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Summer 2013 Master of Business Administration- MBA Semester 4 MK0018 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? Answer : Multinational corporation : A multinational corporation (MNC) or multinational enterprise (MNE) is a corporation that is registered in more than one country or that has operations in more than one country. It is a large corporation which both produces and sells goods or services in various countries. It can also be referred to as an international corporation. They play an important role in globalization. Arguably, the first multinational business organization is conjectured to be the Knights Templar, founded in 1120. After that came the British East India Company in 1600 and then the Dutch East India Company, founded March 20, 1602, which would become the largest company in the world for nearly 200 years. Multinational corporations are important factors in the processes of globalization. National and local governments often compete against one another to attract MNC facilities, with the expectation of increased tax revenue, employment, and economic activity. To compete, political powers push towards greater autonomy for corporations, or both. MNCs play an important role in developing the economies of developing countries like investing in these countries provide market to the MNC but provide employment, choice of multi goods etc. On the other hand, economist Jagdish Bhagwati has argued that low-cost country sourcing and weak environmental and social protection, multinationals actually 'race to the top' rather than race to the bottom. Difference between international marketing and domestic marketing : 1. International marketing is facing a more complex market environment : Domestic marketing is conducted in this country and so faced corresponding structure of the market environment is relatively simple ,which consists of those factors that are more familiar to companies -- the domestic political, economic, legal, cultural and so on. However, International marketing is facing a more complex environment, it's a market with multi-level structure. 2. International marketing is facing more Uncertainties factors: The contradiction between subjective understanding and objective reality, coupled with the volatility of the objective process, international marketing faced more uncertainties factors for the companies .Compared with domestic marketing, it's more difficult to make sure the total demand, purchasers and competitors and more difficult to investigate and predict wholesale segment, retail structure, buying habits in international marketing. 3. International marketing is facing more diverse selection of marketing programs

Companies in the domestic market, although also need to deal with different regions and different programs for different target markets, different strategies, and even the use of different promotions, but the overall program is the same however. the international market is a market composed of different countries . 4. Marketing in international marketing is more difficult : Besides the complex environment and the uncertain factors ,diverse selection programs, international marketing have more risks and meet more fierce competition. The risks are added by the changing international political situation and the fluctuate exchange rate . 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. 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. We know that culture guides the way people behave in society as a whole. But culture also plays a key role in organisations, which have their own unique set of values, beliefs and ways of doing business. This unit explores the concepts of national and organisational culture and the factors that influence both. Organisational culture refers to an organization's own values, beliefs and learned ways of doing business. This is reflected in its structure and in the people who work in the organisation. The culture of an organisation is derived from its aims and purpose, its past, its present and its current ways of managing its people and resources. Because every organisation is unique in terms of these features, each will have a culture that is unique. Analysis of culture is important TH

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Q3. Discuss the entry model adopted by McDonalds to build a presence in foreign markets. What are its limitations? Answer : Entry model adopted by McDonalds : When a firm is thinking about entering to new markets around the world, the most important decisions to make are: which foreign markets? And which entry mode? When talking about which foreign markets, ultimately, the choice must be based on an assessment of nations long-run profit potential. McDonalds has presence today in 119 countries, but under which criteria were this nations chosen? 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. While some markets are very large when measured by number of consumers, it is also important to look at the living standards and economic growth. On the other hand, when a business is choosing an entry mode, it has to look to various options, such as turnkey projects, exporting, licensing, joint ventures, wholly owned subsidiaries and franchising. Each of TH these entry modes

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ts. Q4. Market segmentation divides market into distinct subsets. Explain the purpose and bases of international market segmentation. Answer : Purpose of international market segmentation : International market segmentation has become an important issue in developing, positioning, and selling products across national borders. It helps companies to target potential customers at the internationalsegment level and to obtain an appropriate positioning across borders. A key challenge for companies is to effectively deal with the structure of heterogeneity in consumer needs and wants across borders and to target segments of consumers in different countries. These segments reflect geographic groupings or groups of individuals and consist of potential consumers who are likely to exhibit similar responses to marketing efforts. A natural form of international segmentation is to adopt a multi-domestic strategy where each country represents a separate segment (Jeannette & Hennessey, 1998). A multi-domestic strategy amounts to selection of countries on the basis of their local advantages. Traditionally, multinational companies implemented such multi-domestic strategies by tailoring national brands to the needs shared by groups of consumers Intern. J. of Research in Marketing 19 (2002) TH 185 213in the

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

Answer : Meaning of e-marketing : E-marketing means using digital technologies to help sell your goods or services. These technologies are a valuable complement to traditional marketing methods whatever the size of your company or your business model. The basics of marketing remain the same creating a strategy to deliver the right messages to the right people. What has changed is the number of options you have. Benefits of e-marketing : Global reach a website can reach anyone in the world who has internet access. This allows you to find new markets and compete globally for only a small investment. Lower cost a properly planned and effectively targeted e-marketing campaign can reach the right customers at a much TH lower cost than

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the product they bought from you.

Q6. List any 6 export promotion schemes. What are SEZs and how are they beneficial to international trades and marketers? Answer : Export promotion schemes : To achieve the objectives laid down under the Foreign Trade Policy 2004-09 and double Indias 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: 1.Advance licensing scheme 2.Duty Free Replenishment Certificate (DFRC) scheme 3.Duty drawback scheme 4.Export Promotion Capital Goods (EPCG) scheme TH 5.Export

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