PAPER NO.

- 23 (M1)

INTERNATIONAL MARKETING MANAGEMENT

1. Why exports? framework of international marketing Chap I, Terpestra
Chap I, II Keegan

Intrafirm & environmental factors, social cultural, economic, political & legal aspects
Chap III,IJ,J,JI,JII, Cateora
Difference between domestic marketing, international marketing, Definition & concept
Chap I,II,III,IJ,J Terpestra
2. Policy framework, Indian Trade Policy, Recent trends in Indian foreign trade
.onomi. Survey (latest)
Chap I to J Jarshney & Bhatta.harya
3. asic steps in starting an export business - An overview of licencing regulations &
Procedures.
andouts Chap 28, - Jarshney
& Bhatta.harya
. Product planning for export manufacturing firms & export houses.
III Keegan
II Cateora
JI Terpestra
5. Identifying foreign markets, market research overseas
JIII Cateora
JII Terpestra
JII Keegan
. Market entry Chap - Terestra
Chap Keegan

7. Distribution logistics for export, foreign sales agent selection &
appointment I Terpestra
J Keegan
IJ Cateora
8. Promotion of products/ services abroad-overview, merchandising, Trade
fairs/exhibition Chap II & III Terpestra
Chap JI Cateora
9. Institutional infrastructure for export in India, Export Assistance.
Chap 9, Jarshney & Bhatta.harya
10. Marketing plan for export JIII Terpestra
JIII Keegan
IJ Cateora
11. Export pricing-International terms, payment terms
JIII Cateora
IJ, J Terpestra
IJ Keegan
12. Introduction to Export documentation and procedures, framework,
preshipment & postshipment documents Chap 2, 28 Jarshney &
Bhatta.harya

13. Export Finance Chap 22 Jarshney & Bhatta.harya






1. Case Readings
P- 2, , 378, 591, 3, 78 - ans Muhlba.her
P- 23, 3, 1, 57 - Cateora


15. Role of ITPO in export promotion, quality control & pre-shipment
inspection, Labelling/packing, Marking of consignments, Marine/
cargo insurance etc.
Chap 9, 11 Jarshney & Bhatta.harya

ReIerence Readings:

1. International marketing management (Thirteenth edition) - Jarshney & Bhatta.harya
2. Multinational marketing management (V edition) - W.J. Keegan
3. International marketing (Eighth edition) - J. Terpestra, Ravi
Saratnag
. International marketing (X edition) - !. Cateora & Graham
5. International marketing: A global perspective - ans Muhlba.her


Recommended Readings:

1. Terpestra - Chap XIX, XVIII
. ans Muhlba.her Chap I
PAPER NO. 2 (M2)

SALES & DISTRI&TION MANAGEMENT


1. rowing challenges oI sales & distribution
- Sales Management, objections oI sales management CundiII 1

2. Approaches to territory coverage CundiII 22
- Concept oI sales territory
- Reasons Ior establishing sales territory
- Procedure Ior establishing sales territory

3. Planning, proIiling recruitment, selection, training & CundiII-10
development & control
- Recruitment sources CundiII-11
- Selection CundiII-12
- Training & Development CundiII-13
- Compensation CundiII-16
- Controlling CundiII-19

4. The channel system
- Rationale Ior Marketing channel structures Stern 1
- Composition oI marketing channels
- Channel Environment Stern 2

1. Rationale Ior Intermediaress
- Retailers structure (Types) Stern 3
Retail marketing strategy
Retail Marketing Mix
- Wholsalers rationle types Stern 4

6. Dealers selection development & motivation SL upta 14

7. ManuIacturer dealer conIlict Stern 11

8. Distribution Basic concepts SL upta 10
Transportations or Stern 5
Inventory SL upta 11
Warehousing

9. Managing logistics SL upta 11

10. Sales audit (an introduction) CundiII 23

READINGS:

1. CundiII & Still & ovani Sales Management
2. Smith R. Sales Management
3. SL upta Sales Distribution Management
4. Stern Management in Marketing Channels
PAPER NO. 25 (M3)

AVFR1ISIN0 AN SAIFS PROMO1ION MANA0FMFN1

1. ADJER1ISIAC - AEED & IMPOR1AACE CHAP 1
DeIinition & growth oI modern advertising
Advertising & the marketing mix
Types & classiIication oI advertisement
Advertising Spiral

. SOCIAL & ECOAOMIC ASPEC1S OF ADJER1ISIAC CHAP 19

. MARKE1IAC COMMUAICA1IOA MODELS
AIDA, Hierarchy oI EIIect, Innovation Adoption Model, Action First Model, Quick Decision
Model

. PLAAAIAC FRAMEWORK OF PROMO1IOAAL SRA1ECY CHAP &

. HOW ADJER1ISIAC WORKS CHAP
Exposure, Salience, Familiarity, Low involvement, Central route & peripheral route & Cognitive
learning

. POSI1IOAIAC S1RA1ECIES CHAP

7. ASSOCIA1IAC FEELIACS WI1H A BRAAD CHAP 9

. DEJELOPIAC BRAAD PERSOAALI1Y CHAP 1

9. CREA1IAC COPY S1RA1ECIES CHAP 1&1
Rational & emotional approaches
Selection oI an endorser
Creative strategy & style- brand image, execution, USP, common touch &
Entertainment
Message design strategy
Format & Iormulae Ior presentation oI appeals (slice oI liIe, testimonials, etc.)
DiIIerent types oI copy

1. AR1 & LAYOU1 OF AA ADJER1ISEMEA1 CHAP 1
Principles oI design
Layout stages
DiIIerence in designing oI television, audio & print advertisement

11. MEDIA PLAAAIAC & SCHEDULIAC CHAP 1 (Pg1-

Introduction to broadcast & non -broadcast media
Budgeting decision rule: Percentage oI sales method, objective to task method,
competitive parity, & all you can aIIord
Key Iactors inIluencing media planning
Media decisions: media class, media vehicle & media option
Scheduling: Ilighting, pulsing, & continuous

1. MEASURIAC ADJER1ISIAC EFFEC1IJEAESS CHAP 1
Introduction to pr-testing & post-testing techniques- paired comparison, portIolio tests, in-
home projection, trailer tests, theater tests, sales experiment, eye movement, coupon response,
telemeter, audiometer, recall tests & people meter.

1. MAAACEMEA1 OF SALES PROMO1IOA CHAP 1
Impoitance & neeu foi sales piomotion
Planning Ior consumer schemes & contests
DiIIerent types oI consumer schemes
Planning Ior sales Iorce contests

1. MAAACIAC SALES DISPLAYS (HAADOU1
Importance oI sales displays
Principles oI display
DiIIerent types oI sales display


NOTE: APPLIED CASES WOULD BE TAKEN UP IN CLASS

READIAC LIS1:

1. ADVERTISIN MANAEMENT: AAKER, MYERS & BATRA; PRENTICE HALL
2. ADVERTISIN PRINCIPLES & PRACTISE : WELLS & BURNETT ; PRENTICE HALL