国际市场营销双语教学教案1上课讲义

国际市场营销双语教学教案1上课讲义 1International MarketingLecture1Instructor LiZhihong Sept.xxBusiness Institute,Jiang HanUniversity2Chapter1The GlobalMarketing Imperative1.Teaching andlearning Targets.After studyingthis chapter,you shouldbe ableto: (1)What arethe recenttrends inworld trade?Will expansionof world trade in the futurefollow thesetrends? (2)Does increasedworld trademean increasedrisk? (3)What impactdo globallinkages haveon firmsand consumers? (4)Describe someopportunities andchallenges ininternational marketingcreated bynew advancesin informationtechnology?32.What International Marketing Is? (1)International Marketing.The processof planningand conductingtransactions acrossnational bordersto createexchanges thatsatisfy theobjectives ofindividuals andorganizations.It muchretains thebasic marketingtes of“satisfaction”and“exchange”;Also,it focuseson internationaltransactions.43.The Importanceof WorldTrade (1)Global linkages.Economically,world tradehas forgeda workof globallinkages thatbind usall,-countries,institutions,and individuals-much moreclosely thanever before.-The linkages have alsobee moreintense onan individuallevel,such aslife,behavior,etc.6? (2)Domestic PolicyRepercussions?-A loweringof interestrates domesticallymay makeconsumers happyor maybe politicallywise,but itquickly beesunsustainable ifit resultsin amajor outflowof fundsto countriesthat offerhigher interestrates.?-Agricultural andfarm policies,which historicallyhave beenstrictly domesticissues,are suddenlythrust intothe internationalrealm.7-Independent of trade,currency flowsset exchangerates,which arethe valuesof currenciesrelative toeach other.These exchangerates inturn havenow begunto determihe leveloftrade.-Policymakers havesought torestrict theimpact ofglobal tradeand financialflows byerecting barriers,charging tariffs,designing quotas,and implementingother importregulations.8? (1)Opportunities?-By transferringknowledge aroundthe globe,an internationalfirm canbuild andstrengthen itspetitive position.?-Production sitesonce wereinflexible,but nowplants canbe shiftedfrom onecountry toanother andsuppliers canbe foundon everycontinent.?-International marketingenables consumersall overthe worldto findgreater varietiesof productsat lowerprices andto improvetheir lifestylesand fort.4.Opportunities andChallenges inInternationalMarketing9?-More andmore smallfirms havebeen beingthe majorplayers inthe internationalbusiness.? (2)Challenges?-Need differenceinthedifferent regionsand countries.?-More andmore plicatedmarket environment.?-More andmore intensivepetition inthe globalmarketplace.105.Group Discussion (1)What arethe recenttrends inworld trade?Will expansionof worldtrade inthe futurefollow thesetrends? (2)Does increasedworldtrademean increasedrisk? (3)What impactdo globallinkageshaveon firmsand consumers? (4)Describe someopportunities andchallenges ininternational marketingcreated bynew advancesin informationtechnology?116.Assignments? (1)Using WorldTrade Organizationdata,identify thefollowing:?-the topten exportingand importingcountries inworld merchandisetrade.?-the to