- 作 者：席波主编
- 出 版 社：武汉：武汉大学出版社
- 出版年份：2009
- ISBN：9787307069114
- 标注页数：166 页
- PDF页数：175 页
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Chapter 1 Introduction 1
Part Ⅰ What Is International Marketing? 1
Part Ⅱ 4
Passage 1 Challenges in International Marketing 4
Passage 2 Localization 6
Background Information Smart Globalization 7
BBS 11
Chapter 2 International Marketing and Multinational Corporations 12
Part Ⅰ Multinational Corporation 12
Part Ⅱ 14
Passage 1 The Growth of International Marketing 14
Passage 2 Global Village 15
Background Information The Place to Be 16
BBS 18
Chapter 3 International Marketing Environment Analysis 19
Part Ⅰ International Marketing Environment 20
Part Ⅱ 25
Passage 1 Website Loses Legal Fight Over MP3 Download 25
Passage 2 Keeping Companies Honest 26
Background Information How to Research the Marketing Environment 28
BBS 29
Chapter 4 International Market Research 32
Part Ⅰ Why International Market Research 32
Part Ⅱ 34
Passage 1 How to Design Questionnaire 34
Passage 2 Do Online Surveys Get More Extreme Answers? 38
Background Information Types of Market Reports 39
BBS 41
Chapter 5 Product Strategy in International Marketing 42
Part Ⅰ Product and Product Strategy 42
Part Ⅱ 51
Passage 1 Crossover Is the Future of Car Design 51
Passage 2 Home Appliances Producer:Electrolux 53
Background Information Case—Product Strategy of Bull 54
BBS 57
Chapter 6 Distribution 58
Part Ⅰ Distribution:Channels,Tactics and Its International Variations 58
Part Ⅱ 65
Passage 1 Case Study:Remedy for Japan Distribution Problem 65
Passage 2 An Introduction to SCM(Supply Chain Management) 66
Background Information The 10 Commandments of Networking 68
BBS 71
Chapter 7 Pricing Strategy in International Marketing 72
Part Ⅰ Pricing Concepts and Strategies 72
Part Ⅱ 82
Passage 1 Dumping a Heavy Cost on Wood 82
Passage 2 Overseas TV Brands Join Pricing War 83
Background Information Pricing for Profit 85
BBS 87
Chapter 8 Promotion Strategy 89
Part Ⅰ Promotion Applied in International Marketplace 89
Part Ⅱ 97
Passage 1 Pull and Push in Marketing 97
Passage 2 How to Do Export Promotion? 98
Background Information Great Gift Marketing Ideas 99
BBS 102
Chapter 9 Internet Marketing 103
Part Ⅰ Internet and Marketing Strategy 103
Part Ⅱ 106
Passage 1 Internet's Impact on the Marketing Mix 106
Passage 2 Privacy and Security Issues for Online Commerce 107
Background Information International Online Business:Think Globally,Act Locally 109
BBS 111
Chapter 10 Cross-cultural Communication and International Marketing 113
Part Ⅰ Cultural Differences Among Different Nations 113
Part Ⅱ 121
Passage 1 Lenovo's in an Olympic Mood Now 121
Passage 2 Names Have Coffee Chain Steamed Up 122
Background Information Global Marketing Gaffes 123
BBS 125
Chapter 11 Marketing and Social Responsibility 127
Part Ⅰ Social Responsibility and Ethics in Marketing 128
Part Ⅱ 133
Passage 1 CSR Case:Starbucks Coffee Co 133
Passage 2 An Introduction to Green Marketing 134
Background Information Mind Your Business 137
BBS 140
Chapter 12 Career in Marketing 141
Part Ⅰ Career in Marketing 141
Part Ⅱ 146
Passage 1 Marketing Yourself 146
Passage 2 Paving the Way for New Staff Members 147
Background Information Career in Marketing—We Will Train 148
附录 部分练习参考答案 150
参考书目 166