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International MarketingDate : MarksTime : Duration :-----------------------------------------------------------------------------------------------------------------Note : Section I is compulsory : Answer any 3 Questions from Section II

SECTION I

Q1 Explain the following concepts 15

1) Ethnocentric orientation2) NTB3) FCA4) Licensing5) Exporter

Q2 Case study Analysis 15

CULTURAL BARRIER OR CATALYST?

Cultural barriers is one of the most talked about in international business problems. It is,however , very interesting to note that cross-border transmission of culture is very rampant. Manypoliticians, sociologists and others are highly critical of the invasion of the western culture in thedeveloping countries . That export of American culture is interpreted as a means to spreadAmerican imperialism. The coca cola culture or the corn flakes culture or the pop culture , theterm which has come to be very broadly used to include , besides the pop music and associatedthing the western products and styles such as foreign jeans , cola drinks fast food, Hollywoodmovies and like the youth, particularly ,are crazy about, has fast spread to the developed anddeveloping countries

The emergence of culture as economic goods that can traded- crafts, music, films , TVprogrammes , software books, tourism etc. has contributed very substantially to theglobalisation of culture.

A UNESCO study shows that world trade in goods with cultural content printed matter,literature, music, visual arts, cinema and photographic, radio and television equipment hasgrown tremendously. For the United States the largest single export industry is not aircraft,computers or automobiles it is entertainment, in films and television programmes. Hollywoodfilms grossed more than $30 billion worldwide in 1997, and in 1998 a single movie, titanic,grossed more than $ 1.8 billion.

As theHuman Development Report 1999 point out the vehicles for this trade in cultural goods arethe new technologies. Satellite communications technology from the mid-1980s gave rise to a

powerful new medium with a global reach and to such global media networks as CNN. Thedevelopment of the internet is also spreading culture around the world, over an expandedtelecommunications infrastructure of fibre optics and parabolic antennas.

The Report referred to above points out that the global market for cultural products is becomingconcentrated , driving out small and local industries. At the core of the entertainment industry-film ,music television- there is a growing dominance of US products, and many countries areseeing their local industries wither .Although India makes the most films each year , Hollywoodreaches every market , getting more than 50 percent of its revenue from overseas, up from just 30percent in 1980.It claimed 70 percent of the film market in Europe in 1996, up from 56 percent in1987- and 83 cent in Latin America and 50 per cent in Japan. By contrast, foreign films rarelymake it big in the United States, taking less than three per cent of the market there.

Questions: 20

1 In the light of the above account, evaluate the view that culture is a highly difficultbarrier to international business.

2 Discuss the social implication of the pop culture.

SECTION II

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Q3 What do you understand by International Marketing? Distinguish between Domestic andInternational Marketing 10

Q4 Explain PEST analysis with international context. 10

Q5 Explain Product Planning at International Level. 10

Q6 Explain the different methods of entering into international market. 10

Q7 Short Notes (any 2) 10

1) Trading Blocs2) WTO3) IIP4) INCOTERMS5) Labelling and Marking

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