Other university, General , International Marketing Syllabus

INTERNATIONAL MARKETING

Unit-I
International Marketing: Nature, definition, and scope of international marketing:

Domestic marketing vs. international marketing. International marketing environment-
external and internal.

Unit-II
Identifying and Selecting Foreign Market: Foreign market entry mode decisions.
Product Planning for International Market: Product designing; Standardization vs.
adaptation;
Branding, and packaging; Labeling and quality issues; after sales service.

Unit-III
International Pricing: Factors influencing international price; Pricing process-process and
methods: International price quotation and payment terms.
Promotion of Product/Services Abroad: Methods of international promotion; Direct mail
and sales literature; Advertising; Personal selling; Trade fairs and exhibition.
Unit-IV
International Distribution: Distribution channels and logistics decisions; Selection and
appointment of foreign sales agents.
Unit- V
Export Policy and Practices in India : Exim policy-an overview; Trends in India’s foreign
trade; Steps in starting an export business; Product selection; Market selection; Export
pricing; Export finance; Documentation; Export procedures; Export assistance and
incentives.

Suggested Readings

1. Bhattacharya R.L. and Varshney B: International Marketing Management; Sultan Chand,
New Delhi.
2. Bhattacharya B : Expert Marketing Strategies for Success: Global Press, New Delhi.
3. Keegan W.J. Multinational Marketing Management; Prentice Hall, New Delhi.
4. Kriplani V: International Marketing; Prentice Hall New Delhi.
5. Taggart J.H. and Moder Mott M.C.: The Essence of International Business; Prentice Hall
New Delhi.
6. Kotler Phillip: Principles of Marketing : Prentice Hall New Delhi.
7. Payer Weather John international Marketing; Prentice Hall, NJ.
8. Caterora P.M. and Keavenay S.M. : Marketing an International Perspective; Erwin
Homewood, Illinois.
9. Paliwala, Stanley J. The Essence of International Marketing : Prentice Hall, New Delhi.