IB0011 - International Marketing

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Summer 2013

Master of Business Administration- MBA Semester 3

IB0011 - International Marketing -4 Credits

(Book ID: B1199)

Assignment- 60 marks

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.

Q1. Define multinational corporations. How is international marketing different from domestic marketing?

(definition- 4 marks, difference- 6 marks) 10 marks

Answer :  Multinational corporations :

An enterprise operating in several countries but managed from one (home) country. Generally, any company or group that derives a quarter of its revenue from operations outside of its home country is considered a multinational corporation.

There are four categories of multinational corporations:

(1) a multinational, decentralized corporation with strong home country presence,

Q2. “Though society and culture do not appear to be a part of business situations, yet they are actually key elements in showing how business activities will be conducted”. Discuss.

( discussion on culture and its effect on business- 10 marks) 10 marks

Answer : Culture and its effect on business :

Businesses do not exist in a vacuum, and even the most successful business must be aware of changes in the cultures and societies in which it does business. As society and culture change, businesses must adapt to stay ahead of their competitors and stay relevant in the minds of their consumers.  Culture is an important part of International Business. Culture is defining the collection of values, beliefs, behaviors, customs and attitudes of the member in the society.

Q3. Discuss the entry model adopted by McDonalds to build a presence in foreign markets. What are its limitations?

( mode of entry by McDonalds - 6 marks, limitations- 4 marks) 10 marks

Answer : Mode of entry by McDonalds :

1. The attractiveness of a country as a potential market for an international business depends on balancing the benefits, costs, and risks associated with doing business in that country. The long-run economic benefits of doing business in a country are a function of factors such as the sixe of the market, the present wealth of consumers in that market, and the likely future wealth of consumers, which depends upon economic growth rates.

Q4. Market segmentation divides market into distinct subsets. Explain the purpose and bases of international market segmentation.

( purpose- 2 marks, bases- 8 marks) 10 marks

Answer : Purpose of market segmentation :

• The aim is to avoid a ‘scattergun approach’ to marketing by targeting your messages at specific groups of customers. This means different messages for different groups. Customers like to receive information that is relevant to them and their needs which is the reason for carrying out market segmentation. But it is also helps you to determine whether they are high, medium or low value customers

Q5. Explain the meaning and benefits of e-marketing. Discuss the various e-marketing approaches.

( meaning- 2 marks, benefits- 2 marks, approaches- 6 marks) 10 marks

Answer :  e- Marketing :

Very simply put, e-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms e-Marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. e-Marketing is the process of marketing a brand using the Internet. e-marketing allows you to reach people who want to know about your products and services instantly.

Q6. List any 6 export promotion schemes. What are SEZs and how are they beneficial to international trades and marketers?

( listing- 3 marks, meaning of SEZ- 2 marks, benefits- 5 marks) 10 marks

Answer : Export promotion schemes :

To achieve the objectives laid down under the Foreign Trade Policy 2004-09 and double India’s percentage share of global merchandise trade by the year 2009, the government is committed to providing a stimulus to exports through various export promotion schemes from time to time. Details of the existing Export Promotion Schemes are as follows:

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