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ID:20434985
大小:1.83 MB
页数:30页
时间:2018-10-13
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1、InternationalMarketing国际营销参考用书国际营销。卡瑞(Curry,J.E.)著;俞利军导读。—上海:上海外语教育出版社,2009。(“简明商务英语系列教程”由上海外语教育出版社从美国世界贸易图书出版社引进,共12本,涉及商科知识的各个领域,包括《国际经济学》、《国际营销》、《国际支付》、《国际贸易单证》、《国际商务合同》等。)国际营销实践教程。卡瑞(Curry,J.E.)著;张蔚主编。—上海:上海外语教育出版社,2013。国际营销(第16版)。(美)凯特奥拉等著;崔新健改编。北京:中国人民大学出版社,2013。AssessmentFinalGrade100
2、AssessmentFinalTest10080%ClassWork10020%FinalGrade10%ListenattentivelyRespondquicklyParticipateactively10%,Absentforthreetimes,youwillcertainlyfailthecourse80%BothfromtextbookandfromothersourcesAttendancePerformanceFinaltestOverviewofthecoursePartone:MarketingBasicsParttwo:Globalenvironmento
3、finternationalmarketingPartthree:Marketingresearch&MarketingplanPartfour:StrategydevelopmentContentsChapter1:MarketingbasicsChapter2:TheroleofgovernmentsChapter3:TheroleofculturalforcesChapter4:Marketresearch&marketingplanChapter5:DevelopingproductsforforeignmarketChapter6:Pricingforinternat
4、ionalmarketsChapter7:InternationalmarketingchannelsChapter8:AdvertisingandPromotionsChapter1:MarketingBasicsWhatshouldyoulearn?DefinitionofmarketingandinternationalmarketingThescopeoftheinternationalmarketingtaskTheincreasingimportanceofglobalawarenessThemotivationforinternationaltradeandthe
5、importanceofbalance-of-paymentfigurestoacountry’seconomyMarketingHowtodefinemarketing?Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.(ApprovedJuly2013)美国市场营销协会(Americ
6、anMarketingAssociation,AMA)市场营销是在创造、沟通、传播和交换产品中,为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程和体系。(该定义于2013年7月通过美国市场营销协会董事会一致审核)MarketingMixMarketingmixisthesetofmarketingtoolsthatthefirmusestopursueitsmarketingobjectivesinthetargetmarket.ItusuallyreferstoE.JeromeMcCarthy's4Pclassificationfordevelopinganeff
7、ectivemarketingstrategy.Product:theselectionanddevelopmentoftheproductPrice:determinationofpricePlace:selectionanddesignofdistributionchannelsPromotion:allaspectsofgeneratingorenhancingdemandfortheproduct,includingadvertising营销组合营销组合是一种市场营销中用到的工具,营
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