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Mktg 430:International Marketing Question Paper

Mktg 430:International Marketing

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

KENYA METHODIST UNIVERSITY

END OF 2ND TRIMESTER 2012 (EVENING) EXAMINATIONS
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 430
UNIT TITLE : INTERNATIONAL MARKETING

TIME: 2HRS

INSTRUCTIONS: Answer Question ONE and ANY Other TWO Questions.

QUESTION ONE
a) Differentiate between the following terms as used in International

Marketing:

Global product and global brand
A global company and a multinational company.

Product standardization and products localization

(12marks)

b) With relevant examples, discuss the application of the following International marketing theories in the Kenyan perspective.
i) Theory of comparative advantage
ii) Theory of International product life-cycle (8marks)

c) Briefly explain the global product planning strategic alternatives available to an International marketer. (10marks)

QUESTION TWO
a) Discuss briefly the environmental influence International, marketers have to deal with when making pricing decisions. (10marks)

b) Explain the important forces that drive company to engage in global marketing. (10marks)

QUESTION THREE
a) Define a distribution strategy and state reasons why distribution channel decisions are strategically important to a firm involved in International marketing. (12marks)

b) What do you understand by "Mandatory product adaptation", strategy and state conditions under which this strategy is employed. (8marks)

QUESTION FOUR
a) Outline any FIVE general strategies that have suggested for positioning products globally. (10marks)

b) Discuss the major components that make the economic environment which International marketers should consider and state the role each plays in International marketing. (10marks)

QUESTION FIVE
Mr. Jumbo is an entrepreneur in service industry in Kenya and wants to take his business beyond the Kenya borders. He has approached you as an International marketer for the major International marketing decisions that he must make. Briefly advise him on these decisions. (20marks)

Mktg 430:International Marketing Question Paper

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