国际市场营销课件（英文） chapter1.pptVIP

Text and Reference International Marketing(12th) ? By Philip R. Cateora John L. Graham ? 崔新健改编 ? 中国人民大学出版社 International Marketing (6th) ? By Michael Czinkota Ilkka Ronkainen ? Harcourt, a Division of Thomson Learning 国际市场营销学 ? 甘碧群主编 ? 高等教育出版社 Course Organization and Grades Course Organization Plans ? 1-14 Chapter excluding Chapter 8 ? Cases ? Classroom Discussing Exams Grades ? Class Participation 10% ? Classroom Discussing 20% ? Exercises 20% ? Final Examination 50% ? Total 100 Chapter Outline Chapter Learning Objectives Preface Today, most business activities are global in scope. It is less and less possible for businesses to avoid the influence of the internationalization of the U.S. economy, the globalization of the world’s markets, and the growth of emerging marketing. The challenge of international marketing is to develop strategic plans that are competitive in the intensifying global markets. Foreign Acquisition of U.S. Companies Top10 U.S. Players in the global Game Sec. 2 International Marketing Defined The uniqueness of foreign marketing comes from the range of unfamiliar problems and the variety of strategies necessary to cope with different levels of uncertainty encountered in foreign markets. Generally speaking ,the marketer cannot control or influence the uncontrollable elements (e.g. competition, legal restraints, government controls, weather and so forth ), but instead must adjust or adapt to them. Marketer can mold the controllable elements of marketing decisions (product, price, promotion, distribution, and research) within the framework of the uncontrollable elements of the marketplace and achieve the marketing objectives. The marketer must implement different marketing plans in different countries. Sec.3 The International Mark