日志
山西财经大学《国际市场营销学》教学大纲
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由于世界各国在政治、经济、文化、技术等等方面存在许多差异，企业从事国际营销时，面临着许多不同于国内市场的非可控因素。从事国际营销，必须要分析这些因素，以便制定相应的国际营销策略。影响国际市场营销的因素包括国际市场的决策与环境因素：国际贸易、经济的规则与协议；本国企业的信誉；竞争因素；技术因素；文化因素。另外政治因素、经济因素也很重要。国家政体性质、稳定性、有关法令政策，经济类型和状况，对国际营销十分重要。只有全面认识影响国际市场营销的因素，并加以分析研究，才能制定出一套切实可行的国际市场营销策略。
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 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 International Market Research
第六讲: 产品与服务 Products and Services
第七讲: 国际市场价格策略 Pricing 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 Managing the Cultural Differences
第十二讲:管理文化差异 Managing the Cultural Differences
一、前言（Foreword）
（一）课程性质 (Course Character)
International Marketing is a compulsory course for undergraduate and postgraduate majors of economics and trade registered with Faculty of Economics and Trade.
（二）教学目的 (Teaching Purpose)
For the students, it is the key to follow up the economic globalization under the development of productive labor, after science and technology changing greatly. The principle of Marxism economic theory and our national policy are the basis of the course.
1. To let our students know the overview of global marketing, incl. the basic concepts of global marketing, the importance of global marketing, the three principles of marketing, and driving and restraining forces affecting global integration and global marketing.
For the students, it is the key to follow up the economic globalization under the development of productive labor, after science and technology changing greatly. The principle of Marxism economic theory and our national policy are the basis of the course.
1. To let our students know the overview of global marketing, incl. the basic concepts of global marketing, the importance of global marketing, the three principles of marketing, and driving and restraining forces affecting global integration and global marketing.
2.To let our students be familiar with the global marketing environment, not only the global economic environment, social and cultural environments, but also the political and regulatory environments of global marketing.
3. To let our students learn the method of analyzing the global market opportunities. Be familiar with the global markets and buyers, and reach on the global marketing information systems. Finally segment, target and position the global targeting market.
4. To let our students give a plan on the global marketing strategy, Incl. sourcing on exporting and importing, global marketing strategy and competitive analysis strategy etc.
5. To let our students be familiar with creating global marketing programs, Incl. product decisions, pricing decisions, global marketing channels and physical distributions etc.
5. To let our students be familiar with creating global marketing programs, Incl. product decisions, pricing decisions, global marketing channels and physical distributions etc.
（三） 预备知识 Required knowledge
As the students, who would work in the line with international trading and international business, are concerned, they should have studied in their year one and year two the basic economic and management theory in order to adapt to the needs of the course.
As the students, who would work in the line with international trading and international business, are concerned, they should have studied in their year one and year two the basic economic and management theory in order to adapt to the needs of the course.
第一章 国际市场营销导论
Guiding Theory of the International Marketing
本章导读：通过本章的学习，要求学生了解：什么是市场营销，国际市场营销的定义，国际市场营销的重要性以及为什么要学习国际市场营销。
本章导读：通过本章的学习，要求学生了解：什么是市场营销，国际市场营销的定义，国际市场营销的重要性以及为什么要学习国际市场营销。
Teaching goal and requirements:
This chapter presents the theory and practice of applying the universal discipline of marketing to the global opportunities of world markets. We should let students understand globalization in the single most significant development in marketing in this century. The reality of global markets and global competition is pervasive.
This chapter presents the theory and practice of applying the universal discipline of marketing to the global opportunities of world markets. We should let students understand globalization in the single most significant development in marketing in this century. The reality of global markets and global competition is pervasive.
第二章 影响国际市场营销的因素
Impacts on the International Marketing
本章导读：由于世界各国在政治、经济、文化、技术等等方面存在许多差异，企业从事国际营销时，面临着许多不同于国内市场的非可控因素。从事国际营销，必须要分析这些因素，以便制定相应的国际营销策略。影响国际市场营销的因素包括国际市场的决策与环境因素：国际贸易、经济的规则与协议；本国企业的信誉；竞争因素；技术因素；文化因素。另外政治因素、经济因素也很重要。国家政体性质、稳定性、有关法令政策，经济类型和状况，对国际营销十分重要。只有全面认识影响国际市场营销的因素，并加以分析研究，才能制定出一套切实可行的国际市场营销策略。
本章导读：由于世界各国在政治、经济、文化、技术等等方面存在许多差异，企业从事国际营销时，面临着许多不同于国内市场的非可控因素。从事国际营销，必须要分析这些因素，以便制定相应的国际营销策略。影响国际市场营销的因素包括国际市场的决策与环境因素：国际贸易、经济的规则与协议；本国企业的信誉；竞争因素；技术因素；文化因素。另外政治因素、经济因素也很重要。国家政体性质、稳定性、有关法令政策，经济类型和状况，对国际营销十分重要。只有全面认识影响国际市场营销的因素，并加以分析研究，才能制定出一套切实可行的国际市场营销策略。
Teaching goal and requirements:
Global marketing has become the norm, rather than the exception, for most businesses. The emergence of the networked economy and electronic business activities has allowed more firms to have a global presence. This chapter presents a global marketing vision through the eyes of the marketing manager. The student will demonstrate a global mindset and acquire knowledge of a broad cultural understanding on global strategic thinking and of the global marketing environment. Emphasis is given to analyzing, developing and designing global marketing strategies and programs. Reference is drawn on well-known companies in Europe, Asia, and the Americas that explore global marketing issues. As the global business environment expands at a rapid pace, companies must actively engage in global marketing. To succeed in global markets and remain competitive, marketing managers must develop, and execute effective global marketing strategies. This chapter is structured to illustrate the characteristics of the foreign markets and the various strategies and tactics required to accommodate differing environments.
Global marketing has become the norm, rather than the exception, for most businesses. The emergence of the networked economy and electronic business activities has allowed more firms to have a global presence. This chapter presents a global marketing vision through the eyes of the marketing manager. The student will demonstrate a global mindset and acquire knowledge of a broad cultural understanding on global strategic thinking and of the global marketing environment. Emphasis is given to analyzing, developing and designing global marketing strategies and programs. Reference is drawn on well-known companies in Europe, Asia, and the Americas that explore global marketing issues. As the global business environment expands at a rapid pace, companies must actively engage in global marketing. To succeed in global markets and remain competitive, marketing managers must develop, and execute effective global marketing strategies. This chapter is structured to illustrate the characteristics of the foreign markets and the various strategies and tactics required to accommodate differing environments.
第三章 营销战略
Marketing Strategy
本章导读：在本章，我们要讨论什么是营销战略，战略目标以及在国际市场营销中的重要性，并使用ANSOFF矩阵介绍了差异化营销战略。
Marketing Strategy
本章导读：在本章，我们要讨论什么是营销战略，战略目标以及在国际市场营销中的重要性，并使用ANSOFF矩阵介绍了差异化营销战略。
Teaching goal and requirements:
We will give definition of the marketing strategy and the strategic goals as well as importance of the marketing strategy to companies doing international marketing. The Ansoff Metrics is applied to explain the differentiated marketing strategy.
We will give definition of the marketing strategy and the strategic goals as well as importance of the marketing strategy to companies doing international marketing. The Ansoff Metrics is applied to explain the differentiated marketing strategy.
第四章 营销计划与行动
Marketing Plan and Actions
本章导读：在国际市场营销活动中，企业为了达到营销战略目标，适应环境变化，优化营销活动，关于企业未来目标、阶段性指标需要制定一整套营销计划。企业国际市场营销计划的实施企业国际经营战略的最终体现。本章主要论述了这样一套科学的管理方法，详述了营销计划的内容。此外，为了保证营销计划的正确理解和贯彻执行，有必要制定一份营销计划手册。
本章导读：在国际市场营销活动中，企业为了达到营销战略目标，适应环境变化，优化营销活动，关于企业未来目标、阶段性指标需要制定一整套营销计划。企业国际市场营销计划的实施企业国际经营战略的最终体现。本章主要论述了这样一套科学的管理方法，详述了营销计划的内容。此外，为了保证营销计划的正确理解和贯彻执行，有必要制定一份营销计划手册。
Teaching goal and requirements:
The marketing plan is the core of an international business plan on its operative level. All marketing plans should start with an overview of strategic decisions relevant for short –term marketing activities, such as product and country markets to serve, the benefit to provide to the customers in those markets and the way to achieve` their satisfactions in attractive contrast to major competitor.
The marketing plan is the core of an international business plan on its operative level. All marketing plans should start with an overview of strategic decisions relevant for short –term marketing activities, such as product and country markets to serve, the benefit to provide to the customers in those markets and the way to achieve` their satisfactions in attractive contrast to major competitor.
第五章 国际市场调研
International Market Research
本章导读：
准确、及时、足够的信息是企业营销决策的客观依据。在国际市场营销中，面对陌生的市场环境，良好的信息基础是避免市场风险的一个必备条件，这就需要通过调研积累资料和信息。国际市场调研是指借助于科学的方法，系统的、客观的收集、整理和分析市场营销活动的各种资料或数据，用以帮助国际营销管理人员制定有效的市场营销决策，它是一种联系营销管理人员与市场的纽带。
本章导读：
准确、及时、足够的信息是企业营销决策的客观依据。在国际市场营销中，面对陌生的市场环境，良好的信息基础是避免市场风险的一个必备条件，这就需要通过调研积累资料和信息。国际市场调研是指借助于科学的方法，系统的、客观的收集、整理和分析市场营销活动的各种资料或数据，用以帮助国际营销管理人员制定有效的市场营销决策，它是一种联系营销管理人员与市场的纽带。
Teaching goal and requirements:
The focus question of this chapter is; how the problems are defined and can relevant data be determined, gathered, treated, and processed in a way to enable the right decisions made and actions taken internationally.
The focus question of this chapter is; how the problems are defined and can relevant data be determined, gathered, treated, and processed in a way to enable the right decisions made and actions taken internationally.
第五章 产品与服务
Products and Services
本章导读：产品和服务是企业市场营销组合的首要因素，产品和服务决策直接影响和决定着其他市场营销组合的决策，对企业进入国际市场的成败影响巨大。国际产品和服务策略涉及产品和服务组合以及如何才能更好地开发和生产满足企业在各个国家市场的顾客需求的产品和服务。
本章导读：产品和服务是企业市场营销组合的首要因素，产品和服务决策直接影响和决定着其他市场营销组合的决策，对企业进入国际市场的成败影响巨大。国际产品和服务策略涉及产品和服务组合以及如何才能更好地开发和生产满足企业在各个国家市场的顾客需求的产品和服务。
Teaching goal and requirements:
The core of the marketing mix is the bundle of benefits offered by the company to the potential customers via its product and services. To satisfy the customers those benefits must attractive and fulfill the customers’ expectations. The focal question of this chapter is；How can an international marketer develop a bundle of products and services that allow building and sustaining the intended global strategic position of the firm?
The core of the marketing mix is the bundle of benefits offered by the company to the potential customers via its product and services. To satisfy the customers those benefits must attractive and fulfill the customers’ expectations. The focal question of this chapter is；How can an international marketer develop a bundle of products and services that allow building and sustaining the intended global strategic position of the firm?
第六章 国际市场价格策略
Pricing for International Markets
本章导读：价格决策是所有营销活动的重点，直接影响着竞争对手的竞争举措，直接影响企业产品的销售量及利润，也涉及市场营销活动各方的利益。本章从国际营销企业的角度来关注定价决策，包括出口价格制定、定价框架及销售、支付条款，
本章导读：价格决策是所有营销活动的重点，直接影响着竞争对手的竞争举措，直接影响企业产品的销售量及利润，也涉及市场营销活动各方的利益。本章从国际营销企业的角度来关注定价决策，包括出口价格制定、定价框架及销售、支付条款，
Teaching goal and requirements:
The focal question of this chapter is: how can international marketers determine the monetary and non-monetary assets they want to get in exchange for the benefits they provide to the customers in a way that allows building and sustaining the intended global strategic position of their organization.
The focal question of this chapter is: how can international marketers determine the monetary and non-monetary assets they want to get in exchange for the benefits they provide to the customers in a way that allows building and sustaining the intended global strategic position of their organization.
第七章 国际市场进入战略
International Market Entry Strategies
教学要求：通过本章的学习，要求学生了解：国际营销企业进入国际市场的策略方式、多个产品进入多个目标市场时的决策原则、了解以出口、合同、投资等方式进入国际市场的模式的比较。
International Market Entry Strategies
教学要求：通过本章的学习，要求学生了解：国际营销企业进入国际市场的策略方式、多个产品进入多个目标市场时的决策原则、了解以出口、合同、投资等方式进入国际市场的模式的比较。
Teaching goal and requirements:
This chapter provides some strategy alternatives. The aim is to make students grasp the technique of strategy alternatives for global market entry and expansion
Teaching focus points:
1. Marketing Strategy Alternatives
2. Entry and Expansion Decision Model
3. Ownership and Control
4. Market Expansion Strategies
5. Alternative Strategies: Stages of Development Model
This chapter provides some strategy alternatives. The aim is to make students grasp the technique of strategy alternatives for global market entry and expansion
Teaching focus points:
1. Marketing Strategy Alternatives
2. Entry and Expansion Decision Model
3. Ownership and Control
4. Market Expansion Strategies
5. Alternative Strategies: Stages of Development Model
第八章 国际营销渠道
（International Marketing Channels）
本章导读：分销渠道是商品和服务从生产者向消费者转移过程的具体通道或路径，是联接生产者和消费者的基本纽带。随着全球扩张的加剧，对于跨国公司来说，最初国内市场中的分销渠道可能不再适用，国际市场中心的营销渠道需要重新建立。本章主要阐述了在全球市场下分销系统的管理。国际营销管理人员应该从分销决策出发，评估营销渠道，进而选择合适的渠道成员。同时，还应当将渠道成员作为一个有着共同目标的团队进行营销渠道关系管理，这些都是国际市场营销管理人员进行国际营销分销决策时必须考虑的问题。
本章导读：分销渠道是商品和服务从生产者向消费者转移过程的具体通道或路径，是联接生产者和消费者的基本纽带。随着全球扩张的加剧，对于跨国公司来说，最初国内市场中的分销渠道可能不再适用，国际市场中心的营销渠道需要重新建立。本章主要阐述了在全球市场下分销系统的管理。国际营销管理人员应该从分销决策出发，评估营销渠道，进而选择合适的渠道成员。同时，还应当将渠道成员作为一个有着共同目标的团队进行营销渠道关系管理，这些都是国际市场营销管理人员进行国际营销分销决策时必须考虑的问题。
Teaching goal and requirements:
To built and sustain its global strategic position every company must manage distribution, or the flow of products to final customers. Any company’s distribution system has a major component: distribution channels, that is, the people, organization or institutions by which goods and services are offered to the customers, including agents, dealers, wholesalers, and retailers.
To built and sustain its global strategic position every company must manage distribution, or the flow of products to final customers. Any company’s distribution system has a major component: distribution channels, that is, the people, organization or institutions by which goods and services are offered to the customers, including agents, dealers, wholesalers, and retailers.
The focal question of this chapter is; how can international marketers establish and maintain distribution systems that best help to build and sustain their intended global position.
第九章 整合式营销传播
Integrated Marketing Communications
本章导读：整合营销传播的核心思想是以整合企业内外部所有资源为手段，再造企业的生产行为与市场行为，充分调动一切积极因素以实现企业统一的传播目标。整合营销传播主张把企业的一切营销和传播活动，如广告、促销、公关、新闻、直销、包装、产品开发进行一元化的整合重组让消费者从不同的信息渠道获得对某一品牌的一致信息，以增强品牌诉求的一致性和完整性。
本章导读：整合营销传播的核心思想是以整合企业内外部所有资源为手段，再造企业的生产行为与市场行为，充分调动一切积极因素以实现企业统一的传播目标。整合营销传播主张把企业的一切营销和传播活动，如广告、促销、公关、新闻、直销、包装、产品开发进行一元化的整合重组让消费者从不同的信息渠道获得对某一品牌的一致信息，以增强品牌诉求的一致性和完整性。
Teaching goal and requirements:
Integrated Marketing Communications is a management concept wherein all facets of marketing communications such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than each working in isolation.
Integrated Marketing Communications is a management concept wherein all facets of marketing communications such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than each working in isolation.
Integrated Marketing Communication is more than the coordination of outgoing messages and the consistency of the message throughout the media mix.
It is an aggressive marketing process that captures and uses extensive amounts of customer information in setting and tracking marketing strategy.
第十一讲:国际营销环境中的文化差异
International Marketing and Cultural Differences
本章导读：营销方式要取决于它所处的环境条件。企业的国际市场营销环境包括微观环境和宏观环境。宏观环境是指那些给企业带来营销机会和环境威胁的主要社会力量和社会条件，包括社会文化环境。国际市场中的文化差异已经成为使企业实施市场营销中十分头痛的事情。
本章导读：营销方式要取决于它所处的环境条件。企业的国际市场营销环境包括微观环境和宏观环境。宏观环境是指那些给企业带来营销机会和环境威胁的主要社会力量和社会条件，包括社会文化环境。国际市场中的文化差异已经成为使企业实施市场营销中十分头痛的事情。
Teaching goal and requirements:
Culture has both pervasive and changing influence on each national market environment. International marketers must recognize the influence of culture and must be prepared to either respond to it or change it. We focus on the social and cultural forces that shape and affect individual behavior in the world market environment. Each country has its own unique system of law, regulation. There are rules for exporting and importing goods. This chapter will make students more clear about what above-mentioned.
Culture has both pervasive and changing influence on each national market environment. International marketers must recognize the influence of culture and must be prepared to either respond to it or change it. We focus on the social and cultural forces that shape and affect individual behavior in the world market environment. Each country has its own unique system of law, regulation. There are rules for exporting and importing goods. This chapter will make students more clear about what above-mentioned.
第十二章 管理文化差异
Managing the Cultural Differences
本章导读：文化不是一种个体特征，而是具有相同的教育和生活经验的许多人所共有的心理程序。由于各个国家、民族的语言、传统、生活方式不尽相同，所以每个国家、民族都有着与其地理环境、物质生活方式和社会组织形式等相适应的物质文化、社会文化和精神文化。所以跨国公司的管理是一种跨文化管理，而跨文化管理的核心是对文化差异的管理。跨国公司跨文化差异管理的成效成为影响跨国公司经营成败的关键因素之一。
本章导读：文化不是一种个体特征，而是具有相同的教育和生活经验的许多人所共有的心理程序。由于各个国家、民族的语言、传统、生活方式不尽相同，所以每个国家、民族都有着与其地理环境、物质生活方式和社会组织形式等相适应的物质文化、社会文化和精神文化。所以跨国公司的管理是一种跨文化管理，而跨文化管理的核心是对文化差异的管理。跨国公司跨文化差异管理的成效成为影响跨国公司经营成败的关键因素之一。
Teaching goal and requirements:
Culture, defined as the standard of beliefs, perception, evaluation, and behavior shared by the members of a social group, strongly influences the behavior of a social group.
The number one agenda item for leadership development is Global leadership and doing business effectively in the different regions of the world. These skills are absolutely critical for business success, and this chapter articulates clearly how leaders need to navigate around the world to foster long-term relationships and to build successful global businesses.
Culture, defined as the standard of beliefs, perception, evaluation, and behavior shared by the members of a social group, strongly influences the behavior of a social group.
The number one agenda item for leadership development is Global leadership and doing business effectively in the different regions of the world. These skills are absolutely critical for business success, and this chapter articulates clearly how leaders need to navigate around the world to foster long-term relationships and to build successful global businesses.
三、课程教材和主要参考书目 Teaching material and main reference
（一）课程教材
Jeffrey Curry 主编：International Marketing .上海外语教育出版社。
Jeffrey Curry 主编：International Marketing .上海外语教育出版社。
（二）参考资料
1、教学录像：中央财经大学网站
主讲：崔新健教授、安贺新副教授、王生辉讲师、曲扬讲师、王海妹讲师。
1、教学录像：中央财经大学网站
主讲：崔新健教授、安贺新副教授、王生辉讲师、曲扬讲师、王海妹讲师。
2、网络视频：中央财经大学网站，
主讲：崔新健教授、安贺新副教授、王生辉讲师、曲扬讲师、王海妹讲师。
主讲：崔新健教授、安贺新副教授、王生辉讲师、曲扬讲师、王海妹讲师。
3、网络资料：中央财经大学网站：精品课程——国际市场营销学
4、Hans Muhlbacher, Helmuth Leihs, Lee Dahringer：International Marketing .中国人民大学出版社
四、课时分配Class hours and their distribution
Total hours: 54. Among which, 48 hours are class lecture, 3 hours are discussion and 3 hours are for lecture competition. Class hours’ distribution is showed in following table.
课时分配.doc(32.5 KB)
Total hours: 54. Among which, 48 hours are class lecture, 3 hours are discussion and 3 hours are for lecture competition. Class hours’ distribution is showed in following table.
课时分配.doc(32.5 KB)
五、考试 Examination
The examination is check for all majors. The structure and the requirements of the test paper are in following table.
考试.doc(29 KB)
The examination is check for all majors. The structure and the requirements of the test paper are in following table.
考试.doc(29 KB)
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