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DRIVE - WINTER 2013
PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2
(SEM 4) PGDMMN (SEM 2)
SUBJECT CODE & NAME- IB0011– International
Marketing
Q.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
Answer:
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
Q.2 It is very important to analyze the politico-legal environment of a
country in international business. Comment
(Discuss
the statement) 10 marks
Answer.
Importance
to analyze the politico-legal environment of a country in international
business
The legal/political aspect is very important in
global marketing. Getting acquainted
with how politics and law affect business activities around the world is a critical
concern of today’s successful global organizations. Especially in the past ten
years, there have been substantial political changes around the world that have
shaped business operations. New markets have opened, old ones have closed, and
the level
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Q. 3 Compare GATT and WTO and discuss the implications of WTO on
international marketing.
(Comparison-5, Implications of WTO-5) 10 marks
Answer.
Comparison between GATT and WTO:
General
Agreement on Tariffs and Trade (GATT): GATT is a multilateral treaty among the
member countries that lays down certain agreed rules for conducting
international trade. The member countries contribute together to
four-fifth of the total world trade. It is interesting to note that
underdeveloped countries form a sizable majority in GATT. The
basic aim of GATT is to liberalise world trade negotiations
Q.4 Nestle is marketing bottled water to Pakistan. Which segmentation
it adopts there and what are the other international market segmentations?
(Nestle’s
segmentation-5, Bases of segmentation-5) 10 marks
Answer.
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, Nestle is marketing
bottled water in Pakistan where there is a huge market of
Q. 5 Write short notes on:
a) International packaging
b) International logistics planning
(International packaging-5, International
logistics planning-5) 10 marks
Answer.
a) International packaging: Packaging has assumed an important
function for the preservation of the goods as well as for the reduction of cost
of the products. It may be viewed as consisting of two distinct types: (i)
industrial (exterior) and (ii) consumer (inferior). Consumer packaging is
designed for the purpose of affecting sales acceptance. The aim of industrial
packaging is to prepare and protect merchandise for shipment and storage packing
is even more critical for overseas shipment than for domestic shipment
Q.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
Answer.
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, trial
ability/divisibility, observability, complexity and
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