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Ms-64 question Bank

Ms-64 question Bank (5)

Ms-64 question Bank

June, 2010

Ms-64 : International Marketing


1(a) Why has there been such an increase in interest by business firms in international marketing ? Will this continue to increase ? Why, or why not ?

(b) What is the basic objective of setting up of Export Promotion Councils ? Explain their major functions.

2(a) Explain the meaning of the following statement : 'If a company is to be successful in foreign markets, it's management must have a good understanding of all aspects of the environment within which it will be operating'.

(b) Explain the following Incoterms with the help of examples :

(i) Ex-works

(ii) CIF

(iii) DDP

3. (a) Explain the alternative product -communication strategies available to an international marketer.

(b) Outline the procedure for conducting International Marketing Research, giving suitable examples.

4. Write short notes on any three of the following :

(a) Regional Economic Groupings

(b) Commercial Invoice and Proforma Invoice

(c) International media strategy Containerizations

(d) Transfer pricing


5. Study the case given below and answer the questions given at the end.


The annual planning process was well under way  at the Mumbai headquarters of Star Engineering. In two week's time the final international marketing plan must be presented to the board of directors. Star Engineering was established in 1950. It had grown from a local to a regional and then a national company. In the 1980s the company became active in exporting. It had been particularly successful in the Middle East and in South East Asia. Competition was particularly strong in the United States and in Japan. Because of this,  star had, in the past, made a policy decision to avoid entering these two markets. Star  currently has 65 percent of the Indian market, in total worth $200 million. In the middle East, it has 20 percent of a market worth approximately $100 million, while in South East Asia it has 25 percent of a market worth $ 180 million. The main strategic thrust of the planning process this year is an expressed corporate aim to move towards world leadership, or, as the company chairman preferred to call it, to become the world star, instead of a rather modest world player. Company sales turnover last year had grown by only 1 percent, to $ 210 million. The world recession impacted particularly severely on the civil engineering industry, Star's main customer group, so in all the circumstances a 1 percent increase was a very creditable performance. Net profits, on the other hand, were reduced by 11 percent to $ 16 million. During the late 1990s Star Engineering began a process of becoming a more international company. Initially all non-Indian sales came from exporting. However, sales offices were set up in Dubai and Singapore. Later, a distribution depot was established in Singapore. This helped sales through improved customer services and the reassurance to customers created by Star's tangible presence. In the future the company intends to manufacture in several other sites in addition to India. This would create some benefits for Star's international performance, but would also involve increased risks, particularly those created by political change. The company needs to develop a more international marketing culture. Currently, it is unsure how to proceed ?

Questions :

(a) Discuss the marketing implications of the process of increased international involvement of Star Engineering.

(b) Comment upon the cultural implications of the proposed organizational change.

(c) What approach would you propose to Star Engineering for evaluating existing and new overseas markets given its existing level of expertise and involvement ?

June, 2011

Ms- 64 : International Marketing


1.  (a) What are the reasons for a firm entering into international markets ? Discuss giving

suitable examples.

(b) In the context of international marketing, do you think that the political risk would be country specific or firm specific or both ? Elaborate.

2.  (a) Explain the modus operandi of a letter of credit in international transactions.

(b) 'An international marketer has to find out a trade-off between standardized and customized products as it is difficult to evolve a global product'. Do you agree with the above statement ? Justify your answer with suitable examples.

3.  (a) Now do media options available to international marketers vary across regions ? Discuss with the help of examples.

(b) With the help of examples, explain how a marketer can use "country attractiveness competitive strengths" matrix to define the direction of growth of the organisation.

4.  Write short notes on any three of the following :

(a)  Scope of international marketing research

(b)  Incoterms

(c)  Deemed exports

(d)  Decision areas in strategic planning for international marketing

(e)  Transfer pricing


5.  Study the case given below and answer the questions given at the end.


Hi-Fashion Ltd. is a small  scale  manufacturer of high quality fashion garments. Its annual sales is Rs 35 million, mostly in a few major cities in India. It does not have its own distribution outlets but markets its products under its own brand name through selected retailers. Domestic market for fashion garments is fairly limited and also does not offer any. Substantial growth in the immediate future The proprietor of Hi-Fashion Ltd. is considering to enter international markets. He undertook a market survey and found that European Union (EU) is the most lucrative apparel market in the world and has following characteristics.

(i)  EU wages and fringe benefits are very high and hence its apparel industry is mainly dependent on import from developing countries.

(ii)  Packaging is of concern to them and hence exporters have to modify the packing or descriptive text on them

(iii)  Retail mark ups are high

(iv)  Two seasons are there in which buying takes place in EU-summers and winters. Six months advance buying is a norm for meeting season requirements.

(v)  There are apparel chains spread out in EU.

Questions :

(a)  What alternative market entry strategies can be used by Hi-Fashion Ltd. ?

(b)  Discuss the importance of study of cultural factors for Hi-Fashion Ltd.

(c)  What kind of assistance can Hi-Fashion Ltd. get from different institutions in India

December, 2011

Ms-64 : International Marketing


1. (a) Describe the differences between ethnocentric, polycentric, regiocentric, and geocentric orientations. How do these orientations affect international marketing practices ?

(b) Differentiate between various types of Regional Economic Groupings giving suitable examples.

2. (a) One of your friends has approached you for guidance on his plan to export frozen fruits and vegetables. Explain to him about the institutional support available to facilitate

his export efforts.

(b) Explain various elements of cost used in preparing an export pricing quotation.

3. (a)  You have received an export order for export of bicycles to Cambodia. Discuss the

steps that you will take to execute the export order.

(b)  'Conducting marketing research across different parts of the globe poses different issues and challenges.' Do you agree with the statement ? Justify your answer with the help of suitable examples.

4. Write short notes on any Three  of the following :

(a) International marketing control.

(b) Media strategy for international markets

(c) Managing political risk

(d) IBRD

(e) Bill of Lading


5.  Study the case given below and answer the questions given at the end.

The Global Expansion of subway Restaurants. The subway story began in 1965 when Dr. Peter Buck loaned Fred Deluca USD $1,000 to open a sandwich shop in Bridgeport, U.S.A. Since that time, subway sandwich shops has grown to more than 32,000 restaurants in 90 countries makingits founder a bilionaire. Subway remains a 100 percent franchised organisation and all subway restaurants are individually owned and operated. More than 7,500 subway stores have opened outside the United States, including developing nations like India, Croatia and China. Initially subway did not seek to expand

internationally, but when an entrepreneur from Bahrain approached the company about opening a sandwich shop on the Persian Gulf Island, Subway decided to accept the challenge of global expansion. Expanding a food venture into a foreign country involves many issues, such as finding quality supplies for use in making sandwiches. Subway insists on a "gold standard of quality" when adapting to international environments. To properly train new Franchise owners in locations around the globe, subway has to adopt to different languages and cultures. When it enters a new market, the primary issues it faces are building brand awareness and learning about potential customer's eating preferences and customs. Subway has positioned its menu as a more health-conscious choice.

Questions :-

(a) Is Subway's health-conscious positioning the best promotional platform to expand stores internationally ? Why or why not ?

(b) What are some advantages and disadvantages of using franchised owner-operators to expand internationally ?

(c) Would you recommend product standardisation or adaptation strategy to the company for its Indian Operations ? Justify your choice.

(d) How important is it for subway to study the cultural factors in India ? Explain giving

suitable examples. 

December 2012

Ms-64 : International Marketing


1.  Differentiate between the following:

(a)  Ethnocentric and Geocentric Orientations.

(b)  Customs Union and Common Market.

(c)  Commercial Invoice and Proforma Invoice.

(d)  Domestic Planning and International Planning.

2.  (a)  Enumerate the elements that make up culture. Why is an understanding of different cultures important to an international marketing manager?

(b)  With the help of examples explain the alternative  product-communication strategies available to an international marketer.

3.  (a)  What is containerization? Discuss the advantages offered by containerization in

international logistics.

(b)  Briefly explain the components of international advertising strategy. Discuss the advantages and disadvantages of standardization of international advertising programme of a Multinational Company.

4.  Write short notes on any three of the following :

(a)  Modes of entry into international markets.

(b)  Bill of Lading.

(c)  Transfer Pricing.

(d)  Export Promotion Councils.

(e)  International Product Life Cycle.


5.  (a)  Explain the basic steps in international marketing research process. Select an industrialized country and a least developed country and state how conducting marketing research would be different in the two ?

(b)  You have to export a machine from a manufacturing unit in Mumbai to London. Assuming that the export is by sea, explain the effects of terms of delivery on the price to be quoted. You may take hypothetical figures for various cost components. 

June, 2013

Ms-64 : International Marketing


1. (a) What are the economic and non - economic reasons that a firm considers for entering International Markets ? Explain.

(b) What are the different forms of Regional Economic Groupings for trade cooperation ? Give examples to illustrate your answer.

2. Discuss in brief the conceptual framework of Global Marketing. What are the different phases involved ? Give a brief explanation of each phase involved, with examples.

3. (a) Briefly explain the important contract terms (INCOTERMS) as defined by International Chamber of Commerce at the time of making an export contract.

(b) Discuss the various elements of Culture of Concern to International Marketer.

4. Write short notes on any three of the following :

(a) Role of World Bank

(b) Developments in International Monetary System

(c) Letter of Credit

(d) International Product Policy

(e) Techniques of International Marketing Research.



5. A manufacturer of Handloom products is planning to enter international markets. He has a well established domestic business and wants to go overseas. Discuss :

(a) The ways in which he can go International.

(b) What environmental analysis he has to undertake to understand the overseas markets ?

(c) The organisations he can approach which can guide him and facilitate his export efforts.

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