mba - ii master

7/28/2019 Mba - II Master

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I N D I R A I N S T I T U T E O F M A N A G E M E N TSurvey No 85/5 A, Opp. Wakad Police Chowky

Katraj Dehu Road Bypass Highway, Tathawade, Pune 411 033.

INTERNAL EXAM - APRIL 2012

( 4 0 7 A ) INTERNATIONAL MARKETING

Course: MBAMKTG. Sem - IV Marks: 50 Time: 1 Hrs. Date: 10/04/12

Note: Solve any Five questions. All questions carry equal marks

Q1. Differentiate between Domestic Marketing & International Marketing. What are the

risks involved in IM.

Domestic

International

Research data is available in asingle language and is usuallyeasily accessed

Research data is generally inforeign languages and may beextremely difficult to obtain andinterpret

Business is transacted in asingle currency

Many currencies are involved,with wide exchange ratefluctuations

Head office employees willnormally possess detailedknowledge of the homemarket

Head office employees mightonly possess and outlineknowledge of the characteristicforeign markets

Promotional messages need

to consider just a singlenational culture

Numerous cultural differences

must be taken into account

Market segmentation occurswithin a single country

Market segments might bedefined across the same type ofconsumer in many different


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countries.

Domestic International

Communication and controlare immediate and direct

International communication andcontrol might be difficult

Business laws and regulationsare clearly understood

Foreign laws and regulationsmight not be clear

Business is conducted in asingle language

Multilingual communication isrequires

Business risks can usuallyidentified and assessed

Environments may be sounstable that it is extremelydifficult to identify and assessrisks

Planning and organizationalcontrol systems can be simpleand direct

The complexity of internationaltrade often necessitates theadoption of complex andsophisticated planning,organization and control systems

Risks involved:strategic Risk: These forces impact the competitiveness of a firm. Porter defines them as: threat of newentrants in the industry, threat of substitute goods and services, intensity of competition within the industry,bargaining power of suppliers, and bargaining power of consumers.

Operational Risk: This is caused by the assets and financial capital that aid in the day-to-day businessoperations. The breakdown of machineries, supply and demand of the resources and products, shortfall ofthe goods and services, lack of perfect logistic and inventory will lead to inefficiency of production

Political Risk: The political actions and instability may make it difficult for companies to operate efficiently inthese countries due to negative publicity and impact created by individuals in the top government.

Country Risk:Some of the country risks come from the governments' policies, economic conditions, security factors, andpolitical conditions.


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Technological Risk: Lack of security in electronic transactions, the cost of developing new technology, andthe fact that these new technology may fail

Environmental Risk: Air, water, and environmental pollution may affect the health of the citizens, and leadto public outcry of the citizens. These problems may also lead to damaging the reputation of thecompanies that do business in that area.

Economic Risk: This comes from the inability of a country to meet its financial obligations.

Financial Risk: This area is affected by the currency exchange rate, government flexibility in allowing thefirms to repatriate profits or funds outside the country.

Terrorism Risk: This Risks leads to potential hostile attitudes, sabotage of foreign companies and/orkidnapping of the employers and employees.

Q2. Discuss Porters Model on Competitive Advantage of Nations. Evaluate Indias

competitive advantage for Bicycles..

The Diamond Model of Michael Porter for the competitive advantage of Nations offers a model that can help

understand the comparative position of a nation in global competition. The model can also be used for majorgeographic regions.

Porter Diamond NationsAccording to Porter, as a rule competitive advantage of nations is the outcome of 4 interlinked advanced factorsand activities in and between companies in these clusters. These can be influenced in a pro-active way bygovernment.

PORTER argued that a nation can create new advanced factorendowments such as skilled labor, a strong technology andknowledge base, government support, and culture. PORTERused a diamond shaped diagram as a basis of a frameworkto illustrate the determinants of national advantage. Thediamond represents the national playing field that thecountries establish for their industries.

The points of the diamond are described as follows

1.FACTOR CONDITIONS-a country creates its own important factors such as skilledresources and technological base.-these factors are upgraded / deployed over time to meetthe demand.-local disadvantges force innovations. new methods andhence comparative advantage.

2.DEMAND CONDITIONS

-a more demanding local market leads to national advantage.-a strong trend setting local market helps local firms anticipateglobal trends.

3.RELATED AND SUPPORTING INDUSTRIES.-local competition creates innovations and cost effectiveness.-this also puts pressure on local suppliers to lift their game.

4.FIRM STRATEGY , STRUCTURE AND RIVALRY.-local conditions affect firm strategy.


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-local rivalry forces firm to move beyond basic advantages.

THE DIAMOND AS A SYSTEM

-the effect of one point depends on the others.-it is a self-reinforcing system.

THE ROLE OF THE GOVERNMENT IN THIS MODEL

-to encourage-to stimulate-to help to creategrowth in industries.

Q3. What are the major factors to be studied on International Environments? Do a

SWOT analysis of Bangladesh to identify opportunities.

mainly there are 2 types of factors affecting international business.

1) internal factors 2) external factors

1) internal factors:- internal factors of international business includes political

parties,suppliers,buyers,competitors and consumer of respective country.2) external factors:- external factors of international business are those where you need to examine the

whole crietari these are political environment,legal environment,socio-cultural environment,demographic

conditions of respective country.

Q4. What are the alternatives of entry in International markets? What recommendations

would you offer to following businesses?

a. Strawberries b. Nano- 4 wheeler manufacturer c. Insurance company

The market-entry technique that offers the lowest level of risk and the least market control is indirect export,

in which products are carried abroad by others. The firm is not engaging in international marketing and no

special activity is carried on within the firm

In direct exporting, the firm becomes directly involved in marketing its products in foreign markets, because

the firm itself performs the export task

Foreign manufacturing


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Under certain conditions, a firm may find it either impossible or undesirable to supply foreign marketsfrom domestic production sources.

Any of these conditions could force the firm to manufacture in foreign markets in order to sell there.

Positive factors can also induce the firm to produce abroad

Assembling

Assembling is a compromise between exporting and foreign manufacturing. The firm produces

domestically all or most of the components or ingredients of its product and ships them to foreignmarkets to be put together as a finished product.

Contract manufacturing

In contract manufacturing, the firms product is produced in the foreign market by local producer under

contract with the firm. Because the contract covers only manufacturing, marketing is handled by a

sales subsidiary of the firm which keeps the market control.

Licensing

Licensing is another way to enter a foreign market with a limited degree of risk. It differs from contract

manufacturing in that it is usually for a longer term and involves greater responsibilities for the local

producer.

Joint ventures

A partnership between host- and home-country firms is formed, usually resulting in the creation of a third

firm.

Direct investments

In this arrangement, the international firm makes a direct investment in a production unit in a foreign

market

Q5. How would you do overseas market research for following products?a. Diesel Engines b. Spices

Q6. List out the major elements for developing global strategies. Discuss the

importance of logistics for exports of poultry products.

Q7. Write short notes (Any two)

a. Risks in international marketing

Risks in international trade can be divided under several types, such as,

Economic risks

Risk of concession in economic control

Risk of insolvency of the buyer

Risk of non-acceptance

Risk of protracted default i.e. the failure of the buyer to pay off the due amount after six months of the

due date


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Risk of Exchange rate

Political risks

Risk of non- renewal of import and exports licenses

Risks due to war

Risk of the imposition of an import ban after the delivery of the goods

Surrendering of political sovereignty

Buyer Country risks

Changes in the policies of the government

Exchange control regulations

Lack of foreign currency

Trade embargoes

Commercial risk

A bank's lack of ability to honor its responsibilities

A buyer's failure pertaining to payment due to financial limitations

A seller's inability to provide the required quantity or quality of goods

Others Risks

Cultural differences e.g., some cultures consider the payment of an incentive to help trading is absolutely

lawful

Lack of knowledge of overseas markets

Language barriers

Inclination to corrupt business associates

Legal protection for breach of contract or non-payment is low

Effects of unpredictable business environment and fluctuating exchange rates

Sovereign risk - the ability of the government of a country to pay off its debts

Natural risk due to the various kinds natural catastrophes, which cannot be controlled

b. Role of ECGCc. Success of Japan in IMd. Export pricing

Price is an imp element of marketing mix. Developing a right pricing

strategy is critical to an organizations success. Price is a significant variable, as

in many cases; It is the main factor affecting consumer choice. Its significance is

further emphasized as it is only element of marketing mix that generatesrevenues.


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FACTORS DETERMINING

INTERNAL FACTORS

Costs

Objectives of the Firm

Product

Image of the Firm Promotional Firm

Product Life Cycle

EXTERNAL FACTORS

Competition

Demand

Consumers

Economic Conditions

Channel Intermediaries Market Opportunities

PRICING STRATEGIES

Skimming Pricing Strategy

Penetration Pricing Strategy

Probe Pricing Strategy

Follow the Leader Pricing Strategy

Differential Trade Margin Pricing Strategy

Standard Export Pricing Strategy

Differential pricing or different market Pricing Strategy Transfer Pricing Strategy

Trial Pricing Strategy

Flexible Pricing Strategy

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( 4 0 8 A ) VIRTUAL MARKETING

Course: MBAMKT. Sem - IV Marks: 50 Time: 1 Hrs. Date: 11/04/12

#Attempt any 5 questions.#All questions carry equal marks.

1. Define e-Business, and its importance.

E-business (electronic business) is the conducting of business on the Internet,

not only buying and selling but also servicing customers and collaborating

with business partners.

The processes and tools that allow an organization to use Internet-based

technologies and infrastructure, both internally and externally, to conduct

day to day business process operations.

Stands for electronic business and refers to any kind of sales, services,

purchasing or commerce on the Internet.


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2. Differentiate between Virtual Marketing and Traditional Marketing.

3. Explain Data warehousing and Data Mining. Identify the differences between

them.

Data mining

a. Uses algorithms and statistical tools to find patterns in data gathered from

customer visits

b. Costly and time consuming to go through large amounts of data manually

c. Use data-mining to analyze trends within their companies or in the

marketplace

d. Uncovered patterns can improve CRM and marketing campaigns

e. Discover a need for new or improved services or products by studying the

patterns of customers purchases

Data Warehousing:

A data warehouse is

-subject-oriented,

-integrated,

-time-variant,

-nonvolatile

collection of data in support of managements

decision making process.


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Data warehouse is organized around subjects such as sales,product,customer.

It focuses on modeling and analysis of data for decision makers.

Excludes data not useful in decision support process.

Data Warehouse is constructed by integrating multiple heterogeneous sources.

Data Preprocessing are applied to ensure consistency.

Provides information from historical perspective e.g. past 5-10 years

Every key structure contains either implicitly or explicitly an element of time

Need for Data Warehousing

Industry has huge amount of operational data

Knowledge worker wants to turn this data into useful information.

This information is used by them to support strategic decision making .

From business perspective

-it is latest marketing weapon

-helps to keep customers by learning more about their needs .

-valuable tool in todays competitive fast evolving world.

4. Explain in detail Internet Marketing Mix?

5. Describe the role of mobile phones in Virtual marketing.

6. Write in brief Consumer behaviors on the internet


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7. Explain the pessimistic factors in online shopping.

8. Short Notes (Write any two):-

a. eCRM.

b. E-CRM is:

ApplyingInternet and other digital technology (web, e-mail, wireless,

iTV, databases) to acquire and retain customers (through a multi-

channel buying process and customer lifecycle) byimproving customer

knowledge, targeting,service delivery and satisfaction

eCRM is the application of CRM to an e-business strategy

Includes the personalization and customization of customers experiences

and interactions with the e-business

Relationship between merchant and customers is distant

Less expensive to keep customers than to acquire new ones

Repeat customers have higherlifetime value than one-time buyers

A customers lifetime value is the expected amount of profit derived from a

customer over a designated length of time

Evaluate the potential to profit from a customer

Employ tracking devices

Personalize each visitors experience

Find trends in customer use

Measure the effectiveness of a Web site over time


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ID cards

An ID card enables information to be sent to your computer from a

Web site such as the numerical address of your PC on the Internet,

your browser and your operating system

Click-through banner advertisements

Click-through advertisements enable visitors to view a service or

product by clicking the advertisement

Advertisers can learn what sites generate sales

c. Intranet.

An intranet is acomputer networkthat usesInternet Protocoltechnology to share information,

operational systems, or computing services within an organization.

In many organizations, intranets are protected from unauthorized external access by means of a

networkgatewayandfirewall.

Benefits

Workforce productivity: Intranets can help users to locate and view information faster and use

applications relevant to their roles and responsibilities.

Time: Intranets allow organizations to distribute information to employees on an as-neededbasis;

Communication: Intranets can serve as powerful tools for communication within an organization, vertically

strategic initiatives that have a global reach throughout the organization.

Web publishing allows cumbersome corporate knowledge to be maintained and easily accessed

throughout the company.

Business operations and management: Intranets are also being used as a platform for developing anddeploying applications to support business operations and decisions across the internetworked enterprise.

Cost-effective: Users can view information and data via web-browser rather than maintaining physical

documents such as procedure manuals, internal phone list and requisition forms. This can potentially save

the business money on printing, duplicating documents, and the environment as well as document

maintenance overhead. Enhance collaboration: Information is easily accessible by all authorised users,

which enables teamwork.

Cross-platform capability: Standards-compliant web browsers are available for Windows, Mac, and UNIX.
http://en.wikipedia.org/wiki/Computer_networkhttp://en.wikipedia.org/wiki/Computer_networkhttp://en.wikipedia.org/wiki/Computer_networkhttp://en.wikipedia.org/wiki/Internet_Protocolhttp://en.wikipedia.org/wiki/Internet_Protocolhttp://en.wikipedia.org/wiki/Internet_Protocolhttp://en.wikipedia.org/wiki/Gateway_(telecommunications)http://en.wikipedia.org/wiki/Gateway_(telecommunications)http://en.wikipedia.org/wiki/Gateway_(telecommunications)http://en.wikipedia.org/wiki/Firewall_(networking)http://en.wikipedia.org/wiki/Firewall_(networking)http://en.wikipedia.org/wiki/Firewall_(networking)http://en.wikipedia.org/wiki/Firewall_(networking)http://en.wikipedia.org/wiki/Gateway_(telecommunications)http://en.wikipedia.org/wiki/Internet_Protocolhttp://en.wikipedia.org/wiki/Computer_network


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Promote common corporate culture: Every user has the ability to view the same information within the

Intranet.

Immediate updates: When dealing with the public in any capacity, laws, specifications, and parameters

can change. Intranets make it possible to provide your audience with "live" changes so they are kept up-to-

date, which can limit a company's liability.

d. Portals

e. e - Payment system.

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( 4 0 4 A ) SERVICES MARKETING


#Question No. 1 is compulsory#Solve any 4 questions from the remaining.

1.Motivating Employees to Care for the Customer: The Case of Hospitals

Hospital patients have enough problems with their illness not to confront poor service as well. Dr. Damle, Dean of

Om Multispecialty Hospital, underscored the problem. Whether the physician, the house staff or the nurse, the waiter,

x-ray or emergency room, the admitting clerk is rude; the maid who bumps the bed while cleaning: the parking-lot

attendant who is less than helpful when the lot is full; the cafeteria that turns away visitors; the pharmacy that has

limited hours for outpatients - all of this suggests that hospitals operate for their own convenience and not that of the

patient, his family and friends.

Hospitals today are turning to guest-room programs to train and motivate Physicians, nurses and other employees in

hospitality. Om Multispecialty Hospital is among the latest of several hospitals to add a further wrinkle-a guaranteed

services program. Om Multispecialty set up a fund of Rs.5, 00,000 out of which they pay patients who have a justifiedcomplaint ranging from cold food to overlong waits in the emergency room. The hook is that any money not paid out

of the fund at the end of the year is divided among the hospitals employees. This plan has added a tremendous

incentive for the staff to treat the patients well. There are fifty employees and no patients have to be paid by the end of

the year, each employee gets an Rs.10, 000 as bonus. In the first six months, the hospital had to pay out only Rs.9, 000

to patients.

Questions:

i. Explain the role of service employees in achieving better customer satisfaction in Hospital Marketing. (5)ii. Discuss the concept of Service Profit Chain with the help ofabove mentioned example. (4)

iii. Discuss the important issues related to Hospital/Healthcare marketing. (5)


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2. Discuss the difference between Goods & Services. Also explain unique features of services and challenges inmarketing of services due to these features.

3. Customers of services do not change brand frequently as compared to that of Goods. Do you agree with thisstatement? Justify your answer.

4. Explain SERVQVAL model of service quality.

5. Customers of services do not change brand frequently as compared to that of Goods. Do you agree with thisstatement? Justify your answer.

6. What is service blueprinting? Explain the concept with suitable examples.

7. Write short notes on (Any Two) :a. The role & importance of Physical Evidence in Services Marketing.b. Pricing of Services.c. Services Marketing Triangle.d. Explain the techniques to manage demand variations in Public Transport Services.

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( 4 0 5 A ) MARKETING STRATEGY & RELATIONSHIP MARKETING


# Attempt any four questions.

#All questions carry equal marks

QI) Write short notes on any two:

a) Competitor Analysis.

b) Customer Analysis.

c) Sales & Profitability analysis.

Q2) "Differentiation strategies are useful in obtaining sustainable competitive

advantage". Explain it with the help of appropriate examples.

Q3) Explain the concepts of database, data warehousing and data mining. Is

customer database marketing really profitable to a small scale firm engaged in

marketing consumer products?


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Q4) "Relationship Marketing holds the key to competitive edge. The essence of

Relationship marketing lies in the firm creating a strong group of loyal

customers"- Comment.

Q5) State the differences between consumer goods markets and industrial goods

markets. What marketing strategy would you adopt for marketing industrialgoods? Explain with examples.

Q6) Write short notes on any two:

a) Paradigm shift in marketing.

b) Customer acquisition Vs Customer retention.

c) IT enabled RM.

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( 4 0 6 A ) P R O D U C T & B R A N D M A N A G E M E N T


# Attempt any four questions.# All questions carry equal marks

Q1) Discuss the process of New Product Development.

Q2) Describe brand elements of

a) Coke.

b) Dove.

Q3) Brand is built in the minds of people. Do you agree? Explain this in

context to "DLF IPL".

Q4) Describe Brand Extension at length with proper illustrations.

Q5) What is brand endorsement? Explain role of celebrities in endorsing the

brand.


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Q6) Write Short Notes on - (Any 2):

a) Augmented Product

b) Product-Mix

c) Co-branding.

d) Factors influencing design of the product.

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