International Marketing-1A


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Assignment A

Q1. What is your interpretation of the term “climate for advertising”? What factors cause the climate for advertising to differ among countries? Select one foreign country and explain how the climate for advertising in that country is important to an exporter.

Q2. As an export marketer becomes more or less “permanent” in doing business in multi-foreign markets, it almost inevitably faces the issue of standardization vs. adaptation of its advertising program. Discuss what you consider to be the best approach for an exporter to follow.

Q3. For export packaging and branding considerations discuss how language may be significant, particularly to the multi-market exporter.

Q4. Is global branding limited to certain products, product classes, and/or companies, or can any company selling any product pursue global branding? Explain.

Q5. Write Short notes on

a)Glocalization vs. Globalization
b) E- Business & Digital Marketing
d) On line marketing in Global business
e) Importance of Integrated communication management

Assignment – B

Q1. Prepare an International Marketing Plan for an Exporter of Computer Software or Ready Made Garments (Men’s/Women’s) export to United States of America. Your answer should include:
a) How would you estimate market potential?
b) What would be your product strategy?
c) How would you find out marketing practices in that market?
d) What Inco terms and Terms of Payment you will use to price your product

A) You are the Assistant to CEO of a small textile firm that manufactures quality, premium priced, stylish clothing. The CEO has decided to see what the opportunities are for exporting and has asked you for advice as to the steps the company should take. What advice would you give the CEO?

B) Give examples of global market segments and companies that are marketing on that basis. Can small and medium-sized enterprises market successfully to such segments? Explain.

Q3. Select an industrially developed country (perhaps Japan or a European Country) and a relatively less developed country (perhaps a Latin American Or African country). Contrast the relative importance of the factors that should be taken into consideration by a foreign based manufacturer of a low unit-priced packaged good selling in both markets, when determining policy on selecting appropriate channels of distribution in those markets. In which case is the managerial decision easier to make? Discuss.

Assignment – C

1. Which of the following approaches to global branding is suitable for companies where the top executives have adequate brand knowledge and can formulate brand strategy?

a) Global brand manager

b) Business management team

c) Brand champion

d) Global brand team


2. In which of the following stages of product life cycle are promotional expenses at their highest?

a) Introduction

b) Growth

c) Maturity

d) Saturation


3. Which of the following can be explained as the distortion of decision-making in matters of economic significance?

a) Petty corruption

b) Head corruption

c) Base corruption

d) Grand corruption


4. Which of the following decisions is usually taken by the top management as they imply the overall allocation of the company’s resources?

a) Tactical

b) Operational

c) Strategic

d) Sales budgeting


5. Which of the following psychographic segments are “rooted to the past” and do not ever want to change?

a) Strivers

b) Adapters

c) Traditional

d) Achievers


6. Which of the following refers to brands that are so strong that a customer will not even consider using an alternative brand?

a) Strong brands

b) Powerful brands

c) Power brands

d) Influential brands

7. Which of the following usually provides information relating to environmental trends, demand patterns, competition, and the distribution network?

a) External data

b) Internal data

c) Primary data

d) Secondary data


8. Which of the following is the primary role of labeling?

a) Attracting customers’ attention

b) Making the product more convenient to carry

c) Providing information about the product

d) Differentiating the product from competitors’ products


9. ______________ help both buyers and sellers protect themselves against price and supply fluctuations?

a) Manufacturers

b) Distributors

c) Producers

d) Both b and c


10. For which of the following products does the buyer spend time and effort in planning and making purchase decisions?

a) Specialty products

b) Shopping products

c) Convenience products

d) Unsought products


11. Who among the following developed the ‘Five Forces Model’ for structural analysis of industry attractiveness to help managers analyze the business environment?

a) Michael J. Gelb

b) C. K. Prahalad

c) Richard B. Robinson

d) Michael E. Porter


12. Which of the following is readily available and cost effective?

a) Secondary data

b) External data

c) Primary data

d) Internal data



13. Which of the following entry modes into international market is more susceptible to environmental uncertainties and involves high risk?

a) High control

b) Shared ownership

c) Low control

d) Licensing


14. Which of the following is a paid form of non-personal communication about an organization or its product transmitted to a target audience through a mass/ broadcast medium?

a) Personal selling

b) Sales promotion

c) Public relations

d) Advertising


15. Which of the following can be defined as the value determination process for a product or a service?

a) Pricing

b) Valuation

c) Rating

d) Costing


16. Which of the following refers to a group of buyers in a market who are more conservative than the innovators and the early adopters in making purchase decisions, but less conservative than the late majority and laggards?

a) Early laggards

b) Early majority

c) Late minority

d) Late adopters


17. ___________ refers to the total market demand under optimal conditions.

a) Market share

b) Market value

c) Market performance

d) Product potential


18. __________ usually sticks to a brand or product but buys other brands at times.

a) Hard-core loyal

b) Switchers

c) Soft-core loyal

d) Both a and c



19. Which of the following strategies select target markets where the firm is least vulnerable to substitutes or where competitors are the weakest?

a) Differentiation strategy

b) Focus strategy

c) Cost leadership strategy

d) Promotion strategy


20. In ___________ people tend to have many connections but of shorter duration or for some specific reason.

a) High context cultures

b) Low context cultures

c) Feminine cultures

d) Masculine cultures


21. Which of the following strategies yields cost benefits and can easily secure economies of scale?

a) Standardization strategy

b) Adoption strategy

c) Customization strategy

d) Differentiation strategy


22. In which of the entry strategies to international markets, do pharmaceutical companies give the rights to use their method of producing a drug to a company in the host country for a royalty fee?

a) Mergers and acquisitions

b) Franchising

c) Direct exporting

d) Licensing


23. In which of the following does a firm give different in-house brand names to different types of merchandise?

a) Unbranded merchandise

b) Company name and individual brand names

c) Separate family names

d) Individual brand names


24. Because global firms do not have to develop a plan to address each and every local situation, these firms do not have to be cognizant of social responsibility in these areas.

a. True

b. False


25. International marketing attempts to satisfy the objectives of individuals and organizations.

a. True

b. False

26. Domestic activities alone can create new sources of growth and profit for a company.

a. True

b. False


27. World trade has forged a network of global linkages that bind us all – countries, institutions and individuals – much more closely than ever before.

a. True

b. False


28. It is fair to say that not many of the difficulties encountered in doing business internationally are marketing problems, but instead financial, research and staffing related.

a. True

b. False


29. Control mechanisms to implement an international marketing strategy include test affiliation, flotation of local currency, and restriction of channel flow in breakout markets.

a. True

b. False


30. Ongoing global technological marketing has:

a. processed a major linkage between governments.

b. direct effects on the efficiency and effectiveness of all business activities.

c. promoted synchopatriotic endeavors between institutions.

d. filtered non-responsive markets into cultural niche orientation.


31. The level of global investment is:

a. inversely proportional to that of local investment.

b. stimulates national taxes based on infrastructure dominance.

c. at an unprecedented high.

d. tapering off in aggregate amounts, fueled by local economic positions.


32. Those firms and industries that are not participating in the world market have to recognize that:

a. in today’s trade environment, isolation has become impossible.

b. their intolerance of cultural simplicity is antagonistic to customers.

c. producing more products will alienate international climates.

d. financial engineering is without dominance.


33. The definition of marketing as it relates to goods, services and ideas is:

a. different to each individual working on the project.

b. only meaningful if a company has a research department.

c. stagnant, offering only a small glimpse into the activities of a company.

d. the process of planning an executing the conception, pricing, promotions and distribution.

34. Which of the following is not considered one of the “four Ps of Marketing”?

a. Product

b. Profit

c. Promotion

d. Price


35. Regardless of the type of market one is planning to enter or to continue to operate within, the:

a. investment remains universal.

b. only changing dynamic is the staffing.

c. the marketing basics do not vary.

d. universally accepted formula of (P/x – y = 2a – x) pertains to all activities.


36. Which of the following are not included in the geographical dimension:

a. Climate Feature

b. Altitude

c. Humidity

d. Customs


37. Joint venture is one way of entering foreign market:

a. True

b. False


38. Modern era call centers are examples of :

a. Joint Venture

b. Wholly owned subsidiary

c. Counter Trade agreement

d. International subcontracting


39. Comparative Cost advantage is one of the most important theories of International business :

a. True

b. False


40. Bretten wood Systems is:

a. Fixed exchange rate system

b. Floating exchange rate system