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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: 21 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 Page 2 of 3 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 Page 3 of 3 International Marketing Strategy © NCC Education Limited 2015