Download IMS June 2015 Exam Paper – Final

International Marketing Strategy
3 June 2015
Examination Paper
Answer any THREE (3) questions.
Clearly cross out surplus answers.
Failure to do this will result in only the first THREE (3) answers
being marked.
Time: 2 hours
The maximum mark for this paper is 100.
Any reference material brought into the examination room must be
handed to the invigilator before the start of the examination.
Answer any THREE (3) questions
Marks
Question 1
Critically assess the difficulties and benefits of accessing a multicultural
marketplace.
33
Total 33 Marks
Question 2
You are employed in a business that has progressed from being a domestic business
to an international business. The business is expected to become a global business
in the next six months.
33
Write a short report to the board of directors of the business that critically assesses
the benefits and any problems or difficulties that you believe can be expected from
the move from international to global business.
Total 33 Marks
Question 3
a)
The international marketing process often involves five stages or phases. These
are often designated as follows:
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Phase 1 – No overseas marketing – only domestic business
Phase 2 – Infrequent foreign marketing
Phase 3 – Regular foreign marketing
Phase 4 – International marketing
Phase 5 – Global marketing
Critically evaluate each of the stages individually and the transition from one
stage on to the next in the international marketing process.
b) Critically assess how you would recommend the use of international market
research to identify, assess and evaluate the development from one phase to
another in the five phases/stages discussed in part (a).
12
Total 33 Marks
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International Marketing Strategy
© NCC Education Limited 2015
Marks
Question 4
The past few years have seen service-sector businesses move into the global
marketplace.
33
Using ONE (1) example service-sector business of your choice, critically evaluate the
barriers to success in the international service-sector marketplace. Critically assess
the particular international marketing strategies suitable for service-sector
businesses that you would recommend the use of.
Total 33 Marks
Question 5
The global marketplace has led to considerable and identifiable changes to the global
consumer and their resulting behaviour in making purchases.
33
Critically assess some of the causes for these changes and identify some of the
resultant changes in global consumer purchasing behaviour.
Total 33 Marks
End of paper
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International Marketing Strategy
© NCC Education Limited 2015