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Master of Business Administration- MBA Semester 3
IB0011-International Marketing
(Book ID: B1811)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each.
Each Question carries 10 marks 6 X 10=60.
Q1. The orientation of a companys top management, its beliefs and
assumptions significantly impact its approach to international marketing.
Discuss the concept of EPRG framework.
Answer. Management orientations
The form and substance of a companys response to global business opportunities
depend greatly on managements assumptions or beliefs both conscious and
unconscious about the nature of the world. The worldview of a companys personnel
can be described as ethnocentric, polycentric, regiocentric, and geocentric.
Management at a company with a prevailing ethnocentric orientation may consciously
make a decision to move in the direction of geocentricism.
Q2. Hofstedes cultural classification helps in understanding the cultural
diversity. Discuss the 4 dimensions with examples.
Answer. Importance of culture in international marketing
Culture is the way that we do things around here. Culture could relate to a country
(national culture), a distinct section of the community (sub-culture), or an
organization (corporate culture). It is widely accepted that you are not born with a
culture, and that it is learned. So, culture includes all that we have learned in relation
to values and norms, customs and traditions, beliefs and religions, rituals and artifacts
(i.e. tangible symbols of a culture, such as the Sydney Opera House or the Great Wall
of China).

Q3. How are the international markets segmented on the basis of

development?
Answer. International marketing research
International Market Research is a particular discipline of Market Research, focusing
on certain geographical areas. International Market Research is concerned with
consumer goods, but also with any resource or service within a value chain which will
be commercially utilized or further processed which is the area of industrial goods
and B2B-Marketing. International market research projects may have various
objectives and purposes.
Q4. Differentiate between national and international products, global and
standardized products with examples.
Answer. Product adaptations (also called differentiation or localization or
customization) come in several forms. Marketing strategies in a country- by-country
basis are tailored with the peculiarities of the local market. By this, product
adaptations are considered as necessary strategy in order to cater to the different
needs of customers in various countries. Following the concept of logical incremental
ism, it can be argued that continual changes can foster flexibility and experimentally.
Q5. Write short notes on:
a) Containerization
b) 4 PL operators
Answer. The benefits of containerization take place over three main dimensions:
Transport costs. The main transports costs benefits of containerization are jointly
the outcome of lower transshipment costs and economies of scale applied to maritime
shipping and terminal operations. Since containerized cargo is subject to less damage
as well as lower theft levels, insurance rates are generally lower. Another significant
benefit is that the container itself becomes the minimal load unit, implying that a
wider range of exporters and importers can get access to international markets as the
minimal entry unit, a single container load, becomes affordable.

Q6. Choose a product and explain how you will prepare seven steps in a
global e-marketing plan?
Answer. Choosing the product
Before breaking into the foreign market, marketers must consider factors that
influence product adoption. As explained by Diffusion Theory at least six factors have

a bearing on the adoption process: relative advantage, compatibility,

trainability/divisibility, observability, complexity and price. These factors are all
perceptual and thus subjective in nature. For a product to gain acceptance it must
demonstrate its relative advantage over existing alternatives. A product must also be
compatible with local customs and habits. A freezer would not find a ready market in
Asia where people prefer fresh food. A new product should also

Winter-2015
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