小节

  • 2019国贸此版块的任务以小组为单位,在教学平台上选择思政栏目相关主题完成小视频的拍摄(可以有对业界人士等的采访,那就更好了),小组在实训讨论区提交拍摄的视频、脚本、详细文案

    只看 '话题 1'
  • 只看 '话题 2'
  • 【本章重点】

    (1) Define global marketing properly,to trace the evolution of marketing and understand the difference between the domestic marketing and global marketing.

    (2) Explain the major issues of global marketing strategy: balance between a standardization approach and a localization approach; concentration of marketing activities; global market participation.

    (3) Identify the management orientation of certain company toward the world: ethnocentric, polycentric, regiocentric or geocentric.

    【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。

    为方便大家及时收到课程相关信息,请在新云课堂平台个人档案那里将默认邮箱修改为您个人的常用邮箱。

    只看 '话题 3'
  • 【本章重点】

    A. Describe the environmental forces that affect the company’s ability to serve its customers.

    B. Explain how changes in the internal & external environments affect global marketing decisions.

    C. Understand one or more of the environment analysis framework such as PEST, SWOT and others . 

    【学习方法提示】大家可能感觉该单元内容非常庞杂,不少教材在该部分的体量内容也是非常惊人(约占1/4--1/3本教材),大家可以把各类教材当成学习的参考资料,学习过程中,一定要把握一个逻辑主线,就是各种环境因素的变化对制定和调整企业营销策略的影响,或者说,各种环境因素与营销的关系。不要被各种概念、故事把自己的脑子带得满天飞,然后不知所云。

    【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。

    若觉得课程考核方式不够多样化、教学仍有可以改进的地方,恳请提出宝贵建议。调查问卷可多次填写,烦请移步填写问卷,谢谢!

    只看 '话题 4'
  • 【学习重点】

    A. Explain the importance of information to the company;

    B. Understand the advantages and disadvantages of various methods of collecting information;

    C. Describe the purpose and components of global marketing information systems

    D. Understand  the main methods & procedure to make marketing research

    【学习方法提示】本单元的学习一定要与营销实训结合起来,在用中学,在学中用。多看文献,多在讨论区与老师和同学进行研讨。

    【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。

    只看 '话题 5'
  • 【学习重点】

    A. Explain what is meant by market segmentation and positioning and what bases on which we can choose to segment a market;

    B. Understand the basic requirements for market segmentation;

    C. Evaluate how to segment a market – the basic process;

    D. Offer examples to clarify how to position to gain competitive edge;

    E. Illustrate how to make and implement positioning strategies.

    【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。

    只看 '话题 6'
  • 【学习重点】竞争战略这一章,重点学习4种分析模型,三种竞争战略,三种成长模式。这些内容对于大家以后的学习都非常有用,比如参加商业精英挑战赛要撰写参赛计划书,比如后面的课程“专业综合研讨”要撰写市场营销企划,以及以后写毕业论文(营销部分)都需要用到。

    【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。

    只看 '话题 7'
  • 【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。

    只看 '话题 8'
  • 【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。

    只看 '话题 10'
    • Explain how internal and external variables influence international pricing decisions
    • Components of pricing as competitive tools in international marketing
    • Understand why and how prices escalate in export selling
    • How to control pricing in parallel import or gray markets
    • Discuss the different international pricing strategies
    • Explain how varying currency conditions challenge the international marketer
    • The mechanics of getting paid
    【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。

    只看 '话题 11'
  • 这小节

    Unit 9 Channel Decisions(4 hours)

    受限的 不能使用除非 你属于 18国际学生班

    1. The variety of distribution channels and how they affect cost and efficiency in marketing
    2. The Japanese distribution structure and what it means to Japanese customers and to competing importers of goods
    3. How distribution patterns affect the various aspects of international marketing
    4. The functions, advantages, and disadvantages of various kinds  of middlemen
    5. The importance of selecting and maintaining middlemen
    6. The growing importance of e-commerce as a distribution alternative
    7. The interdependence of physical distribution activities
    【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。

    只看 '话题 12'