IBO -02

POST GRADUATE DIPLOMA ININTERNATIONAL BUSINESS

OPERATIONS/MASTER OFCOMMERCE

Lc)Term-End Examination

December, 2009

IBO -02 : INTERNATIONAL MARKETINGMANAGEMENT

Time : 3 hours Maximum Marks : 100

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

PART—A

1. Write short notes on any two of the following : 5+5

International market segmentation.

EPRG orientation.

Adaptive advertising strategy ininternational marketing.

Guidelines for writing a market researchreport.

2. Distinguish between any two of the following : 5+5

Standardised approach and multi—domesticapproach of international market planning.

Strategic alliance and joint venture modesof international market entry.

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Differentiated and concentrated.international market targeting.

Business promotion and trade promotion.

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PART—B

Attempt any four of the following questions :

Differentiate between multinational marketingand global marketing. Explain how domesticmarket constraints compel firms to enterinternational markets. 5+15

Suppose you are the marketing executive of a carmanufacturing company in India. The companyis planning to enter into European market, butnot ready to invest in manufacturing facilitiesthere. Advise the company on various modes ofentry in European market, and explain theirrelative merits and limitations. 20

(a) Discuss various risks involved in case of anew product development for internationalmarkets. 10

(b) Discuss various pricing methods andpractices in international marketing. 10

Explain the different approaches to budgeting forinternational advertising. 20

7. (a) Differentiate between personal selling andsales promotion. State the steps in personalselling process. 5+5

(b) Differentiate between domestic agent anddomestic merchant. State various types ofdomestic agents in international marketing. 5+5

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"Compared with products, marketing of servicesposes distinctive challenges to marketers".Explain. Enumerate the marketing challenges. 10+10

(a)

"International marketing research is full ofcomplexities". Critically evaluate thestatement. 10

(b) Briefly explain various methods of collectingprimary data in international marketing

research. 10

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