M.B.A. II (Semester IV) Examination, 2016
INTERNATIONAL BUSINESS
Group G (Paper III) International Marketing
Day and Date Monday, 5-12-2016 Total Marks 70
Time 10.30 a.m. to 1.30 p.m.
Instructions Question number 1 is compulsory.
Attempt any two questions from Q. Nos. 3 and 4.
Attempt any two questions from Q. Nos. 6 and 7.
1. Analyse the case.
Bharat Perfumes Ltd., a renowned company in India was manufacturing two
types of perfumes, one based on essential oils and the other alcohol based
perfumes. Perfumes were being exported to Middle East countries. Particularly
the essential oil traditional perfumes, also known as Attars, were directed on the
orthodox segment of the society. These customers believe in strong perfumes
with heavy smell. The perfumes, which were supplied to the customer, were
high priced, ranging from Rs. 40,000 to Rs. 50,000 a kilogram. Some special
perfumes were also sold at a much higher price ranging up to Rs. 4 lakh/kg.
These perfumes were in great demand by various sections of the society. The
other types of perfumes are alcohol based and were in the form of sprays with
very good packing and were sold in most of the modern stores. The company
was concentrating on both types of perfumes. There was more competition in
alcohol based western type of perfumes from the western countries and big
names English Leather, Yardley, Channel, etc.
The company started its business by sending its own sales representatives for
booking orders for both type of perfumes. The salesmen were able to procure a
few orders but these orders were not followed up by the customers. After every
few months the company had to send its representatives for booking fresh orders.
Their procedure was very cumbersome and a lot of expenses were involved. The
management then thought of appointing local dealers in foreign countries who
would book orders and send them to the company and charge a suitable
P.T.O.
Seat
No.
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commission. Another problem was that the customers did not retire some of the
consignments and heavy damages and other expenses were also incurred. If the
goods were not retired for a long time there were chances of them being spoiled
The company tried to negotiate this aspect with the local agents but no suitable
solution was coming forth. The company was keen to establish its business in
foreign countries and was looking for suitable selling strategy. 14
Analysis of the case.
Identification of the problem.
Suggest alternative solution.
Select best solution.
2. Short notes on (any two) 14
Does the role of promotion in the marketing mix vary from one country to the
next for the same product
In what ways can global brands and global advertising campaigns benefit a
company
What criteria should global marketers consider when making product design
decisions
3. Short notes on (any two) 14
Methods of determining transfer pricing.
What are the bases of global market segment
How does international marketing differ from domestic marketing
4. Short notes on (any two) 14
What are the three basic factors affecting price in any market
What strategies it take to be a successful exporter
What are the ways of global product positioning
5. Explain in detail the role and importance of different environmental factors in
international marketing. 14
6. Describe some of the analytical techniques used by global marketers. When is it
appropriate to use each technique 14
7. What are the alternative strategies for expanding internationally What are the
advantages and disadvantages of each strategy 14