st. joseph’s college of commerce (autonomous)
END SEMESTER EXAMINATION – MARCH/APRIL 2015
B.com. – VI SEMESTER
MKT 605: INTERNATIONAL MARKETING (MARKETING ELECTIVE)
Duration: 3 Hours Max. Marks: 100
SECTION – A
I)	Answer ALL the questions. Each carries 2 marks. (10×2=20)
	1.	What is geocentrism?
	2.	What is a Transnational company?
	3.	What is a socio-cultural environment?
	4.	What do you mean by a Republic?
	5.	What does fully owned manufacturing facilities mean?
	6.	Explain the relevance of company objectives with regard to market selection.
	7.	Differentiate between the width and depth of a product mix.
	8.	What do you mean by the stage reversal in an international product life cycle
	9.	Explain the meaning of communication mix
	10.	What is ad valorem tariff?
SECTION – B
II)	Answer any FOUR questions. Each carries 5 marks. (4×5=20)
	11.	Briefly explain the problems of Counter trade.
	12.	What are the principal differences between marketing domestically and internationally or globally?
	13.	Briefly explain the market selection process.
	14.	Why is distribution such a critical factor in international marketing?
	15.	Write a note on exchange control.
	16.	What do you mean by a product? State any four advantages of product standardization worldwide.
SECTION – C
III)	Answer any THREE questions. Each carries 15 marks. (3×15=45)
	17.	Explain the proactive and compulsive motives of international marketing.
	18.	Discuss the role of W.T.O. in International Economic Integration and examine the functioning of W.T.O.
	19.	Why should a firm enter into international business? What are the drawbacks of such a move?
	20.	What do you mean by retrograde pricing? Explain any seven methods of pricing.
	21.	Write the measures to correct the disequilibrium in BOP.
SECTION – D
IV)	Case Study (1×15=15)
	22.	On an average a person receives thousands of messages a day, but with the widespread influence of media on day-to-day life, the relevant information is lost between catchy slogans and peppy jingles. With the weakening of influence of the conventional marketing media and with the advent of devices like TiVo, which automatically switches channel during commercials, it became more and more difficult for marketers to reach the target consumer groups with the marketing message. But in spite of the chaos and clutter, people still listen and believe what others say, especially those they know and trust. The opinions about the value of products passed among consumers in informal discussions, known as the ‘Word of Mouth ‘marketing, has been in existence for a very long time. Research had proved that word of mouth could be systematically generated. The important aspect was in making people speak about the product favorably, to the right people, at the right time and very often. Brushing aside the myth that ‘Word of Mouth (WOM) marketing is luck’, Procter & Gamble (P&G) explored the challenges and promises of WOM, and came up with a marketing division called ‘Tremor’. Tremor integrated WOM into a total marketing effort, executed plans in its entirety, and measured its impact after the campaign was complete. Tremor was created in 2001, targeting teens in the age group between 13 and 19, tapping their gossip factor. There are 24.3 million teenagers in US within this age group and they spend nearly $120 billion a year on various goods and services. Moreover, they have influence over another $485 billion of purchases that parents make on things such as groceries, computers and cars. The teenagers are independent and diversity seekers, so they are not loyal customers and can be easily influenced. Tremor, in a span of two years had built a national network of teenagers, 280,000 in number who advocated from movies to milk, shampoos to motor oil, pushing products on friends and family and that too for free. By 2004, roughly 1% of the US teen population was involved and many of the kids were not even aware of their involvement in a marketing event of such a magnanimous scale. The success was evident from the fact that Tremor’s revenue for 2004 was projected to be $12 million. But WOM is a marketing tool and not a complete marketing effort. David Godes, a business professor at Harvard, said, “If it (WOM) gets too pervasive, there could be a consumer backlash. It needs to stay on the periphery.” What is tremor? What are the advantages of WOM? Suggest other methods of promotion/ communication that you think are appropriate for this case.

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