第一章The Scope and Challenge of International Markting国际营销的范围与挑战

An Overview of International Marketing.

●1.1What is International Marketing什么是国际市场营销

The basic definition we should know in this course.

●1.2The Challenge of International Marketing国际营销的挑战

Something behind CULTURE.

●1.3The Internationalization of Chinese Business中国企业的国际化

Being international is a process. It is a bumpy road but full of delight.

第二章Culture Environment of International Marketing国际营销的文化环境

This Chapter shows us the culture environment of international marketing.

●2.1The foundation of Culture — Geograhpy地理—文化的缘起

Focus on the history of different culture especially the difference of global geographic change. The Belt and Road focus on the history and principles. Location and climate have large effects on income levels and income growth.

●2.2Dynamics of Global population Trends全球人口变化趋势

Talking about the population control, rural and urban migration, and population decline and aging. Changes in the composition and distribution of population among the world’s countries will profoundly affect future demand. Migration from rural to urban areas is largely a result of a desire for greater access to sources of education, healthcare, and improved job opportunities and The three most important impacts of population decline and aging.

●2.3Different cultures around the world世界文化差异

First of all, the world's faithful account for 83% of the global population; the great majority of these fall under twelve classical religions—like Buddhism, Christianity, Confucianism, Hinduism, Taoism, and Zoroastrianism. Then explores answers to the question that how national cultures influence the management cultures of organizations. At last but not least, the phrase, language is culture and culture is language is often mentioned when language and culture are discussed.

第三章The Political, Legal and Economic Environment of International Marketing国际营销的政治、立法与经济环境

The political environment of countries is a critical concern for the international marketer.The legal systems of diff erent countries are so disparate and complex that it is beyond the scope of this text to explore the laws of each country individually.Finally comes with the economic environment of international marketing.

●3.1The Political Environment: A Critical Concern政治环境：一个关键问题

The political environment of countries is a critical concern for the international marketer. This section examines some of the more salient political considerations in assessing global markets.

●3.2The International Legal Environment: Playing by the Rules国际法律环境：按规则行事

The legal systems of diff erent countries are so disparate and complex that it is beyond the scope of this text to explore the laws of each country individually. There are, however, issues common to most international marketing transactions that need special attention when operating abroad.

●3.3The Economic Environment经济环境

This first part is the local economy, mainly the regional economic blocs. Regionalism is a major and important trade development. Some regional groups have either market or command or mixed economies. There are two aspects in the second part, the global economic environment, and the major world regional economic blocs with particular emphasis on developing countries.

第四章Technology emvironment of International Marketing国际营销的技术环境

Focus on the technology enviroment of international marketing.

●4.1The Main Information Technology We Used to Use我们曾使用的信息技术

The main information technology we used to use will answer how we got to the point we are at with technology today.

●4.2Technology Evolution技术的沿革

The technology evolution, especially the telecommunication and networking has been and will be one of the core technologies in helping the evolution of mankind and technology itself. Technology plays an enormous role in our business lives, a role that deserves to be acknowledged and appreciated.

第五章Developing a Global Vision Through Marketing Research通过营销策划研究建立国际视野

This chapter deals with the operational problems encountered in gathering information in foreign countries for use by international marketers.

●5.1The Process of Developing a Marketing Research 营销策划研究的步骤

How do we develop a marketing research in foreign markets?

第六章Global Marketing Management: Planning and Organization全球营销管理：计划与组织

In all things，success lies in previous preparations and there will be failure without previous preparations.

●6.1Marketing Strategy营销战略

This part discusses global marketing management, competition in the global marketplace, strategic planning, and alternative market-entry strategies. It also identifies the elements that contribute to an effective international or global organization.

第七章Products and Services for Consumers and Businesses面向消费者与企业的产品和服务

The growing globalization of markets that gives rise to standardization must be balanced with the continuing need to assess all markets for those differences that might require adaptation for successful acceptance. The premise that global communications and other worldwide socializing forces have fostered a homogenization of tastes, needs, and values in a significant sector of the population across all cultures is difficult to deny. However, more than one authority has noted that in spite of the forces of homogenization, consumers also see the world of global symbols, company images, and product choice through the lens of their own local culture and its stage of development and market sophistication. Each product must be viewed in light of how it is perceived by each culture with which it comes in contact. What is acceptable and comfortable within one group may be radically new and resisted within others, depending on the experiences and perceptions of each group. Understanding that an established product in one culture may be considered an innovation in another is critical in planning and developing consumer products for foreign markets. Analyzing a product as an innovation and using the Product Component Model may provide the marketer with important leads for adaptation.

●7.1Products and Services for Consumers面向消费者的产品和服务

There will be four classes to focus on consumer products: get the overview idea of products and services, quality defined, product components for adaptation and brands in international market.

●7.2Products and Services for Businesses面向企业的产品和服务

"Firstly, the three groups of industrial products and services are materials and parts, capital items, and supplies and services.
Secondly, three factors seem to affect the demand in international industrial markets differently than in consumer markets: demand in industrial markets is by nature more volatile, stages of industrial and economic development affect demand for industrial products, the level of technology of products and services makes their sale more appropriate for some countries than others."

第八章International Marketing Channels国际营销渠道

Each market contains a distribution network with many channel choices whose structures are unique and, in the short run, fixed.This chapter discusses the basic points involved in making channel decisions.

●8.1Distribution Patterns分销模式

The structural arrangements of foreign and domestic distribution seem alike, foreign channels are the same as or similar to domestic channels of the same name.

●8.2Alternative Middleman Choices多种中间商选择

It's not complicate, it's up to you.

●8.3Factors Affecting Choice of Channels营销渠道选择的因素

Catch the factors to make right decisions.

●8.4Channel Management渠道管理

Building channels for international distribution is seldom easy, but many companies have been stopped by their inability to channel management.

第九章Integrated Marketing Communications and International Advertising整合营销沟通和国际广告

"An integrated marketing communications (IMC) program includes
coordination among advertising, sales management, public
relations, sales promotions, and direct marketing. Global marketers
face unique legal, language, media, and production limitations in
every market. These must be considered when designing an IMC
program.This chapter will focus on two main parts of IMC: sales promotions and advertising. "

●9.1Integrated Marketing Communications整合营销沟通

Integrated marketing communications (IMC) are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations.
Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.

●9.2International Advertising国际广告

Advertising can be traced back to the very beginnings of recorded history. It has also attracted widespread attention in modern society, with not-for-profit organizations, professionals, and social agencies.
Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers.
Different advertising strategies, especially when segment in product attribute and benefit, and regional.

第十章Pricing for Internatioanl Markets国际市场定价

Setting and changing prices are key strategic marketing decision, prices both set values and communicate in international markets.Setting the right price for a product or service can be the key to success or failure.

●10.1Pricing Policy定价原则

Set prices or following market prices? How do we choose?

●10.2Approaches to International Pricing国际定价方式

What pricing strategies are there when we do international marketing? What pricing strategies should we follow?

●10.3Price Escalation价格调整的影响因素

We often are surprised to find goods that are relatively inexpensive in our home country priced outrageously high in other countries when we travel abroad.We will discuss the reasons why that happens.

●10.4Approaches to Reducing Price Escalation降价调整的方法

Three methods to reduce costs and lower price escalation.