《國際市場營銷》教學大綱課程的性質和任務國際市場營銷學是一門研究以國外顧客需求為中心，而從事國際市場營銷活動的國際企業(yè)管理方面的應用科學。國際市場營銷是基礎市場營銷學的延伸和應用，并構成基礎市場營銷學的分支。國際市場營銷學的基本原理同基礎市場營銷學的基本原理無多大差異。許多指導國內企業(yè)開展市場營銷的策略、原理和方法均可用來指導國際市場營銷活動。由于企業(yè)的國際市場營銷活動是跨國界的貿易活動，面對著不同的國家、民族和地區(qū)，這些不同的國家、民族和地區(qū)又有著不同的文化環(huán)境、政治法律環(huán)境、經濟環(huán)境及競爭環(huán)境，國外市場范圍遼闊而且距離遙遠，因此決定了國際市場營銷特有的復雜性和多樣性。

二、課程教學目的通過該課程的講授，使學生了解企業(yè)的國際市場營銷的觀念，認識國際市場營銷的環(huán)境的影響，掌握國際市場營銷的基本理論框架，接觸國際市場營銷領域的前沿問題。

在教學中主要突出對理論的系統(tǒng)分析講解，結合實際分析一些具體問題，幫助學生加深對理論的理解。學生要具有國際貿易和市場營銷的基礎知識。三.課程的基本內容第一章國際市場營銷導論

§1.1企業(yè)走向國際市場的動因

§1.2市場營銷學與國際市場營銷學

§1.3企業(yè)跨國營銷的演進及企業(yè)經營哲學的演變

第二章國際市場分析分析

§2.1國際市場概述

§2.2主要國家和地區(qū)市場特點分析

§2.3國際市場消費者行為分析

第三章國際市場調研

§3.1國際市場營銷調研的內容

§3.2國際市場營銷調研方案

§3.3國際市場調研方法

第四章國際目標市場與企業(yè)進入國際市場戰(zhàn)略

§4.1國際市場細分

§4.2國際目標市場的選擇

§4.3企業(yè)進入國際市場戰(zhàn)略

第五章國際市場營銷競爭戰(zhàn)略

§5.1國際競爭概述

§5.2國際市場競爭戰(zhàn)略

第六章國際市場產品戰(zhàn)略

§6.1產品的標準化與差異化策略

§6.2產品系列的選擇方案與產品系列的適應性

§6.3國際市場產品生命周期在國際市場中的應用

§6.4國際市場產品的品牌、商標、包裝策略

第七章國際市場定價策略

§7.1影響國際影響產品定價的因素

§7.2國際營銷定價方法

§7.3國際營銷定價策略

§7.4國際營銷價格發(fā)展趨勢與企業(yè)對策

第八章國際市場分銷渠道策略

§8.1國際分銷系統(tǒng)

§8.2國際分銷渠道的選擇

§8.3國際分銷渠道管理

第九章國際市場促銷策略

§9.1國際廣告

§9.2國際市場營業(yè)推廣策略

§9.3國際市場人員推銷策略

§9.4國際市場公共關系藝術四、課程的教學要求要求學生能夠全面系統(tǒng)掌握國際市場營銷學的基本理論、基本方法和基本技能，認識到在我國改革開放，建立社會主義市場經濟的進程中，企業(yè)加強國際市場營銷管理的重要性，學會分析國際市場影響的環(huán)境，研究國際市場消費者的購買行為，制定最佳的國際市場營銷組合策略，培養(yǎng)和提高學生正確分析和解決國際市場營銷管理問題的能力，更好地適應涉外企業(yè)國際市場營銷管理工作的需要。五、教學重點、難點第一章重點：①與市場營銷的聯(lián)系與區(qū)別；②了解企業(yè)走向國際市場的真正原因和動力；③掌握國際市場營銷企業(yè)經營思想的演變。難點：國際市場營銷所在學科結構中的地位第二章重點：①國際市場基本情況；②熟悉了解國際主要市場的特點；難點：掌握如何對國際市場消費者行為進行分析。第三章重點：①掌握國際市場營銷調研的內容和方案邊際效用遞減規(guī)律，②熟悉在國際市場營銷研究中使用的方法及各種方法的優(yōu)缺點。難點：系統(tǒng)地收集、記錄、整理和分析有關市場營銷方面的各種情報資料第四章重點：①國際市場細分②是國際目標市場的選擇③是企業(yè)進入國際市場的戰(zhàn)略的選擇。難點：市場細分的工具第五章重點：①通過協(xié)作，尋求合作伙伴，建立戰(zhàn)略聯(lián)盟②了解國際競爭的特點③掌握國際市場競爭的戰(zhàn)略和策略④如何建立有效的戰(zhàn)略聯(lián)盟難點：市場營銷戰(zhàn)略的模型方法第六章重點：①市場的定義與分類，②完全競爭市場結構的特征，③完全競爭廠商的短期均衡和供給曲線，④完全競爭廠商的長期均衡。難點：停止營業(yè)點、供給曲線的推導、長期均衡分析。第七章重點：①理解什么是國際市場價格及其形成②學會分析國際市場產品定價的因素；③了解國際市場產品定價目標；難點：熟悉各種國際市場定價策略與價格調整技巧；掌握定價方法.第八章重點：①掌握國際市場分銷渠道的特點和結構；②學會正確地選擇企業(yè)進入國際市場的方式；③如何科學地管理國際市場的分銷渠道。難點：分銷渠道的控制六、學時分配計劃54學時，其中：講授44學時，平時測驗2學時，復習2學時，討論2學時,實驗4學時。講課內容學時數(shù)第1章國際市場營銷導論2第2章國際市場分析分析4第3章國際市場調研4第4章國際目標市場4第5章國際市場營銷競爭戰(zhàn)略4第6章國際市場產品戰(zhàn)略6第7章國際市場定價策略8第8章國際市場分銷渠道策略8第9章國際市場促銷策略4實驗4討論2小測驗、期中考試2期末復習2總計54教材及主要參考書教材：逯宇鐸《國際市場營銷》（第四版），機械工業(yè)出版社，2025主要參考書：①（美）菲利普.科特勒，《營銷管理》，中國人民大學出版社；

②（美）邁克爾.津科特等，《國際市場營銷學》，電子工業(yè)出版社；

③期刊《銷售與市場》、《商務周刊》等?！秶H市場營銷學》課程簡介（修訂）課程名稱：國際市場營銷學（InternationalMarketing）課程編號：開課教研室：經濟管理系市場營銷教研室先修課：西方微觀經濟學；西方宏觀經濟學；國際貿易；市場營銷學內容概要：國際市場營銷學是一門研究以國外顧客需求為主，而從事國際市場營銷活動的國際企業(yè)管理方面的應用科學。具體而言，國際市場營銷學是研究企業(yè)如何從國際市場顧客需求出發(fā)，依據(jù)國內和國外兩個層次的不可控制因素，以企業(yè)國際市場營銷研究為基礎，正確地運用以產品、價格、分銷和促銷為主的可控制因素，有計劃地組織企業(yè)的主體國際市場營銷活動的過程，并通過交換實現(xiàn)企業(yè)的目標。國際市場營銷學是市場營銷學的延伸和應用，并構成市場營銷學的分支。國際市場營銷學的基本原理同市場營銷學的基本原理無多大差異。許多指導企業(yè)開展國內市場營銷的原理、策略和方法均可用來指導國際市場營銷活動。因為國際市場營銷活動是面對全球或不同的國家、民族和地區(qū)，世界各國、各民族和各地區(qū)都存在著不同的文化環(huán)境、經濟環(huán)境、政治法律環(huán)境、自然和歷史環(huán)境、及競爭環(huán)境，所以國際市場營銷學活動比國內市場營銷活動更具復雜性和多樣性。具體表現(xiàn)為，國際市場營銷環(huán)境的復雜性和多樣性；國際市場營銷組合策略的復雜性和多樣性；國際市場營銷戰(zhàn)略和管理的復雜性和多樣性。因此，國際市場營銷活動又是有別于國內市場營銷活動，具有其特殊的規(guī)律性。本課程設置目的是為了培養(yǎng)學生全面系統(tǒng)地掌握國際市場營銷學的基本理論、基本方法和基本技巧，充分認識到中國入世后企業(yè)加強國際市場營銷管理的重要性，學會分析國際市場營銷環(huán)境，研究國際市場購買者行為，制定有效的國際市場營銷組合策略，有計劃地組織和控制國際市場營銷活動的過程和方法，提高學生正確分析和解決國際市場營銷管理問題的理論水平和操作能力，更好地適應經濟全球化和中國入世背景下全面對外開放的企業(yè)國際市場營銷管理工作的需要。推薦使用教材：InternationalMarketing(10th)ByPhilipR.CateoraandJohnL.GrahamMcGrawHillCompany，Inc.1999（雙語教學使用）課外閱讀數(shù)目：GlobalMarketingManagement(6th)ByWarrenJ.KeeganPrentice-HallInternational,Inc.1999《國際市場營銷學》（第10版）[美]菲利普R.凱特奧拉和約翰L.格雷厄姆著周祖城等譯機械工業(yè)出版社2000年版《國際市場營銷學》教學大綱（修訂）說明國際市場營銷學課程是本校工商管理和市場營銷專業(yè)本科生必修課，國際貿易專業(yè)本科生限選課，國際市場營銷學是一門研究國際市場營銷活動的國際企業(yè)管理方面的應用科學，是適應對外開放的市場經濟體制而構筑的知識體系所必不可少的課程。在其專業(yè)課程中占有重要的地位。同時，國際市場營銷學適用于作為本校管理類專業(yè)本科生限選類課程。學生在本課程學習前應掌握西方微觀經濟學、西方宏觀經濟學、國際貿易和市場營銷學等基礎知識。國際市場營銷學的教學目的是為了提高學生全面系統(tǒng)地掌握國際市場營銷學的基本理論、基本方法和基本技巧，學會分析國際市場營銷環(huán)境，研究國際市場購買者行為，制定有效的國際市場營銷組合策略，有計劃地組織和控制國際市場營銷活動的過程和方法，提高學生正確分析和解決國際市場營銷管理問題的理論水平和操作能力，更好地適應經濟全球化和中國入世背景下全面對外開放的企業(yè)國際市場營銷管理工作的需要。國際市場營銷學的教學要求，是通過教學使學生掌握國際市場營銷學的基本理論、基本方法和基本技巧，學會國際市場營銷戰(zhàn)略和管理的工作方法，以及國際市場營銷開展的分析框架與思路。這些教學要求具體體現(xiàn)在教學目的和思考題上，尤其是那些與現(xiàn)實緊密聯(lián)系的思考題。國際市場營銷學課程的課時為：必修課54課時，其中，授課課時50課時，案例教學課時4課時。限選課36課時。具體教學內容與課時詳見下表。本大綱使用時應注意：一是根據(jù)學生課時調整授課內容；二是根據(jù)學生知識構成適當調整授課內容，在必修課教學中，13章和15章可根據(jù)情況取舍。在限選課教學中，2章、9章、10章、13章和15章可根據(jù)情況取舍，其他章節(jié)內容可以部分簡化。三是教學中需要強調學生理論聯(lián)系實際和知識運用能力，可以結合課程教學和案例教學，安排學生課外調研報告。四是教學采用雙語教學，注意控制教學進度，以保證學生擁有閱讀英文課本和消化所學知識的時間。本課程采用雙語教學，使用英文原版教材，因此教學大綱用英文編寫。教學大綱根據(jù)英文教材特點進行編寫，首先根據(jù)教學要求進行課時安排，然后明確各章的內容，各章內容由教學目的、教學綱要和思考題三部分構成。Chapter1–TheScopeAndChallengeOfInternationalMarketingTeachingObjectivesAsanintroductorychapter,thebroadgoalistoprovideaviewofinternationalmarketingthatsetstheboundariesandscopeofthecourse.Theteachingobjectivesareto:Providestudentswithabroadpictureoftheglobalenvironmentwithinwhichbusinessoperatestodayandintothefuture.GivestudentsanappreciationofhowtheglobalizationofworldmarketsandtheinternationalizationofChinabusinessandChinamarketsinfluencesallfunctionsofbusinessincludingmarketing.Showhowtheinternationalizationorglobalizationofmarketsaffectstheirprofessionalfuturesregardlessofwheretheyworkinbusiness.Inshort,justasdomesticorinternationalbusinesscannotescapetheinternationalizationofbusinessandChinamarkets,neithercanstudentsescapetheinfluencesoftheseinternationaltrendsontheirprofessionalcareers.Illustratethescopeoftheinternationalmarketingtask.Showtheimportanceofone'sselfreferencecriterioninassessinginternationalissues.Illustratethestagesofbecominginternationalandtheinternationalmarketingconceptsusedininternationalmarketingmanagement.LectureOutlineTheInternationalizationofBusinessInternationalMarketingDefinedTheInternationalMarketingTaskMarketingControllablesDomesticUncontrollablesForeignUncontrollablesSelfReferenceCriterion:AnObstaclePhasesofInternationalMarketingInvolvementInternationalMarketingConceptsDomesticMarketExpansionConceptMultiDomesticMarketConceptGlobalMarketingConceptC. GlobalMarketsandGlobalMarketingDevelopingAGlobalAwarenessChapter2—GlobalBusinessEnvironmentTeachingObjectivesThischapterhasashorthistoryofinternationaltrade.IncludedisahistoryofGATTandtheroleofmultinationalsfromtheendofWorldWarIIthroughthedecadeoftheninetiesandbeyond.Theaimofthischapteristoprovideabriefoverviewoftheinternationaltradeissuesthatconstitutetheenvironmentofglobalbusiness.Issuesreflectingthepoliticalandeconomictradepoliciesthataffecthowinternationalbusinessisconducted.Theteachingobjectivesareto:Providesomeinsightintothebalanceofpaymentsandtherelationshipofacountry'scurrentaccountandbalanceoftrade.ShowtheU.S.government’sroleinhelpingtoeaserestrictionsontradethroughtheOmnibusTradeandCompetitivenessAct.Exploretheprovisionsandeffectsofprotectionismonworldtradeandtoshowthatnocountry,includingtheUnitedStates,has“cleanhands”whenitcomestoprotectinghomemarkets.Illustratethetypesoftradebarriersthatmayconfrontabusiness.ExplorehowGATTandthenewWorldTradeOrganizationaredesignedtoeliminatetraderestrictionsandprovideameansforcountriestosettletradedisputes.ExaminetheJapaneseKeiretsubothasanexampleofitscompetitiveadvantageandasamodelforbusinessorganization.TheimportanceoftheInternettoglobalbusinessLectureOutlineI. TheTwentiethCenturyWorldTradeandMultinationalsTheDecadeoftheNinetiesandBeyondII. BalanceofPaymentsCurrentAccountBalanceofTradeIII. IV. ProtectionismProtectionLogicandIllogicTradeBarriersTariffsQuotasVoluntaryExportRestraintsBoycottMonetaryBarriersStandardsV. EasingTradeRestrictionsGeneralAgreementonTariffsandTrade(GATT)WorldTradeOrganizationInternationalMonetaryFundKeiretsu—AFormidableCompetitor?TheInternetandGlobalBusinessChapter3–GeographyandHistory–TheFoundationofCulturalUnderstandingTeachingObjectivesUnderstandingthegeographyandhistoryofacountrycanhelpamarketerhaveabetterappreciationformanyofthecharacteristicsofitsculture.Acultureofapeopleevolvesinresponsetotheenvironmentwhichitconfronts.Thegeographyofacountry,itstopography,climate,physicalpositionrelativetoothercountriesaffectaculture'sevolutionincludingitsmarketinganddistributionsystems.Whileisimpracticalforamarketertobeanexpertonthegeographyofeverycountryintheworld,itisimportantforamarketertounderstandthatgeographyplaysanimportantroleintheeconomyofacountryanditsmarketingsystem.Oneobjectiveofthischapteristosensitizestudentstotheimportanceofgeographyasoneoftheexplanationsofacountry'smarketandeconomy.Thehistoryofacountryisalsoimportantinunderstandingmanyaspectsofaculture.Intheauthor'sopinion,itisimperativethataninternationalmarketermakingalongtermcommitmentinacountryhavesomeknowledgeofaitshistory.Onecannotfullyunderstandhowbusinesspeoplenegotiate,howtheyconductbusiness,theirattitudestowardforeigninvestment,thelegalsystem,andotheraspectsofthemarket/businesssystemwithoutahistoricalperspective.Ahistoricalperspectivehelpsprepareaninternationalmarketerformanyoftheculturaldifferencesthatoftencausemisunderstandingsandinmanycases,mistakes.Whileamarketermaynotbeabletochangeaperson'sattitudeorbehavior,ifyouhaveanhistoricalperspectiveofwhytheyreactastheydo,youcangaininsightsthatcanpossiblymakeiteasiertoadaptyourstrategiesforasuccessfuloutcome.Theteachingobjectivesofthischapterareto:Helpstudentsunderstandtheimportanceofgeographyandhistoryinunderstandingacountry'seconomyandmarkets.Appreciatetheeffectthattopographyandclimateonproducts,populationcenters,transportation,aneconomicgrowth.Besensitivetothegrowingproblemofenvironmentaldamageanditseffectonbusinessandthesocialandmoralresponsibilityofeachcitizentoprotecttheenvironment.Understandtheeffectofthehistoryofeachcultureoninternationalmarketing.LectureOutlineI. GeographyandGlobalMarkets.A. ClimateandTopographyII. Geography,Nature,andEconomicGrowthSocialResponsibilityandEnvironmentalManagementResourcesWorldPopulationTrendsRural/UrbanShiftsControllingPopulationGrowthDevelopedWorldPopulationisDecliningIII. WorldTradeRoutesIV. HistoricalPerspectiveinGlobalBusinessHistoryandContemporaryBehaviorHistoryisSubjectiveChapter4–CulturalDynamicsinAssessingGlobalMarketsTeachingObjectivesCultureinthistextisdefinedinananthropologicalsenseinthatculturereferstotheentiresocialheritageofagroupofpeople.Thus,cultureincludesacountry'seconomy,society,behavior,etc.,alltheelementsdiscussedbeginningonp.94ofthetext.Itisimperativeforinternationalmarketerstolearntoappreciatetheintricaciesofculturesdifferentfromtheirown.Avastmajorityofthemistakesmakebyinternationalbusinessescanbeattributedtoalackofunderstandingsomeaspectofthecultureofacountry.Theteachingobjectivesofthischapterareto:Setthetonefortheentirecourse,whichistheimportanceofculturetoaninternationalmarketer.Createastrongsensitivityinstudentstotheculturaldifferencesthatexistsamongcountriesandtheaffectofculturalelementsonthetotalfabricofdoingbusinessinanothercountry.ReemphasizetheideaoftheSelfReferenceCriterion(SRC)anditsinfluenceondoingbusinessinanotherculture.TheinsidiousnatureoftheSRC–thatis,youareoftenunawareofhowyourSRCisaffectingyourreactiontoanevent,yourevaluationofamarketopportunityortheevaluationofasituationorevent,etc.–isespeciallyimportanttostressinthischapterandthroughoutthecourse.Manymarketingmistakesandmisfirescanbeexplainedbysomeone's'SRCinterferingwithaproperinterpretationofamarketingaction.Becauseculturesaredifferent,oftenwhatisobviousandimportantinyourhomecultureisnotsoobviousandimportantinanotherorviceversa.Explorethestrategyofplannedchange.Byunderstandinghowcultureschange,companiescanovercomeresistancetochangeandaccelerateratesofacceptance.ThisideaismorefullydevelopedinChapter12buttheconceptcanbeintroducedhere.Stressthatinmanycultures,aninternationalmarketerisachangeagentinthattheiractivitiescausesculturalchange.Sometimestheconsequencesofchangecanbeverybeneficialbutinothercases,changecanbeharmful–themarketerhastheresponsibilitytoguardagainstcausingharmfulchange.LectureOutlineI. CultureandItsElementsElementsofCultureMaterialSocialInstitutionsHumansandUniverseAestheticsLanguageAnalysisofElementsII. CulturalKnowledgeFactualvs.InterpretiveKnowledgeCulturalSensitivityandToleranceIII. CulturalValuesIndividualism/CollectiveIndexPowerDistanceIndexUncertaintyAvoidanceIndexMasculinity/FemininityIndexCulturalChangeCulturalBorrowingSimilarities:AnIllusionResistancetoChangePlannedCulturalChangeConsequencesofanInnovationChapter5–BusinessCustomsandPracticesinGlobalMarketingTeachingObjectiveBusinesscustomswithinacountryareanextensionofthecountry'sculture.Therearemanysimilaritiesinhowbusinessisconductedfromcountrytocountrybutthedifferences,ifnotproperlyadjustedfor,oftencauseenormousproblems.Itisnotnecessaryforabusinesspersontoforsaketheirwaysandtochangetoconformtolocalcustomsbut,rather,tobeawareofdifferencesandwillingtoaccommodatethosedifferencesthatcancausemisunderstandings.Justasisthecasewithallculturaldifferences,aperson'sSRCcancauseproblemswhentryingtooperateunderdifferentbusinesscustoms.Theliteratureisfullofexamplesofmisunderstandingsbetweenbusinesspersonsfromdifferentcultureswheneachrespondstotheotherfromhis/herownSRCwithoutanappreciationoftheSRCatwork.Theclassicexampleistime.InsomeLatincultures,thereisadifferenturgencyplacedontime.ThepunctualityofsomeonefromtheUnitedStatescanappear“pushy,tomuchinahurrytomakeadecision,andsoon”whilethelackadaisicalresponsetotimebyaLatincanbeerroneouslyinterpretedasbeinglazyorindifferent.Or,intheUnitedStatesAcquaintthestudentwithsomeofthemorefrequentlyencountereddifferencesinbusinesscustoms.Emphasizetheimportanceofadaptationoraccommodationtodifferencesinbehaviorpatterns.Discussthosebusinesscustomsthatareimportanttoadapttosincemanydifferencesthatexistwithinaculturedonotrequireadaptation.Becomeawareofthedisparatestandardsforbusinessethicsthatexistandtotestone'sownethicalvalues.Exploreaguidetohelpyoumakeethicalandsociallyresponsibledecisions.LectureOutlineI. RequiredAdaptationA. DegreeofAdaptationB. Imperative,Adiaphora,andExclusivesII. ModesofDoingBusinessA. SourcesandLevelofAuthorityB. ManagementObjectivesandAspirations1. PersonalGoals2. SecurityandMobility3. PersonalLife4. SocialAcceptance5. PowerC CommunicationsEmphasisFormalityandTempoP-Timevs.M-TimeE. NegotiationsEmphasisF. GenderBiasinInternationalBusinessIII. BusinessEthicsA BriberyVariationsonaThemeEthicalandSociallyResponsibleDecisionsChapter6–ThePoliticalEnvironment:ACriticalIssueTeachingObjectivesAlltheculturalelementsareimportantininternationalmarketingbutthepoliticalelementisbyfarthemostpervasiveandmustalwaysbeexaminedfrombothdomesticandforeigncountryperspectives.Regardlessofwhereacompanydoesbusiness,thepoliticalelementisalwaysapartnerandfurther,oftenanunpredictableone.GovernmentsbothencourageandcontrolbusinessandthegoalofanMNCistotakestepstoloweritspoliticalvulnerability.Whileconfiscationandexpropriationhaverarelybeenimposedinthelastdecade,theyarethemostseverepoliticalriskandcanalwaysbeimposed.Today,mostgovernmentsencourageforeigninvestmentbutthisdoesnotmeanthattherearenopoliticalrisks.Theteachingobjectivesofthischapterareto:Stressthatgovernmentpolicesandtheirstabilityareinfluencedbypoliticalpartiesandnationalism.Examinethevarioustypesofpoliticalrisksfromthemostsevere,confiscation,tothelesssevere.Discussthevariouswaysgovernmentsencourageforeigninvestment.Explorethemeanscompanieshavetoreducepoliticalvulnerabilityandprotecttheirforeigninvestment.LectureOutlineTheSovereigntyofNationsStabilityofGovernmentPoliciesPoliticalPartiesNationalismPoliticalRisksofGlobalBusinessConfiscation,Expropriation,andDomesticationEconomicRisksPoliticalSanctionsPoliticalandSocialActivistsAssessingPoliticalVulnerabilityPoliticallySensitiveProductsForecastingPoliticalRiskReducingPoliticalVulnerabilityGoodCorporateCitizenshipManagingExternalAffairsStrategiestoLessenPoliticalRiskPoliticalPayoffsGovernmentsEncourageGlobalBusinessForeignGovernmentsU.S.GovernmentChapter7–TheInternationalLegalEnvironmentTeachingObjectivesThischapterdealswithtwobroadissuesinvolvingthelegalenvironment.Thefirstissueisconcernedwiththeproblemsthatarisewithinternationalcommercialcontractsandsettlingdisputeswhentheyarise.Sincethereisnointernationalcommerciallaworinternationalcommercialcourts,disputesmustbesettledunderthelawsofoneofthecountrieswherethepartiesofthecontractresideor,ifanarbitrationclauseisincludedinthecontract,byarbitration.Althoughthereisnointernationalcommerciallawperse,theagreementtoenforcearbitrationdecisionsthatexistsamongalargenumberofcountriesdoescreateasystemthatapproachesinternationalcommercialcourt.Thesecondissueconcernsthecommonlawbaseswheninterpretingthelawsincountrieswhoselegalsystemsarebasedeitheroncode,socialist,orIslamiclaw.Areviewofthedifferentlegalsystemsisimportantforstudentstoappreciatetheproblemsthatariseinprotectingsuchthingsasintellectualpropertyrights,etc.Icontinuetodiscusssocialistlaweventhoughmostformerlysocialistcountriesaremovingtowardadifferentsystem.Myreasoningisthatthelegacyofasocialistlegalsystemcontinuestoinfluencehowbusinesspeoplethinkaboutlegalmatters.Theteachingobjectivesofthischapterareto:Helpstudentsunderstandthefourlegalsystemsoftheworld'scountries.Appreciatethecriticalnatureofjurisdictionwhenlegaldisputesariseandthus,theneedforsolutionsotherthanlitigation.Understandthedifficultyofprotectingintellectualpropertyrightsandhowthoserightscaneasilybelostifthecompanydependsonitsrightsasdefinedinacommonlawcountrytoprotectitinacodelawcountry.Knowthatinadditiontothecommerciallawswithininacountry,acompanymustabidebycertainit’slawsaswell.LectureOutlineI. BasesforLegalSystemsA. CommonCodeLawIslamicLawMarxist-SocialistTenetsII. JurisdictioninInternationalLegalDisputesIII. InternationalDisputeResolutionA. ConciliationB. Arbitration1. TribunalsforArbitration2. InternationalChamberofCommerce3. ArbitrationClausesC. EnforcementsofArbitrationClausesD. LitigationIV. ProtectionofIntellectualPropertyRightsASpecialProblemA. InadequateProtectionB. PriorUseversusRegistrationC. InternationalConventionsV. CommercialLawintheCountriesA. MarketingLawsB. GreenMarketingLegislationC. AntitrustanEvolvingIssueVI. U.S.LawsApplyinHostCountriesA. ForeignCorruptPracticesActB. NationalSecurityLawsC. AntitrustLawsD. AntiboycottLawsExtraterritoriallyofU.S.LawsChapter8–ResearchingGlobalMarketsTeachingObjectivesTheavailabilityandaccuracyofsecondarydataandthechallengeofcollectingprimarydataarethemainthemesofthischapter.Theneedforgoodmarketdataisbecomingmoreimportantintoday'sglobalmarketsascompaniesareseekingmarketsegmentsacrosscountrymarkets.Whilemoreandbetterqualitysecondarydataarebecomingavailable,sourcesofsecondarydatainmostcountriesissubstantiallylessthancompaniesareaccustomedtoathome.Thecollectionofprimarydataisalsoaffectedbytheavailabilityofgoodqualitysecondarydata.Allinall,internationalmarketing“marketentry”decisionsto“continuousoperations”decisionscreatesaneedfordifferenttypesofinformationanddata.WhatassistancedoesanMMISprovide?Makestudentsawareofthebreadthandscopeofinternationalmarketingresearchandthestepsoftheresearchprocess.Exploretheissuesofavailabilityofsecondarydataandtheneedtovalidatedata.Examinequalitativeandquantitativeresearchandtheproblemsofgatheringprimarydata.LectureOutlineBreadthandScopeofInternationalMarketingResearchTheResearchProcessDefiningtheProblemandEstablishingResearchObjectivesProblemsoftheAvailabilityandUseofSecondaryDataAvailabilityofdataReliabilityofdataComparabilityofdataValidatingsecondarydataGatheringPrimaryData--QuantitativeandQualitativeResearchProblemsofGatheringPrimaryDataAbilitytoCommunicateOpinionsWillingnesstoRespondSamplinginFieldSurveysLanguageandComprehensionBackTranslationParallelTranslationDecenteringMulticulturalResearch--ASpecialProblemResearchontheInternet-ANewOpportunityProblemsinAnalyzingandInterpretingResearchInformationResponsibilityforConductingMarketingResearchEstimatingMarketDemandExpertOpinionAnalogyIncomeElasticityCommunicatingwithDecisionMakersChapter9–EmergingMarketsandMarketBehaviorTeachingObjectivesBaringamajorpoliticalandeconomicshiftinthedevelopingworld,evidenceisstrongthatthroughthefirstdecadeofthe21stcenturyemergingmarketswillbewherethemajorityofworld'stotaltradegrowthwilloccur.Growthwilloccuronavarietyoffrontsdevelopmentofinfrastructure,opportunitiesofforeigninvestors,andaspectaculargrowthoftheconsumermarket.Theeventstakingplaceinemergingmarketsmakeinternationalbusinessexcitingandwillcreateopportunitiesandchallengesformultinationalfirms.Theimpactoftrendsthataresweepingthedevelopingcountries–transitionfromsocialisttomarketdriveneconomies,theliberalizationoftradeandinvestmentpoliciesindevelopingcountries,thetransferofpublicsectorenterprisetotheprivatesector,andtherapiddevelopmentofregionalmarketalliances–shouldbetheemphasisofthischapter.Theemergingmarkets,especiallytheBEMs–thoseidentifiedbytheDepartmentofCommerceasbigemergingmarkets–willbethecenterpiecesofglobaleconomicgrowth.Theteachingobjectivesofthischapterareto:Stresstheimportanceofthepoliticalandeconomicchangesaffectingglobalmarketing.Illustratetheconnectionbetweentheeconomiclevelofacountryandtheopportunitiescreatedaseconomicgrowthoccurs.ExplorethevariousdevelopingmarketsintheAmericas,EasternEuropeandtheBalticStates,andAsia.ExaminetheideaoftheDepartmentofCommerce'sBigEmergingMarkets.DiscussthegrowthofnewmarketsegmentsandtheemergingmiddleclassintheBEMsandotheremergingmarkets.LectureOutlineI. MarketingandEconomicDevelopmentA. StagesofEconomicDevelopmentB. NewlyIndustrializedCountriesC. NICGrowthFactorsObjectivesofDevelopingCountriesInfrastructureDevelopmentE. Marketing'sContributionsII. MarketinginADevelopingCountryA. LevelofMarketingDevelopmentB. DemandinADevelopingCountryIII. DevelopingCountriesandEmergingMarketsA. TheAmericasB. EasternEuropeandtheBalticsC. AsiaD. NewestEmergingMarketsStrategicImplicationsforMarketingChapter10–MultinationalMarketRegionsandMarketGroupsTeachingObjectivesThetwomostimportanttrendsininternationalmarketingtodayaretheemergingmarketsdiscussedinChapter9andthecreationandgrowingimportanceofthemultinationalregionalmarketalliances.TheEUhascontinuedtoevolvedespiteseriouswranglingamongitsmembersbutmorefarreachingforthenextdecadesarethecreationofNAFTAanditsprobableexpansion,theseriousdiscussionoccurringamongPacificRimcountriestocreateAPEC,AsiaPacificEconomicCooperationandalmost,overnight,discussionsbybothEUofficialsandtheUnitedStatesoncreatingaNorthAtlanticFreeTradeArea(see,forexample,LionelBarber,“DoesAmericaNeedAContractwithEurope?”,Europe,pp.616.)Theoverallobjectivesofthischapteraretoexplorethevariouspatternsofmultinationalcooperationandthestrategicmarketingimplicationsofeconomiccooperationformarketing.Theteachingobjectivesareto:Explorethepatternsofmultinationaleconomiccooperationindifferentregionsoftheworld–theAmericas,Europe,Asia,Africa,andMiddleEast.ReviewthehistoryandcurrentstatusofEuropeancooperationfromtheearlydaysoftheEuropeanCommonMarkettotheEUanditsexpansionbeyondWesternEuropetoincludeEasternEurope.ReviewtheevolutionofNAFTAanditsimplicationsforLatinAmerica.RevieweconomiccooperationinAsiafromASEANtoAFTAandontheAPEC.LectureOutlineLaRaisond’êtrePatternsofMultinationalCooperationGlobalMarketsandMultinationalMarketGroupsEuropeEuropeanCommunityEuropeanUnionandMaastrichtTreatyTheTreatyofAmsderdamStrategicImplicationsforMarketingTheCommonwealthofCentralEuropeanFree-TradeAgreement(CEFTA)TheAmericasTheNorthAmericanFreeTradeArea(NAFTA)NAFTA--AProgressReportExpansionofNAFTA--NoworEver?SouthernConeFreeTradeArea(MERCOSUR)FreeTradeAreasoftheAmericas(FTAA)orSAFTA?LatinAmericanEconomicCooperationAsianPacificRimAssociationofSoutheastAsianNations(ASEAN)Asia-PacificEconomicCooperationAfricaMiddleEastRegionalTradingGroupsandEmergingMarketsChapter11–DevelopingGlobalMarketingStrategies:PlanningOrganizationTeachingObjectivesAnissuefacingmanymultinationalstodayishowtocompeteinanincreasinglycompetitiveglobalmarket.Whetherasmallcompanyoroneofthegiants,stayingcompetitivemeansconstantlyreaccessingmarketingstrategies.Howproduct,promotion,distribution,andpricingstrategiesevolveininternationalmarketingisdependentontheapproachtointernationalizationthecompanytakes.Ofthethreeoperatingconceptsthatcharacterizeacompany'sinternationalorientation,DomesticMarketExtensionConcept,MultidomesticMarketConcept,orGlobalMarketConcept,themainfocusofthischapterandthetextisontheGlobalMarketConcept.Ibelievethatregardlessofthesizeofacompanyorinhowmanycountriesitoperates,itshouldhaveaglobalorientation.Theteachingobjectivesofthischapterareto:Presenttheoperatingconceptsaninternationalcompanymayhaveandexplore