BBA403 – International marketing

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ASSIGNMENT

DRIVE	FALL 2014
PROGRAM	BBA
SUBJECT CODE & NAME	BBA 403 – International marketing
SEMESTER	4
BK ID	B1714
CREDITS	4
MARKS	60

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.

1. Explain the meaning and benefits of international marketing. Compare it with domestic marketing.

Ans : Meaning of international marketing :

International Marketing can be defined as exchange of goods and services between different national markets involving buyers and sellers.

According to the American Marketing Association, “International Marketing is the multi-national process of planning and executing the conception, prices, promotion and distribution of ideal goods and services to create exchanges that satisfy the individual and organizational objectives.”

It is concerned with the micro aspects of a

2 Discuss the indicators of economic condition of a country.

Answer : Economic indicators :

An economic indicator is a statistic about an economic activity. Economic indicators allow analysis of economic performance and predictions of future performance. One application of economic indicators is the study of business cycles. Economic indicators include various indices, earnings reports, and economic summaries. Examples: unemployment rate, quits rate, housing starts, Consumer Price Index (a measure for inflation), Consumer Leverage Ratio, industrial production, bankruptcies, Gross Domestic Product, broadband internet penetration, retail sales, stock market prices, money supply changes.

3 Culture is an invisible barrier to international trade. Discuss.

Answer : Culture is an invisible barrier to international trade:

Cultural factors have long been known to influence the communication and success potential of  competition. Cultural awareness shapes how business firms behave in cross-culturally reflected  international markets. It is broadly recognized that cultural factors act as invisible barriers in  international business communications.

4. Discuss the 4 Ps of global e marketing.

Answer : Not only do standard marketing approaches, strategies, tactics and processes apply, global marketing requires an understanding of global finance, global operations and distribution, government relations, global human capital management and resource allocation, distributed technology development and management, global business logic, interfirm and global competitiveness, exporting, joint ventures, foreign direct investments and global risk management.

The standard “Four P’s” of marketing: product, price, placement, and promotion are all affected as a company moves through the five evolutionary phases to become a global company. Ultimately, at the global marketing level, a company trying to speak with one voice is faced with many challenges when creating a worldwide marketing plan.

5 What is the mode of entry adopted by Sony Ericsson? Discuss the various modes of entry in international business.

Answer : Mode of entry adopted by Sony Ericsson

Although the research and development section of Sony differs greatly from other companies with its great flexibility, Sony, in its essence is still a traditional Japanese company in many ways. There is life-time employment, with strong norms and values which in turn create strategies through their actions. Status is given (the crystal award) instead of bonuses (not significant amount) for superior achievement. There is also the strong seniority system such as the mentor and apprentice relationship that is typical of a Japanese firm. All

6 Write short notes on:

a) Advantages and disadvantages of exporting

Answer : Advantages of exporting

Ownership advantages are the firm's specific assets, international experience, and the ability to develop either low-cost or differentiated products within the contacts of its value chain. The locational advantages of a particular market are a combination of market potential and investment risk. Internationalization advantages are the benefits of retaining a core competence within the company and threading it though the value chain rather than obtain to license, outsource, or sell it. In relation to the Eclectic paradigm, companies

b) International Advertising

Answer : Advertising is a paid message used to promote a product, service or an idea to a specific audience. International advertising refers to advertising which is carried out in multiple countries around the world. Effective international advertising requires specialized cultural knowledge that considers differences between target audiences in different countries. International advertising is considered not only a communication process, but a business activity, an industry and a reflection of society as a whole.

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