IBO 02 INTERNATIONAL MARKETING MANAGEMENT December 2018 Question Paper

 

IBO 02 INTERNATIONAL MARKETING MANAGEMENT

December 2018 Question Paper

Time : 3 hours

Note : Attempt both Part - A and Part - B.

PART - A

1. Write short notes on any two of the following

(a) Marketing mix

(b) Essentials of international market segmentation

(c) Guideline for a good international marketing research report

(d) Factors affecting pricing decisions in international marketing

2. Distinguish between any two of the following :

(a) International marketing and multinational marketing

(b) Direct exporting and indirect exporting

(c) Tele-marketing and E-business

(d) Adaptation and standardisation in international advertising

PART - B

Attempt any four of the following questions :

3. What is international market environment ? Explain any four components of international market environment

4. An Indian automobile company decided to enter international markets. The company is ready to invest in marketing arrangements abroad, but not in production facilities. Suggest any two suitable modes of market entry, and explain their merits and limitations.

5. "Compared with products, marketing of services poses distinctive challenges to international marketers." Explain why is it so, and enumerate such marketing challenges.

6. (a) Briefly explain the international product development process.

(b) What are the risks involved in the new product development for international markets ?

7. Discuss the key issues in international marketing communication.

8. You are the marketing head in a consumer durable goods company, which has international operations. It is planning to launch a new brand of washing machines. Suggest appropriate sales promotion tools for consumer promotion as well as business promotion.

9. (a) Discuss alternative methods of transfer pricing. "While framing international marketing plan, one must decide whether to follow a standardized marketing approach or multi-domestic approach or a blend of these two approaches." Explain.

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