文档介绍:国际市场营销
International Marketing
授课教案
教材:药朝诚, 国际营销与全球战略 International Marketing & Global Strategy
(英文版)中国财经出版
菲利普·R·科特勒 《国际市场营销学》(英文版)中国人民大学出版
第一讲: 国际市场营销导论
Guiding Theory of the International Marketing
第二讲: 影响国际市场营销的因素
Impacts on the International Marketing
第三讲: 营销战略 ﻩ Marketing Strategy
第四讲: 营销计划与行动 Marketing Plan and Actions
第五讲: 国际市场调研 ﻩﻩInternational Market Research
第六讲: 产品与服务 Products and Services
第七讲: 国际市场价格策略 ﻩPricing for International Markets
第八讲: 国际市场进入战略 International Market Entry Strategies
第九讲: 国际营销渠道 International Marketing Channels
第十讲: 整合式营销传播 Integrated Marketing Communications
第十一讲: 国际营销环境中的文化差异
International Marketing and Cultural Differences
第十二讲:管理文化差异 ﻩManaging the Cultural Differences
第一讲: 国际市场营销导论
Guiding Theory of the International Marketing
一、市场营销学的基础知识 Marketing Essentials
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others。
Marketing is managing profitable customer relationships。
Marketing decision factors
Aspects of the domestic environment
Learning objectives:
The marketing definition
The importance of the marketing
The procession of becoming a marketer
二、国际市场营销 International Marketing
International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit。.
The international marketing task
Aspects of the foreign environment
Environmental Adaptation Needed
Stages of international marketing involvement
International marketing
Global marketing
三、 国际市场营销与国际贸易International Marketing & International Trade
国际贸易:
ﻩ国家之间有形产品与无形服务的交换活动
ﻩExchange of the visible products and invisible services among the nations
国与国之间分工的结果 Outcome of the Interna