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Download IMS June 2015 Exam Marking Scheme – Final
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International Marketing Strategy 3 June 2015 Marking Scheme This marking scheme has been prepared as a guide only to markers. This is not a set of model answers, or the exclusive answers to the questions, and there will frequently be alternative responses which will provide a valid answer. Markers are advised that, unless a question specifies that an answer be provided in a particular form, then an answer that is correct (factually or in practical terms) must be given the available marks. If there is doubt as to the correctness of an answer, the relevant NCC Education materials should be the first authority. Throughout the marking, please credit any valid alternative point. Where markers award half marks in any part of a question, they should ensure that the total mark recorded for the question is rounded up to a whole mark. Marker's comments: Moderator's comments: Mark: Moderated mark: Penalties applied for academic malpractice: Final mark: Answer any THREE (3) questions Marks Question 1 Critically assess the difficulties and benefits of accessing a multicultural marketplace. Candidate may use the following terms in their answer but must show the correct understanding of them: Multicultural marketing (2 marks) Ethical marketing (2 marks) Cross cultural marketing (2 marks) 33 Generally all three terms relate to a similar topic area. Candidates need to show in their answer that such multicultural markets do require a more intense level of preliminary market research. (3 marks) Such research might often require new ideas and concepts in order to gather the necessary data. (3 marks) The entry into markets deemed multicultural often requires a new approach to marketing concepts as well. (3 marks) The marketer managing multicultural markets needs to consider a much more detailed spectrum of geographical detail: Area, Region, Country, Global position. (6 marks) Candidates will need to be able to perceive multicultural marketing as the need to identify such segment differences as: language, celebrations, religions, traditions and other diverse differences particular to the addressed segment. (6 marks) In their critical assessment, candidates might consider the negatives: the additional efforts, resources and costs of multicultural marketing (3 marks) and assess against the positives: a driver for innovation in the business, a builder for understanding global markets, business growth in a multicultural marketplace is often quicker and greater (3 marks). Total 33 Marks Page 2 of 9 International Marketing Strategy © NCC Education Limited 2015 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. Candidates should be able to identify the benefits of the global marketplace as being: Extended product and service life due to a wider marketplace. (3 marks) In a product marketplace, reduction in production peaks and troughs and, in the service marketplace, a more stabilised business. (3 marks) Much more opportunities to innovate and increase business and profits as a result of global interests in a business innovating products and services. (3 marks) In being a part of the global marketplace, businesses learn how to compete and often even gain on their competitors. (3 marks) There is greater need to conduct research and to plan and implement countryby-country international marketing strategies and plans. (3 marks) There is a need to not only sell the products/services but also build the brand globally with the necessary financial budget to allow for this. (3 marks) Going global as a business requires planning and control, as expanding globally too quickly can be just as damaging to a business as it can be domestically. (3 marks) Many businesses could enter the global marketplace but do not as they see the risk as being too high and dangerous. This then holds them back from the potential of business growth and greater profitability. (6 marks) The need to manage and control globally can also have two effects on a business: once in the global marketplace they do not have the skill sets to manage their business in the global environment (3 marks) the business and its manager fear managing a larger global business and as a result do not go global and again lose any potential growth and profitability (3 marks) Total 33 Marks Page 3 of 9 International Marketing Strategy © NCC Education Limited 2015 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. International marketing usually progresses through a series of phases or stages as a business moves from being a domestically-based business to becoming more international and ultimately a global business. Phase 1 – no direct foreign marketing – no strategy exists to seek international business. A business’s products/service may reach foreign markets often via direct contact with the business. The stimulus to move into an international market often comes from a random direct order from an overseas buyer. (4 marks) Phase 2 – infrequent foreign marketing – a business may use international markets as a source to dispose of over-production or over-stocking. However, it is very spasmodic and temporary in nature. There is no focus on maintaining an ongoing presence in any country market. If domestic business is active and sales are good, the company often simply withdraws from the international market again. (4 marks) Phase 3 – regular foreign marketing – the business now ensures production and facilities to address overseas country markets on a continuing basis. At this stage a channel strategy may be developed with international intermediaries or the business’s own sales team. The basic focus of the business remains their domestic marketplace. Strategic plans and investment occur at this stage in order to permit international business growth. The demands of international and domestic business are often inclined to equate at this stage. (4 marks) Phase 4 – international marketing – at this stage there is a full commitment to international business. Production and the necessary resources, both human and mechanical, are planned and installed, to permit full-scale international business. It is also common for a business at this phase to become much more reliant upon international sales and revenues. We often call a business at this stage international or multinational. (4 marks) Marking scheme for Question 3(a) continues on next page Page 4 of 9 International Marketing Strategy © NCC Education Limited 2015 Marks Phase 5 – global marketing – at this final phase a business progresses beyond simply a range of oversea country markets to ensuring that its products/services are available anywhere in the world, including their original domestic market. The business often develops international marketing strategies that focus upon regions of the world. The business also develops a global reputation, together with a set of market characteristics along which products and services are researched and developed. A business also tries to ensure that it operates globally and also 'glo-cally' culturally with the necessary efficiencies. (5 marks) 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). Candidates will need to consider the research necessary for a business to progress from one stage to the next. 12 Historically this research will become more extensive and in-depth the further a business progresses through the five phases/stages. Candidates should consider the depth and necessity of research in order for managers to have the relevant levels of business intelligence in order to make suitable strategic and planning decisions. (2 marks) Candidates might consider the research process along the lines of researching so as to enable: new market overviews (2 marks) new market analysis (2 marks) new market entry methodology (2 marks) new marketing and business strategies and plans (2 marks) new operational plans and needs (2 marks) Total 33 Marks Page 5 of 9 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. The candidate offers critical evaluation in their answer. (3 marks) Suggested barriers to service success: The requirement of specific services and service-levels in each country – resulting in non-standardised services (2 marks) Local and regional regulations (2 marks) Legal factors – which may affect the sale of the service in a country (2 marks) Access to the required quantities and skill-levels of employees (2 marks) Language and communication skills of service employees (2 marks) Access to the required level of ICT (Internet and Communications Technology) (2 marks) The levels of service requirement in each country (2 marks) Service characteristics: intangibility, perishability, heterogeneity, inseparability. (2 marks) Acceptance of and purchase of the service by customers. (2 marks) Possible strategies: Development of worldwide brands, delivery of consistent service and quality levels (3 marks) Specific market entry of the service into each country market on an adaptation of service basis so that services meet country regulations and law but service delivery consistent. (3 marks) Joint venture market access strategy with another service provider. (3 marks) Other suitable strategies offered and detailed by the candidate. (3 marks) Total 33 Marks Page 6 of 9 International Marketing Strategy © NCC Education Limited 2015 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. Candidates are expected to offer critical assessment. (3 marks) Candidates might explore the following causes: Access to worldwide media and programming offers consumers access to the global market – satellite television/American television series. (4 marks) The Internet – allows purchase of goods/services from anywhere in the world. (4 marks) The major improvement in education and students moving across the world to study leads to new market access and word of mouth plus actual product/service purchased being wanted by new customers. (4 marks) Social networking leads to communication, pictures and buyer preferences being freely discussed and exchanged. (4 marks) The growth of global recognisable products/services and global brands – where the product/services has been often slightly changed from its original to address local market and buyer needs and wants. (4 marks) Cultures have in themselves changed and modernised allowing for access to modern brands/products/services and creating new enthusiastic buyers in new markets. (4 marks) Access to travel for new global buyers leads to buyer accessing not just the travel but also the other elements associated with travel, such as hotel accommodation, for example. (4 marks) Greater standardisation of products ensures that these products can be shipped to new markets to satisfy waiting customers. (4 marks) Maximum of 33 marks. Total 33 Marks End of paper Page 7 of 9 International Marketing Strategy © NCC Education Limited 2015 Marking note Add 1 mark to original mark out of 99 to produce final mark out of 100 to be recorded. However, if the candidate has failed to score any marks in the paper (has scored 0 marks), do not apply this additional mark. Learning Outcomes matrix Question Learning Outcomes assessed 1 2 3 4 5 1 2 2, 3 5 4 Marker can differentiate between varying levels of achievement Yes Yes Yes Yes Yes Page 8 of 9 International Marketing Strategy © NCC Education Limited 2015 Grade descriptors Learning Outcome Critically assess cultural diversity and the effect upon international marketing Pass Merit Distinction Demonstrate an adequate awareness of issues associated with the subject and make some appropriate judgements; Demonstrate some sound critical skills Critically appraise marketing in local and global markets Demonstrate a reasonable understanding and assessment of the subject; Demonstrate some sound critical skills Provide examination of the subject with some suitable examples and references Demonstrate a sound awareness of issues associated with the subject and make consistently appropriate judgements; Demonstrate consistently sound critical skills Demonstrate a strong understanding and assessment of the subject; Demonstrate consistently sound critical skills Demonstrate a detailed awareness of the complexity of issues associated with the subject and make highly appropriate judgements; Demonstrate highly developed critical skills Demonstrate a consistently strong understanding and assessment of the subject; Demonstrate highly developed critical skills Provide consistently critical and detailed examination of the subject with innovative use of highly appropriate references Demonstrate a detailed awareness of the complexity of issues associated with the subject and make highly appropriate judgements; Demonstrate highly developed critical skills Demonstrate a detailed awareness of the complexity of issues associated with the subject and make highly appropriate judgements; Demonstrate highly developed critical skills Examine how market research is conducted internationally Critically assess buyer behaviour and market targeting in the international context Demonstrate an adequate awareness of issues associated with the subject and make some appropriate judgements; Demonstrate some sound critical skills Critically assess the methods used to enter an international market Demonstrate an adequate awareness of issues associated with the subject and make some appropriate judgements; Demonstrate some sound critical skills Provide detailed examination of the subject with adequate use of appropriate references and examples Demonstrate a sound awareness of issues associated with the subject and make consistently appropriate judgements; Demonstrate consistently sound critical skills Demonstrate a sound awareness of issues associated with the subject and make consistently appropriate judgements; Demonstrate consistently sound critical skills Page 9 of 9 International Marketing Strategy © NCC Education Limited 2015