Total No. of Questions—6] [Total No. of Printed Pages—3
Seat
No. [5368]-31
M.M.M. (III Sem.) EXAMINATION, 2018
301 INTERNATIONAL MARKETING
(2008 PATTERN)
Time Three Hours Maximum Marks 70
N.B. Question No. 6 is compulsory. (22 marks)
(ii Attempt any three questions out of remaining questions.
(16 marks each)
1. Explain various market entry strategies along with their merits and
demerits.
2. 'Global marketing environment affects International Marketing'. Do
you agree Justify your answer by giving suitable examples.
3. Explain various factors influencing International Pricing. Discuss various
International Pricing strategies.
4. What are the objectives of International Marketing Point out challenges
and opportunities in International Marketing.
5. Write short notes on (any two)
Global Advertising
Process of International Marketing Research
International Product Life Cycle
Underlying Forces of International Marketing.
[5368]-31 2
6. Case Study
The 'Sugandhi' incenses is a tiny unit located in Mysore, manufacturing
and selling agarbathies. It is owned and managed by Mr. Reddy
who has had only high school education. Through lot of experiments
Mr. Reddy developed a blend of incense which was introduced initially
as brand 'Bhagya'. Labelling was done in Kannada and English. 'Bhagya'
clicked well in the market as its price was a bit lower than the
other popular brands in the market. Encouraged by its success in
Mysore, the sale of 'Bhagya' was extended to all over Karnataka.
Recently, Mr. Shyam, son of Mr. Reddy, who completed his M.M.M.
Course joined the business. On his advice 'Sugandhi' introduced a
premium brand 'Sowbhagya'. Instead of a rectangular package of
a tubular package was used for 'Sowbhagya'. The new brand
also got good response from the market.
As a birthday presentation, Mr. Reddy sent 100 packets each of
'Bhagya' and 'Sowbhagya' to his good friend Mr. Nazeer, who was
working in Saudi Arabia. Two months later Mr. Reddy got a letter
of Mr. Nazeer. Mr. Nazeer distributed most of the agarbathies amongst
his friends in Saudi Arabia. He received good feedback from his
friends about both the brands of agarbathies. But some friends of
Mr. Nazeer found it difficult to pronounce and remember the brand
names 'Bhagya' and 'Sowbhagya'.
[5368]-31 3 P.T.O.
Mr. Nazeer suggested that Mr. Reddy could think of entering foreign
market. Mr. Reddy and his son Mr. Shyam got excited about selling
their products in foreign market. Mr. Shyam initiated a process
of developing International Marketing Plan.
Questions
Suggest suitable foreign market entry strategy for 'Sugandhi'
company.
Suggest product strategy including Brand, packaging and labelling
for the overseas market.
Design suitable distribution channel for 'Sugandhi' company for
International Marketing.