日志

绍兴文理学院《国际市场营销》（英）教学大纲

已有 1098 次阅读 2011-6-20 11:33 | 市场营销, 文理学院, 绍兴, 教学

课程编号:11099050 开课对象:国际贸易专业

学时:35 课程类别:限制性选修课

学分:2 英文译名: INTERNATIONAL AND GLOBAL MARKETING

一课程的任务与目的：

本课程是对国际贸易专业开设的一门专业主干课。它的任务是用英文原版向学生全面系统地传授国际市场营销学的理论和实务。

通过学习，学生应掌握国际经济、政治、法律等环境对国际市场营销的影响，并掌握国际市场营销的基本战略，正确使用国际产品策略、定价策略、销售渠道策略以及促销策略等方法和技术分析问题。学生还应掌握国际市场营销的专业英语词汇，并能顺利阅读英文案例与相关资料。

二课程内容与基本要求：

PART Ⅰ

INTRODUCTION

学生需掌握的内容：Export market entry vehicles; risk assessment; how to tailor the marketing mix to meet the needs and expectations of selected international target markets.

学生要熟悉的内容：The dichotomy of international marketing v.s. global marketing; the arguments of international marketing and global marketing; what is a global manager; three groups of international specialists: business managers, country managers, and functional managers.

学生需了解的内容：The importance of international marketing; the three self-reinforcing megatrends: homogenizations of global youth cultures, freer markets around the world, and the convergence of global economic development, technology.

1.1. International and Global Marketing: An Overview

1.1.1． Barriers to exporting

1.1.2． Export market entry vehicles

1.1.3． The multinational firm and the global corporation

1.1.4． Risk assessment

1.1.5． International marketing research and intelligence

1.1.6. The international marketing mix

1.2. The Globalization of Markets

1.2. 1. Living in the republic of technology

1.2.2. Vindication of the model T

1.2.3. The hedgehog knows

1.2.4. A failure in global imagination

1.2.5. How to make a creative analysis

1.2.6. Cracking the code of western markets

1.3 The Myth of Globalization

1.3.1. The traditional perspective on international marketing strategy

1.3.2. The global standardization philosophy: the underlying assumptions

1.3.3. Requisite conditions for global standardization

1.3.4. Operational constraints to effective implementation of a standardization strategy

1.3.5. A framework for classifying global strategy options

1.4. Toward Global Convergence

1.4.1. The McDonald’s generation

1.4.2. From McDonald’s to MTV

1.4.3. Looking through the trendline

1.4.4. The macro trend: free markets

1.4.5. Youth, freed trade, and competitive convergence

1.5. What Is a Global Manager?

1.5.1. The business manager: strategist + architect + coordinator

1.5.2. The country manager: sensor + builder + contributor

1.5.3. The functional manager: scanner + cross-pollinator + champion

1.5.4. The corporate manager: leader + talent scout + developer

PARTⅡ

THE ENVIRONMENT OF INTERNATIONAL AND GLOBAL MARKETING

学生需掌握的内容: The concept and institutions of culture; the cultural understanding and kills needed for successful international negotiations; the multidimensional aspects of capitalism.

学生要熟悉的内容：The cross-cultural communications to international marketers; how to avoid business blunders abroad, especially those relating to product positioning, promotional programs, band names, and packaging.

学生需了解的内容：The adaptive post-bubble marketing strategies of Japanese firms.

The Cultural and Economic Environment

2.1 The Silent Language in Overseas

2.1.1. Language of time

2.1.2. Language of space

2.1.3. Language of things

2.1.4 Language of friendship

2.1.5. Language of agreements

2.2. How to Avoid Business Blunders Abroad

2.2.1. Picking the package

2.2.2. Changing the product

2.2.3. The language barrier

2.2.4. Respecting nationalism

2.2.5. Problems with promotions

2.2.6. Observing local customs

2.2.7 Be sure it translates

2.3. The Importance of Culture in International Business Negotiations

2.3.1. Negotiation styles in other countries

2.3.2. Problems at the level of language

2.3.3. Summary descriptions based on the videotapes

2.3.4. Differences in values

2.3.5. Thinking and decision-making processes

2.3.6. Implications for managers

2.4. The Implications of Other Forms of Capitalism

2.5. Japanese Marketing in the Post –Bubble Era

2.5.1. Changing consumer

2.5.2. Changes in competition

2.5.3. Japanese firms’ strategies

2.5.4. Japanese competitiveness abroad

The Legal and Political Environment

2.6. From GATT to WTO

2.6.1. A brief history of trade

2.6.2. The birth of WTO

2.6.3. The foundation of the new order

2.6.4. Positive sums from cooperation

2.7. Intellectual Property Rights: Changing Levels of Property Rights: Changing Levels of Protection under the GATT, NAFTA, and the EU

2.7.1. The protection of intellectual property rights in the GATT

2.7.2. Protection of intellectual property rights in EU

2.7.3. Protection of intellectual property rights in NAFTA

2.7.4. Changing perspectives in the developed countries

2.7.5. Managerial implications

2.8. Nontariff Barriers and Entry Strategy Alternatives: Strategic Marketing Implications

2.8.1. Non-Tariff barriers

2.8.2. Types of non-tariff barriers

2.8.3. Entry strategies

2.8.4. Implications

PART Ⅲ

INTERNATIONAL AND GLOBAL MARKETING STRATEGY

学生需掌握的内容：The concepts of joint venture; the cooperation strategy options; joint ventures and competitive success requirements.

学生需了解的内容：The performance of Japanese firms and U.S. firms on marketing strategies; the factors that lead to joint ventures success in Russia; the motivations for joint ventures formational.

3.1. Global Strategy as a factor in Japanese Success

3.1.1. Stages of a total global strategy

3.1.2. Industry drivers of global strategy

3.1.3. Japanese use of globalized strategy

3.1.4. Empirical evidence on use of global strategy

3.1.5. Links to other explanations of Japanese success

3.2. Success Strategies for Russian-Foreign Joint Ventures

3.3. Why Joint Ventures Fail

3.3.1. Joint ventures defined

3.3.2. Joint ventures and competitive success requirements

3.3.3. Evaluating joint ventures

PART Ⅳ

INTERNATIONAL AND GLOBAL MARKETING OPERATIONS

学生需掌握的内容：Key oral and written communication principles for the international marketers; the six key variables in setting prices for exported products and services.

学生要熟悉的内容：The visualized concepts for products; the similarities and differences of salesperson motivation and management in U.S. and Japan; franchising system.

学生需了解的内容：The different ways of product development in U.S. and Japan; the influence of national and international standards to the development and marketing of products and service; the harmonization of standards in the E.U. and the impact on U.S. business; the internet impact on global marketing; the guide for decision makers faced with the opportunities and risks of transfer pricing; the ten steps to success in foreign markets; the exporter’s guide to selecting foreign sale agents and distributors.

Products and Services

4.1. Product Development—the Japanese Way

4.2. Developing Global Strategies for service Business

4.2.1. Understanding the nature of services

4.2.2. Industry globalization drivers

4.2.3. Service effects in global strategy

4.2.4. Discussion: implications for theory and practice

4.3. The Harmonization of Standards in the European Union and the impact on U.S. Businesses

4.3.1. History of European standardization

4.3.2. Effects of European standardization on American firms

4.4. The Roller Coaster Ride to Global Satellites Marketing

Promotional Strategies

4.5. Global Ads Say it With Pictures

4.6. International Communications: An Executive Primer communications

4.7. The Internet and International Marketing

4.7.1. The impact on markets: effects on efficiency

4.7.2. Internal implications: the intranet

4.7.3. External implications: global product reach

4.7.4. Challenges for international marketers

4.7.5. Government influence and involvement

4.8. Managing Your Sales Force in Japan and the U.S.

Pricing Issues

4.9. Unraveling the Mystique of Export Pricing

4.9.1. Pricing literature

4.9.2. Factors in export pricing

4.9.3. Alternative approaches to pricing

4.10. Transfer Pricing by Multinational Marketers: Risky Business

4.10.1. Transfer pricing today

4.10.2. Transfer pricing methods

4.10.3. Transfer pricing strategies: the light at the end of the tunnel

Distribution Strategies

4.11. Executive Insights: The 10-Step Road Map to Success in Foreign Markets

4.11.1. Sequence of steps required to get into international markets

4.11.2. Overview of the 10-step road map

4.11.3. Financial management throughout the internationalization process

4.12. An Exporter’s Guide to Selecting Foreign Sales Agents and Distributors

4.12.1. Identifying candidates

4.12.2. Qualifying candidates

4.12.3. Meeting with candidates

4.13. Franchising Systems around the Globe: A Status Report

4.13.1. The diffusion of franchise systems

4.13.2. Franchising survey

4.13.3. Summary and implications

PART Ⅴ

ETHICAL ISSUES

学生需熟悉的内容：The principles that can help managers work through the maze of cultural differences and establish code of conduct for globally ethical business practice; the infant formula controversy; the effects of adverting and promotion on the consumption of the product in79 less-developed countries.

学生要了解的内容：The similarities and differences in ethical systems in the U.S. and Russia.

5.1. Values in Tension: Ethics Away from Home

5.1.1. Balancing the extremes: three guiding principles

5.1.2. Defining the ethical threshold: core values

5.1.3. Creating an ethical corporate culture

5.1.4. Conflicts of development and conflicts of tradition

5.1.5. Guidelines for ethical leadership

5.2. Finding the Common Ground in Russian and American Business Ethics

5.3. A Macroeconomics Study of the Effects of Promotion on the Consumption of Infant Formula in Developing Countries

5.3.1. Background literature

5.3.2. Methods

5.3.3. Results