国际市场营销学-第2版

前言 教学建议 **篇国际市场营销导论 第1章国际市场营销理论基础 11市场营销基本范畴 111市场营销 112市场营销理念 113市场营销组合理念的发展 12国际市场营销基本范畴 121跨国公司 122全球化 123新兴市场 124国际市场营销及其基本程序 125国际市场营销与国内市场营销 126国际市场营销与全球市场营销 127国际市场营销与国际贸易 13与国际市场营销相关的国际经济组织 131国际货币基金组织 132世界银行 133世界贸易组织 134亚洲及太平洋经济合作组织 135上海合作组织 136东南亚国家联盟 第二篇国际市场营销环境 第2章国际市场营销的政治环境与法律环境 21国际市场营销的政治环境 211国际市场营销的政治环境因素 212政治环境对国际市场营销的影响 213政治风险的预测及防范 22国际市场营销的法律环境 221国际市场营销的法律环境因素 222国际法律环境 223目标市场国的国内法律环境 224国际商事争端的解决方式 第3章国际市场营销的经济环境 31国际市场营销的全球经济环境 311世界经济局势 312全球经济体系 313市场发展阶段 314地区性经济组织 32目标市场国的经济环境因素 321人口数量及分布 322收入和购买力 323基础设施 324金融财政因素 325自然环境 第4章国际市场营销的文化与社会环境 41国际市场营销的文化环境 411文化的基础 412文化的含义 413文化的基本特征 414文化的要素 415文化的变迁 416各国的商业习惯 42国际市场营销的社会环境 421社会组织 422社会责任与伦理 第5章国际市场营销的科技环境 51技术对国际市场营销的影响 511技术对消费者需求的影响 512技术对交易方式的影响 513技术对企业战略的影响 514技术对企业营销决策的影响 52电子商务与国际市场营销 521互联网的商业应用 522电子商务对国际市场营销的影响 53科学技术的发展趋势 531信息技术将成为世界竞争的关键 532先进材料技术成为科学技术发展的突破口 533现代生物技术将成为革命性技术 534先进制造技术将是工业现代化的保障 535当代技术创新的强大功能 第6章中国市场及消费者分析 61中国市场及其营销特征 611中国市场的特征 612中国市场的营销特征 62中国市场的营销环境 621中国市场的人口环境 622中国市场的政治与法律环境 623中国市场的经济环境 624中国市场的社会文化环境 63中国市场的消费行为 64中国市场发展新趋势 641中国市场的网络营销 642中国市场的物流管理 643中国市场的高增长性 644中国市场营销新态势 第7章国际市场营销调研 71国际市场营销调研的基本概念及内容 711国际市场营销调研的概念 712国际市场营销调研的类型 713国际市场营销调研的内容 72国际市场营销调研的程序和方法 721国际营销调研的程序 722国际营销调研的方法 73国际营销信息系统 731国际市场营销信息的组成要素 732建立国际市场信息系统的步骤和原则 74国际市场营销调研的挑战 741文化的挑战 742抽样（取样）的挑战 743测量的挑战 744基础设施的挑战 745信息搜集的挑战 746法律的挑战 第三篇国际市场营销战略 第8章国际市场进入战略 81评估可选择性国外市场 811市场潜力 812竞争水平 813政治和法律环境 814社会文化影响 815成本、收益和风险 816选择进入模式 82出口战略 821出口形式 822出口中介 83契约式进入模式 831国际许可证 832国际特许经营 833其他契约式进入模式 84对外直接投资战略 841绿地投资战略 842收购战略 85国际战略联盟 851合资企业 852战略联盟的好处 853战略联盟的局限性 854成功联盟的基本准则 第9章国际市场细分战略 91国际市场细分 911国际市场细分的含义与意义 912国际市场宏观细分 913国际市场微观细分 914国际市场细分的步骤 92国际目标市场战略 921评估国际目标市场的标准 922影响国际目标市场选择的因素 923选择国际目标市场的策略 93国际市场定位 931国际市场定位的含义 932国际市场定位的因素分析 933国际市场定位的程序 934国际市场定位的战略 第四篇国际市场营销策略 第10章国际市场营销的产品策略 101产品及相关概念 1011产品 1012产品的构成 1013国际产品生命周期 102国际市场营销的产品决策 1021国际市场营销的产品组合决策 1022国际市场营销的单个产品决策 1023国际市场营销的新产品策略 103国际市场营销的品牌决策 1031品牌的概念 1032国际市场营销的品牌决策 104国际市场营销的产品包装策略 第11章国际市场营销的价格策略 111国际产品价格的构成 112影响国际定价的因素 113国际市场营销的定价方法 1131成本导向定价法 1132市场导向定价法 1133竞争导向定价法 114国际市场营销的定价策略 1141统一定价策略、多元定价策略与协调定价策略 1142撇脂定价策略与渗透定价策略 1143国际市场营销中的价格战 115国际定价中可能遇到的几个问题 1151倾销与反倾销 1152国际转移定价 1153平行进口 第12章国际市场营销的渠道策略 121国际营销渠道 1211国际营销渠道模式 1212国际营销渠道成员 122影响国际营销渠道选择的因素 123国际营销渠道决策 1231国际营销渠道的标准化与差异化决策 1232新建渠道与利用原有渠道的决策 1233国际营销渠道的长度决策 1234国际营销渠道的宽度决策 124电子商务 125国际物流 第13章国际市场营销的促销策略 131国际促销与整合营销 132国际公共关系 1321公共关系的含义 1322国际市场营销的公共关系策略 133国际广告 1331国际市场营销的广告策略 1332国际广告的创意制作 1333国际广告的媒体选择 1334影响国际广告策略的因素 134其他销售手段 1341人员推销 1342直复营销 1343销售促进 参考文献 推荐阅读 Preface Suggestion Part IIntroduction Chapter 1International Marketing Fundamentals 11The Concepts of Marketing 111Marketing 112Marketing Philosophy 113The Development of Marketing Mix 12The Concepts of International Marketing 121Multinational Corporations 122Globalization 123Emerging Markets 124International Marketing Process 125International Marketing and Domestic Marketing 126International Marketing and Global Marketing 127International Marketing and International Trade 13Related International Economic Organizations 131The International Monetary Fund,IMF 132The World Bank,WB 133The World Trade Organization ,WTO 134The AsiaPacific Economic Cooperation,APEC 135The Shanghai Cooperation Organization,SCO 136The Association of Southeast Asian Nations,ASEAN Part IIInternational Marketing Environment Chapter 2International Political and Legal Environments 21Political Environment of International Marketing 211Political Environment Factors Influencing International Marketing 212Influence of Political Environment on International Marketing 213Forecasting and Reducing Political Risks 22Legal Environment of International Marketing 221Legal Environment Factors Influencing International Marketing 222International Legal Environment 223Domestic Legal Environment 224Settlement of International Disputes Chapter 3International Economic Environment 31The Economic Environment of The World 311Global Economic Environment 312Economic Systems of the World 313Stages of Market Development 314Regional Economic Organizations 32Economic Environment of Individual Country 321Distribution and Number of Population 322Income and Purchasing Power 323Infrastructure 324Financial Factors 325Natural Environment Chapter 4International Social and Cultural Environments 41Culture Environment of International Marketing 411The Source of Culture 412The Meaning of Culture 413The Fundamental Characteristics of Culture 414The Elements of Culture 415The Change of Culture 416Commercial Customs of Different Countries 42Social Environment of International Marketing 421Social Organization 422Social Obligation and Ethic Chapter 5International Science and Technology Environment 51Technological Influences on International Marketing 511Technological Influences on Customer Needs 512Technological Influences on Transaction Modes 513Technological Influences on Competition Strategy 514Technological Influences on Marketing Decisions 52Electronic Commerce and International Marketing 521The Applications of Internet in Business 522Impact of Electronic Commerce on International Marketing 53The Trends of Science and Technology 531Information Technology Will Be The Key Determinant in The World Competition 532Advanced Materials Technology as The Breakthrough to The Development of Science and Technology 533Modern Biological Technology Will Become The Revolutionary Technology 534Advanced Manufacturing Technology Will Be Guarantee of Industrial Modernization 535Contemporary Technical Innovation Has Powerful Function Chapter 6Analysis of Chinese Market and Consumers 61The Characteristics of Chinese Market and Marketing 611The Characteristics of Chinese Market 612The Characteristics of Marketing of China 62The Marketing Environment of Chinese Market 621The Population Environment of Chinese Market 622The Political and Legal Environments of Chinese Market 623The Economic Environment of Chinese Market 624The Socialcultural Environment of Chinese Market 63The Consumer Behavior of Chinese Market 64The New Trend of Development of Chinese Market 641The Online Marketing of Chinese Market 642The Logistic Management of Chinese Market 643The High Increase of Chinese Market 644The New Marketing Trend of Chinese Market Chapter 7International Marketing Research 71The Basic Concepts and Contents of International Marketing Research 711The Concepts of International Marketing Research 712The Types of International Marketing Research 713The Contents of International Marketing Research 72The Procedure and Methods of International Marketing Research 721The Procedure of International Marketing Research 722The Methods of International Marketing Research 73International Marketing Information System 731The Main Factors of International Marketing Information 732The Steps and Principles of Setting The International Marketing Information System 74International Marketing Research Challenges 741Cultural Challenges 742Sampling Challenges 743Measurement Challenges 744Infrastructure Challenges 745Data Collection Challenges 746Legal Challenges Part IIIInternational Marketing Strategies Chapter 8Strategies for Entering International Markets 81Assessing Alternative Foreign Markets 811Market Potential 812Levels of Competition 813Political and Legal Environment 814Sociocultural Influences 815Costs,Benefits and Risks 816Choosing a Mode of Entry 82Exporting to Foreign Markets 821Forms of Exporting 822Export Intermediaries 83The Contractual Entry Modes 831International Licensing 832International Franchising 833Other Contractual Entry Modes 84Foreign Direct Investment,FDI 841The Greenfield Strategy 842The Acquisition Strategy 85International Strategic Alliances 851Joint Venture 852Benefits of Strategic Alliances 853Problems in Strategic Alliances 854Rules for Completing Successful Alliances Chapter 9Strategies for International Marketing Segmentation 91International Market Segmentation 911Definition and Significance of International Market Segmentation 912International Market Segmentation Macroscopically 913International Market Segmentation Microscopically 914Steps of International Market Segmentation 92Strategy of International Target Market 921Standard for International Target Market Appraisal 922Factors Influencing International Target Market Choices 923Strategy of Choosing International Target Market 93International Market Positioning 931Implication of International Target Market 932Analysis of International Market Positioning 933Process of International Market Positioning 934Strategy of International Market Positioning Part IVInternational Marketing Mix Chapter 10International Product Strategy 101Product and Related Concepts 1011Product 1012Product Components 1013International Product Life Cycle 102International Product Decisions 1021International Product Mix Decisions 1022Individual Product Decisions 1023International New Product Strategy 103International Branding Strategy 1031Concepts of Brand 1032Brand Decisions 104International Packing Strategy Chapter 11International Pricing Strategy 111The Composition of International Price 112The Elements Influencing International Pricing 113The Approaches to International Pricing 1131CostOriented Pricing 1132MarketOriented Pricing 1133CompetitionOriented Pricing 114International Pricing Strategy 1141Extension Pricing Strategy,Adaptation Pricing Strategy and Invention Pricing Strategy 1142Skimming Pricing Strategy and Penetration Pricing Strategy 1143The Pricing War in International Marketing 115Some Problems Related to International Pricing Strategy 1151Dumping and AntiDumping 1152International Transfer Pricing Strategy 1153Parallel Imports Chapter 12International Place Strategy 121International Distribution Channels 1211The Patterns of International Distribution Channels 1212The Members of International Distribution Channels 122Factors Influencing Channels Choices 123International Distribution Channels Decisions 1231Standard Distribution Channel and Adapted Distribution Channel 1232Establishing Channels or Working with Channels Intermediaries 1233The Length of Distribution Channel 1234The Width of Distribution Channel 124Electronic Commerce 125International Logistics Chapter 13International Promotion Strategy 131International Promotion and IMC 132International Public Relations 1321The Concept of Public Relations 1322Strategies in International Public Relations 133International Advertising 1331International Advertising Strategy 1332International Advertising Design 1333Media Alternatives 1334Factors Influencing International Advertising 134Other Promotion Activities 1341Personal Selling 1342Direct Marketing 1343Sales Promotion