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International Marketing(Mktg 542) Question Paper

International Marketing(Mktg 542)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2010

TIME : 3 HOURS
INSTRUCTIONS Answer Question ONE and any other THREE Questions

Question 1
Novica Opens Doors across National Boundaries
Novica is an online retailer that unites thousands of master artists from around the world with customers in the United States. They specialize in handmade home décor, art, jewelry, and other unique items from Brazil, Ghana, India, Indonesia, Mexico, Peru, and Thailand. The business was launched in 1997 and was designed to link artisans from the developing world with customers from the United States. The plan was unique, not just for the business model but it actually was an attempt to change the world. The focus on the product line was to restore the importance of traditional culture and skills.
American buyers preferred items that were handmade rather than mass produced. Many individuals from developing countries enjoy working in small groups with family and friends. Novica gained financial strength when National Geographic decided to partner with them by taking a minority stake in the company. They continue to be one of the longest surviving online businesses offering products from over 10,000 artists, while at the same time creating jobs for tens of thousands of people in these developing countries.
a) Explain the international market entry decisions Novica had to put into question before entering into a new market? (10 marks)
b) What type of international market entry has Novica adopted? (2 marks)
c) Comment on the financial strength if Novica could have used direct investment, (4 marks)
d) Recommend the best distribution management Novica can adopt. (6 marks)
e) Discuss the importance of on-line marketing. (8 marks)

Question 2
a) Explain with examples how exogenous variables in the international environment make export marketing more complex than domestic marketing. (8 marks)
b) What factors have resulted in the rapid rise in outsourcing of independent agents overseas? (5 marks)
c) Discuss the non-tariff and tariff barriers in international marketing. (12 marks)

Question 3
a) Explain the ‘product life-cycle’ concept as it relates to international trade and investment.What does the concept mean to the individual firm? (12 marks)
b) What is meant by a ‘change agent’ in export marketing? Give examples of each type of change agent. (8 marks)
c) Identify specific market drivers for global pricing. (5 marks)

Question 4
a) What is the best way for segmenting export markets? Explain. (5 marks)
b) Under what conditions would a strategy of multiple entry modes be most appropriate and under what conditions would it be inappropriate? Discuss. (15 marks)
c) Explain the effects of global branding on international market culture. (5marks)

Question 5
a) Why should a company make a specific channel decision for each product going to each overseas market? (10 marks)
b) Why should an exporter worry about gray market distribution of its products in foreign market? What can be done to protect against this practice? (10 marks)
c) What are the major non-export modes of entry into foreign markets? How does strategic focus relate to such market entry modes? (5 marks)

Question 6
a) Internet marketing (e-commerce) will eventually replace traditional approaches to export. If so, which approach(es) are to be replaced and why is this so? If not, why? Discuss. (20 marks)
b) Why is it important that the exporter be very careful in the selection of foreign-based distributors and agents? (5marks)

International Marketing(Mktg 542) Question Paper

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