DECEMBER 2014

INTERNATIONAL MARKETING
Instructions to candidates:
a)
Time allowed: Three hours (plus an extra ten minutes reading time at the start do not write anything during
this time)
b)
Answer any FIVE questions
c)
All questions carry equal marks. Marks for each question are shown in [ ]
1.

Distinguish between centralisation and decentralisation and identify the main advantages and limitations
of each option.
[20]

2.

Tariff and non-tariff barriers are set up by countries in order to protect the interests of particular industries
in that country. Identify THREE types of barriers and comment on their overall effectiveness.
[20]

3.

As an independent marketing consultant, advise one of your clients on the market segmentation strategies
that can be considered in international markets.
[20]

4.

Discuss the main advantages and limitations associated with the following methods of entering overseas
markets:
a) Franchising
b) Contract manufacture
c) Joint ventures
[20]

5.

Explain what you understand by the term international brands and discuss the characteristics of
international brands.

[20]

Compare and contrast product standardisation and product modification strategies and summarise the
market conditions suitable for each option.

[20]

Write notes on THREE of the following:

a) Letter of credit
b) Penetration pricing
c) International trade fairs and exhibitions
d) Dumping

[20]

6.
7.

8.

Critically evaluate the Boston Consulting Group product portfolio matrix and summarise the contributions
of this model to the planning and control efforts of international organisations.
[20]

INSTITUTE OF COMMERCIAL MANAGEMENT