In The Face Of Globalization And The Increasingly Interconnected World: Bachelor Of Business Course Work, TCD, Ireland

Q1.“In the face of globalization and the increasingly interconnected world, many firms attempt to expand their sales into foreign markets”.

Discuss in relation to the reasons why firms pursue foreign markets and also difficulties they may encounter in doing so.

To answer this question, include these points

1. What do you understand by the term ‘International Marketing’.

2. What are pro-active motives for internationalizing and give four examples?

3. What are reactive motives and give four examples?

4. Differentiate between internal and external triggers

5. Demonstrate in detail six barriers to internationalization

6. Discuss strategies for minimizing risks when internationalizing

7. Describe the Uppsala model and explain its relevance to this topic

8. Demonstrate two internationalization models

To answer this question, include these points

1. What is environmental scanning?

2. What is its function in International marketing?

3. What environmental analysis tool have we studies in class?

4. Explain what PESTEL stands for

 5. Demonstrate at least 5 factors for each of the PESTEL headings

Q3.( Two parts in this question A and B)

A. Demonstrate the international market segmentation process.

To answer this question, include these points

1. What do you understand by the term ‘Market segmentation’.

2. What is the purpose of segmentation in international marketing?

3. Demonstrate three approached to demographic segmentation?

4.  What do you understand by the term ‘psychographic segmentation.

5. What do you understand by the term ‘benefit segmentation

6. Demonstrate behavioral segmentation for a product of your choice

7. Demonstrate with example ethnic segmentation

8. What does ’IMS’ stand for?

9. Demonstrate the first step of this process in selecting appropriate variables

10. Describe a technique for screening variables

11. What is targeting?

12. What is positioning?

13.  Describe the options for organizations in terms of expansion of their market strategies?

Q4.  Demonstrate and evaluate how the International marketer can use the marketing mix in adapting and standardizing in international markets. (25 Marks)

1. Is there such an approach as Global advertising?

2. What is I.M.C.?

3. Demonstrate some global media decision

4. What is direct marketing?

Product/Branding

1. What are the factors that influence products and brands?

2. What is Maslow’s hierarchy of needs and why are we discussing it?

3. What are the standardization and adaptation options?

4. “Channel strategy must fit the company’s competitive position and marketing objectives within each national market.” – what do we mean by this statement?

Pricing

1. What are the following pricing strategies: Cost-based pricing, full absorption cost method, rigid cost-plus pricing, and flexible cost-plus pricing.

2. What are the four key environmental influences on pricing are?

3.  What are the three pricing options when operating globally?

Standardization v differentiation of the marketing mix

1. What do you understand by the term standardization?

2. What do you understand by the term adaptation?

3. Which approach is better?

4. What is Glocalisation