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1、 国际营销学 Grading InformationnDuringthecourse,studentswillhavethepossibilityofearning800possiblepoints.Thepointsaredistributedasfollows:Attendance=10points*10=100pointsInclassdiscussionandquestionsparticipation=100pointsQuizzes:10quizzesworth10pointseach=100pointsHomeworkandIn-classAssignments10points*
2、10=100pointsMidtermExam=200pointFinalExam=200pointsTotalpossiblepoints=800pointsnFinalpointsaredeterminedasfollows:totalpointsFinalacademicpoints=-*100800ExamPolicy:nAllexamsandquizzesmustbetakenatthescheduledtimes.nInanefforttoencouragereview,quizzeswillcovertheChapterpresentedjustinthelatestclass.
3、Quizzesareclosedbookbutstudentsmayusehand writtennotestohelpanswerthequizquestions.nnThequizzeswillgenerallybe5to10multiplechoice,true-false,fillintheblank,matchingorshortessayquestions.n Course/Text Organization 1.Briefing on marketing2.The scope and challenge of IM3.History and Geography4.Culture
4、dynamics in assessing global markets5.Culture,management style and business systems6.Political and legal environment 7、STP strategy The outline8.Marketing Research9.Products and services for consumers10.International market channels11.Pricing for international markets12.IMC and Ads13.Personal sellin
5、g and sales14.International marketing planning、organization and controlling chapter one The briefing of marketingn1.definition of marketn2.definition of marketingn3.marketing and salesn4.Core Concepts of Marketingn5.CompanyOrientations Towards the Marketplacen6.International marketing process n3).as
6、formarketers,amarketisthesetofallactualandpotentialbuyersofaproductorservice.nMarket=people+buyingpower+desire2.definition of marketingnTheprocessofbuildinglastingrelationshipsthroughplanning,executingandcontrollingtheconception,pricing,promotionanddistributionofideas,goodsandservicestocreatemutuale
7、xchangethatsatisfyindividualandorganizationalneedsandobjectives.（AMA1985）The Four PsMarketingMixProductPricePromotionPlaceThe Four CsThe Four CsCustomerSolutionCustomerCostCommunicationConven-ience3.marketing and salesnManypeoplethinkthatmarketingmeanstheactivityofpersuadingpotentialcustomerstobuyap
8、articularproductorserviceinpreferencetoanyothersimilarones.nThatistosay,marketingissellingandadvertising.Doyouagreethisview?3.marketing and salesnSellingandadvertisingareveryimportant,buttheyareonlythetipofthemarketingiceberg.nTherearemanymorefunctionsofmarketing.Marketingistheprocessofseekingtounco
9、verconsumersrequirementsandadoptingtheinformationtoproducts4Ps.2).consumer value and consumer satisfactionnconsumer value is the difference between the values the consumer gains from owning and using a product and the costs of obtaining the product.consumer satisfaction isapersonsfeelingsofpleasureo
10、rdisappointmentresultingfromcomparingaproductsperceived performance(oroutcome)inrelationtohisorherexpectations.3)Determinants of Customer Delivered ValueImage valuePersonnel valueServices valueProduct valueTotalcustomervalueMonetary costTime costEnergy costPsychic costTotalcustomercostCustomerdelive
11、redvalue4).Satisfied Customers:nAreloyallongernBuymore(newproducts&upgrades)nSpreadfavorableword-of-mouthnAremorebrandloyal(lesspricesensitive)nOfferfeedbacknReducetransactioncostsProduction ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that are widely available and
12、 inexpensiveConsumers favor products thatoffer the most quality,performance,or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/wants of target markets&delivering value better than competitors5.Company Orientations Towards th
13、e MarketplaceMarketIntegratedmarketingProfits throughcustomersatisfactionCustomerneeds(b)The marketing conceptFactoryExistingproductsSelling andpromotionProfits throughsales volumeStartingpointFocusMeansEnds(a)The selling conceptThe differences between the selling concept and the marketing concept6.International marketing process n1.Appraising the international marketing environmentn2.Deciding whether to go abroadn3.Deciding which market to enter n4.Deciding how to enter the marketn5.Deciding on the marketing mixn6.Deciding on the marketing control and management