Учебное пособие содержит комплексный набор теоретического материала и практических заданий, развивающих навыки принятия эффективных управленческих решений при работе на международных рынках. Включает методические рекомендации по выполнению предложенных заданий, контрольные и тестовые вопросы по отдельным разделам дисциплины «Международный маркетинг (на английском языке)», предусмотренные рабочей программой (направление подготовки 38.03.06 «Торговое дело»), реализуемой в ИПМЭиТ СПбПУ. Учебное пособие предназначено для преподавателей, студентов и слушателей послевузовского образования по направлению подготовки «Торговое дело» и рекомендуется к использованию в процессе проведения практических занятий и семинаров по дисциплине «Международный маркетинг (на английском языке)».

The tutorial contains a comprehensive set of theoretical material and practical tasks that develop the skills of making effective management decisions when working in international markets. It includes methodological recommendations for the implementation of the proposed tasks, control and test questions for individual sections of the subject “International Marketing (in English)”, provided for by the academic course working program (training area 38.03.06 “Trade”), implemented at Institute of Industrial Management, Economics and Trade, SPbPU. The tutorial is intended for teachers, students and graduate students in the field of study “Trade”. It is recommended for practical classes and seminars in the subject “International Marketing” (in English).

• Оглавление
• ВВЕДЕНИЕ
• 1.THE ESSENSE OF INTERNATIONAL MARKETING
• 1.1 International Marketing: What Is It?
• 1.2 What are the key trends in modern international marketing?
• 1.3 Discussion and Practice
• 1.4 Comprehension check - Test
• 2. INTERNATIONAL MARKETING STRATEGIES AND MODELS
• 2.1 Forces for international coordination and integration
• 2.2 Forces for market responsiveness
• 2.3 Glocalization strategy
• 2.4 The ESG marketing model
• 2.5 Discussion and Practice
• 2.6 - Comprehension check - Test
• 3. DECIDING WHICH MARKET TO ENTER
• 3.1 Identifying the suitable markets to enter
• 3.2 Screening of segments to narrow down the choice
• 3.3 A thorough step-by-step analysis
• 3.4 Market research
• 3.5 International market selection: 3 key points
• 3.6 Market expansion strategy
• 3.7 Discussion and Practice
• Task 3.7.1
• Task 3.7.2
• Task 3.7.3
• Task 3.7.4
• 3.8 Comprehension check – Test
• 4. HOW TO ENTER A FOREIGN MARKET
• 4.1 Choosing the best possible option
• 4.2 Exporting
• 4.3 Licensing and Franchising
• 4.4 Contract Manufacturing and Outsourcing
• 4.5 Partnerships and Strategic Alliances
• 4.6 Foreign Direct Investment
• 4.7 Criteria of Entry Mode Choice
• 4.8 Building Long-Term Relationships
• 4.9 Discussion and Practice
• Task 4.9.1 Is this logo familiar to you?
• Task 4.9.2 Please study the background of IKEA and do the task
• Task 4.9.3 – At Home
• 4.10 Comprehension check – Test
• 5.THE INTERNATIONAL 4 P Mix
• 5.1 International marketing mix: Product
• 5.2 International marketing mix: Price
• 5.3 International marketing mix: Promotion
• 5.4 International marketing mix: Place
• 5.5 Discussion and Practice
• 5.5.1 Distribution channels – ‘Place’ – Bosch Indego Case
• 5.5.2 - Communication strategy – Promotion – NYXPlease study the following material before performing the task:
• 5.6 Comprehension check - Test
• 6. GLOSSARYAcquisition is a type of transaction when a company gains control
• 7. APPENDICES
• REFERENCES