文档介绍：国际市场营销学 1国际市场营销国际市场营销山西财经大学山西财经大学国际贸易学院国际贸易学院药朝诚药朝诚 International Marketing (双语教学) 国际市场营销学 2 第一部分第一部分国际市场营销导论国际市场营销导论 Guiding Theories of International Marketing Guiding Theories of International Marketing 一、市场营销学的基础知识一、市场营销学的基础知识 Marketing Essentials Marketing Essentials 二、国际市场营销二、国际市场营销 International Marketing International Marketing 三、国际市场营销与国际贸易的关系三、国际市场营销与国际贸易的关系 International Marketing & International International Marketing & International Trade Trade 四、企业从事国际市场营销的原因四、企业从事国际市场营销的原因 panies go for International Marketing? panies go for International Marketing? 国际市场营销学 3 Marketing Marketing Promotion Promotion 国际市场营销学 4 内容简介 Learning Objectives 1. The changing face of . business 1. The changing face of . business 2. The scope of the international marketing task 2. The scope of the international marketing task 3. The increasing importance of global awareness 3. The increasing importance of global awareness 4. The progression of ing a global marketer 4. The progression of ing a global marketer 5. The importance of the self-reference criterion (SRC) in international marketing 5. The importance of the self-reference criterion (SRC) in international marketing 国际市场营销学 5 Marketing is a social and managerial Marketing is a social and managerial process by which individuals and groups process by which individuals and groups obtain what they need and want through obtain what they need and want through creating and exchanging value with others. creating and exchanging value with others. Marketing is managing profitable customer Marketing is managing profitable customer relationships. relationships. 营销与国际市场营销营销与国际市场营销 Marketing and International Marketing Marketing and International Marketing 国际市场营销学 6 国际市场营销 International Marketing: 定义 Definition International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of pany ’s goods and services to consumers