Andhra University 2004 M.B.A International keting - Question Paper

Test Papers of Andhra University SDE MBA (DM) - AMDM - 312 - International Marketing - 2004
Third Year

Time : 3 hours

Maximum : 75 marks

1. part A consists of 8 short ans ques.. The candidate has to ans 4 ques.. The ans shall not exceed one page every.
2. part B consists of 4 ques.. every ques. consists of either or options and the candidate has to ans either (a) or (b) from every ques.. The ans shall not exceed five pages every.
3. part C consists of Case which is compulsory and carries 15 marks.

part A - (4 x three = 12 marks)

1. Write briefly on any 4 of the following:

(a) Regional economic groups.
(b) International political system.
(c) Dumping
(d) International price discrimination.
(e) International market segmentation.
(f) Product adoption
(g) Bill of lading.
(h) Length of distribution.

part B-(4 x 12 = 48 marks)

2. (a) How you determine the need for international marketing to your firm?

Or

(b) elaborate the different social factors to be considered in internationalization of a domestic product?

3. (a) Critically evaluate the Export and Import policy of Indian government. What suggestions you make for improvement?

Or

(b) Identify and discuss different documents to be prepared in exporting goods from India.

4. (a) discuss any 4 product policies suitable for internationalization of domestic product.

Or

(b) Differentiate ranging from domestic distribution and international distribution systems.

5. (a) How do you segment and choose foreign markets for domestic product?

Or

(b) What is the process of conducting international marketing research?

part C - (15 marks)

Compulsory

6. Case

In 1985, Procter & Gamble (P & G) experienced a shock when its share of Japan's disposable diaper market which had been 90 percent, suddenly tumbled to seven percent. Local Japanese firms, after spending 2 years in marketing research, introduced new, improved products at lower prices, and best P & G at its own game.

Procter & Gamble's biggest shortcoming was in marketing research, where the company had failed to determine exactly what Japanese parents wanted for their babies. Japanese competitors had combined the new technology of high-absorbency and form-fitting design with low-cost manufacturing to produce improved and lower-priced diapers.

With only 30 percent of Japanese families using disposable diapers, the growth potential is enormous; the forecast for 1990 total market sales is $ 1.3 billion. P & G did eventually introduce improved products to recapture a portion of its lost market share through a heavy advertising blits and consumer promotions in which stuffed toys were provided away.

It appears that continued sales growth may require a drastic price reduction; P & G may have to live with smaller margins until it can decrease manufacturing costs. Marketers at P & G are considering the feasibility of transferring a few of their American promotions and advertising to the Japanese market place. The Pampers Baby Care magazine has been a novel and successful promotion that has helped to develop brand loyalty in America, and it might bridge the culture gap with only slight changes.

a different successful promotion for P & G has been obtaining the endorsement of the National Pedistric Nurses Association. Since the Japanese consumer demands quality and respects tech. skills, this may be a useful marketing tool for recapturing market share.

P & G has had a similar, although not as drastic, loss of its disposable diaper market share in the United States. As the baby boomers of the 1950s began having children the size of the market became irresistible and competitors began to introduce new, improved products. P & G's 66 percent share of the U.S. disposable diaper market in 1981 dropped to 45 percent in 1985.

In the disposable diaper market, where profits have been high for 25 years, giant Procter & Gamble apparently neither anticipated the new competition nor invested in product improvement or new production technology. The outcome has been a world wide loss of much of its market in less than 2 years. In Japan, the competition has left P & G far behind.

Questions:

(a)What cultural differences must be considered when introducing a product like disposable diapers in Japan?

(b) Evaluate the standardization/adaptation decision with respect to P & G's marketing strategy for disposable diapers.

(c) How can you discuss P & G's experience in 1985 in Japan-in other words, what went wrong?

(d) What kind of marketing research should P & G do as it prepares to enter other markets with its disposable diapers?

Earning:   Approval pending.