国际市场营销(双语版)4.AnalysisofMarketandBuyerBehaviour
国际市场营销(双语)ch032.2 Social and cultural environment
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High- and Low-Context Cultures (2)
High-context culture
Less information is contained in the verbal part of the message
Global Marketing Management
Chapter 3 Social and Cultural Environments
Overview
Basic Aspects of Society & Culture Analytical Approaches to Cultural Factors Impact on Industrial Products Impact on consumer Products Cross-Cultural Complications Summary
Negotiations - lengthy
Competitive Bidding
- infrequent
Low-Context - very important - ‘get it in writing’ - ‘time is money’
Keegan: Global Marketing Management
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High- and Low-Context Cultures (1)
Low-context culture:
Messages are explicit Words carry most of the information in communication United States, Switzerland, Germany
国际市场营销英文教案 Chapter I Guiding Theory of th
国际市场营销英文教案Chapter I Guiding Theory of International MarketingI. ObjectivesBy the end of this chapter, students should be able to:1. Understand the concept of international marketing.2. Recognize the importance of international marketing.3. Familiarize with the guiding theories of international marketing.4. Analyze the differences and similarities between domestic marketing and international marketing.II. IntroductionInternational marketing is the process of planning, implementing and controlling the exchange of products and services across national borders. It involves understanding the culture, economic, political and legal factors that affect the international business environment. This chapter introduces the guiding theories of international marketing and highlights the differences and similarities between domestic marketing and international marketing.III. The Concept of International Marketing1. Definition of international marketing:International marketing refers to the activities undertaken a pany to promote, sell and distribute its products or services in more than one country.2. Importance of international marketing:Expansion of market opportunities: By entering international markets, panies can tap into larger customer bases and increase their sales and revenue.Risk diversification: Companies can reduce their dependence on a single market conducting business in multiple countries.Access to resources: International marketing allows panies to access resources such as raw materials, labor and technology from different countries.Competitive advantage: Companies that successfully pete in international markets can gn a petitive edge over their rivals.IV. Guiding Theories of International Marketing1. The marketing mix:The marketing mix consists of the 4Ps –product, price, place and promotion. Companies need to consider these elements when developing international marketing strategies.2. Standardization vs. adaptation:Standardization: Companies can achieve cost efficiencies standardizing their products and marketing strategies across different countries. Adaptation: Companies need to adapt their products and marketing strategies to meet the specific needs and preferences of different markets.3. Importance of culture:Culture plays a crucial role in international marketing. Companies need to understand and respect the cultural differences in order to effectively market their products or services in different countries.V. Differences and Similarities between Domestic Marketing and International Marketing1. Differences:Market environment: International marketing involves additional factors such as cultural, economic, political and legal differences pared to domestic marketing.Language and munication: Companies need to municate with customers in different languages in international marketing.Distribution channels: International marketing may require panies to use different distribution channels and logistics systems.2. Similarities:Basic marketing principles: Both domestic marketing and international marketing follow the same fundamental principles, such as segmentation, targeting and positioning.Marketing mix: Companies need to consider the 4Ps –product, price, place and promotion –in both domestic and international marketing. Objectives: The primary objectives of both domestic and international marketing are to promote products or services, generate sales andachieve profitability.This chapter provides an overview of the guiding theories of international marketing and highlights the differences and similarities between domestic marketing and international marketing. Understanding these concepts will help students develop a solid foundation in international marketing.六. Analysis of International MarketsI. ObjectivesBy the end of this chapter, students should be able to:1. Analyze the political and economic environment of a country.2. Understand the cultural, social, and demographic factors that affect international marketing.3. Assess market potential and market segments in international markets.4. Evaluate the petitive landscape of international markets.II. IntroductionAnalyzing international markets is a critical step in developing successful international marketing strategies. This chapter focuses on the analysis of political, economic, cultural, social, and petitive factors that affect international marketing. Understanding these factors will help students make informed decisions when expanding business operations internationally.III. Political and Economic Environment1. Political factors:Government stability and political risk. Trade policies and regulations.Tariffs and non-tariff barriers.2. Economic factors:Economic growth and development. Exchange rates and inflation.Consumer purchasing power.IV. Cultural, Social, and Demographic Factors 1. Cultural factors:Language and munication styles. Values, beliefs, and norms.Cultural symbols and icons.2. Social factors:Family structures and relationships. Lifestyle and consumer behavior. Education and literacy rates.3. Demographic factors:Population size and growth.Age distribution and life expectancy. Urbanization and population density.V. Market Potential and Market Segments1. Market potential:Total addressable market (TAM) analysis.Serviceable addressable market (SAM) analysis.Serviceable obtnable market (SOM) analysis.2. Market segments:Segmentation variables such as age, gender, ine, and lifestyle. Targeting strategies and positioning.VI. Competitive Landscape1. Competitive analysis:Identifying direct and indirect petitors.Analyzing petitors' strengths and weaknesses.Assessing petitive strategies and market share.2. Market entry strategies:Exporting and importing.Licensing and franchising.Foreign direct investment (FDI) and joint ventures.七. International Marketing StrategiesI. ObjectivesBy the end of this chapter, students should be able to:1. Understand the different international marketing strategies.2. Analyze the advantages and disadvantages of each strategy.3. Develop an international marketing strategy based on the pany'sobjectives and market analysis.II. IntroductionInternational marketing strategies are essential for panies to achieve their global business objectives. This chapter discusses the various international marketing strategies, including standardization, adaptation, and multi-domestic strategies. Students will learn to evaluate the pros and cons of each strategy and develop an appropriate strategy for a given market.III. Standardization Strategy1. Definition and advantages:Standardization involves offering the same product or service across all international markets.Cost efficiency due to simplified production, marketing, and distribution processes.2. Disadvantages:Potential cultural insensitivity and resistance from local consumers. Limited ability to adapt to local market needs and preferences.IV. Adaptation Strategy1. Definition and advantages:Adaptation involves customizing products, services, and marketing strategies to fit local market needs.Increased appeal to local consumers due to cultural relevance andcustomization.2. Disadvantages:Higher costs and plexities associated with customization.Potential inconsistencies in branding and messaging across different markets.V. Multi-Domestic Strategy1. Definition and advantages:Multi-domestic involves decentralizing decision-making to local markets.Flexibility and responsiveness to local market conditions and consumer preferences.2. Disadvantages:Potential lack of coordination and consistency across markets.Higher administrative and operational costs due to decentralization. VI. Developing an International Marketing Strategy1. Company objectives and market analysis.2. Evaluation of the petitive landscape and market opportunities.3. Selection of an appropriate international marketing strategy based on the pany's resources, capabilities, and market requirements.八. International Marketing MixI. ObjectivesBy the end of this chapter, students should be able to:1. Understand the importance of the international marketing mix.2. Analyze how the 4Ps (product, price, place, and promotion) can be adapted in international markets.3. Develop an effective international marketing mix strategy.II. IntroductionThe international marketing mix is a critical ponent of any international marketing strategy. It十一. Product Adaptation and Standardization in International Marketing I. ObjectivesBy the end of this chapter, students should be able to:1. Expln the concepts of product adaptation and standardization in international marketing.2. Analyze the factors influencing the decision to adapt or standardize products in international markets.3. Discuss the advantages and disadvantages of product adaptation and standardization.II. IntroductionWhen expanding into international markets, panies must decide whether to adapt their products to local market needs or mntn consistency across all markets. This chapter explores the concepts of product adaptation and standardization and the factors that influence this decision-making process.III. Product Adaptation1. Definition:Product adaptation refers to the customization of a product to meet the specific needs and preferences of a particular international market.2. Factors influencing product adaptation:Cultural differences: Products may need to be adapted to align with local cultural norms and values.Legal and regulatory requirements: Products must ply with the laws and regulations of the international market.Market segmentation: Products may be adapted to target specific market segments in different countries.IV. Product Standardization1. Definition:Product standardization involves offering the same product across all international markets without significant customization.2. Factors influencing product standardization:Cost efficiency: Standardization can lead to cost savings in production, marketing, and distribution.Brand consistency: Standardization helps mntn a consistent brand image across all markets.Market homogeneity: Some products may appeal to a global audience without the need for adaptation.V. Advantages and Disadvantages of Product Adaptation and Standardization1. Advantages of product adaptation:Increased appeal to local consumers due to cultural relevance.Better chance of market acceptance and higher sales.2. Disadvantages of product adaptation:Higher costs associated with customization and adaptation.Potential for increased plexity in production and supply chn management.3. Advantages of product standardization:Cost efficiency and economies of scale.Simplified production, marketing, and distribution processes.4. Disadvantages of product standardization:Potential cultural insensitivity and limited appeal to local consumers. Risk of missing out on market opportunities in countries with unique needs and preferences.十二. Pricing Strategies in International MarketingI. ObjectivesBy the end of this chapter, students should be able to:1. Understand the importance of pricing strategies in international marketing.2. Analyze different pricing strategies used in international markets.3. Develop an effective pricing strategy for a product or service in an international market.II. IntroductionPricing is a critical ponent of the international marketing mix. It affects the perceived value of a product, its petitiveness in the market, and the pany's profitability. This chapter explores various pricing strategies used in international markets and the factors influencing pricing decisions. III. Pricing Strategies in International Markets1. Cost-based pricing:Determine the cost of producing and delivering the product, and add a desired profit margin.2. Competition-based pricing:Set the price based on the prices of petitors' products.3. Value-based pricing:Set the price based on the value perceived the customer.4. Penetration pricing:Set a low initial price to enter the market and gn market share.5. Skimming pricing:Set a high initial price to maximize profits from early adopters.IV. Factors Influencing Pricing Decisions1. Cost structure:Production costs, transportation costs, and other costs associated withdelivering the product to the international market.2. Competition:Analyze the pricing strategies of petitors and position the product accordingly.3. Customer perception:Understand the value customers attach to the product and price it accordingly.V. Developing an Effective Pricing Strategy1. Analyze the market and petition.2. Determine the cost structure and desired profit margins.3. Consider customer perception and value proposition.4. Evaluate the impact of pricing on market penetration and profitability. 十三. Distribution Channels and Logistics in International MarketingI. ObjectivesBy the end of this chapter, students should be able to:1. Understand the importance of distribution channels and logistics in international marketing.2. Analyze different distribution channels used in international markets.3. Develop an effective distribution channel and logistics strategy for a product or service in an international market.II. IntroductionDistribution channels and logistics play a crucial role in重点和难点解析重点：1. 国际市场营销的概念和重要性。
国际市场营销(双语)ch1353 Global marketing channels and on
Keegan:Global Marketing Management
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Distribution Channels for Consumer Products
Door-to-door Manufacturer-owned store Franchise operations Combined structures
Keegan:Global Marketing Management
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Top 5 Food Franchises Abroad
Chain: 1. McDonald’s 2. KFC 3. Pizza Hut 4. Burger King 5. Tim Hortons
Source: Restaurant Business
Keegan:Global Marketing Management
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Learning Objectives
Recognize the complexity of global channels & distribution
Know which characteristics influence the design of distribution channels for international markets
Know how new developments reshape international distribution
Keegan:Global Marketing Management
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Channel Objectives
Create utility of place, time & information Can be a source of competitive advantage Important because of number & nature of
国际贸易实务双语教程(第版)答案
第一章练习答案Unit 1 A brief introduction to international tradeI. Answer my questions1. International trade is business whose activities involve the crossing of national borders. It includes not only international trade and foreign manufacturing but also encompasses the growing services industry in areas such as transportation, tourism, banking, advertising, construction, retailing, wholesaling, and mass communications. It includes all business transactions that involve two or more countries. Such business relationship may be private or governmental.2. Sales expansion, resource acquisition and diversification of sales and supplies.3. To gain profit.4. To see out foreign markets and procurement.5. There are four major forms which are the following:Merchandise exports and Imports, Service Exports and Imports, Investment and Multinational Enterprise.6. It is the account which is a summary statement of the flow of all international economic and financial transactions between one nation (eg.the United States ) and the rest of the world over some period of time, usually one year.7. Merchandise Exporting and Importing.8. Yes. There are great differences between them.1) direct investment takes place when control follows the investment. It usually means high commitment of capital, personnel, and technology abroad. It aims at gaining of foreign resources and foreign markets. Direct investment may often get higher foreign sales than exporting. And sometimes it involves two or more parties.2) While portfolio investments are not under control. And they are used primarily for financial purposes. Treasures of companies, for example, routinely more funds from one country to another to get a higher yield on short term investments.9. MNE is the abbreviation of the multinational enterprise. Its synonyms are NNC (the multinational corporation) and TNC (transnational corporation).10. Examples are travel, transport, fee, royalties, dividends and interest.11. The choice of forms is influenced by the objective being pursued and the environments in which the company must operate.12. It is limited by the number of people interested in a firm’s products and services and by customers’ capacity to make purchase.13. This is because at an early stage of international involvement these operations usually take the least commitment and least risk of a firm’s resources.14. Royalties means the payment for use of assets from abroad, such as for trademarks patens,copyrights, or other expertise under contract known as licencing agreements.Royalties are also paid franchising.15. It is a way of doing business in which one party (the franchiser) the use of a trademark that is an essential asset for the franchisers’ business.II Match each one on the left with its correct meaning on the right1. J2.A3.E4.B5.C6.D7.I8.G9.F 10.HIII Translate the following terms and phrases into Chinese1 购买力11经济复苏；恢复2潜在销售量12 经济衰退3加价，涨价13间接投资4国内市场14有形货物5制成品15有形进出口6边际利润16收入及支出；岁入及岁出7市场占有率17超额能力8贸易歧视18贸易中间人（商）；经纪人9时机选择19全部包建的工程承包方式10经销周期20许可证协定IV. Case Study.Batteries called “white elephant” exported from China were very popular in Southeast Asia, but in United States no one was interested in the goods. Why?Batteries called "white elephant" exported from China were very popular in Southeast Asia, because "white elephant" was a lucky thing in Southeast Asia, but no one was interested in it in the market of Europe and the United States. The boss of the company was very strange that the quality of the battery or the price of reasons, so he asked his staff to investigate. Finally he found that is the brand "white elephant" to be blame. The brand's name translated into English was "white elephant" which meant something were no use but cumbersome in Western countries. It was really a bad translation from culture information perspective. The meaning derived from a legend. According to the legend, there was a king who hated a minister, so he gave a white elephant to the minister for punishment. The minister has to take care of the white elephant, he couldn't give it to others or kill it because it's the king gave it to him. However, the appetite of the white elephant was so great, and the minister became poorer. So it showed people in western countries would not buy the battery for the consumers have no willing to buy something useless but cumbersome.V. Please try to find out some cases about cultural differences in doing international business. (Open)VI. Please determine whether the following statements are TRUE or FALES. Then put T for TRUE or F for FALES in the bracket at the end of each statement.1. ( T )2. ( F )3. ( F )4. ( T )5. ( F )6. ( T )7. ( T )8. ( F )9.（T ）10.（T）11.（F）12.（F）13.（T）14.（T）15.（F）Ⅶ.Translate the following into English1.Trade is often said to be the "engine" of development. Although this analogy is too simple, itdoes illustrate the importance of foreign trade in economic development. Although the healthy growth of exports is not always sufficient for rapid and sustained economic growth, it is undeniable that there is a positive and close link between the two. The role of trade development in economic growth is manifested in many ways. Among them are: the benefits of professional division of labor, the role of international competition in promoting domestic economic efficiency and the ability to pay for the import of goods needed for development, as well as more generally , the encouragement of investment and entrepreneurship.2.International trade is the exchange of goods and services produced by one country withgoods and services produced by another country. In addition to the visible trade, that is, the import and export of goods and cargos, there are also invisible trade, which refers to the exchange of labor between countries. Countries such as Greece and Norway, which have vast maritime fleets and provide transport services, reflect a form of invisible trade. For some countries, invisible trade is just as important as raw materials and commodity exports for some other countries. In both cases, these countries can make money to buy the goods they need.3.International trade is varied in a variety of ways. Underwriting refers to the seller , in aparticular area and within a certain period of time , to give foreign customers the exclusive right to sell the designated commodity trade. In this deal, the goods are taken over by the underwriter, sold on their own and are self-financing. This is different from a commission-only agent, and because the underwriter enjoys a franchise in a particular area, making it distinct from the general sale and purchase agreement.4.No country in the world can produce all the products it needs, so all countries participate inthe international division of labor for effective production and reproduction. Sometimes , a country can buy goods and services abroad from a barter, which refers to the exchange of onegood for another and not for money. Barter trade by itself is not enough to meet the needs ofa country's imports. However, as a mode of trade, it is attractive to developing countries thathave a shortage of foreign exchange or shortage of inflow of foreign capital to meet the demand for foreign trade.Ⅷ. Multiple Choices1-5 D D A D B 6-10 A A A B A第二章练习答案Unit 2 General Procedures of Export and Import TransactionI. Answer the following questions1.Please tell us the procedures of international trade.The procedures of an export or import business are so complicated that it may take quite a long time to conclude a transaction. Varied and complicated procedures have to be gone through in the course of export or import transaction. From the very beginning to the end of the transaction, the whole operation generally undergoes four stages: preparing for exporting or importing, business negotiation, implementation of the contract, and settlement of disputes(if any). Each stage covers some specific steps. Since the expo rt and import trades are two sides of the same coin, and one country’s export is another country’s import.2.What are the parties involved in export and import transaction?The parties who are involved in export and import transactions are numerous and can be described as variously. The basic parties are the buyer who purchases the goods and the seller who provides the goods.3.What are the specialists involved in export and import transaction?Many specialists may be involved in export and import transaction, including:(1) A shipping agent and /or foreign forwarder (forwarding agent) will take responsibility for the documentation and arrange for the goods to be shipped by air, sea, rail or road. These services may be carried out by the supplier’s own export department, if they have the expertise.(2) Airlines, shipping lines, railway companies or haulage contractors will actual transport the goods.(3) Both the importer’s and exporter’s banks will be involved in arranging payments if a letter of credit or bill of exchange is used.(4) Customs and Excise officers may need to examine the goods, check import or export licensing and charge duty and /or V AT.(5) A chamber of Commerce may need to issue a Certificate of Origin, if this is required by the importer’s country.(6) An insurance company insures goods in transit.(7) A lawyer if a special contract has to be drawn up.4. What are the documents needed in export and import transaction?An import/export transaction usually requires a lot of complicated documents because it is difficult to make many different arrangements when one firm is dealing with another on the other side of the world. The number and type of documents needed depend on the specific requirements of the exporter and importer. Generally, the documents needed include:(1) Bill of Lading.(2) Commercial Invoice.(3) Proforma Invoice.(4) Consular Invoice.(5) Packing List.(6) Weight Memo.(7) Certificate of Inspection.(8) Certificate of Origin.(9) Insurance Policy (Certificate).(10) Sales Contract.(11) Sales Confirmation.II. Filling the blanks with the suitable words in the text:1.meeting/satisfying;2.agent, foreign/overseas;mission;4.own;5.setting;6.patent;7.profits;8.outlets; 9.joint, venture; 10.subsidiaryIII. J udge the following statement, mark True (T) or False(F)1F 2. T 3. F 4. F 5.F 6.F 7.T 8.F 9.F 10. T 11. T 12.F 13. T 14. F 15.TIV. Explain the meaning of the words or phrases below as requested1. Offer: An offer is a proposal made by sellers to buyers in order to enter into the contract.2. Withdrawal: It means an offer by the offerer has been withdrawn before it is reached to the offeree in order to prevent its entry into force.3. Enquiry: An enquiry is a request for business information, such as price lists, catalogue, samples, and details of the goods or trade terms. It can be made either by the importer or the exporter.4. Acceptance: Acceptance is a statement made by other conduct of the offerees indicating unconditional consent to an offer.5. Shipping agent: Shipping agent(船代）is a ship owner's representative whose job is to find the ships to carry.V. Compose a letter of enquiry with the following particulars:Messrs. Arthur Grey & Son,19 Cheapside,London, E.C.2Dear Sirs,We have obtained your name and address from China Council for Promotion of International Trade and learned that you are one of the leading exporters of Ice Box in your district.We are now interested in 100 sets of the said article and should be pleased if you would let us know whether you can supply us with the quantity and quality we desire. Please quote us your best price on CIF Guangzhou basis. When offering, please state clearly terms of payment, time of delivery, packing conditions together with illustrated catalogue for our consideration.We are looking forward to your early reply.Yours faithfully,VI. Please make your offer according to the following particulars:Dear Sirs,Thank you for your letter of 5th May. We are glad to learn of the inquiries you have had from your customers for our raincoats. Our "D.D." range is particularly suitable for warm climates, and during the past years we have supplied this range to dealers in several tropical countries, from many of whom we have already had repeated orders. This range is popular not only because it is light in weight,but also because the material used has been specially treated to prevent excessive condensation on the inside surface.For the quantities you mention we are pleased to quote as follows:"D.D." Raincoats100 men's medium @ US$14.50 US$ 1,450100 men's small 14.0 1,400100 women's medium 13.2 1,320100 women's small 12.7 1,270US$ 5,440Payment: by irrevocable L/C at sightShipment: Shipment will be effected within three or four weeks after receiving the L/C.This offer is subject to our final confirmation. We feel you may be interested in our other products and enclose some pamphlets for your reference.We are awaiting your early orders.Yours sincerely,VII. Write a counter-offer according to the following particulars:Dear Sirs,We thank you for your quotation May 10 for 1,000 sets of Hair IceBox. We find your price as well as delivery date satisfactory, however, we would give our suggestions of an alternation of your payment terms.Our past purchase of other household electrical appliances from you has been paid as a rule by confirmed, irrevocable letter of credit at sight. On the basis, it has indeed cost us a great deal. From the moment to open credit till the time our buyers pay us, the tie-up of our funds lasts about four months. Under the present circumstances, this question is particular taxing owing to the tight money condition and unprecedentedly high bank interests.In view of our long business relations and our amicable cooperation prospects, we suggest that you accept either “cash against documents on arrival of goods” or “drawing on us at 60 day’s sight”.Your first priority to the consideration of the above request and an early favorable reply will be highly appreciated.Yours sincerely,VIII. Case StudyQuestions:(1) What is your opinion? Give the reasons to support your opinion.(2) How to prevent such dispute?(1) The first letter of Company A and Company B can be considered as an offer, during which Company A made a request for packaging. While Company B modified the terms of the offer, which can be considered as a counter offer or a new offer. After the counter offer was issued by Company B, Company A did not reply. Although it indicated that it was bound by the offer of the company B, yet Company A did not expressly accept to Company B,(2)At this time , the contract is not established. Therefore, Company B refused to honor the contract on this ground. Company A would fall into the passive status. In order to avoid this situation, Company A, in receipt of the B Company's offer, should promptly accept it.Ⅸ.Multiple Choices1. BCE2. AB3. BCD4. ABE5. ADE6. BCDE7. CD8. ABC9. ABC 10. ABC第三章练习答案Unit 3 Contracts for the International Sale of GoodsI. Translate the followings from Chinese into English:1 terms of payment2 written form of contract3 execution of the contract4 sales contract5 purchase confirmation6 terms of transaction7 trading partners 8 the setting up of a contract9 trade agreement 10 consignment contract11 the contract proper 12 extension of the contract13 the contracting parties 14 special clause15 general terms and conditionsII. Answer the following questions in English:1 A contract is an agreement which sets forth bind obligations of the relevant parties. And any part that fails to fulfill his contractual obligations may be sued and forced to make compensation.2 There are two parties of business contract negotiations: oral and written. The former refers to direct discussions abroad; written negotiations often begin with enquiries made by the buyers.3 A written contract is generally prepared and signed as the proof of the agreement and as the basis for its execution. A sales or purchase confirmation is less detailed than a contract, covering only the essential terms of the transaction. It is usually used for smaller deals or between familiar trade partners.4 The setting up of a contract is similar to that of a trade agreement or any other type of formal agreements. It generally contains: 1) the title. The type of the contract is indicated in the title; 2) the contract proper. It is the main part of a contract; 3) the signature of the contracting parties indicating their status as the seller or the buyer; 4) the stipulations on the back of the contract and are equally binding upon the contracting parties.5 It generally contains the time of shipment, the mode of payment described in addition to an exact description of the goods including the quantity, quality, specifications, packing methods, insurance,commodity inspection, claims, arbitration and force majeure, etc.III. Translate the following into Chinese:合同是在双方达成协议的基础上制定的，而协议又是双方进行商务谈判的结果。
国际市场营销(双语)《国际市场营销(双语)》课程教学大纲
《国际市场营销（双语）》课程教学大纲课程编号：11263制定单位：国际经贸学院制定人（执笔人）：陈琦*******制定（或修订）时间：2016年2月28日江西财经大学教务处《国际市场营销（双语）》课程教学大纲一、课程总述本课程大纲是以2014年全校本科专业人才培养方案为依据编制的。
二、教学时数分配三、单元教学目的、教学重难点和内容设置Chap.1. The Scope and Challenge of International Marketing教学目的：理解国际市场营销的动因、国际市场营销的职能以及文化差异对国际市场营销的影响。
教学重难点：理解自我参考准则和民族优越感的概念、联系与区别；了解自我参考准则和民族优越感对跨文化沟通和认知的影响。
内容设置：1. The changing face of U.S. business2. The scope of the international marketing task3. The increasing importance of global awareness4. The progression of becoming a global marketer5. The importance of the SRC in international marketingChap.2. The Global Environment of International Marketing教学目的：了解国际市场营销的区域和全球环境。
教学重难点：理解国际收支状况对一国贸易政策的影响；了解主要的区域经济一体化组织的异同；了解区域和全球一体化组织对国际市场营销的影响。
内容设置：1. The basis for the reestablishment of world trade following World War II2. The importance of balance-of-payment figures to a country’s economy3. The effects of protectionism on world trade4. The seven types of trade barriers5. The importance of GATT and WTOChap.3. History and Geography: The Foundations of Culture教学目的：了解历史和地理与文化的形成、特质之间的关系。
国际营销(双语)期末章节重点
国际营销(双语)期末章节重点考试题型：单选10×1判断并改错5×3名词解释5×4简答5×6论述1×10案例分析1×15第一章The Scope and Challenge of International Marketing一、名词解释1、international marketing国际市场International marketing is the performance of business activities designed to plan,price,promote,and direct the flow of a company's goods and service to Consumer or users in more than one nation for a profit.2、uncontrollable elements不可控因素The elements of business environment which beyond the control of companies.3、SRC Self-Reference Criterion自我参展标准An unconscious reference to one's own cultural values, experiences,and knowledge as a basis for decision.4、Global Awareness全球意识Tolerance of cultural difference and knowledge of cultures, history,world marketpotential,and global economic, social,and political trends.二、简答2、“...the marketer’s task is the same whether appliedin Dime Box,Texas,or Dar es Salaam,Tanzania.”Discuss. The only difference between domestic marketing and international marketing is that the activities take place in more than one country.Therefore,the marketing task is the same throughout the world.As the business’s goal is same in different place,which is to make profit by promoting,pricing,and distributing products for which there is a market.In the other word,the task never change, which are deal with controllable elements and uncontrollable elements.4、Discuss the four phases of international marketing involvement.国际市场营销的四个阶段The first phase is domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm.The second is domestic firms which have temporary surpluses which are sold abroad on an availability basis with no intention for continuing market representation. The third is the domestic firms that have permanent productive capacity which is used toproduce goods which are sold on a continuing basis in foreign markets.The fourth is the international company that produces aproduct for the world market.5、Discuss the conditions that have led to the development of global markets.讨论导致全球市场发展的条件。
国际市场营销(双语版)第8章 国际市场分销渠道策略
9
2021/4/23 商务有理、行商有道
（1）出口经销商。
出口经销商只要包括出口公司、出口直运批发商、出口转卖商、外国 进口商和国际贸易公司等五种类型。
①出口公司 Export companies.
②出口直运批发商 Direct transport export wholesalers.
③出口转卖商Export reseller.
2.市场特点 Market characteristics.
市场前潜量大，越需要利用中间商；如果市场潜量小，企业可以 考虑直接利用推销员推销；个人消费者市场分散，购买频繁，数 量少，要求就近方便地买到，如果采用生产者—零售商—消费者 的短渠道，势必因订货频繁、运输储存工作量大而加大流通费用， 所以生产厂家和零售企业，特别是中小企业，宁愿在批发企业的 协助下组成长渠道，或利用批零合一的连锁店。
国际市场营销(双语版)2.TheInternationalMarketingenvironment
mothers. They thought
just changed diapers for
Pampers were too thick,
babies twice a day—morning
because they changed Pampers from P & G and evening. Therefore
The Marketing Environment
Vanessa Chen Applied Foreign Languages Department, PYP
2.1.2 市场营销环境与企业营销活动
市场营销环境是企业生存和发展的条件， 对企业具有强制性，企业必须适应环境， 然而企业又具有能动性，对环境具有反作 用。
正面影响 负面影响
Vanessa Chen Applied Foreign Languages Department, PYP
不知道
契机——生活方式
新住房 新汽车 节日 旅行 分期消费 交通 退休 疾病 保险 购物 饮食
正面影响 负面影响
Vanessa Chen Applied Foreign Languages Department, PYP
= PI－所得税－ 非商业性开支 = 个人消费+储蓄/投资 eg.2001我国城镇人均DPI=6,280元，Max上海=10,000
△ 可自由支配的个人收入 = DPI－储蓄－购买生活必需品的固定开支
2、区别货币收入 & 实际收入
Vanessa Chen Applied Foreign Languages Department, PYP
vanessachenappliedforeignlanguagesdepartmentpyp213市场营销环境的综合分析方法swotso战略利用优势利用机会战略利用优势利用机会wo战略利用机会克服劣势战略利用机会克服劣势st战略利用优势回避威胁战略利用优势回避威胁wt战略回避威胁克服劣势战略回避威胁克服劣势优势strengths劣势weakness机会opportunities威胁threats优势strengths劣势weakness机会opportunities威胁threatsvanessachenappliedforeignlanguagesdepartmentpypso战略公司优势机会战略公司优势机会战略中央电视台垄断广告需求大广告招标长虹低成本康佳换届价格战海尔管理品牌休克鱼兼并中央电视台垄断广告需求大广告招标长虹低成本康佳换届价格战海尔管理品牌休克鱼兼并vanessachenappliedforeignlanguagesdepartmentpyp抓住契机主动出击?仔细阅读下面的这些表并且加以应用?正面影响
国际市场营销英文教案 Chapter I Guiding Theory of th
国际市场营销英文教案Chapter I Guiding Theory of International Marketing1. Objectives:At the end of this chapter, students will be able to:Understand the concept of international marketing.Expln the guiding theories of international marketing.Discuss the importance of international marketing in the global business environment.2.Briefly introduce the topic of international marketing.Highlight the importance of international marketing in today's globalized world.Outline the objectives of the chapter.3. Definition of International Marketing:Provide a clear definition of international marketing.Discuss the differences between international marketing and domestic marketing.Expln the scope of international marketing.4. Guiding Theories of International Marketing:Introduce the mn theories that guide international marketing decisions. Discuss each theory in detl, including its assumptions, implications, and limitations.Provide real-world examples to illustrate the application of these theories.5. Importance of International Marketing:Expln the significance of international marketing in achieving organizational objectives.Discuss the benefits of international marketing for businesses and consumers.Analyze the challenges and opportunities in international marketing. 6. Conclusion:Summarize the key points discussed in the chapter.Reinforce the importance of understanding the guiding theories of international marketing.Highlight the need for further study and research in this field.7. Exercises and Case Studies:Provide a list of exercises and case studies for students to practice and apply the concepts discussed in the chapter.Encourage students to analyze real-world examples and critically evaluate the strategies used in international marketing.8. References:List the references used in the chapter for further reading and research.9.appendix:Provide additional resources, such as articles, books, and websites, forstudents who want to explore the topic of international marketing in more detl.10. Self-Assessment Quiz:Include a self-assessment quiz at the end of the chapter to help students evaluate their understanding of the concepts and theories discussed. Chapter VI International Marketing Environment1. Objectives:At the end of this chapter, students will be able to:Describe the international marketing environment.Analyze the factors that affect international marketing decisions. Discuss the political, economic, social, technological, and cultural aspects of the international marketing environment.2. Introduction to International Marketing Environment:Expln the significance of the international marketing environment. Outline the mn ponents of the international marketing environment. 3. Political Factors:Discuss the impact of political factors on international marketing decisions.Explore the role of governments, trade policies, and political stability in international marketing.4. Economic Factors:Analyze the economic factors that influence international marketingstrategies.Examine the importance of economic indicators, exchange rates, and inflation in international marketing.5. Social Factors:Discuss the role of social factors in international marketing decisions. Explore cultural diversity, demographic trends, and consumer behavior in different countries.6. Technological Factors:Examine the impact of technological advancements on international marketing.Discuss the use of technology in market research, munication, and distribution.7. Cultural Factors:Analyze the influence of cultural factors on international marketing strategies.Explore the importance of cultural adaptation, branding, and product positioning in different markets.8. Conclusion:Summarize the key points discussed in the chapter.Reinforce the importance of understanding the international marketing environment.Highlight the need for further study and research in this field.9. Exercises and Case Studies:Provide a list of exercises and case studies for students to practice and apply the concepts discussed in the chapter.Encourage students to analyze real-world examples and critically evaluate the strategies used in international marketing.10. References:List the references used in the chapter for further reading and research.11. Appendix:Provide additional resources, such as articles, books, and websites, for students who want to explore the topic of international marketing environment in more detl.12. Self-Assessment Quiz:Include a self-assessment quiz at the end of the chapter to help students evaluate their understanding of the concepts and theories discussed. Chapter VII International Market Research1. Objectives:At the end of this chapter, students will be able to:Define international market research.Expln the importance of international market research.Discuss the mn methods and techniques used in international market research.2. Introduction to International Market Research:Discuss the significance of international market research in the global business environment.Outline the objectives and scope of international market research.3. Importance of International Market Research:Analyze the benefits of international market research for businesses. Discuss the role of international market research in reducing risks and improving marketing strategies.4. Methods and T echniques of International Market Research:Explore the various methods and techniques used in international market research.Discuss the advantages and limitations of each method.5. Secondary Market Research:Define secondary market research and expln its importance in international marketing.Discuss the sources of secondary market research data and their usefulness in international market research.6. Primary Market Research:Expln the concept of primary market research.Discuss the methods used in primary market research, such as surveys, interviews, and focus groups.7. Ethical Considerations in International Market Research:Discuss the ethical issues involved in international market research.Explore the importance of mntning ethical standards and ensuring the protection of research participants.8. Conclusion:Summarize the key points discussed in the chapter.Reinforce the importance of international market research in decision-making.Highlight the need for further study and research in this field.9. Exercises and Case Studies:Provide a list of exercises and case studies for students to practice and apply the concepts discussed in the chapter.Encourage students to analyze real-world examples and critically evaluate the strategies used in international market research.10. References:List the references used in the chapter for further reading and research.11. Appendix:Provide additional resources, such as articles, books, and websites, for students who want to explore the topic of international market research in more detl.12.重点和难点解析在上述教案中，有几个关键环节需要重点关注。
国际市场营销 International Marketing chapter 4
2013-8-15
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I. What is Consumer Buying Behavior?
A firm needs to analyze buying behavior for: • Buyers reactions to a firms marketing strategy has a great impact on the firms success. • The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies customers, therefore need to analyze the what, where, when and how consumers buy. • Marketers can better predict how consumers will respond to marketing strategies.
2013-8-15
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Key terms
1. consumer market: All the individuals and households who purchase goods and services for personal use. 消费者 市场 2. consumer buying behavior: Buying Behavior is the decision processes and acts of people involved in buying and using products. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. Process by which individuals search for, select, purchase, use, and dispose(处置) of goods and services, in satisfaction of their needs and wa The Buyer Decision Process- Need Recognition
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Need 需要
Motivation 动机
Behaviour 行为
满足需要 Satisfaction of need
Vanessa Chen Applied Foreign Languages Department, PYP
Personality and self-concept
What matters most is how you see yourself.
External Stimuli-
Friends
Vanessa Chen Applied Foreign Languages Department, PYP
The Buyer Decision Process Step 2. Information Search
Buyer Characteristics Buyer Decision Process
Product Choice Brand Choice Dealer Choice
Purchase Timing Purchase Amount
Vanessa Chen Applied Foreign Languages Department, PYP
Family (most important) •Husband, wife, kids •Influencer, buyer, user
Vanessa Chen Applied Foreign Languages Department, PYP
[Case study 1] Beyoncé, Pepsi, and history’s best and worst celebrity endorsement deals
Perception
Learning
Vanessa Chen Applied Foreign Languages Department, PYP
Maslow’s Hierarchy of Needs
Self Actualization
(Self-development)
Esteem Needs (self-esteem)
• Measured by: Occupation, Income, Education, Wealth and Other Variables.
下下层
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Affecting Consumer Behavior: Social
社会阶层
不同阶层的人具有不同的 价值观念、生活习惯 和消费行为
上上层
下上层
中下层
上下层
Social Class
中上层 • Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors.
State Where the Buyer’s Needs are Fulfilled and the Buyer is Satisfied.
Buyer Recognizes
a Problem or a Need.
Needs Arising From: Internal Stimuli –
Hunger
VarietySeeking Behavior
Habitual Buying Behavior
Vanessa Chen Applied Foreign Languages Department, PYP
Buyer Decision Process
Evaluation of
Alternatives
Information Search
and self-concept
Psychological
Motivation Perception Learning Beliefs and attitudes
Buyer
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Affecting Consumer Behavior: Culture
Factors Affecting Consumer Behavior: Culture
Culture is the Set of Values, Perceptions, Wants & Behavior Learned by a Member of Society from Family.
Vanessa Chen Applied Foreign Languages Department, PYP
Cars are often seen as a status symbol, and marketers choose which element to present in their advertising.
Sheer Driving Pleasure The Ultimate Driving experience
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Vanessa Chen Applied Foreign Languages Department, PYP
Vanessa Chen Applied Foreign Languages Department, PYP
日本大米的故事
1993年和1994年两年日本大米歉收10%后，日本政府 不得不放宽进口大米的限制，从美国加州进口大量大 米。但是进口大米的消息在老百姓中传开后，人们纷 纷花比进口大米贵10倍的价格抢购日本产大米。人们 囤积日本产大米，甚至出现出售本地大米的商店被盗 窃等社会扰乱，进口大米却无人问津。报纸和电台不 厌其烦地进行各种各样的口味测试，讨论日本大米和 廉价的美国大米味道有什么不同。政府只好命令所有 商店必须将加州大米与日本大米掺和销售，明文关闭 只销售本地产大米的商店。并请相扑明星在媒体上表 明他们非常喜欢外国大米。
• Hispanic Consumers
• African American Consumers
• Asian American Consumers
• Mature Consumers
Click for graphic
Vanessa Chen Applied Foreign Languages Department, PYP
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Affecting Consumer Behavior: Psychological
Motivation
Beliefs and Attitudes
Psychological Factors Affecting Buyers Choices
Significant differences
between brands Few
differences between brands
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
Model of Buyer Behavior
Marketing and Other Stimuli
Buyer’s Black Box
Buyer Responses
Marketing
Product Price Place Promotion
Other
Economic Technological Political Cultural
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Affecting Consumer Behavior: Personal
Age and Life Cycle Stage
Personal Influences
Economic Situation
Understand factors influencing consumer behaviour 影响消费者购买行为的主要因素
Know business market buying situations and the participants in the business buying process 了解组织市场购买类型及购买决策的参与者
Compare this ad to the one on the next slide.
Click to continue
Groups •Membership
•Reference
Click here!
Social Factors
Social Class
Vanessa Chen Applied Foreign Languages Department, PYP
Purchase Decision
Postpurchase Behavior
Need
ReVcanoesgsa nChietnion
Applied Foreign Languages Department, PYP
Buyer Decision Process Step 1. Need Recognition
Know the stimulus-respon 熟悉消费者市场的刺激与反应模式