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 all2 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