Total No. of Questions 08] [Total No. of Pages 02
M.B.A. DEGREE EXAMINATION, MAY 2018
Third Year
D-INTERNATIONAL MANAGEMENT (Optional)
International Marketing
Time 3 Hours Maximum Marks :70
SECTION A
Answer any three questions. x 5 15)
Q1) Nature of International Marketing.
Monetary environment.
FTZs
International distribution and sales policy.
Marketing segmentation in international business.
International marketing planning.
SECTION B
Answer any three questions. x 15 45)
Q2) Explain scope and size of International markets.
Q3) Discuss the effect of socio-cultural environment on International business.
Q4) Explain factors effecting International business under economic environment.
Q5) Explain export documentation process in detail.
Q6) What is transfer pricing? Explain various methods of fixing transfer price.
Q7) Explain the role of International marketing research.
SECTION C
(Compulsory)
Q8) Case Study:
Women's individual sports, such as golf and tennis, have been successful for
many years. The same cannot be said for team sports. At least three attempts
have been made to establish women's basketball leagues. All have failed. So,
why would anyone try again?
Because the marketing environment has changed.
Women's collegiate sports programs have expanded tremendously in recent
years. This has produced a new generation of women athletes and fans. And, the
stunning success of women athletes at the 1996 Summer Olympic Games in
Atlanta added to this interest. The result is the formation of four new women's
professional leagues being formed since the Olympics.
One is the Women's National Basketball Association (WNBA). The tip-off of
the WNBA will be in June 1997. The league will consist of eight teams operated
by NBA teams in eight cities. The Western Conference includes the Los Angeles
Lakers, Phoenix Suns, Sacramento Kings, and Utah Jazz. The Eastern
Conference teams are the Charlotte Hornets, Cleveland Cavaliers, Houston
Rockets, and New York Knicks. The season begins after the NBA playoffs in
June and concludes with a championship game on August 30.
The WNBA is working hard to make the new league a success. It will advertise
during the NBA's regular season and playoff games. NBC, ESPN, and Lifetime
Television will each show one game each week. Four inaugural sponsors have
been secured: Lee Jeans, Champion, Anheuser-Busch, and Spalding Sports
Worldwide. Other sponsors will be added in the future. The sponsorship package
includes advertising during televised games and in WNBA print media, signage
in each arena, player appearances, and exclusive rights to the WNBA logo. Each
company will develop its own marketing campaign around the sponsorship
package.
Even with all of this marketing effort, everyone expects it to take time to get the
WNBA firmly established. Estimates are that initial attendance will average
about 4,000 per game. This is obviously well below the many thousands of fans
that attend most NBA games. As suggested by Brian Donlon, vice president of
new media and public affairs for Lifetime Television: "this is a slow build. While
there has been an explosion in the interest in women's sports, we are looking at
this as something we are in for the long haul."
Questions:
What trends in the marketing environment represent opportunities for the
WNBA?
What trends in the marketing environment represent threats to the WNBA?
Why would companies such as Lee Jeans, Champion, Anheuser-Busch, and
Spalding Sports Worldwide want to be sponsors of the WNBA?
What is your assessment of the marketing strategy for the WNBA? What
ideas do you have to improve the marketing strategy?