s
Brighton Business School
Undergraduate Programmes
Business Management
Business Management with Marketing
Business Top-Up
International Business/Exchange
LLB Law with Business
Level Six Examination
May 2015
MK316: International Marketing
Instruction to candidates:
Time allowed: 2 Hours
Rubric: You are required to answer THREE questions in total
Section A: All students MUST answer Question 1 in Section A – either part a) OR part b)
(worth 40 marks)
Section B: You are required to answer any TWO questions in this section (each question is
worth 30 marks)
Nature of examination: Open Book
Allowable material: No restrictions
Page 1 of 4
MK316: International Marketing
(May 2015)
Section A: You are required to answer EITHER Part A or Part B in this section. Answer ONE
part only
Question 1
Based on the group portfolio work for your company and knowledge of international marketing
strategy decision making answer either part a) or part b) – answer one part only.
Part A
In the portfolio exercise you were asked to screen and select one international market (“cherry
pick”) for your company to enter.

Based on the company and research you carried out what market selection factors did you
use and how and why did you arrive at this choice of market, region and specific
geographic location?

Compare and contrast this international marketing strategy with the alternative strategy for
first time exporters and the arguments in support of both strategies.
(40 marks)
OR
Part B

Describe and explain your selection of the market entry mode, the market segment you
selected and how you intend to implement this strategy.

What factors should be taken into consideration when selecting the market entry mode and
which ones did you use in your portfolio?
Page 2 of 4
MK316: International Marketing
(May 2015)
Section B: You are required to answer any TWO questions from this section
Question Two
Why are emerging markets in for example the MINT (Mexico, Indonesia, Nigeria and Turkey)
countries considered as international market opportunities for western multinational corporations
(MNCs), what challenges do they present to MNCs and how are they overcoming these to achieve
growth?
(30 marks)
Question Three
Culture has been defined at least 160 times over many decades and applied to several disciplines
including marketing.
Describe and critically evaluate these definitions and the use of aggregate national dimensions as
a measure of culture. How and why do alternative perspectives and external global environmental
developments challenge these definitions of culture and what are some of the implications for
marketing.
(30 marks)
Question Four
The decision whether to standardise or adapt the marketing mix in international markets is driven
by internal and external environmental factors.
a)
What are the factors do you think should be taken into consideration when deciding whether
to standardise or adapt the marketing mix?
b)
Giving your reasons, do you think it is preferable for Abercrombie and Fitch to standardise or
adapt the product policy to the European market?
(30 marks)
Page 3 of 4
MK316: International Marketing
(May 2015)
Question Five
Media advertising still accounts for the largest proportion in a global advertisers budget and past
and recent consolidation global media companies, advertising agencies and global corporations
and advertisers has led to more standardized campaigns.
a)
What are some of the challenges of implementing a standardized advertising campaign and
why are global advertisers changing their approach to using more localized campaigns?
b)
How is “new media” and “Web2.0” impacting on global communications and what are the
opportunities it offers and problems it poses for global communicators?
(30 marks)
Question Six
Levis introduced the “Levi Strauss Signature” brand into Europe in 2003 as part of the expansion
of its brand portfolio.
a)
Why has Levis decided to extend its brand portfolio and how has it achieved this in Europe
and what are the opportunities and risks of pursuing this strategy? Discuss the advantages
and disadvantages of this straight extension of a home based product/brand strategy into
international markets.
b)
Why does the company make extensive use of franchising?
(30 marks)
Question Seven
What do studies have to say about how a firm evolves from a domestic to a global enterprise and
how and why has more recent literature and research challenged the “international stages
theories”. What are the differences between an international new venture and a born global firm?
(30 marks)
Page 4 of 4
MK316: International Marketing
(May 2015)