SUBJECT : INTERNATIONAL BUSINESS

Question 3 (20 marks) a. Define push and pull promotional strategies. (2 marks) Answers: AHA 4/6 DIB5214 INTERNATIONAL BUSINESS 27 APRIL 2022 b. Explain TWO (2) factors for an international marketer to decide when to use push or the pull strategy. (8 marks) Answers: c. Read the following short article and answer the following question: 6 Oct 2021 - Foodpanda Malaysia has apologized for its controversial Pollywood video that caused social media users to slam it for appropriating Indian culture. Pollywood, the brand's Bollywood-themed promotional video featuring an all-Malay cast, was slammed online for appropriating Indian culture for not having any artiste of Indian ethnicity in its video uploaded on September 29, 2021. Speaking to Malay Mail, Foodpanda Malaysia's marketing head Vanita Menon Kris apologized for the misunderstanding over the Pollywood video, adding that it tells the story of a specific urban Malay household in its upcoming musical videos series". Unfortunately, the advertisement was criticized harshly especially by the Indian community for not being culturally sensitive as the video was uploaded a few weeks before the Deepavali celebration. The article was excerpted from: https://www.malaymail.comews/life/2021/10/06/accused-of-appropriating-indian-culture- foodpanda-malaysia-apologises-for-p/2011216 AHA 5/6 DIB5214 INTERNATIONAL BUSINESS 27 APRIL 2022 Now answer the following questions: Based on the news article above, describe the most appropriate combination of product and promotional strategies that suits multi-cultural countries like Malaysia. (2 marks) Then, provide TWO (2) reasons for selecting the product and promotional strategies. (8 marks)