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DRIVE - Spring 2014
PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM
4) PGDMMN (SEM 2)
SUBJECT CODE & NAME- MK0018– International
Marketing
Q.NO.1 Discuss the different
management orientations of a company. How does it affect international
marketing?
(Management
orientations-6, Effect on international marketing-4) 10 marks
ANS:
Management orientations
The form and substance of a
company’s response to global business opportunities depend greatly on
management’s assumptions or beliefs –both conscious and unconscious – about the
nature of the world. The worldview of a company’s personnel can be described as
ethnocentric, polycentric, regiocentric, and geocentric. Management at a
Q.NO.2. Discuss how culture plays
an important role in international marketing. Give some examples of
advertisements which failed due to lack of cultural understanding. (Importance
of culture in international marketing, Examples) 6, 4
ANS:
Q.NO.3 what do you mean by
international marketing research? Why do marketers go for such research?
(Meaning, Importance) 5, 5
ANS:
Q.NO.4 Nestle is marketing
bottled water to Pakistan. Which segmentation it adopts there and what are the
other international market segmentations? (Nestlé’s
segmentation, Bases of segmentation) 3, 7
(Nestle’s
segmentation-3, Bases of segmentation-7) 10 marks
ANS:
Nestle’s segmentation
Consumers
can be categorized in terms of usage rates – for example, heavy, medium, light,
and nonuser. Consumers can also be segmented according to user status:
potential users, nonusers, ex-users, regulars, first-timers, and users of
competitors‟ products. Although bottled water may be considered a luxury
product in some high-income markets,
Q.NO.5 Write short notes on:
a) e Marketing
b) Spot and forward rates
(a. meaning and benefits of e
Marketing
b) meaning and role of spot and
forward rates) 5, 5
ANS:
Q.NO.6 Select a product of your
choice for export and explain how you will do the pricing and costing of that
product.
(Choosing
the product-2, Export pricing and costing-8) 10 marks
ANS:
Choosing
the product: Before
breaking into the foreign market, marketers must consider factors that influence
product adoption. As explained by Diffusion Theory at least six factors have a
bearing on the adoption process: relative advantage, compatibility,
trialability/divisibility, observability, complexity and price. These factors
are all perceptual and thus subjective in nature. For a product to gain
acceptance it must demonstrate its relative advantage
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