INTERNATIONAL MARKETING

Paper Code: 
GPM-401
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  1. To give students an in-depth knowledge of international marketing
  2. To familiarize with the business environment and the students should be able to analyze the various strategies adopted by exporters while positioning their product globally
9.00
Unit I: 
International Marketing:
  • Nature and Scope
  • International Marketing Vs Domestic Marketing
  • Importance of International Marketing
  • Problems and Challenges of International Marketing
9.00
Unit II: 
Market Entry Strategies
  • Licensing
  • Franchising
  • Exporting
  • Turnkey Contracts, Joint Venture, Mergers and Acquisition
  • Direct and Indirect Exporting
9.00
Unit III: 
Product Planning & Development
  • Product Planning
  • Product Line and Mix
  • Product Life Cycle
  • Product Mix Decisions
  • Promotion- Advertisement, personal selling, trade fairs & exhibitions
9.00
Unit IV: 
International Pricing
  • Domestic & International Marketing
  • Pricing Objectives
  • Factors Influencing Pricing
  • Process of Determination
  • Inco Terms
9.00
Unit V: 
Physical Distribution
  • Meaning, Characterstisics of Channels of Distribution
  • Types of Export Channels of Distribution
  • Factors affecting Logistics or Physical Distribution
  • Promotion of Products
  • Promotion Mix, Components and Decisions
Essential Readings: 

1. Kothari, Jain, Mittal., International Marketing, RBD Jaipur.

2. Bhattacharyya, Varshney.,  International Marketing, Sultan Chand & Sons New Delhi.

References: 
  1. Kothari, Rajesh., International Marketing, RBD Jaipur
  2.  Vasudeva, P. K., International Marketing, Excel Books, New Delhi.
Academic Year: 
2018-19
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