Third Year

Time : Three hours

Maximum : 75 marks

1. Section A consists of EIGHT short answer questions. The candidate has to answer FOUR questions. The answer shall not exceed 1 page each.
2. Section B consists of FOUR questions. Each question consists of either or choices and the candidate has to answer either (a) or (b) from each question. The answer shall not exceed 5 pages each.
3. Section C consists of Case which is compulsory and carries 15 marks.

SECTION A - (4 x 3 = 12 marks)

1. Write briefly on any FOUR of the following:

(a) Regional economic groups.
(b) International political system.
(c) Dumping
(d) International price discrimination.
(e) International market segmentation.
(f) Product adoption
(g) Bill of lading.
(h) Length of distribution.

SECTION B-(4 x 12 = 48 marks)

2. (a) How you determine the need for international marketing to your firm?

Or

(b) What are the various social factors to be considered in internationalization of a domestic product?

3. (a) Critically evaluate the Export and Import policy of Indian government. What suggestions you make for improvement?

Or

(b) Identify and explain various documents to be prepared in exporting goods from India.

4. (a) Explain any four product policies suitable for internationalization of domestic product.

Or

(b) Differentiate between domestic distribution and international distribution systems.

5. (a) How do you segment and select foreign markets for domestic product?

Or

(b) What is the process of conducting international marketing research?

SECTION C - (15 marks)

Compulsory

6. Case

In 1985, Procter & Gamble (P & G) experienced a shock when its share of Japan's disposable diaper market which had been 90 percent, suddenly tumbled to 7 percent. Local Japanese firms, after spending two years in marketing research, introduced new, improved products at lower prices, and best P & G at its own game.

Procter & Gamble's biggest shortcoming was in marketing research, where the company had failed to determine exactly what Japanese parents wanted for their babies. Japanese competitors had combined the new technology of high-absorbency and form-fitting design with low-cost manufacturing to produce improved and lower-priced diapers.

With only 30 percent of Japanese families using disposable diapers, the growth potential is enormous; the forecast for 1990 total market sales is $ 1.3 billion. P & G did eventually introduce improved products to recapture a portion of its lost market share through a heavy advertising blits and consumer promotions in which stuffed toys were given away.

It appears that continued sales growth may require a drastic price reduction; P & G may have to live with smaller margins until it can reduce manufacturing costs. Marketers at P & G are considering the feasibility of transferring some of their American promotions and advertising to the Japanese market place. The Pampers Baby Care magazine has been a novel and successful promotion that has helped to develop brand loyalty in America, and it might bridge the culture gap with only slight modifications.

Another successful promotion for P & G has been obtaining the endorsement of the National Pedistric Nurses Association. Since the Japanese consumer demands quality and respects technical skills, this may be a useful marketing tool for recapturing market share.

P & G has had a similar, although not as drastic, loss of its disposable diaper market share in the United States. As the baby boomers of the 1950s began having children the size of the market became irresistible and competitors began to introduce new, improved products. P & G's 66 percent share of the U.S. disposable diaper market in 1981 dropped to 45 percent in 1985.

In the disposable diaper market, where profits have been high for 25 years, giant Procter & Gamble apparently neither anticipated the new competition nor invested in product improvement or new production technology. The result has been a world wide loss of much of its market in less than two years. In Japan, the competition has left P & G far behind.

Questions:

(a)What cultural differences must be considered when introducing a product like disposable diapers in Japan?

(b) Evaluate the standardization/adaptation decision with respect to P & G's marketing strategy for disposable diapers.

(c) How can you explain P & G's experience in 1985 in Japan-in other words, what went wrong?

(d) What type of marketing research should P & G do as it prepares to enter other markets with its disposable diapers?

[204/DM-I/04]

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