國際市場營銷雙語教學(xué)教案1課件

1、1 International MarketingLecture 1Instructor Li ZhihongSept.2009 Business Institute, Jiang Han University2Chapter 1 The Global Marketing Imperative 1. Teaching and learning Targets. After studying this chapter, you should be able to: (1) What are the recent trends in world trade? Will expansion of w

2、orld trade in the future follow these trends? (2) Does increased world trade mean increased risk? (3) What impact do global linkages have on firms and consumers? (4) Describe some opportunities and challenges in international marketing created by new advances in information technology? 3 2.What Inte

3、rnational Marketing Is? (1) International Marketing. The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations. It much retains the basic marketing tenets of “satisfaction”and “exchange”;Also, it focus

4、es on international transactions. 43.The Importance of World Trade (1)Global linkages. Economically, world trade has forged a network of global linkages that bind us all, - countries, institutions, and individuals- much more closely than ever before. - The linkages have also become more intense on a

5、n individual level, such as life, behavior,etc. 6 (2) Domestic Policy Repercussions - A lowering of interest rates domestically 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

6、rates. - Agricultural and farm policies, which historically have been strictly domestic issues, are suddenly thrust into the 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 no

7、w begun to determine the level of trade. - Policymakers have sought to restrict the impact of global trade and financial flows by erecting barriers, charging tariffs, designing quotas, and implementing other import regulations. 9 - More and more small firms have been becoming the major players in th

8、e international business. (2) Challenges - Need difference in the different regions and countries.- More and more complicated market environment. - More and more intensive competition in the global marketplace.105. Group Discussion (1) What are the recent trends in world trade? Will expansion of wor

9、ld trade in the future follow these trends? (2) Does increased world trade mean increased risk? (3) What impact do global linkages have on firms and consumers? (4) Describe some opportunities and challenges in international marketing created by new advances in information technology?11 6. Assignments (1) Using World Trade Organization data, identify the following : - the top ten exporting and importing countries in world merchandise trade. - the top ten exporting a