国际营销策划幻灯片.pptVIP

教材与参考书目(reference book) 国际营销〔International Marketing（14th）〕 By Philip R. Cateora John L. Graham 崔新健改编 McGraw Hill，2009； 中国人民大学出版社2009年版 Global Marketing （4th） By Warren J. Keegan Prentice-Hall International， Inc. 国际市场营销学 王秀村崔新健主编 高等教育出版社2002年版 Assessment Assessment will reflect the goals of this course. In addition to the assignments, there will be a final exam covering the course materials – textbook, lectures, and other materials used in the course.平时成绩：40%期末成绩：60%  Questions: 1.What’s the difference between the definition of domestic marketing and the IM? 2.What’s the difference between the domestic marketing and the IM? What are the uncontrollable elements? What are the controllable elements? Globalization (Standardization) Developing standardized products marketed worldwide with a standardized marketing mix Essence of mass marketing Global localization (Adaptation) Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction Essence of segmentation Think globally, act locally Trade mark Questions What’s the most challenging and important task confronting international marketers? Why? SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions Ethnocentrism refers to the notion that one’s own culture or company knows best how to do things Both the SRC and ethnocentrism impede the ability to assess a foreign market in its true light Reactions to meanings, values, symbols, and behavior relevant to our own culture are different from those of foreign Relying on one’s SRC could produce an unsuccessful marketing program Questions What’s the influence of SRC andEthnocentrism?For example? What’s the most effective way to control the influence of the SRC and Ethnocentrism How to avoid errors in business decisions ?(Four steps) 1: Define the business problem or goal in home-country cultural