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054. 马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055. 闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，2004年6. 甘碧群，国际市场营销学，武汉大学出版社，20027. 王文举，张启明，国际市场营销，中国统计出版社，20038. 王海忠，全球营销：规则、指南、案例，企业管理出版社，2002第六章 Segmentation, Targeting, and Positioning学时：2 周，共 3 学时教学重点：全球细分、选择目标市场、全球定位、产品市场决策、高科技和高感性定位教学难点：选择目标市场及定位、高科技和高感性定位 教学内容：1. Global Market Segmentation(1) Demographic Segmentation(2) Psychographic Segmentation(3) Behavior Segmentation(4) Benefit Segmentation(5) Ethnic Segmentation2. Assessing Market Potential and Choosing Target Markets or Segments(1) Current Segment Size and Growth Potential(2) Potential Competition(3) Feasibility and Compatibility(4) A Framework for selecting Target Markets3. Product-Market Decisions4. Target Market Strategy Options(1) Standardized Global Marketing(2) Concentrated Global Marketing(3) Differentiated Global Marketing5. Positioning(1) Attribute or benefit(2) Quality and Price(3) Use or User(4) Competitor(5) Global, Foreign, and Local Consumer Culture Positioning本章考点：1. differentiate the five basic segmentation strategies. Give an example of a company that has used each one.2. Explain the difference between segmenting and targeting.3. Compare and contrast standardized, concentrated, and differentiated global marketing. Illustrate each strategy with an example from a global company.4. What is positioning? Identify the different positioning strategies presented in the chapter and give examples of companies or products that illustrate each.5. What is global consumer culture positioning? What other strategic positioning choices do global marketers have?6. What is high-touch product? Explain the difference between high-tech product positioning and high-touch product positioning. Can some products be positioned using both strategies? Explain. 本章参考文献： 1. Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A European Perspective, Pearson Education Limited，20012. 沈钺，全球营销学，武汉大学出版社，20043. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054. 马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055. 闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，2004年6. 甘碧群，国际市场营销学，武汉大学出版社，20027. 王文举，张启明，国际市场营销，中国统计出版社，20038. 王海忠，全球营销：规则、指南、案例，企业管理出版社，2002第七章 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances学时：2 周，共4 学时教学重点： 许可和合营、市场扩张战略、投资扩张和战略联盟教学难点： 全球战略合作伙伴概念、市场扩张战略 教学内容：1. LicensingSpecial Licensing Arrangements2. Investment(1) Joint Ventures(2) Investment via Ownership or Equity Stake3. Global Strategic Partnerships4. The Nature of Global Strategic Partnerships(1) Success Factors(2) Alliances with Asian Competitors(3) CFM International, GE, and Snecma: A Successful Story(4) AT&T and Olivertti: A Failure(5) Boeing and Japan: A Failure(6) International Partnerships in Developing Countries5. Cooperative Strategies in Japan: Keiretsu6. Cooperative Strategies in South Korea: Chaebol7. Twenty-First Century Cooperative Strategies: Targeting the Digital Future8. Market Expansion Strategies本章考点：1. What are the advantages and disadvantages of using licensing as a market entry tool? Give examples of companies from different countries that use licensing as a global marketing strategy.2. What is foreign direct investment? What forms can FDI take?3. Do you agree with Fords decision to acquire Jaguar? What was more valuable to Ford-the physical assets or the name?4. What is meant by the phrase global strategic partnership? In what ways does this form of market entry strategy differ from more traditional forms such as joint ventures?5. What are Keiretsu? How does this form of industrial structure affect companies that compete with Japan or that are trying to enter the Japanese market?6. Which Strategic options for market entry or expansion would a small company be likely to pursue? A large company? 本章参考文献： 1. Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A European Perspective, Pearson Education Limited，20012. 沈钺，全球营销学，武汉大学出版社，20043. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054. 马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055. 闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，2004年6. 甘碧群，国际市场营销学，武汉大学出版社，20027. 王文举，张启明，国际市场营销，中国统计出版社，20038. 王海忠，全球营销：规则、指南、案例，企业管理出版社，20029. 吴声功，跨国公司经营管理，上海人民出版社，2003第八章 Product and Brand Decisions学时：1 周，共 2 学时教学重点：产品和品牌概念、原产国因素、地域扩张、全球营销中的新产品开发教学难点：地域扩张、全球营销中的新产品开发 教学内容：1. Basic product and brand concepts(1) Product Types(2) Brands(3) Local Products and Brands(4) International Products and Brands(5) Global Products and Brands(6) Global Brand Development(7) Local Versus Global Products and Brands: A Need-Based Approach2. Country of origin as brand element3. Packaging(1) Labeling(2) Aesthetics4. Product warranties5. Extend, Adapt, Great: strategic alternatives in global marketing(1) Strategy1: Product-Communication Extension(2) Strategy2: Product Extension-Communication Adaptation(3) Strategy3: Product Adaptation-Communication Extension(4) Strategy4: Product-Communication Adaptation(5) Strategy5: Product Invention(6) How to Choose a strategy6. New products in global marketing(1) Identifying New-Product Ideas(2) New-Product Development(3) The International New-Product Department(4) Testing New Products本章考点：1. What is the difference between a product and a brand?2. How do local, international, and global products differ? Cite examples3. What are some of the elements that make up a brand? Are these elements tangible or intangible?4. What criteria should global marketers consider when making product design decisions?5. How can buyer attitudes about a products country of origin affect marketing strategy?6. Identify several global brands. What are some of the reasons for the global success of the brands you chose?7. Briefly describe various combinations of product-communication strategies available to global marketers. When is it appropriate to use each? 本章参考文献： 1. Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A European Perspective, Pearson Education Limited，20012. 沈钺，全球营销学，武汉大学出版社，20043. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054. 马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055. 闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，2004年6. 甘碧群，国际市场营销学，武汉大学出版社，20027. 杨建新，产品生命周期评价方法及应用，气象出版社，20028. 胡树华，产品开发设计的功能成本分析，科学出版社，20019. 李倩茹，新产品开发、定位和销售，广州经济出版社，2002第九章 Pricing Decisions学时：1 周，共 2学时教学重点：全球定价目标和策略、影响定价决策的环境因素、灰色市场、倾销、转移定价、反向贸易教学难点：全球定价策略、灰色市场、倾销、抵销、反向贸易 教学内容：1. Basic pricing concepts2. Global pricing objectives and strategies（1） Market Skimming and Financial Objectives（2） Penetration Pricing and Nonfinancial Objectives（3） Companion Product “Razors and Blades” Pricing（4） Target Costing（5） Calculating Prices: Cost-based Pricing and Price Escalation（6） Terms of Sale3. Environment influences on pricing decisions(1) Currency Fluctuations(2) Inflationary Environment(3) Government Controls, Subsidies, and Regulations(4) Competitive Behavior(5) Using Sourcing as a Strategic Pricing Tool4. Global pricing: three policy alternatives(1) Extension or Ethnocentric(2) Adaptation or Polycentric(3) Geocentric5. Gray market goods6. Dumping7. Price fixing8. Transfer pricing(1) Tax Regulations and Transfer Prices(2) Sales of Tangible and Intangible Property(3) Competitive Pricing(4) Importance of Section 482 Regulations9. Countertrade(1) Barter(2) Counterpurchase(3) Offset(4) Compensation Trading(5) Switch Trading本章考点：1. What are the basic factors that affect price in any market? What considerations enter into the pricing decision?2. Define the various types of pricing strategies and objectives available to global marketers.3. Identify some of the environmental constraints on global pricing decisions.4. Why do price differences in world markets often lead to gray marketing?5. What is dumping? Why was dumping such an important issue during the Uruguay Round of GATT negotiations?6. What is transfer price? Why is it an important issue for companies with foreign affiliates? Why did transfer pricing in Europe take on increased importance in 1999?7. What is the difference between ethnocentric, polycontric, and geocentric pricing strategies? Which one would you recommend to a company that has global market aspirations?8. Compare and contrast the different forms of countertrade. 本章参考文献： 1. Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A European Perspective, Pearson Education Limited，20012. 沈钺，全球营销学，武汉大学出版社，20043. 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054. 马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055. 闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，2004年6. 甘碧群，国际市场营销学，武汉大学出版社，20027. 王文举，张启明，国际市场营销，中国统计出版社，20038. 王海忠，全球营销：规则、指南、案例，企业管理出版社，20029. 吴声功，跨国公司经营管理，上海人民出版社，2003第十章 Global Marketing Channels and Physical Distribution学时：1 周，共 2 学时教学重点：分销渠道管理、建立和保持渠道中介、全球零售业、物流管理教