Enr ollment No__________________ Total No. of Sections: 3 Total No.

of Pages: 03 Time: 3 Hours Maximum Marks: 75

INTERNATIONAL MARKETING (Specialization: Marketing)

SUBJECT CODE INSTRUCTIONS: i) You have to attempt the questions as per the instructions for this paper. ii) Carefully note the marks for each question. iii) Write legibly and keep the length of the answer as per the weightage (in terms of marks) assigned to each question. DONOT be unduly short or long in providing the relevant details. iv) The question number of the answer to the question you are attempting must match with the corresponding question number in the question paper. v) Cheating in any form is strictly prohibited. vi) Failure to follow any of instructions will lead to deduction of marks for you. NOTE: The paper is divided into 3 sections. You have to compulsorily answer Q1 & Q2 from Section A. Select any 2 questions from Section-B and 2 more questions from Section-C. In all you have to answer 6 questions (2+2+2). Question 1 carries 12 marks, Question 2 carries 15 marks; other questions from Q3 to Q8 carry 12 marks each. SECTION A ( 12 MARKS)

Read the following case study carefully and then answer the questions that follow: NATURAL THRUST Balsara Hygiene Products Ltd., which had some fairly successful household hygiene products introduced in 1978 toothpaste, Promise, with clove oil (which has been traditionally regarded in India as an effective deterrent to tooth decay and toothache) as a unique selling proposition. By 1986 Promise captured a market share of 16 percent and became the second largest selling toothpaste brand in India. There was, however, an erosion of its market share later because of fighting back of the multinationals. Hindustan Levers Close-up gel appealed to the consumers, particularly to the teens and young, very well and toppled Promise from the second position. Supported by the Export Import bank of Indias Export Marketing Finance (EMF) programme and development assistance, Balsara entered Malaysian market with promise and another brand of toothpaste, Miswak. The emphasis on the clove oil ingredient of the promise evoked good response in Malaysia too. There was good response to Miswak also in the Muslim dominated Malaysia. Its promotion highlighted the fact that Miswak (Latin name: Salvadora Persica)

was a plant that had been used for centuries as a tooth cleaning twig. It had references in Koran. Quoting from Faizal-E-Miswak, it was pointed out that prophet Mohammed used miswak before sleeping at night and after awakening. The religious appeal in the promotion was reinforced by the findings of scientists all over the world, including Arabic ones, of the antibacterial property of clove and its ability to prevent tooth decay and gums. Market intelligence revealed that there was a growing preference in the advanced countries for nature based products. Balsara tied up with Auromere Imports Inc. (AII), Los Angeles. An agency established by American followers of Aurobindo, an Indian philosopher saint. Eight months of intensive R&D enabled Balsara to develop a tooth paste containing 24 herbal ingredients that would satisfy the required parameters. Auromere was voted as the No. 1 toothpaste in North Eastern USA, in a US Health Magazine Survey in 1991. The product line was extended by introducing several variants of Auromere. Saccharine free toothpaste was introduced. It was found that mint and menthol were taboo for users of homeopathic medicines. So a product free of such mints was developed. Auromere Fresh Mint for the young and Auromere Cina Mint containing a combination of cinnamon and peppermint were also introduced. When the company realized that Auromere was not doing well in Germany because of foaming agent used in the product, it introduced a chemical free variant of the product. Now answer the following questions: Question 1 (a) Explain the environmental factors which Balsara used to its advantage. Question 1 (b) What is the strength of AII to market ayurvedic toothpaste in USA?
Q.2. Define / explain the following terms given below Marks] [15

1. Self Reference Criterion (SRC) 2. Cultural Values 3. Explain uncontrollable factors in domestic marketing environment 4. What is WTO? 5. Mention three heritages that form the bases of majority of legal systems of the world. 6. Research problem identification in international marketing 7. Define emerging markets 8. SAARC have you heard of this? Write the full form and the member countries. 9. What are the various industrial products in international markets/ 10. How many countries are part of the EUROZONE and name at-least any five? 11. Define economic development. 12. Mention factors affecting pricing in international markets. 13. Explain marketing middle-men. 14. What is persuasion in international negotiations w.r.t trade and business? 15. Shipping the goods what does it mean?

SECTION B Q.3. Answer any two questions from the following. [2X12 = 24 marks]

A ) The European Community intended to be truly common market, so much so that economic integration must be supplemented by political integration to accomplish its objectives. Discuss this in wake of recent crises with respect to some countries like Greece, Poland, Italy, etc. B ) Discuss the conditions that have led to the development of global markets. How have Indian governments efforts to reach out to globalization after the 1991 economic reforms has helped the cause of extended markets for Indian products and services. C ) Write a detailed description including process of identifying foreign markets for an Indian ayurvedic formulation Dabur Chyawanprash.

SECTION C Q.4. Answer any two questions from the following. [2X12 = 24 marks]

A ) Emerging markets such as Brazil, India & China (BRIC) etc. have become attractive markets. Identify & analyze their important economic & demographic characteristics. Which are the other emerging economies? B ) Give an example of how a foreign marketer can use knowledge of the characteristics of innovations in product adaptation decisions.

C ) Write short notes on all of the following. a. Business Customs in any Asian country excluding India b. Shipping documents and their uses.