2016年国际市场营销Session 1.pdf

International Marketing International Marketing Slogan: Thinking Globally Act Locally Slogan: Thinking Globally Act Locally Instructor: Mr.CHEN Ming Instructor: Mr.CHEN Ming Good Morning/Afternoon! Good Morning/Afternoon! OBJECTIVE OF COURSE • Be familiar with jargons in marketing field (translation work) • Learn to use basic marketing tools to solve real problems in globalization for enterprises Languages used in class: bilingual course(English/Chinese) YOUR ASSESSMEN You will have several assessments in order to get enough marks in this course. Focus of this course • Introduction for international business environment • Environmental analysis including cross-cultural analysis theory • Segmentation, Targeting and positioning • Product, Price, Promotion and distribution • Ethical issues in international business • Presentation skills • Design a questionnaire How will you be marked • Final Examination - 60% (multiple choices, translation, case studies, etc) • Assessment 40% - Presentations and assessments 20% - Participation in class 20% “In the environment of the 1990s,globalization must be taken for granted. There will be only one standard for corporate success: international market share. The winning corporations will win by finding markets all over the world”. Jack Welch CEO of GE (1994) Introduction Case P13 • Brand name: Haier • Location: Qingdao • Year of foundation: 1984 • First domestic electrical appliance producer in China • 20,000 employees, 9,0