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MK0018— International Marketing

MK0018— International Marketing


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.


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



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 nation’s long-run profit potential. McDonald’s 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


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 international-segment 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




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.

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


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 India’s 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


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