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International Marketing Question Paper

International Marketing

Course:Bachelor Of Commerce (Commerce)

Institution: Kabarak University question papers

Exam Year:2009

KABARAK
UNIVERSITY
EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 311
COURSE TITLE: INTERNATIONAL MARKETING
STREAM: Y4S2
DAY: WEDNESDAY
TIME:
2.00
–
4.00
P.M.
DATE: 25/3/2009
INSTRUCTIONS:
Answer question One and any other two questions.
PLEASE TURN OVER
Page 1 of 3
QUESTION ONE
a)
Outline the major characteristics of international marketing that differentiates it
from
local
marketing
(6mks)
b)
Explain the reasons why some firms may not go international.
(8mks)
c)
Using examples outline three motivations for international marketing operations.

(6mks)
d)
Differentiate between international market research and international marketing
research. (2mks)
e)
Give
three
activities
involved
in
marketing
research.
(3mks)
f)
Briefly describe the stages in international market selection process.(5mks)
QUESTION TWO
a)
What is meant by international marketing environment? In your own opinion
give reasons why a firm should analyse the international marketing environment.

(10mks)
b)
Afric Ltd. is a company that deals with handicrafts and other Arts of African
origin. The company, as a result of expansion of business has thought of
expanding into foreign markets. Explain the cultural constraints that the company
is
likely
to
experience.
(10mks)
QUESTION THREE
a)
A small-scale Kenyan Jua-Kali enterprise wishes to expand its operations to
South Africa but is in a dilemma on which method of entry is appropriate. Advice
the firm by evaluating at least five
options.
(10mks)
b)
Many international firms may oversee the need for international marketing
research. Why do you think marketing research is very important for
internationalizing
firms?
(5mks)
c)
Briefly describe the steps that are involved in carrying out a market survey in
overseas
marketing
research.
(5mks)
Page 2 of 3
QUESTION FOUR
a)
A market coverage strategy depends on external and internal factors. Using
Porter’s model, explain the alternative strategies that an international firm can
adopt.

(6mk
s)
b)
A potential market segment should have some certain essential characteristics.
Using
examples
outline
such
characteristics.
(4mks)
c)
In order to be successful in international arena a firm needs to develop a
marketing mix. Explain the essential elements of a marketing mix and how it can
be applied to satisfy the needs of the target market.
(10mks)
QUESTION FIVE
An internationalizing firm is required to develop international marketing strategies based
on product decisions and marketing communication decisions. Explain in detail such
strategies clearly indicating the circumstances that favour adoption of each strategy.

(20mks)
Page 3 of 3

International Marketing Question Paper

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