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1、国际市场营销双语教学教案1 Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望2Chapter 1 The Global Marketing Imperative 1.Teaching and learning Targets.After studying this 1.Teaching and learning Targets.After studying this chapter,you should be able to:chapter,you should b
2、e able to:(1)What are the recent trends in world trade?Will (1)What are the recent trends in world trade?Will expansion of world trade in the future follow these expansion of world trade in the future follow these trends?trends?(2)Does increased world trade mean increased risk?(2)Does increased worl
3、d trade mean increased risk?(3)What impact do global linkages have on firms and (3)What impact do global linkages have on firms and consumers?consumers?(4)Describe some opportunities and challenges in (4)Describe some opportunities and challenges in international marketing created by new advances in
4、 international marketing created by new advances in information technology?information technology?3 2.What International Marketing Is?(1)International Marketing.The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals
5、and organizations.It much retains the basic marketing tenets of“satisfaction”and“exchange”;Also,it focuses on international transactions.43.The Importance of World Trade3.The Importance of World Trade (1)Global linkages.Economically,world trade has forged a network of global linkages that bind us al
6、l,-countries,institutions,and individuals-much more closely than ever before.-The linkages have also become more intense on an individual level,such as life,behavior,etc.5 -World trade is bringing about a global reorientation of corporate processes,which opens up entirely new horizons.-Advances in t
7、echnology also allow firms to separate their activities by content and context.-The level of global investment is at an unprecedented high.-Not only is the environment changing,but the pace of change is accelerating as well.6 l l(2)Domestic Policy Repercussions l -A lowering of interest rates domest
8、ically may make consumers happy or may be politically wise,but it quickly becomes unsustainable if it results in a major outflow of funds to countries that offer higher interest rates.l -Agricultural and farm policies,which historically have been strictly domestic issues,are suddenly thrust into the
9、 international realm.7 -Independent of trade,currency flows set exchange rates,which are the values of currencies relative to each other.These exchange rates in turn have now begun to determine the level of trade.-Policymakers have sought to restrict the impact of global trade and financial flows by
10、 erecting barriers,charging tariffs,designing quotas,and implementing other import regulations.8 l (1)Opportunitiesl-By transferring knowledge around the globe,an international firm can build and strengthen its competitive position.l-Production sites once were inflexible,but now plants can be shifte
11、d from one country to another and suppliers can be found on every continent.l-International marketing enables consumers all over the world to find greater varieties of products at lower prices and to improve their lifestyles and comfort.4.Opportunities and Challenges in International Marketing9 l-Mo
12、re and more small firms have been becoming the major players in the international business.l(2)Challengesl-Need difference in the different regions and countries.l-More and more complicated market environment.l-More and more intensive competition in the global marketplace.105.Group Discussion (1)Wha
13、t are the recent trends in world trade?Will expansion of (1)What are the recent trends in world trade?Will expansion of world trade in the future follow these trends?world trade in the future follow these trends?(2)Does increased world trade mean increased risk?(2)Does increased world trade mean inc
14、reased risk?(3)What impact do global linkages have on firms and (3)What impact do global linkages have on firms and consumers?consumers?(4)Describe some opportunities and challenges in international (4)Describe some opportunities and challenges in international marketing created by new advances in i
15、nformation marketing created by new advances in information technology?technology?11 6.Assignmentsl (1)Using World Trade Organization data,identify the following:l -the top ten exporting and importing countries in world merchandise trade.l -the top ten exporting and importing countries of commercial services.l (2)Please compare the top ten exporting countries to each other.Highlight similarities and differences.