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DRIVE-
Spring 2015
PROGRAM-
MBADS (SEM 4/SEM 6)
MBAFLEX/
MBA (SEM 4) PGDMMN (SEM 2)
SUBJECT
CODE & NAME-IB0011– International Marketing
Qus:1
The orientation of a company’s top management, its beliefs and assumptions
significantly impact its approach to international marketing. Discuss the
concept of EPRG framework.
·
Management orientations
·
Effect on international marketing
Answer:
Management
orientations:
The orientation of a company’s
top management, its beliefs and assumptions significantly impact its approach
to international marketing. The concept consisting of Ethnocentric,
Polycentric, Regiocentric and Geocentric is widely known as EPRG framework, and
it is discussed below.
·
Ethnocentric
A company with ethnocentric approach deals with the whole world, based on the
home-country
Q.2:
Hofstede’s cultural classification helps in understanding the cultural
diversity. Discuss the 4 dimensions with examples.
Hofstede’s
dimensions
Answer:
Hofstede’s
dimensions:
Power
distance
The
term “power distance” refers to the degree of inequality among people who are
viewed equal. Power distance implies the ways through which people develop
interpersonal relationship in a society. The hierarchy of relationships is of
two kinds, namely, vertical and horizontal. In vertical hierarchy, there is a
consideration given to the status, class and other
Q.3:
How are the international markets segmented on the basis of development?
4
categories
Answer:
4
categories:
Market
segmentation is the process of subdividing a market into distinct subsets of
customers that behave in the same way or have similar needs. Each subset may
conceivably be chosen as a market target to be reached with a distinctive
marketing strategy. Some widely used bases of segmentation are discussed below
in sub sections.
1 Geographic segmentation
Geographic segmentation is
dividing the world into geographic subsets. The advantage of geography is
proximity: Markets in geographic segments are closer to each other and easier to
visit on the same trip or to call on during the same
Qus:
4Differentiate between national and international products, global and
standardised products with examples.
Answer:
Differentiate
between national and international products:
National
products are made for a specific national market whereas international products
are made for regional and multinational markets.
National
products:
A
national product is one that, in the context of a particular company, is
offered in a single national market. Sometimes national products appear when a
global company caters to the needs and preferences of particular country
markets. For example, Coca-Cola developed a noncarbonated, ginseng-flavored
beverage for sale only in Japan and a yellow,
Qus:5
Write short notes on:
a)
Containerization
b)
4 PL operators
a) Role and benefits of
containerization
b) meaning and role of 4PL
operators
Answer:
a)
Role and benefits of containerization:
Containerisation has
revolutionised maritime business throughout the world. Cargo-carrying
containers are an integral part of the transport industry. Containers
facilitate both the unitisation and carriage of cargo through different modes
of transportation. Containerisation has ultimately provided an ideal unit load,
which meets all the logistical requirements. It
Qus:6Choose
a product and explain how you will prepare seven steps in a global e-marketing
plan?
·
Choosing the product
·
Global e marketing plan
Answer:
Choosing
the product:
A product is the main offering of
a company to its customers. It defines the customer segments and competitors
for the company. Five
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