INTERNATIONAL MARKETING

TYBMS
Unit 1

1) What are the features of international marketing

2) Explain the process of international marketing
3) Why is there a need for international marketing
4) What are the advantages and disadvantages of international marketing
5) Domestic marketing vs international marketing
6) What are the methods of entering a new market
7) What are the various types of tariff and non tariff barriers
8) What are different types of trading blocks
9) Explain the various orientations of international marketing

Unit 2

1) Explain the various member institutions in the international economic environment

2) How can cultural environment affect the international marketing environment
3) Explain the Hofstede 6 dimension model
4) What is the need to conduct an international market research
5) Explain the process of international market research
6) How can various legal and political factors pose a challenge for an international marketer

Unit 3

1) Explain the various product decisions that one needs to take into account before going
international
2) Product standardization vs product adaptation
3) Explain the advantages and disadvantages of having a global brand
4) What factors would you consider for pricing your products before entering international
market
5) What are different methods of pricing in international markets
6) Explain the various types of direct and indirect channels of distribution in international
markets
7) What are the factors influencing the selection of international distributors
8) What are the steps to plan international promotion campaigns
9) What are the various tools for international promotion

Unit 4

1) What are the different types of control that an organisation can adopt while implementing
strategies
2) What are the different types of international strategies
3) What is the need for global service marketing
4) What are the drivers for global service marketing
5) Explain the advantages and disadvantages of global service marketing
6) What is service culture and what are the factors affecting the same
Please find below an exhaustive list of important questions for International Marketing –
TYBMS Sem 6 by Prof Jinal Sameer Shah

1. Define International Marketing and explain its features? – Module 1

2. Distinguish Between Domestic & International Marketing? – Module 1
3. PESTLE Analysis or International Marketing Environment – Case Study – Module 1
4. Explain the different types of Trade barriers? Module 1
5. Write a note on EU, NAFTA & ASEAN? Module 1
6. Write the functions of WTO and explain the DOHA round of WTO? Module 1
7. Write a note on advantages & disadvantages of MNC? Module 1
8. Summarise the functions & factors influencing packaging? Module 2
9. Explain the different types of foreign intermediaries? Module 2
10. Write a note on Labeling & Marking? Module 2
11. Explain the role of IIP in the packaging field? Module 2
12. Explain the factors influencing pricing? Module 3
13. Write in detail the different pricing methods? Module 3
13.Write a note on INCOTERMS? Module 3
15. Write a note on direct and indirect exporting? Module 3
16. Elaborate the various incentives & assistance offered by Indian Government to exporters?
Module 4
17. Explain the methods of entry in Export markets? Module 4
18. Explain the basis for Market segmentation in International Markets? Module 4

1) Case Study
Supported by the Export Import Bank of India's Export Marketing Finance (EMF) programme
and development assistance, Balsara Hygiene Products Ltd, entered the Malaysian market with
'Promise' and another brand of tooth paste 'Miswak'. The emphasis on the clove oil ingredient of
the Promise evoked good response in Malasia. There was a good response to Miswak also in the
Muslim Jominated Malasia. Its promotion highlighted the fact that Miswak (Latin name :
Salvadora Persiea) was a plant that had been used for centuries as a tooth cleaning twig. it had
references in Koran. Quoting from Faiza1-E-Miswak, it was pointed out that prophet
Mohammad used
Miswak before sleeping at night and after awakening". The religious appeal in the promotion
was reinforced by the findings of scientists all over the world, including Arabic ones, of the
antibacterial property of clove and its ability to ability tooth decay and gums.
Marketing intelligence revealed that there was a growing preference in the advanced countries
for nature based products. Balsara tied up with Auromere Imports Inc. (AII), Los Angeles. An
agency established by American followers of Aurobindo, an Indian philosopher saint. Eight
months of intensive R and D enabled Balsara to develop a tooth paste containing 24 herbal
ingredients that would satisfy the required parameters. 'Auromere' was voted as the No.1
toothpaste in North Eastern USA in a US health
Magazine survey.
The product line was extended by introducing several variants of Aurornere. A saccharine free
tooth paste was introduced.
It was found that mint and menthol were taboo for users of homeopathic medicines. So a product
free of such ingredients was developed. Auromere Fresh mint for the young and Auromere Cilia
Mint containing a combination of cinnamon and peppermint were also introduced. When the
company realised that Auromere was not doing well in Germany because of the foaming agent
used in the product, it introduced a chemical free variant of the product.

Questions
(i) Explain the environmental factors which Balsam used to its advantages. (5)
(ii) What is the strength or AII to market ayurvedic toothpaste in USA? (5)
(iii) Explain the product line strategy and branding decisions of Balsara in global market. (5).

2) Case study:-
A new Asian Development Bank report lauds the rise of the Indian middle class and projects it as
the engine of global growth. The report states that the Asian middle class will dominate the next
two decades. India will cross billion by 2030. The report further states that Asia's emerging
consumers are likely to assume the traditional role of the US and European middle class as
global consumers and play a key role in rebalancing the World's economy. The traditional
definition of middle class covers those who have not inherited wealth, hold regular jobs and
enjoy a degree of financial security that allows them to consume and save and support the
maintenance of law and order.
ADB reports splits the middle class into three Sub-sections: Lower Middle Class ($Z - $4),
Middle Class ($4 - $10) and Upper Middle Class ($10 - $20). The vast majority of the Indian
Middle Class. i.e. 82% of it or 224 million people f it into the first category. Since $1 PPP is Rs.
17.256.This means that the vast majority of the Indian Middle Class earns between Rs. 1035 to
Rs. 207A.The report shows that middle class Indians Systematically defines them as poorer than
they actually are in surveys. Even by this fairly stingy definition, in all of developing Asia. Only
Nepal, Laos, Bangladesh and Uzbekistan have a middle class that is a smaller proportion of the
total population than in India. China's middle class is 63% of population and Sri Lanka's 59%.

Questions:
(i) Do you agree that Indian middle class will fuel globate growth in the next? Decade? (5)
(ii) Would you support the view that Indian middle class will rebalance the world? Economy? (5)
(iii) Along with the rise of Indian Middle Class, will India attract more FDI? (5).

3) Case study :-
LG, the Korean giant, had slow rise in lndia. ln 1997, LG entered into lndia with a joint venture
with CK Birla Group with little success. lts current show is highly impressive. lt has emerged
into leading consumers electronics brand in the country.
LG has now built a great platform in lndia with best trade network, better manufacturing
facilities and host of skilled and talented employees. lndia contributes
around 10% of LG's overall production. lts exports performance exceeds one billion dollars, lts
major exports are to Africa, West,{sia and SAARC Regions.
LG obtains its major supply from its factories located at Greater Noida and Pune, The sale of its
consumer durables mainly come from B and C towns and rural markets, LG has maintained an
excellent marketing organisation with one class counter in every three out of four towns in lndia.
lt has a network of 40 branch offices across the country. ln order to cover up country markets it
maintains 70 Remote Area Offices (RAOs). These RAO's are fully equipped with marketing
team, service team, accounts departments and are fully computerised with extensive ad campaign
LG has realised 85% of unaided brand recall. Although LG employs expatriates at top levels but
they are only a handful. The main show is run by lndian managers who are highly talented.
Questions :
(i) Give suitable reasons for the success of LG in lndia.
(ii) What strategy does LG adopt to succeed in rural lndia ? Suggest measures to make LG
equally successful in urban lndia.
(iii) lndicate how LG has practiced employee empowerment.

4) Analyze the following Case Study and answer the questions given below.
'AYUR' Ayurveda Ltd. is a Raigad based pharmaceutical company which has made its strong
presence felt in the domestic market with its limited Brands of Ayurvedic preparations in health
Care business. It claims to market its product without any side effect which has become its
selling point. One of its new product is "Dio-Care". Which is a combination of fenu Grek
Cinnamon and bitter Guard and is found singificantly useful to control blood sugar in diabetic
patients. This brand is considered an important innovation in the treatment of diabetics. Its sales
have caught up in a big way in domestic market. In the meeting the BOP toyed with the idea to
explore Global market for their innovative product. The Directors felt the company is financially
strong, has effective marketing department as well as they have well equipped R and D
department with programme outlook of management and supportive government policy, now is
the right time to diversity on to overseas market the Directors also expressed their appreciation
that export market is not unpredictable and uncertain. At the end of the deliberation they decided
to go ahead venture into export markets.
(a) Give your opinion about the possibility of success of dio-care in overseas market. (7)
(b) Identify the steps involved to explore export market for an innovative product dio-care in
health care business. (8).