Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2018 Winter 3rs Sem 3539241 International Marketing Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 3539241 Date: 07 /12/ 2018
Subject Name: International Marketing
Time: 10:30 To 1:30 Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Marks
Q.1 Define the following with practical examples.
(a) Controllable elements
(b) Balance of Payment
(c) Protectionism
(d) Nontariff barriers
(e) Linguistic Distance
(f) Individualism/Collectivism Index
(g) Dynamic Cultures
14
Q.2 (a) Define International Marketing. Explain its benefits and
process of Internationalization.
07
(b) Describe various political factors affecting international marketing
in detail with suitable examples.
07
OR
(b)
Assume that you are a head of the international division in XYZ
company, you are require to prepare market entry strategies for
product ?organic fruits & vegetables?
07
Q.3 (a)
Which kind of research is requiring, knowing the behaviour of
international consumer? Explain in detail.
07
(b) Describe the documentation required in International Trade.
07
OR
Q.3 (a) Explain Sales Promotion and Advertising Strategies in
international marketing with example.
07
(b)
Discuss various Regional Trade Areas (RTAs) and it?s
implication for International Marketers.
07
Q.4 (a) Which kind of Psychological and Social aspects, international
marketers have to take into consideration?
07
(b) Describe Branding and Packaging Decisions while marketing
internationally, explain it by taking product of your choice.
07
OR
Q.4 (a) Describe tariff and non-tariff barriers in international marketing
07
(b) Explain the different types of control required in international
marketing.
07
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 3539241 Date: 07 /12/ 2018
Subject Name: International Marketing
Time: 10:30 To 1:30 Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Marks
Q.1 Define the following with practical examples.
(a) Controllable elements
(b) Balance of Payment
(c) Protectionism
(d) Nontariff barriers
(e) Linguistic Distance
(f) Individualism/Collectivism Index
(g) Dynamic Cultures
14
Q.2 (a) Define International Marketing. Explain its benefits and
process of Internationalization.
07
(b) Describe various political factors affecting international marketing
in detail with suitable examples.
07
OR
(b)
Assume that you are a head of the international division in XYZ
company, you are require to prepare market entry strategies for
product ?organic fruits & vegetables?
07
Q.3 (a)
Which kind of research is requiring, knowing the behaviour of
international consumer? Explain in detail.
07
(b) Describe the documentation required in International Trade.
07
OR
Q.3 (a) Explain Sales Promotion and Advertising Strategies in
international marketing with example.
07
(b)
Discuss various Regional Trade Areas (RTAs) and it?s
implication for International Marketers.
07
Q.4 (a) Which kind of Psychological and Social aspects, international
marketers have to take into consideration?
07
(b) Describe Branding and Packaging Decisions while marketing
internationally, explain it by taking product of your choice.
07
OR
Q.4 (a) Describe tariff and non-tariff barriers in international marketing
07
(b) Explain the different types of control required in international
marketing.
07
Page 2 of 3
Q.5
CASE STUDY: Unilever & Nestle:
Unilever was established in 1948 and produces house hold
products like; detergents, toiletries, cosmetics, and food products.
Unilever is a large corporation that has over 500 firms worldwide.
Their products are sold in more than 170 countries. Unilever
originated in Europe and then expanded to the United States,
starting with two U.S. factories. They can be located in parts of
Asia, Africa, North America, the Middle East, Western Europe,
and South America. Unilever has a very impressive portfolio that
includes eleven brands that annually gain revenue of more than one
billion dollars each. Unilever is aiming for global processes and
alignment of their human resource activities. ?Unilever is working
with Accenture to identify supply opportunities within the
marketplace and will look to develop longer term relationships
with a rationalized base of preferred suppliers. We seek to do
business with those who can supply goods and services in a
reliable and cost effective manner.? (2010) there is even a way to
apply to be one of Unilever?s suppliers that will provide human
resource goods and services. Unilever gained a lot of their success
because of the ability to adapt to new markets and technology.
In order to help with the increase in revenue, Unilever changed
companies focus to places with higher potential for growth.
Concentration on new emerging markets like China, who had a
high young population with increasing incomes, caused their
developing world sales to increase by substantial amounts. Even
while the company was facing struggles such as the Great
Depression of the 1930?s, they were concentrating on
diversification and expansion of their food markets. Unilever put
great efforts into research and development. Unilever?s marketing
efforts only varied slightly from the 1950?s until the 1980?s. In this
time frame Unilever focused on technology, new products, new
global markets, and keeping up with the world economies
expansion. By the time the 1980?s arrived Unilever was one of the
biggest global corporations which allowed them to focus their
marketing efforts on their existing portfolio. By the 1990?s
Unilever chose to keep its focus on its portfolio and even
eliminated some of their brands so they could keep a strong focus
on the top global sales products. In the 2000?s the company
implemented a new five year strategic plan that focuses on the
needs of consumers and a better future.
Nestle: Nestle is one of the largest consumer packaged goods
company in the world that focuses on increasing the nutritional
value of the food that is consumed while increasing the taste. The
company is classified as a nutrition, health, and wellness company.
Nestle was a Swiss company that was founded in 1866. Just like
Unilever, they devote a lot of time to research in development.
Nestle invest around 1.5 billion in research and development every
year. Nestle markets nearly ten thousand different products to 130
different countries across the globe.
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 3539241 Date: 07 /12/ 2018
Subject Name: International Marketing
Time: 10:30 To 1:30 Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Marks
Q.1 Define the following with practical examples.
(a) Controllable elements
(b) Balance of Payment
(c) Protectionism
(d) Nontariff barriers
(e) Linguistic Distance
(f) Individualism/Collectivism Index
(g) Dynamic Cultures
14
Q.2 (a) Define International Marketing. Explain its benefits and
process of Internationalization.
07
(b) Describe various political factors affecting international marketing
in detail with suitable examples.
07
OR
(b)
Assume that you are a head of the international division in XYZ
company, you are require to prepare market entry strategies for
product ?organic fruits & vegetables?
07
Q.3 (a)
Which kind of research is requiring, knowing the behaviour of
international consumer? Explain in detail.
07
(b) Describe the documentation required in International Trade.
07
OR
Q.3 (a) Explain Sales Promotion and Advertising Strategies in
international marketing with example.
07
(b)
Discuss various Regional Trade Areas (RTAs) and it?s
implication for International Marketers.
07
Q.4 (a) Which kind of Psychological and Social aspects, international
marketers have to take into consideration?
07
(b) Describe Branding and Packaging Decisions while marketing
internationally, explain it by taking product of your choice.
07
OR
Q.4 (a) Describe tariff and non-tariff barriers in international marketing
07
(b) Explain the different types of control required in international
marketing.
07
Page 2 of 3
Q.5
CASE STUDY: Unilever & Nestle:
Unilever was established in 1948 and produces house hold
products like; detergents, toiletries, cosmetics, and food products.
Unilever is a large corporation that has over 500 firms worldwide.
Their products are sold in more than 170 countries. Unilever
originated in Europe and then expanded to the United States,
starting with two U.S. factories. They can be located in parts of
Asia, Africa, North America, the Middle East, Western Europe,
and South America. Unilever has a very impressive portfolio that
includes eleven brands that annually gain revenue of more than one
billion dollars each. Unilever is aiming for global processes and
alignment of their human resource activities. ?Unilever is working
with Accenture to identify supply opportunities within the
marketplace and will look to develop longer term relationships
with a rationalized base of preferred suppliers. We seek to do
business with those who can supply goods and services in a
reliable and cost effective manner.? (2010) there is even a way to
apply to be one of Unilever?s suppliers that will provide human
resource goods and services. Unilever gained a lot of their success
because of the ability to adapt to new markets and technology.
In order to help with the increase in revenue, Unilever changed
companies focus to places with higher potential for growth.
Concentration on new emerging markets like China, who had a
high young population with increasing incomes, caused their
developing world sales to increase by substantial amounts. Even
while the company was facing struggles such as the Great
Depression of the 1930?s, they were concentrating on
diversification and expansion of their food markets. Unilever put
great efforts into research and development. Unilever?s marketing
efforts only varied slightly from the 1950?s until the 1980?s. In this
time frame Unilever focused on technology, new products, new
global markets, and keeping up with the world economies
expansion. By the time the 1980?s arrived Unilever was one of the
biggest global corporations which allowed them to focus their
marketing efforts on their existing portfolio. By the 1990?s
Unilever chose to keep its focus on its portfolio and even
eliminated some of their brands so they could keep a strong focus
on the top global sales products. In the 2000?s the company
implemented a new five year strategic plan that focuses on the
needs of consumers and a better future.
Nestle: Nestle is one of the largest consumer packaged goods
company in the world that focuses on increasing the nutritional
value of the food that is consumed while increasing the taste. The
company is classified as a nutrition, health, and wellness company.
Nestle was a Swiss company that was founded in 1866. Just like
Unilever, they devote a lot of time to research in development.
Nestle invest around 1.5 billion in research and development every
year. Nestle markets nearly ten thousand different products to 130
different countries across the globe.
Page 3 of 3
(a)
Nestle has always been about nutrition, so their global marketing
over the years has been based off of demographics that show the
changes in living standards and life styles. In the long history of
the company, the times have changed. People live longer, and the
global population has increased. This has had a huge influence on
the way the Nestle runs their business and what products have been
the main marketing focal points.
Nestle and Unilever both focus on health and wellness, but instead
of focusing on the actual needs of the consumers like Unilever,
Nestle focuses on their corporate wellness unit to bring good food,
and good life to all of the consumers. Other words, they devote
more time and effort into ingredients then the actual consumer.
The corporate wellness group is a global network that is globally
placed to help promote the value of nutrition. Their strategy is to
make sure to provide better tasting products that are better for
everyone.
The two corporations also differ in marketing because Unilever is
sticking to its profile and even eliminated products, but Nestle is
creating and enhancing hundreds of Nestle products. Nestles?
packaging plays a big role in their marketing. Each package has
what is called the ?Nestle Nutritional Compass?, to show
consumers what they will benefit if they purchase the product.
Nestles? philosophy is that nutritional information is not enough.
The compass has three elements: Good to Know; which gives
factual information on nutritional contents. Good to remember;
which gives tips for healthy lifestyles, cooking, and diet. Good to
talk; which invites the consumer to call the Nestle consumer
service team or log on to the Nestle website. (2006)
Just like Unilever, Nestles marketing strategy is looking towards
the future of their products. They are working on products that will
be geared towards gestational issues, Alzheimer?s, diabetes,
obesity, and other items that will contribute to the health and
wellness of the consumers.
What steps can company take to ensure that management operates
in a legal and ethical manner?
07
(b) Compare the marketing strategies of both Unilever & Nestle
companies.
07
OR
Q.5 (a) Which companies? packaging policy is best from your point?
Why? Elaborate your view point.
07
(b)
Explain in detail the main marketing focal points of Unilever &
Nestle?
07
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This post was last modified on 19 February 2020