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Chapter 1 Introduction 1

Part Ⅰ What Is International Marketing? 1

Part Ⅱ 4

Passage 1 Challenges in International Marketing 4

Passage 2 Localization 6

Background Information Smart Globalization 7

BBS 11

Chapter 2 International Marketing and Multinational Corporations 12

Part Ⅰ Multinational Corporation 12

Part Ⅱ 14

Passage 1 The Growth of International Marketing 14

Passage 2 Global Village 15

Background Information The Place to Be 16

BBS 18

Chapter 3 International Marketing Environment Analysis 19

Part Ⅰ International Marketing Environment 20

Part Ⅱ 25

Passage 1 Website Loses Legal Fight Over MP3 Download 25

Passage 2 Keeping Companies Honest 26

Background Information How to Research the Marketing Environment 28

BBS 29

Chapter 4 International Market Research 32

Part Ⅰ Why International Market Research 32

Part Ⅱ 34

Passage 1 How to Design Questionnaire 34

Passage 2 Do Online Surveys Get More Extreme Answers? 38

Background Information Types of Market Reports 39

BBS 41

Chapter 5 Product Strategy in International Marketing 42

Part Ⅰ Product and Product Strategy 42

Part Ⅱ 51

Passage 1 Crossover Is the Future of Car Design 51

Passage 2 Home Appliances Producer:Electrolux 53

Background Information Case—Product Strategy of Bull 54

BBS 57

Chapter 6 Distribution 58

Part Ⅰ Distribution:Channels,Tactics and Its International Variations 58

Part Ⅱ 65

Passage 1 Case Study:Remedy for Japan Distribution Problem 65

Passage 2 An Introduction to SCM(Supply Chain Management) 66

Background Information The 10 Commandments of Networking 68

BBS 71

Chapter 7 Pricing Strategy in International Marketing 72

Part Ⅰ Pricing Concepts and Strategies 72

Part Ⅱ 82

Passage 1 Dumping a Heavy Cost on Wood 82

Passage 2 Overseas TV Brands Join Pricing War 83

Background Information Pricing for Profit 85

BBS 87

Chapter 8 Promotion Strategy 89

Part Ⅰ Promotion Applied in International Marketplace 89

Part Ⅱ 97

Passage 1 Pull and Push in Marketing 97

Passage 2 How to Do Export Promotion? 98

Background Information Great Gift Marketing Ideas 99

BBS 102

Chapter 9 Internet Marketing 103

Part Ⅰ Internet and Marketing Strategy 103

Part Ⅱ 106

Passage 1 Internet's Impact on the Marketing Mix 106

Passage 2 Privacy and Security Issues for Online Commerce 107

Background Information International Online Business:Think Globally,Act Locally 109

BBS 111

Chapter 10 Cross-cultural Communication and International Marketing 113

Part Ⅰ Cultural Differences Among Different Nations 113

Part Ⅱ 121

Passage 1 Lenovo's in an Olympic Mood Now 121

Passage 2 Names Have Coffee Chain Steamed Up 122

Background Information Global Marketing Gaffes 123

BBS 125

Chapter 11 Marketing and Social Responsibility 127

Part Ⅰ Social Responsibility and Ethics in Marketing 128

Part Ⅱ 133

Passage 1 CSR Case:Starbucks Coffee Co 133

Passage 2 An Introduction to Green Marketing 134

Background Information Mind Your Business 137

BBS 140

Chapter 12 Career in Marketing 141

Part Ⅰ Career in Marketing 141

Part Ⅱ 146

Passage 1 Marketing Yourself 146

Passage 2 Paving the Way for New Staff Members 147

Background Information Career in Marketing—We Will Train 148

附录 部分练习参考答案 150

参考书目 166