Examination Paper: International Business Management
5
IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Global Marketing Management
1. All the ethnocentric orientations are collectively
called…………………………………………………………….
2. Presently number of members countries in OECD are:
a. 12
b. 20
c. 24
d. 29
3. If the value be ‘a’ , benefit be ‘b’ and the price be ‘c’ then relation between the threes is given
by:
a. a=b/c
b. a=c/b
c. a=b+c
d. None of the above
………………………………………………………………………………………………………
10. Name one of the common wealth of independent States
(CIS)……………………………………………..
Part Two:
1. Write short “Hofstede’s Cultural Typology”.
2. Write a short note on “Diffusion Theory”.
3. According to “D’arcy Massius Benton & Bowles’s Euroconsumer Study”. Who are disaffected
survivors?
4. What do you understand by “Piggyback Marketing”?
Caselet 1
Which Company Is Transnational?
Four senior executives of companies operating in many countries speaks:
COMPANY A
We are transnational company. We sell our products in over 80 countries, and we manufacturer in 14
countries. Our overseas subsidiaries manage our business in their respective countries. They have
complete responsibility for their country operations including strategy formulation. Most of the key
executives in our subsidiaries are host-country nationals, although we still rely on home-country
persons for the CEO and often the CFO (chief financial officer) slots. Recently, we have divided the
world regions and the United States. Each of the world regions reports to our world trade
organization, which is responsible for all of our business outside United States.
The overseas companies a...but they
lack the necessary perspective of the world required for the top jobs here at headquarters.
Questions:
1. Which company is transnational?
2. What are the attributes of a transnational company?
3. What is the difference between a domestic, international, multinational, global, and transnational
company?
4. At what stage of development are your company and your line of business today? Where should
you be?
Caselet 2
Parker Pen Co. (A)
INTRODUCTION
The meeting at sunny Palm Beach concluded with nary a whimper of dissent from its participants.
After years of being run as a completely decentralized company whose managers in all corners of the
world enjoyed a high degree of flexibility, Parker Pen Co., Janesville, Wisconsin, was forced to
reexamine itself. The company had enjoyed decade after decade of success until the early 1980s. By
this time, Parker faced strong competitive threats and a deteriorating internal situation. A new
management team was bought in from outside the company – an unprecedented step for what had
been until then an essentially family-run business. At the March 1984 Palm Beach meeting, this new
group of ...from Gillette, where, among other
things, he assisted in the worldwide marketing of Paper Mate pens. Rounding out the team was Carlos
... closely
examined, not the least of which was Parker’s decentralization of global operations.
Questions:
1. What would you do if you were in James Peterson’s shoes in January 1982?
2. What changes, if any, would you make in Parker’s marketing strategy?
3. Which aspects of Parker’s structure would you discard? Which would you keep?
4. Assume that you are James Peterson and you have just hired a new management team composed
of highly qualified executives from outside companies. You and your new team are convinced
that you have the solution to Parker’s problems but there are many hold overs who disagree with
you. How would you implement your plan? To what extent would you incorporate the views of
Parker management into your plan?
1. Consider the equation Y=f(A,B,C,D,E,F,G), where Y stands for consumption of soft drinks
and D is the variable for cultural elements. How would this equation help a soft-drink
marketer understand demand for soft drinks in global markets?
2. The president of XYZ Manufacturing Company of Buffalo, New York, comes to you with a
license offer from a company in Osaka. In return for sharing the company’s patents and
know-how, the Japanese company will pay a license fee of 5percent of the ex-factory price of
all products sold based on the U.S. Company’s license. The president wants your advice what
would you tell him?
5
IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Global Marketing Management
1. All the ethnocentric orientations are collectively
called…………………………………………………………….
2. Presently number of members countries in OECD are:
a. 12
b. 20
c. 24
d. 29
3. If the value be ‘a’ , benefit be ‘b’ and the price be ‘c’ then relation between the threes is given
by:
a. a=b/c
b. a=c/b
c. a=b+c
d. None of the above
………………………………………………………………………………………………………
10. Name one of the common wealth of independent States
(CIS)……………………………………………..
Part Two:
1. Write short “Hofstede’s Cultural Typology”.
2. Write a short note on “Diffusion Theory”.
3. According to “D’arcy Massius Benton & Bowles’s Euroconsumer Study”. Who are disaffected
survivors?
4. What do you understand by “Piggyback Marketing”?
Caselet 1
Which Company Is Transnational?
Four senior executives of companies operating in many countries speaks:
COMPANY A
We are transnational company. We sell our products in over 80 countries, and we manufacturer in 14
countries. Our overseas subsidiaries manage our business in their respective countries. They have
complete responsibility for their country operations including strategy formulation. Most of the key
executives in our subsidiaries are host-country nationals, although we still rely on home-country
persons for the CEO and often the CFO (chief financial officer) slots. Recently, we have divided the
world regions and the United States. Each of the world regions reports to our world trade
organization, which is responsible for all of our business outside United States.
The overseas companies a...but they
lack the necessary perspective of the world required for the top jobs here at headquarters.
Questions:
1. Which company is transnational?
2. What are the attributes of a transnational company?
3. What is the difference between a domestic, international, multinational, global, and transnational
company?
4. At what stage of development are your company and your line of business today? Where should
you be?
Caselet 2
Parker Pen Co. (A)
INTRODUCTION
The meeting at sunny Palm Beach concluded with nary a whimper of dissent from its participants.
After years of being run as a completely decentralized company whose managers in all corners of the
world enjoyed a high degree of flexibility, Parker Pen Co., Janesville, Wisconsin, was forced to
reexamine itself. The company had enjoyed decade after decade of success until the early 1980s. By
this time, Parker faced strong competitive threats and a deteriorating internal situation. A new
management team was bought in from outside the company – an unprecedented step for what had
been until then an essentially family-run business. At the March 1984 Palm Beach meeting, this new
group of ...from Gillette, where, among other
things, he assisted in the worldwide marketing of Paper Mate pens. Rounding out the team was Carlos
... closely
examined, not the least of which was Parker’s decentralization of global operations.
Questions:
1. What would you do if you were in James Peterson’s shoes in January 1982?
2. What changes, if any, would you make in Parker’s marketing strategy?
3. Which aspects of Parker’s structure would you discard? Which would you keep?
4. Assume that you are James Peterson and you have just hired a new management team composed
of highly qualified executives from outside companies. You and your new team are convinced
that you have the solution to Parker’s problems but there are many hold overs who disagree with
you. How would you implement your plan? To what extent would you incorporate the views of
Parker management into your plan?
1. Consider the equation Y=f(A,B,C,D,E,F,G), where Y stands for consumption of soft drinks
and D is the variable for cultural elements. How would this equation help a soft-drink
marketer understand demand for soft drinks in global markets?
2. The president of XYZ Manufacturing Company of Buffalo, New York, comes to you with a
license offer from a company in Osaka. In return for sharing the company’s patents and
know-how, the Japanese company will pay a license fee of 5percent of the ex-factory price of
all products sold based on the U.S. Company’s license. The president wants your advice what
would you tell him?
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