UNIT I

INTRODUCTION, MNCS AND INTERNATIONAL BUSINESS

12

International Marketing - Reasons/Motives of International Marketing - International Orientation - Stages of Internationalization - International Marketing Environment

Definition - Organizational Transformation - Globalization of Business - MNCs and International Trade - Merits and Demerits of MNCs

UNIT II

MARKET STRATEGIES

12

Market Selection Process - Determinants of Market Selection - Market Segment Selection - Licensing and Franchising - Entry Strategies for Indian Firm

UNIT III

MARKET COVERAGE AND PRODUCT STRATEGIES          

12

Concentrated Marketing - Market Segmentation - Differentiated Marketing Strategy - Product Decisions - Product Mix, PLC, New Product Development - Branding and Product Communications Strategies

UNIT IV

PRICING AND DISTRIBUTION STRATEGIES

12

Pricing Objectives - Factors Affecting Pricing - Pricing Methods - International Channel Systems - Types of Intermediaries - International Logistics

UNIT V

INTERNATIONAL PROMOTION

12

Communication Mix - Export Promotion - EOUs, EPZs and SEZs

                                                                                                                    TOTAL: 60 

TEXT BOOKS:

Sl.No.

Author(s)

Title of the Book

Publisher

Year of

Publication

1.

Francis cherunilam

International Marketing

Himalaya Publishing House

2002

REFERENCE BOOKS:

Sl.No.

Author(s)

Title of the Book

Publisher

Year of

Publication

1.

Srinivasan R

International Marketing

Prentice Hall of India

2002

2.

Kumar.N, Mittal.R

International Marketing

Anmol Publication Pvt Ltd

2002

3

Philip.R.Cateora

John.L.Graham

International Marketing

Tata McGrawHill

2001

4

Rathor.B S

Rathor J S

Export Marketing

Himalaya Publishing House

2001

WEB URLs:

•  www.iimcal.ac.in

• www.coolavenues.com

• www.globalmarketing.co.in