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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]