2007 FINAL YEAR EXAMINATION PAPER

BM3309 INTERNATIONAL MARKETING

ASTON UNIVERSITY

BSc with Honours in Accounting for Management

BSc with Honours in Business and Management
BSc with Honours in International Business and Economics
BSc with Honours in International Business and Management
BSc with Honours in Managerial and Administrative Studies
BSc with Honours in Marketing
BSc in Combined Honours Business Administration

2007 FINAL YEAR EXAMINATION

BM3309 INTERNATIONAL MARKETING

Date 17th May 2007 Time 09.30

2 HOURS

CLOSED BOOK

Answer TWO questions only.

All questions carry equal marks.

Marks within questions are indicated.

Use a separate answer book for each

question.

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2007 FINAL YEAR EXAMINATION PAPER
BM3309 INTERNATIONAL MARKETING

Question One

One of the main challenges international marketers have to face is the

cultural differences that exist between home and host countries/markets.
Discuss, making sure that you:

a) Explain the benefits of researching the culture of the target foreign

market for international marketers. Please provide examples to
illustrate
(20 marks)

b) Briefly discuss four basic cultural

elements/characteristics/dimensions and their marketing
implications. Give examples.
(30 marks)

Question Two

Suppose you are the newly hired international marketing manager for a
specialist machine tool manufacturer in the UK considering
internationalisation.
Discuss:

a) three possible product strategies the company could use to exploit

the opportunities in the international markets, illustrate your answer
with examples .
(10 marks)

b) the premises and advantages of following a product standardisation

strategy versus a product adaptation strategy
(20 marks)

c) the circumstances under which mandatory product adaptation is

required. Illustrate your answer with examples
(20 marks)

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2007 FINAL YEAR EXAMINATION PAPER
BM3309 INTERNATIONAL MARKETING

Question Three

As opposed to distribution in domestic market, international marketers face

some unique challenges in making distribution channel decisions in
international markets.

a) Discuss these challenges, illustrating your answer with examples.

(25 marks)

b) Discuss three commonly used distribution strategies by international

marketers
(25 marks)

Question Four

Making right decisions on which market(s) to enter is a key challenge for

international marketers. The diversification strategy and the concentration
strategy are two different market choice strategies a company could follow.

a) Discuss the rationales behind following these two strategies. Please

illustrate your answer with examples.
(20 Marks)

b) Explain those factors companies need to consider when choosing between

the diversification strategy and the concentration strategy.
(30 Marks)

END OF PAPER

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