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Global Marketing Question Paper

Global Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

Instructions
Answer question ONE and nay TWO questions.
QUESTION ONE
a) Some firms may be driven towards globalization through forces beyond their control,
others may globalize as a strategic decision.
i. Give four reasons why some firms may not globalize (4mks)
ii. Evaluate four categories of drivers towards globalization (8mks)
b) Explain the importance of global marketing to a firm as compared to local marketing.
(6mks)
c) The process of globalization depends on the global marketing orientation of the firm.
Discuss. (8mks)
d) Briefly describe the stages in global market selection process. (4mks)
QUESTION TWO
Socio-cultural environment may be the most important environment that needs to be
considered in global marketing. This means that global firms have to undertake extensive
investigation into socio-cultural factors of global markets.
a) Using Hofstede’s cultural typology explains how global cultures can be analyzed.
(6mks)
b) Explain how cultural universals and cultural differences impact on global
marketing activities. (14mks)
QUESTION THREE
You have been hired as a global marketing manager of a small-scale local firm that
intends to expand its operations to the global level.
a) Advice on the appropriate methods of entry available to such a firm into global
markets. (6mks)
b) Explain reasons why the firm needs to undertake global marketing research and
intelligence. (8mks)
c) Show the management the need for taking advantage of international trading
alliances. (6mks)
QUESTION FOUR
A market coverage strategy is an indicator of the overall approach the global organization
may adopt for its marketing strategies.
a) Using Porter’s model, explain the alternative traditional strategies that a global firm
can adopt. Suggest other global marketing strategies that can be used by such firms.
(8mks)
b) Why should a globalizing firm segment its markets? Highlight on the essential
characteristics of a good market segment. (12mks)
QUESTION FIVE
a) Using Porter’s diamond model explains how global marketers can analyze global
competition. (10mks)
b) Explain the major risks that a globalizing company may face when entering global
markets. (6mks)
c) How can such a company overcome the risks discussed in (b) above? (4mks)

Global Marketing Question Paper

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