Identify the major environmental influences which can have an impact on the international marketing strategies of commercial organizations

Identify the major environmental influences which can have an impact on the international marketing strategies of commercial organizations

INTERNATIONAL MARKETING

 

Instructions to candidates:

 

a) Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during this time)

b) Answer any FIVE questions

c) All questions carry equal marks. Marks for each question are shown in [ ]

 

1. Identify the major environmental influences which can have an impact on the international marketing strategies of commercial organizations. [20]

 

2. Critically appraise the techniques that can be used by marketing management in order to select international markets for their products and services. [20]

 

3. Describe the variables that must be considered in deciding on the organization structure to be used to support an organization’s international operations. [20]

 

4. Explain what you understand by the following terms:

 

a) Marketing research consortia

b) Qualitative research

c) Non-tariff barriers [20]

 

5. Advise one of your clients on the benefits and risks associated with the following methods of international market entry:

 

a) Use of export houses

b) Use of overseas agents

c) Franchising [20]

 

6. Distinguish between communication standardization and communication adaptation and summaries the key factors that can be associated with EACH option. [20]

 

7. Write notes on THREE of the following:

 

a) Online communications

b) Relationship marketing

c) Countertrade

d) Transfer pricing [20]

 

8. Explain the importance of branding and discuss the branding strategies that can be applied to the brand portfolio. [20]


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