《国际市场营销双语》课程教学大纲

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

2、14版）.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，200910、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：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

5、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。Chapter1 The Scope and Challenge of International Marketing课时：1周，共3课时教学内容：What is International Marketing?Benefits of I

6、nternational MarketingGlobalization of U.S. corporationsInternational marketing taskImperativeness of Environmental AdaptationSelf-reference criterion and EthnocentrismDeveloping a global mindsetStages of international marketing involvementThe orientation of international marketing思考题：Define interna

7、tional marketing.How can the increased interest in international marketing on the part of the U.S. firms be explained? Discuss the four phases of international marketing involvement. Discuss the conditions that have led to the development of global markets. Differentiate between a global company and

8、 a multinational company.Differentiate among the three international marketing concepts. Prepare your lifelong plan to be globally aware.Discuss the three factors necessary to achieve global awareness.Define and discuss the idea of global orientation.Chapter2 The Dynamic Environment of International

9、 Trade课时：1周，共3课时教学内容：Transition of the world trade from the 20th to the 21th centuryBalance of paymentsProtectionism-Logic and illogicTrade barriersEasing trade restrictions-GATT, WTO, IMF, and the World Bank GroupAnti-globalization protests思考题：Define balance of paymentsDiscuss the globalization of

10、the U.S. economy.Differentiate among the current account, balance of trade, and balance of payments. Explain the role of price as a free market regulator. Does widespread unemployment change the economic logic of protectionism? Discuss the impact of GATS, TRIMS, AND TRIPS on global trade.Discuss the

11、 evolution of world trade that has led to the formulation of the WTO.Chapter3 History and Geography: The Foundations of Culture课时：1周，共3课时教学内容：Historical perspective in global businessGeography and global markets-Climate and topography, geography, nature, and economic growth, social responsibility an

12、d environmental management, and resourcesDynamics of global population trends-Controlling population growth, rural/urban migration, population decline and aging, and worker shortage and immigrationWorld trade routesCommunication links思考题：Define Manifest Destiny.Define Roosevelt CorollaryDefine Monro

13、e DoctrineWhy study geography in international marketing? How does an understanding of history help an international marketer? Discuss how your interpretation of Manifest Destiny and the Monroe Doctrine might differ from a Latin Americans. The world population pattern is shifting from rural to urban

14、 areas. Discuss the marketing ramificationsThe telegraph, telephone, television, satellites, computer, and the Internet have all had an effect on how international business operates. Discuss how each of these communications innovations affects international business management.Chapter4 Cultural Dyna

15、mics in Assessing global Markets课时：1周，共3课时教学内容：The importance of culture to an international marketerDefinition and origins of cultureThe elements of cultureThe impact of cultural change and cultural borrowingStrategies of planned and unplanned change思考题：Define cultural congruenceWhich role does the

16、 marketer play as a change agent?What is the importance of “cultural empathy” to the foreign marketer? How does he or she acquire “cultural empathy?” What is the popular definition of culture? What is the viewpoint of cultural anthropologists? What is the importance of the difference? Defend the pro

17、position that a MNC has no responsibility for the consequences of an innovation beyond the direct effects of the innovations such as the products safety, performance, and so forth. Find a product whose introduction into a foreign culture may cause dysfunctional consequences and describe how the cons

18、equences might be eliminated and the product still profitably introduced. Chapter5 Culture, Management Style, and Business Systems课时：1周，共3课时教学内容：The necessity for adapting to cultural differences with imperatives, electives, and exclusivesDifferent management styles vary around the worldThe extent a

19、nd implications of gender bias in other countriesThe importance of cultural differences in business ethicsThe differences between relationship-oriented and information-oriented cultures思考题：Business customs and national customs are closely interrelated. In what way would one expect the two areas to c

20、oincide and in what ways would they show differences? How could such areas of similarity and difference be identified?Identify both local and foreign examples of cultural imperatives, adiaphora, and exclusives. Be prepared to explain why each example fits into the category you have selected. Contras

21、t the authority roles of top management in different societies. How will the differing views of authority affect marketing activities? What effects on business customs might be anticipated from the recent rapid increases in the level of international business activity? Differentiate between Private

22、ownership and family ownership, decentralized and committee decision making. In which ways does the size of a customers business affect his business behavior?Compare three decisionmaking authority patterns in international business. Suggest some cautions that an individual from a highcontext culture

23、 should take when dealing with someone from a low-context culture. Do the same for low- to high-context situations. Differentiate among subornation, lubrication, extortion and bribery.Distinguish between P-time and M-time. Discuss how a P-time person reacts differently from an M-time person in keepi

24、ng an appointment.What are the three ethical principles that provide a framework to help distinguish between right and wrong?Discuss the pros and cons of “there is no controlling legal authority,” as a basis for ethical behavior.Chapter6 The political environment: A Critical Concern课时：1周，共3课时教学内容：Th

25、e Sovereignty of NationsStability of Government Policies-Governmental types, political parties, nationalism, targeted fear/animosity, and trade disputes can effect the environment for marketing in foreign countries.The political risks of global business and the factors that affect stabilityEconomic

26、risks Assessing and reducing the effect of political vulnerabilityHow and why governments encourage foreign investment思考题：Why would a country rather domesticate than expropriate? What are the main factors to consider in assessing the dominant political climate within a country? Why is working knowle

27、dge of party philosophy so important in a political assessment of a market? Discuss. How can a change in the political party in Power affect an investor? Discuss and give examples.What are the most common causes of instability in governments? Discuss. Discuss how governmental instability can affect

28、marketing. What are the most frequently encountered political risks in foreign business? Discuss.Expropriation is considered a major risk of foreign business. Discuss ways in which this particular type of risk has been minimized somewhat as a result of company activities. Explain how these risks hav

29、e been minimized by the activities of the U.S. government. How do exchange controls impede foreign business? Discuss. How do foreign governments encourage investment? Discuss. What are the motives behind U.S. government encouragement for foreign investment? Explain.Discuss measures a company might t

30、ake to lessen its political vulnerability.There is evidence that expropriation and confiscation are less frequently encountered today than just a few years ago. Why? What other types of political risks have replaced expropriation and confiscation importance?Chapter7 The International Legal Environme

31、nt: Playing by the Rules课时：1周，共3课时教学内容：Bases for todays legal systemsThe importance factors in jurisdiction of legal disputes The various methods of dispute resolutionThe unique problems of protecting intellectual property rights internationallyCyberlawCommercial law within countriesU.S. Laws applic

32、ation in host countriesExport restrictions思考题：How does the international marketer determine what legal system will have jurisdiction when legal disputes arise?Discuss the state of international commercial law. Discuss the limitations of jurisdictional clauses in contracts.What is the “objective theo

33、ry of jurisdiction?” How does it apply to a firm doing business within a foreign country? Discuss some of the reasons why it is probably best to seek an out-of-court settlement in international commercial legal disputes rather than sue.Illustrate the procedure generally followed in international com

34、mercial disputes when settled under the auspices of a formal arbitration tribunal. What are intellectual property rights? Why should a company in international marketing take special steps to protect them? In many code law countries, ownership of intellectual property rights is established by regist

35、ration rather than prior use. Comment. Discuss the advantages to the international marketer arising from the existence of the various international conventions on trademarks, patents, and copyrights. Why is conciliation a better way to resolve a commercial dispute than arbitration?Differentiate betw

36、een conciliation and arbitration.Discuss the issues of a website being sued for libel for information posted on the site.Discuss the motives of a cybersquatter. What resources does a company have to defend itself against a cybersquatters.Chapter8 Developing a Global Vision through Marketing Research

37、课时：1周，共3课时教学内容：The importance of problem definition in international researchThe problem of availability and use of secondary dataQuantitative and qualitative research methods Multicultural sampling and its problems in less developed countriesSources of secondary dataHow to analyze and use research

38、information思考题：Discuss the breadth and scope of international marketing research. Why is international marketing research generally broader in scope than domestic marketing research? What is the task of the international market researcher? How is it complicated by the foreign environment?Why is the

39、formulation of the research problem difficult in foreign market research?Discuss the problems of gathering secondary data in foreign markets. What are some of the problems created by language and the ability to comprehend in collecting primary data? How can a foreign market researcher overcome these

40、 difficulties?Discuss how “decentering” is used to get an accurate translation of a questionnaire.Discuss when qualitative research may be more effective than quantitative e research.Select a country. From secondary sources compile the following information for at least a 10-year period prior to the

41、 present data. “The foreign market researcher must possess three essential capabilities in order to generate meaningful marketing information.” Discuss. Chapter9 Economic Development and the Americas课时：1周，共3课时教学内容：The importance of marketing and economic developmentStages of economic development, ec

42、onomic growth factors, objectives of developing countries, infrastructure and development, and marketings contributionsMarketing in developing countriesBig Emerging Markets (BEMs) and the Americas-NAFTA, DR-CAFTA, MERCOSUR, LAEC, FTAA, SAFTAStrategic Implications for Marketing思考题：Why do technical as

43、sistance programs of more affluent nations typically ignore the distribution problem or relegate it to a minor role in development planning? Explain. Discuss each of the stages of evolution of the marketing process. Illustrate each stage with a particular country. As a country progresses from one ec

44、onomic stage to another, what in general are the marketing effects? Locate a country in the agricultural and raw material stage of economic development and discuss what changes will occur in marketing when it passes to a manufacturing stage. What are the consequences of each stage of marketing devel

45、opment on the potential for industrial goods within a country? For consumer goods? Discuss the significance of economic development to international marketing. Why is the knowledge of economic development of importance in assessing the world marketing environment? Discuss. The Internet accelerates t

46、he process of economic growth. Discuss.Discuss the impact of the IT revolution on the poorest countriesWhy should a foreign marketer study economic development? Discuss.What are the objectives of economically developing countries? How do these objectives relate to marketing? Comment. Using the list

47、of NIC growth factors, evaluate India and China as to their prospects for rapid growth. Which factors will be problems for India? For China?What is marketings role in economic development? Discuss marketings contributions to economic development. Discuss the economic and trade importance of the big

48、emerging markets. Discuss the consequences to the United States of not being a part of the SAFTA.Discuss the strategic marketing implications of NAFTA.NAFTA has been in existence for several years, how has it done? Read the section in the text “North American Free-Trade Area (NAFTA)” that discusses

49、the initial provisions of the agreement, and, using the Internet, evaluate how well the provisions have been met.Chapter10 Europe, Africa and the Middle East课时：1周，共3课时教学内容：The reason for economic unionPatterns of international cooperationThe evolution of the European UnionStrategic implications for

50、marketing in EuropeEvolving patterns of trade as eastern Europe and the former Soviet states embrace the free-market systemThe trade linkage of NAFTA and South America and its regional effectsThe development of trade within the Asia-Pacific Rim思考题：Elaborate on the problems and benefits for internati

51、onal marketers from multinational market groups. Explain the political role of multinational market groups. Identify the factors on which one may judge the potential success or failure of a multinational market group.Explain the marketing implications of the factors contributing to the successful de

52、velopment of a multinational marketing group.Imagine that the United States was composed of many separate countries with individual trade barriers. What marketing effects might one visualize? Discuss the possible types of arrangements for regional economic integration. Differentiate between a free t

53、rade area and a common market. Explain the marketing implication of the differences. It seems indeed obvious that the founders of the European Community intended it to be a true common market; so much so that economic integration must obviously be supplemented by political integration in order to ac

54、complish these objectives completely. Discuss. The European Commission, the Council of Ministers, and the Court of Justice of the EC have gained power in the last decade. Comment.Select any three countries which might have some logical basis for establishing a multinational market organization and i

55、llustrate their compatibility as a region trade group. Identify the various problems which would be encountered in forming multinational market groups of such countries. U. S. exports to the European Community are expected to decline in future years. What marketing actions may a company take to coun

56、teract such changes? Differentiate between a full customs union and a political union. Why have African nations had such difficulty in forming effective economic unions?Discuss the implications of the European Unions decision to admit Eastern European nations to the group.Chapter11 The Asia Pacific

57、Region课时：1周，共3课时教学内容：Dynamic growth in the Asia Pacific region-Greater China, Japan, India, the Four Asian Tigers, and VietnamBottom-of-the-Pyramid Markets (BOPMs)Market MetricsAsia Pacific Trade Associations-ASEAN, ASEAN+3, and APECFocus on delivery within China-Northeast China, Beijing-Tianjin, Sh

58、anghai and the Yangtze River delta, Pearl River delta, and the Other Billion思考题：Why has Japans economy faltered?What explains the fast growth of the four “Asian Tigers?”Compare the growth successes and potentials of India and China. List the advantages and disadvantages of each. Discuss the problems

59、 a marketer might encounter when considering the Marxist-socialist countries as markets.What are the market opportunities and challenges in The Greater China?What are the political issues swirling around the strong trade relationship between the U.S. and the PRC?Briefly describe three examples of st

60、rategies of MNCs in China and in India.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?Describe the opportunities and threats of entering the market in Bangladesh.D