IB3L70 Global Issues in Marketing Exam Paper Summer 2021-22

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PLEASE ANSWER THREE QUESTIONS ONLY

1. Discuss the relative importance of ‘formal’ and ‘informal’ institutions when evaluating a potential market entry strategy. Reflecting upon your chosen international market and market entry strategy for Forta, evaluate the factors that you believe were most influential when making your choice between potential international markets.

2. Discuss the range of functions that international marketing communications perform within the context of international marketing strategy. For your chosen international market and market entry strategy, evaluate the relative importance of internal and external communications functions.

3. Reflect upon your chosen market and market entry strategy for Forta and evaluate the following statement:

“When it comes to managing the marketing mix on an international or global scale, the benefits of standardization far outweigh those of adaptation.”

4. Discuss the factors that need to be taken into consideration when selecting a pricing approach as part of a new market entry strategy. Reflecting upon your chosen market and market entry approach, identify which pricing strategy you believe would be most appropriate and justify your choice.

5. Distinguish between ‘indirect’ and ‘direct’ approaches to distribution strategy. Reflecting upon your chosen market and your proposed entry strategy for Forta, evaluate the relative merits of each.