國際市場營銷雙語教學(xué)大綱一、教學(xué)目的與要求在全球化戰(zhàn)略背景下，國際化已經(jīng)成為中國企業(yè)尋求新一輪增長的新動力，越來越多的中國企業(yè)正走出國門在國際市場上尋求發(fā)展機(jī)遇?！秶H市場營銷（雙語）》這門課的基本知識和基本技能對企業(yè)進(jìn)行跨國經(jīng)營與管理、克服在國際化的過程中遇到的文化、政治、經(jīng)濟(jì)、法律等方面的困境、恰當(dāng)?shù)剡x擇進(jìn)入國際市場的方式、制訂有效的市場營銷戰(zhàn)略與策略等方面提供理論框架與指導(dǎo)?！秶H市場營銷（雙語）》課程的教學(xué)實(shí)踐將有助于推動中國企業(yè)成功的實(shí)現(xiàn)跨國經(jīng)營與管理，提高在國際市場上的競爭力。學(xué)習(xí)《國際市場營銷（雙語）》這門課，要求掌握以下幾點(diǎn)要求：熟練掌握國際營銷的基本概念和基本理論，學(xué)習(xí)分析和掌握經(jīng)濟(jì)、政治、文化、法律等方面的宏觀環(huán)境給企業(yè)進(jìn)行國際化營銷帶來的機(jī)遇與挑戰(zhàn)、企業(yè)進(jìn)入國際市場的戰(zhàn)略規(guī)劃與進(jìn)入方式選擇、國際市場細(xì)分、目標(biāo)選擇與定位、國際市場產(chǎn)品與服務(wù)提供、品牌建設(shè)、國際分銷渠道設(shè)計(jì)與管理、國際市場溝通與促銷管理、國際市場價格管理等領(lǐng)域的基礎(chǔ)理論和方法。2.能夠靈活運(yùn)用國際營銷理論與方法，進(jìn)行國際市場營銷環(huán)境調(diào)研和分析，辨析和解決國際市場營銷的理論與實(shí)際問題的能力，策劃和實(shí)施切實(shí)可行的國際市場營銷策略組合。3.通過閱讀、學(xué)習(xí)、討論等多種途徑掌握市場營銷的英文專業(yè)術(shù)語，提高外語溝通能力，掌握英語信息資料查找和分析能力。二、教學(xué)中應(yīng)注意的問題1.以企業(yè)進(jìn)行國際營銷的基本流程為邏輯主線，以相關(guān)基本理論為重點(diǎn)，與企業(yè)的國際市場營銷實(shí)踐相結(jié)合，在注重學(xué)生對理論的理解與掌握同時，兼顧學(xué)生英文專業(yè)術(shù)語的學(xué)習(xí)，提高學(xué)生用英語獲取和交流專業(yè)知識的水平和能力。2.本課程雖然用的是原版英文教材，保證了語言的原汁原味，但課程學(xué)習(xí)的目的在于幫助中國企業(yè)走出國門，成功實(shí)現(xiàn)跨國經(jīng)營與管理。由此，在教學(xué)案例的選擇上應(yīng)盡可能以中國企業(yè)國際市場經(jīng)營的實(shí)踐為例，分析其在跨國經(jīng)營中遇到的各種問題與機(jī)遇，將理論與中國企業(yè)國際市場營銷現(xiàn)狀相結(jié)合，同時分析與借鑒優(yōu)秀跨國公司的國際營銷實(shí)踐，以真正達(dá)到幫助中國企業(yè)提升市場競爭力目的。3.因?yàn)榻滩呐c課件全部用英語，因而在授課與學(xué)習(xí)的過程，對學(xué)生的英文水平提出了一定的要求。在教學(xué)進(jìn)行的過程中，應(yīng)根據(jù)學(xué)生的外語水平進(jìn)行授課進(jìn)度、授課內(nèi)容、作業(yè)形式等方面的調(diào)整，避免因?yàn)檎Z言的問題影響學(xué)生的學(xué)習(xí)興趣和學(xué)習(xí)效果。三、大綱內(nèi)容Chapter1：TheScopeandChallengeofInternationalMarketing【LearningObjectives】Tolearnandunderstandthefollowings:Thescopeoftheinternationalmarketingtask;Theimportanceofthecross-culturalanalysisininternationalmarketing;Theprogressionofbecomingaglobalmarketer;Theincreasingimportanceofglobalawareness.【ContentandCourse】InternationalMarketingDefinedTheInternationalMarketingTaskEnvironmentalAdaptationNeededTheSelf-ReferenceCriterionandEthnocentrism:MajorObstaclesDevelopingaGlobalAwarenessStagesofInternationalMarketingInvolvementTheOrientationofInternationalMarketing【EmphasesandDifficulties】Emphases:Todefineanddemonstratethescopeoftheinternationalmarketingtask;tosuggesttheincreasingimportanceofglobalawareness;tounderstandthestagesofinternationalmarketinginvolvement:Difficulty:Toexamineandillustratetheimportanceofthecross-culturalanalysisininternationalmarketing.【Questions】Define:Internationalmarketing,self-referencecriteria,globalawareness,globalorientation.Discussthefourphasesofinternationalmarketinginvolvement.Discusstheconditionsthathaveledtothedevelopmentofglobalmarkets.【CaseAnalysis】1.StarbucksGoingGlobalFast2.三星人才的國際化Chapter2：TheGlobalEnvironmentofInternationalMarketing【LearningObjectives】Tolearnandunderstandthefollowings:TheimportanceofGATTandtheWorldTradeOrganization;TheemergenceoftheInternationalMonetaryFundandtheWorldBankGroup;TheevolutionoftheEuropeanCommunitytotheEuropeanUnion;ThetradelinkageofNAFTAandSouthAmericaanditsregionaleffects;ThedevelopmentoftradewithintheAsia-PacificRim;Thegrowthofdevelopingmarketsandtheirimportancetoregionaltrade.【ContentandCourse】GATTandWTOTheInternationalMonetaryFundandWorldBankGroupProtestsagainstGlobalInstitutionsGlobalMarketsandMultinationalMarketGroupEuropeanUnionNorthAmericanFreeTradeAgreementAssociationofSoutheastAsianNationsAsia-pacificEconomicCooperationMarketinginaDevelopingCountryDemandinaDevelopingCountry【EmphasesandDifficulties】Emphases:ToseeandunderstandtheimportanceofGATTandtheWorldTradeOrganization;theemergenceoftheInternationalMonetaryFundandtheWorldBankGroup；toseethedevelopmentoftradewithintheAsia-PacificRim;thegrowthofdevelopingmarketsandtheirimportancetoregionaltrade.Difficulty:ToexaminethetradelinkageofNAFTAandSouthAmericaanditsregionaleffects.【Questions】Define:WTO,IMF,EMU,NAFTA,ASEAN+3,APECDiscusstheevolutionofworldtradethatledtotheformationoftheWTO.Discusstheeconomicandtradeimportanceofthebigemergingmarkets【CaseAnalysis】MarketingMicrowaveOvenstoaNewMarketSegmentCokeandPepsLearntoCompeteinIndia全球汽車市場分析Chapter3:CulturalDynamicsinAssessingGlobalMarkets【LearningObjectives】Tolearnandunderstandthefollowings:Theimportanceofculturetoaninternationalmarketer;Theoriginsofculture;Theelementsofculture;Theimpactofculturalborrowing;Thestrategyofplannedchangeanditsconsequences.【ContentandCourse】Culture’sPervasiveImpactDefinitionsandOriginsofCultureElementsofCultureCulturalChangeCulturalBorrowingSimilarities:AnIllusionResistancetoChangePlannedandUnplannedCulturalChange【EmphasesandDifficulties】Emphases:Toseetheimportanceofculturetoaninternationalmarketer;tounderstandtheoriginsandelementsofcultureDifficulty:Toexamineandillustratetheimpactofculturalborrowing.【Questions】Define:SocialInstitutions,CulturalValue,LinguisticDistance,StrategyofPlannedchange.Whatistheimportanceofculturalempathytoforeignmarkets?Howdotheyacquireculturalempathy?Socialinstitutionsaffectcultureandmarketinginavarietyofways.Discuss,givingexamples.【CaseAnalysis】TheNotSoWonderfulWorldofEuroDisneyCulturalNormsFairLovelyandadvertisingChapter4:Culture,ManagementStyle,andBusinessSystems.【LearningObjectives】Tolearnandunderstandthefollowings:Thenecessityforadaptingtoculturaldifferences;Howandwhymanagementstylesvaryaroundtheworld;Theextentandimplicationsofgenderbiasinsomecountries;Theimportanceofculturaldifferencesinbusinessethics;Thedifferencesbetweenrelationship-orientedandinformation-orientedcultures.【ContentandCourse】RequiredAdaptationDegreeofAdaptationManagementStylesaroundtheWorldGenderBiasinInternationalBusinessBusinessEthicsCulture'sInfluenceonStrategicThinkingASynthesis,Relationship-OrientedversusInformation-OrientedCultures【EmphasesandDifficulties】Emphases:ToDefineanddemonstratehowandwhymanagementstylesvaryaroundtheworld;toseetheimportanceofculturaldifferencesinbusinessethics.Difficulty:Toexamineandillustratethedifferencesbetweenrelationship-orientedandinformation-orientedcultures.【Questions】Define:CulturalImperative,CulturalExclusive.M-time,T-time.Principleofutilitarianethics.PrincipleofJusticeorfairness.Explorethevariouswaysinwhichcustomsaffectthestructureofcompetition.Whyisitimportantthatthebusinessexecutivebealerttothesignificanceofdifferingmanagementstyles?【CaseAnalysis】EthicsandAirbusWhenInternationalBuyerandSellersDisagreeChapter5:ThePoliticalEnvironment:ACriticalConcern【LearningObjectives】Tolearnandunderstandthefollowings:Whatthesovereigntyofnationmeansandhowitaffectsthestabilityofgovernmentpolicies;Howdifferentgovernmentaltypes,politicalparties,nationalism,targetedfear/animosity,andtradedisputescanaffecttheenvironmentformarketinginforeigncountries;Thepoliticalrisksofglobalbusinessandthefactorsthataffectstability;Theimportanceofthepoliticalsystemtointernationalmarketinganditseffectsonforeigninvestments;Theimpactofpoliticalandsocialactivists,violence,andterrorismoninternationalbusiness;Assessingandreducingtheeffectsofpoliticalvulnerability;Howandwhygovernmentsencourageforeigninvestment.【ContentandCourse】TheSovereigntyofNationsStabilityofGovernmentPoliciesPoliticalRisksofGlobalBusinessAssessingPoliticalVulnerabilityReducingPoliticalVulnerabilityGovernmentEncouragement【EmphasesandDifficulties】Emphases:Toseewhatthesovereigntyofnationsmeansandhowitaffectsthestabilityofgovernmentpolicies,politicalparties,andnationalismDifficulty:Toassesspoliticalvulnerabilityandtakerightmethodstoreducepoliticalvulnerability【Questions】Define:Sovereignty,Expropriation,Domestication,ConfiscationWhatarethemainfactorstoconsiderinassessingthedominantpoliticalclimatewithinacountry?Selectacountryandanalyzeitpoliticalfromamarketingviewpoint【CaseAnalysis】國家之門中興通訊的菲利賓之困Chapter6：TheInternationalLegalEnvironment【LearningObjectives】Tolearnandunderstandthefollowings:Thefourheritagesoftoday'slegalsystems;Theimportantfactorsinjurisdictionoflegaldisputes;Issuesassociatedwithjurisdictionoflegaldisputesandthevariousmethodsofdisputeresolution;Theuniqueproblemsofprotectingintellectualpropertyrightsinternationally;Waystoprotectagainstpiracyandcounterfeiting;Thelegaldifferencesbetweencountriesandhowthedifferencescanaffectinternationalmarketingplans.【ContentandCourse】BasesforLegalSystemsJurisdictioninInternationalLegalDisputesInternationalDisputeResolutionProtectionofIntellectualPropertyRights:ASpecialProblemCommercialLawwithinCountriesCyberlaw:Unresolvedissues【EmphasesandDifficulties】Emphases:Todefineanddemonstrateissuesassociatedwithjurisdictionoflegaldisputesandthevariousmethodsofdisputeresolution;tounderstandthelegaldifferencesbetweencountriesandhowthedifferencescanaffectinternationalmarketingplans.Difficulty:Toexamineandillustratethefourheritagesoftoday'slegalsystems;theimportantfactorsinjurisdictionoflegaldisputes【Questions】Define:Commonlaw,Codelaw,Conciliation,Arbitration,Litigation,PriorUseVersusRegistrationDiscussthestateofinternationalcommerciallaw.Discusstheadvantagestotheinternationalmarketerarisingfromtheexistenceofthevariousinternationalconventionsontrademarks,patents,andcopyrights.【CaseAnalysis】1.娃哈哈與達(dá)能的商標(biāo)之爭Chapter7：DevelopingaGlobalVisionthroughMarketingResearch【LearningObjectives】Tolearnandunderstandthefollowings:Theimportanceofproblemdefinitionininternationalresearch;Theproblemsofavailabilityanduseofsecondarydata;Quantitativeandqualitativeresearchmethods;Sourcesofsecondarydata;Multiculturalsamplinganditsproblemsinless-developedcountries;Usinginternationalmarketingresearch.【ContentandCourse】BreadthandScopeofInternationalMarketingResearch.TheResearchProcessDefiningtheProblemandEstablishingResearchObjectivesProblemsofAvailabilityandUseofSecondaryDataGatheringPrimaryData:QuantitativeandQualitativeResearchProblemsofGatheringPrimaryDataMulticulturalResearch:ASpecialProblemResearchontheInternet:AGrowingOpportunityEstimatingMarketDemandProblemsinAnalyzingandInterpretingResearchInformationResponsibilityforConductingMarketingResearchCommunicatingwithDecisionMakers【EmphasesandDifficulties】Emphases:Tounderstandtheimportanceofproblemdefinitionininternationalresearch;tolearnthequantitativeandqualitativeresearchmethods.Difficulty:Toexplorehowtoanalyzeanduseresearchinformation.【Questions】Define:MarketingResearch,InternationalMarketingResearch,ResearchProcess,SecondaryData,PrimaryData,MulticulturalResearch.Discusshowtheshiftfrommaking“marketentry”decisionsto“continuousoperations”decisioncreatesaneedfordifferenttypesofinformationanddata.Samplingofferssomemajorproblemsinmarketresearch.Discuss.【CaseAnalysis】InternationalMarketingResearchattheMayoClinicChapter8：GlobalMarketingManagement:PlanningandOrganization【LearningObjectives】Tolearnandunderstandthefollowings:Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement;Theincreasingimportanceofinternationalstrategicalliances;Theneedforplanningtoachievecompanygoals;Theimportantfactorsforeachalternativemarket-entrystrategy.【ContentandCourse】GlobalMarketingManagement:AnOldDebateandaNewViewPlanningforGlobalMarketsAlternativeMarket-EntryStrategyOrganizingforGlobalCompetition【EmphasesandDifficulties】Emphases:Toanalyzetheimportantfactorsforeachalternativemarket-entrystrategy.Difficulty:Toexaminehowglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.【Questions】Define:CorporatePlanning,Strategicplanning,Tacticalplanning,Directexporting,Indirectexporting,Licensing,Franchising,StrategicInternationalAlliance(SIA).JointVenture(JV).Whatistheimportanceofcollaborativerelationshipstocompetition?Howwillentryintoadevelopedforeignmarketdifferfromentryintoarelativelyuntappedmarket?【CaseAnalysis】國際化之路的選擇——海爾、聯(lián)想與TCL的國際化對比ContinuedGrowthforZaraandInditexChapter9：ProductsandServicesforConsumers【LearningObjectives】Tolearnandunderstandthefollowings:Theimportanceofofferingaproductsuitablefortheintendedmarket;Theimportanceofqualityandhowqualityisdefined;Country-of-origineffectsonproductimage;Physical,mandatory,andculturalrequirementsforproductadaptation;Theneedtoviewallattributesofaproductinordertoovercomeresistancetoacceptance.【ContentandCourse】QualityProductsandCultureAnalyzingProductComponentsforAdaptationMarketingConsumerServicesGloballyBrandsinInternationalMarkets.【EmphasesandDifficulties】Emphases:Tounderstandtheimportanceofofferingaproductsuitablefortheintendedmarket.Difficulty:Toseetheneedtoviewallattributesofaproductinordertoovercomeresistancetoacceptance.【Questions】Define:GreenMarketing,Innovation,ProductDiffusion,ProductComponentModel,GlobalBrand,Homologation.Discussthedifferentpromotional/productstrategiesavailabletoaninternationalmarketer.Assumeyouaredecidingto“gointernational”.Outlinethestepsyouwouldtaketohelpyoudecideonaproductline.【CaseAnalysis】1.TambrandsOvercomingCulturalResistanceChapter10:InternationalMarketingChannels【LearningObjectives】Tolearnandunderstandthefollowings:Thevarietyofdistributionchannelsandhowtheyaffectcostandefficiencyinmarketing;Howdistributionpatternsaffectthevariousaspectsofinternationalmarketing;Thegrowingimportanceofe-commerceasadistributionalternative;Thefunctions,advantages,anddisadvantagesofvariouskindsofmiddlemen;Theimportanceofmiddlementoaproduct'ssuccessandtheimportanceofselectingandmaintainingmiddlemen.Theinterdependenceofphysicaldistributionactivities.【ContentandCourse】Channel-of-DistributionStructuresDistributionPatternsAlternativeMiddlemanChoicesFactorsAffectingChoicesofChannelsChannelManagement:Locating,Selecting,andMotivatingChannelMembersTheInternet:Culture,Adaptation,Localcontact,Payment,Delivery,PromotionLogistics【EmphasesandDifficulties】Emphases:Todefinethevarietyofdistributionchannelsandhowtheyaffectcostandefficiencyinmarketing;toseethegrowingimportanceofe-commerceasadistributionalternative.Difficulty:Toexaminehowdistributionpatternsaffectthevariousaspectsofinternationalmarketing.【Questions】Define:DistributionProcess,Distributionstructure,TradingCompanies,DistributionChannels.Explainhowandwhydistributionchannelsareaffectedwhenthestageofdevelopmentofaneconomyimproves.Discussthevariousmethodsofovercomingblockedchannels.【CaseAnalysis】1.可口樂公司的渠道設(shè)計(jì)與管理Chapter11:IntegratedMarketingCommunicationsandInternationalAdvertising【LearningObjectives】Tolearnandunderstandthefollowings:Localmarketcharacteristicsthataffecttheadvertisingandpromotionofproducts;Thestrengthsandweaknessesofsalespromotionandpublicrelationsinglobalmarketing;Whenglobaladvertisingismosteffective;whenmodifiedadvertisingisnecessary;Thecommunicationprocessandadvertisingmisfires;Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.【ContentandCourse】SalesPromotionsinInternationalMarketsInternationalPublicRelationsInternationalAdvertising.AdvertisingStrategyandGoalsTheMessage:CreativeChallengeMediaPlanningandAnalysisCampaignExecutionandAdvertisingAgency.InternationalControlofAdvertising:BroaderIssues.【EmphasesandDifficulties】Emphases:ToDefinethestrengthsandweaknessesofsalespromotionandpublicrelationsinglobalmarketing.Difficulty:Toillustratetheeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.【Questions】Define:IntegratedMarketingCommunications,SalesPromotions,PublicRelation.Whatspecialmediaproblemsconfronttheinternationaladvertiser?Whatissalespromotionandhowisitusedininternationalmarketing?【CaseAnalysis】TheObstaclestoIntroducingaNewProductintoaNewMarketChapter12:PersonalSellingandSalesManagement【LearningObjectives】Tolearnandunderstandthefollowings:Theroleofinterpersonalsellingininternationalmarketing;Theconsiderationsindesigninganinternationalsalesforce;Thestepstorecruitingthreetypesofinternationalsalespeople;Selectioncriteriaforinternationalsalesandmarketingpositions;Thespecialtrainingneedsofinternationalpersonnel;Motivationtechniquesforinternationalsalesrepresentatives;Howtodesigncompensationsystemsforaninternationalsalesforce;Thechangingprofileoftheglobalsalesandmarketingmanager.【ContentandCourse】DesigningtheSalesForceRecruitingMarketingandSalesPersonnelSelectingSalesandMarketingPersonnelTrainingforInternationalMarketingMotivatingSalesPersonnelDesigningCompensationSystems.EvaluatingandControllingSalesRepresentatives.DevelopingCulturalAwarenessTheChangingProfileoftheGlobalManagerForeignLanguageSkills【EmphasesandDifficulties】Emphases:Toillustrateselectioncriteriaforinternationalsalesandmarketingpositions;tosuggestmotivationtechniquesforinternationalsalesrepresentatives.Difficulty:Toexaminehowtodesigncompensationsystemsforaninternationalsalesforce.【Questions】Define:Expatriate,TCNs,LocalNationals,SeparationAllowance.Evaluatethethreemajorsourcesofmultinationalpersonnel.Whyisitimportanttodevelopaskillinaforeignlanguage?Discuss.【CaseAnalysis】1.NationalOfficeMachines—MotivatingJapaneseSalespeople:StraightSalaryorCommission?Chapter13:PricingforInternationalMarkets【LearningObjectives】Tolearnandunderstandthefollowings:Componentsofpricingascompetitivetoolsininternationalmarketing;Howtocontrolpricinginparallelimportsorgraymarkets;Priceescalationandhowtominimizeitseffect;Countertradinganditsplaceininternationalmarketingpractices;Themechanismsofpricequotations;Themechanicsofgettingpaid.【ContentandCourse】PricingPolicyApproachestoInternationalPricingPriceEscalationSampleEffectsofPriceEscalation.ApproachestoLesseningPriceEscalationLeasinginInternationalMarketsCountertradeasaPricingToolTransferPricingStrategyPriceQuotationAdministeredPricing【EmphasesandDiff