King’s College London

This paper is part of an examination of the College counting towards

the award of a degree. Examinations are governed by the College
Regulations under the authority of the Academic Board.

BSc BUSINESS MANAGEMENT/BSc ECONOMICS & MANAGEMENT/BSc

FRENCH & MANAGEMENT

6SSMN354 INTERNATIONAL MARKETING

EXAMINATION PERIOD 1 (January 2018)

TIME ALLOWED: TWO HOURS

INSTRUCTIONS TO CANDIDATES:

ANSWER TWO OUT OF FOUR QUESTIONS

ANSWER EACH QUESTION ON A NEW PAGE OF YOUR ANSWER BOOK

AND WRITE ITS NUMBER IN THE SPACE PROVIDED

ALL QUESTIONS CARRY EQUAL MARKS.

DO NOT REMOVE THIS PAPER FROM THE EXAMINATION

ROOM
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ANSWER TWO OUT OF FOUR QUESTIONS

1. Identify and reflect on three of the elements of culture and

discuss how each of them affects international marketing
decisions. Provide examples from your own observation and
experience to support your answer.

2. Assume that you are working in an importing company located in

UK. Your company decided to import a hair treatment set from
Germany. Please describe and discuss the steps that you will
follow in order to import and launch successfully the hair
treatment set in the UK market.

3. Identify and discuss licencing, franchising and joint ventures as

forms of foreign market entry. Which are the advantages of each
of these foreign market entry strategies? Please provide
examples from your own observation and experience to
substantiate your answer.

4. You are the export manager of an SME exporter located in UK.

Your company decided to expand its operations in a new foreign
market. Please select one of your company’s products which will
be exported and identify the foreign market in which you will
export it. Please describe and reflect on the export marketing
strategy that you will adopt and reflect on
standardization/adaptation issues.

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