162
M. COM. (PART-II)
BUSINESS MANAGEMENT
PAPER - IV
INTERNATIONAL MARKETING
, © UNIVERSITY OF MUMBAI
Dr. Sanjay Deshmukh
Vice Chancellor,
University of Mumbai
Dr. Ambuja Salgaonkar Dr. D. Harichandan
Incharge Director Incharge Study Material,
Institute of Distance and Institute of Distance and
Open Learning Open Learning
University of Mumbai, Mumbai University of Mumbai, Mumbai
Programme : Mrs. Nilam Panditrao
Co-ordinator Lecturer-cum Assistant Director
(Accounts IDE)
Course Co-ordinator : Dr. Gopinathan S.
M. Com. MIB (IIFT), M. B. A. (HR), Ph. D.
Professor & Head of the Demaprtment of
Commerce,
S. S. & L. S. Patkar College,
S. V. Road, Goregaon (West),
Mumbai - 400 062
e-mail ID :
Course Writer : Dr. A. M. Bhende
M. Com., DHE, Ph. D.
Vice-Principal - P. D. Lions College,
Sunder Nagar, Malad (West),
Mumbai - 400 064
Reprint December 2015, M. Com (Part-II), Paper-IV, Business Management,
International Marketing
Published by : Incharge Director
Institute of Distance and Open Learning ,
University of Mumbai,
Vidyanagari, Mumbai - 400 098.
DTP Composed : Shree Graphic Centre
28,Mangal Wadi, Mumbai - 4
Printed by : Printography Systems (India) Pvt. Ltd.
13/D, Kurla Industrial Estate, Nari Seva Sadan Road,
Narayan Nagar, Ghatkopar (W), Mumbai -400 086.
, CONTENTS
Unit No. Title Page No.
1. Introduction to International Marketing : 01
2. · International Marketing Environment 14
3. International marketing strategy 53
4. Procedural and policy framework 105
5. Case Study Analysis 160
, SYLLABUS
M.COM (PART-II) PAPER -IV
BUSINESS MANAGEMENT
INTERNATIONAL
MARKETING
Introduction :This course on International Marketing will enable the students
to have an understanding of International Marketing practices, trends,
strategies along with the procedural and policy framework involved in export
trade.
Course Objectives :
1. To understand the trends and functioning of International Markets.
2. To understand the prevailing environment in International Market.
3. To understand the development of marketing plans and strategies in
international trade.
4. To understand the procedural and policy framework involved in export
trade.
Module-1
Introduction to International Marketing :
Meaning, features, reasons for entering international markets, trends in
international trade, challenges of international marketing, driving and
restraining forces in intentional marketing, maintenance international
marketing decision, methods of payment in international trade, international
trade theories, role of MNC's in international marketing, overview of India's
foreign trade and problems of India's export sector.
Module-2
International Marketing Environment
Global economic environment, social and cultural environment, political, legal
and regulatory environment in International market, trade barriers, trade
blocs, WTO (incl. new developments at WTO) financial environment) incl.
role of IMF, IBRD, IDA, IFC)
Module-3
International marketing strategy
Market entry strategies, selection of markets, product decision, pricing
'decisions, physical distribution, promotion strategies) incl. advertising and
e-marketing).
M. COM. (PART-II)
BUSINESS MANAGEMENT
PAPER - IV
INTERNATIONAL MARKETING
, © UNIVERSITY OF MUMBAI
Dr. Sanjay Deshmukh
Vice Chancellor,
University of Mumbai
Dr. Ambuja Salgaonkar Dr. D. Harichandan
Incharge Director Incharge Study Material,
Institute of Distance and Institute of Distance and
Open Learning Open Learning
University of Mumbai, Mumbai University of Mumbai, Mumbai
Programme : Mrs. Nilam Panditrao
Co-ordinator Lecturer-cum Assistant Director
(Accounts IDE)
Course Co-ordinator : Dr. Gopinathan S.
M. Com. MIB (IIFT), M. B. A. (HR), Ph. D.
Professor & Head of the Demaprtment of
Commerce,
S. S. & L. S. Patkar College,
S. V. Road, Goregaon (West),
Mumbai - 400 062
e-mail ID :
Course Writer : Dr. A. M. Bhende
M. Com., DHE, Ph. D.
Vice-Principal - P. D. Lions College,
Sunder Nagar, Malad (West),
Mumbai - 400 064
Reprint December 2015, M. Com (Part-II), Paper-IV, Business Management,
International Marketing
Published by : Incharge Director
Institute of Distance and Open Learning ,
University of Mumbai,
Vidyanagari, Mumbai - 400 098.
DTP Composed : Shree Graphic Centre
28,Mangal Wadi, Mumbai - 4
Printed by : Printography Systems (India) Pvt. Ltd.
13/D, Kurla Industrial Estate, Nari Seva Sadan Road,
Narayan Nagar, Ghatkopar (W), Mumbai -400 086.
, CONTENTS
Unit No. Title Page No.
1. Introduction to International Marketing : 01
2. · International Marketing Environment 14
3. International marketing strategy 53
4. Procedural and policy framework 105
5. Case Study Analysis 160
, SYLLABUS
M.COM (PART-II) PAPER -IV
BUSINESS MANAGEMENT
INTERNATIONAL
MARKETING
Introduction :This course on International Marketing will enable the students
to have an understanding of International Marketing practices, trends,
strategies along with the procedural and policy framework involved in export
trade.
Course Objectives :
1. To understand the trends and functioning of International Markets.
2. To understand the prevailing environment in International Market.
3. To understand the development of marketing plans and strategies in
international trade.
4. To understand the procedural and policy framework involved in export
trade.
Module-1
Introduction to International Marketing :
Meaning, features, reasons for entering international markets, trends in
international trade, challenges of international marketing, driving and
restraining forces in intentional marketing, maintenance international
marketing decision, methods of payment in international trade, international
trade theories, role of MNC's in international marketing, overview of India's
foreign trade and problems of India's export sector.
Module-2
International Marketing Environment
Global economic environment, social and cultural environment, political, legal
and regulatory environment in International market, trade barriers, trade
blocs, WTO (incl. new developments at WTO) financial environment) incl.
role of IMF, IBRD, IDA, IFC)
Module-3
International marketing strategy
Market entry strategies, selection of markets, product decision, pricing
'decisions, physical distribution, promotion strategies) incl. advertising and
e-marketing).
