Acharya Nagarjuna University (ANU) 2006 M.B.A Business Administration - III - INTERNATIONAL KETING - Question Paper

M.B.A.(Third) DEGREE EXAMINATION, MAY 2006
(D-INTERNATIONAL MANAGEMENT )
PAPER - III - INTERNATIONAL MARKETING

Time: 3 hours Maximum: 75 marks

part A - (3 X five = 15 marks)
ans any 3 ques.

1. (a) Distinguish ranging from International Trade and International Marketing.
(b) discuss Process of Internationalisation.
(c) describe Political Risk.
(d) elaborate the characteristics of culture?
(e) What do you mean by dual adaptation?
(f) elaborate the major challenges to International Marketing Research?

part B - (3 X 15 = 45 marks)
ans any 3 ques.

2. “International Marketing has become indispensable in the economic development of a developing country”. Comment with respect to the Indian Situation.

3. elaborate trade barriers? discuss these in detail with examples from the Indian scenario.

4. discuss the concept of FTZs and identify the constraints in their effective operation.

5. define briefly IPLC theory and its marketing implications.

6. discuss the criteria for selection of distributors in international markets.

7. discuss segmentation of international markets on the basis of marketing opportunities.

part C ( one X 15 = 15 marks)
(Compulsory)

8. Case:

McDonald’s Adapting to Cross-border Culture.

The foreign operations of McDonald’s, 1 of the leading restaurant chains at the global level, witnessed very fast growth since 1980, and especially during 1990s. There are a host of factors behind the rapid growth. However, it is McDonald’s effort to adapt to the host country culture that is the most important factor. It is a well established fact that consumers in the host country would desire that a foreign firm entering their country should not undermine the local culture, tastes, and beliefs. If it does it, they will resist its entry. Perhaps this was the cause that the begin of McDonald’s was a bit late because their architecture did not conform to the local one. Similarly, in India, where the majority of population is Hindu and the Hindu religion does not permit eating of beef, McDonald’s had to change the main component of their hamburger from beef to mutton. Only then, were they able to flourish in India and compete with the local fast food chains. Similarly, 1 of the reasons McDonald’s succeeded in Quebec, Canada, is that they have replaced their menu to suit the local population. The give cheese curds and hot gravy along with French fries, which is similar to a local dish called poutine.

Yet again, in Israel, where the local population prefers that food should be prepared according to Jewish salary laws, McDonald’s effort to was to change the menu according to the requirements of the local food dish Jews dislike mixing of meat products with dairy products. As a result, McDonald’s did not go for other hamburgers, rather, they preferred to serve fast food, cheeseburgers, and milkshake.

Sources: The New York Times, April 16, 1993; Business Week, March 1, 1993; Wall Street Journal, March 8, 1990.

Questions:
(a) Is it actual to say that McDonald’s prefer to transplant its home-country culture in various host countries?
(b) Why did McDonald’s adapt their product in India?
(c) Are India and Israel diverse in respect of culture?

Earning:   Approval pending.