课程名称：国际市场营销学 （英语）                               课程代码：3273
第一部分    课程性质与自考本科设置目的
一、 课程性质与特点
国际市场营销学是为高等教育自学考试商务英语（本科）以及相关专业学生所开设的专业课程之一。 国际市场营销学是一门理论联系实际且应用性较强的课程。本课程采用英语教材，通过多媒体手段进行教学，辅助以案例教学（Power Point, Video cases, etc）。学好国际市场营销学要求学生有足够的经贸基础知识准备和较高的专业英语水平。
本课程旨在培养本专业学生掌握国际市场营销领域中的相关重要理论知识、概念和国际惯例，以便使学生在将来的国际经贸活动中具有必备的国际市场营销方面的知识和技能，更好地与国际接轨。
二、 课程设置的目的和要求
本课程设置的目的是培养学生牢固掌握国际市场营销领域中的基本概念、相关重要理论、基本原理和国际通行的惯例，从而使学生在将来的国际营销和国际经贸活动中具有必备的国际市场营销理论知识和技能，做到学以致用，更好地与国际接轨。
三、 与本科其他专业课程的关系
《国际市场营销学》是商务英语、市场营销等专业大学本科学生高年级的必修课程，它与本专业的许多其他课程有着密切的关系。《市场营销》、《微观经济学》、《宏观经济学》、《国际贸易》和《市场调研与预测》是本课程的基础。要学好《国际市场营销学》还要求学生有较高的专业英语水平。
第二部分    课程内容与考核目标
Chapter 1  Scope of international marketing strategy
一、学习目的与要求 (Learning Objectives and Requirements)
本章是对国际市场营销战略的概括介绍。通过本章学习，帮助学生了解国际市场营销的概念，进入国际市场的战略方法，以及影响国际营销的环境因素等，从而形成对国际市场营销的基本认识。
二、考核知识点与考核目标
1. Strategic approaches to international markets (一般)
2. International marketing strategy (重点)
识记：Definition of international marketing
理解：Generic international marketing strategies
3. Standardization or customization (次重点)
识记：Definition of standardization and customization
理解：Implications of standardizing strategy
       Strategic differentiation in the international firm
4. International marketing environment （次重点）
 识记：International marketing environment
    General objectives and targets a company may set
 理解：Reasons for international market fragmentation
5. Understanding international marketing : a frame work (一般)

PART I UNDERSTANDING THE IM ENVIRONMENT
Chapter 2  International marketing in the global economy
一、学习目的与要求 (Learning Objectives and Requirements)
本章介绍了一些与国际市场营销有关的理论。通过本章的学习帮助学生了解全球经济中国际营销的进程，以及如何通过建立适当的管理框架来实现国际市场营销决策。
二、考核知识点与考核目标
1. Theory and practice of international marketing (一般)
2. Managerial theory of international marketing （重点）
识记：Major participant groups in international marketing system
理解：Orientation of the company in the business system
    A framework for international marketing
3. Trade and transaction costs（次重点）
理解：Absolute advantage and the international firm
Comparative advantage and the international firm
4. Nature of the international firm (一般)

Chapter 3  Company resources and capabilities
一、学习目的与要求 (Learning Objectives and Requirements)
本章主要介绍对公司的资源审核以及自我评估方面的知识。通过本章的学习，学生应当能够描述进行国际营销的公司所具备的特征，了解公司在国际市场上进行营销所应采取的规模、经营范围、技术水平及产品范围等方面的知识。
二、考核知识点与考核目标
1. Characteristics of the international firm(重点)
识记：Access to resources
理解：Size of the firm in international markets
     Location of the firm
     Technology and innovation
     Product range in the firm
2. Management of the international firm(次重点)
理解：Key factors for successful management of the international firms
3. Company resources in the business system(一般)
理解：Managing costs and prices in international markets
     Product-market and business system resource allocation
     Resource allocation in international markets

Chapter 4  Analysis of international competitors
一、学习目的与要求 (Learning Objectives and Requirements)
 本章阐述了国际营销所必然面临的竞争问题。通过本章的学习，要求学生掌握公司如何参与国际市场竞争，如何分析国际市场竞争环境，以及公司应如何发展自身的竞争优势等方面的知识。
二、考核知识点与考核目标
1. Meaning of international competition(重点)
识记：Competitiveness
理解：Competitor orientation in international markets
应用：Establishing competitive positions in international markets
理解：Determinants of competitiveness in international markets
    Measuring competitiveness in the firm
2. Understanding competitors in international markets（次重点）
 理解：Competitor objectives, future goals and assumptions
    Review of competitor strategies
    Competitor organization and corporate culture
    Evaluating competitive strengths
 识记；Motives associated with unique capabilities

Chapter  5 Culture, values and technology
一、学习目的与要求 (Learning Objectives and Requirements)
本章介绍了文化因素，价值观及技术在国际营销中的重要作用。通过本章学习帮助学生了解文化的主要特征及组成要素，了解宗教、价值观在不同国家的影响，以及不同的社会结构对国际化的影响。
二、考核知识点与考核目标
1. Influence of culture in international marketing  (次重点)
识记：Definition of culture
2. Cultural determinants of marketing behavior in the international firm （重点）
识记：The cultural environment
理解：Behavioral attributes
    Role of human values and attitudes
    Demographic factors
应用：Characteristics of culture
理解：Special position of languages
    Material culture and the international firm
3. Analysis of culture influence （一般）
 理解：Influences within cultures
    Context of cross-cultural relationships
    Influences among cultures
    Influence of culture on consumer behavior

Chapter 6  Political economy and created advantage
一、学习目的与要求 (Learning Objectives and Requirements)
通过本章学习帮助学生了解市场一体化及全球贸易的重要意义，正确评价世界贸易组织对市场及国际贸易发展所做出的贡献，并且了解一些主要的区域贸易联盟。
二、考核知识点与考核目标
1. Impact of market integration（次重点）
理解：Influence on the international firm
    Concept of free trade
    Developments in industrial markets
    Position of developing countries
2. Challenge of open markets  (一般)
 理解：Two major factors in the international marketing environment
    Created assets in international markets
3. Comparative advantage and competitive advantage (重点)
 识记：Competitiveness
    Distinction between comparative advantage and competitive advantage
 理解：Country and company competitiveness
    Labor productivity and wealth
4. Phenomenon of emerging markets (一般)
5. Industrial and commercial policy  （次重点）
理解：Creating competitive advantage in integrated markets
    Invisible hand or direct intervention
    Dynamic comparative advantage

Chapter 7  Public policy risk and regulation
一、学习目的与要求 (Learning Objectives and Requirements)
本章介绍了进行国际经营的公司所面临的政治环境风险。通过本章的学习，帮助学生了解政治的不稳定性对国际竞争的影响，了解政府条例对国际商务的影响及如何应对等方面的知识。
二、考核知识点与考核目标
1. Public policy environment of international marketing  (重点)
识记：Role of government
 理解：Risk and uncertainty in international markets
 应用：Common political risks
 理解：Analysis of political environment
2. Regulating international transfers （次重点）
 理解：Regulating transfers of products and services
    Regulating money transfers
    Regulating people transfers
    Regulating technology transfers
    Importance of exchange rate stability
 识记：Functions of the World Trade Organization
3. International legal framework （一般）
 理解：Product quality standards
    Major world legal systems
    Legal aspects of marketing claims

PART III STRATEGIC CHALLENGE OF IM ENTRY
Chapter 13 Market entry – exporting
一、学习目的与要求 (Learning Objectives and Requirements)
出口是进入国外市场最便捷的方式。通过本章学习，学生应了解出口的性质及影响公司做出出口决策的因素，并掌握如何对与出口相关的费用做出正确评价。
二、 考核知识点与考核目标 
1. Nature of exporting （重点）
识记：Reasons for export
       Exporting and commitment to internationalization
2. Determinants of export behavior（一般）
理解：Experience and uncertainty effects
    Acquiring knowledge of export markets
3. Export decision process（一般）
理解：Behavioral and firm-specific influences
4. Model of the export decision process（次重点）
应用：Factors influence export commitment
理解：Size of firm and exporting activity
    Export marketing groups
6. Cost and competitiveness of exporting （一般）
理解：Cost factors of exporting

Chapter 14 Market entry – strategic alliances
一、学习目的和要求 (Learning Objectives and Requirements)
战略联盟（同盟）是公司进入国际市场进行竞争的手段之一。通过本章学习，学生应了解战略联盟的性质，各种可供选择的联盟方式，以及使用该手段的优缺点等方面的知识。
二、考核知识点与考核目标
1. Nature of strategic alliances （次重点）
理解：Nature of strategic alliances
    Basis for a strategic alliance
2. Marketing partnership agreements（一般）
3. Licensing to enter international markets （重点）
识记：Licensing
理解：Benefits of licensing
    Impact of licensing on cash flow
    Prerequisites of successful licensing
4. Franchising to enter international markets （重点）
识记：Franchising
理解：Nature of franchising
      Attraction of franchising as mode of entry
5. Joint ventures to enter international markets （重点）
识记：Definition of joint venture
Benefits of international joint ventures
理解：Access to resources and markets
    Joint venture and host country policies
    Stability of international joint ventures
    Conditions for joint venture success
6. Selecting a partner for a strategic alliance （一般）
理解：Assessing potential partners in an international joint venture
7. Evaluation of strategic alliances （一般）

Chapter 15 Market entry – acquisition and direct investment
一、学习目的与要求 (Learning Objectives and Requirements)
    本章继续介绍进入国际市场的其它途径，如收购和直接投资。通过本章学习，学生应深入理解通过收购和直接投资进入国际市场的动机、具体操作办法及其对这两种途径的评估。
二、考核知识点与考核目标
1. Obtaining locational advantage （一般）
2. Acquisition （重点）
识记：Advantages and disadvantages of acquisition
理解：Nature of foreign acquisitions
    Public policy and cross-border acquisition
3. Foreign direct investment （重点）
识记：Definition of foreign direct investment
    Determinants of foreign direct investment location
理解：Three sets of criteria in making a location decision
4. Motives for foreign direct investment （次重点）
识记：Reasons for foreign direct investment
理解：Managerial motives for foreign direct investment
    Operating efficiency and risk reduction
    Market development and government policy
5. Evaluation of new foreign ventures and acquisitions （一般）
 应用：Comparison of acquisitions and new ventures
 理解：Management view of foreign direct investment

Chapter 16 Market entry – a strategic approach
一、学习目的与要求 (Learning Objectives and Requirements)
    通过本章学习，将深入理解、掌握进入国际市场的战略途径，影响国际市场进入决策的因素，以及具体做法等方面的知识。
二、考核知识点与考核目标
1. Dynamics of international market entry（一般）
2. International market entry – concept and modes （次重点）
 理解：Appropriate market entry mode
    Choosing the entry mode
3. Framework for international market entry （重点）
 识记：Market concentration and market diversification
 理解：Market entry strategy and competition
    Linking market strategy, complexity and entry
4. Selecting mode of international market entry（一般）
 理解：Entering new international product-market
    Choosing an entry mode for services
5. Sequencing international market entry（一般）

PART IV INTERNATIONAL MARKETING OPERATIONS
Chapter 17 Channels of international distribution
一、学习目的与要求 (Learning Objectives and Requirements)
本章介绍产品进入国际市场的销售渠道。通过本章的学习，学生应了解国际分销渠道的性质，国际分销渠道的结构与功能，以及如何评价不同产品所使用的各种分销渠道之间的相关性。
二、考核知识点与考核目标
1. Nature of international channels of distribution （重点）
 识记：Differences between domestic and international channels of distribution
 理解：Role of channel intermediaries
    Integrated channels for international distribution
    Constraints on channel design
2. Structure and function of channels of distribution （次重点）
 理解：The most popular type of intermediary
    Functions of the international channel
    Selecting an international intermediary
    Trade-offs and conflict in the distributional channel
3. Cost effectiveness and control in international distribution channels （次重点）
 识记：Cost effectiveness in international channels of distribution
 理解：Cross-border cooperation, conflict and trust
    Improving channel performance
4. Power in international channels of distribution（一般）
 理解：Channel leadership and sources of power
    Market interactivity and shifts in channel power
    Intermediaries and the internet
    Direct cross-border shipments

Chapter 18 Pricing in international markets
一、学习目的与要求 (Learning Objectives and Requirements)
通过本章学习，深入理解掌握影响定价的因素，外汇汇率对定价的影响，国际定价方式，以及定价与分销渠道之间的关系等。
二、考核知识点与考核目标
1. General influences on international pricing（重点）
理解：Technology and competition
       Government policies on pricing
       Transfer pricing in international markets
2. Impact of exchange rates （次重点）
理解：Fluctuating exchange rates and price volatility
    Coping with exchange rate movements
 应用：Standardized international prices
3. Framework for pricing in international markets（一般）
理解：Cost approaches to international pricing
4. Pricing and distribution channels（一般）
理解：Price escalation in international channels
Market-based pricing in international markets
   Life cycle effects on international pricing
   Pricing for exporting competitiveness
第三部分  有关说明与实施要求
一、 考核能力层次表述
本大纲在考核目标中，按照“识记”、“理解”、“应用”三个能力层次规定其应达到的能力层次要求。各能力层次为递进等级关系，后者必须建立在前者的基础上，其含义是：
识记：能知道有关的名词、概念、知识的含义，并能正确认识和表述，是低层次的要求。
理解：在识记的基础上，能全面把握基本概念、基本原理、基本方法，能掌握有关概念、原理、方法的区别与联系，是较高层次的要求。
应用：在理解的基础上，能运用基本概念、基本原理、基本方法联系学过的多个知识点分析和解决有关的理论问题和实际问题，是最高层次的要求。

二、 教材
指定教材：
International Marketing Strategy  Fifth Edition 《国际营销战略》
作者：Frank Bradley (爱尔兰)  外语教学与研究出版社  2005年版
（本课程选用该书的第1、2、3、4、5、6、7、13、14、15、16、17、18章作为授课及考试内容。）
参考教材：
1. International Marketing – Strategy Planning, Market Entry and Implementation高等教育出版社  作者：Roger Bennet and Jim Blythe 
2. International Marketing  《国际营销》  上海外语教育出版社 作者：Jeffrey Edmund Curry.
3. International Marketing  McGraw-Hill Higher Education 出版  作者：Philip R. Cateora; John L. Graham
4. International Marketing Strategy – Analysis, Development and Implementation  《国际营销战略教程》东北财经大学出版社  作者：Isobel Doole, Robin Lowe, Chris Phillips

三、自学方法指导
1、在开始阅读指定教材某一章之前，先翻阅大纲中有关这一章的考核知识点及对知识点的能力层次要求和考核目标，以便在阅读教材时做到心中有数，有的放矢。
2、阅读教材时，要逐段细读，逐句推敲，集中精力，吃透每一个知识点，对基本概念必须深刻理解，对基本理论必须彻底弄清，对基本方法必须牢固掌握。
3、在自学过程中，既要思考问题，也要做好阅读笔记，把教材中的基本概念、原理、方法等加以整理，这可从中加深对问题的认知、理解和记忆，以利于突出重点，并涵盖整个内容，可以不断提高自学能力。
4、完成书后作业和适当的辅导练习是理解、消化和巩固所学知识，培养分析问题、解决问题及提高能力的重要环节，在做练习之前，应认真阅读教材，按考核目标所要求的不同层次，掌握教材内容，在练习过程中对所学知识进行合理的回顾与发挥，注重理论联系实际和具体问题具体分析，解题时应注意培养逻辑性，针对问题围绕相关知识点进行层次（步骤）分明的论述或推导，明确各层次（步骤）间的逻辑关系。

四、对社会助学的要求
1、应熟知考试大纲对课程提出的总要求和各章的知识点。
2、应掌握各知识点要求达到的能力层次，并深刻理解对各知识点的考核目标。
3、辅导时，应以考试大纲为依据，指定的教材为基础，不要随意增删内容，以免与大纲脱节。
4、辅导时，应对学习方法进行指导，宜提倡"认真阅读教材，刻苦钻研教材，主动争取帮助，依靠自己学通"的方法。
5、辅导时，要注意突出重点，对考生提出的问题，不要有问即答，要积极启发引导。
6、注意对应考者能力的培养，特别是自学能力的培养，要引导考生逐步学会独立学习，在自学过程中善于提出问题，分析问题，做出判断，解决问题。
7、要使考生了解试题的难易与能力层次高低两者不完全是一回事，在各个能力层次中会存在着不同难度的试题。
8、助学学时：本课程共4学分，建议总助学课时72学时，课时分配如下： 
章 次  课 程 内 容  学 时
1 Scope of international marketing strategy 5
2 International marketing in the global economy 4
3 Company resources and capabilities 5
4 Analysis of international competitors 5
5 Culture values and technology 5
6 Political economy and created advantage 6
7 Public policy risk and regulation 6
13 Market entry – exporting 6
14 Market entry – strategic alliances 6
15 Market entry – acquisition and direct investment 6
16 Market entry – a strategic approach 6
17 Channels of marketing distribution 6
18 Pricing in international markets 6
合     计 72

五、关于命题考试的若干规定
(包括能力层次比例、难易度比例、内容程度比例、题型、考试方法和考试时间等)
1、本大纲各章所提到的内容和考核目标都是考试内容。试题覆盖到章，适当突出重点。
2、试卷中对不同能力层次的试题比例大致是："识记"为40％、"理解"40％、 "应用"为20％。
3、试题难易程度应合理：易、较易、较难、难比例为2：3：3：2。
4、每份试卷中，各类考核点所占比例约为：重点占65%，次重点占25%，一般占10%。
5、试题类型一般分为：单项选择题、多项选择题、填空题、改错题、判断题、名词解释题、简答题、论述题等。
6、考试采用闭卷笔试，考试时间150分钟，采用百分制评分，60分合格。

六、题型示例 （样题）
I. Multiple Choice Questions
1. To successfully compete globally, companies should emphasize:
 a. linkage of marketing activities with other activities of the firm
 b. global configuration of marketing activities
 c. global coordination
 d. all of the above
2. Assume two companies, A and B are claiming rights to a trademark. Company A registered but never used the trademark. B has been using it all along in various commercial ways without caring to register it. Under the common law, whom does the trademark belong to?
 a. Company A
 b. Company B
 c. neither
 d. both
3. The highest risk form of entry into foreign markets is by:
 a. exporting
 b. contractual agreement
 c. joint venture
d. establishing manufacturing operations abroad
4. Widespread interest in joint venture is NOT related to which of the following factors:
 a. preempting raw materials
 b. sharing risk
 c. decrease privatization worldwide
 d. selling technology
5. The most common foreign market entry method is exporting. The next most common form of entry once a firm moves beyond the exporting stage to a more regular overseas involvement is:
a. joint venture
b. licensing
c. foreign manufacturing
d. privatization
II. Fill in Blanks with Proper Words.
1. Even if a country is able to produce all its goods at lower costs than another country can, trade still benefits both countries, based on __________ costs.
2. A new product seldom becomes a __________ overnight. The product must through the ____stages like market introduction, market growth, market maturity, and sale decline. During these stages, promotion blends may have to change to _______different promotion objectives. During the market introduction, the basic promotion objective is _______.
III. Decide Whether the Following Statements is True or False. Give “T” for True and “F” for False Statement.
( ) 1. promotion includes advertising, merchandising, public relations, and the control and deployment of sales staff. 
( ) 2. Lack of national resources (e.g. oil, labor, minerals, etc)  can spur a country to a high level of innovation.
( ) 3. Benefits of decentralization relates to the motivation afforded to local managers who are encouraged to use individual initiative involving local problems.
( ) 4. Quotas may specify an absolute limit, or impose lower rates of tariff once a certain volume of imports of the goods has been exceeded.
( ) 5. A marketing information system is a set of activities that are carried out on random basis. 
IV. Define the following terms in English.
1. International Market Segmentation
2. Marketing Mix
V. Answer the Following Questions Briefly.
1. List the differences between the arrangements of a free trade area and a customs union.
2. Why is it desirable for a country to maintain a stable foreign exchange rate for its currency?
VI. Essay Questions
1.  Many marketers now believe that teenagers in many countries are becoming “global consumers.” That is, they all want to buy the same goods and services. Do you think this is true? If so, What has cause the phenomennon?
2.  Discuss the following: “Philosophical imposition of political boundaries as the starting point in the matter of segmenting the world market is superfluous and dysfunctional. Why should we segment countries? We should rather segment the customers of the world. After all, it may be hypothesized that high-income people, whether living in the U.S., France, Brazil, India, Nigeria, Egypt, Sweden, or Mexico, provide a similar potential for a product. If this is true, then it is the customer segmentation on a worldwide basis that should be sought and not country classification. Like income, education, geography, political views, age, and a host of other demographic and socioeconomic criteria may be used to segment the world market.”