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International Marketing Question Paper

International Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2011/2012 ACADEMIC YEAR
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 306: INTERNATIONAL MARKETING
DATE: Friday 2nd December 2011 TIME: 11.00 a.m. – 1.00 p.m.
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INSTRUCTIONS:
Answer question one and any other two questions.

1.(a)International marketing is emerging as an important area of concern for most
organizations still operating at a domestic level. It however has its own share of challenges as well as attractiveness. Discuss the unique challenges of international marketing and the major reasons why marketers have to operate in foreign markets.(15 marks)

(b)Explain the main phases of planning for international markets and the
adjustments to be made in the marketing mix program.(15 marks)

2.Discuss the various forms of regional groupings, the opportunities and challenges they
present to marketing firms.(20 marks)

3.Discuss the comprehensive set of the marketing mix factors used for targeting and
retaining international markets.(20 marks)

4.Marketers face several dilemmas in determining the best approach to use in
participating in foreign markets. Discuss those dilemmas and the appropriate set of
strategies marketers can use.(20 marks)

5.Discuss the concept of globalization and the set of challenges it presents to marketing.
(20 marks)

6.Explain how you would scan the marketing environment faced by a global marketing
firm.

International Marketing Question Paper

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