M.B.A. DEGREE EXAMINATION, MAY 2017
Third Year
D INTERNATIONAL MANAGEMENT
International Marketing
Time 3 Hours Maximum Marks: 75
SECTION-A × 5 15)
Answer three questions
Q1) FTZs.
Monetary environment.
Product policy.
Advertising.
International market.
EXIM policy.
SECTION-B × 15 45)
Answer three questions.
Q2) Describe the nature and scope of international marketing.
Q3) Bringout the cultural and social elements of business environment.
Q4) What are the various documents required for export business?
Q5) Discuss about promotional management at international level.
Q6) Explain the bases for international market segmentation.
Q7) Write in detail about international pricing policy.
SECTION-C
Compulsory
Q8) Case study
Let us go shopping at the Asian garden. Inside you will find many typical
suburban shopping mall-business. CD and tape stores, travel agencies,
restaurants, a supermarket, book stores etc where are you?
In Westminister California known locally as little Saigon.
More than 2.7 million Asian Americans live in California so its not surprising to
find oriental shopping malls there. By the year 2009, the states, Asian population
will exceed 4.5 million, some 13 per cent of its population. As compared to
other US households, Asian-American households have substantially higher
income and education levels, and almost twice the proportion of Asian
Americans are employed as managers or professionals.
Most Asian Americans cluster in large cities such as San Francisco, Los Angels
or New York. They are strongly family oriented and often pool family efforts
and resources to improve the lot of all. Extended families tend to live in the
same household a tradition carried over from their homelands. Further, members
of the family work in the family business. Marketers targeting at Asian
Americans must understand the importance of family.
Asian American consumption behaviour differs from that of other segments for
example Asian Americans are primarily interested in quality. Asian Americans
enjoy shopping as leisure activity, love bargains and often negotiate prices. They
are at home with high technology, making them a good market for VCRs, home
computers, CD players, cameras and telephone answering machines. Asian
Americans do not have preconceived images of brands and companies. In a
recent survey, 76 per cent of them could not name the brand of frozen food they
purchased last. This highly diverse market consists of Japanese, Vietnamese,
Koreans, Indians, Malaysians and Chinese all speaking multiple languages and
dialects. Because of this linguistic diversity television may not be an effective
medium. Fortunately, Asian Americans like to read, making newspapers a more
cost-effective medium. In addition, numerous Asian American consultants and
advertising agencies are available to help marketers design Asian American
strategies.
Thus, Asian American market may constitute a marketers dream of a large,
lucrative and recession proof market Asian Americans have higher incomes and
because many are employed in a family business or in high tech fields, fewer are
unemployed.
Questions:
What cultural, personal social and psychological characteristics distinguish
the Asian American market?
Why are Asian-American more likely to buy high tech products?
Analyse Asian-American buying motives.