國(guó)際市場(chǎng)營(yíng)銷

前言

　　隨著經(jīng)濟(jì)的全球化和中國(guó)加入WTO，中國(guó)越來(lái)越走向國(guó)際化。越來(lái)越多的中國(guó)企業(yè)走出國(guó)門，從事國(guó)際貿(mào)易，到海外進(jìn)行直接投資；越來(lái)越多的外資企業(yè)也來(lái)中國(guó)投資設(shè)廠。在這種經(jīng)濟(jì)全球化的背景下，培養(yǎng)能用外語(yǔ)從事國(guó)際商務(wù)的人才是高?？滩蝗菥彽娜蝿?wù)。雙語(yǔ)教學(xué)因此在許多高校悄然興起?？墒歉鱾€(gè)本、?？萍案叩嚷殬I(yè)院校都面臨缺乏適合本、?？茖哟渭斑m應(yīng)中國(guó)國(guó)情的英文版商務(wù)教材。本教材的面世正好填補(bǔ)了國(guó)內(nèi)適合本、?？萍案呗毟邔W(xué)生使用的英文版市場(chǎng)營(yíng)銷教材的空白?！　”窘滩牡木帉懯怯蓮V東省教育廳牽頭，與英國(guó)文化委員會(huì)合作開(kāi)發(fā)而成，是廣東省高校實(shí)施的中英合作項(xiàng)目——新世紀(jì)廣東省高等教育教學(xué)改革工作項(xiàng)目的成果之一。該教材因?yàn)橐M(jìn)了英國(guó)國(guó)家職業(yè)資格證書體系（NVQ）的先進(jìn)理念，結(jié)合了中國(guó)社會(huì)與職業(yè)的實(shí)際需要，所以是一本充分體現(xiàn)中國(guó)特色、中國(guó)風(fēng)格的優(yōu)秀教材。它以全新的體例開(kāi)創(chuàng)了我國(guó)高職商務(wù)英語(yǔ)專業(yè)教材編寫的先河，首次創(chuàng)建了評(píng)估與教學(xué)融為一體的教學(xué)模式，史無(wú)前例地將評(píng)估作為核心貫穿著整個(gè)以學(xué)生為中心的教學(xué)過(guò)程并將傳統(tǒng)的與現(xiàn)代的評(píng)估進(jìn)行有機(jī)的整合從而形成了適合國(guó)內(nèi)商務(wù)英語(yǔ)專業(yè)課程，符合當(dāng)前高職高專教育實(shí)際的有特色的評(píng)估標(biāo)準(zhǔn)和明確的評(píng)估體系。　　本教材具有以下特點(diǎn)：　　1．按照英國(guó)NVQ教學(xué)理念進(jìn)行編寫。體現(xiàn)“以學(xué)生為中心”，注重過(guò)程評(píng)估；　　2．按照教學(xué)流程進(jìn)行編寫。本教材提供了教學(xué)大綱，報(bào)告模板，專業(yè)術(shù)語(yǔ)解釋，每章提供教學(xué)目的，中間穿插各種問(wèn)題、活動(dòng)、任務(wù)和小案例等，章節(jié)后提供項(xiàng)目練習(xí)和評(píng)估標(biāo)準(zhǔn)，既適用于教師教學(xué)，又適合學(xué)生自學(xué)。

內(nèi)容概要

　　《國(guó)際市場(chǎng)營(yíng)銷》通過(guò)過(guò)程評(píng)估及考試方式改革的全新做法，可實(shí)現(xiàn)學(xué)生自學(xué)能力、分析問(wèn)題、信息搜尋、團(tuán)腿合作、口頭報(bào)告、商務(wù)報(bào)告撰寫諸多能力的培養(yǎng)，而摒棄傳統(tǒng)教學(xué)中死記硬背商務(wù)概念和理論的做法。該書的出版正好填補(bǔ)了國(guó)內(nèi)適合本、?？萍案呗毟邔W(xué)生使用的英文版市場(chǎng)營(yíng)銷教材的空白。

書籍目錄

Chapter One Introduction to MarketingChapter Two The Marketing EnvironmentChapter Three Marketing MixChapter Four Consumer Buying BehaviorChapter Five Market Information and Marketing ResearchChapter Six Market Segmentation and PositioningChapter Seven International Market EntryChapter Eight Service MarketingChapter Nine Green MarketingChapter Ten Marketing Communications MixChapter Eleven Marketing Plan，Control and AuditChapter Twelve Sun Tze’S Art of Warfare and MarketingAppendix Ⅰ SyllabusAppendix Ⅱ Model ReportAppendix Ⅲ Mini Dictionary of MarketingBibliography

章節(jié)摘錄

　　1.1.2Demand States and Marketing Tasks　　Negative demand　　This means customers do not like some products or service in the market.For example, some customers do not take plane for fear of risks, or dare notbuy clothes made of fiber, for they think the fiber contains something that willdo harm to their health. The task of management is to find out why customersdont like these products, and to carry out more active sales promotion to thetargeted customers by redesigning the products, lowering the prices, or to try tochange the customers beliefs on the products and service, such as eliciting thelow possibility of accidents in plane journeys and unharmlessness of fiberclothing to health. More positive promotion can change peoples beliefs andattitudes.　　No demand　　This means the customers in a target market have no interest in or nevercare for the product. For example, people in some African countries have thecustom of walking barefoot, needing no shoes. What the marketers should do isto create demands, to combine the benefit of the products with peoples naturaldemands and interest through effective promotion.

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