《国际市场营销学（双语）》课程教学大纲 一、课程基本信息 课程代码：16134003 课程名称：国际市场营销学（双语） 英文名称：International Marketing 课程类别：专业必修课 时：48 学 分：3 适用对象：国际贸易本科学士 老核方式：考试 先修课程：国际贸易 二、课程简介 As global economic growth occurs,understanding marketing in all cultures is increasingly important.This course is a theoretical and practical course,in the interpretation of the basic theory of marketing at the same time,combined with the actual business case analysis. International Marketing addresses global issues and describes concepts relevant to all international marketers,regardless of the extent of their international involvement.Not all firms engaged in overseas marketing have a global perspective,nor do they need to It is with this future that the sixteenth edition of International Marketing is concerned Emphasis is on the strategic implications of competition in different country markets.An environmentalcultural approach to international marketing permits a truly global orientation.The text is designed to stimulate curiosity about management practices of companies,large and small,seeking market opportunities outside the home country and to raise the reader's consciousness about the importance of viewing international marketing management strategies from a global perspective.Although this revised edition is infused throughout with a global orientation,export marketing and the operations of smaller companies are also included.Issues specife to exporting are discussed where strategies applicable to exporting arise,and examples of marketing practices of smaller companies are examined
1 《国际市场营销学（双语）》课程教学大纲 一、课程基本信息 课程代码：16134003 课程名称：国际市场营销学（双语） 英文名称：International Marketing 课程类别：专业必修课 学 时：48 学 分：3 适用对象：国际贸易本科学士 考核方式：考试 先修课程：国际贸易 二、课程简介 As global economic growth occurs, understanding marketing in all cultures is increasingly important. This course is a theoretical and practical course, in the interpretation of the basic theory of marketing at the same time, combined with the actual business case analysis. International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. Not all firms engaged in overseas marketing have a global perspective, nor do they need to. It is with this future that the sixteenth edition of International Marketing is concerned. Emphasis is on the strategic implications of competition in different country markets. An environmental∕cultural approach to international marketing permits a truly global orientation. The text is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside the home country and to raise the reader’s consciousness about the importance of viewing international marketing management strategies from a global perspective. Although this revised edition is infused throughout with a global orientation, export marketing and the operations of smaller companies are also included. Issues specifc to exporting are discussed where strategies applicable to exporting arise, and examples of marketing practices of smaller companies are examined
三、课程性质与教学目的 本课程是一门全英课程，是专门针对国际贸易的本科学士开设的一门专业必修 课。 通过本课程的学习，首先，使学生对国际营销的学科体系有一个全面的认识，为 学生进一步学习其它专业知识奠定学科基础，并使之具有较完备、合理的知识结构和 实践能力。其次，使学生能明确理解国际营销特点、作用：弄懂各种概念、范畴等基 本知识：掌握运用各种分析方法。再次，培养学生理论联系实际的能力，在今后的实 际工作和生活中，能将营销学的知识贯穿其中。最后，还要教会学生理论分析，使他 们能够分析社会经济现象的具体营销事例并能以报告的形式给出分析结果和合理化 建议。 四、教学内容及要求 PART ONE Chapter 1 The Scope and Challenge of International Marketing (一)目的与要求 of markets 2.The changing face ofU.S.business 3.The scope of the international marketing task. 4.The importance of the self-reference criterion(SRC)in international marketing 5.The increasing importance of global awareness 6.The progression of becoming a global marketer (二)教学内容 Section1.Fundamental concepts Customer Needs,Wants,and Demands customer relationships to capture value from customers in return. International marketing is the performance of business activities designed to plan,price, promote,and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit. international marketing and d lomestic marketing. tacticntaerttBsBossacrgcamw Country/M Section3.The International Marketing Task The international marketer's task is more complicated than that of the domestic marketer because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one.Uncertainty is created by the uncontrollable elements of all
2 三、课程性质与教学目的 本课程是一门全英课程，是专门针对国际贸易的本科学士开设的一门专业必修 课。 通过本课程的学习，首先，使学生对国际营销的学科体系有一个全面的认识，为 学生进一步学习其它专业知识奠定学科基础，并使之具有较完备、合理的知识结构和 实践能力。其次，使学生能明确理解国际营销特点、作用；弄懂各种概念、范畴等基 本知识；掌握运用各种分析方法。再次，培养学生理论联系实际的能力，在今后的实 际工作和生活中，能将营销学的知识贯穿其中。最后，还要教会学生理论分析，使他 们能够分析社会经济现象的具体营销事例并能以报告的形式给出分析结果和合理化 建议。 四、教学内容及要求 PART ONE Chapter 1 The Scope and Challenge of International Marketing （一）目的与要求 1. The benefits of international markets 2. The changing face of U.S. business 3. The scope of the international marketing task. 4. The importance of the self-reference criterion (SRC) in international marketing 5. The increasing importance of global awareness 6. The progression of becoming a global marketer （二）教学内容 Section1. Fundamental concepts Customer Needs, Wants, and Demands Section2. What is Marketing? What is International Marketing? Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return. International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. The difference between international marketing and domestic marketing. Country/ Marketer’s task/ Business goal/ Business goal / Marketing environment Section3. The International Marketing Task The international marketer’s task is more complicated than that of the domestic marketer because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one. Uncertainty is created by the uncontrollable elements of all
business environments,but each foreign country in which a company operates adds its own (三)思考与实践 1.掌握书上本章概念。 Needs,wants and demand Market Inte national marketing Domestic ent Foreign environment Self-reference criterion Controllable elements ncontrollables Global awareness Uncontrollable elements 2.完成本章书后练习题。 (1)What's the structure of the text? (2)"The marketer's task is the same whether applied in Dimebox,Texas,or Dar es Salaam Tanzania"Discuss (3)Ho can the increased interest in international marketing on the part of U.S.firms be Discuss the four phases of nree fac 7 (四)教学方法与手段 1.教学方法：课堂讲授：课堂练习。 2教学手段：多煤体教学。 PARTTWO International Marketing Environment Chapter 3 History and Geography:The Foundations of Culture (一)目的与要求 fhistory and geography n nderstanding intemational mak 2 The effects of history oun 3.The effect of geographic diversity on economic profiles of a country 4.Why marketers need to be responsive to the geography of a country 5.The economic effects of controlling population growth and aging populations 6.Communication infrastructures are an integral part of international commerce (二)教学内容 Sectionl.The Definitions of Culture Culture is the sum of the"values.rituals.symbols.beliefs.and thought processes that are learned,shared by a group of people,and transmitted from generation to generation". Expansion:DAccording to the rep oort of the 19th National Cong s of the Communist nfider the Iof a co Without Chines a prosperity, e no great rejuven
3 business environments, but each foreign country in which a company operates adds its own （三）思考与实践 1. 掌握书上本章概念。 Needs, wants and demand Market International marketing Domestic environment Foreign environment Self-reference criterion Controllable elements Uncontrollables Global awareness Uncontrollable elements 2. 完成本章书后练习题。 (1) What’s the structure of the text? （2） “The marketer’s task is the same whether applied in Dimebox, Texas, or Dar es Salaam, Tanzania.” Discuss （3） How can the increased interest in international marketing on the part of U.S. firms be explained? （4） Discuss the four phases of international marketing involvement. （5） Differentiate between a global company and a multinational company. （6） Discuss the three factors necessary to achieve global awareness. （7） Define and discuss the idea of global orientation. （四）教学方法与手段 1. 教学方法：课堂讲授；课堂练习。 2. 教学手段：多媒体教学。 PART TWO International Marketing Environment Chapter 3 History and Geography: The Foundations of Culture （一）目的与要求 1. The importance of history and geography in understanding international markets 2. The effects of history on a country’s culture 3. The effect of geographic diversity on economic profiles of a country 4. Why marketers need to be responsive to the geography of a country 5. The economic effects of controlling population growth and aging populations 6. Communication infrastructures are an integral part of international commerce （二）教学内容 Section1. The Definitions of Culture Culture is the sum of the “values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation”. Expansion: ①According to the report of the 19th National Congress of the Communist Party of China, culture is the soul of a country and a nation. Without a high degree of cultural confidence and cultural prosperity, there will be no great rejuvenation of the Chinese nation
Geeal seretary Xi Jinping pointed that buildingas soialist and pre equisite for the great rejuvenation of the Chinese nation The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China adopted the p oposal of the Central Committee of the Communist Party of China on formulating the 14th five year plan for national economic and social development and the long-term goal for the year 2035(hereinafter referred to as the"proposal"),which clearly puts forward the long-term goal of building a strong cultural country by 2035, and emphasizes promoting the construction of a socialist cultural power during the "14th five year plan"period. Origins History Peers Management style Origins.Elements.and Consequence of Culture Section2.Geography and Global Markets Geography (broadly defined here to include climate.topography,flora,fauna,and microbiology)has influenced history,technology,econom ocial institutions perhaps even the boy-to-girl birth ratio,and,yes,our ways of thinking Geographical influences manifest themselves in our deepest cultural values developed through the millennia. 1Climate and Topography ②Geo Responsibility&Environmental Managemen 4Resources Section3.Populations essary to know abouts /rates of g owth /age levels /population control /population decline and aging/worker shortage and immigration 1 Global Population Trends
4 ②General secretary Xi Jinping pointed out clearly that building a strong socialist cultural power is the foundation and prerequisite for the great rejuvenation of the Chinese nation. ③The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China adopted the proposal of the Central Committee of the Communist Party of China on formulating the 14th five year plan for national economic and social development and the long-term goal for the year 2035 (hereinafter referred to as the "proposal"), which clearly puts forward the long-term goal of building a strong cultural country by 2035, and emphasizes promoting the construction of a socialist cultural power during the "14th five year plan" period. Origins, Elements, and Consequence of Culture Section2. Geography and Global Markets Geography (broadly defined here to include climate, topography, flora, fauna, and microbiology) has influenced history, technology, economics, our social institutions, perhaps even the boy-to-girl birth ratio, and, yes, our ways of thinking. Geographical influences manifest themselves in our deepest cultural values developed through the millennia. ①Climate and Topography ②Geography, Nature & Economic Growth ③Social Responsibility & Environmental Management ④Resources Section3. Populations Necessary to know about: rural/urban population shifts /rates of growth /age levels /population control /population decline and aging /worker shortage and immigration ① Global Population Trends
2Population Control Issues Population Decline and Aging ④The Popu lation Struc Expansion:The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China proposed to raise people's income level,strengthen the employment priority policy,build a high-quality education system,improve the multi omprehensively promote the onstruction of a h he nat strategy to actively respond to the aging population,and and inn gove anc ②General ecretary Xi Jinping put forward in the nineteen major reports of the party: ely respond to the aging of the popuanon.and bund a policy system for the erly,and the social environment" 1.掌握本章概念 Culture Geography Climate and Topography Social Responsibility Environmenta Management 2.完成本章书后练习。 (1)Why study geography in international marketing? (2)How does an understanding of history help an international marketer (3)Some say the global environment is a global issue rather than a national one.What does this mean? (4)Pick a country and show how employment and topography affect marketing within the country. (5)The marketer"should also examine the more complex effect of geography on general market characteristics,distribution systems,and the state of the economy."Comment (6)The world population pattern is shifting from rural to urban areas Discuss the mifications (7)Select a y with able ation pop and one with a rapidly growing population Contrast the eting implications of these two situations (四)教学方法与手段 1.教学方法：课堂讲授：课堂练习。 2.教学手段：多媒体教学。 Chapter 4 Cultural Dynamics in Assessing Global Markets (一)目的与要求 1.The importance of culture to an international marketer 2.The origins of culture 3.The elements of culture 4.The impact of cultural borrowing 5.The strategy of planned change and its consequences (一)教学内容 Section1.A CASE EQUITIES AND Ebay -CULTURE GETS IN THE WAY Section2.Culture's Pervasive Impact 5
5 ②Population Control Issues ③Population Decline and Aging ④The Population Structure Expansion: ①The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China proposed to raise people's income level, strengthen the employment priority policy, build a high-quality education system, improve the multilevel social security system, comprehensively promote the construction of a healthy China, implement the national strategy to actively respond to the aging population, and strengthen and innovate social governance. ②General secretary Xi Jinping put forward in the nineteen major reports of the party: "actively respond to the aging of the population, and build a policy system for the elderly, the elderly and the elderly, and the social environment". （三）思考与实践 1. 掌握本章概念. Culture Geography Climate and Topography Social Responsibility Environmental Management 2. 完成本章书后练习。 （1） Why study geography in international marketing? （2） How does an understanding of history help an international marketer （3） Some say the global environment is a global issue rather than a national one. What does this mean? （4） Pick a country and show how employment and topography affect marketing within the country. （5） The marketer “should also examine the more complex effect of geography on general market characteristics, distribution systems, and the state of the economy.” Comment （6） The world population pattern is shifting from rural to urban areas. Discuss the marketing ramifications. （7） Select a country with a stable population and one with a rapidly growing population. Contrast the marketing implications of these two situations. （四）教学方法与手段 1. 教学方法：课堂讲授；课堂练习。 2. 教学手段：多媒体教学。 Chapter 4 Cultural Dynamics in Assessing Global Markets （一）目的与要求 1. The importance of culture to an international marketer 2. The origins of culture 3. The elements of culture 4. The impact of cultural borrowing 5. The strategy of planned change and its consequences （二）教学内容 Section1. A CASE EQUITIES AND Ebay –CULTURE GETS IN THE WAY Section2. Culture’s Pervasive Impact