GLOBAL MARKETING

ASSIGNMENT –I
1. (a) Concept of international marketing.
(b) Monetary environment.
(c) F TZs.
(d) Sales policy.
(e) Market entry strategy.
(f) International advertising.
2. Discuss the nature and scope of international marketing.
3. Explain the institutions involved in international marketing.
4. State the factors considered in the selection of international promotion strategy.
ASSIGNMENT –II
5. Describe the Export – import policy of India.
6. How are products priced in international marketing?
7. Enumerate the design of products for international market.
8. Case study (Compulsory)
Texas-based Granada Corporation helps ranchers around the world improve the quality of their cattle
through semen collection, artificial insemination, and embryo transfers, in which cattle embryos from
superior animals are implanted in surrogate cows. Granada is also one of a growing number of firms
conducting research in embryo cloning—the multiple replication of a fertilized embryo to produce
genetically identical offspring—and gene-transfer technologies.
Much of the company’s marketing effort focuses on educating ranchers about embryo transfer
technology and its benefits. In 1990, Granada and magazine publisher Hoistein-Friesian World Inc.
(HFW) joined forces in an industry awareness program called "A Clone, Just for You." The program’s
primary objective was to emphasize the safe, timely, and cost-effective characteristics associated with
utilizing commercial cloning in dairy herd management. Initial advertising included news releases,
displays at conventions, and sales promotions, such as contests giving away free products and dollarsoff
coupons toward the purchase of embryo technology.
This type of marketing expertise has enabled Granada to bypass overseas sales agents and go directly
to ranchers in its international marketing activities. Sometimes the ranchers approach Granada first.
Because of this direct customer contact, the company makes sure its employees have, in addition to
their technical expertise, well-developed interpersonal skills that are effective across a multitude of
cultures.
Most of the foreign customers who are interested in the high-technology service offered by Granada
can afford it and can arrange to pay in American dollars. Many ranchers arrange payment through
letters of credit at an American bank. Thus Granada is somewhat insulated against fluctuating
exchange rates and the economic woes of other nations.
The company does have to worry about customs regulations regarding the transfer of technology and
the sale of services across international boundaries, however. In addition, some foreign governments
have tried to obtain the technology for themselves. The issues associated with the transfer of science
(DEM2BA 5)
and technology across national boundaries and the international protection of proprietary
products and processes promise to be at the forefront of international trade negotiations in
the future.
With the apparent end of the Cold War and the political restructuring of Europe, bioscience
technology will become an important element of foreign policy, just as military strength was a few
short years ago. As with all companies engaged in international trade, Granada must be very careful
to obey all laws and regulations and yet ensure that it receives all payment that it deserves for its
services without unnecessarily "giving away" its unique products and ideas. All of this can be
especially difficult when dealing across national boundaries.
Questions
(a) What are the international environmental concerns in Granada’s marketing?
(b) What is the potential for marketing mix standardization at Granada?
(c) What are alternative ways Granada can gain new international markets?

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