Post on 03-Apr-2018
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I N D I R A I N S T I T U T E O F M A N A G E M E N TSurvey No 85/5 A, Opp. Wakad Police Chowky
Katraj Dehu Road Bypass Highway, Tathawade, Pune 411 033.
INTERNAL EXAM - APRIL 2012
( 4 0 7 A ) INTERNATIONAL MARKETING
Course: MBAMKTG. Sem - IV Marks: 50 Time: 1 Hrs. Date: 10/04/12
Note: Solve any Five questions. All questions carry equal marks
Q1. Differentiate between Domestic Marketing & International Marketing. What are the
risks involved in IM.
Domestic
International
Research data is available in asingle language and is usuallyeasily accessed
Research data is generally inforeign languages and may beextremely difficult to obtain andinterpret
Business is transacted in asingle currency
Many currencies are involved,with wide exchange ratefluctuations
Head office employees willnormally possess detailedknowledge of the homemarket
Head office employees mightonly possess and outlineknowledge of the characteristicforeign markets
Promotional messages need
to consider just a singlenational culture
Numerous cultural differences
must be taken into account
Market segmentation occurswithin a single country
Market segments might bedefined across the same type ofconsumer in many different
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countries.
Domestic International
Communication and controlare immediate and direct
International communication andcontrol might be difficult
Business laws and regulationsare clearly understood
Foreign laws and regulationsmight not be clear
Business is conducted in asingle language
Multilingual communication isrequires
Business risks can usuallyidentified and assessed
Environments may be sounstable that it is extremelydifficult to identify and assessrisks
Planning and organizationalcontrol systems can be simpleand direct
The complexity of internationaltrade often necessitates theadoption of complex andsophisticated planning,organization and control systems
Risks involved:strategic Risk: These forces impact the competitiveness of a firm. Porter defines them as: threat of newentrants in the industry, threat of substitute goods and services, intensity of competition within the industry,bargaining power of suppliers, and bargaining power of consumers.
Operational Risk: This is caused by the assets and financial capital that aid in the day-to-day businessoperations. The breakdown of machineries, supply and demand of the resources and products, shortfall ofthe goods and services, lack of perfect logistic and inventory will lead to inefficiency of production
Political Risk: The political actions and instability may make it difficult for companies to operate efficiently inthese countries due to negative publicity and impact created by individuals in the top government.
Country Risk:Some of the country risks come from the governments' policies, economic conditions, security factors, andpolitical conditions.
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Technological Risk: Lack of security in electronic transactions, the cost of developing new technology, andthe fact that these new technology may fail
Environmental Risk: Air, water, and environmental pollution may affect the health of the citizens, and leadto public outcry of the citizens. These problems may also lead to damaging the reputation of thecompanies that do business in that area.
Economic Risk: This comes from the inability of a country to meet its financial obligations.
Financial Risk: This area is affected by the currency exchange rate, government flexibility in allowing thefirms to repatriate profits or funds outside the country.
Terrorism Risk: This Risks leads to potential hostile attitudes, sabotage of foreign companies and/orkidnapping of the employers and employees.
Q2. Discuss Porters Model on Competitive Advantage of Nations. Evaluate Indias
competitive advantage for Bicycles..
The Diamond Model of Michael Porter for the competitive advantage of Nations offers a model that can help
understand the comparative position of a nation in global competition. The model can also be used for majorgeographic regions.
Porter Diamond NationsAccording to Porter, as a rule competitive advantage of nations is the outcome of 4 interlinked advanced factorsand activities in and between companies in these clusters. These can be influenced in a pro-active way bygovernment.
PORTER argued that a nation can create new advanced factorendowments such as skilled labor, a strong technology andknowledge base, government support, and culture. PORTERused a diamond shaped diagram as a basis of a frameworkto illustrate the determinants of national advantage. Thediamond represents the national playing field that thecountries establish for their industries.
The points of the diamond are described as follows
1.FACTOR CONDITIONS-a country creates its own important factors such as skilledresources and technological base.-these factors are upgraded / deployed over time to meetthe demand.-local disadvantges force innovations. new methods andhence comparative advantage.
2.DEMAND CONDITIONS
-a more demanding local market leads to national advantage.-a strong trend setting local market helps local firms anticipateglobal trends.
3.RELATED AND SUPPORTING INDUSTRIES.-local competition creates innovations and cost effectiveness.-this also puts pressure on local suppliers to lift their game.
4.FIRM STRATEGY , STRUCTURE AND RIVALRY.-local conditions affect firm strategy.
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-local rivalry forces firm to move beyond basic advantages.
THE DIAMOND AS A SYSTEM
-the effect of one point depends on the others.-it is a self-reinforcing system.
THE ROLE OF THE GOVERNMENT IN THIS MODEL
-to encourage-to stimulate-to help to creategrowth in industries.
Q3. What are the major factors to be studied on International Environments? Do a
SWOT analysis of Bangladesh to identify opportunities.
mainly there are 2 types of factors affecting international business.
1) internal factors 2) external factors
1) internal factors:- internal factors of international business includes political
parties,suppliers,buyers,competitors and consumer of respective country.2) external factors:- external factors of international business are those where you need to examine the
whole crietari these are political environment,legal environment,socio-cultural environment,demographic
conditions of respective country.
Q4. What are the alternatives of entry in International markets? What recommendations
would you offer to following businesses?
a. Strawberries b. Nano- 4 wheeler manufacturer c. Insurance company
The market-entry technique that offers the lowest level of risk and the least market control is indirect export,
in which products are carried abroad by others. The firm is not engaging in international marketing and no
special activity is carried on within the firm
In direct exporting, the firm becomes directly involved in marketing its products in foreign markets, because
the firm itself performs the export task
Foreign manufacturing
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Under certain conditions, a firm may find it either impossible or undesirable to supply foreign marketsfrom domestic production sources.
Any of these conditions could force the firm to manufacture in foreign markets in order to sell there.
Positive factors can also induce the firm to produce abroad
Assembling
Assembling is a compromise between exporting and foreign manufacturing. The firm produces
domestically all or most of the components or ingredients of its product and ships them to foreignmarkets to be put together as a finished product.
Contract manufacturing
In contract manufacturing, the firms product is produced in the foreign market by local producer under
contract with the firm. Because the contract covers only manufacturing, marketing is handled by a
sales subsidiary of the firm which keeps the market control.
Licensing
Licensing is another way to enter a foreign market with a limited degree of risk. It differs from contract
manufacturing in that it is usually for a longer term and involves greater responsibilities for the local
producer.
Joint ventures
A partnership between host- and home-country firms is formed, usually resulting in the creation of a third
firm.
Direct investments
In this arrangement, the international firm makes a direct investment in a production unit in a foreign
market
Q5. How would you do overseas market research for following products?a. Diesel Engines b. Spices
Q6. List out the major elements for developing global strategies. Discuss the
importance of logistics for exports of poultry products.
Q7. Write short notes (Any two)
a. Risks in international marketing
Risks in international trade can be divided under several types, such as,
Economic risks
Risk of concession in economic control
Risk of insolvency of the buyer
Risk of non-acceptance
Risk of protracted default i.e. the failure of the buyer to pay off the due amount after six months of the
due date
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Risk of Exchange rate
Political risks
Risk of non- renewal of import and exports licenses
Risks due to war
Risk of the imposition of an import ban after the delivery of the goods
Surrendering of political sovereignty
Buyer Country risks
Changes in the policies of the government
Exchange control regulations
Lack of foreign currency
Trade embargoes
Commercial risk
A bank's lack of ability to honor its responsibilities
A buyer's failure pertaining to payment due to financial limitations
A seller's inability to provide the required quantity or quality of goods
Others Risks
Cultural differences e.g., some cultures consider the payment of an incentive to help trading is absolutely
lawful
Lack of knowledge of overseas markets
Language barriers
Inclination to corrupt business associates
Legal protection for breach of contract or non-payment is low
Effects of unpredictable business environment and fluctuating exchange rates
Sovereign risk - the ability of the government of a country to pay off its debts
Natural risk due to the various kinds natural catastrophes, which cannot be controlled
b. Role of ECGCc. Success of Japan in IMd. Export pricing
Price is an imp element of marketing mix. Developing a right pricing
strategy is critical to an organizations success. Price is a significant variable, as
in many cases; It is the main factor affecting consumer choice. Its significance is
further emphasized as it is only element of marketing mix that generatesrevenues.
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FACTORS DETERMINING
INTERNAL FACTORS
Costs
Objectives of the Firm
Product
Image of the Firm Promotional Firm
Product Life Cycle
EXTERNAL FACTORS
Competition
Demand
Consumers
Economic Conditions
Channel Intermediaries Market Opportunities
PRICING STRATEGIES
Skimming Pricing Strategy
Penetration Pricing Strategy
Probe Pricing Strategy
Follow the Leader Pricing Strategy
Differential Trade Margin Pricing Strategy
Standard Export Pricing Strategy
Differential pricing or different market Pricing Strategy Transfer Pricing Strategy
Trial Pricing Strategy
Flexible Pricing Strategy
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I N D I R A I N S T I T U T E O F M A N A G E M E N TSurvey No 85/5 A, Opp. Wakad Police Chowky
Katraj Dehu Road Bypass Highway, Tathawade, Pune 411 033.
INTERNAL EXAM - APRIL 2012
( 4 0 8 A ) VIRTUAL MARKETING
Course: MBAMKT. Sem - IV Marks: 50 Time: 1 Hrs. Date: 11/04/12
#Attempt any 5 questions.#All questions carry equal marks.
1. Define e-Business, and its importance.
E-business (electronic business) is the conducting of business on the Internet,
not only buying and selling but also servicing customers and collaborating
with business partners.
The processes and tools that allow an organization to use Internet-based
technologies and infrastructure, both internally and externally, to conduct
day to day business process operations.
Stands for electronic business and refers to any kind of sales, services,
purchasing or commerce on the Internet.
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2. Differentiate between Virtual Marketing and Traditional Marketing.
3. Explain Data warehousing and Data Mining. Identify the differences between
them.
Data mining
a. Uses algorithms and statistical tools to find patterns in data gathered from
customer visits
b. Costly and time consuming to go through large amounts of data manually
c. Use data-mining to analyze trends within their companies or in the
marketplace
d. Uncovered patterns can improve CRM and marketing campaigns
e. Discover a need for new or improved services or products by studying the
patterns of customers purchases
Data Warehousing:
A data warehouse is
-subject-oriented,
-integrated,
-time-variant,
-nonvolatile
collection of data in support of managements
decision making process.
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Data warehouse is organized around subjects such as sales,product,customer.
It focuses on modeling and analysis of data for decision makers.
Excludes data not useful in decision support process.
Data Warehouse is constructed by integrating multiple heterogeneous sources.
Data Preprocessing are applied to ensure consistency.
Provides information from historical perspective e.g. past 5-10 years
Every key structure contains either implicitly or explicitly an element of time
Need for Data Warehousing
Industry has huge amount of operational data
Knowledge worker wants to turn this data into useful information.
This information is used by them to support strategic decision making .
From business perspective
-it is latest marketing weapon
-helps to keep customers by learning more about their needs .
-valuable tool in todays competitive fast evolving world.
4. Explain in detail Internet Marketing Mix?
5. Describe the role of mobile phones in Virtual marketing.
6. Write in brief Consumer behaviors on the internet
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7. Explain the pessimistic factors in online shopping.
8. Short Notes (Write any two):-
a. eCRM.
b. E-CRM is:
ApplyingInternet and other digital technology (web, e-mail, wireless,
iTV, databases) to acquire and retain customers (through a multi-
channel buying process and customer lifecycle) byimproving customer
knowledge, targeting,service delivery and satisfaction
eCRM is the application of CRM to an e-business strategy
Includes the personalization and customization of customers experiences
and interactions with the e-business
Relationship between merchant and customers is distant
Less expensive to keep customers than to acquire new ones
Repeat customers have higherlifetime value than one-time buyers
A customers lifetime value is the expected amount of profit derived from a
customer over a designated length of time
Evaluate the potential to profit from a customer
Employ tracking devices
Personalize each visitors experience
Find trends in customer use
Measure the effectiveness of a Web site over time
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ID cards
An ID card enables information to be sent to your computer from a
Web site such as the numerical address of your PC on the Internet,
your browser and your operating system
Click-through banner advertisements
Click-through advertisements enable visitors to view a service or
product by clicking the advertisement
Advertisers can learn what sites generate sales
c. Intranet.
An intranet is acomputer networkthat usesInternet Protocoltechnology to share information,
operational systems, or computing services within an organization.
In many organizations, intranets are protected from unauthorized external access by means of a
networkgatewayandfirewall.
Benefits
Workforce productivity: Intranets can help users to locate and view information faster and use
applications relevant to their roles and responsibilities.
Time: Intranets allow organizations to distribute information to employees on an as-neededbasis;
Communication: Intranets can serve as powerful tools for communication within an organization, vertically
strategic initiatives that have a global reach throughout the organization.
Web publishing allows cumbersome corporate knowledge to be maintained and easily accessed
throughout the company.
Business operations and management: Intranets are also being used as a platform for developing anddeploying applications to support business operations and decisions across the internetworked enterprise.
Cost-effective: Users can view information and data via web-browser rather than maintaining physical
documents such as procedure manuals, internal phone list and requisition forms. This can potentially save
the business money on printing, duplicating documents, and the environment as well as document
maintenance overhead. Enhance collaboration: Information is easily accessible by all authorised users,
which enables teamwork.
Cross-platform capability: Standards-compliant web browsers are available for Windows, Mac, and UNIX.
http://en.wikipedia.org/wiki/Computer_networkhttp://en.wikipedia.org/wiki/Computer_networkhttp://en.wikipedia.org/wiki/Computer_networkhttp://en.wikipedia.org/wiki/Internet_Protocolhttp://en.wikipedia.org/wiki/Internet_Protocolhttp://en.wikipedia.org/wiki/Internet_Protocolhttp://en.wikipedia.org/wiki/Gateway_(telecommunications)http://en.wikipedia.org/wiki/Gateway_(telecommunications)http://en.wikipedia.org/wiki/Gateway_(telecommunications)http://en.wikipedia.org/wiki/Firewall_(networking)http://en.wikipedia.org/wiki/Firewall_(networking)http://en.wikipedia.org/wiki/Firewall_(networking)http://en.wikipedia.org/wiki/Firewall_(networking)http://en.wikipedia.org/wiki/Gateway_(telecommunications)http://en.wikipedia.org/wiki/Internet_Protocolhttp://en.wikipedia.org/wiki/Computer_network7/28/2019 Mba - II Master
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Promote common corporate culture: Every user has the ability to view the same information within the
Intranet.
Immediate updates: When dealing with the public in any capacity, laws, specifications, and parameters
can change. Intranets make it possible to provide your audience with "live" changes so they are kept up-to-
date, which can limit a company's liability.
d. Portals
e. e - Payment system.
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I N D I R A I N S T I T U T E O F M A N A G E M E N TSurvey No 85/5 A, Opp. Wakad Police Chowky
Katraj Dehu Road Bypass Highway, Tathawade, Pune 411 033.
INTERNAL EXAM - APRIL 2012
( 4 0 4 A ) SERVICES MARKETING
Course: MBAMKTG. Sem - IV Marks: 70 Time: 2 Hrs. Date: 5/04/12
#Question No. 1 is compulsory#Solve any 4 questions from the remaining.
1.Motivating Employees to Care for the Customer: The Case of Hospitals
Hospital patients have enough problems with their illness not to confront poor service as well. Dr. Damle, Dean of
Om Multispecialty Hospital, underscored the problem. Whether the physician, the house staff or the nurse, the waiter,
x-ray or emergency room, the admitting clerk is rude; the maid who bumps the bed while cleaning: the parking-lot
attendant who is less than helpful when the lot is full; the cafeteria that turns away visitors; the pharmacy that has
limited hours for outpatients - all of this suggests that hospitals operate for their own convenience and not that of the
patient, his family and friends.
Hospitals today are turning to guest-room programs to train and motivate Physicians, nurses and other employees in
hospitality. Om Multispecialty Hospital is among the latest of several hospitals to add a further wrinkle-a guaranteed
services program. Om Multispecialty set up a fund of Rs.5, 00,000 out of which they pay patients who have a justifiedcomplaint ranging from cold food to overlong waits in the emergency room. The hook is that any money not paid out
of the fund at the end of the year is divided among the hospitals employees. This plan has added a tremendous
incentive for the staff to treat the patients well. There are fifty employees and no patients have to be paid by the end of
the year, each employee gets an Rs.10, 000 as bonus. In the first six months, the hospital had to pay out only Rs.9, 000
to patients.
Questions:
i. Explain the role of service employees in achieving better customer satisfaction in Hospital Marketing. (5)ii. Discuss the concept of Service Profit Chain with the help ofabove mentioned example. (4)
iii. Discuss the important issues related to Hospital/Healthcare marketing. (5)
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2. Discuss the difference between Goods & Services. Also explain unique features of services and challenges inmarketing of services due to these features.
3. Customers of services do not change brand frequently as compared to that of Goods. Do you agree with thisstatement? Justify your answer.
4. Explain SERVQVAL model of service quality.
5. Customers of services do not change brand frequently as compared to that of Goods. Do you agree with thisstatement? Justify your answer.
6. What is service blueprinting? Explain the concept with suitable examples.
7. Write short notes on (Any Two) :a. The role & importance of Physical Evidence in Services Marketing.b. Pricing of Services.c. Services Marketing Triangle.d. Explain the techniques to manage demand variations in Public Transport Services.
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I N D I R A I N S T I T U T E O F M A N A G E M E N TSurvey No 85/5 A, Opp. Wakad Police Chowky
Katraj Dehu Road Bypass Highway, Tathawade, Pune 411 033.
INTERNAL EXAM - APRIL 2012
( 4 0 5 A ) MARKETING STRATEGY & RELATIONSHIP MARKETING
Course: MBAMKTG. Sem - IV Marks: 70 Time: 2 Hrs. Date: 6/04/12
# Attempt any four questions.
#All questions carry equal marks
QI) Write short notes on any two:
a) Competitor Analysis.
b) Customer Analysis.
c) Sales & Profitability analysis.
Q2) "Differentiation strategies are useful in obtaining sustainable competitive
advantage". Explain it with the help of appropriate examples.
Q3) Explain the concepts of database, data warehousing and data mining. Is
customer database marketing really profitable to a small scale firm engaged in
marketing consumer products?
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Q4) "Relationship Marketing holds the key to competitive edge. The essence of
Relationship marketing lies in the firm creating a strong group of loyal
customers"- Comment.
Q5) State the differences between consumer goods markets and industrial goods
markets. What marketing strategy would you adopt for marketing industrialgoods? Explain with examples.
Q6) Write short notes on any two:
a) Paradigm shift in marketing.
b) Customer acquisition Vs Customer retention.
c) IT enabled RM.
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I N D I R A I N S T I T U T E O F M A N A G E M E N TSurvey No 85/5 A, Opp. Wakad Police Chowky
Katraj Dehu Road Bypass Highway, Tathawade, Pune 411 033.
INTERNAL EXAM - APRIL 2012
( 4 0 6 A ) P R O D U C T & B R A N D M A N A G E M E N T
Course: MBAMKTG. Sem - IV Marks: 70 Time: 2 Hrs. Date: 09/04/12
# Attempt any four questions.# All questions carry equal marks
Q1) Discuss the process of New Product Development.
Q2) Describe brand elements of
a) Coke.
b) Dove.
Q3) Brand is built in the minds of people. Do you agree? Explain this in
context to "DLF IPL".
Q4) Describe Brand Extension at length with proper illustrations.
Q5) What is brand endorsement? Explain role of celebrities in endorsing the
brand.
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Q6) Write Short Notes on - (Any 2):
a) Augmented Product
b) Product-Mix
c) Co-branding.
d) Factors influencing design of the product.
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