国际营销培训生英语

表职业的单词很多，如doctor 医生，teacher 教师，worker 工人，farmer 农民，artist 画家，scientist 科学家,dentist 牙医，office worker 办公室职员

课程名称：国际市场营销学 （英语）课程代码：3273第一部分 课程性质与设置目的一、 课程性质与特点国际市场营销学是为高等教育自学考试商务英语（本科）以及相关专业学生所开设的专业课程之一。 国际市场营销学是一门理论联系实际且应用性较强的课程。本课程采用英语教材，通过多媒体手段进行教学，辅助以案例教学（Power Point, Video cases, etc）。学好国际市场营销学要求学生有足够的经贸基础知识准备和较高的专业英语水平。本课程旨在培养本专业学生掌握国际市场营销领域中的相关重要理论知识、概念和国际惯例，以便使学生在将来的国际经贸活动中具有必备的国际市场营销方面的知识和技能，更好地与国际接轨。二、 课程设置的目的和要求本课程设置的目的是培养学生牢固掌握国际市场营销领域中的基本概念、相关重要理论、基本原理和国际通行的惯例，从而使学生在将来的国际营销和国际经贸活动中具有必备的国际市场营销理论知识和技能，做到学以致用，更好地与国际接轨。三、 与本科其他专业课程的关系《国际市场营销学》是商务英语、市场营销等专业大学本科学生高年级的必修课程，它与本专业的许多其他课程有着密切的关系。《市场营销》、《微观经济学》、《宏观经济学》、《国际贸易》和《市场调研与预测》是本课程的基础。要学好《国际市场营销学》还要求学生有较高的专业英语水平。第二部分 课程内容与考核目标Chapter 1 Scope of international marketing strategy一、学习目的与要求 (Learning Objectives and Requirements) 本章是对国际市场营销战略的概括介绍。通过本章学习，帮助学生了解国际市场营销的概念，进入国际市场的战略方法，以及影响国际营销的环境因素等，从而形成对国际市场营销的基本认识。二、考核知识点与考核目标1. Strategic approaches to international markets (一般)2. International marketing strategy (重点)识记：Definition of international marketing理解：Generic international marketing strategies3. Standardization or customization (次重点)识记：Definition of standardization and customization理解：Implications of standardizing strategy Strategic differentiation in the international firm4. International marketing environment （次重点） 识记：International marketing environment General objectives and targets a company may set 理解：Reasons for international market fragmentation5. Understanding international marketing : a frame work (一般)一、学习目的与要求 (Learning Objectives and Requirements)本章介绍了一些与国际市场营销有关的理论。通过本章的学习帮助学生了解全球经济中国际营销的进程，以及如何通过建立适当的管理框架来实现国际市场营销决策。二、考核知识点与考核目标1. Theory and practice of international marketing (一般) 2. Managerial theory of international marketing （重点）识记：Major participant groups in international marketing system理解：Orientation of the company in the business system A framework for international marketing3. Trade and transaction costs（次重点）理解：Absolute advantage and the international firmComparative advantage and the international firm4. Nature of the international firm (一般)Chapter 3 Company resources and capabilities一、学习目的与要求 (Learning Objectives and Requirements)本章主要介绍对公司的资源审核以及自我评估方面的知识。通过本章的学习，学生应当能够描述进行国际营销的公司所具备的特征，了解公司在国际市场上进行营销所应采取的规模、经营范围、技术水平及产品范围等方面的知识。二、考核知识点与考核目标1. Characteristics of the international firm(重点)识记：Access to resources 理解：Size of the firm in international markets Location of the firm Technology and innovation Product range in the firm2. Management of the international firm(次重点)理解：Key factors for successful management of the international firms 3. Company resources in the business system(一般)理解：Managing costs and prices in international markets Product-market and business system resource allocation Resource allocation in international markets一、学习目的与要求 (Learning Objectives and Requirements) 本章阐述了国际营销所必然面临的竞争问题。通过本章的学习，要求学生掌握公司如何参与国际市场竞争，如何分析国际市场竞争环境，以及公司应如何发展自身的竞争优势等方面的知识。二、考核知识点与考核目标1. Meaning of international competition(重点)识记：Competitiveness理解：Competitor orientation in international markets应用：Establishing competitive positions in international markets理解：Determinants of competitiveness in international markets Measuring competitiveness in the firm2. Understanding competitors in international markets（次重点） 理解：Competitor objectives, future goals and assumptions Review of competitor strategies Competitor organization and corporate culture Evaluating competitive strengths 识记；Motives associated with unique capabilitiesChapter 5 Culture, values and technology一、学习目的与要求 (Learning Objectives and Requirements)本章介绍了文化因素，价值观及技术在国际营销中的重要作用。通过本章学习帮助学生了解文化的主要特征及组成要素，了解宗教、价值观在不同国家的影响，以及不同的社会结构对国际化的影响。二、考核知识点与考核目标1. Influence of culture in international marketing (次重点)识记：Definition of culture2. Cultural determinants of marketing behavior in the international firm （重点）识记：The cultural environment理解：Behavioral attributes Role of human values and attitudes Demographic factors应用：Characteristics of culture理解：Special position of languages Material culture and the international firm3. Analysis of culture influence （一般） 理解：Influences within cultures Context of cross-cultural relationships Influences among cultures Influence of culture on consumer behavior Chapter 6 Political economy and created advantage一、学习目的与要求 (Learning Objectives and Requirements)通过本章学习帮助学生了解市场一体化及全球贸易的重要意义，正确评价世界贸易组织对市场及国际贸易发展所做出的贡献，并且了解一些主要的区域贸易联盟。二、考核知识点与考核目标1. Impact of market integration（次重点）理解：Influence on the international firm Concept of free trade Developments in industrial markets Position of developing countries2. Challenge of open markets (一般) 理解：Two major factors in the international marketing environment Created assets in international markets3. Comparative advantage and competitive advantage (重点) 识记：Competitiveness Distinction between comparative advantage and competitive advantage 理解：Country and company competitiveness Labor productivity and wealth4. Phenomenon of emerging markets (一般)5. Industrial and commercial policy （次重点）理解：Creating competitive advantage in integrated markets Invisible hand or direct intervention Dynamic comparative advantageChapter 7 Public policy risk and regulation一、学习目的与要求 (Learning Objectives and Requirements)本章介绍了进行国际经营的公司所面临的政治环境风险。通过本章的学习，帮助学生了解政治的不稳定性对国际竞争的影响，了解政府条例对国际商务的影响及如何应对等方面的知识。二、考核知识点与考核目标1. Public policy environment of international marketing (重点)识记：Role of government 理解：Risk and uncertainty in international markets 应用：Common political risks 理解：Analysis of political environment 2. Regulating international transfers （次重点） 理解：Regulating transfers of products and services Regulating money transfers Regulating people transfers Regulating technology transfers Importance of exchange rate stability 识记：Functions of the World Trade Organization3. International legal framework （一般） 理解：Product quality standards Major world legal systems Legal aspects of marketing claimsPART III STRATEGIC CHALLENGE OF IM ENTRYChapter 13 Market entry – exporting一、学习目的与要求 (Learning Objectives and Requirements)出口是进入国外市场最便捷的方式。通过本章学习，学生应了解出口的性质及影响公司做出出口决策的因素，并掌握如何对与出口相关的费用做出正确评价。二、 考核知识点与考核目标 1. Nature of exporting （重点）识记：Reasons for export Exporting and commitment to internationalization2. Determinants of export behavior（一般）理解：Experience and uncertainty effects Acquiring knowledge of export markets3. Export decision process（一般）理解：Behavioral and firm-specific influences4. Model of the export decision process（次重点）应用：Factors influence export commitment理解：Size of firm and exporting activity Export marketing groups 6. Cost and competitiveness of exporting （一般）理解：Cost factors of exportingChapter 14 Market entry – strategic alliances一、学习目的和要求 (Learning Objectives and Requirements)战略联盟（同盟）是公司进入国际市场进行竞争的手段之一。通过本章学习，学生应了解战略联盟的性质，各种可供选择的联盟方式，以及使用该手段的优缺点等方面的知识。二、考核知识点与考核目标1. Nature of strategic alliances （次重点）理解：Nature of strategic alliances Basis for a strategic alliance2. Marketing partnership agreements（一般）3. Licensing to enter international markets （重点）识记：Licensing理解：Benefits of licensing Impact of licensing on cash flow Prerequisites of successful licensing 4. Franchising to enter international markets （重点）识记：Franchising 理解：Nature of franchising Attraction of franchising as mode of entry5. Joint ventures to enter international markets （重点）识记：Definition of joint ventureBenefits of international joint ventures理解：Access to resources and markets Joint venture and host country policies Stability of international joint ventures Conditions for joint venture success6. Selecting a partner for a strategic alliance （一般）理解：Assessing potential partners in an international joint venture7. Evaluation of strategic alliances （一般）一、学习目的与要求 (Learning Objectives and Requirements) 本章继续介绍进入国际市场的其它途径，如收购和直接投资。通过本章学习，学生应深入理解通过收购和直接投资进入国际市场的动机、具体操作办法及其对这两种途径的评估。二、考核知识点与考核目标1. Obtaining locational advantage （一般）2. Acquisition （重点）识记：Advantages and disadvantages of acquisition理解：Nature of foreign acquisitions Public policy and cross-border acquisition3. Foreign direct investment （重点）识记：Definition of foreign direct investment Determinants of foreign direct investment location理解：Three sets of criteria in making a location decision4. Motives for foreign direct investment （次重点）识记：Reasons for foreign direct investment理解：Managerial motives for foreign direct investment Operating efficiency and risk reduction Market development and government policy5. Evaluation of new foreign ventures and acquisitions （一般） 应用：Comparison of acquisitions and new ventures 理解：Management view of foreign direct investmentChapter 16 Market entry – a strategic approach一、学习目的与要求 (Learning Objectives and Requirements) 通过本章学习，将深入理解、掌握进入国际市场的战略途径，影响国际市场进入决策的因素，以及具体做法等方面的知识。二、考核知识点与考核目标1. Dynamics of international market entry（一般）2. International market entry – concept and modes （次重点） 理解：Appropriate market entry mode Choosing the entry mode3. Framework for international market entry （重点） 识记：Market concentration and market diversification 理解：Market entry strategy and competition Linking market strategy, complexity and entry4. Selecting mode of international market entry（一般） 理解：Entering new international product-market Choosing an entry mode for services5. Sequencing international market entry（一般）

你说我最好离开这儿 在这恐惧的海洋里 我就像海岸线一般枯萎你说我无法生存下去 直到一切都化为乌有 我们才能再次四目相逢 日复一日 我在这些殿堂里游荡 你就像一个想要摆脱我 却又在我身旁每一面墙上跳跃不断的阴影尽管你的声音一直萦绕在我耳边但那一刻起我就知道你要离开我的身边了你要离开我了你要离开我了你要离开我了这一切无非是付出与回报这一切都会在时间中守候这些紧紧缠绕着的回忆我无法解开这些脆弱的话语从我的口中落下我被扭曲，紧紧地挤压着但我终于读懂你了我终于读懂你了我终于读懂你了我终于读懂你了海岸线呼唤着那片海它用它简单的话语陪伴着海而那些话语一直会持续下去直到它们分开直到一切幻灭我潜入了那深谧的海洋里潜入那已渗入我灵魂的海水去寻找另一首歌去寻找那个我该归属的地方……

So you say I'm better off here 所以你说，我最好离开这里As dry as the shoreline 就像恐惧之洋的海岸线In an ocean of fear 干涸了So you say I can't be alive 所以你说 我不可能存活Until there is nothing 直至一无所有When we're meeting eyes again 当我们的眼神再次交汇 Day by day, I wander these halls 日复一日，我徘徊在这些殿堂And you're casting a shadow 而你的影子投射在Onto every wall 每一面墙上But all the way you ring in my ear 但从我知道你将把我留在这里起From the moment I knew you were leaving me here 你的声音一直回响在我的耳边You're leaving me here 你将把我留在这里You're leaving me here 你将把我留在这里You're leaving me here 你将把我留在这里This give and take 这种互相迁就This waiting on time 这种准时的等候It's this twisted up memory that I can't unwind 正是这个扭曲了我难以忘却的记忆These fragile words that fall from my mouth 我嘴里说出无力的言语I'm crumbling and crowded 我要崩溃了，我被占满了But I've figured you out 但是我已经摸透了你I've figured you out 我已经摸透了你I've figured you out 我已经摸透了你I've figured you out 我已经摸透了你The shoreline calls the sea 海岸线只需要大海 For simple words and company 简单的言语和陪伴But words go on and on 但是话语不断Til they collide and all is gone 直至他们冲突，一切都已成往事I dive into the deep 我深深地潜入海水中Into the sea inside of me 那是我内心的海洋To find another song 去找寻另一首歌To find a place where I belong 去找寻一个属于我的地方The shoreline calls the sea 海岸线只需要大海 For simple words and company 简单的言语和陪伴 But words go on and on 但是话语不断 Til they collide and all is gone 直至他们冲突，一切都已成往事 I dive into the deep 我深深地潜入海水中 Into the sea inside of me 那是我内心的海洋 To find another song 去找寻另一首歌 To find a place where I belong 去找寻那个属于我的地方I dive into the deep 我深深地潜入海水中 Into the sea inside of me 那是我内心的海洋To find another song 去找寻另一首歌 To find a place where I belong 去找寻一个属于我的地方

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