市场营销_英文版.ppt

* * 1.1.4 marketing functions (1) contact (2) merchandising (3) pricing (4) promotion (5) distribution (6) human resources * * 1.2 what is international marketingp 7 1.2.1 definition At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across markets. IM is the performance of business activities designed to plan price, promote and direct the flow of a company′s goods and services to consumers or users, in more than one nation for a profit. * * 1.2.2 different levels of international marketing The different levels of international marketing can be expressed as follows: (1)Domestic marketing (2)The export marketing (3)international marketing * * 1.2.3 differences between domestic marketing and international marketing (1) environment differences (2)different applications of marketing principles, concepts and techniques (3) the different relations between enterprises and governments * * 1.2.4 international marketing process (1)appraising the international marketing environment (2) deciding whether to go abroad (3) deciding which market to enter (4) deciding how to enter the market (5) deciding on the marketing mix (6) deciding on the marketing control and management * * 1.3 international marketing of Chinese companies Read yourself * * * International Marketing * * Lectures design 1、2*15=30 2、Reference book: Marketing : An introduction Gary Armstrong(加里·阿姆斯特朗) Philip Kotler(菲利普·科特勒) 3、Communication: if you have any question, don not hesitate to let me know. * * Main Content Part Ⅰ: International Marketing Basics Prat Ⅱ: The International Marketing Environment Part Ⅲ: Targeting International Markets Part Ⅳ: International Marketing Mix(4Ps) Part Ⅴ: Managing the International Marketing Part