Bachelor of Commerce (Commerce)
Exam Name: International Marketing
Course: Bachelor of Commerce (Commerce)
Institution/Board: Kenyatta University
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
BBA 306: INTERNATIONAL MARKETING
DATE: TUESDAY 30TH NOVEMBER 2010
TIME: 4.30 P.M – 6.30 P.M
INSTRUCTIONS: Answer FOUR questions in all. Question ONE is compulsory.
Answer any other THREE questions.
1. In the recent past there has been an increase in the number of Kenyan companies
extending their services to the neighboring countries.
a) What factors might affect the method of entry decision for these companies before
venturing into their respective international markets? (12 marks)
b) Why should a company consider overseas manufacturing? (8 marks)
c) Briefly define what are joint ventures and discuss the advantages over other entry
modes. (5 marks)
2. XYZ Company has been operating in Kenya for the last 10 years. The company deals
with soft drinks and over the recent years the company has experienced and increased
demand in its products. After carrying out research the company has decided to extend
its market to neighboring Uganda to tap on the opportunities there. Discuss the internal
factors to be considered by the company deciding to go global for the first time.
3. Companies operating in international markets do face challenges that determine the
success of the firm in its endeavor. Write short notes on how environmental variables
can contribute to a firm’s position. (15 marks)
Write short notes on three factors that would govern the choice of a distribution channel in international market scenes. (6 marks)
Highlight the benefits that a firm would derive from using overseas marketing agents. (7 marks)
5. Most international companies to regularly engage in marketing research.
Highlight the typical problems that are encountered in carrying out marketing
research in developing countries. (8 marks)
When a company has selected a potential target country for possible market entry, what general background information would be required to develop effective marketing plans?
Discuss the main internal and external influences on pricing for a company operating the international scene. (10 marks)
What factors make export pricing more complex than domestic pricing? (5 marks)
Marketing managers need to be very sensitive to culture if their promotion efforts are to yield results in global markets. Discuss five (5) dimensions of culture and how they affect promotion efforts. (10 marks)
List three advantages and two disadvantages of using an international advertising agency.
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