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International Marketing Question Paper
International Marketing
Course:Bachelor Of Commerce
Institution: Kenyatta University question papers
Exam Year:2012
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2011/2012
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 306: INTERNATIONAL MARKETING
DATE: FRIDAY, 30TH MARCH 2012 TIME: 2.00 P.M. – 4.00 P.M.
INSTRUCTIONS: Answer Question 1 and any other Two questions.
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1.a)Marketers targeting foreign markets need to demonstrate how the marketing mix will be rolled out to facilitate effective participation in the foreign markets. Discuss the four broad multinational strategic orientations marketers can borrow from.(15 marks)
b)The nature of the environment faced by international organizations is what accounts for the significant difference between ordinary marketing and international marketing. Discuss the various multi-environment that affect international companies.(15 marks)
2.a)Some of the best-known business schools in the world want to emphasize discipline-based courses and eliminate international courses, based on the rationale that marketing and management principles are applicable everywhere. Is there a need to study international marketing? Discuss the pros and cons of the discipline-based approach as compared to the international approach.(10 marks)
b)Planning for global markets is undertaken in a systematic way that involves four major phases, discuss and give relevant examples of the above four phases.(10 marks)
3.a)There are three schools of thought on the issue of standardized advertising, they include standardization, individualization, and compromise, discuss each of them in detail, and choose the desired option in an international setting(10 marks)
b)The strategic orientation will indicate how marketers view their foreign markets and their preferred strategic approach for playing in these foreign markets. There are four broad multinational strategic orientations marketers can borrow from, explain each one of them in detail.(10 marks)
4.a)Sales management is one of the most important areas in marketing. In the international marketing arena it gains more attention due to the wide distance existing between multinational firms and the location of their foreign customers. Discuss the two main sales management approaches in detail.(10 marks)
b)After learning of no import barriers to its product, a US processed food manufacturer
conducted market research in Japan to determine the degree of interest in cake
mixes. The results were encouraging: the Japanese enjoy eating cakes. Concluding that there was no reason why Japanese consumers would not want to buy ready-mad cake mixes, the company proceeded to persuade Japanese supermarkets to carry its
product. The sales were extremely disappointing. Did the Japanese interviews
mislead the manufacturer? Or did the manufacturer fail to ask enough or the right
questions?(10marks)
5.Regional economic groupings are emerging as a formidable force in the growth of
international marketing. Explain five types and levels of regional groups and their potential for enhanced performance in international markets.(20 marks)
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