MM - 404- INTERNATIONAL MARKETING |
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1 Introduction: Definition of international marketing, Domestic vs. international marketing,
Benefits of international marketing, Process of internationalization, Marketing orientation of a
firm
2 Trade Theories: Basis of international trade, Principles of absolute and relative advantage,
Factor endowment theory
3 Dynamics of World Market: Identifying and satisfying global needs, Coordinating activities
and recognizing constraints
4 Environment of International Marketing: Economic-cultural – culture and its
characteristics, influence of culture on consumption decisions, cultural universals,
Politico- Legal – concept of multiplicity of political and legal environment, different political
and legal systems
5 International Institutions: (only the objectives) – WTO, World Bank, IMF, ADB, UNCTAD,
EEC, SAPTA, NAFTA etc.
6 International Product Policy: New product policy, International product life cycle, Product
line policies, Branding, packaging and labeling
7 International Pricing Strategies: Factors in pricing, Alternative strategies, Forfeiting,
Transfer pricing, Dumping, Counter trade
8 Distribution: Methods of entry into foreign markets, Foreign market channels, Global logistics
9 Promotion: Global promotion mix, Standardized global communication
10 Foreign Exchange: Concepts of spot rate, forward rate, arbitrage, translation; FEMA
11 Procedure of Foreign Trade and Documentation: Process of importing and exporting,
Documentation (only the purpose) – certificate of origin, bill of lading, mates receipt, letter of
credit, line of credit
12 Case Study
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Suggested Readings |
Black & Sundaram: International Marketing: PHI
Doole, J. & Lowe, R.: International Marketing Strategy; Thomson
Johansson, J.K., TMH
Joshi: International Marketing: OUP
Keegan: Global Marketing Management: Pearson
Lee, K. & Carter, S., Global Marketing management, OUP
Onkvisit & Shaw: International Marketing – Analysis & Strategy: Pearson
Paul, J,& Kapoor, R, International Marketing, TMH
Terpestra & Sarathy: International Marketing: Harcourt College Publishers
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