(一)目的与要求 1.To understand the objectives and usefulness of global market segmentation 2.To know the approaches to global market segmentation using different segmentation criteria to define target groups 3.To learn different ways of positioning products in global markets (二)教学内容 1.Global Market Segmentation:criteria:geographic,demographic,psychographic behavior,and benefit segmentation 2.Global Targeting 3.Selecting a Global Target Market Strategy 4.Global Product Positioning 5.High-Tech or High-Touch Positioning (三)思政元素 1.China's International Society Positioning:peaceful rising 2.Reversing China's brand image in the intemational market (四)思考与实践 1.What is a global market segment?Pick a market that you know something about and describe the global segments for this market. 2.Identify the major geographic and demographic segments in global markets (五)教学方法与手段 Teaching and seminar,case study Chapter8 Entry and Expansion Strategy (一)目的与要求 1.Compare and contrast export selling and export marketing. 2.Identify the stages a company goes through,and the problems it is likely to encounter,as it gains experience as an exporter. 3.Describe the various national policies that pertain to exports and imports 88 （一）目的与要求 1. To understand the objectives and usefulness of global market segmentation 2. To know the approaches to global market segmentation using different segmentation criteria to define target groups 3. To learn different ways of positioning products in global markets （二）教学内容 1. Global Market Segmentation: criteria: geographic, demographic, psychographic, behavior, and benefit segmentation 2. Global Targeting 3. Selecting a Global Target Market Strategy 4. Global Product Positioning 5. High-Tech or High-Touch Positioning （三）思政元素 1. China’s International Society Positioning: peaceful rising 2.Reversing China’s brand image in the international market （四）思考与实践 1. What is a global market segment? Pick a market that you know something about and describe the global segments for this market. 2. Identify the major geographic and demographic segments in global markets. （五）教学方法与手段 Teaching and seminar, case study Chapter 8 Entry and Expansion Strategy （一）目的与要求 1. Compare and contrast export selling and export marketing. 2. Identify the stages a company goes through, and the problems it is likely to encounter, as it gains experience as an exporter. 3. Describe the various national policies that pertain to exports and imports