Global Marketing
2HOURS EXAM (Q5 choose 2, examples should take up 50%)
The self-reference criterion has important implications for international marketing reference criterion and discusses its implications for each element of the marketing mix. Use examples to explain. - Culture * SRC concept link to 4Ps * Religion, value, language, political, education (determinants) * Strategy – Standardization (ethnocentric)
Explain the main arguments for and against the customization of the marketing communication campaign in overseas markets. Use examples. - Marcomm * Exchange rate problem * Inflation problem * PLC
Compare and contrast the Market entry strategies – Join ventures and strategic alliances (can change to other factors) and discuss their advantages and disadvantages. Use examples to illustrate your understanding
Why and how would government restrict trade? Use examples to illustrate. (Macro-environment)
For each macro-environmental element, discuss why international marketers find each element important. Use your own examples to illustrate. (Refer to project) * Link to PESTL
DO NOT WRITE ABOUT LOCAL COMPANIES, unless it is a SINGAPORE COMPANY OPERATING IN ANOTHER COUNTRY OTHER THAN SINGAPORE!!!!
- Related to IMC (Pricing and Promotion)
5-6 pages for each question, 7-8 lines one Paragraph through life examples, youtube, website, companies. One factor with short examples
PREPARE EXAMPLES to tell a ‘story’ (7-10) – PRINT OUT!!!
(Link to PESTL, teach about standardization/ adaptation of 4Ps)
HOW WOULD YOUR PRODUCT BE MARKETED? * ASEAN MARKETING * REGIONAL MARKETING * FMCG (Carrefour, Tesco) * Automobiles – how are cars seen in SG and in other countries (high involvement, luxury good or normal good?) India: Lano, US States: Land Rover * Food – Instant Noodles? (CP brand – Thailand) * Luxury goods – Watches? (Definitely standardization) * Services – Airline, Banking, Hotel, Spas, Resort, Education (e.g
The self-reference criterion has important implications for international marketing reference criterion and discusses its implications for each element of the marketing mix. Use examples to explain. - Culture * SRC concept link to 4Ps * Religion, value, language, political, education (determinants) * Strategy – Standardization (ethnocentric)
Explain the main arguments for and against the customization of the marketing communication campaign in overseas markets. Use examples. - Marcomm * Exchange rate problem * Inflation problem * PLC
Compare and contrast the Market entry strategies – Join ventures and strategic alliances (can change to other factors) and discuss their advantages and disadvantages. Use examples to illustrate your understanding
Why and how would government restrict trade? Use examples to illustrate. (Macro-environment)
For each macro-environmental element, discuss why international marketers find each element important. Use your own examples to illustrate. (Refer to project) * Link to PESTL
DO NOT WRITE ABOUT LOCAL COMPANIES, unless it is a SINGAPORE COMPANY OPERATING IN ANOTHER COUNTRY OTHER THAN SINGAPORE!!!!
- Related to IMC (Pricing and Promotion)
5-6 pages for each question, 7-8 lines one Paragraph through life examples, youtube, website, companies. One factor with short examples
PREPARE EXAMPLES to tell a ‘story’ (7-10) – PRINT OUT!!!
(Link to PESTL, teach about standardization/ adaptation of 4Ps)
HOW WOULD YOUR PRODUCT BE MARKETED? * ASEAN MARKETING * REGIONAL MARKETING * FMCG (Carrefour, Tesco) * Automobiles – how are cars seen in SG and in other countries (high involvement, luxury good or normal good?) India: Lano, US States: Land Rover * Food – Instant Noodles? (CP brand – Thailand) * Luxury goods – Watches? (Definitely standardization) * Services – Airline, Banking, Hotel, Spas, Resort, Education (e.g