MK0018– International Marketing

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ASSIGNMENT

DRIVE	WINTER 2015
PROGRAM	MBADS – (SEM 3/SEM 5) / MBAN2 / MBAFLEX – (SEM 3) / PGDIB – (SEM 1)
SUBJECT CODE & NAME	MK0018– International Marketing
BK ID	B1199
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. 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.

Answer: International marketing is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term.

The international marketing involvement of a manufacturing company may widely vary from a state of no direct involvement to a state of total involvement. Several types of involvement are generally observed, even though they are not mutually exclusive nor sequentially progressive.

Depending on the kind and degree of its involvement in

2. Explain the role of political environment scanning in international marketing. What is political risk?

Answer: Marketing managers are confronted with many environmental concerns, such as those posed by technology, customers and competitors, ethics and law, the economy, politics, demographics, and social trends. All organizations should continuously appraise their situation and adjust their strategy to adapt to the environment.

3. How are the international markets segmented on the basis of development?

Answer: Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. Market segmentation strategies are generally used to identify and further define the target customers, and provide supporting data for marketing plan elements such as positioning to achieve certain marketing plan objectives. Businesses may develop product differentiation strategies, or an undifferentiated approach, involving specific products or product lines depending on the specific demand and attributes of the target segment.

4. Differentiate between national and international products, global and standardised products with examples.

Answer: National vs International

The world is divided geographically into close to 200 countries or nations. These boundaries or divisions are not natural, but man made on the basis of perceived similarities between peoples, cultures, languages and religions. When we are talking about an event taking place inside the boundaries of a country, the event is termed as national and people taking part in the event are also citizens of that country, but another event held inside that country becomes international as it involves participation of people from some other

5. Write short notes on:

a) Containerization

Answer: Containerization is a system of intermodal freight transport using intermodal containers (also called shipping containers and ISO containers) made of weathering steel. The containers have standardized dimensions.

They can be loaded and unloaded, stacked, transported efficiently over long distances, and transferred from one mode

b) 4 PL operators

Answer: Differs from third party logistics in the following ways; 1)4PL organization is often a separate entity established as a joint venture or long-term contract between a primary client and one or more partners; 2)4PL organization acts as a single interface between the client and multiple logistics service providers; 3) All aspects (ideally) of

6. Choose a product and explain how you will prepare seven steps in a global e-marketing plan?

Answer: The e-marketing plan is built exactly on the same principles as the classical plan. There is no different approach, but there might be some formal differences given by the uniqueness of the internet environment. Many of these differences come from the necessity to ensure a high rate of responsiveness from the customers, since the e-world is moving faster and requires faster reaction from its companies, compared to the traditional offline marketplace.

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