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Mktg 428: Global Marketing Question Paper

Mktg 428: Global Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

INSTRUCTIONS:
Answer Question ONE and any other TWO Questions.

QUESTION ONE
a) Suppose you have been invited to give a talk to group of local Kenyan entrepreneurs on
globalization. Present an outline of what you will discuss in each of the following areas
of global marketing;

i. Drivers for globalization (5marks)
ii. Restraints to globalization (3marks)

b) Compare and contrast global marketing and local marketing. (8marks)
c) Explain Hofstede’s approach to analyzing global cultures (4marks)
d) Identify and explain distinct competencies that a firm can exploit through global
marketing (8marks)
QUESTION TWO
a) Why do you think it is important for global marketers to scan the global environment?
(10marks)
b) Explain how political/legal variables affect various aspects of global marketing.
(10marks)
QUESTION THREE
a) Describe four risks that can be associated wit h global marketing (4marks)
b) Evaluate the global marketing management orientations that can be adopted by an
organization (8marks)
c) For each orientation analyze how it may influence the following
i. Method of entry (4marks)
ii. Product-communication strategy (4marks)
QUESTION FOUR
a) Identify and explain the major issues of consumers that global markets should understand
(10marks)
b) Explain the stages involved in global market selection process (10marks)
QUESTION FIVE
A global marketer needs to not only identify global competitors but also analyze them. Suppose
you are in charge of global marketing for your organization;
a) Describe the possible levels of competition you will analyze (6marks)
b) How will you use porter’s models to analyze global competition? (8marks)
c) Using examples show how global competition can influence your global marketing
program. (6marks)

Mktg 428: Global Marketing Question Paper

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