Teaching and seminar,case study Chapter 5 Global Customers (一)目的与要求 1.Know the importance of economic cooperation and preferential trade arrangements 2.Identify the various regional markets and their characteristics 3.Identify the buy behavior of various regional markets. (二)教学内容 1.Regional Market Characteristics 2.Marketing in Transitional Economics and Less Developed Countries 3.Global Buyers 4.The Global Marketing Planning (三)思政元素 1.Regional Comprehensive Economic Partnership(RCEP) 2.Significance of Shanghai Cooperation Organization (四)思考与实践 1.Describe the similarities and differences of a free trade area,a customs union,a common market,and an economic union.Give an example of each area. 2.What are the major characteristics of the world's regional markets?Which is the fastest growing?Why? 3.What is the significance of the value equation for global marketers? (五)教学方法与手段 Teaching and seminar,case study Chapter 6 Global Marketing Information Systems and Research 6
6 Teaching and seminar, case study Chapter 5 Global Customers （一）目的与要求 1. Know the importance of economic cooperation and preferential trade arrangements 2. Identify the various regional markets and their characteristics 3. Identify the buy behavior of various regional markets. （二）教学内容 1. Regional Market Characteristics 2. Marketing in Transitional Economics and Less Developed Countries 3. Global Buyers 4. The Global Marketing Planning （三）思政元素 1. Regional Comprehensive Economic Partnership (RCEP) 2. Significance of Shanghai Cooperation Organization （四）思考与实践 1. Describe the similarities and differences of a free trade area, a customs union, a common market, and an economic union. Give an example of each area. 2. What are the major characteristics of the world’s regional markets? Which is the fastest growing? Why? 3. What is the significance of the value equation for global marketers? （五）教学方法与手段 Teaching and seminar, case study Chapter 6 Global Marketing Information Systems and Research
(一)目的与要求 1.To understand the key global information needs of a company 2.To appreciate the impact of globalization on the marketing research discipline 3.To learn how environmental differences impinge on primary and secondary research (二)教学内容 1.Overview of Global Marketing Information System 2.Sources of marketing Information 3.Formal Marketing Research 4.Current Issues in global Marketing Research 5.An Integrated Approach to Information Collection (三)思政元素 1.The effects of China's science and technologic development on marketing environment and consumer behavior,which includes 5G,artificial intelligence,blockchain, digital currency,and so on (四)思考与实践 1.What is the major source of information for headquarters executives of global companies? 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 marketing research process. (五)教学方法与手段 Teaching and seminar,case study Chapter 7 Segmentation,Targeting and Positioning
7 （一）目的与要求 1. To understand the key global information needs of a company 2. To appreciate the impact of globalization on the marketing research discipline 3. To learn how environmental differences impinge on primary and secondary research （二）教学内容 1. Overview of Global Marketing Information System 2. Sources of marketing Information 3. Formal Marketing Research 4. Current Issues in global Marketing Research 5. An Integrated Approach to Information Collection （三）思政元素 1.The effects of China’s science and technologic development on marketing environment and consumer behavior, which includes 5G, artificial intelligence, blockchain, digital currency, and so on （四）思考与实践 1. What is the major source of information for headquarters executives of global companies? 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 marketing research process. （五）教学方法与手段 Teaching and seminar, case study Chapter 7 Segmentation, Targeting and Positioning