国际市场营销(双语)课程教学大纲_国际市场营销双语教材

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《国际市场营销》（双语）课程教学大纲

一、课程简介

课程类别：专业课 开课单位：工商管理系

授课对象：本科 市场营销专业 学时与学分：36学时；2学分 使用教材：Warren J.Keegan and Mark C.Green，《全球营销学》第四版（Global Marketing, Fouth Edition），中国人民大学出版社，2005年9月

参考教材：[美]菲利普·R·凯特奥拉，《国际营销》（International Marketing），机械工业出版社，2003年1月

二、教学目的与教学要求：

1.本课程教学目的是：介绍由经济与金融、社会与文化、政治与法律等方面构成的全球商务环境，进而从环境和战略的角度讨论企业的全球营销策略和方式；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 Introduction to Global Marketing

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.Overview of Marketing(1)Competitive advantage(2)Globalization(3)Global Industries 2.Global Marketing: What It Is and What It Isn’t 3.The Importance of Global Marketing 4.Management Orientations(1)Ethnocentric Orientation(2)Polycentric Orientation(3)Regiocentric(4)Geocentric orientations 5.Forces Affecting Global Integration and Global Marketing(1)Driving Forces(2)Restraining Forces 6.Outline of this book 本章考点：

1.What are the basic goals of marketing? Are these goals relevant to global marketing? 2.What is mean by “global localization”? Is Coca-Cola a global product? Explain.3.Describe some of the global marketing strategies available to companies.Give examples of companies that use the different strategies.4.How do the global marketing strategies of Harley-Davidson and Toyota differ? 5.Describe the difference between ethnocentric, polycontric, regiocentric, and geocentric management orientations.6.Identify and briefly describe some of the forces that have resulted in increased global integration and the growing importance of global marketing.7.Define leverage and explain the different types of leverage utilized by companies with global operations.本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，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 The Global Economic Environment

学时：2 周，共 4学时

教学重点：国家发展阶段，产品饱和度，经济合作协议 教学难点：国家发展阶段，国际结算，国际金融

教学内容：

1.The world Economy: An overview 2.Economic systems(1)Market Capitalism(2)Centrally Planned Socialism(3)Centrally Planned Capitalism and Market Socialism 3.Stages of Market Development(1)Low-Income Countries(2)Lower-Middle-Income Countries(3)Upper-Middle-Income Countries(4)Marketing Opportunities in LDCs and Developing Countries(5)High-Income Countries(6)The Triad(7)Marketing Implications of the stages of Development 4.Banlance of Payments 5.World Trade in Merchandise and Services 6.Overview of International Finance(1)Managed Dirty Float(2)Foreign Exchange Market Dynamics 2(3)Purchasing Power Parity(4)Economic Exposure(5)Managing Exchange Rate Exposure

本章考点： 1.Explain the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism.Give an example of a country that illustrates each types of system.2.What is a BEM? Identify the BEMs according to their respective stages of economic development.3.A manufacture of satellite dishes is aeing the world market potential for his products.He asks you if he should consider developing countries as potential markets.How would you advise him? 4.Turn to the Index of Economic Freedom(Table 2-1)and identify where the BEMs are ranked.What does the result tell you in terms of the relevance of the index to global marketers?

本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，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年

第三章 Social and Cultural Environments

学时：2 周，共3学时

教学重点： 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

教学难点： 霍夫斯泰德文化类型说、自参考标准和文化差异和相似性

教学内容：

1.High-and Low-Context Cultures 2.Hofstede’s Cultural Typology 3.The Self-Reference Criterion and Perception 4.Diffusion Theory+(1)The Adoption Proce(2)Characteristics of Innovations(3)Adopter Categories(4)Diffusion of Innovations in Pacific Rim Countries 5.Marketing Implications of Social and Cultural Environments

本章考点：

1.What are some of the elements that make up culture? How do these find expreion in your native culture? 2.What is the difference between a low-context culture and a high-context culture? 3 Give an example of a country that is an example of each type and provide evidence for your answer.3.How can Hofstede’s cultural typologies help Western marketers better understand Asian culture? 4.Explain the self-reference criterion.Go to the library and find examples of product failures that might have been avoided through the application of the SRC.5.Compare and contrast USA and Japan in terms of traditions and organizational behavior and norms.本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，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

第四章 The Legal and Regulatory Environments of Global Marketing 学时：2 周，共 3 学时

教学重点：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 教学难点：专利和商标、许可贸易、各种政府和民间组织

教学内容

1.The Legal Environment(1)Common Law Versus Civil Law(2)Sidestepping Legal Problems: Important Busine Iues(3)Conflict Resolution, Dispute Settlement, and Litigation 2.The Regulatory Environment(1)Regional Economic Organizations: The European Union Example

本章考点：

1.What is sovereignty? What is it an important consideration in the political environment of global marketing? 2.Describe some of the sources of political risk.Specially, what forms can political risk take? 3.Briefly describe some of the differences between the legal environment of a country that embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place.Identify and describe several legal iues that relate to global commerce.5.“See you in court” is one way to respond when legal iues arise.What other approaches are poible?

本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，2001 2.沈钺，《全球营销学》，武汉大学出版社，2004 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年 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

第五章 Global Information Systems and Market Research

学时：2 周，共 3 学时

教学重点：市场信息的来源、正式的市场调查研究步骤 教学难点：市场调查研究步骤，一体化的市场信息收集

教学内容：

1.Information Technology for Global Marketing 2.Information subject agenda and environmental scanning modes 3.Sources of market information 4.Formal market research(1)Step1: Identify the Information Requirement(2)Step2: Problem Definition---Overcoming the SRC(3)Step3: Choose Unit of Analysis(4)Step4: Examine Data Availability(5)Step5: Ae Value of Research(6)Step6: Research Design(7)Step7: Analyzing Data(8)Step8: Presenting the Findings(9)Headquarter’s Control of Marketing Research(10)An Integrated Approach to Information Collection

本章考点：

1.Explain two information technology puts powerful tools in the hands of global marketers.2.What are the different modes of information acquisition? Which is the most important for gathering strategic information? 3.Outline the basic steps of the market research proce.4.What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project? 5.Describe some of the analytical techniques used by global marketers.When is it appropriate to use each technique?

本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，2001 2.沈钺，《全球营销学》，武汉大学出版社，2004 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年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 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, and Positioning

学时：2 周，共 3 学时

教学重点：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 教学难点：选择目标市场及定位、高科技和高感性定位

教学内容：

1.Global Market Segmentation(1)Demographic Segmentation(2)Psychographic Segmentation(3)Behavior Segmentation(4)Benefit Segmentation(5)Ethnic Segmentation 2.Aeing Market Potential and Choosing Target Markets or Segments(1)Current Segment Size and Growth Potential(2)Potential Competition(3)Feasibility and Compatibility(4)A Framework for selecting Target Markets 3.Product-Market Decisions 4.Target Market Strategy Options(1)Standardized Global Marketing(2)Concentrated Global Marketing(3)Differentiated Global Marketing 5.Positioning(1)Attribute or benefit(2)Quality and Price(3)Use or User(4)Competitor(5)Global, Foreign, and Local Consumer Culture Positioning

本章考点：

1.differentiate the five basic segmentation strategies.Give an example of a company that has used each one.2.Explain the difference between segmenting and targeting.3.Compare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.4.What is positioning? Identify the different positioning strategies presented in the chapter and give examples of companies or products that illustrate each.5.What is global consumer culture positioning? What other strategic positioning choices do global marketers have? 6.What is high-touch product? Explain the difference between high-tech product positioning and high-touch product positioning.Can some products be positioned using both strategies? Explain.本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A 6 2.3.4.5.6.7.8.European Perspective》, Pearson Education Limited，2001 沈钺，《全球营销学》，武汉大学出版社，2004 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 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 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 甘碧群，《国际市场营销学》，武汉大学出版社，2002 王文举，张启明，《国际市场营销》，中国统计出版社，2003 王海忠，《全球营销：规则、指南、案例》，企业管理出版社，2002 第七章 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

学时：2 周，共4 学时

教学重点： 许可和合营、市场扩张战略、投资扩张和战略联盟 教学难点： 全球战略合作伙伴概念、市场扩张战略

教学内容： 1.Licensing Special Licensing Arrangements 2.Investment(1)Joint Ventures(2)Investment via Ownership or Equity Stake 3.Global Strategic Partnerships 4.The Nature of Global Strategic Partnerships(1)Succe Factors(2)Alliances with Asian Competitors(3)CFM International, GE, and Snecma: A Succeful Story(4)AT&T and Olivertti: A Failure(5)Boeing and Japan: A Failure(6)International Partnerships in Developing Countries 5.Cooperative Strategies in Japan: Keiretsu 6.Cooperative Strategies in South Korea: Chaebol 7.Twenty-First Century Cooperative Strategies: Targeting the Digital Future 8.Market Expansion Strategies

本章考点：

1.What are the advantages and disadvantages of using licensing as a market entry tool? Give examples of companies from different countries that use licensing as a global marketing strategy.2.What is foreign direct investment? What forms can FDI take? 3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable to Ford---the physical aets or the name? 4.What is meant by the phrase global strategic partnership? In what ways does this form of market entry strategy differ from more traditional forms such as joint ventures? 5.What are Keiretsu? How does this form of industrial structure affect companies that compete with Japan or that are trying to enter the Japanese market? 6.Which Strategic options for market entry or expansion would a small company be likely to pursue? A large company? 本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，2001 2.沈钺，《全球营销学》，武汉大学出版社，2004 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年 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 8.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，2002 9.吴声功，《跨国公司经营管理》，上海人民出版社，2003

第八章 Product and Brand Decisions

学时：1 周，共 2 学时

教学重点：产品和品牌概念、原产国因素、地域扩张、全球营销中的新产品开发 教学难点：地域扩张、全球营销中的新产品开发

教学内容：

1.Basic product and brand concepts(1)Product Types(2)Brands(3)Local Products and Brands(4)International Products and Brands(5)Global Products and Brands(6)Global Brand Development(7)Local Versus Global Products and Brands: A Need-Based Approach 2.Country of origin as brand element 3.Packaging(1)Labeling(2)Aesthetics 4.Product warranties 5.Extend, Adapt, Great: strategic alternatives in global marketing(1)Strategy1: Product-Communication Extension(2)Strategy2: Product Extension-Communication Adaptation(3)Strategy3: Product Adaptation-Communication Extension(4)Strategy4: Product-Communication Adaptation(5)Strategy5: Product Invention(6)How to Choose a strategy 6.New products in global marketing(1)Identifying New-Product Ideas(2)New-Product Development(3)The International New-Product Department(4)Testing New Products

本章考点：

1.What is the difference between a product and a brand? 2.How do local, international, and global products differ? Cite examples 8 3.What are some of the elements that make up a brand? Are these elements tangible or intangible? 4.What criteria should global marketers consider when making product design decisions? 5.How can buyer attitudes about a product’s country of origin affect marketing strategy? 6.Identify several global brands.What are some of the reasons for the global succe of the brands you chose? 7.Briefly describe various combinations of product-communication strategies available to global marketers.When is it appropriate to use each?

本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，2001 2.沈钺，《全球营销学》，武汉大学出版社，2004 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年 6.甘碧群，《国际市场营销学》，武汉大学出版社，2002 7.杨建新，《产品生命周期评价方法及应用》，气象出版社，2002 8.胡树华，《产品开发设计的功能成本分析》，科学出版社，2001 9.李倩茹，《新产品开发、定位和销售》，广州经济出版社，2002

第九章 Pricing Decisions

学时：1 周，共 2学时

教学重点：全球定价目标和策略、影响定价决策的环境因素、灰色市场、倾销、转移定价、反向贸易

教学难点：全球定价策略、灰色市场、倾销、抵销、反向贸易

教学内容：

1.Basic pricing concepts 2.Global pricing objectives and strategies（1）Market Skimming and Financial Objectives（2）Penetration Pricing and Nonfinancial Objectives（3）Companion Product “Razors and Blades” Pricing（4）Target Costing（5）Calculating Prices: Cost-based Pricing and Price Escalation（6）Terms of Sale 3.Environment influences on pricing decisions(1)Currency Fluctuations(2)Inflationary Environment(3)Government Controls, Subsidies, and Regulations(4)Competitive Behavior(5)Using Sourcing as a Strategic Pricing Tool 4.Global pricing: three policy alternatives(1)Extension or Ethnocentric(2)Adaptation or Polycentric(3)Geocentric 5.Gray market goods 9 6.Dumping 7.Price fixing 8.Transfer pricing(1)Tax Regulations and Transfer Prices(2)Sales of Tangible and Intangible Property(3)Competitive Pricing(4)Importance of Section 482 Regulations 9.Countertrade(1)Barter(2)Counterpurchase(3)Offset(4)Compensation Trading(5)Switch Trading

本章考点：

1.What are the basic factors that affect price in any market? What considerations enter into the pricing decision? 2.Define the various types of pricing strategies and objectives available to global marketers.3.Identify some of the environmental constraints on global pricing decisions.4.Why do price differences in world markets often lead to gray marketing? 5.What is dumping? Why was dumping such an important iue during the Uruguay Round of GATT negotiations? 6.What is transfer price? Why is it an important iue for companies with foreign affiliates? Why did transfer pricing in Europe take on increased importance in 1999? 7.What is the difference between ethnocentric, polycontric, and geocentric pricing strategies? Which one would you recommend to a company that has global market aspirations? 8.Compare and contrast the different forms of countertrade.本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，2001 2.沈钺，《全球营销学》，武汉大学出版社，2004 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年 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 8.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，2002 9.吴声功，《跨国公司经营管理》，上海人民出版社，2003

第十章 Global Marketing Channels and Physical Distribution

学时：1 周，共 2 学时

教学重点：分销渠道管理、建立和保持渠道中介、全球零售业、物流管理 教学难点：全球零售渠道、物流管理

教学内容：1.Channel objectives 2.Distribution channels :terminology and structure(1)Consumer Products and Services(2)Industrial Products 3.Establishing channels and working with channel intermediaries 4.Global retailing 5.Innovation in global retailing 6.Physical distribution, supply chains, and logistics management(1)Order Proceing(2)Warehousing(3)Inventory Management(4)Transportation(5)Logistics Management: A Brief Case Study

本章考点：

1.In what ways can channel intermediaries create utility for buyers? 2.What factors influence the channel structures and strategies available to global marketers? 3.What is cherry picking? What approaches can be used to deal with this problem? 4.Compare and contrast the typical channel structures for consumer products and industrial products.5.Identify the different forms of retailing and cite an example of each form.Identify retailers from as many different countries as you can.6.Identify the four retail market expansion strategies discued in the text.What factors determine the appropriable mode? 7.What special distribution challenges exist in Japan? What is the best way for a non-Japanese company to deal with these challenges?

本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，2001 2.沈钺，《全球营销学》，武汉大学出版社，2004 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年 6.甘碧群，《国际市场营销学》，武汉大学出版社，2002 7.李飞，《分销渠道》，清华大学出版社，2003 8.邹树彬，《分销渠道管理》，广东经济出版社，2000

第十一章 Global Marketing Communications Decisions:

Advertising and Public Relations

学时：1 周，共2学时

教学重点：全球广告、全球媒体决策、公共关系和公众度 教学难点：全球广告、世界各地的公关差异

教学内容：

1.Global advertising Global Advertising Content: The “Standardization” versus “adaptation” Debate 11 2.Advertising agency: organizations and brands Selecting an Advertising Agency 3.Creating global advertising(1)Art Directors and Art Direction(2)Copy(3)Cultural Considerations 4.Global media decisions(1)Media vehicles and expenditures(2)Media Decisions 5.Public relations and publicity(1)The Growing Role of Public Relations in Global Marketing(2)Communications(3)How public relations practices differ around the world

本章考点：

1.In what ways can global brands and global advertising campaigns benefit a company? 2.How does the “standardized versus localized” debate apply to advertising? 3.What is the difference between an advertising appeal and creative execution? 4.When creating advertising for world markets, what are some of the iues that art directorsand copywriters should take into account? 5.How do the media options available to advertisers vary in different parts of the world? What can advertiser do to cope with media limitations in certain countries? 6.How does public relations differ from advertising? Why is PR especially important for global companies? 7.What are some of the ways public relations practices vary in different parts of the world?

本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，2001 2.沈钺，《全球营销学》，武汉大学出版社，2004 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年 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 8.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，2002 9.吴声功，《跨国公司经营管理》，上海人民出版社，2003 10.张映红，《公共关系管理》，北京经济学院出版社，2003 11.周广华，《促销管理实战》，广东经济出版社，2003

第十二章 Strategic Elements of Competitive Advantage

学时：1 周，共2学时

教学重点： 行业分析（影响竞争的因素）、竞争优势、全球竞争和国家竞争优势 教学难点： 竞争优势、全球竞争和国家竞争优势

教学内容：1.Industry analysis: forces influencing competition(1)Threat of New Entrants(2)Threat of Substitute Products(3)Bargaining Power of Buyers(4)Bargaining Power of Supplier(5)Rivalry Among Competitors 2.Competitive advantage(1)Generic Strategies for Creating Competitive Advantage(2)The Flagship Firm: The Busine Network with Five Partners(3)Creating Competitive Advantage via Strategic Intent 3.Global competition and national competitive advantage(1)Demand Conditions(2)Related and Supporting Industries(3)Firm Strategy, Structure, and Rivalry(4)Chance(5)Government 4.Current iues in competitive advantage

本章考点：

1.How can a company measure its competitive advantage? How does a firm know if it is gaining or losing competitive advantage? Cite a global company and its source of competitive advantage.2.Outline Porter`s five forces model of industry competition.How are the various barriers to entry relevant to global marketing? 3.How does the five partners, or flagship model, developed by Rugman and D`Aveni differ from Porter`s five forces model? 4.Give an example of company that illustrates each of the four generic strategies that can lead to competitive advantage: overall cost leadership, cost focus, differentiation, and differentiation focus.5.Briefly describe Hamel and Prahalad`s framework for competitive advantage.6.How can a nation achieve competitive advantage? 7.According to current research on competitive advantage, what are some of the shortcomings of Porter`s models? 8.What is the connection, if any, between national competitive advantage and company competitive advantage? Explain and discu.本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，2001 2.沈钺，《全球营销学》，武汉大学出版社，2004 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年 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 8.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，2002 9.吴声功，《跨国公司经营管理》，上海人民出版社，2003

第十三章 The Digital Revolution and Global Electronic Marketplace学时：1 周，共2 学时

教学重点： 行业集中、价值网络和分裂性科技、全球电子营销、移动商业和无线连接 教学难点： 行业集中、价值网络、全球电子营销

教学内容：

1.The digital revolution: a brief history 2.Convergence 3.Value-Networks and disruptive technologies 4.Global E-Commerce 5.Web site design 6.New product and services Broadband 7.Mobile commerce and wirele connectivity(1)Smart Cell Phones(2)Internet Phone Service 8.Conclusion

本章考点：

1.Briefly review the key innovations that culminated in the digital revolution.What is the basic technological proce that made the revolution poible? 2.What is convergence? How is convergence affecting Sony? Kodak? Nokia? 3.What is the innovator’s dilemma? What is the difference between sustaining technology and disruptive technology? Briefly review Christensen’s five principles of disruptive innovation.4.What key iues must be addreed by global companies that engage in e-commerce? 5.Briefly outline Web design iues as they pertain to global marketing.6.Review the key products and services that have emerged during the digital revolution.What are some products and services that are not mentioned in the chapter?

本章参考文献：

1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: A European Perspective》, Pearson Education Limited，2001 2.沈钺，《全球营销学》，武汉大学出版社，2004 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年 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 8.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，2002 9.吴声功，《跨国公司经营管理》，上海人民出版社，2003 10.怀特，董俊英，《国际营销错误案例》，北京经济科学出版社，2003

第十四章 Overall review of course and Preparation of final exam 学时：1 周，共1 学时

教学内容： 回顾本学期所学内容，梳理各章节知识要点，准备期末考试。