Chapter 1 Understanding of the International Marketing 第1章 认识国际市场营销

Learning Objective 学习目标

·Understand the definition of market, marketing, international marketing

了解市场、市场营销和国际市场营销的基本含义

·Distinguish the different marketing concepts

掌握各个市场营销观念的基本含义

·Understand the differences between marketing and international marketing

了解市场营销与国际市场营销的区别

·Know the reasons for doing business in international market and the entry mode into international market

了解企业开展国际市场营销的动因,以及企业进入国际市场的方式