广东金融学院课程大纲Global Marketing文档格式.docx
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广东金融学院课程大纲Global Marketing文档格式.docx
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介绍一整套先进的概念和分析工具(如价值链分析框架、产品贸易周期模型、国际产品生命周期理论、管理导向类别框架、杠杆理论、资源外取理论、全球战略伙伴关系、全球当地化整合原理和国家竞争优势分析框架等);
启迪和帮助学生在全球营销中把握发展战略,成功创作和实施4P(产品、价格、分销、促销)策略组合的途径;
帮助学生运用英语学习专业知识,提高学生地英语使用能力。
2.教学要求:
①对于教师,具体的要求有:
双语授课,英语授课课时比例大约50%;
使用原版英文教材;
理论讲解与案例讨论相结合;
②对于学生,具体的要求有:
必须先修完“市场营销”;
英语达到4级水平
3.考试方式和成绩计算:
采用全英文考试;
平时成绩占10%,期中占20%,期末占70%。
第一章IntroductiontoGlobalMarketing
学时:
2周,共3学时
教学重点:
全球化和全球本地化的概念、全球营销的管理取向、影响全球一体化和全球营
销的因素。
教学难点:
全球营销的管理取向、影响全球营销的因素。
教学内容:
1.OverviewofMarketing
(1)Competitiveadvantage
(2)Globalization
(3)GlobalIndustries
2.GlobalMarketing:
WhatItIsandWhatItIsn’t
3.TheImportanceofGlobalMarketing
4.ManagementOrientations
(1)EthnocentricOrientation
(2)PolycentricOrientation
(3)Regiocentric
(4)Geocentricorientations
5.ForcesAffectingGlobalIntegrationandGlobalMarketing
(1)DrivingForces
(2)RestrainingForces
6.Outlineofthisbook
本章考点:
1.Whatarethebasicgoalsofmarketing?
Arethesegoalsrelevanttoglobalmarketing?
2.Whatismeanby“globallocalization”?
IsCoca-Colaaglobalproduct?
Explain.
3.Describesomeoftheglobalmarketingstrategiesavailabletocompanies.Giveexamplesofcompaniesthatusethedifferentstrategies.
4.HowdotheglobalmarketingstrategiesofHarley-DavidsonandToyotadiffer?
5.Describethedifferencebetweenethnocentric,polycontric,regiocentric,andgeocentricmanagementorientations.
6.Identifyandbrieflydescribesomeoftheforcesthathaveresultedinincreasedglobalintegrationandthegrowingimportanceofglobalmarketing.
7.Defineleverageandexplainthedifferenttypesofleverageutilizedbycompanieswithglobaloperations.
本章参考文献:
1.WarrenJ.KeeganandBodoB.Schlegelmilch,《GlobalMarketingManagement:
AEuropean
Perspective》,PearsonEducationLimited,2001
2.菲利普R.凯特奥拉,约翰L.格雷厄姆,《国际营销》,中国人民大学出版社,2005
3.菲利普R.凯特奥拉,约翰L.格雷厄姆,《国际市场营销学》,机械工业出版社,2005
4.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,2005
5.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004
6.甘碧群,《国际市场营销学》,武汉大学出版社,2002
7.王文举,张启明,《国际市场营销》,中国统计出版社,2003
第二章TheGlobalEconomicEnvironment
2周,共4学时
国家发展阶段,产品饱和度,经济合作协议
国家发展阶段,国际结算,国际金融
1.TheworldEconomy:
Anoverview
2.Economicsystems
(1)MarketCapitalism
(2)CentrallyPlannedSocialism
(3)CentrallyPlannedCapitalismandMarketSocialism
3.StagesofMarketDevelopment
(1)Low-IncomeCountries
(2)Lower-Middle-IncomeCountries
(3)Upper-Middle-IncomeCountries
(4)MarketingOpportunitiesinLDCsandDevelopingCountries
(5)High-IncomeCountries
(6)TheTriad
(7)MarketingImplicationsofthestagesofDevelopment
4.BanlanceofPayments
5.WorldTradeinMerchandiseandServices
6.OverviewofInternationalFinance
(1)ManagedDirtyFloat
(2)ForeignExchangeMarketDynamics
(3)PurchasingPowerParity
(4)EconomicExposure
(5)ManagingExchangeRateExposure
1.Explainthedifferencebetweenmarketcapitalism,centrallyplannedcapitalism,centrallyplannedsocialism,andmarketsocialism.Giveanexampleofacountrythatillustrateseachtypesofsystem.
2.WhatisaBEM?
IdentifytheBEMsaccordingtotheirrespectivestagesofeconomicdevelopment.
3.Amanufactureofsatellitedishesisassessingtheworldmarketpotentialforhisproducts.Heasksyouifheshouldconsiderdevelopingcountriesaspotentialmarkets.Howwouldyouadvisehim?
4.TurntotheIndexofEconomicFreedom(Table2-1)andidentifywheretheBEMsareranked.Whatdoestheresulttellyouintermsoftherelevanceoftheindextoglobalmarketers?
7.王文举,张启明,《国际市场营销》,中国统计出版社,2003年
第三章SocialandCulturalEnvironments
2周,共3学时
高背景文化和低背景文化、马斯洛的需求层次说、霍夫斯泰德德文化类型说以
及自参考标准
霍夫斯泰德文化类型说、自参考标准和文化差异和相似性
1.High-andLow-ContextCultures
2.Hofstede’sCulturalTypology
3.TheSelf-ReferenceCriterionandPerception
4.DiffusionTheory+
(1)TheAdoptionProcess
(2)CharacteristicsofInnovations
(3)AdopterCategories
(4)DiffusionofInnovationsinPacificRimCountries
5.MarketingImplicationsofSocialandCulturalEnvironments
1.Whataresomeoftheelementsthatmakeupculture?
Howdothesefindexpressioninyournativeculture?
2.Whatisthedifferencebetweenalow-contextcultureandahigh-contextculture?
Giveanexampleofacountrythatisanexampleofeachtypeandprovideevidenceforyouranswer.
3.HowcanHofstede’sculturaltypologieshelpWesternmarketersbetterunderstandAsianculture?
4.Explaintheself-referencecriterion.GotothelibraryandfindexamplesofproductfailuresthatmighthavebeenavoidedthroughtheapplicationoftheSRC.
5.CompareandcontrastUSAandJapanintermsoftraditionsandorganizationalbehaviorandnorms.
AEuropeanPerspective》,PearsonEducationLimited,2001
第四章TheLegalandRegulatoryEnvironmentsofGlobalMarketing
普通法和成文法、专利和商标、许可贸易、法庭裁决和仲裁方式、管理环境
专利和商标、许可贸易、各种政府和民间组织
教学内容
1.TheLegalEnvironment
(1)CommonLawVersusCivilLaw
(2)SidesteppingLegalProblems:
ImportantBusinessIssues
(3)ConflictResolution,DisputeSettlement,andLitigation
2.TheRegulatoryEnvironment
(1)RegionalEconomicOrganizations:
TheEuropeanUnionExample
1.Whatissovereignty?
Whatisitanimportantconsiderationinthepoliticalenvironmentofglobalmarketing?
2.Describesomeofthesourcesofpoliticalrisk.Specially,whatformscanpoliticalrisktake?
3.Brieflydescribesomeofthedifferencesbetweenthelegalenvironmentofacountrythatembracescommonlawandonethatobservescivillaw.
4.Globalmarketerscanavoidlegalconflictsbyunderstandingthereasonsconflictsariseinthefirstplace.Identifyanddescribeseverallegalissuesthatrelatetoglobalcommerce.
5.“Seeyouincourt”isonewaytorespondwhenlegalissuesarise.Whatotherapproachesarepossible?
2.沈钺,《全球营销学》,武汉大学出版社,2004
5.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年
第五章GlobalInformationSystemsandMarketResearch
市场信息的来源、正式的市场调查研究步骤
市场调查研究步骤,一体化的市场信息收集
1.InformationTechnologyforGlobalMarketing
2.Informationsubjectagendaandenvironmentalscanningmodes
3.Sourcesofmarketinformation
4.Formalmarketresearch
(1)Step1:
IdentifytheInformationRequirement
(2)Step2:
ProblemDefinition---OvercomingtheSRC
(3)Step3:
ChooseUnitofAnalysis
(4)Step4:
ExamineDataAvailability
(5)Step5:
AssessValueofResearch
(6)Step6:
ResearchDesign
(7)Step7:
AnalyzingData
(8)Step8:
PresentingtheFindings
(9)Headquarter’sControlofMarketingResearch
(10)AnIntegratedApproachtoInformationCollection
1.Explaintwoinformationtechnologyputspowerfultoolsinthehandsofglobalmarketers.
2.Whatarethedifferentmodesofinformationacquisition?
Whichisthemostimportantforgatheringstrategicinformation?
3.Outlinethebasicstepsofthemarketresearchprocess.
4.Whatisthedifferencebetweenexisting,latent,andincipientdemand?
Howmightthesedifferencesaffectthedesignofamarketingresearchproject?
5.Describesomeoftheanalyticaltechniquesusedbyglobalmarketers.Whenisitappropriatetouseeachtechnique?
8.王海忠,《全球营销:
规则、指南、案例》,企业管理出版社,2002
第六章Segmentation,Targeting,andPositioning
全球细分、选择目标市场、全球定位、产品市场决策、高科技和高感性定位
选择目标市场及定位、高科技和高感性定位
1.GlobalMarketSegmentation
(1)DemographicSegmentation
(2)PsychographicSegmentation
(3)BehaviorSegmentation
(4)BenefitSegmentation
(5)EthnicSegmentation
2.AssessingMarketPotentialandChoosingTargetMarketsorSegments
(1)CurrentSegmentSizeandGrowthPotential
(2)PotentialCompetition
(3)FeasibilityandCompatibility
(4)AFrameworkforselectingTargetMarkets
3.Product-MarketDecisions
4.TargetMarketStrategyOptions
(1)StandardizedGlobalMarketing
(2)ConcentratedGlobalMarketing
(3)DifferentiatedGlobalMarketing
5.Positioning
(1)Attributeorbenefit
(2)QualityandPrice
(3)UseorUser
(4)Competitor
(5)Global,Foreign,andLocalConsumerCulturePositioning
1.differentiatethefivebasicsegmentationstrategies.Giveanexampleofacompanythathas
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