《国际市场营销学（双语）》课程教学大纲 一、课程基本信息 课程代码：16134003 课程名称：国际市场营销学（双语） 英文名称：International Marketing 课程类别：专业必修课 时：48 学 分：3 适用对象：国际贸易本科学士 老核方式：考试 先修课程：国际贸易 二、课程简介 As global economic growth occurs,understanding marketing in all cultures is increasingly important.This course is a theoretical and practical course,in the interpretation of the basic theory of marketing at the same time,combined with the actual business case analysis. International Marketing addresses global issues and describes concepts relevant to all international marketers,regardless of the extent of their international involvement.Not all firms engaged in overseas marketing have a global perspective,nor do they need to It is with this future that the sixteenth edition of International Marketing is concerned Emphasis is on the strategic implications of competition in different country markets.An environmentalcultural approach to international marketing permits a truly global orientation.The text is designed to stimulate curiosity about management practices of companies,large and small,seeking market opportunities outside the home country and to raise the reader's consciousness about the importance of viewing international marketing management strategies from a global perspective.Although this revised edition is infused throughout with a global orientation,export marketing and the operations of smaller companies are also included.Issues specife to exporting are discussed where strategies applicable to exporting arise,and examples of marketing practices of smaller companies are examined
1 《国际市场营销学（双语）》课程教学大纲 一、课程基本信息 课程代码：16134003 课程名称：国际市场营销学（双语） 英文名称：International Marketing 课程类别：专业必修课 学 时：48 学 分：3 适用对象：国际贸易本科学士 考核方式：考试 先修课程：国际贸易 二、课程简介 As global economic growth occurs, understanding marketing in all cultures is increasingly important. This course is a theoretical and practical course, in the interpretation of the basic theory of marketing at the same time, combined with the actual business case analysis. International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. Not all firms engaged in overseas marketing have a global perspective, nor do they need to. It is with this future that the sixteenth edition of International Marketing is concerned. Emphasis is on the strategic implications of competition in different country markets. An environmental∕cultural approach to international marketing permits a truly global orientation. The text is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside the home country and to raise the reader’s consciousness about the importance of viewing international marketing management strategies from a global perspective. Although this revised edition is infused throughout with a global orientation, export marketing and the operations of smaller companies are also included. Issues specifc to exporting are discussed where strategies applicable to exporting arise, and examples of marketing practices of smaller companies are examined
三、课程性质与教学目的 本课程是一门全英课程，是专门针对国际贸易的本科学士开设的一门专业必修 课。 通过本课程的学习，首先，使学生对国际营销的学科体系有一个全面的认识，为 学生进一步学习其它专业知识奠定学科基础，并使之具有较完备、合理的知识结构和 实践能力。其次，使学生能明确理解国际营销特点、作用：弄懂各种概念、范畴等基 本知识：掌握运用各种分析方法。再次，培养学生理论联系实际的能力，在今后的实 际工作和生活中，能将营销学的知识贯穿其中。最后，还要教会学生理论分析，使他 们能够分析社会经济现象的具体营销事例并能以报告的形式给出分析结果和合理化 建议。 四、教学内容及要求 PART ONE Chapter 1 The Scope and Challenge of International Marketing (一)目的与要求 of markets 2.The changing face ofU.S.business 3.The scope of the international marketing task. 4.The importance of the self-reference criterion(SRC)in international marketing 5.The increasing importance of global awareness 6.The progression of becoming a global marketer (二)教学内容 Section1.Fundamental concepts Customer Needs,Wants,and Demands customer relationships to capture value from customers in return. International marketing is the performance of business activities designed to plan,price, promote,and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit. international marketing and d lomestic marketing. tacticntaerttBsBossacrgcamw Country/M Section3.The International Marketing Task The international marketer's task is more complicated than that of the domestic marketer because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one.Uncertainty is created by the uncontrollable elements of all
2 三、课程性质与教学目的 本课程是一门全英课程，是专门针对国际贸易的本科学士开设的一门专业必修 课。 通过本课程的学习，首先，使学生对国际营销的学科体系有一个全面的认识，为 学生进一步学习其它专业知识奠定学科基础，并使之具有较完备、合理的知识结构和 实践能力。其次，使学生能明确理解国际营销特点、作用；弄懂各种概念、范畴等基 本知识；掌握运用各种分析方法。再次，培养学生理论联系实际的能力，在今后的实 际工作和生活中，能将营销学的知识贯穿其中。最后，还要教会学生理论分析，使他 们能够分析社会经济现象的具体营销事例并能以报告的形式给出分析结果和合理化 建议。 四、教学内容及要求 PART ONE Chapter 1 The Scope and Challenge of International Marketing （一）目的与要求 1. The benefits of international markets 2. The changing face of U.S. business 3. The scope of the international marketing task. 4. The importance of the self-reference criterion (SRC) in international marketing 5. The increasing importance of global awareness 6. The progression of becoming a global marketer （二）教学内容 Section1. Fundamental concepts Customer Needs, Wants, and Demands Section2. What is Marketing? What is International Marketing? Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return. International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. The difference between international marketing and domestic marketing. Country/ Marketer’s task/ Business goal/ Business goal / Marketing environment Section3. The International Marketing Task The international marketer’s task is more complicated than that of the domestic marketer because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one. Uncertainty is created by the uncontrollable elements of all
business environments,but each foreign country in which a company operates adds its own (三)思考与实践 1.掌握书上本章概念。 Needs,wants and demand Market Inte national marketing Domestic ent Foreign environment Self-reference criterion Controllable elements ncontrollables Global awareness Uncontrollable elements 2.完成本章书后练习题。 (1)What's the structure of the text? (2)"The marketer's task is the same whether applied in Dimebox,Texas,or Dar es Salaam Tanzania"Discuss (3)Ho can the increased interest in international marketing on the part of U.S.firms be Discuss the four phases of nree fac 7 (四)教学方法与手段 1.教学方法：课堂讲授：课堂练习。 2教学手段：多煤体教学。 PARTTWO International Marketing Environment Chapter 3 History and Geography:The Foundations of Culture (一)目的与要求 fhistory and geography n nderstanding intemational mak 2 The effects of history oun 3.The effect of geographic diversity on economic profiles of a country 4.Why marketers need to be responsive to the geography of a country 5.The economic effects of controlling population growth and aging populations 6.Communication infrastructures are an integral part of international commerce (二)教学内容 Sectionl.The Definitions of Culture Culture is the sum of the"values.rituals.symbols.beliefs.and thought processes that are learned,shared by a group of people,and transmitted from generation to generation". Expansion:DAccording to the rep oort of the 19th National Cong s of the Communist nfider the Iof a co Without Chines a prosperity, e no great rejuven
3 business environments, but each foreign country in which a company operates adds its own （三）思考与实践 1. 掌握书上本章概念。 Needs, wants and demand Market International marketing Domestic environment Foreign environment Self-reference criterion Controllable elements Uncontrollables Global awareness Uncontrollable elements 2. 完成本章书后练习题。 (1) What’s the structure of the text? （2） “The marketer’s task is the same whether applied in Dimebox, Texas, or Dar es Salaam, Tanzania.” Discuss （3） How can the increased interest in international marketing on the part of U.S. firms be explained? （4） Discuss the four phases of international marketing involvement. （5） Differentiate between a global company and a multinational company. （6） Discuss the three factors necessary to achieve global awareness. （7） Define and discuss the idea of global orientation. （四）教学方法与手段 1. 教学方法：课堂讲授；课堂练习。 2. 教学手段：多媒体教学。 PART TWO International Marketing Environment Chapter 3 History and Geography: The Foundations of Culture （一）目的与要求 1. The importance of history and geography in understanding international markets 2. The effects of history on a country’s culture 3. The effect of geographic diversity on economic profiles of a country 4. Why marketers need to be responsive to the geography of a country 5. The economic effects of controlling population growth and aging populations 6. Communication infrastructures are an integral part of international commerce （二）教学内容 Section1. The Definitions of Culture Culture is the sum of the “values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation”. Expansion: ①According to the report of the 19th National Congress of the Communist Party of China, culture is the soul of a country and a nation. Without a high degree of cultural confidence and cultural prosperity, there will be no great rejuvenation of the Chinese nation
Geeal seretary Xi Jinping pointed that buildingas soialist and pre equisite for the great rejuvenation of the Chinese nation The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China adopted the p oposal of the Central Committee of the Communist Party of China on formulating the 14th five year plan for national economic and social development and the long-term goal for the year 2035(hereinafter referred to as the"proposal"),which clearly puts forward the long-term goal of building a strong cultural country by 2035, and emphasizes promoting the construction of a socialist cultural power during the "14th five year plan"period. Origins History Peers Management style Origins.Elements.and Consequence of Culture Section2.Geography and Global Markets Geography (broadly defined here to include climate.topography,flora,fauna,and microbiology)has influenced history,technology,econom ocial institutions perhaps even the boy-to-girl birth ratio,and,yes,our ways of thinking Geographical influences manifest themselves in our deepest cultural values developed through the millennia. 1Climate and Topography ②Geo Responsibility&Environmental Managemen 4Resources Section3.Populations essary to know abouts /rates of g owth /age levels /population control /population decline and aging/worker shortage and immigration 1 Global Population Trends
4 ②General secretary Xi Jinping pointed out clearly that building a strong socialist cultural power is the foundation and prerequisite for the great rejuvenation of the Chinese nation. ③The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China adopted the proposal of the Central Committee of the Communist Party of China on formulating the 14th five year plan for national economic and social development and the long-term goal for the year 2035 (hereinafter referred to as the "proposal"), which clearly puts forward the long-term goal of building a strong cultural country by 2035, and emphasizes promoting the construction of a socialist cultural power during the "14th five year plan" period. Origins, Elements, and Consequence of Culture Section2. Geography and Global Markets Geography (broadly defined here to include climate, topography, flora, fauna, and microbiology) has influenced history, technology, economics, our social institutions, perhaps even the boy-to-girl birth ratio, and, yes, our ways of thinking. Geographical influences manifest themselves in our deepest cultural values developed through the millennia. ①Climate and Topography ②Geography, Nature & Economic Growth ③Social Responsibility & Environmental Management ④Resources Section3. Populations Necessary to know about: rural/urban population shifts /rates of growth /age levels /population control /population decline and aging /worker shortage and immigration ① Global Population Trends
2Population Control Issues Population Decline and Aging ④The Popu lation Struc Expansion:The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China proposed to raise people's income level,strengthen the employment priority policy,build a high-quality education system,improve the multi omprehensively promote the onstruction of a h he nat strategy to actively respond to the aging population,and and inn gove anc ②General ecretary Xi Jinping put forward in the nineteen major reports of the party: ely respond to the aging of the popuanon.and bund a policy system for the erly,and the social environment" 1.掌握本章概念 Culture Geography Climate and Topography Social Responsibility Environmenta Management 2.完成本章书后练习。 (1)Why study geography in international marketing? (2)How does an understanding of history help an international marketer (3)Some say the global environment is a global issue rather than a national one.What does this mean? (4)Pick a country and show how employment and topography affect marketing within the country. (5)The marketer"should also examine the more complex effect of geography on general market characteristics,distribution systems,and the state of the economy."Comment (6)The world population pattern is shifting from rural to urban areas Discuss the mifications (7)Select a y with able ation pop and one with a rapidly growing population Contrast the eting implications of these two situations (四)教学方法与手段 1.教学方法：课堂讲授：课堂练习。 2.教学手段：多媒体教学。 Chapter 4 Cultural Dynamics in Assessing Global Markets (一)目的与要求 1.The importance of culture to an international marketer 2.The origins of culture 3.The elements of culture 4.The impact of cultural borrowing 5.The strategy of planned change and its consequences (一)教学内容 Section1.A CASE EQUITIES AND Ebay -CULTURE GETS IN THE WAY Section2.Culture's Pervasive Impact 5
5 ②Population Control Issues ③Population Decline and Aging ④The Population Structure Expansion: ①The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China proposed to raise people's income level, strengthen the employment priority policy, build a high-quality education system, improve the multilevel social security system, comprehensively promote the construction of a healthy China, implement the national strategy to actively respond to the aging population, and strengthen and innovate social governance. ②General secretary Xi Jinping put forward in the nineteen major reports of the party: "actively respond to the aging of the population, and build a policy system for the elderly, the elderly and the elderly, and the social environment". （三）思考与实践 1. 掌握本章概念. Culture Geography Climate and Topography Social Responsibility Environmental Management 2. 完成本章书后练习。 （1） Why study geography in international marketing? （2） How does an understanding of history help an international marketer （3） Some say the global environment is a global issue rather than a national one. What does this mean? （4） Pick a country and show how employment and topography affect marketing within the country. （5） The marketer “should also examine the more complex effect of geography on general market characteristics, distribution systems, and the state of the economy.” Comment （6） The world population pattern is shifting from rural to urban areas. Discuss the marketing ramifications. （7） Select a country with a stable population and one with a rapidly growing population. Contrast the marketing implications of these two situations. （四）教学方法与手段 1. 教学方法：课堂讲授；课堂练习。 2. 教学手段：多媒体教学。 Chapter 4 Cultural Dynamics in Assessing Global Markets （一）目的与要求 1. The importance of culture to an international marketer 2. The origins of culture 3. The elements of culture 4. The impact of cultural borrowing 5. The strategy of planned change and its consequences （二）教学内容 Section1. A CASE EQUITIES AND Ebay –CULTURE GETS IN THE WAY Section2. Culture’s Pervasive Impact
Consumption of different types of food influences culture Chocolate by Swiss,seafood by Japanese preference,beef by British,wines by France and Italy,Even diseases are influenced by culture stomach cancer in Japan,and lung cancer in Spain Exhibit 4. Patterns of Consumption(annual per capita) Cut Fish and Dried Flowers Chocolate Seafood Pasta Country (stems (kg kg) Wine(S) Tobacco(S] France 39 254 203 370 Germany 20 78 128 8. 130 Kingdom 48 105 9 15 1 3B4 5 194 United States 75 5.0 43 3.1 84 305 Expansion:The excellent traditional Chinese culture has an important contribution to the la be t th of the world hu ns'develo characters to var orms of arts bloor g.from the Four Grea t Inventions to the imperial examination system from the Silk Zh g He xpedition to the Wes later. s not only the un n of China.but also the re ntation of ce Western civilizations.The excellent traditional chinese culture has left a great length and thic and heavy col ur aces in the history of mankind,it is the common esteem that all mankind oy. asset th and publis oni ions are conv ed to state leaders th ouh the media and other information channels,both directly and indirectly influencing decisions on foreign policy.The traditional tha of the people are harmony,benevolence, Discussion:Why there are no Starbucks in Italy? Section3.Culture's Social Institutions ding family,religion,school,the media,government,and Expansion:In traditional Chinese culture,religion plays a very important role in China Confucianism.Taoism and Buddhism were together discussed in the period of Wu Emperor in North Zhou Dynasty,till now Confucianism has got a stable status,Taoism gradually rises,Buddhism advocates Tianzhu,discuss from difficulty gradually to harmony.The three thoughts are different,but the cores are the same,they all make people tend to kindness with slightly difference,but without affecting the whole. Chinese religion emphasizes benevolence,kindness,and harmony,which is widely vergent fro Western religi 00 s destruction,or killing infidels.And an rtant part of tradition oup be age g0p how societies define decency civility are interprete ith 。every culture
6 Consumption of different types of food influences culture Chocolate by Swiss, seafood by Japanese preference, beef by British, wines by France and Italy,Even diseases are influenced by culture stomach cancer in Japan, and lung cancer in Spain Expansion: The excellent traditional Chinese culture has an important contribution to the development of human beings. Since the Chinese history could be textually researched to the Ming and Qing Dynasties, the development history of China represents the most advanced level of the world humans' development from the gradual evolution of Chinese characters to various forms of arts blooming, from the Four Great Inventions to the imperial examination system, from the Silk Road to Zheng He's Expedition to the West later. The history displayes many examples that the great traditional Chinese culture have made great contributions to mankind. It is not only the unique creation of China, but also the representation of core spirit of Eastern and Western civilizations. The excellent traditional Chinese culture has left a great length and thick and heavy colour traces in the history of mankind, it is the common esteem that all mankind enjoy, and the invaluable asset that Chinese people take for pride. The cultural values of a country influence its national psychology and identity. Citizens’ values and public opinions are conveyed to state leaders through the media and other information channels, both directly and indirectly influencing decisions on foreign policy. The traditional cultural values that influence the psyche of the Chinese people are harmony, benevolence, righteousness, courtesy, wisdom, honesty, loyalty, and filial piety. Discussion: Why there are no Starbucks in Italy? Section3. Culture’s Social Institutions Social institutions including family, religion, school, the media, government, and corporations all affect culture Expansion: In traditional Chinese culture, religion plays a very important role in China, Confucianism, Taoism and Buddhism were together discussed in the period of Wu Emperor in North Zhou Dynasty, till now Confucianism has got a stable status, Taoism gradually rises, Buddhism advocates Tianzhu, discuss from difficulty gradually to harmony. The three thoughts are different, but the cores are the same, they all make people tend to kindness with slightly difference, but without affecting the whole. Chinese religion emphasizes benevolence, kindness, and harmony, which is widely divergent from Western religious thought of God’s destruction, or killing infidels. And this is also an important part of Chinese traditional culture. The family, social classes, group behavior, age groups, and how societies define decency and civility are interpreted differently within every culture
1.Family behavior varies across the world 2.Religious value systems differ across the world 3.Scl the Internet)influences ture and behavior nce the think zens eg the pem government c Section4.Culture's Social Institutions 1.Cultural Values 2.Rituals 3.Symbols 4 Beliefs 5.Thought Processes (三)思考与实践 1堂棍书上木音概令 Social institutions Cultural values Rituals sLinguistic distance Cultural sensitivity Cultural borrowing Cultural congruence Planned chang 2.完成本章书后练习题 What role doe es the marketer play as a change agent? (2)Discuss the three cultural ure Is pervasive in all ma changrmrketer can pursue. ng acti What is the importance of cultural empathy to foreign marketers?How do they acquire cultural empathy (5)Why should a foreign marketer be concerned with the study of culture? (6)"Members of a society borrow from other cultures to solve problems that they face in common."What does this mean?What is the significance to marketing? (7)"For the inexperienced marketer,the 'similar-but-different'aspect of culture creates an illusion of similarity that usually does not exist."Discuss and give examples. (8)Social institutions affect culture and marketing in a variety of ways.Discuss,giving examnles (9)"Markets are the result of the thre teraction of a marketer's efforts,economic conditions,and all other elements of the cultureComment. (10)What are som problems inforeig in?Discus (11) Defend proposition that a multin at nal corporation has no responsibility for the consequences of an innovation beyond the direct effects of the innovation,such as the product's safety.performance.and so forth. (四)教学方法与手段 1.教学方法：课堂讲授：课堂练习。 2.教学手段：多媒体教学
7 1. Family behavior varies across the world 2. Religious value systems differ across the world 3. School and education, and literacy rates 4. Media (magazines, TV, the Internet) influences culture and behavior 5. Government policies influence the thinking and behaviors citizens of adult citizens, e.g., the French government offers new “birth bonuses” of $800 given to women as an incentive to increase family size 6. Corporations influence culture via the products they market, e.g., MTV Section4. Culture’s Social Institutions 1. Cultural Values 2. Rituals 3. Symbols 4.Beliefs 5. Thought Processes （三）思考与实践 1. 掌握书上本章概念。 Social institutions Cultural values Rituals Linguistic distance Cultural sensitivity Cultural borrowing Cultural congruence Planned chang 2. 完成本章书后练习题。 （1） What role does the marketer play as a change agent? （2） Discuss the three cultural change strategies a foreign marketer can pursue. （3） “Culture is pervasive in all marketing activities.” Discuss. （4） What is the importance of cultural empathy to foreign marketers? How do they acquire cultural empathy? （5） Why should a foreign marketer be concerned with the study of culture? （6） “Members of a society borrow from other cultures to solve problems that they face in common.” What does this mean? What is the significance to marketing? （7） “For the inexperienced marketer, the ‘similar-but-different’ aspect of culture creates an illusion of similarity that usually does not exist.” Discuss and give examples. （8） Social institutions affect culture and marketing in a variety of ways. Discuss, giving examples. （9） “Markets are the result of the three-way interaction of a marketer’s efforts, economic conditions, and all other elements of the culture.” Comment. （10） What are some particularly troublesome problems caused by language in foreign marketing? Discuss. （11） Defend the proposition that a multinational corporation has no responsibility for the consequences of an innovation beyond the direct effects of the innovation, such as the product’s safety, performance, and so forth. （四）教学方法与手段 1. 教学方法：课堂讲授；课堂练习。 2. 教学手段：多媒体教学
Chapter 5 Culture,Management Style,and Business Systems (一)目的与要求 1.The necessity for adapting to cultural differences 2.How and why management styles vary around the world 3.The extent and implications of gender bias in other countries 4.The importance of cultural differences in business ethics 5.The differences between relationship-oriented and information-oriented cultures (二)教学内容 Section1.Adaptation Required adaptation;Degree of adaptation Section2.Cultural Imperatives,Electives and Exclusives Cultural imperatives:busines custo ms and expectations that must be met,conformed, accommodated rela onships are to as of behavior or t are no rved exclusively for the locals and from eris barred and must not participate Section3.Differences in Management Styles Around the World 1.Authority and Decision Making 2.Management Objectives and Aspirations 3.Differences in Communication Styles Exhibit 5. Wescagoundof Note:Pattered aftor E.T.Hall. Arabia Latin Americar Spanish taliar h(UK French North American(US Scandinavian German wis 4.Formality and Tempo 5.P-Time versus M-Time Section4.Gender Bias Section 5.Business Ethics
8 Chapter 5 Culture, Management Style, and Business Systems （一）目的与要求 1. The necessity for adapting to cultural differences 2. How and why management styles vary around the world 3. The extent and implications of gender bias in other countries 4. The importance of cultural differences in business ethics 5. The differences between relationship-oriented and information-oriented cultures （二）教学内容 Section1. Adaptation Required adaptation; Degree of adaptation Section2. Cultural Imperatives, Electives and Exclusives Cultural imperatives: business customs and expectations that must be met, conformed, recognized and accommodated if relationships are to be successful Cultural electives: areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not required Cultural exclusives: customs or behavior patterns reserved exclusively for the locals and from which the foreigner is barred and must not participate Section3. Differences in Management Styles Around the World 1. Authority and Decision Making 2. Management Objectives and Aspirations 3. Differences in Communication Styles 4. Formality and Tempo 5. P-Time versus M-Time 6. Negotiations Emphasis 7. Market Orientation Section4. Gender Bias Section 5. Business Ethics
(1)Utilitarian ethics (2)Rights of Does the h the parties (3)Justice or fairness 0oeaemogi8ec (三)思考与实践 1.掌握书上本章概念 mperative: Cultural exclusi ind that but equ oriented world e % with foreign businesses,the marketer must be particularly aware of the varying objectives and aspirations of management"Explain (4)Suggest ways in which persons might prepare themselves to handle unique business customs that may be encountered in a trin abroad (5)Business customs and national customs are closely interrelated.In which ways would one expect the two areas to coincide,and in which ways would they show differences?How could such areas of similarity and difference be identified? (6)Identify both local and foreign examples of cultural imperatives,electives,and exclusives. Be prepared to explain why each example fits into the category you have selected. (四)教学方法与手段 1.教学方法：课堂讲授：课堂练习。 2.教学手段：多媒体教学。 Chapter 6 The Political Environment:A Critical Concern (一)目的与要求 1.What the sovereignty of nations means and how it can affect the stability ofgovernment atvpes licalparties and trade disputes can affect the environment for marketing in foreign countries 3.The political risks of global business and the factors that affect stability 4.The importance of the political system to international marketing and its effect on foreign investments 9
9 （三）思考与实践 1．掌握书上本章概念。 Cultural imperative; Cultural elective; Cultural exclusive; Silent languages; Monochronic time (M-time); Polychronic time (P-time); Bribery; Lubrication; Subornation 2．完成本章书后练习题。 (1) “More than tolerance of an alien culture is required; there is a need for affirmative acceptance of the concept ‘different but equal.’” Elaborate. (2) “We should also bear in mind that in today’s business-oriented world economy, the cultures themselves are being significantly affected by business activities and business practices.” Comment. (3) “In dealing with foreign businesses, the marketer must be particularly aware of the varying objectives and aspirations of management.” Explain. (4) Suggest ways in which persons might prepare themselves to handle unique business customs that may be encountered in a trip abroad. (5) Business customs and national customs are closely interrelated. In which ways would one expect the two areas to coincide, and in which ways would they show differences? How could such areas of similarity and difference be identified? (6) Identify both local and foreign examples of cultural imperatives, electives, and exclusives. Be prepared to explain why each example fits into the category you have selected. （四）教学方法与手段 1．教学方法：课堂讲授；课堂练习。 2．教学手段：多媒体教学。 Chapter 6 The Political Environment: A Critical Concern （一）目的与要求 1. What the sovereignty of nations means and how it can affect the stability of government policies 2. How different governmental types, political parties, nationalism, targetedfear/animosity, and trade disputes can affect the environment for marketing in foreign countries 3. The political risks of global business and the factors that affect stability 4. The importance of the political system to international marketing and its effect on foreign investments (1) Utilitarian ethics Does the action optimize the “common good” or benefits of all constituencies? And, who are the pertinent constituencies? (2) Rights of the parties Does the action respect the rights of the individuals involved? (3) Justice or fairness Does the action respect the canons of justice or fairness to all parties involved?
5.The impact of political and social activists,violence,and terrorism on international business 6.How to assess and reduce the effect of political vulnerability 7.How and why governments encourage foreign investment (二)教学内容 Sectionl Sovereignty of Nations A sovereign state is independent and free from all external control. China and Singapore China and India Expansion:Socialist democracy with Chinese characteristics is being constantly improved e m ing ed fo 10s naem,h The p eople are exereising fully their right to be masters of the state.The building ofp democracy with Chinese characteristies is progressing with the times,exhibiting great vigor and vitality.The four self-confidence are the road confidence of socialism with Chinese characteristics,the theoretical self-confidence,the system self-confidence and the cultural self-confidence. on2.Stabi ent Policie mu a stable,friendl f th government olncering foreign businesses is the s Africa of prev The reasons for the instability of Governments and Policies: Expansion:REPORT ON THE WORK OF THE GOVERNMENT Second Session of the 13th National People's Congress of the People's Republic of China March 2019".We followed the general principle of pursuing progress while ensuring stability,and worked holistically to maintain stable growth,adva nce reform,make structural ad nents,improve ving standards,and guard agains trisks.We handled to ensure ent.and stable ex Some forms of government seem to be inherently unstable 1)Changes in political parties during elections can have major effects on trade conditions 2)Nationalism 3)Animosity targeted toward specific countries 4)India&Palestine;Turkey&Greece;Korea&North Korea, 5)Trade disputes 10
10 5. The impact of political and social activists, violence, and terrorism on international business 6. How to assess and reduce the effect of political vulnerability 7. How and why governments encourage foreign investment （二）教学内容 Section1 Sovereignty of Nations A sovereign state is independent and free from all external control. China and Singapore China and India Expansion：Socialist democracy with Chinese characteristics is being constantly improved and developed. Since China adopted the reform and opening-up policies at the end of the 1970s, while making efforts to steadily deepen the reform of its economic system, the country has unswervingly pushed forward reforms of its political system. China's democratic system has been continuously improved, and the forms of democracy are becoming more varied. The people are exercising fully their right to be masters of the state. The building of political democracy with Chinese characteristics is progressing with the times, exhibiting great vigor and vitality. The four self-confidence are the road confidence of socialism with Chinese characteristics, the theoretical self-confidence, the system self-confidence and the cultural self-confidence. Section2. Stability of Government Policies The ideal political climate for a multinational firm is a stable, friendly government. Unfortunately, governments are not always stable and friendly, nor do stable, friendly governments always remain so. At the top of the list of political issues concerning foreign businesses is the stability or instability of prevailing government policies. Africa The reasons for the instability of Governments and Policies: Expansion：REPORT ON THE WORK OF THE GOVERNMENT ----Second Session of the 13th National People’s Congress of the People’s Republic of China, March 2019 “. We followed the general principle of pursuing progress while ensuring stability, and worked holistically to maintain stable growth, advance reform, make structural adjustments, improve living standards, and guard against risks. We handled economic and trade frictions with the United States appropriately. We worked to ensure stable employment, a stable financial sector, stable foreign trade, stable foreign investment, stable domestic investment, and stable expectations.” Some forms of government seem to be inherently unstable 1)Changes in political parties during elections can have major effects on trade conditions 2)Nationalism 3)Animosity targeted toward specific countries 4)India&Palestine; Turkey&Greece; Korea&North Korea; 5)Trade disputes 1.Forms of Government 2. Political Parties 3. Nationalism