国际市场营销-山东财经大学.ppt

International Marketing国际市场营销学 School of International Trade, Shandong University of Finance and Economics 山东财经大学（筹）·国际贸易学院 Course Objective This International Marketing course was develop to provide students with background for making marketing decision in the international business environment and to develop their capacity to assess and solve international marketing problems. This course will provide a basis for evaluating opportunities existing in the international markets and learning how to write a marketing plan. Through lecture, discussion, and research, students will develop the ability to prepare marketing programs, which effectively reduce risk and take advantage of opportunities in the marketplaces of the world. 本课程学习目标 了解和掌握国际市场营销的含义、过程及重要性 全面了解国际市场营销的理论体系,懂得国际市场营销环境 掌握国际市场营销的战略,懂得如何开展市场调研和预测,进行国际市场细分和定位,实施国际市场的业务战略和竞争战略 掌握国际市场营销的策略,正确使用国际产品策略、定价策略、销售策略等,实现国际市场营销活动 课程性质 国际市场营销与市场营销一样是一门应用性很强的学科,已成为工商企业进行经营管理的重要理论和方法。随着科学技术和社会经济发展,它已同经济学、社会学、心理学、行为学等多种学科密切结合，成为一门综合性的经营管理学科. 国际市场营销通常是从微观角度着手探求一个企业如何运用科学的经营管理手段,增强竞争能力,打入国际市场。 国际营销环境研究 国际营销战略研究 国际营销策略研究 国际营销管理研究 国际市场营销框架结构图 The Scope and Challenge of International Marketing The Economic Environment of International Marketing The Cultural Environment of International Marketing The Political Law Environment of International Marketing International Market Planning Strategy International Marketing Research The Analysis of Consumer Market the Behavior of Buyer Target Marketing Strategy International Product Strategy International Pricing Strategy International Place Strategy International Promotion Strategy Brief Contents This course will be taught using lectures, discussions and case studying. Student participation is a key element in the learning situation and your active involvement in course activities is expected. 理论研究与案例教学相结合，教师授课与学生自学相结合，要求学生阅读相关教材，作到理论联系实际，学以致用。 International and global marketing Taylor W Meloan and John L Graham，机械工业出版社。 徐子健、朱明侠《国际营