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Mktg 430:International Marketing Question Paper
Mktg 430:International Marketing
Course:Masters In Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2013
INTERNATIONAL MARKETING B(MKTG 430) 1ST TRIMESTER 2013
KENYA METHODIST UNIVERSITY
END OF 1''ST ''TRIMESTER 2013 (DAY) 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
Read the case below and discuss the questions that follow;
Lack of knowledge of foreign consumer needs and customs often result in U.S companies mis-marketing abroad. Consider Procter and Gamble (P&G), a company renowned for its ability to meet the needs of American consumers with leading packaged goods such as Tide detergents, toothpaste, Folgers coffee and pampers disposable diapers. Until recently, when it came to marketing in Japan, P&G appeared to be a novice. It made the biggest mistake of assuming that the marketing strategies that worked at home would also work abroad.
Its experience in disposable diapers was instructive. In the words of its current CEO, when it introduced pampers in Japan in 1977, it used "American products, American advertising and American sales methods and promotional strategies." The product was relatively thick and bulky, designed for American mothers who intended to leave diapers on their babies for longer periods. P&G did not recognize that Japanese women are among the most compulsive cleaners in the world and change their babies’ diapers twice as often as the average American mother. Japanese companies saw an opening and introduced thinner, leak resistant diapers better suited to the needs of Japanese mothers. As a result, pampers markets share plummeted from 90% in 1977 to 7% in 1985.
At that point the new head of international operations, Edward Artz, recognized the fallacy of ignoring the cross cultural differences and encouraged development of an improved diaper with one third thickness of the original model. By 1990, the new diaper captured more than one third of the Japanese market and became the prototype for Ultra Pampers in the United States.
P & G is now a company attuned to cross cultural differences, especially since Artz became the CEO. Between 1990 to 1993, under Artz’s leadership, the company became a world player in cosmetics. It is aggressively moving into Eastern Europe. In each case, it is not doing so hesitantly, given its new found confidence in defining and meeting the needs of foreign consumers.
Describe the advantages and disadvantages of the global marketing approach/orientation/ philosophy used by P & G in Japan.
(10 Marks)
With reference to P & G describe the role of culture in influencing international marketing decisions.
(8 Marks)
With reference to P & G. Discuss the reasons for going international.
(10 Marks)
Question Two
Discuss the advantages and disadvantages of licensing as a foreign market entry strategy.
Describe the causes of counterfeit trade and suggest ways for controlling it.
Question Three
Discuss the advantages and disadvantage of standardizing the product strategy in the international; markets.
(10 Marks)
Discuss the factors that a marketer should consider when determining the price in international marketing.
(10 Marks)
Question Four
Define "grey markets" and explain the factors that stimulate the growth of grey markets.
(12 Marks)
Describe the factors that international marketer consider when designing adverts for foreign markets.
(8 Marks)
Question Five
Discuss how the following environmental factors influence international marketing decisions
Legal environment
Cultural environment.
Economic environment
Technological environment
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