Mkx9550 Past Exam
a) Kotler, Keller and Burton discuss the advantages and disadvantages of globalization. List and describe these, using examples to illustrate your answer. (10 marks) b) Once a company decides on a particular country, it must determine the best mode of entry. List five modes of entry discussing one (1) mode of entry in detail (10 marks)
Advantages:
1. Economies of scale in production and distribution 2. Lower marketing costs 3. Power and scope 4. Consistency in brand image 5. Ability to leverage good ideas quickly and efficiently 6. Uniformity of marketing practices
Disadvantages:
Differences in consumer needs, wants and usages patterns for products
Differences in consumer response to marketing mix elements
Differences in brand and product developed and the competitive environment
Differences in the legal environment
Differences in marketing institutions
Differences in administrative procedures
a) using your group assignment as an example, explain how an analysis of environment factors allowed you to access opportunities and threats b) Discuss the factors which influenced your decision on which opportunity or opportunities you took advantage of.
a) Marketing managers often commission formal marketing studies of specific problems and opportunities. b) List and explain the steps in the marketing research process c) When considering entering a foreign market. Discuss when and how you would use primary and secondary research.
a) Marketing scholars have developed a stage model of buying decision process. Identify and discuss the five stages consumers pass through using a specific example. b) Perception is the process by which an individual selects, organizes and interprets information input to create a meaningful picture of the world. For a marketer what is the key point of perception? Discuss. 5 stages of buying decision process
1. Problem recognition: the buying process starts when the buyer
Advantages:
1. Economies of scale in production and distribution 2. Lower marketing costs 3. Power and scope 4. Consistency in brand image 5. Ability to leverage good ideas quickly and efficiently 6. Uniformity of marketing practices
Disadvantages:
Differences in consumer needs, wants and usages patterns for products
Differences in consumer response to marketing mix elements
Differences in brand and product developed and the competitive environment
Differences in the legal environment
Differences in marketing institutions
Differences in administrative procedures
a) using your group assignment as an example, explain how an analysis of environment factors allowed you to access opportunities and threats b) Discuss the factors which influenced your decision on which opportunity or opportunities you took advantage of.
a) Marketing managers often commission formal marketing studies of specific problems and opportunities. b) List and explain the steps in the marketing research process c) When considering entering a foreign market. Discuss when and how you would use primary and secondary research.
a) Marketing scholars have developed a stage model of buying decision process. Identify and discuss the five stages consumers pass through using a specific example. b) Perception is the process by which an individual selects, organizes and interprets information input to create a meaningful picture of the world. For a marketer what is the key point of perception? Discuss. 5 stages of buying decision process
1. Problem recognition: the buying process starts when the buyer