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1、国际市场营销学目录（InternationalMarketingDirectory）Thefirstchapterisintroduction(3hours)I.guidelinesforglobalmarketing1.borderlessmarketing2.customervalue3.competitiveadvantageTwo,globalmarketing1.meanings2.task3.globallocalization4.importanceofglobalmarketing5.,severaldirectionsofglobalmarketingma
2、nagement6.globalmarketingfactorsThree.AcasestudyofMcDonald'sglobalexpansionThesecondchapterisabouttheglobaleconomicenvironmentglobalmarketingbackground(3hours)I.ChangesintheworldeconomyTwo,thetypeofeconomicsystemThree,themarketdevelopmentstageFour,internationalproducttradecycle1.generalpro
3、ductlifecycle2.tradecyclesofinternationalproductsFive,internationalproductmarketdevelopmentmodelSix,revenueandPPPfeaturesaroundtheworldSeven.WorldpopulationdistributionEight,marketingandeconomicdevelopmentNine.InternationalbalanceofpaymentsTen,theglobaltradepatternThethirdchapterisaboutthe
4、characteristicsofregionalmarket(3hours)I.typesofeconomicandtradecooperationorganizationsTwo,regionaleconomicorganizationsThree.Characteristicsofseveralregionalmarkets1.WesternEuropeanmarket2.centralandEasternEuropemarket3.NorthAmericamarket3.AsiaPacificmarket4.OceaniaMarket5.LatinAmericana
5、ndAfricanmarkets6.MiddleEastFour,marketinginlessdevelopedcountriesFive,casediscussionThefourthchapter,socialandculturalenvironment(3hours)I.BasicaspectsofsocietyandcultureTwo,culturalcustomsThree,howtodealwithculturalsimilaritiesanddifferences?Four,differentbehaviorsinhighandlowculturalbac
6、kgrounds1.characteristicsoflowbackgroundculture2.,thecharacteristicsofhighbackgroundculture3.example4.performanceFive、communicationandnegotiationCasediscussionSix,analysisofculturalfactors1.howtoovercomeculturalillusionsandtranscendculturalmyopiaandinternalizeculturaldifferences?2.,Maslow'
7、shierarchyofneeds3.Hofstede'sculturaltypology4.selfreferencestandardsandperceptionsSeven,thesensitivityofmarketingproductstotheenvironmentEight.Diffusiontheory:amodelforpeopletoadoptnewproductsNine,theimpactofsocialandculturalenvironmentonthemarketingofindustr
