国际市场营销(双语)教学大纲.pdf

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1、=Word 行业资料分享-可编辑版本-双击可删=源-于-网-络-收-集 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：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

2、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.Th.Definition of IM.The IM task:controllable environment;Domestic uncontrollable environment;Foreign uncontrollable environment;.The self-reference criterion and ethnocentrism 1.The scope of the

3、 international marketing task 2.The changing face of U.S.business 3.The importance of the self-reference criterion(SRC)in international marketing lecture 2.Global Awareness.Stages of IM involvement.Strategic orientation 1.The increasing importance of global awareness Stages of IM involvement 3.Strat

4、egic orientation lecture，case analysis 2 Chapter 2 The Global Environment of International Marketing.GATT and WTO.The International Monetary Fund and World Bank Group 1.The importance of GATT and the WTO 2.The emergence of the International Monetary Fund and World Bank Group lecture 2=Word 行业资料分享-可编

5、辑版本-双击可删=源-于-网-络-收-集.Protests against Global Insitutions .Global Markets and Multinational Market Groups.Europe.The Americas.Asia-Pacific Rim.Marketing in a Developing Country 1.The evolution of the European Community to the European Union 2.The development of trade within the Asia-Pacific Rim 3.The

6、 growth of developing markets and their importance to regional trade lecture 2 Chapter 3 History and Geography:The Foundations of Culture .Historical perspective in Global business.Geography and global markets 1.The Importance of History and Geography in the Understanding of International Markets 2.

7、History and Contemporary Behavior 3.Manifest Destiny and Monroe Doctrine lecture 2 .Dynamics of global population trends;.World trade routes.Communication links 1.Marketer need to be responsive to geography of a country 2.Economic effects of controlling population growth versus aging population 3.Co

8、mmunications are an integral part of international commerce lecture 2 Chapter 4 Cultural Dynamics in Assessing Global Markets.Cultures Pervasive Impact.Definitions and Origins of Culture；Definitions and Origins of Culture.lecture 2.Elements of Culture.Cultural Knowledge .Culture Change 1.Elements of

9、 Culture 2.Change of Culture lecture 2 Chapter 5 Culture,Management Style,and Business Systems.Required Adaptation；.The Impact of American Culture 1.The necessity for adapting to culture difference 2.The Impact of American Culture lecture 2.Management styles Around the world.Gender bias in internati

10、onal business.1.How and why management styles vary around the world 2.The extent and lecture 2=Word 行业资料分享-可编辑版本-双击可删=源-于-网-络-收-集 implications of gender bias in other countries.Business Ethics .Cultures Influence on Strategic Thinking.A Synthesis,Relationship-Oriented versus Information-Oriented Cul

11、ture 1.The importance of cultural differences in business ethics 2.The differences between relationship-oriented versus information-oriented culture lecture 2 Chapter 6 The Political Environment.The Sovereignty of Nations；.Stability of Government Policies .Political Risks of Global Business 1.What d

12、oes 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 stability lecture 2.Forcasting Political Risks.How to assess the effect of political risks Lecture，cas

13、e analysis 2.Reducing Political Vulnerability.Government Encouragement 1.How to reduce political risks.2.How and why governments encourage foreign investment lecture 2 Chapter 7 The International Legal Environment.Bases for Legal Systems；.Jurisdiction in International Legal Disputes；.International D

14、ispute Resolution；1.The four heritages of todays legal systems 2.The important factors in jurisdiction of legal disputes 3.Issues associated with jurisdiction of legal disputes and the various methods of dispute resolution lecture 2.Product of intellectual property Rights:A Special Problem；.Commerci

15、al Law within Countries；.Cyberlaw:Unresolved Issues 1.The unique problems of protecting intellectual property rights internationally.2.Ways to protect against piracy and counterfeiting 3.The many issues of evolving cyberlaw lecture 2 Chapter 8 Developing a Global Vision through Marketing Research .B

16、readth and Scope of 1.The importance of problem definition in international research lecture，case analysis 2=Word 行业资料分享-可编辑版本-双击可删=源-于-网-络-收-集 International Marketing Research；.Collecting Information:Unisys Corporations Way；.The Research Process 2.What types of information should be collect and the

17、 research process .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 methods lectu

18、re 2.Problems of Gathering Primary Data.Multicultural Research:A Special Problem；.Research on the Internet:A Growing Opportunity；1.The problems of gathering primary data 2.Multicultural Research and the research on the Internet 2.Estimating Market Demand；.Problems in Analyzing and interpreting resea

19、rch information；.Responsibility for Conducting Marketing Research.1.How to estimate market demand.2.The problems in analyzing and interpreting research information lecture 2 Chapter 9 Global Marketing Management:Planning and Organization.Global Marketing Management:An Old Debate and a New View；.Plan

20、ning for Global Markets；1.How global marketing management differs from international marketing management 2.The increasing importance of international strategic alliances 3.The need for planning to achieve company goals lecture 2.Foreign Market-Entry Strategies.Organizing for Global Competition 1.Th

21、e important factors for each alternative market-entry strategy 2.The types of organization for global competition lecture，case analysis 2 Chapter 10 Products and Services for Consumers.Quality；.Products and Culture.Analyzing Product Components for Adaptation 1.The importance of offering a product su

22、itable for the intended market 2.The relationship between product acceptance and the market into which it is introduced 3.The product components lecture 2=Word 行业资料分享-可编辑版本-双击可删=源-于-网-络-收-集.Marketing Consumer Services Globally.Brands in International Markets 1.The four unique characteristics of serv

23、ice 2.A successful brand is the most valuable resource of a company lecture 2 Chapter 11 International Marketing Channels.Channel-of-Distribution Structures；.Distribution Patterns 1.The variety of distribution channels and how they affect cost and efficiency in marketing 2.The Japanese distribution

24、structure and what it means to Japanese customers and to competing importers of goods lecture 2.Alternative Middlemen Choices How many middlemen can you can chose and their characteristics lecture 2.Factors Affecting Choice of Channels .Locating，Selecting，and Motivating Channel 1.The factors affecti

25、ng choice of channels 2.How to locate，select，and motivate Channel lecture，case analysis 2 Chapter 12 Integrated Marketing Communications and International Advertising.Sales Promotions in International Markets；.International Public Relations.International Advertising 1.Local market characteristics th

26、at affect the advertising and promotion of products 2.The strengths and weaknesses of sales promotion and public relations in global marketing lecture，case analysis 2 .Global Advertising and the Communications Process.Failure in international marketing communications 1.The communications process 2.W

27、hen global advertising is most effective;when modified advertising is necessary lecture 2.Media planning and Analysis.Campaign execution and advertising agencies 1.How to plan and analysis the media 2.The types of advertising agencies.lecture 2 Chapter 13 Personal selling and sales management.Design

28、ing the sales force；1.The role of interpersonal selling in international marketing lecture 2=Word 行业资料分享-可编辑版本-双击可删=源-于-网-络-收-集.Recruiting marketing and sales personnel 2.The considerations in designing an international sales force.Selecting sales and marketing personnel 1.Selection criteria for int

29、ernational sales and marketing positions 2.Motivation techniques for international sales representatives lecture 2.Training for international marketing.Developing cultural awareness 1.The special training needs of international personnel 2.How to design compensation systems for an international sale

30、s force.lecture 2 Chapter 14 Pricing for International Markets .Pricing Objectives.Parallel Importation or Gray Markets .Approaches to International Pricing 1.Components of pricing as competitive tools in international marketing 2.The pricing pitfalls directly related to international marketing 3.Ho

31、w to control pricing in parallel imports or gray markets lecture 2.Price Escalation.Leasing in International Markets.Dumping 1.Price escalation and how to minimize its effect 2.The characteristics of leasing and dumping lecture 2.Approaches to Lessening Price Escalation.Countertrade as a Pricing Tool.Transfer Pricing Strategy 1.Countertrading and its place in international marketing practice 2.How to transfer price lecture 2 学习参考书（注明编者，出版社，出版时间及版次）：1、国际营销.凯特奥拉.机械工业出版社,2007 2、国际营销学.津科特.电子工业出版社,2004 3、全球营销.约翰逊.中国财政经济出版社,2004 4、跨国经营理论与实务.王林生.对外经济贸易出版社,1999