国际市场营销期中课程报告.doc

2013~2014第一学期 《》课程Chapter one Chapter one is summarize of International Marketing. In this chapter we have a knowledge of the definition of the marketing .Only on the premise of knowing what is it, can we have learn it well. Firstly, we have a preliminary knowledge of the concept of marketing .We know the marketing is more than just buying and trading , it’s a behavior of art .It also tell us the difference between marketing and sales .In fact , sales is just a part of marketing. Complete marketing includes knowing customers needs and wants, RD, engineering, manufacturing and customer value. That’s process of marketing. Learning a foreign knowledge is to use it . We have learned the marketing functions including contact, merchandising, pricing, promotion, distribution and human resources. There no doubt that marketing can play a role in these aspects, and in my opinion , the most important function is merchandising .Because only finish merchandising , the value of the product can be realized. But to be honest ,international marketing have many differences between normal and domestic. We must change our mind to face more intense competition. Some pressure from the different environment, different applications of marketing principles, concepts and techniques, the “special relationship” between enterprise and governments. Especially the factor we named “special relationship” or “huilu ” has subtle impact on marketing. So if a company of China such as Hair wants to have global indifference , it must get rid of the bad habit .Of course, only according to the steps to do to be successful. Developing the market , especially international market must have a brilliant plan and detailed steps, otherwise we will come to nothing. Chapter two In this chapter we learn 3 basic theories of international trade : the theory of comparative advantage ,trade or product trade cycle and business orientation The first theory : comparative advantage tell us how to effectively allocat