简介
伴随着经济全球化的深入发展，我国加快了全面参与经济全球化的进程，对外产品和服务贸易活动不断增加，对外投资规模也不断加大。在加入WT0十年后的今天，我国的外贸企业和跨国企业已经置身于全球市场的竞争中，既有许多发展机遇，也受到全球竞争者的挑战。
在金融危机之后，由于许多海外企业纷纷出售资产以获取资金渡过难关，我国的跨国企业迎来更多“走出去”的机会。然而，我国企业的国际营销虽然积累了一定的经验，但实践能力还有待进一步提高，因此如何灵活运用国际市场营销理论，把握国际市场和消费者的特点，制定正确的国际市场营销决策，已经成为这些跨国企业的首要任务之一。对于外贸企业来说，金融危机后出口受到一定的影响。同时，许多国家出于对本国工业和环境的保护，增加了技术性壁垒和绿色壁垒，也给我国外贸企业的出口增加了一定的困难。因此，如何针对新的国际贸易环境，制定科学、有效的国际市场营销策略，克服金融危机后所面临的困难，是当今外贸企业的共同课题。
目录
Module One Deciding Whether to Internationalize
Task One Preparation for International Marketing
Ⅰ Basic Knowledge of International Marketing
1 Definition of International Marketing
2 Enviroment and Challenges of International Marketing
Skill Training 1.1
3 Levels of International Marketing Involvement and Marketing Concepts in Each Level
Ⅱ The Decision Whether to Internationalize Information Search
2 Identify Drivers of International Expansion
3 Decision Making in International Marketing Management Process
Ⅳ Prepare You for a Good International Marketer
Skill Training 1.2
营销实训练习
Module Two Deciding Which Markets to Enter and How to Enter
Task Two
International Marketing Research
Ⅰ Basic Knowledge of International Marketing Research
1 Definition of International Marketing Research
2 International Marketing Research Process in General
Ⅱ International Marketing Research Process in Details
1 Scope of International Marketing Research
2 Collecting Data
3 Analysing Data and Predicting Business Trend in How to Design a Questionnaire Skill Training 2.1
营销实训练习
Task Three Analysis of the International Marketing Environment
Ⅰ Importance of International Business Environment Analysis
II Analysis of International Business Environment
1 Analysis of International Economic Environment
2 Political/Legal Environment
3 Analysis of International Competition Environment
Skill Training 3.1
4 Analysis of Technological Environment
5 Natural Environment
6 Demographic Environment
7 Cultural Environment
F营销实训练习
Task Four Analysis of International Buyers Purchasing Behaviour
Ⅰ Analysis of International Consumer Buying Behaviour
1 The Scope of International Consumer Analysis
2 Analysis of International Consumer Buying Behaviour
Skill Training 4.1
Skill Training 4.2
Ⅱ Analysis of International Organizational Buyer Behaviour
1 Definition and Types of International Organizational Markets
2 Characteristics of Organizational Markets
3 International Organization Purchasing Process
4 Influence of Buying Centre on the Organizational Purchasing
Skill Training 4.3
5 Other Factors That Influence Organizational Buyers Behaviour
营销实训练习
Task Five International Market Segmentation and Selection
Ⅰ Internal Analysis
Marketing Objectives Setting
I International Market Segmentation
1 Importance of International Market Segmentation
2 Requirements for International Segmentation
3 Criteria for Segmenting Markets
41ntemational Segmentation Process
Ⅱ International Market Selection
1 Assigning a Score to Each Screening Criteria and Score the Criteria
2 Calculating the Total Score of Each Segment
……
Module Three Designing the International Marketing Program\
Module Four Managing and Extending International Marketing
Appendix1
Appendix2
参考文献
Task One Preparation for International Marketing
Ⅰ Basic Knowledge of International Marketing
1 Definition of International Marketing
2 Enviroment and Challenges of International Marketing
Skill Training 1.1
3 Levels of International Marketing Involvement and Marketing Concepts in Each Level
Ⅱ The Decision Whether to Internationalize Information Search
2 Identify Drivers of International Expansion
3 Decision Making in International Marketing Management Process
Ⅳ Prepare You for a Good International Marketer
Skill Training 1.2
营销实训练习
Module Two Deciding Which Markets to Enter and How to Enter
Task Two
International Marketing Research
Ⅰ Basic Knowledge of International Marketing Research
1 Definition of International Marketing Research
2 International Marketing Research Process in General
Ⅱ International Marketing Research Process in Details
1 Scope of International Marketing Research
2 Collecting Data
3 Analysing Data and Predicting Business Trend in How to Design a Questionnaire Skill Training 2.1
营销实训练习
Task Three Analysis of the International Marketing Environment
Ⅰ Importance of International Business Environment Analysis
II Analysis of International Business Environment
1 Analysis of International Economic Environment
2 Political/Legal Environment
3 Analysis of International Competition Environment
Skill Training 3.1
4 Analysis of Technological Environment
5 Natural Environment
6 Demographic Environment
7 Cultural Environment
F营销实训练习
Task Four Analysis of International Buyers Purchasing Behaviour
Ⅰ Analysis of International Consumer Buying Behaviour
1 The Scope of International Consumer Analysis
2 Analysis of International Consumer Buying Behaviour
Skill Training 4.1
Skill Training 4.2
Ⅱ Analysis of International Organizational Buyer Behaviour
1 Definition and Types of International Organizational Markets
2 Characteristics of Organizational Markets
3 International Organization Purchasing Process
4 Influence of Buying Centre on the Organizational Purchasing
Skill Training 4.3
5 Other Factors That Influence Organizational Buyers Behaviour
营销实训练习
Task Five International Market Segmentation and Selection
Ⅰ Internal Analysis
Marketing Objectives Setting
I International Market Segmentation
1 Importance of International Market Segmentation
2 Requirements for International Segmentation
3 Criteria for Segmenting Markets
41ntemational Segmentation Process
Ⅱ International Market Selection
1 Assigning a Score to Each Screening Criteria and Score the Criteria
2 Calculating the Total Score of Each Segment
……
Module Three Designing the International Marketing Program\
Module Four Managing and Extending International Marketing
Appendix1
Appendix2
参考文献
International marketing practice
- 名称
- 类型
- 大小
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