- JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)
End Semester Examinations – OCTOBER 2014
M.I.B. – III semester
INTERNATIONAL MARKETING
Duration: 3 Hrs Max. Marks: 100
Section – A
- Answer any SEVEN Each carries 5 marks. (7 x 5 = 35)
- Explain Non-Trade Barriers of World Trade.
- What is really meant by a company having a differential advantage over its
competitors in one or more foreign markets?
- Write brief note of Global Advertising Vs Country specific advertising.
- Attempt any two parts of this question:
(a) Write a note on product adaptation vs. product standardization.
(b) What are the major points to be covered in a price quotation?
(c) Discuss the advantages and limitations of indirect exporting.
- As a newly appointed export manager, you have received an export order
for export of basmati rice to Saudi Arabia. Write down the steps you will
take for executing the export order.
- State the various promotional strategies followed in the global trade.
- Explain the various stages involved in the new product development
Process.
- (a) What is Grey market? What are the problems associated with it?
(b) What is transfer pricing? What are the complexities involved in it?
- 9. What are the special considerations in packaging and labeling in
International marketing
- 10. State the advantages and limitations of indirect channels of distribution.
Section – B
- Answer any THREE out of 5 questions. Each carries 15 marks. (3 x 15 = 45)
11) What is a product? Explain the product related strategies to be adopted by a multinational company.
12) Explain the key variables that affect the market’s choice of Distribution Channel.
13) Explain the steps involved in International Marketing research process.
14) Bring out the differences between traditional marketing and e-marketing
with respect to 4Ps
15) Why do you think a company should or should not market the same product in the same way around the world? Discuss with the help of suitable examples.
Section – C
- Compulsory Case study (1 x 20 = 20)
A major cereal manufacturer produces and markets standardized breakfast cereals to countries around the world. Minor modifications in attributes such as sweetness of the product are made to cater to local needs. However, the core products and brands are standardized. The company entered the Chinese market a few years back and was extremely satisfied with the results. The company’s sales continue to grow at a rate of around 50 percent a year in China and other Asian countries, and based on the market reforms taking place, the company started operations in India by manufacturing and marketing its products. Initial response to the product was extremely encouraging, and within one year the company was thinking in terms of rapidly expanding its production capacity. However, after a year, sales tapered off and started to fall. Detailed consumer research seemed to suggest that while the upper-middle social class, especially families where both spouses were working to whom this product was targeted adopted the cereals as an alternative meal (i.e., breakfast) for a short time, they eventually returned to the traditional Indian breakfast. The CEOs of some other firms in the food industry in India are quoted as saying that non-Indian snack products and restaurant business are the areas where MNCs can hope for success. Trying to replace a full meal with a non-Indian product has less of a chance of succeeding. You are a senior executive in the international divisions of this food MNC having post-graduate qualification in management from IGNOU and several years of experience of operating in various countries in a product management function. You have been appointed head of the fact finding mission to determine answers to these specific questions. What, in you opinion, would be answers to these questions?
Questions:
16.
(a) Was entering the Indian market with a standardized product a mistake? Justify.
(b) Was it a problem of the product, or the way it was positioned?
(c) Given the advantages to be gained through leveraging of brand equity and product knowledge on a global basis, and the disadvantages of differing local tastes, what would be your strategy for entering new markets?
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