Mktg 430:International Marketing Question Paper
Mktg 430:International Marketing
Course:Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2013
KENYA METHODIST UNIVERSITY
END OF 2''ND ''TRIMESTER 2013 (EVENING) EXAMINATION
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 430
UNIT TITLE : INTERNATIONAL MARKETING
TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and any Other TWO Questions
Question One
Brand acquisition for Global dominance. The Case of Brooke Bond Tea.
Unilever made history by acquiring controlling interests in Brooke bond teas. The company paid approximately 270 million dollars to acquire the majority interests in the comply. The strategy of acquiring an international brand in global tea may not have been popular as it involved lengthy discussions with indigenous. The Company saw its future in global market as transforming Brookebond from domestic packaged tea into a manufacture of to global player under unilever teas and make itself available in major markets as of the world.
The company projects that of its future revenue would come from world markets. The company feels that the global brand image of Brook bond seas was improved. The company undertook the task of refurbishing and repackaging its brands in year 2005.
Required
a) Explain some of the challenges the company is likely to encounter in entering new markets for the new tea brand under its flagship brands.
(10marks)
b) Having acquired the Brooke bond tea and incorporated the tea brands into its global portifolio, the company has shifted its business orientation. Distinguish between Enthrocentric and Geocentric
orientation clearly highlight marketing implication of each. (6marks)
c) Explain the factors that will influence the export price for the company`s tea brands. (10marks)
d) New product development entails coming up with new products. This may entail modification of the product package. Explain any THREE factors that influence adoption of new products on the foreign markets.
(6marks)
Question Two
a) Implementation of promotion activities in the foreign markets is prone to several challenges. Explain FIVE problems likely to be encountered by the marketer in implementation of an advertising campaign in the foreign markets. (10marks)
b) A marketer must plan introduction of new products in the foreign market over time as a way of ensuring continuous flow of income. Explain the TWO main approaches a marketer will use in introduction of new products in foreign markets. (10marks)
Question Three
a) Different methods are used in export pricing. Give an account of FIVE methods used in export pricing. (15marks)
b) Identify and briefly explain THREE market channel decisions in international marketing. (5marks)
Question Four
a) Explain any THREE ways of personal selling in international markets.
(6marks)
b) Physical distribution of goods across countries is prone to many risks thus care should be taken in preparing goods for transport. Explain FOUR main packaging problems the marketer should take into consideration when preparing goods for transport especially sea transport. (10marks)
Question Five
"Environmental scanning helps market identify the opportunities and threats in the chosen foreign markets". Explain any FIVE aspects of the economic environment that the international marketer must consider in evaluating the attractiveness of chosen markets. (20marks)
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