MG3038 Module Title International Marketing

QUESTIONS (please answer 4 out of the following 6 questions)

Question 1 (25)

Critically discuss standardisation and adaptation of international marketing strategy with the use of appropriate examples and explain how a company can balance the two extreme strategic approaches. (5 marks allocated for the use of appropriate examples).

Question 2 (25)

Critically discuss how an SME can approach internationalisation by applying Porter’s generic strategies. Analyse international country selection strategy in terms of exploitation and exploration options. (5 marks allocated for the use of appropriate examples)

Question 3 (25)

In light of the following diagram critically discuss the advantages and disadvantages of piggybacking and joint ventures. (5 marks allocated for the use of appropriate examples)

Question 4 (25)

What can companies do to overcome negative country of origin effects. Discuss with the use of examples of some of the strategies adopted by Asian automobile companies. (5 marks allocated for the use of appropriate examples)

Question 5 (25)

“Although there is a consensus that industries are globalizing, the notion that consumer attitudes and behaviors worldwide are likewise homogenizing remains disputed” – critically discuss this statement in light of paradoxes in global consumer culture. (5 marks allocated for the use of appropriate examples)

Question 6 (25)

Discuss bottom of the pyramid marketing and critically assess its applications in three different projects. (5 marks allocated for the use of appropriate examples)