国际市场营销双语教学教案1.pptVIP

* International MarketingLecture 1 Instructor Li Zhihong Sept.2009 Business Institute, Jiang Han University * Chapter 1 The Global Marketing Imperative  1. Teaching and learning Targets. After studying this chapter, you should be able to: (1) What are the recent trends in world trade? Will expansion of world trade in the future follow these trends? (2) Does increased world trade mean increased risk? (3) What impact do global linkages have on firms and consumers? (4) Describe some opportunities and challenges in international marketing created by new advances in information technology? * 2.What International Marketing Is? (1) International Marketing. The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations. It much retains the basic marketing tenets of “satisfaction”and “exchange”;Also, it focuses on international transactions. * 3.The Importance of World Trade (1)Global linkages. Economically, world trade has forged a network of global linkages that bind us all, - countries, institutions, and individuals- much more closely than ever before. -- The linkages have also become more intense on an individual level, such as life, behavior,etc. * -- World trade is bringing about a global reorientation of corporate processes,which opens up entirely new horizons. -- Advances in technology also allow firms to separate their activities by content and context. -- The level of global investment is at an unprecedented high. -- Not only is the environment changing, but the pace of change is accelerating as well. * (2) Domestic Policy Repercussions -- A lowering of interest rates domestically may make consumers happy or may be politically wise, but it quickly becomes unsustainable if it results in a major outflow of funds to countries that offer higher intere