GEORGE MASON UNIVERSITY

SCHOOL OF PUBLIC POLICY

FUNDAMENTALS OF INTERNATIONAL MARKETING

ITRN 738

FALL 2001 - TR 7:05 PM-9:35 PM

S. C. Bensimon, Ph.D.

(301) 765-0585 - O

(301) 765-0603 - H

bensim@erols.com

SCOPE: The purpose of this course is to provide students who want to pursue a career in international marketing with an understanding of the concepts of the international marketing process and the international environment within which companies operate.

There will be two examinations, a mid-term and a final. These are not open book or open notebook examinations. Each examination will count 50%. Inasmuch as lectures go beyond the assigned readings, class attendance becomes an important determinant in final grades.

The Final examination will be cumulative.

TEXT: International Marketing, by Philip R. Cateora and John L. Graham. Irwin McGraw-Hill. Tenth edition. 1999.

ITRN 738/Fall 2001: SCHEDULE OF LECTURES

(This schedule may be subject to change)

08/30: Scope and Challenge of International Marketing

a] Situation Analysis

b] Global, Multinational, and Niche Marketing

c] Small Companies and International Business

09/06: Researching Global Markets

a] Secondary Data

b] Primary Data

c] Estimating Market Demand

09/13: Marketing Consumer Products

a] Segmenting the Market

b] Positioning the Product

c] Frontal, Bypass, Encirclement and other Strategies

09/20: Marketing Industrial Products

a] Transactional Selling

b] Consultative Selling

c] Enterprise Selling

09/27: Developing Global Market Entry Modes

a] Agents and Distributors

b] Licensing

c] Strategic Alliances and Wholly-Owned Subsidiaries

10/04: The International Legal Environment: Impact on Marketing

a] Tariff and Non-Tariff Barriers

b] Protecting Intellectual Property Rights

b] Export Administration Act, Foreign Corrupt Practices Act, Anti-Boycott Regulations

ITRN 738/Fall 2001: Schedule of Lectures (continued)

10/11: Global Business Environment: Impact on Marketing

a] European Union

b] The WTO

c] ASEAN, NAFTA, APEC, Mercosur

10/18: Pricing: Selling Profitably

a] Pricing Objectives and Methods

b] Price Discounts and Allowances

c] Legal Issues in Pricing

10/25: MID-TERM EXAMINATION

11/01: Components of an Export Quotation

(Shipping terms, terms of sale, and international trade terms you need to know to define the respective duties and liabilities of the seller and buyer in order to avoid costly misunderstandings and disputes).

11/08-

11/15: Export Documentation

(Critical analysis of transportation, banking, commercial and government documents used in international transactions).

11/22: Thanksgiving

11/29-

12:06: Methods of Payment

(Critical examination of the advantages and disadvantages of the following methods of payment used in international business: Cash in Advance, Letters of Credit, Document Collection Against Payment or Acceptance, Open Account, Minimum Guarantee, Consignment. Letters of Credit [L/Cs] will include irrevocable vs. revocable L/Cs, confirmed vs. advised, straight vs. negotiatiing, sight vs. usance).

12/13: FINAL EXAMINATION