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IB0011—International Marketing


Master of Business Administration- MBA Semester 4

IB0011—International Marketing-4 Credits

(Book ID: 1199)

Assignment (60 Marks)

Note: Answer all questions (with 300 to 400 words each) must be written within 6-8 pages. Each Question carries 10 marks 6 X 10=60

Q1. Define multinational corporations. How is international marketing different from domestic marketing?

Answer. Multinational corporations

A corporation that has its facilities and other assets in at least one country other than its home country. Such companies have offices and/or factories in different countries and usually have a centralized head office where they co-ordinate global management. Very large multinationals have budgets that exceed those of many small countries

An enterprise operating in several countries but managed from one (home) country. Generally, any company or group that derives a quarter of its revenue from operations outside of its home country is considered a multinational corporation.


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. 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.

Changing Preferences

A major socio-cultural factor influencing businesses and business decisions is changing consumer preferences. What was popular and fashionable 20 years ago may not be popular


Q3. Discuss the entry model adopted by McDonalds to build a presence in foreign markets. What are its limitations?

Answer. Entry Strategy and Business Model

While McDonald’s cannot export its product but it can choose among different modes of operation in foreign market, some of which may involve a higher degree of commitment of resources than others. In particular, it can open a subsidiary that franchises directly, or enter into a joint venture with a local partner, or establish a master franchising arrangement whereby the master franchisee owns and operates all the outlets in his or her territory or finds franchisees to do the same. The level of investment that McDonald’s commits to these markets


Q4. Market segmentation divides market into distinct subsets. Explain the purpose and bases of international market segmentation.

Answer. The concept of international market segmentation of international market segmentation (International market segmentation) is the basis of market segmentation developed, is the concept of market segmentation in the use of international marketing. Compared with the domestic market and international market for more buyers, a wider distribution, as a business due to its limited power, often more difficult to meet the needs of customers worldwide. The world market by a combination method has the following


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

Answer. Electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms e-Marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. E-Marketing is the process of marketing a brand using the Internet.

By such a definition, e-Marketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.


Q6. List any 6 export promotion schemes. What are SEZs and how are they beneficial to international trades and marketers?

Answer. Export promotion schemes:-

Special Economic Zones (“SEZs”) designated areas in countries that possess special economic regulations that are different from other areas in the same country. Moreover, these regulations tend to contain measures that are conducive to foreign direct investment. Conducting business in a SEZ usually means that a company will receive tax incentives and the opportunity to pay lower tariffs.

While many countries have set up special economic zones, China has been the most successful in using SEZ to attract foreign capital. In fact, China has even declared an entire province (Hainan) to be an SEZ, which is quite distinct, as most SEZs are cities.


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