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College of Business, Hospitality and Tourism Studies
Department Of Management/IR/OHS
MKT705 – International Marketing
Final Examination: Trimester 111, 2015
QUESTION PAPER
This examination constitutes 50% of total assessment of this unit and students must score 40/100
in this examination in order to pass this unit.
Instructions
1. Time Allowed: 3 HOURS with additional 10 MINUTES reading time.
2. All answers are to be written in the Answer Booklet provided.
3. Write your ID Number on ALL pages of your Answer Booklet and any extra sheets that
you use.
4. This is a closed book examination. You are not permitted to access any books, notes or
other forms of written or electronic materials.
5. Attach the extra sheets securely at appropriate place before handing-in the Answer
Booklet to the supervisor.
Sections
Question
Marks
Section A: Short Answers
7 Questions. All compulsory
56
Section B: Essay
2 Questions. Answer both the questions
20
Section C: Case Study
3 Questions. All compulsory
24
TOTAL/WEIGHT
MKT705: INTERNATIONAL MARKETING
100/50%
T3 2015
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SECTION: A
SHORT ANSWER QUESTIONS
56 MARKS
There are seven questions in this section. You are required to ANSWER all seven
questions. Each question is worth 8 marks.
Question 1
Theoretically, the market is automatic, competitive, self-regulating mechanism which
Provides for the maximum consumer welfare and which best regulates the use of the
Factors of production”. Analyze and Explain the Statement.
8 marks
Question 2
Discuss the evolution of World Trade that has led to the formation of the WTO.
Question 3
Critically analyze why should a foreign marketer study economic development?
Question 4
Marketers are the result of the three-way interaction of marketer’s efforts, economic
conditions, and all other elements of the culture. Comment on this statement.
Question 5
Discuss the advantages to the international marketer arising from the existence of the
various international conventions on trademarks, patents, and copyrights.
Question 6
Expropriation is considered a major risk of foreign business. Discuss ways in which this
particular type of risk has been minimized as a result of company activities.
Question 7
Explain why the formulation of the research problem is difficult in foreign market
research.
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SECTION B:
ESSAY QUESTION
20 MARKS
You are required to answer both the essay questions stated below. Each essay is worth
10 marks
Question 1
Market entry into a developed foreign market differs from entry in a relatively untapped
market. Critically analyze the entry strategies for differentiation.
Question 2
Identify and critically discuss the benefits of a small retail company that wants to get
international sales to engage in e-commerce. Identify and evaluate some of the problems
that might be encountered? Suggest innovative ways of how the problems can be
overcome.
SECTION C
CASE STUDY
24 MARKS
There are three questions that follow this case. Each is worth 8 marks.
International Marketing: Pepsi Case Study
Why might pepsiCo be willing to launch this brand in the UK rather than its home market
the US? Why was the positioning and ultimately the correct choice of advertising so
important to this product's success? The Company has embarked on a number of
measures to penetrate in this segment of the market.
To know how customers perceive the brand vis-à-vis competitive brands.
- To understand which benefits are the most important to customers and which of those
benefits the brand could uniquely “own” in customers’ minds.
- Understand how different customer groups perceive the brand’s product differently.
Importance of Positioning Importance of Advertising - To build a connection with their
audience and to create competition with their rival firms
- Made aware of the product can benefit customers and will give them a reason to invest
in it. To what extent might it be the case that PepsiCo's relative sales turnover and market
share is simply a reflection of its relatively small advertising budget compare to its larger
rival Coca-Cola? Answer To what extent might it be the case that PepsiCo's relative sales
turnover and market share is simply a reflection of its relatively small advertising budget
compare to its large rival Coca-Cola? By:Alicia Brion,Oana-Hristu Chiacu,Olatz Sanz
Mercedes Goni,Belen Riaza -Pepsi raw is aimed at a sophisticated urban market.
-They chose highly populated cities such as London, Manchester, Glasgow, Brighton,
Birmingham, Leeds and Liverpool.
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-Pepsi wanted to introduce this Pepsi raw product in the UK market to see how popular it
would be before launching in the USA market
-Launching the new Pepsi raw in the UK market can be seen as a marketing strategy,
showing English people that their opinion and taste matters to an American company
-Pepsi creates 26% of coca colas turnover and spends 31% of coca colas marketing
expenses. However, in the time period from 2006 to 2008 Pepsi increased its turnover
more than Coca cola did. Therefore the advertising budget might just have been used
more efficiently than the one of coca and thus is not a simply reflection.
-It might be harder for coca cola to increase its turnover since they already are very big.
Therefore they also need to spend more money on advertising to keep the existing
customers
Questions:
1. List and critically analyze the strategies adopted by Pepsi to establish and
promote their Brand.
2. Identify and examine the key strategies taken by Pepsi to introduce their new
Product in UK Market.
3. Name and critically explain the three strengths of Pepsi in meeting its
customer’s quality requirements and achieving competitiveness and strategic
positioning in the market.
The End
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