文档介绍:International Marketing 国际市场营销
湖北工业大学
经济与政法学院
游怡
教材及参考书
教材:
菲利普 R 凯特奥拉等主编:《国际市场营销学》,机械工业出版社,2002年印刷
Philip R. Caterora: 《International Marketing》, Mc-Graw Hill, 2002.
教材及参考书
参考教材:
罗杰贝内特,吉姆布莱斯主编:《国际营销》,华夏出版社2005年版
课时分配
章节
学时
1. The Scope and Challenge of International Marketing(国际营销的范围和挑战)
4
2. History and Geography: The Foundations of Culture(历史与地理–文化的基础)
3
3. Cultural Dynamics in Assessing Global Markets(全球市场评估中的文化因素)
6
4. Group Assignment: anizations (小组作业:世界贸易组织)
4
5. Culture, Management Style, and Business Systems(文化、管理风格与经营方式)
4
6. The Political Environment(政治环境)
4
7. The International Legal Environment(国际法律环境)
2
8. Developing a Global Vision through Marketing Research(通过营销调研建立全球视野)
2
9. Global Marketing Management: Planning anization(全球营销管理–计划和组织)
3
10. Products and Services for Consumers(面向消费者的产品和服务)
4
11. International Marketing Channels(国际营销渠道)
4
12. Integrated munications and International Advertising(一体化的营销沟通与国际广告)
4
13. Group assignments: Marketing at Global Market(小组作业:在全球市场上营销)
4
合计
48
Assessment
Final Exam 70%
Class Participation 10%
Assignments 20%
Group assignment 15%
Individual assignment 5%
Group Assignment (小组作业)1:
Q: The whole class will be divided into 5 groups. Each of them will choose one of topics listed below:
GATT and WTO
国际货币基金组织和世界银行集团
欧共体和欧盟
北美自由贸易区
亚太地区贸易的发展
The presentation will be on 21st Oct.
Group Assignment 2(小组作业):
Q: The whole class will be divided into 5 groups. Each group will select a product and sell it at a foreign market.
The presentation will be on Dec 23rd.
Report must be handed in before Dec 30th.
Requirement
Keep mind active, 
Make fortable
Mobile
Take notes
营销心语
如果你想入地狱,应该去搞营销;如果你想上天堂,更应该去搞营销!
营销一半是科学,一半是艺术;一半是大海,一半是火焰;一半是困苦、一半是鲜花……