International Marketing Questions
Previous Exam questions
CHAPTER 1 (NB)
International marketing - Defined
• Performance of business activities designed to plan, price, promote and direct the flow of a company’s goods and services to consumer or users in more than one nation for a profit.
• The only difference between domestic marketing and international marketing is that in International marketing, marketing activities take place in more than one country – needs to account for diversity and complexity found in international marketing operations.
• The answer is not with different concepts of marketing but with the environment in which marketing plans must be implemented
• There are a lot of unfamiliar problems and therefore a variety of strategies necessary to cope with different levels in foreign markets.
Write an essay on the “Global Market Orientation” concept using examples to illustrate your discussion (10) (May 2009)
• A company guided by global market orientation / philosophy is referred to as a global company.
• Its marketing activity is global and its market coverage is the world. A company employing a global marketing strategy strives for efficiencies of scale by developing a standardised marketing mix which is applicable across national borders.
• Global marketing concept views and entire set of country markets, and develop a marketing plan that strives for standardisation whether it is cost and culturally effective. i.e. marketing planning and marketing mix are approached from a global perspective and efficiencies of standardisation are sought,
• The markets however are still segmented and the world as a whole is viewed as a market and the firm develops a global marketing strategy. Coca Cola, Ford, Intel and Microsoft are all global companies.
Coca Cola had to view and entire set of country markets including the home market, they had to identify prospective buyers with similar needs and develop a marketing plan that strives for standardisation. No matter where
CHAPTER 1 (NB)
International marketing - Defined
• Performance of business activities designed to plan, price, promote and direct the flow of a company’s goods and services to consumer or users in more than one nation for a profit.
• The only difference between domestic marketing and international marketing is that in International marketing, marketing activities take place in more than one country – needs to account for diversity and complexity found in international marketing operations.
• The answer is not with different concepts of marketing but with the environment in which marketing plans must be implemented
• There are a lot of unfamiliar problems and therefore a variety of strategies necessary to cope with different levels in foreign markets.
Write an essay on the “Global Market Orientation” concept using examples to illustrate your discussion (10) (May 2009)
• A company guided by global market orientation / philosophy is referred to as a global company.
• Its marketing activity is global and its market coverage is the world. A company employing a global marketing strategy strives for efficiencies of scale by developing a standardised marketing mix which is applicable across national borders.
• Global marketing concept views and entire set of country markets, and develop a marketing plan that strives for standardisation whether it is cost and culturally effective. i.e. marketing planning and marketing mix are approached from a global perspective and efficiencies of standardisation are sought,
• The markets however are still segmented and the world as a whole is viewed as a market and the firm develops a global marketing strategy. Coca Cola, Ford, Intel and Microsoft are all global companies.
Coca Cola had to view and entire set of country markets including the home market, they had to identify prospective buyers with similar needs and develop a marketing plan that strives for standardisation. No matter where