《国际市场营销双语》课程教学大纲.docx

1、国际市场营销（双语）课程教学大纲课程代号：MARK2016课程类别：专业必修课程授课对象：市场营销专业开课学期：春/秋总 学时：54学时 学分：3学分讲课学时：54学时实验学时：0学时实践学时：0学时指定教材：菲利普R.凯特奥拉，玛丽C.吉利，约翰L.格雷厄姆，赵银德、沈辉、张华译,国际市场营销学（原书第15版），机械工业出版社，2013年参考书目：1、菲利普-R.凯特奥拉、玛丽C.吉利、约翰-L.格雷厄姆，崔新健.国际营销（第14 版）（英文版）.北京：中国人民大学出版社，20092、菲利普R.凯特奥拉，玛丽C.吉利，约翰L.格雷厄姆，赵银德、周祖城、乔桂强.国际 市场营销学（原书第14版）

2、.北京：机械工业出版社，20093、Michael R. Czinkota, Ilkka A. Ronkainen.国际营销（第8版）.北京：北京大学出 版社，20074、卡瑞（Curry. J.E），俞利军.国际营销.上海：上海外语教育出版社，20095、甘碧群，彭星闾.国际市场营销学.北京：高等教育出版社，20066、维恩-特普斯特拉，拉维-萨拉特，郭国庆.国际营销（第8版）.北京：中国人民大 学出版社，20077、迈克尔-R.钦科陶，伊尔卡-A.隆凯宇，迈克尔-H.莫菲特，姚新超，史纪明.国际商 务（原书第7版）.北京：中国人民大学出版社，20118、迈克尔R.钦科陶，伊尔卡A.隆凯宇，

3、迈克尔H.莫菲特.国际商务（英文版-原书 第7版）.北京：机械工业出版社，20109、沃伦J.基根，马克C.格林，傅慧芬，戚永翔，郭晓凌.全球营销学（第4版）.北 京：中国人民大学出版社，2009】0、菲利普-科特勒，凯文-莱恩-凯勒，王永贵.营销管理（第14版-全球版）.北京： 中国人民大学出版社，201211、加里阿姆斯特朗，楼尊.市场营销原理（第13版）.北京：中国人民大学出版社, 201012、加里阿姆斯特朗，菲利普-科特勒，吕一林.市场营销学（第9版）.北京：中国 人民大学出版社，201013、菲利普-科特勒，加里阿姆斯特朗.市场营销原理（第13版）（英文版）.北京： 清华大学出版社

4、，201114、加里阿姆斯特朗，菲利普-科特勒，赵占波，何志毅.市场营销学（英文第10版）. 北京：机械工业出版社，201115、菲利普-科特勒，凯文-莱恩-凯勒.营销管理（第12版）.上海：上海人民出版社， 200616、菲利普科特勒，凯文莱恩凯勒，洪瑞云.营销管理（英文版-亚洲版-第5版）. 北京：中国人民大学出版社，201117、纪宝成.市场营销学教程（第5版）.北京：中国人民大学出版社，2012教学目的：3. Compare the growth successes and potentials of India and China. List the advantages and d

5、isadvantages of each.4. Discuss the problems a marketer might encounter when considering the Marxist-socialist countries as markets.5. What arc the market opportunities and challenges in The Greater China?6. What are (he political issues swirling around the strong trade relationship between the U.S.

6、 and the PRC?7. Briefly describe three examples of strategies of MNCs in China and in India.8. Do you expect that China, then India, will follow the growth paths of Japan and South Korea? What factors are similar across the countries, and what is unique about each of these four?9. Describe the oppor

7、tunities and threats of entering the market in Bangladesh.10. Describe the economic interaction of China and its northern neighbors.11. How are China's marketing strategies abroad similar to and different from those of American firms?12. What can the United States, Europe, and China learn from t

8、he experiences of Japan during (he last 20 years?ChapterlZ Global Marketing Management: Planning and Organization课时：1周，共3课时教学内容：1. Global marketing management2. Planning for global markets3. Alternative market-entry strategiesExporting-Contractual agreementsStrategic international alliances一Direct f

9、oreign investment4. Organizing for global competitionLocus of decision-Centralized vs decentralized organizations思考题：1. Define strategic planning. How is strategic planning different for international marketing than domestic marketing?2. Discuss the effect of shorter product life cycles on a company

10、's planning process.3. What is the importance of collaborative relationships to competition?4. In phases one and two of the international planning process, countries may be dropped from further consideration as potential markets. Discuss some of the conditions in each phase that may exist in a c

11、ountry that would lead a marketer lo exclude a country.5. How will entry into a developed foreign market differ from entry into a relatively untapped market?6. Why do companies change their organizations when they go from being an international to aglobal company?7. Formulate a general rule for deci

12、ding where international business decisions should be made.8. Explain the popularity of joint ventures.9. Compare the organizational implications of joint ventures versus licensing.Chapterl3 Products and Services for Consumers课时：l周，共3课时教学内容：1. Quality2. Products and culture-Innovative products and c

13、ulture, diffusion of innovations, and production of innovations3. Analyzing product components for adaptation-Core component, packaging component, and support services component4. Marketing consumer services globally5. Brands in international markets-Global brands, national brands, country-of-origin

14、 effects and global brands, and private brands思考题：1. Debate the issue of global versus adapted products fbr the international market.2. Define the country-of-origin effect and give examples.3. The text discusses stereotypes, ethnocentrism, degree of economic development, and fads as the basis for ge

15、neralizations about country-of-origin effect on product perception. Explain each and give an example.4. Discuss product alternatives and the three marketing strategies: domestic market extension, multidomcstic market, and global market strategies.5. Discuss (he different promotional/producl strategi

16、es available to an international marketer.6. Products can be adapted physically and culturally for foreign markets. Discuss.7. What are the three major components of a product? Discuss their importance (o product adaptation.8. How can the knowledge of the diffusion of innovations help a product mana

17、ger plan his international investments?9. Discuss the four types of innovations. Give examples of the products which would be considered by the U.S. market as one type of innovation but a different type in another market. Support your choice.10. Discuss (he characteristics of an innovation which can

18、 account fbr differential diffusion rates.11. Discuss environmentally friendly” products and product development.Chapterl4 Products and Services for Businesses课时：l周，共3课时教学内容：1. Demand in global business-to-business marketsVolatility of industrial demand, stages of economic development, and technolog

19、y and market demand2. Quality and global standards3. Business scn iccsAfter-sale services, other business services4. Trade shows5. Relationship marketing in business-to-business思考题：1. What are the differences between consumer and industrial goods and what are the implications for international marke

20、ting? Discuss.2. Discuss how the various stages of economic development affect the demand for industrial goods.3. "Industrialization is typically a national issue, and industrial goods are the fodder for industrial growth." Comment.4. What role do service, replacement parts, and standards

21、play in competition in foreign marketing? Illustrate.5. Discuss the part industrial trade fairs and trade centers play in international marketing of industrial goods. What is the difference between industrial trade fairs and trade centers?6. Discuss how the characteristics that define the uniqueness

22、 of industrial products lead naturally to relationship marketing. Give some examples.7. Discuss some of the more pertinent problems in pricing industrial goods.8. What is the price-quality relationship? How does (his affect a U.S. firm's comparative position in world markets?9. Discuss the impor

23、tance of international business services to total U.S. export trade. How do most U.S. sen ice companies become international?10. Discuss the international market environment for international business services.Chapterl5 International Marketing Channels课时：1周，共3课时教学内容：1. Channcl-of-distribution struct

24、ures-Import-oriented distribution structure, Japanese distribution structure, and trends from traditional to modern channel structures.2. Distribution patterns3. Alternative Middlemen choices4. Factors affecting choice of channels5. Channel management6. The internet7. Logistics思考题：1. Discuss the dis

25、tinguishing features of the Japanese distribution system.2. Discuss the ways Japanese manufacturers control the distribution process from manufacturer to retailer.3. Describe the large-scale retail store law found in Japan and show how the Structural Impediments Initiative (SII) is bringing about ch

26、ange in Japanese retailing.4. To what extent, and in what ways, do the functions of domestic middlemen differ from their foreign counterparts?5. Why is the EMC sometimes called an independent export department?6. Discuss how physical distribution relates to channel policy and how they affect one ano

27、ther.7. Explain how and why distribution channels are affected as they are when the stage of development of an economy improves.8. In what circumstances is the use of a EMC logical?9. In what circumstances are trading companies likely to be used?10. How is the distribution channel structure affected

28、 by increasing emphasis on the government as a customer and by (he existence of state trading agencies?11. Review the key variables that affect the marketer's choice of distribution channels.12. Account, as best you can, for the differences in channel patterns which might be encountered in a hig

29、hly developed country and an underdeveloped country.13. Discuss the various methods of overcoming blocked channels.14. What strategy might be employed to distribute goods effectively in the dichotomous small-large middleman pattern which characterizes merchant middlemen in most countries?15. Discuss

30、 the economic implications of charging termination penalties or restricting the termination of middlemen. Do you foresee such restrictions in the United States?16. Discuss why Japanese distribution channels can be the epitome of blocked channels.Chapterl6 Integrated marketing Communications and Inte

31、rnational Advertising课时：1周，共3课时教学内容：1. Sales promotions in incernational markets2. International public relations3. International; advertising4. Advertising strategy and goals5. The message: creative challenges6. Media planning and analysis7. Campaign executives and advertising agencies8. Internatio

32、nal control of advertising: broader issues思考题：1. With satellite TV able to reach many countries, discuss how a company can use satellite TV and deal effectively with different languages, different cultures, and different legal systems.2. Outline some of (he major problems confronting an internationa

33、l advertiser.3. Review the basic areas of advertising regulation. Are such regulations purely foreignphenomena?4. How can advertisers overcome the problems of low literacy in their market?5. What special media problems confront the international advertiser?6. After reading the section in this chapte

34、r on direct mail, develop guidelines to be used by a company when developing a direct mail program.7. Will (he ability to broadcast advertisements over TV satellites increase or decrease the need for standardization of advertisements? What are the problems associated with satellite broadcasting? Com

35、ment.8. In many of the world's marketplaces, a broad variety of media must be utilized to reach the majority of the market. Explain.9. Cinema advertising is unimportant in the United States but a major media in such countries as Austria. Why?10. What is sales promotion and how is it used in inte

36、rnational marketing?11. Show how the communications process can help an international marketer avoid problems in international advertising.12. Take each of the steps in the communications process and give an example of how culture differences can affect the final message received.13. Discuss the pro

37、blems created because the communications process is initiated in one cultural context and ends in another.14. What is the importance of feedback in the communications process? Of noise?Chapterl7 Personal Selling and Sales Management课时：1周，共3课时教学内容：1. Designing the sales force2. Recruiting marketing a

38、nd sales personnel3. Selecting sales and marketing personnel4. Training for international marketing5. Motivating sales personnel6. Designing compensation systems7. Evaluating and controlling sales representatives8. Preparing U.S. personnel for foreign assignments9. Developing cultural awareness10. T

39、he changing profile of the global manager11. Foreign-language skills思考题：1. Why may it be difficult to adhere to set job criteria in selecting foreign personnel? What compensating actions might be necessary?2. Why do the global sales force cause special compensation problems? Suggest some alternate s

40、olutions.3. Under what circumstances should expatriate salesmen be utilized?4. Discuss the problems which might be encountered in having an expatriate sales manager supervising foreign salesmen.5. How do legal factors affect international sales management?6. How does the sales force relate to compan

41、y organization? To channels of distribution?7. Adaptability and maturity arc traits needed by all salesmen. Why should they be singled out as especially important for inlemaiional salesmen?8. Describe the six attributes of a person with good cultural skills.9. Evaluate the three major sources of mul

42、tinational manpower.10. Which factors complicate the task of motivating the foreign sales force?11. Why do companies include an evaluation of their employees' families among selection criteria?12. Concern fbr career and family is the most frequently mentioned reason for managers to refuse a fore

43、ign assignment. Why?13. Discuss and give examples why returning U.S. expatriates are dissatisfied. How can these problems be overcome?14. The global manager of the year 2010 will have to meet many new challenges. Draw up a sample resume for someone who could be considered fbr a top-level executive p

44、osition in a global firm.Chapterl8 Pricing for International Markets课时：1周，共3课时教学内容：1. Components of pricing as competitive tools in international marketing2. The pricing pitfalls directly related to international marketing3. How to control pricing in parallel imports or gray markets4. Price escalati

45、on and how to minimize its effect5. Countertrading and its place in international marketing practices6. The mechanics of price quotations思考题：1. Discuss the causes and solutions of parallel imports and their effect on price.2. Why is i( so difficult to control consumer prices when selling overseas?3.

46、 Explain the concept of "price escalation" and tell why it can mislead an international marketer.4. What are the causes of price escalation? Do they differ for exports and goods produced and sold in a foreign country?5. Why is it seldom feasible fbr a company to absorb the high cost of int

47、ernational transportation and reduce the net price received?6. Price escalation is a major pricing problem for the international marketer. How can this problem be counteracted? Discuss.7. Changing currency values have an impact on export strategies. Discuss.8. Do value added taxes discriminate again

48、st imported goods?9. Explain specific tariffs, ad valorem tariffs, and combination tariffs.10. Suggest an approach a marketer may follow in adjusting prices to accommodate cxchangc-rate fluctuations.11. Explain the effects of indirect competition and how it may be overcome.12. Why has dumping become

49、 such an issue in recent years?13. Cartels seem to rise phoenix-like after they have been destroyed. Why are they so appealing to business?14. Discuss (he different pricing problems that result from inflation versus deflation in a county.15. Discuss the various ways in which governments set prices.

50、Why do they engage in such activities?16. Discuss the alternative objectives possible in setting prices for intercompany sales17. Why do governments so carefully scrutinize intercompany pricing arrangements?18. Why are costs so difficult to assess in marketing internationally?19. Discuss the major p

51、roblems facing a company that is countertrading.20. If a country you are trading with has a shortage of hard currency, how should you prepare to negotiate price?21. Discuss the various reasons purchasers impose countertrade obligations on buyers.22. Why is a proactive countertrade policy good busine

52、ss in some countries?23. Differentiate between a proactive and reactive countertrade policy.考核方式：论文国际市场营销学是一门研究以国外顾客需求为中心、从事国际市场营销活动的国际企业 管理方面的科学，是基础市场营销学的延伸和应用，并构成基础市场学的分支。课程具有综 合性、边缘性、实践性、艺术性的特征。通过本课程教学，帮助学生掌握现代国际市场营销 的基本原理，培养学生的市场营销实战才干，使学生能运用所学的理论知识，具备进行国际 市场营销策划的能力；具备进行国际市场研究的能力；具备制定国际经营战略，选择国际

53、目 标市场并进行市场定位的能力；具备进行国际市场产品决策、定价决策、分销决策、促销决 策等方面的能力；提高分析和处理国际市场营销问题的综合能力和实践能力。Chapter! The Scope and Challenge of International Marketing课时：1周，共3课时教学内容：1. What is International Marketing?2. Benefits of International Marketing3. Globalization of U.S. corporations4. International marketing task5. Imper

54、ativeness of Environmental Adaptation6. Self-reference criterion and Ethnocentrism7. Developing a global mindset8. Stages of international marketing involvement9. The orientation of international marketing思考题：1. Define international marketing.2. How can the increased interest in international market

55、ing on the part of the U.S. firms be explained?3. Discuss the four phases of international marketing involvement.4. Discuss (he conditions that have led to the development of global markets.5. Differentiate between a global company and a multinational company.6. Differentiate among the three interna

56、tional marketing concepts.7. Prepare your lifelong plan to be globally aware.8. Discuss the three factors necessary to achieve global awareness.9. Define and discuss the idea of global orientation.Chapter! The Dynamic Environment of International Trade课时：1周，共3课时教学内容：1. Transition of the world trade

57、from the 20th to (he 21 th century2. Balance of payments3. ProtectionismLogic and illogic4. Trade barriers5. Easing trade restrictions-GATT, WTO, IMF, and the World Bank Group6. Anti-globalization protests思考题：1. Define balance of payments2. Discuss (he globalization of the U.S. economy.3. Differenti

58、ate among the current account, balance of trade, and balance of payments.4. Explain the role of price as a free market regulator.5. Does widespread unemployment change the economic logic of protectionism?6. Discuss the impact of GATS, TRIMS, AND TRIPS on global trade.7. Discuss the evolution of world trade that has led to the for