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DRIVE - fall 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
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:
Importance of culture in international marketing
Culture is the way that we do things around here. Culture could
relate to a country (national culture), a distinct section of the community
(sub-culture), or an organization (corporate culture). It is widely accepted
that you are not born with a culture, and that it is learned. So, culture
includes all that we have learned in relation to values and norms, customs and
traditions, beliefs and religions, rituals and artefacts (i.e. tangible
Q3. Explain
different types of cost based pricing. (Types of cost based pricing,
Explanation) 2, 8
Answer:
Cost oriented export pricing method
The cost
oriented export pricing methods are based on costs incurred in the production
of goods. Total cost includes fixed costs and variable costs.
Thus,
export pricing may be based on full cost (fixed and variable) or only the
variable cost. A reasonable profit will be added to the base cost to arrive at
the export pricing. Thus, cost oriented export pricing method may be (i) full
cost method and (ii) variable cost or marginal cost method.
Q4. Tobacco companies are targeting China as
Chinese are heavy smokers. Which segmentation is this and what are the other
international market segmentations? (Tobacco companies in china segmentation,
other segmentation)
Answer:
Tobacco companies segmentation is
Behavioural segmentation
Behavioural
segmentation focuses on whether people buy and use a product, as well as how
often and how much they use it. 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
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:
a) e Marketing
E marketing refers to the use of the Internet and digital
media capabilities to help sell your products or services. These digital
technologies are a valuable addition to traditional marketing approaches
regardless of the size and type of your business. E-marketing is also referred
to as Internet marketing (i-marketing), on
Q6.
Discuss the role and activities of World Bank. (Role and activities of world
bank) 2, 8
Answer:
Role:
Thus far, the
World Bank has had limited, but important involvement in aging issues with its
client countries. This limited involvement reflects the fact that most of the
Bank's poorer clients have a relatively young population, so that the current
lending program is focused mainly on the needs of the younger age groups, such
as poor mothers and children. At the same time, age composition is changing
rapidly in these
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