Download GTU (Gujarat Technological University) MBA 2019 Winter 3rd Sem 1539312 Global Marketing And Communication Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (IB) ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 1539312 Date:03/12/2019
Subject Name: Global Marketing and Communication
Time: 10:30 Am to 1:30 Pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Definitions
(a) Export price escalation
(b) Gray Market Goods
(c) predatory dumping
(d) Supercenters
(e) Advertising Adaptation
(f) Piggybacking
(g) Offset
14
Q.2 (a) Describe the four basic strategies in the product/ market growth
matrix. Explain how a financial institution may use these
strategies to grow its global business
07
(b) Selection of a market entry mode is the key decision companies
have to take while expanding into overseas markets because it
involves risk and a certain level of control. Explain how risk and
control are affected by different entry methods.
07
OR
(b)
Discuss various drivers of International Market Development.
07
Q.3 (a) Discuss Maslow?s Needs Hierarchy which helps marketers
understand how & why local products go beyond the home-
country.
07
(b) If you were responsible for marketing to a new and potentially
lucrative customer, would you lower the price to make it
attractive or maintain the usual price? Should you choose to
maintain the existing price, how would you justify the pricing
using a target costing approach, cost plus pricing and value based
pricing
07
OR
Q.3 (a)
What is difference among ethnocentric, polycentric, and geocentric
pricing strategies? Which would you recommend to a company that has
global market aspirations?
07
(b) Distinguish between direct and indirect distribution channels in
International markets.
07
Q.4 (a) Compare and contrast the difference forms of countertrade 07
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (IB) ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 1539312 Date:03/12/2019
Subject Name: Global Marketing and Communication
Time: 10:30 Am to 1:30 Pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Definitions
(a) Export price escalation
(b) Gray Market Goods
(c) predatory dumping
(d) Supercenters
(e) Advertising Adaptation
(f) Piggybacking
(g) Offset
14
Q.2 (a) Describe the four basic strategies in the product/ market growth
matrix. Explain how a financial institution may use these
strategies to grow its global business
07
(b) Selection of a market entry mode is the key decision companies
have to take while expanding into overseas markets because it
involves risk and a certain level of control. Explain how risk and
control are affected by different entry methods.
07
OR
(b)
Discuss various drivers of International Market Development.
07
Q.3 (a) Discuss Maslow?s Needs Hierarchy which helps marketers
understand how & why local products go beyond the home-
country.
07
(b) If you were responsible for marketing to a new and potentially
lucrative customer, would you lower the price to make it
attractive or maintain the usual price? Should you choose to
maintain the existing price, how would you justify the pricing
using a target costing approach, cost plus pricing and value based
pricing
07
OR
Q.3 (a)
What is difference among ethnocentric, polycentric, and geocentric
pricing strategies? Which would you recommend to a company that has
global market aspirations?
07
(b) Distinguish between direct and indirect distribution channels in
International markets.
07
Q.4 (a) Compare and contrast the difference forms of countertrade 07
Page 2 of 3
(b) Describe the mechanisms involved in establishing channel
design and working with intermediaries.
07
OR
Q.4 (a) In Marketing Communication Strategies, Push Strategy and pull
strategy are effective and ineffective under some situation.
Discuss.
07
(b) Describe the factors Influencing Communication Mix for an
International Market
07
Q.5
Case Study:
History Zippo (www.zippo.com) was founded in Bradford,
Pennsylvania, in 1932 when george g. Blaisdell decided to create a lighter
that would look good and be easy to use. Blaisdell obtained the rights for
an Austrian windproof lighter with a removable top, and redesigned it to
his own requirements. He made the case rectangular, attached the lid to
the bottom with a welded hinge and surrounded the wick with a wind
hood. Fascinated by the sound of the name of another recent invention,
the zipper, Blaisdell called his new lighter ?Zippo?, and backed it with a
lifetime guarantee. The 80yearold brand?s fame took off during World
War II, when Zippo?s entire production was distributed through
commercial outlets run by the US military. Zippo?s current business
model By June 2012 Zippo had produced over 500 million windproof
lighters since its founding in 1932. Except for improvements in the flint
wheel and modifications in case finishes, Blaisdell?s original design
remains virtually unchanged. The lifetime guarantee that accompanies
every Zippo lighter still guarantees that ?It works or we fix it free.
Although the windproof lighter is the most popular Zippo product, Zippo
has been hurt by antismoking campaigns. Its business is fundamentally
tied to smokers and it has suffered from US tobacco regulations. Cigarette
makers order thousands of Zippos to promote their brands, distributing
them to smokers in exchange for coupons. Due to significant decrease in
sales from 18 million lighters a year in the mid1990s to about 12 million
lighters in 2011, combined with increasing pressure on people not to
smoke, Zippo decided to try offering a wider variety of products using
Zippo brands, such as watches, leisure clothing and eau de cologne. At
the same time, Zippo has expanded its sales operations nationally and
internationally through a wide network of sales representatives. In more
than 120 countries throughout the world Zippo is synonymous with US
made quality and craftsmanship. Zippo windproof lighters enjoy a
widespread and enviable reputation as valuable collectibles. The
company produces the Zippo Lighter Collectors? Guide, containing
illustrations of the lighters and Source: reprinted by permission of
Source: reprinted by permission of Zippo Manufacturing Company.
Zippo Manufacturing Company descriptions of the series, as well as an
explanation of the date code found on the bottom of every Zippo lighter.
Clubs for lighter collectors have been organized in the Uk, Italy,
Switzerland, Germany, Japan and the US. Zippo also sponsors its own
collectors? club, Zippo Click.
(a) What are the pros and cons of the product diversification strategy that
Zippo has been following recently?
07
(b) What obstacles would Zippo Manufacturing Company face if it
repeated the outdoor campaign in other countries?
07
OR
FirstRanker.com - FirstRanker's Choice
Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (IB) ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 1539312 Date:03/12/2019
Subject Name: Global Marketing and Communication
Time: 10:30 Am to 1:30 Pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Definitions
(a) Export price escalation
(b) Gray Market Goods
(c) predatory dumping
(d) Supercenters
(e) Advertising Adaptation
(f) Piggybacking
(g) Offset
14
Q.2 (a) Describe the four basic strategies in the product/ market growth
matrix. Explain how a financial institution may use these
strategies to grow its global business
07
(b) Selection of a market entry mode is the key decision companies
have to take while expanding into overseas markets because it
involves risk and a certain level of control. Explain how risk and
control are affected by different entry methods.
07
OR
(b)
Discuss various drivers of International Market Development.
07
Q.3 (a) Discuss Maslow?s Needs Hierarchy which helps marketers
understand how & why local products go beyond the home-
country.
07
(b) If you were responsible for marketing to a new and potentially
lucrative customer, would you lower the price to make it
attractive or maintain the usual price? Should you choose to
maintain the existing price, how would you justify the pricing
using a target costing approach, cost plus pricing and value based
pricing
07
OR
Q.3 (a)
What is difference among ethnocentric, polycentric, and geocentric
pricing strategies? Which would you recommend to a company that has
global market aspirations?
07
(b) Distinguish between direct and indirect distribution channels in
International markets.
07
Q.4 (a) Compare and contrast the difference forms of countertrade 07
Page 2 of 3
(b) Describe the mechanisms involved in establishing channel
design and working with intermediaries.
07
OR
Q.4 (a) In Marketing Communication Strategies, Push Strategy and pull
strategy are effective and ineffective under some situation.
Discuss.
07
(b) Describe the factors Influencing Communication Mix for an
International Market
07
Q.5
Case Study:
History Zippo (www.zippo.com) was founded in Bradford,
Pennsylvania, in 1932 when george g. Blaisdell decided to create a lighter
that would look good and be easy to use. Blaisdell obtained the rights for
an Austrian windproof lighter with a removable top, and redesigned it to
his own requirements. He made the case rectangular, attached the lid to
the bottom with a welded hinge and surrounded the wick with a wind
hood. Fascinated by the sound of the name of another recent invention,
the zipper, Blaisdell called his new lighter ?Zippo?, and backed it with a
lifetime guarantee. The 80yearold brand?s fame took off during World
War II, when Zippo?s entire production was distributed through
commercial outlets run by the US military. Zippo?s current business
model By June 2012 Zippo had produced over 500 million windproof
lighters since its founding in 1932. Except for improvements in the flint
wheel and modifications in case finishes, Blaisdell?s original design
remains virtually unchanged. The lifetime guarantee that accompanies
every Zippo lighter still guarantees that ?It works or we fix it free.
Although the windproof lighter is the most popular Zippo product, Zippo
has been hurt by antismoking campaigns. Its business is fundamentally
tied to smokers and it has suffered from US tobacco regulations. Cigarette
makers order thousands of Zippos to promote their brands, distributing
them to smokers in exchange for coupons. Due to significant decrease in
sales from 18 million lighters a year in the mid1990s to about 12 million
lighters in 2011, combined with increasing pressure on people not to
smoke, Zippo decided to try offering a wider variety of products using
Zippo brands, such as watches, leisure clothing and eau de cologne. At
the same time, Zippo has expanded its sales operations nationally and
internationally through a wide network of sales representatives. In more
than 120 countries throughout the world Zippo is synonymous with US
made quality and craftsmanship. Zippo windproof lighters enjoy a
widespread and enviable reputation as valuable collectibles. The
company produces the Zippo Lighter Collectors? Guide, containing
illustrations of the lighters and Source: reprinted by permission of
Source: reprinted by permission of Zippo Manufacturing Company.
Zippo Manufacturing Company descriptions of the series, as well as an
explanation of the date code found on the bottom of every Zippo lighter.
Clubs for lighter collectors have been organized in the Uk, Italy,
Switzerland, Germany, Japan and the US. Zippo also sponsors its own
collectors? club, Zippo Click.
(a) What are the pros and cons of the product diversification strategy that
Zippo has been following recently?
07
(b) What obstacles would Zippo Manufacturing Company face if it
repeated the outdoor campaign in other countries?
07
OR
Page 3 of 3
Q.5 (a) In a US marketing campaign in the late 1990s Zippo was repositioned
as an essential tool for avid outdoorsmen. Individual tin and sleeve
packaging was developed that reflected the ?tool? position of the lighter.
For continuity, similar packaging and graphics were developed for the
cans of Zippo lighter fluid, and the lighters and fluid were delivered to
retailers in handy self- shipping counter top displays. To support the
national rollout, the advertising company (Swanson russell) developed a
communications programme that included direct mail to major outdoor
product distributors, as well as advertising at both the trade and
consumer levels (pictured here). However, the outdoor market was
entirely new to the Zippo sales force, who were accustomed to calling
on tobacconists and convenience stores. How would you use the
product life cycle (PlC) concept for this case study?
07
(b)
Zippo Manufacturing Company has product diversification strategy will
it go beyond the lighter gone too far?
07
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This post was last modified on 19 February 2020