国际市场营销
International Marketing
授课教案
教材：药朝诚, 国际营销与全球战略 International Marketing & Global Strategy盆栽花卉
（英文版）中国财经出版
美国历任总统
菲利普·R·科特勒 《国际市场营销学》（英文版）中国人民大学出版
第一讲: 国际市场营销导论
Guiding Theory of the International Marketing
第二讲: 影响国际市场营销的因素
Impacts on the International Marketing
第三讲: 营销战略 Marketing Strategy
第四讲: 营销计划与行动 Marketing Plan and Actions
第五讲: 国际市场调研 International Market Rearch
第六讲: 产品与服务 Products and Services
第七讲: 国际市场价格策略 Pricing for International Markets
第八讲: 国际市场进入战略 International Market Entry Strategies
第九讲: 国际营销渠道 International Marketing Channels 眉笔怎么用
第十讲: 整合式营销传播 Integrated Marketing Communications
第十一讲: 罗马数字符号国际营销环境中的文化差异
International Marketing and Cultural Differences
第十二讲:管理文化差异 Managing the Cultural Differences
第一讲: 国际市场营销导论
Guiding Theory of the International Marketing
一、市场营销学的基础知识 Marketing Esntials
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others.深反义词
Marketing is managing profitable customer relationships.
● Marketing decision factors
● Aspects of the domestic environment
Learning objectives:
● The marketing definition
● The importance of the marketing
● The procession of becoming a marketer
二、国际市场营销 International Marketing
International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and rvices to consumers or urs in more than one nation for a profit..
● The international marketing task
● Aspects of the foreign environment
● Environmental Adaptation Needed
● Stages of international marketing involvement
● International marketing
● Global marketing
三、 国际市场营销与国际贸易International Marketing & International Trade遴选面试真题及答案
国际贸易：
国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible rvices among the nations
国与国之间分工的结果 Outcome of the International Labor Division
国际贸易与国际营销的共同点:
What are in common for the both?
⏹ 经营活动的目的：获取利润
Business Purpo: Earning profit
⏹ 交换对象：商品和劳务
Exchange: Commodities and labor Services
⏹ 经营环境：复杂的国际环境
Environment: International, with complexity
⏹ 理论基础：比较利益学说,国际产品生命周期
Theories: Comparable Advantage,
Product Life Cycle
四、 企业走向国际市场的动因 Why Companies go international ?
● 国内市场需求饱和及市场竞争激烈
● 国际市场的吸引力
● 政府的支持和鼓励
● 科技的发展提供了物质前提
● 学习先进的科学技术和管理经验
五、 国际营销面临的形势与挑战
The Challenging Situation
⏹ 经济全球化 Economic Globalization
⏹ 国际市场竞争 International Competition
⏹ 贸易保护主义 Trade Protectionism
⏹ 贸易区域集团化 Regional Economic Bloc
六、国际市场营销的战略思考 Strategic Consideration
⏹ 传统观念：20世纪60年代以前，生产观念、产品观念、 推销观念，以生产为导向，从产品出发，在国际营销中只调整分销。
⏹ 营销新观念： 20世纪60年代，西方国家市场形成买方市场格局，以国际市场顾客需求为中心组织资源和人力，运用国际市场营销组合策略占领国际市场。
⏹ 营销战略观念：20世纪80年代，从以顾客为中心转向研究公司外部环境；在追求企业利益同时，考虑社会相关群体利益。
⏹ 全球营销观念：跨国公司的经营哲学，将产品销售到全球，满足全球目标顾客的需求。
思考题：
1．What are the differences between the Marketing and the International Marketing?
2. Describe the International Marketing Environment
3. Why should companies go international ？
4. “The marketer’s task is the same whether applied in Texas or Tanzania.” Discuss.
5. How can the incread interest in international marketing on the part of U.S. firms be explained?
第二讲： 影响国际市场营销的主要因素
Main Impacts on the International Marketing
首长秘书
一、 国际市场营销文化环境 International Cultural Environment
- Cultural
- Importance of culture to international marketing
- Elements of Culture
- Cultures Knowledge
二、国际市场营销经济环境 International Economic Environment
- International economic environment
- Regional economic organization
三、国际市场营销政治环境 The Political Environment: A Critical Concern
No company, domestic or international, large or small, can conduct business without considering the influence of the political and legal environment within which it operates.
● The sovereignty of nations
● Stability of government policiesautocad教程
● Political parties
● Nationalism
● Political risks of global business
● Confiscation, expropriation, and Domestication
四、国际市场营销法律环境The International Legal Environment: Playing by the Rules
Learning Objectives:
● The four heritages of today’s legal systems
● The important factors in jurisdiction of legal disputes
● Issues associated with jurisdiction of legal disputes and the various methods of dispute resolution
