International Marketing Strategies

Paper Code: 
MIB 425
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The objective of this course is to acquaint the students with environmental, procedural, institutional and decisional aspects of international marketing.

 

12.00
Unit I: 
:

International Pricing: Pricing objectives, factors affecting pricing decisions, pricing process, pricing methods, types of export price quotation(INCO TERMS), Transfer pricing-concepts

International Packaging: Packaging concepts, importance and factors influencing packaging.

 

10.00
Unit II: 
:

International Distribution: Meaning, role and functions, types of export distribution intermediaries, factors affecting choice of distribution channel.

 

Unit III: 
:

International Advertising: Definition, Budgeting methods, adaptation vs. standardization, Direct mail, Legal aspect of international advertising

Personal Selling: Concepts, importance, steps in sales force management.

Publicity: Concepts, methods, difference with advertising, Negative publicity.

Sales Promotion: Concepts, difference with advertising and personal selling, tools and techniques of Consumer & dealer promotion

 

11.00
Unit IV: 
:

International Marketing Research: Concepts, importance, International Marketing Research process.

Data collection: Data concepts, Types of data sources, methods of data collection, sampling concepts, types of sampling.

Data analysis: Steps in data analysis: Report writing, format of marketing research report.

 

12.00
Unit V: 
:

International marketing control: Concepts, process, need, tools and techniques of marketing control.

International marketing strategy – meaning and importance

 

Essential Readings: 
  • Varshney, R.L. and Bhattacharyya, B., International Marketing Management: An Indian perspective, Sultan Chand & Sons, New Delhi.8th edition
  • Jain, Subhash C., International Marketing Management, CBS Publishers & Distributors, New Delhi..3rd edition
  • Kotler, Philip and Keller, Kevin Lan, Marketing Management, Pearson Education (Singapore) Pvt Ltd., Indian branch, New Delhi, 12 edition

 

References: 
  • OnkvisitSak& Shaw John J “International Marketing-Analysis and Strategy”. Prentice Hall Publishing House,New Delhi.3rd edition.
  • Cateora Philip R & Graham John L , “International Marketing” .Irwin McGraw Hill, New Delhi
  • Vasudeva P K, “ International Marketing”. Excel Books,newdelhi

 

ACADEMIC YEAR: 
2017-2018
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